LiveWire2011: social media for local government

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A 45min presentation on why social media may be the best medium for local government organisations seeking to communicate with their community.

Presented at LiveWire2011 Wollongong (see http://livewirenetwork.com.au/)

Published in: Business, Technology
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  • LiveWire2011: social media for local government

    1. 1. Ctrl+VThe cut and paste on the social sphereAlan Jones, The New Agency
    2. 2. Before we begin I’m very old
    3. 3. Before we begin•http://about.me/alanjones I’m very old
    4. 4. Before we begin•http://about.me/alanjones•http://bit.ly/livewireresources I’m very old
    5. 5. Before we begin•http://about.me/alanjones•http://bit.ly/livewireresources•Not a Social Media Expert I’m very old
    6. 6. Before we begin•http://about.me/alanjones•http://bit.ly/livewireresources•Not a Social Media Expert I’m very•Chief Hindsight Officer old
    7. 7. Social media is the natural mediumfor local government
    8. 8. Why should I care about social media?
    9. 9. Why should I care about social media?•Before the internet, all communication media was broadcast (one-to-many)
    10. 10. Why should I care about social media?•Before the internet, all communication media was broadcast (one-to-many)•Early web was broadcast too
    11. 11. Why should I care about social media?•Before the internet, all communication media was broadcast (one-to-many)•Early web was broadcast tooBut social media is different — it is “many-to-many”
    12. 12. Why should I care about social media?•Before the internet, all communication media was broadcast (one-to-many)•Early web was broadcast tooBut social media is different — it is “many-to-many”Difference between broadcast (one-to-many) and socialmedia (many-to-many) is the ‘network effect’
    13. 13. Network effect = N2 http://www.flickr.com/photos/tsevis/ 552035968/
    14. 14. Time to 50M users•Printing press - hundreds of years•Radio - 38 years•TV - 13 years•Web - 4 years
    15. 15. Time to 50M users•Printing press - hundreds of years•Radio - 38 years•TV - 13 years Facebook -•Web - 4 years 100M users in <9 months
    16. 16. Top Australian TV audiences, by share1.Diana Spencers funeral 1997 6.LA Olympic opening ceremony 19842.Wedding of Charles and Diana 1981 7.The Sound of Music first TV showing 19773.Olympic opening and closing ceremonies 2000 8.Boxing: Rose v Rudkin 19694.Cathy Freemans Olympic gold run 9.The World Of The Seekers 1968 2000 10. Roots miniseries, 19775.Olympic swimming events 2000
    17. 17. Facebook reaches half of Australia SocialBakers, Nielsen, Hitwise 2011
    18. 18. Facebook reaches half of Australia• 49.99% of all Australians use Facebook each month (Aug 2011) SocialBakers, Nielsen, Hitwise 2011
    19. 19. Facebook reaches half of Australia• 49.99% of all Australians use Facebook each month (Aug 2011)• Roughly 50-50 male-female SocialBakers, Nielsen, Hitwise 2011
    20. 20. Facebook reaches half of Australia• 49.99% of all Australians use Facebook each month (Aug 2011)• Roughly 50-50 male-female• Grew 855,000 last month SocialBakers, Nielsen, Hitwise 2011
    21. 21. Facebook reaches half of Australia• 49.99% of all Australians use Facebook each month (Aug 2011)• Roughly 50-50 male-female• Grew 855,000 last month• Not just for kids: fastest growing demographics: 45-54 (11%), 25-34 (26%) SocialBakers, Nielsen, Hitwise 2011
    22. 22. Facebook reaches half of Australia• 49.99% of all Australians use Facebook each month (Aug 2011)• Roughly 50-50 male-female• Grew 855,000 last month• Not just for kids: fastest growing demographics: 45-54 (11%), 25-34 (26%) Ye ar to Feb, Australian Twitter audie nce grew 1,300% SocialBakers, Nielsen, Hitwise 2011
    23. 23. But I’m not a communications professional
    24. 24. Communications industry• Journalists, producers, creative professionals• Public relations, public affairs, investor relations, community relations professionals• Evolved to control, restrict, influence, create, broadcast media• Relied on choke-points like TV, radio broadcast licenses, expense and qualifications
    25. 25. Bye-bye barriers to reaching an audience
    26. 26. New model needed• When there are no choke-points, can we control the message at all?• When there are no choke-points, who is responsible for communications?• When everyone else is communicating, what message do we send if we’re not?
    27. 27. We’re all communications professionals now•If Ashton Kutcher will respond to my tweet, why won’t the council?•You have to start building your personal brand•Authenticity matters most in social media so ghost- writing is hard
    28. 28. Your switchboard will thank you
    29. 29. Communication asymmetry Phone Urgency Newspaper Brochure Website Detail
    30. 30. Communication asymmetry Phone Facebook Blog Urgency Twitter Newspaper Brochure Website Detail
    31. 31. The new telephone switchboard looks like this
    32. 32. Customer service on Twitter Wait time for enquiry Plus, on Twitter and Facebook Phone one answer can help many people Twitter Facebook Blog/website Wait time to learn
    33. 33. Why Social media is ideal for local government•Self-serve•Target locally, demographically•Low production, distribution cost•Instant and persistent•one-to-one or one-to-many•Can involve the community
    34. 34. Please involve the community
    35. 35. We’re all communications professionals now•Practice: •A real person answered my tweet!•Authenticity: •It matters that you do it
    36. 36. What can I do to develop social media skills? •Practice, practice, practice •Get mentoring
    37. 37. Benefits of social media at work•Employees allowed recreational internet at work are 9% more productive (<20% of total hours)University of Melbourne 2011
    38. 38. Equip your organisation•Train them on the tools•Give them permission to practice personal and professional social media in the workplace•Give them a FAQ (Frequently-Asked Questions)•Reward great work
    39. 39. The importance of ‘voice’• Don’t sound like an LGA, sound like a person• Identify yourself (e.g. “^aj”)• Get straight to the point
    40. 40. My email disclaimer Please consider the environment before printing this e-mail. After you’ve printed it, please consider the environment again. The environment thanks you for your consideration. The information contained in this email and any attachment is confidential and may contain legally privileged or copyright material, Facebook friend updates, new Twitter followers, unsigned artists who want to be your friend on MySpace or unexpected windfalls from representatives of African financial institutions. It is intended only for the use of the addressee(s) (is that even a word(s)?), those people the addressee(s) choose to forward it to, Google’s AdSense servers and the CIA. If you are not the intended recipient of this email, the intended recipient’s assistant, wife or close friend, you are not permitted to disseminate, distribute or copy this email or any attachments. If you choose to ignore this warning you will be prosecuted to the maximum possible extent of the (non-existent) law up to and including us sending someone round to sing loudly outside your bedroom window at three in the morning and peeing on your doorstep. If you have received this message in error, please notify the sender immediately via Twitter or Facebook and delete this email from your system, delete your system, reformat your drive and send the computer back to the manufacturer with a letter clearly explaining that you opened and read an email that wasn’t intended for you and would they please send you a new computer when they have a moment. The employer of the sender of this email does not represent or warrant that this transmission is secure, virus free, bad joke free, relevant to you professionally, or a good use of your time. Before opening any attachment you should check the attachment, your computer and your immediate surroundings for viruses, spraying any contaminated surfaces with an approved disinfectant. The organisation’s liability is limited to telling you to stop wasting our time reading pointless and unenforceable fine print at the bottom of emails.
    41. 41. Be great at social media the TNA way!
    42. 42. Be great at social media the TNA way!• This is a personal medium. Communicate like a person, not an organisation.
    43. 43. Be great at social media the TNA way!• This is a personal medium. Communicate like a person, not an organisation.• Start conversations by asking questions
    44. 44. Be great at social media the TNA way!• This is a personal medium. Communicate like a person, not an organisation.• Start conversations by asking questions• Twitter versus Facebook: news versus current affairs
    45. 45. Be great at social media the TNA way!• This is a personal medium. Communicate like a person, not an organisation.• Start conversations by asking questions• Twitter versus Facebook: news versus current affairs• Follow the people who tweet about you/your organisation
    46. 46. Be great at social media the TNA way!• This is a personal medium. Communicate like a person, not an organisation.• Start conversations by asking questions• Twitter versus Facebook: news versus current affairs• Follow the people who tweet about you/your organisation• You don’t have to respond
    47. 47. Be great at social media the TNA way!• This is a personal medium. • You don’t have to respond in this Communicate like a person, not an medium organisation.• Start conversations by asking questions• Twitter versus Facebook: news versus current affairs• Follow the people who tweet about you/your organisation• You don’t have to respond
    48. 48. Be great at social media the TNA way!• This is a personal medium. • You don’t have to respond in this Communicate like a person, not an medium organisation. • If it gives you pause… pause.• Start conversations by asking questions• Twitter versus Facebook: news versus current affairs• Follow the people who tweet about you/your organisation• You don’t have to respond
    49. 49. Risk
    50. 50. Risk• In broadcast media there’s no undo• In social media there’s no deadline, nothing is ever fixed, every discussion can be continued• There’s a credibility upside in making mistakes and correcting them
    51. 51. Publish everything
    52. 52. Publish everything• Publish in searchable formats• Use an Application Programming Interface (API)• Others will create the tools if you publish the data• Don’t make them register, allow anonymity• Everything one click away
    53. 53. Great tools
    54. 54. Social media tools•Hootsuite - group Facebook and Twitter management•Skitch - quick, simple screen grabber•Bit.ly - shorten an URL, track who clicked on it•UserVoice - great lightweight platform for community engagement
    55. 55. Great inspiration
    56. 56. Mosman Council Big Ideas ideas.mosman.nsw.gov.au
    57. 57. Development application tracking
    58. 58. Development application tracking
    59. 59. Development application tracking
    60. 60. Development application tracking
    61. 61. Development application tracking 1 Hackathon, 8 hours, 7 people = 19 new sources added, helping 1.8m people OpenAustraliaFoundation.org.au
    62. 62. Snap Send Solve• Promoted by Moonee Valley, Townsville, Wodonga, Lane Cove and other councils• Inner city council residents the most regular reporters• 20K users, 800 reports/mth (Aug 2011)What if Council published blog posts or tweets updating progress onmaintenance work?
    63. 63. Snap Send Solve• Promoted by Moonee Valley, Townsville, Wodonga, Lane Cove and other councils• Inner city council residents the most regular reporters• 20K users, 800 reports/mth (Aug 2011)What if Council published blog posts or tweets updating progress onmaintenance work?
    64. 64. Snap Send Solve• Promoted by Moonee Valley, Townsville, Wodonga, Lane Cove and other councils• Inner city council residents the most regular reporters• 20K users, 800 reports/mth (Aug 2011)What if Council published blog posts or tweets updating progress onmaintenance work?
    65. 65. Snap Send Solve• Promoted by Moonee Valley, Townsville, Wodonga, Lane Cove and other councils• Inner city council residents the most regular reporters• 20K users, 800 reports/mth (Aug 2011)What if Council published blog posts or tweets updating progress onmaintenance work?
    66. 66. Snap Send Solve• Promoted by Moonee Valley, Townsville, Wodonga, Lane Cove and other councils• Inner city council residents the most regular reporters• 20K users, 800 reports/mth (Aug 2011)What if Council published blog posts or tweets updating progress onmaintenance work?
    67. 67. Wrapping up
    68. 68. Wrapping up• You don’t want to be the only organisation of your type not interacting with your community using social media
    69. 69. Wrapping up• You don’t want to be the only organisation of your type not interacting with your community using social media• You don’t want to be bad at something as important as this
    70. 70. Wrapping up• You don’t want to be the only organisation of your type not interacting with your community using social media• You don’t want to be bad at something as important as this• You’re better off training your people and giving them permission to learn than trying to choke it off behind a communications team
    71. 71. Wrapping up• You don’t want to be the only organisation of your type not interacting with your community using social media• You don’t want to be bad at something as important as this• You’re better off training your people and giving them permission to learn than trying to choke it off behind a communications team• The best person to do this is you, whoever you are
    72. 72. Resources http://bit.ly/livewireresources alan@thenewagency.com.au http://about.me/alanjones

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