Getting started in the social web: Government 2.0

Participating in the Social Web: Government 2.0 Government Web 2.0 conference, Ottawa Ontario November 17, 2009 Tamera Kremer / Partner, Strategic Consulting

Agenda 1. What you need to know before implementing Web 2.0 in your organization 2. Developing a plan and implementing it 3. Lessons and mistakes

What is social media / Web 2.0?

Social Media in Plain English Conversations, shared interests, information & insights.

Social Media is NOT ... About the tools. About you.

Social Media is ... About using the 2-way digital communications channels to converse as human beings with people who are interested.

Social Media is ... About being helpful and useful.

Social Media is ... About listening and learning.

Social Media is ... About changing the way things have always been done.

Itʼs not about pushing messages out & hoping they resonate ‣ Opening up means finding people willing to help. ‣ New ideas. ‣ Better ideas. ‣ Insights into ways to improve.

Anywhere thereʼs an Internet connection, communications are happening…

So… how do you get started?

Determine where people are already talking in the digital eco-system (the tools / networks)

Find out what people are saying and why.

Before jumping into the waters you need to learn how to swim.

What value can you add to the conversation? ‣ What makes you unique? ‣ What useful information do you have to share? ‣ How can you help make things better?

Things to consider when developing your strategic plan ‣ Conduct a social/ digital audit ‣ Develop a roadmap for meaningful participation ‣ Consider a multi-phased approach ‣ Find your internal champions ‣ Make sure your approach is sustainable ‣ How will you integrate your efforts ‣ Make your measurements meaningful for you

The legal department cannot drive these interactions… but they can help define the guidelines and then get out of the way.

Social media touches every aspect of an organization, it doesnʼt exist in silos

Developing guidelines: items to consider ‣ Internal: ‣ What are the rules of engagement for employees? ‣ How will you operationalize with various departments? ‣ External: ‣ How will you engage with various members of the public? ‣ Feedback loops: ‣ How will you incorporate and distill feedback? ‣ What are the best practices that should be incorporated (SEO, Tagging, Commenting, etc)

Air Force Web Posting Response Assessment V.2 Air Force Public Affairs Agency - Emerging Technology Division DISCOVERY Web Posting Contact Information Has someone discovered a post Phone: 703-696-1158 about the organization? E-mail: afbluetube@gmail.com Is it positive or balanced? YES NO Evaluate “TROLLS” MONITOR ONLY Avoid responding to Is this a site dedicated to specific posts, monitor bashing and degrading others? the site for relevant information and CONCURRENCE A factual and well cited response, NO YES comments. Notify HQ. which may agree or disagree with the post, yet is not factually “RAGER” erroneous, a rant or rage, bashing Is the posting a rant, rage, joke or negative in nature. or satirical in nature? FIX THE FACTS Do you wish to respond NO You can concur with the post, let stand or provide a positive review. with factual information Do you want to respond? directly on the comment U.S. Air Force “MISGUIDED” board? YES Are there erroneous facts (See Response in the posting? Considerations) NO YES NO YES Let Stand RESTORATION Let the post “UNHAPPY CUSTOMER” Do you wish to rectify stand -- no response. Is the posting a result of a negative experience? YES the situation and act upon a reasonable solution? NO (See Response Respond Considerations) SHARE SUCCESS FINAL EVALUATION Do you wish to proactively share Write response for current your story and your mission? circumstances only. (See Response Considerations) Will you respond? YES YES YES RESPONSE CONSIDERATIONS TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE Disclose your Cite your sources Take time to Respond in a tone Focus on the Air Force by including create good that reflects most used sites connection. hyperlinks, video, responses. highly on the rich related to the images or other Don’t rush. heritage of the Air Force. references. Air Force.

Social Media Guidelines - IBM

Donʼt be afraid to step outside of your comfort zone.

Be HUMAN Be OPEN Be USEFUL

Continue to evolve & transform.

L.E.T. GO Listen / Learn Transform Engage

Transformation takes time, effort and experimentation But the opportunities are incredible & powerful.

OpenDataTO / OpenDataVan

Data.gov

Data Mash-ups

311 Service via Twitter

Constituent Communications Facebook

Constituent Communications Twitter

Constituent Communications YouTube

Constituent Communications Blogs

Human beings are social & a great idea can ignite a movement...

WWF: Raising awareness & driving action * 24,958 Earth Hour blogs * 223,000 + fans on Facebook YouTube video 

On the flip side, unfavourable actions will travel in real-time…

#AmazonFAIL

The ebb and flow…

At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?

Where you can find me ‣ Website: www.teehanlax.com ‣ Email: tamera@teehanlax.com ‣ Blog: http://3i.wildfirestrategy.com ‣ Twitter: www.twitter.com/tamera ‣ LinkedIn: www.linkedin.com/in/tamerakremer ‣ Facebook: www.facebook.com/tamerak ‣ SusCamp: www.sustainabilitycamp.org … and a myriad of other places!

Credits ‣ http://www.commoncraft.com/socialmedia ‣ http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ ‣ http://www.ibm.com/blogs/zz/en/guidelines.html ‣ http://www.youtube.com/watch?v=1CRs-7lRlPo ‣ http://www.facebook.com/SFDEM ‣ http://www.facebook.com/SF ‣ http://blogs.wsj.com/digits/2009/04/13/blogs-and-twitter-coin-amazonfail/ ‣ http://data.vancouver.ca/datacatalogue/index.htm ‣ http://twitter.com/SF311 ‣ http://www.datato.org/app/ ‣ http://twitpic.com/135xa ‣ http://twitter.com/MayorGregor ‣ http://twitter.com/MayorOfLondon ‣ http://twitter.com/311Toronto ‣ http://www.data.gov/ ‣ http://www.mobile.ca.gov/apps.html ‣ http://www.youtube.com/user/Virginiagovernment ‣ http://www.youtube.com/user/californiagovernment ‣ http://blog.privcom.gc.ca/ ‣ http://blog.usa.gov/roller/

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Getting started in the social web: Government 2.0

by Tamera Kremer

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Getting started in the social web: Government 2.0 Presentation Transcript