Social media broadview_iap2


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Social media broadview_iap2

  1. 1. Social Media=Mobile MediaToday‟s Internet is everywhere … Are you ready? Lloyd D. Brown, Director of Communications IAP2 Training March 27, 2013
  2. 2. What we’ll cover• What are the trends in social media usage, tool adoption• The current state of DOTs social media usage• Establishing a brand in the social media world
  3. 3. Let’s review• 1990 - AOL rules• 1996 – Cable broadband To get to the• 1998 – “Online PR” heart of social• 2000 – Rise of streaming audio media adoption, we• 2002 – AOL disappearing first must• 2005 – What‟s a blog? understand Internet access.• 2006 – We need a blog!• 2007 – Twitter, Facebook, Linkedin• 2009 – Smart phones, iPads = mobility
  4. 4. Internet accessContributing factors Latest statistics • 1 in 5 Americans do not Race use Internet Education • A third of Americans with disabilities are less likely Geography to go online Disability • „Mobile‟ is changing the gamePew Internet and American Life Project,
  5. 5. It‟s a mobile worldSOCIAL MEDIA TRENDS
  6. 6. Social media toolsWhat‟s so social about today‟s media?• Facebook• Twitter• YouTubeIt’s all about the conversation!
  7. 7. FacebookStill one of the most challengingsocial media outlets.• Privacy• Changing algorithms• Facebook „fatigue‟
  8. 8. TwitterMicroblogging site continuing tochange our news/informationculture in 140 characters.• 7 years old• 400 million „tweets‟ a day• Careers devastated, careers made
  9. 9. YouTube• More than 1 BILLION visitors a day• More than 2 BILLION searches a day So what are people doing online? Search Email Shop Social Banking network 92% 91% 71% 64% 61%
  10. 10. Quick pause: Do you remember?
  11. 11. Wireless generations? • 63% of American adults connect to the Internet wirelessly • However, 6 in 10 American adults connect via broadband (as of Aug. 2011)  Nearly 90% of adults with household income over $75,000 annually have broadband access. Source: 11
  12. 12. Connected devices here to stay American ownership: • Cell phones - 87% • Netbooks/laptops - 61% • E-readers - 26% • Tablet computers - 31% As of December 2012. Source: 12
  13. 13. Forget the desk: We’re moving Since 2009, laptop computers have out sold desktops Source: Pages/Trend-Data/Device- Ownership.aspx4/26/2012 13
  14. 14. Where are the eyeballs? ‘Consumers downloaded a record 1.76 billion apps between Christmas and New Year’s Eve 2012.’
  15. 15. We love our ‘smart’ phones • 46% of ALL adults own a SMART PHONE! • Smart phone owners (53%) now outnumber users of basic cell phones. Source: 15
  16. 16. Mobile phones open opportunities New York Times: “Other cultural forces aside, minorities, lower- income households and younger adults access the Internet at higher rates on mobile devices because Photo by Ed Yourdon they often do not have computers at home.” Source: 16
  17. 17. Technology Acceptance Model: Mobilechanges the rules of media consumption
  18. 18. Shoot for a moving target The advent of mobile changes the game • Your “customers” have gone mobile • For DOTs that means Internet = Mobile Media = Social Media4/26/2012 18
  19. 19. Established social media
  20. 20. Emerging social media• Pinterest• Storify• SnapChat• Vine• Path• Banjo
  21. 21. Using Vine
  22. 22. The current state ofDOT SOCIAL MEDIA USAGE
  23. 23. History of the survey• AASHTO‟s first social media survey of state DOTs published in 2010.• 26 states were using Twitter – primarily relaying road/traffic information• 14 states used Facebook.• 7 states had a blog• 10 states used podcasting
  24. 24. It was 1-way outreach in 2010• Survey respondents said social media was effective way of reaching an audience• Every state relied on news releases to reach media.• Only two states said they had reduced or cut other activities to manage social media.
  25. 25. In 2012, the world changesGood bye old tools, Hello new tools• 7 states use Pinterest, 4 states use Storify• Linkedin use cut in half, just 16% use podcasts• 1/4th of states have staff dedicated to social media full time• 11 states give their employees access to social media sites at work.
  26. 26. Most usedSocial media tool usage social media tools
  27. 27. 2012 = Engagement“We used to be very rigid and formal in all our responses.Now, were trying to humanize the feed. We post pictures ofourselves and answer the feed as people (saying I and we)instead of an agency (DOT says...). It has helpedtremendously and weve received really good publicfeedback!”“Were seeing a slow and steady gain in Twitter and Facebookfollowers. Were seeing more and more people asking questions,sharing comments or airing concerns via these two medium.”
  28. 28. Challenges aheadToo many tools, not enough time“Already we are spread kind of thin, so Ianticipate we will have to make a choice atsome point: either we shrink our socialmedia presence and focus on the mostsuccessful/useful tools, or we hire someoneto manage all of them full time.”
  29. 29. Challenges aheadEmployee access Does the policy allow employeesDoes your organization have a agency wide to access socialsocial media policy? media sites and tools? 4.8% 2.4% 7.1% 26.2%28.6% 66.7% 64.3% Yes No Not Sure Yes No Not Sure No Response
  30. 30. Putting social media to work2011 focus groups & interviews reportedstate DOTs barriers to implementation:• Organizational culture• Budgets• Legal concerns
  31. 31. Looking ahead at 2013• Social media emerging as public involvement tool.• A social media is standard tool. Focus now is on best practices, staffing, access to tools.• And …
  32. 32. Establishing a brand …IN A SOCIAL MEDIA WORLD
  33. 33. A new opportunity for engagement Formal federal decision-making process does not directly provide for the use of these new engagement technologies … but also doesn‟t prohibit them.4/26/2012 33
  34. 34. New technologies = Old problems • You still need a message that beaks through the information clutter • Accuracy and timeliness of information remain critical concerns for communication teams • New tools complement old tactics … more pressure on communication teams to manage more tools4/26/2012 34
  35. 35. Have a plan – use it• What are you trying to do?  Be informational? Collect comments? Be promotional? You need to know this.• Audience?  Where are they most likely to be? What are they most likely doing?• Be patient: Building community takes time.  No. 1 rule of engagement: “Have a take. Don‟t suck.” (lifted from sports radio host, Jim Rome)
  36. 36. When building ‘social’ plan Keep doing the basics well. • Be available: Is the web site easy to access? What about a mobile app? • Be responsive: Are there internal processes in place to handle questions or to pass along information? • Be creative: Are there opportunities to engage the public in new ways?4/26/2012 36
  37. 37. Conclusion • The public is moving, no longer limited by time or space. • The new technologies bring with them old challenges … and, new opportunities • Focus on a core communications program that includes:  Accountability  Responsiveness  Creativity4/26/2012 37
  38. 38. Social Media=Mobile Media Today‟s Internet is everywhere … Are you ready? Contact: Lloyd D. Brown, Director of Communications American Association of State Highway and Transportation Officials (202) 624-5802 office (202) 677-5811 cell lbrown@aashto.org10/30/2012 38