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Social Media In the Public SectorOCTOBER 18, 2011In collaboration with © 2011 MARKET CONNECTIONS, INC.

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2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 2Tweet with us! @mkt_connections @strategicguy #socialgov 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 3Methodology884 online survey respondents:• Federal Government o 228 Federal Civilian/Independent o 124 Dept of Defense/Military• 181 State and Local Government• 272 Government Contractors8 in-depth telephone interviewparticipants• 3 Government Contractors• 1 Federal Civilian agency employee• 1 former DoD employee• 3 Social Media industry experts 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 4Primary Work Location by GSA Region Name Percentage Maryland West CoastNational Capital Region 19% 12% Mid Atlantic 15% Midwest D.C. Great Lakes 13% 21% Southeast Sunbelt 12% Pacific Rim 10% Virginia Southwest Southeast Greater SW 9% 9% 13% NE and Caribbean 6% NW/Arctic 5% Heartland 4% Rocky Mountain 4% 19% of all survey New England 2% participants work Military/APO <1% in the National Total 100% Capital region 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 5Age and Gender21-34 19% Male 43%35-44 32% 57% Female45-54 31% 55+ 19% 0% 10% 20% 30% 40% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 6Definitions of Social Media 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 7Beginnings of Social Media Use Overall Federal Contractor Does not use 9% 8% 6% Within the past year 32% 41% 21% 1-2 years ago 40% 37% 48% More than 2 years ago 19% 14% 25% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 8How Social Media Is Used 74% 92% 70% HOME WORK ANY MOBILENote: Multiple responses allowed sopercentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 9Most Widely Used Mobile Devices to AccessSocial Media Federal Govt Contractors 70% 62% 60% 53% 50% 42% 39% 35% 40% 30% 28% 27% 29% 20% 10% 0% iPhone Blackberry Android iPadNote: Multiple responses allowed sopercentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 10Top Three Social Media Tools Used Federal Govt Contractors90% 83% 85% 76% 80%80% 70%70% 61%60%50%40%30%20%10% 0% Online videos, pictures Blogs Non-government specific social networks 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 11Sites Used Most During the Past Month 2010 2011 2011 Federal Govt Federal Govt Contractors 72% 86% 88% 61% 80% 87% 32% 70% 93% 30% 55% 70% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 12Government-Specific Sites Being Used 2010 2011 2011 Federal Govt Federal Govt Contractors 11% 35% 55% 5% 30% 30% - 30% 39% - 28% 28% - 31% 28% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 13Banned Sites Federal Govt 2011 Federal 2010 Contractors 2011 Contractors 201060% 55% Federal Contractors Govt40% Facebook Facebook 28% Twitter Twitter YouTube YouTube 19%20% MySpace 9% LinkedIn0% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 14Top 5 Uses of Social Media Federal Govt Contractor To inform decision making 100% 100% To communicate externally with citizens 81% and other agencies/orgs 85% Internally between colleagues 78% 79% For research purposes/to gather info 64% 77% For promotion/marketing 61% 78% 0% 20% 40% 60% 80% 100% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 15Top Tools Used to Inform Decision-Making Federal Govt 40% 35% 35% 30% 25% 24% 20% 19% 15% 15% 10% 5% 0% Blogs Non-government- Wikis Government-specific specific social networks social networks 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 16Top Tools Used for Promotion and Marketing Contractors 60% 56% 53% 50% 43% 41% 40% 36% 30% 20% 10% 0% Blogs Online video, Non-government- Podcasts Wikis pictures specific social networksNote: Multiple responses allowed sopercentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 17Important Benefits of Using Social Media Federal Govt Increased education of the public 78% Access to information 77% Agency promotion 76% Increased collaboration 71% Cost savings or other efficiencies 70% 0% 20% 40% 60% 80% 100% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 18Important Benefits of Using Social Media Contractors Marketing/promotion 85% Thought leadership promotion 84% Increased collaboration 75% Improved customer access to organization information 74% Increased transparency of organizations operations 60% 0% 20% 40% 60% 80% 100% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 19 Permitted to Represent Organization Using Social Media Federal Govt Contractors 2011 2010 2011 201070% 70%60% 60%50% 46% 50% 46% 37% 39%40% 33% 40% 33%30% 25% 30% 25% 23% 21% 17% 20%20% 13% 12% 10%12% 9% 10%10%0% 0% Yes Yes, but No Dont Yes Yes, but No Dont with know with know restrictions restrictions 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 20Restrictions on Social Media Use Restriction Federal Govt Contractors Must fit within pre-determined guidelines 79% 71% Only specific personnel are permitted 45% 40% Must be pre-approved 52% 33% Only certain sites allowed 27% 16% Only specific departments permitted 28% 17% Internal use only 10% 9% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 21Top Three Challenges of Using Social Media Federal Govt Contractors 60% 49% 50% 50% 40% 41% 40% 31% 30% 21% 20% 10% 0% Aligning a social media strategy Measuring return on Internal governance/legal issues to the agencys/organizations investment/developing overall objectives performance metricsNote: Multiple responses allowed sopercentages will not equal 100%. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 22Measuring ROI for Social Media Use Changes in traffic/clicks to site 64% Changes in awareness 64% Number of connections cultivated 45% Recognition as a thought leader 44% Number of leads generated 43% 0% 10% 20% 30% 40% 50% 60% 70% 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 23 Increases in Social Media Use Expected Over the Next 12-18 Months100% 25%80% 40% Increase significantly60% 56% Increase slightly40% 51%20% No change 18% 0% 8% Federal Govt Contractors 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 24Key Takeaways• Leverage where and how social media is being used.• Build presence in a few key areas and execute well.• Have clear objectives for implementation and a plan for measuring ROI.• Integrate campaigns across social media channels.• Promote success stories. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 25 Cathy Cromley, Director of Business Development | Market Connections, Inc. 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025, ext. 108 cathyc@marketconnectionsinc.com Marc Hausman, President and CEO | Strategic Communications Group 1400 Spring Street, Suite 330 | Silver Spring, MD 20910 | 301.408.4500 mhausman@gotostategic.com 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

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@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 26PanelistsMODERATOR D.J. Caulfield Charles J. “Jack” Holt, APRMarc Hausman GSA Branch Chief, Office of Director for Policy Analysis,President, Customer Accounts & Research Blue Ridge Information SystemsStrategic Communications Group Communications and Portal Services DOD former Sr. Strategist for Emerging MediaMeredith Lawrence Steve Lunceford Nancy Rey NoltingDirector of US Federal Marketing, Senior Manager, Marketing Program Manager,Polycom Deloitte Services, LP Intelsat General Corporation