• Save

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

An Integrated Approach - Measuring Social Media for Government

on

  • 1,902 views

Session for How to Measure Social Media in Government, May 1, 2013 ...

Session for How to Measure Social Media in Government, May 1, 2013
http://www.aliconferences.com/conf/measure_social_media_gov0413/index.htm

With social media use on the rise in government, communication efforts require an integrated approach. Supporting marketing efforts with social media messages is a big part of this integration.

Texas.gov, one of the 29 state portals under the NICUSA umbrella, has successfully used this strategy in its efforts to increase awareness and online adoption of the driver services offered on its website. Creating and following a plan that integrates social media and measuring the results of those efforts has helped to bolster the success of an advertising campaign aimed at increasing driver license and vehicle registration renewals.

In this presentation, you will hear how Texas.gov:
- Incorporated social media into their communication efforts
- Determined what to measure to receive the most accurate ROI
- Measured the effectiveness of their social media efforts

Statistics

Views

Total Views
1,902
Views on SlideShare
1,648
Embed Views
254

Actions

Likes
1
Downloads
0
Comments
0

2 Embeds 254

http://somementori.wordpress.com 233
https://twitter.com 21

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Be specific.
  • With the ultimate goals of increasing transactions and building brand awareness, Texas.gov uses an integrated approach in its marketing efforts. What does that mean? For every strategic goal we’ve set, we try to tap into all of our marketing channels to ensure success. An example of that is our advertising campaign which we use primarily to increase driver-related transactions. Social media is a big part of that integrated approach. We use an editorial Calendar to keep us on track and help us in our efforts to be more socialWe’re still learning about when to use which platform and how to best utilize each platform Twitter – Quick short way to broadcast a message widely Facebook – Can go a little more in depth, but still have to keep it short and sweet LinkedIn – Our platform for reaching out to current and potential partners YouTube – Increasingly popular; use for a variety of purposes – demos, webinars, ad campaign commercials Pinterest – Fun way to connect with citizensTo talk about ROI or ROE , I’ll use our advertising campaign as an example.Our ad campaign focused on driver services (primarily our top two revenue producers – DLR & VRR)Consists of interactive banner ads and video commercials aired on TV and HuluEqually important is our supplemental promotion:Driver landing page (having a centralized page helps us funnel traffic and enable us to measure traffic from ads)Press releasesAdditional driver services are promoted Links are tagged with GA (if they are one of our applications) or Bitly (if we don’t host the application) to measureInclude a “Tweet This” call to actionSocial mediaPress release messagingPromote applications themselves Videos added to YouTube channelMeasuring successPress releases – Links are tagged using GA (if we host the application) or Bitly (if we don’t host the application). We can measure:Clicks on the linksConversions (for hosted applications)Social media messages – tagged links Clicks on the linksConversionsVideosViews
  • Equally important is our supplemental promotion:Driver landing page (having a centralized page helps us funnel traffic and enable us to measure traffic from ads)Links to demo videos on our YouTube channel
  • We use SM platforms to promote our advertising campaign, i.e. driver servicesPress release distribution via SM – General tweet about press release; tweet directly to bloggers and post about it on FB and LIMedia pitch – include “Tweet This” call to actionUpload the commercials to our YouTube channel
  • We promote services other than our driver-related onesWe try to humanize our sm messaging by adding photos and by including some fun, non-application related messagesListen to SM conversationRespond to opportunities to promoteExamples of the dialogue we’ve had with followers
  • Editorial calendarGovLoop’s Social Media Guide
  • HootSuite | Facebook InsightsGoogle Analytics | YouTube AnalyticsFlickr Stats
  • 2012 metrics
  • 2012 metrics

An Integrated Approach - Measuring Social Media for Government Presentation Transcript

  • 1. ROI of Social MediaAn Integrated ApproachHillary HartleyDirector of Integrated MarketingNIC Inc. | egov.com@hillaryhillary@egov.com
  • 2. ROI of Social Mediawww.egov.com
  • 3. ROI of Social Media29 states + 2 federal agencies2 of the 10 most populous states$22.5 billion securely processed200 million transactions7,500 applications3,500 federal/state/local agencies
  • 4. ROI of Social MediaSocial Media ROIGetting returns from well-craftedmessaging and marketing.
  • 5. ROI of Social MediaGetting Started? Have a Plan.• Set Goals.• Craft Clear Policies.• Engage > Listen > Monitor.• Measure.
  • 6. ROI of Social MediaSocial Media Plan10 QuestionsTen questions to get you well on your way.Goals. Strategy. Tactics. Usage.
  • 7. ROI of Social MediaGoals1. What do you hope to achieve?2. Do your goals make sense withinyour overall organizational goals?
  • 8. ROI of Social MediaStrategy3. How will social media complementyour organizational strategy?4. What types of content will youprovide?5. What types of content will you solicitfrom your community?
  • 9. ROI of Social MediaTactics6. What are the steps you’ll take toexecute the strategy you justoutlined?7. Who will be responsible forexecuting the various parts of thestrategy?
  • 10. ROI of Social MediaUsage8. What tools will you use?9. How will you develop the content?10. How often will you update?
  • 11. ROI of Social MediaPro Tip: Set Achievable Goals• Promote services• Engage with constituents• Provide customer service/support• Achieve transparency• Inform and be a news source• Embrace creativity
  • 12. ROI of Social MediaPro Tip: What’s Your Mission?• Don’t conflate strategy with tactics.• A tool is not a strategy.• Mission before tools!
  • 13. ROI of Social MediaPolicy & Guidelines
  • 14. ROI of Social MediaProvide Clear Rules• What’s in bounds?• What’s out ofbounds?• Who to escalatethings to?• Overall strategyINTERNALLY — develop a document that tells employees:www.texas.gov/en/about/Pages/social-media-policy.aspx
  • 15. ROI of Social MediaProvide Clear Rules• Be transparent• Be accurate• Be considerate• Be generous• Use disclaimers• Respect copyright• Reveal confidentialinformation• Violate privacy• Breach trademarksDO DON’T
  • 16. ROI of Social Mediahttp://socialmedia.policytool.net
  • 17. ROI of Social MediaProvide Clear Rules• Comment Policy• Terms ofParticipation• ExternalLinks/Third PartyEXTERNALLY — tell users what to expect and how to act.
  • 18. ROI of Social MediaFollow the Leaders• facebook.com/USArmy/info• facebook.com/CDC• www.whitehouse.gov/ofqtos• www.nysenate.gov/legal• newmedia.hhs.gov/standards/comment_policy.html• www.epa.gov/irmpoli8/policies• socialmediagovernance.com/policies.php?f=5
  • 19. ROI of Social MediaK.I.S.S.1. encourage participation2. declare limited monitoring3. define what is inappropriate4. what happens to inappropriate content5. acknowledgement
  • 20. ROI of Social MediaEngagementWhere to start? Get to know your audience.Give them what they want.
  • 21. ROI of Social MediaWhat to Tweet?• New or existingservices• Important/timely newsor emergency updates• Customer service orhelpful info
  • 22. ROI of Social MediaWhat to post?• Services you offer• Helpful info• Special events• Photos + videos do well onFacebook.• News + local updates getshared.
  • 23. ROI of Social MediaPeople love videos!• Get creative!• Demonstrate services.• Talk to constituents.• Cross-post to other platforms toreach a wider audience.
  • 24. ROI of Social MediaWhat to upload?• Community events• Service demos• PSAs• Testimonials• Commercials
  • 25. ROI of Social MediaThe first rule of SocialMedia Club?
  • 26. ROI of Social Media
  • 27. ROI of Social MediaMonitoring / ListeningTracking what kind of content resonates.Trend-spotting.
  • 28. ROI of Social MediaWhy listen?• Gain a deeper perspective• Find new insights• Get new ideas• Justify projects• Inspire your teams• Better understand trends• Keep track of your ―competition‖
  • 29. ROI of Social MediaKnow where to listen.Twitter SearchAlertsTrends$ $
  • 30. ROI of Social MediaPro Tip – Saved Searches• Twitter allowsyou to savesearches• They carry overto desktop andmobile tools• Quick way tomonitorkeywords orfollow an event
  • 31. ROI of Social Media“The hardest part of monitoring isfiguring out what to search for...thatusually takes a little trial and errorfinding the best searches.”Bob Spieldenner, Public Affairs Director with the Virginia Department of EmergencyManagement
  • 32. ROI of Social MediaWho should be listening?• interns• support staff• PIOsDefine the team, divide duties, and give everyone the tools.
  • 33. ROI of Social MediaKnow how to listen.• Agency or department name• Relevant URLs, keywords, & #hashtags• Campaigns, initiatives, events• Public figures, leaders, or key stakeholders• Critical issues• Nicknames, abbreviations, or misspellings ofany of the aboveDevelop a stack of keywords and saved searches that include:
  • 34. ROI of Social MediaMeasuring
  • 35. ROI of Social MediaMeasuring Social Media Activity• ExposureHow many people are you reaching?• EngagementHow many people are you engaging?• InfluenceIs your content influencing the conversation?
  • 36. ROI of Social MediaMeasuring Exposure• Track growth of followers aspercent of total followers• Compare month to monthTactics:
  • 37. ROI of Social MediaMeasuring EngagementTrack the number of people that click on links,the number of messages retweeted, or hashtagsused.Track the number of ―likes,‖ the number ofcomments and wall posts.Track the number of comments on a video, thenumber of times it was rated, and the number ofnew subscribers to your channel.Tactics:
  • 38. ROI of Social MediaMeasuring Influence• Track the ―sentiment‖ of comments, mentions,shares — ―ugh‖ vs. ―awesome‖• Rate each engagement as positive, negative,or neutral in tone. Assess.• Watch influential community members andsee if they are engaging in or reposting yourinformation.Tactics:
  • 39. ROI of Social MediaTools of the Trade• TweetReach• Google Analytics• Facebook Insights• Radian6 $$$• Sysomos $$• Scout Labs $
  • 40. ROI of Social MediaSocial Media ROI?
  • 41. ROI of Social MediaReturn onEngagementTime and investment spent participating or interactingwith social communities, and in turn, what transpiredthat’s worthy of measurement.http://socialmediatoday.com/index.php?q=SMC/176801
  • 42. ROI of Social MediaQuality > Quantity• Status measurements alone(Fans, Followers, etc.) don’t tellthe right story• The Case of 4,000 TwitterFollowers Who Don’t Care
  • 43. ROI of Social MediaA Framework forMeasuring Social Media• Attention. The amount of traffic to your content for a givenperiod of time. Similar to the standard web metrics of sitevisits and page/video views.• Participation. The extent to which users engage with yourcontent in a channel. Think blog comments, Facebook wallposts, YouTube ratings, or Twitter mentions.• Authority. The inbound links to your content – what usersare linking to a blog post, video, or other URLs.• Influence. The size of the user base subscribed to yourcontent. For blogs, feed or email subscribers; followers onTwitter; or fans of your Facebook page.http://j.mp/measuring-framework
  • 44. ROI of Social MediaA Framework forMeasuring Social Media• Attention. The amount of traffic to your content for a givenperiod of time. Similar to the standard web metrics of sitevisits and page/video views.• Participation. The extent to which users engage with yourcontent in a channel. Think blog comments, Facebook wallposts, YouTube ratings, or Twitter mentions.• Authority. The inbound links to your content – what usersare linking to a blog post, video, or other URLs.• Influence. The size of the user base subscribed to yourcontent. For blogs, feed or email subscribers; followers onTwitter; or fans of your Facebook page.http://j.mp/measuring-framework
  • 45. ROI of Social MediaTexas.gov/Driver
  • 46. ROI of Social MediaTexas.govKey Components• Integrated approachAd campaign  Texas.gov/Driver Press release  Social media• Be more social• Editorial calendar• Leverage each platform appropriately• Measure results
  • 47. ROI of Social MediaIntegrated Approach2300visits/dayUp >1k visits/day vs 2011Texas.gov/Driver landing pageAverageconversion ratein 2013 is 60+%2012 – 35%2011 – 14%Link to demo videos onYouTube
  • 48. ROI of Social MediaSocial media• Press releasedistribution• Media pitch call-to-action• Commercialson YouTubeIntegrated Approach
  • 49. ROI of Social MediaOngoing applicationpromotionListen & respondHave funBe Social
  • 50. ROI of Social MediaProvides directionApplicationseasonalityOtherconsiderationsEditorial Calendar
  • 51. ROI of Social MediaMeasure ResultsExposure• Interaction with Texas.gov• Increase in followers• ―ShareIt‖Action• Clicks and conversions
  • 52. ROI of Social Media1818clicks(Facebook/Twitter)13transactions187click-throughs toTexas.gov apps284original posts60Share-Its5172followersup 40% over 2011Measure Results
  • 53. ROI of Social MediaMeasure ResultsTexas.gov/Driver Link Clicks TransactionsConversionRateDriver License Renewal (Quick Links) 52,031 20,381 39%Driver License / ID Card Renewal 90,010 30,018 33%Driver License Address Change 18,087 6,025 33%Driver Records 97,511 18,956 19%Driver License Reinstatement & Status 186,573 5,149 3%Vehicle Registration Renewal 21,097 Not available N/AReferrals from/Driver = 80,529transactionsAverage conversionrate for target servicesis35%...up from 14% in 2011 Texas.gov Conversions: Jan-Dec 2012
  • 54. ROI of Social MediaHere to help!Hillary Hartleyhillary@egov.com415-573-2487@hillary