1
Social Media for Government
October, 2009

2
Introduction

3
Agenda
Define social media
Look at some examples
Review OASIS framework
Break
Apply the principles

4
Definition
A social trend where people turn to each other to
get things done, and not to a central institution.

5
Steven Pate

6
Home Ideas Blogs Videos Discussions
Community IdeaStorm Direct2Dell StudioDell Forums Dell.com Support
Register | Login | Help | Terms of Service | Who's Online
Login SUPPORT FORUMS
Looking for help with a technical question? Choose a forum below to get started.
Screen Name
Password
Save My Login
Forgot your screen name or password?
Not registered ? Click here to sign up.
Search the Forum
Advanced User Search
Forum Home DISCUSSION FORUMS
Support Wanting to join the conversation? Choose a forum below to get started.
Discussions
Resources
Newbies Welcome!
To browse our FAQs, click here.
To view or post a new message to our "First Time Users" board, click here.
Top Tags
AUdio BIOS boot card DELL DIMENSION DRIVE driver DRIVERS error Hard HELP IdeaStorm INSPIRON LAPTOP Memory monitor Not POWER PROBLEM screen
Upgrade USB VIDEO Vista VOSTRO Windows Wireless XP XPS (view all)
Top Taggers
MoneyGuyBK (3338)
tr4 (2044)
helmecj01 (1959)
BigBrother (1389)
SpeedStep (1179)
(view all)
View Tagging Leaderboards for Community
powered by Lithium Technologies
© 2007 Dell | About Dell | Terms of Sale | Unresolved Issues | Privacy | Contact | Site Map
The Dell Community has contributed: 10198 ideas | promoted 690301 times | 79592 comments

7
See it first. Your Stories. No Boundaries.
You won't believe what people are uploading. 171,400 videos, 1,500 last month

8
Who knows what social media is?

9
Who knows what social media is?

10
Gov’t home page

11
SHARE

12

13

14
Cash on hand, at June 30, 2008 - $71,670,324
Unpaid campaign debts, at June 30, 2008 - $890,921
Contributions, net total to June 30, 2008 - $337,990,555
• Contributions for Jan 2008 - $32 million
• Contributions for Feb 2008 - $55 million
• Contributons for Mar 2008 - $41 million
• Contributions for Apr 2008 - $31 million
• Contributions for May 2008 - $22 million
• Contributions for June 2008 - $50 million

15
OASIS
A sound methodology for designing, launching and
managing social media projects.

16
OASIS
Objectives
Audience
Strategy
Implementation
Sustainment

10
Objectives
The first step is deciding what you want
Create a S.M.A.R.T*. Objective (or two)
Make sure your objective contributes to at least
one organizational objective
*Specific, Measurable, Attainable, Relevant, Timed

18
Objectives - cont’d
Internal and external stakeholder consultation
Marketing and communications
Operations
Support and service
Objectives need to be measurable, link measurement to success
metrics.

19
Audience
This is critical
Who are you connecting to?
What role will they play?
Online behaviour is not real life

14
Audience - cont’d
Determine from your available resources how you
will...
• segment your audience, and;
• discover their online characteristics

17
Audience - cont’d
What capabilities and behaviours do they have:
• Lurkers? Contributors? Creators? Hunter/gatherers?
• Use mobile? Web-only?
• What sites do they visit?
• What do they look for?

19
Audience - cont’d
Use any recent existing research available
Conduct secondary audience research to verify
and validate
Conduct primary audience research, if possible
Research all online conversations

20
Example
Primary Audience:
• Drivers license holders, aged 18-30, live in towns and
cities across province, travel 2-3 times per day via car
or truck, generally tech-savvy and participatory online,
high use of mobile devices, likely to have a profile in
one or more social networks, high consumers of video,
etc…

24
Audiences in general
NA Watch Join Organize
Criticize Create
10%
25%
16%
5 basic behaviours
6%
13%
30%
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Watch - read/watch.listen to social media (blogs, video, forums,
ratings, reviews)
Join - Maintain an on-line profile somewhere
Organize - Use RSS, tag photos, DIGG/Del.ic.ious

25
Audience
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Watch - read/watch.listen to social media (blogs, video, forums,
ratings, reviews)
Join - Maintain an on-line profile somewhere
Organize - Use RSS, tag photos, DIGG/Del.ic.ious

26
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Blue Bars indicate the percentage of the selected demographic that are in each Social
Technographics group.
The white marks indicate the same percentages for the whole population of the country
selected.
The index indicates how the demographic compares to the population — a score of 100
means the demographic is the same as the population average.

27
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

28
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

29
Strategy
How will you engage your audience?
Who gives, who gets?
How will they engage each other?
What are they looking for from each other?
How will this meet your goals?
What are you looking for?
Simple travel widget
Complex network of contributors with many actors, links and
outcomes

30
Strategy
Simple travel widget
Complex network of contributors with many actors, links and
outcomes

24
Implementation
Before you pick a tool, pick a type of tool:
• Should we be blogging?
• Host a discussion forum?
• Create videos?
• Join a social network?
• Replicate content?

32
Implementation - cont’d
It will be a waste
of time using any
tool, if your
audience does
not use it, too.
That’s why your
audience
research is so
important.
(Image source: Robert Scoble & Darren Barefoot)

33
Sustainment
You’ve launched, now what?
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if it goes right?

33
Sustainment - cont’d
OASIS
You are the host
• Treat everyone like a guest
• Interact, gauge reaction, ask questions, give honest
answers. Listen. Provide.
Nurture, measure, adjust
Results not what you want? Do things differently.
Results are good? Do more of the same!

35
Key Points
Start with objectives
Know your audience
Measure, and monitor
Get leadership on-side
Look before you leap!

36
Break

37
Example1 - Objectives
Assign priorities to road
repairs

38
Example1 - Audience
Drivers motivated by better roads
Cell Phones
Websites
DOT wants to be effective
Websites
Repair crews want direction
No on-line usage

39
Example1 - Strategy
Geotag potholes
Rank them
Tell DOT
Fix them

40
Example1 - Implementation
Smartphone
Geocoded content
Photo site
Presentation
Vote/rank
Communicate priorities and location
Fix them

41
Example1 - Implementation

42
Example1 - Implementation - cont’d
1
2
3
Rank
Tag
Tell

43

44
Example1 - Implementation - cont’d
Rank
Tag
Tell

45
Thank you