Social Media Strategy:Mission, Tool, Metrics, Teach            Jeffrey Levy Director of Web Communications              US...
Three Levels of Understanding• What is this stuff?• Why would gov’t use it?• How do we get going? Where are you?
Breaking the Ice• Personally or professionally, who has hands-on  experience posting to:  –   Twitter (anyone live tweetin...
Agenda• Videos and discussion on what social  media means• Presentation: brief overview of social  media• Break• Mission, ...
What is Social Media?  Anything online where the viewercan do something more than absorb: comment, rate, create content, e...
Four Things to Remember• Social media is free like a puppy is free.• Social media is a set of tools. Don’t throw out the  ...
Videos and Discussion• Information R/evolution: broad overview of how  social media is changing how we think of and  share...
What (tools)?• Blogs                 • Business networking• Microblogs            • RSS• Social networking     • Mashups• ...
What (figuratively)?•   Collaboration (internal and external)•   Interaction (comments, photos, videos)•   “Force Multipli...
Why?• Mission, mission, mission    – So keep using older tools, too• It’s where the people are    – 4,000,000,000 daily Yo...
How?•   It’s culture, not a tech issue•   Trust: employees, the public•   Develop some strategy, but not 400 pages•   Expe...
How? (cont’d)• Be ready to fail (fast, small)• Be ready to succeed   – Always ask “what’s next”?   – Teach!• Embrace criti...
How to Get Started: Try It• GovLoop.com• Twitter (to start, just follow people)• Facebook (try everything: groups, apps, c...
And now a word about …
Privacy.            No advertising.                Copyright.                            No              Corporate brandin...
AAAARRGGGHHHH
How to Get Started (Projects)•   Review the stuff about culture•   Thicken your skin•   Start small, grow over time•   Go ...
How to Convince Your Boss• Mission: use gov’t words, not technologies  – Not Blog: “connecting with our stakeholders”  – N...
Now It’s Your Turn!           PuttingMission, Tool, Metrics, Teach         Into Action
Mission• Whats your mission need or goal?  – Think broadly: go beyond regulations  – Engage, not just direct• Who are your...
Mission Example:          Earth Day and EPA• Whats our mission need or goal?  Get people to protect the environment• Who a...
Mission: More Examples• Policy forums• Community-building: convening, not directing• Hearing about problems (traffic, crim...
Mission: Your Turn• Whats your mission need or goal?• Whos your target audience?• What are their top tasks online, and how...
Tool• What tools or channels will help you most  directly serve your mission and your  audiences needs?• Think multi-chann...
Tool: EPA Examples• Earth Day  –   News release  –   Facetweets  –   Podcasts  –   Photo, video projects  –   Widget  –   ...
Tool: More Examples• Policy forums: blogs, social networking• Community-building: social networking, wikis• Hearing about ...
Tool: Your Turn• What tools or channels will help you most  directly serve your mission and your  audiences needs?• Think ...
Metrics• What defines success qualitatively for this project?  Engagement is what matters, but isn’t always easy to  demon...
Metrics Example:         Earth Day and EPA• What defines success qualitatively for Earth  Day?  – People taking action  – ...
Metrics Example:         Earth Day and EPA• What can we measure that will describe  quantitatively how its going?  – Views...
Metrics Example:         Earth Day and EPA• How often did we measure?  – Daily, weekly, or overall depending on the    eff...
Metrics: More Examples• Policy forums: # of comments, # of participants, # of useful  ideas that emerged (esp. if they cha...
Metrics: Your Turn• What defines success qualitatively for this project?• What can you measure that will describe qualitat...
Teach• How will you share what youve learned  from this project in your own organization?• How will you share what youve l...
Teaching Example:           Earth Day and EPA•   Tweeted results•   Taught webinars•   Spoke at conferences•   Briefed man...
Teaching: More Examples• Same methods as above for all examples, plus:   – Training videos   – Recorded webinars for later...
Teach: Your Turn• How will you share what youve learned  from this project in your own organization?• How will you share w...
Resources: Social Media•   Jeffrey Levy     –   Twitter: http://twitter.com/levyj413     –   Slideshare (including this wo...
Resources: MTMT•   Mission    – 10 Communications Objectives of Social Media:      http://www.chrisbrogan.com/10-communica...
Social Media Strategy: Mission, Tool, Metrics, Teach
Upcoming SlideShare
Loading in...5
×

Social Media Strategy: Mission, Tool, Metrics, Teach

1,459

Published on

Slide deck for a 1/2-day workshop that includes several times when small groups discuss and report out. Accompanying handout: http://www.slideshare.net/levyj413/handout-mission-tool-metrics-teach

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,459
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
40
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Social Media Strategy: Mission, Tool, Metrics, Teach

  1. 1. Social Media Strategy:Mission, Tool, Metrics, Teach Jeffrey Levy Director of Web Communications US EPA Rev 4/12
  2. 2. Three Levels of Understanding• What is this stuff?• Why would gov’t use it?• How do we get going? Where are you?
  3. 3. Breaking the Ice• Personally or professionally, who has hands-on experience posting to: – Twitter (anyone live tweeting this workshop)? – Facebook? – Other social networking sites? – Photo sharing? – Video sharing? – Document or slide deck sharing? – Wiki?• Think of and share one word about feelings the words “social media” create in you
  4. 4. Agenda• Videos and discussion on what social media means• Presentation: brief overview of social media• Break• Mission, tool, metrics, teach: presentation and working on your own project, then reporting out
  5. 5. What is Social Media? Anything online where the viewercan do something more than absorb: comment, rate, create content, etc.
  6. 6. Four Things to Remember• Social media is free like a puppy is free.• Social media is a set of tools. Don’t throw out the old just because you get something new.• We’re in the first pitch of a baseball game.• An expert is someone who knows one thing more than you do.
  7. 7. Videos and Discussion• Information R/evolution: broad overview of how social media is changing how we think of and share information http://www.youtube.com/watch?v=-4CV05HyAbM• Social Media Revolution: amazing stats http://www.youtube.com/watch?v=x0EnhXn5boM
  8. 8. What (tools)?• Blogs • Business networking• Microblogs • RSS• Social networking • Mashups• Widgets • Idea generation• Wikis • Social gaming• Video/photo sharing • Virtual worlds• Podcasting • Social news• Document Sharing • Social bookmarking• Contests • Location check-ins
  9. 9. What (figuratively)?• Collaboration (internal and external)• Interaction (comments, photos, videos)• “Force Multiplier” through sharing• Tools for adults
  10. 10. Why?• Mission, mission, mission – So keep using older tools, too• It’s where the people are – 4,000,000,000 daily YouTube views – 850,000,000 active Facebook users• More direct connection to people• We’re 17,000. They’re 7,000,000,000.• Chance to hear what others are saying• Competitive advantage in providing information
  11. 11. How?• It’s culture, not a tech issue• Trust: employees, the public• Develop some strategy, but not 400 pages• Experiment
  12. 12. How? (cont’d)• Be ready to fail (fast, small)• Be ready to succeed – Always ask “what’s next”? – Teach!• Embrace criticism (it’s almost all useful)• Accept that odd things will happen• Acknowledge that fear, confusion, wonder, excitement are all normal
  13. 13. How to Get Started: Try It• GovLoop.com• Twitter (to start, just follow people)• Facebook (try everything: groups, apps, causes, upload pics, add links, etc.)• Read blogs on social media• Post videos to YouTube, photos to Flickr, Documents to Scribd, slide decks to Slideshare• Listen to a few podcasts
  14. 14. And now a word about …
  15. 15. Privacy. No advertising. Copyright. No Corporate branding. Official source. Permanent Promotion of Cookies. outside Records Lack of COPPA. organizations. management guidance on Procurement social media FOIA Augmenting appropriation. Accessibility. Soliciting donations. Section 508. FACA Anti-Deficiency. Web 2.0 Policy Information architecture. IT Security. Resources.Content management systems. Culture. Unproven technology. Knowledge. Infrastructure support of Web Govt info on 2.0 non-govt Restricted Servers access on govt
  16. 16. AAAARRGGGHHHH
  17. 17. How to Get Started (Projects)• Review the stuff about culture• Thicken your skin• Start small, grow over time• Go to lunch with: – Your IT folks – Your attorneys – People who have found success
  18. 18. How to Convince Your Boss• Mission: use gov’t words, not technologies – Not Blog: “connecting with our stakeholders” – Not YouTube: “video where people can find it”• Stay high-level, not technical• More: levyj413.wordpress.com/2009/05/12/how-to-talk-to-managers-about-socia
  19. 19. Now It’s Your Turn! PuttingMission, Tool, Metrics, Teach Into Action
  20. 20. Mission• Whats your mission need or goal? – Think broadly: go beyond regulations – Engage, not just direct• Who are your target audiences?• What are their top tasks online, and how does your mission play into those?
  21. 21. Mission Example: Earth Day and EPA• Whats our mission need or goal? Get people to protect the environment• Who are our target audiences? Everyone in their daily lives, not at work• What are their top tasks online related to our mission? Learning what they can do, protecting themselves, purchasing, recycling
  22. 22. Mission: More Examples• Policy forums• Community-building: convening, not directing• Hearing about problems (traffic, crime, etc.)• Educating beyond our own websites• Engaging people’s creativity
  23. 23. Mission: Your Turn• Whats your mission need or goal?• Whos your target audience?• What are their top tasks online, and how does your mission play into those? Take 5 minutes
  24. 24. Tool• What tools or channels will help you most directly serve your mission and your audiences needs?• Think multi-channel• Remember “traditional” tools
  25. 25. Tool: EPA Examples• Earth Day – News release – Facetweets – Podcasts – Photo, video projects – Widget – Home page banner – Email – Videos• Jobs – Email – Auto-tweet – Auto-Facebook posts (researching new FB page)
  26. 26. Tool: More Examples• Policy forums: blogs, social networking• Community-building: social networking, wikis• Hearing about problems: mashups, mapping, mobile reporting apps• Educating beyond our own websites: widgets, social networking, blogging, microblogging• Engaging people’s creativity: photo/video sharing, contests
  27. 27. Tool: Your Turn• What tools or channels will help you most directly serve your mission and your audiences needs?• Think multi-channel• Remember “traditional” tools Take 5 minutes
  28. 28. Metrics• What defines success qualitatively for this project? Engagement is what matters, but isn’t always easy to demonstrate• What can you measure that will describe quantitatively how its going? Much is available from some tools, not much from others (and keep staffing and budget in mind)• How often will you measure?• Name benchmarks that will tell you whether youre succeeding.
  29. 29. Metrics Example: Earth Day and EPA• What defines success qualitatively for Earth Day? – People taking action – People owning the environment – People teaching others – People changing how they purchase, use, and toss out stuff – Attitudes toward EPA and EPA’s mission improve
  30. 30. Metrics Example: Earth Day and EPA• What can we measure that will describe quantitatively how its going? – Views: website, Facebook, YouTube, widgets – Reach: retweets, shares, likes, people participating – Contest/project entries: photos, videos, apps – Comments left (# and nature) – Anecdotes: look especially for evidence of action
  31. 31. Metrics Example: Earth Day and EPA• How often did we measure? – Daily, weekly, or overall depending on the effort• Name benchmarks that told us whether we succeeded – To be honest, we didn’t do this; just did summary reports – Still trying to figure out what “big” means (is 60,000 email subscribers a lot?)
  32. 32. Metrics: More Examples• Policy forums: # of comments, # of participants, # of useful ideas that emerged (esp. if they changed the policy direction)• Community-building: size of network, level of activity, actions that emerged• Hearing about problems: # of reports, # of resulting actions• Educating beyond our own websites: page views, followers/fans, # of widget installations• Engaging people’s creativity: # of participants, # of entries
  33. 33. Metrics: Your Turn• What defines success qualitatively for this project?• What can you measure that will describe qualitatively how its going?• How often will you measure?• Name benchmarks that will tell you whether youre succeeding. Take 5 minutes
  34. 34. Teach• How will you share what youve learned from this project in your own organization?• How will you share what youve learned beyond your organization?
  35. 35. Teaching Example: Earth Day and EPA• Tweeted results• Taught webinars• Spoke at conferences• Briefed management• Incorporated lessons into other briefings
  36. 36. Teaching: More Examples• Same methods as above for all examples, plus: – Training videos – Recorded webinars for later viewing – Create policy or guidance documents
  37. 37. Teach: Your Turn• How will you share what youve learned from this project in your own organization?• How will you share what youve learned beyond your organization? Take 5 minutes
  38. 38. Resources: Social Media• Jeffrey Levy – Twitter: http://twitter.com/levyj413 – Slideshare (including this workshop): http://slideshare.net/levyj413 – Infrequent blog: http://www.govloop.com/profiles/blog/list?user=28e2wynnsadv3 – (Im on LinkedIn, but check in only every several months) – (Im on Facebook, but for personal sharing, not related to work)• Social media for beginners: Jeffrey Levy blog post linking to resources, including todays videos: http://www.govloop.com/profiles/blogs/social-media-resources-for-beginners• Govloop: social network for people in and around govt (just crossed 50,000 members): http://govloop.com• Many govt and private-sector social media policies: http://govsocmed.pbworks.com/w/page/15060450/Web%202%200%20Governanc
  39. 39. Resources: MTMT• Mission – 10 Communications Objectives of Social Media: http://www.chrisbrogan.com/10-communications-objectives-of-social-media• Tool – Search for tips and tricks• Metrics – Blog post with good additional links: http://andrewpwilson.posterous.com/a-new-take-on-social-media-metrics-for-govern – Category of one blog related to measurement: http://www.web-strategist.com/blog/category/social-media-measurement/ – One view on 10 social media metrics to monitor: http://socialtimes.com/social-media-metrics_b2950 – How far did your tweet go? http://tweetreach.com . http://topsy.com – Twitter stats: http://tweetstats.com• Teach: try out Slideshare and Scribd
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×