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Citizen Outreach & Engagement                                Applying Social Media Toolshttp://www.selfservicegov.com     ...
Topics   Guidelines from the White House   Guidelines & Best Practices from New Zealand   Getting Started – Your Next S...
Guidelines from the White House   http://www.whitehouse.gov/open   http://www.whitehouse.gov/sites/default/files/omb/ass...
Guidelines from NZ - Stats   1.8M (out of 4.3M) New Zealanders are using SM sites (42%)   More than 25% have visited Twi...
Guidelines from NZ   Stages of Involvement in SM    o   Passive – Listening        •   Social Mention – http://www.social...
Guidelines from NZ – Business CaseSection                                       ContentStrategy and Context               ...
Guidelines from NZ – Business CaseSection                                      ContentOptions                             ...
Social Media in Action   Careers Outreach – Careers NZ    “We go to where our target audience is and talk to them there  ...
Social Media in Action   Crowdsourcing Images – NZ Historic Places Trust    Using Flickr to crowdsource images for the Re...
Social Media in Action   Making Tax Easier Forum – Inland Revenue    Objective: to change the way people interact with th...
Getting Started   Your ideas   How we can help    o   Join our Group – Self Service Gov LinkedIn at        http://www.li...
User Forum 2013 – Topics?           Nov 7th 2012 User Forum - Prepared by IES
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Citizen Engagement & Social Media Guidelines and Examples

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Social Media guidelines from the White House; examples and guidelines from NZ.

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Transcript of "Citizen Engagement & Social Media Guidelines and Examples"

  1. 1. Citizen Outreach & Engagement Applying Social Media Toolshttp://www.selfservicegov.com lisa@inter-act.us
  2. 2. Topics Guidelines from the White House Guidelines & Best Practices from New Zealand Getting Started – Your Next Steps Nov 7th 2012 User Forum - Prepared by IES
  3. 3. Guidelines from the White House http://www.whitehouse.gov/open http://www.whitehouse.gov/sites/default/files/omb/assets/i nforeg/SocialMediaGuidance_04072010.pdf Nov 7th 2012 User Forum - Prepared by IES
  4. 4. Guidelines from NZ - Stats 1.8M (out of 4.3M) New Zealanders are using SM sites (42%) More than 25% have visited Twitter and 11% have created profiles More than 2 in 5 New Zealanders are interacting with companies via SM sites Top SM sites o Facebook o Youtube o Wikipedia o Blogger o Twitter o LinkedIn o Wordpress o Flickr Nov 7th 2012 User Forum - Prepared by IES
  5. 5. Guidelines from NZ Stages of Involvement in SM o Passive – Listening • Social Mention – http://www.socialmention.com o Active – Participate in blogs, forums, wikis o Engaged – Establish a SM site, Twitter account Code of Conduct and online participation o http://ssc.govt.nz/code “One of the most serious drawbacks for Chief Executives is the amount of time SM takes up and the risk that if they are not familiar with SM, they might come across too formal and therefore “inauthentic”. Consideration should be given to resourcing or delegating to a SM expert within the organization.” Nov 7th 2012 User Forum - Prepared by IES
  6. 6. Guidelines from NZ – Business CaseSection ContentStrategy and Context Define the context for the SM project Describe the strategic vision that the project will contribute toCommunications Objectives List objectives (specific, measurable, achievable, realistic, timebound)Critical Success Factors Describe success and what we are hoping to achieve (changes in attitude, awareness, behavior)Audience Define the audience(s) and for each provide a short profile (beliefs, attitudes, behaviors, influences) Describe previous attempts to communicate with the audience What SM exposure does the audience have? Nov 7th 2012 User Forum - Prepared by IES
  7. 7. Guidelines from NZ – Business CaseSection ContentOptions List any other similar approaches that have been successful or unsuccessful? How will the selected approach help achieve the objectives?Benefits List benefits and how they will be measuredRisks/Mitigation List any trade-offs or risks/costs associated with achieving the benefits What can be done to mitigate the risks?Dependencies/Assumptions List any assumptions and your plan to validate themResources Required What expertise is needed? Are resources available (in-house/external) What is the budget needed?Evaluation Nov 7th 2012 User Forum - will success be How Prepared by IES measured? Are metrics in place to measure progress?
  8. 8. Social Media in Action Careers Outreach – Careers NZ “We go to where our target audience is and talk to them there and help people who are asking questions or wanting advice on their careers. It’s a great way to provide links back to our information. We’ve confirmed much of conventional wisdom – a voice that is not authentic draws no responses from the crowd. But if you are genuine and truly helpful, people respond well.” Public Health campaign in support of breast feeding moms – Ministry of Health Facebook community of 6,000 in support of normalizing breast feeding to 6 months and beyond in public spaces Nov 7th 2012 User Forum - Prepared by IES
  9. 9. Social Media in Action Crowdsourcing Images – NZ Historic Places Trust Using Flickr to crowdsource images for the Registrar of Historic Places. Our goal is to raise awareness, inspire conversation, and engage the public around historic buildings. We post requests for images on Flickr and people respond. We contact them and they become part of our community (99 members). Blogging Business Advice – Ministry of Economic Dev The sheer number of different departments was confusing to citizens. The blog allowed us to bring all of these units together in one place creating a consolidated brand. Engaging the Public Online – NZ Police o Wiki to engage public comment on the review of the Police Act o Alerts via Twitter o Facebook chat with Police role models to recruit the next generation of police officers o Facebook to assist in catching a burglar Nov 7th 2012 User Forum - Prepared by IES
  10. 10. Social Media in Action Making Tax Easier Forum – Inland Revenue Objective: to change the way people interact with the tax system Benefits: • Received a much wider range of comment than could have been possible from the review of a paper document • Good quality comments • People commented on prior comments Rethink Online Forum – Internal Affairs Objective: to receive input from stakeholders on a new approach to government use of online channels Benefit: the feedback received fed directly into the Rethink Online strategy launched in July 2011 Nov 7th 2012 User Forum - Prepared by IES
  11. 11. Getting Started Your ideas How we can help o Join our Group – Self Service Gov LinkedIn at http://www.linkedin.com/groups?gid=4638567&trk=hb_side_g o Post a Project – http://www.selfservicegov.com o Participate in the Group Discussion o Follow us on Twitter and re-tweet o Provide feedback on your plan Nov 7th 2012 User Forum - Prepared by IES
  12. 12. User Forum 2013 – Topics? Nov 7th 2012 User Forum - Prepared by IES
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