When government organizations first began dabbling in social media, many thought it was a fad that would quickly pass. Indeed most employees were actively discouraged or blocked entirely from using social platforms. As time went by and citizens and corporations rapidly started to embrace social platforms, the public sector quickly found itself having to play catch up. Fast forward 10 years to present day: Access is now widely enabled, policies and guidelines are in place, new resources have been hired, and traditionally risk-averse organizations are being asked to create social media strategies and engage with specific audiences as they move away from an ad-hoc approach to a coordinated effort. So why are there still so many problems when it comes to social media and government? In this Conference Board of Canada presentation, Mike Kujawski outlined some of the current leading examples of social media engagement in government organizations as well as the very real challenges many still face as they struggle to adapt to the highly dynamic nature of the modern digital landscape. Tips are provided for each, based on over a decade of experience consulting for government clients on this topic.

1. From Fringe to Front and Centre
At the Speed of Social
Presented by: @mikekujawski, Managing Partner & Senior Consultant
Centre of Excellence for Public Sector Marketing (CEPSM)
Conference Board of Canada - Public Sector Social Media - October, 2015

2. 1. The State of Social A Decade Ago
2.Where Social is At in 2015
3. Top Disruptive Trends & The challenges They Bring
4. How Organizations Are Adapting
5. Tips & Suggestions
6. Q & A
Talk about:
My plan for the next 1,800 seconds...

3. Time to hit 88 MPH.

5. 957 million people around the globe had internet access – 25% were from North America.

6. The “must-have” gadgets were the 2nd gen BlackBerry 7700 and the 2nd gen iPod.

7. This first-ever iPhone was still 2 years away...
Did not exist.

8. These companies were still alive.

9. Web 2.0 hype was just starting to build up.

10. The term “social media” did not yet exist as a mainstream term.

11. Overall adult usage of social websites was still in single digit % points.

12. This is what you saw when you went to Facebook.com

13. This little birdie had not hatched yet.

14. LinkedIn had just reached 1.5 million users and looked like this:

15. Individual blogs were just starting to take off beyond the techie community.

16. The first video was uploaded to YouTube by its co-founder Jawed Karim.

17. Public sector reaction at the time (in general).

18. OK, let’s go back to 2015.

20. Facebook alone has nearly double the user base of the entire internet in 2005.
• Average daily active users: 968 million
• Average monthly active users : 1.49 billion
• Approximately 83% of daily activity is outside of U.S and Canada

21. Nearly 600 million Google search results mentioning “social media”.
General Web Search General News Search

22. Social media = current state of the internet. North America accounts for less than 10% of users.

23. Variety of social platforms catering to different needs, cultures, and sub-cultures.

24. • Average daily use of internet: 4H 37M
• Average daily use of social media: 2H 04M
• Average daily use of internet via mobile: 1H 52M
• 11% of Canadians claim that they “wouldn’t want to live” without their mobile devices
• 40% sleep within arm’s reach of their mobile device
93% of Canadians are online of which over 60% are using social platforms.

25. 2.5 quintillion (18 zeros) of new data bytes are being produced daily.

27. 23%
31%
33%
19%
59%
68%
19%
Data Source: Forrester Research
Anyone who wants to share or publish something, now has the ability to do so.

29. Evolution of life blogging into life streaming and the influence of niche celebrities.
Shaytards – 3,860,933 subscribers
Bethany Mota – 9,537,817 subscribers
My Drunk Kitchen (Hanna Hart) – 2,340,838 subscribers

30. Widespread availability of disturbing raw content with no filter.

31. New behaviours as a result of our broadband mobile devices.

32. Personal digital footprints and the blending of our professional and personal lives.

33. Increasing comfort with sharing “private” information (of any kind) online.

34. Instantaneous video production and consumption.
• 3 seconds to grab attention (and need to do it without audio)
• Vertical video formats
• Live-streaming democratized and searchable (e.g. Periscope and Meercat)
• Catering video style to online consumption (Scribing vs. human actors vs. illustration vs. CGI)

36. Private sector jumping sporadically at the opportunities, not always successfully.

37. The public sector has taken a different approach, but at least it’s moving in the right direction.

38. Growth of online service delivery, social media support, and intel gathering.

39. A federal “service-delivery” culture and mindset has started to grow as well.

40. There are now 238 official Government of Canada social media channels.

41. New forms and sources of data are being introduced to help with decision making.
Visualization of key Twitter discussion communities over 90
days regarding “Access to Information and Privacy (ATIP)”
Visualization of RCMP Twitter Account engagement times
Visualization of Hashtags correlated to #Canada150 Visualization of key trending words in the Ottawa area

42. Social Business
Social Media Engagement
Social media definitions have finally evolved beyond the tools.

43. Public Sector 2005-2015
Centralized structures are losing ground to the hub & spoke model.

44. New skillsets are in demand.

45. Overarching “digital” departments are predicted to take over the “social” function.

46. Canada.ca
Data.gc.ca TBS Policies
Government of Canada has a perfect storm of initiatives underway to help with the transition.
Digital Acceleration Strategy

47. Back on October 1st, 2013 it actually became “against policy” to block access to SM*.
*Section 6 of PANDU
6.1.3 Deputy heads are responsible for
ensuring that authorized individuals have
open access to the Internet including
Government of Canada and external
Web 2.0 tools and services that enhance
productivity, communication and
collaboration, in accordance with
the Policy on Government
Security and Appendix E.

48. Treasury Board has embraced the role of providing guidance and enabling usage.

52. –
•
–
•
–
•
Goals vs. Objectives

58. Free Practice Tool #1 – MentionMapp.com (yes, it has two p’s)

59. Free Practice Tool #2 – SocioViz.net

60. Free Practice Tool #3 – Netlytic.org

64. @mikekujawski | cepsm.ca

65. Mike Kujawski
Mobile: 613.899.1348
E-mail: mikekujawski@cepsm.ca
Blog: mikekujawski.ca
Twitter: @mikekujawski
Website: cepsm.ca
Google: “mike kujawski”