Social Media for Sauk County Government

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How the Sauk County Government can being understanding and leveraging social media technologies.

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Social Media for Sauk County Government

  1. 1. Leveraging Social Media:Sauk County Government Facilitator: Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 www.slideshare.net/dtstanley DON STANLEY | @3rhinomedia | 3rhinomedia.com
  2. 2. “The opportunity of social media and government is not economic or technological. It’s emotional.”Aneesh Chopra, CTO of the U.S. Government DON STANLEY | @3rhinomedia | 3rhinomedia.com
  3. 3. If that doesn’t work for you:Studies show that citizens who engage with governmentonline have a more positive view of government. Promotingclose online engagement also:• Creates better decisions by capturing local knowledge• Increases the capacity of society to understand complexity of problems• Increases public support by legitimizing the solutionsSource: http://www.slideshare.net/govloop/pew-government-online-study DON STANLEY | @3rhinomedia | 3rhinomedia.com
  4. 4. The RoadmapSECTION 1:• Understand why social media is so important today and review an example to set a barSECTION 2:• What foundations must be in place to be successful with social• 3 quick tips for getting escape velocity with social media and a Hands-On-Training exercise to get startedSECTION 3:• The 4 most popular tools and when to use them (& when not to)SECTION 4:• Finish HOT exercise and Q&A DON STANLEY | @3rhinomedia | 3rhinomedia.com
  5. 5. Let’s Get Started• Name• Agency• Title/Role• Biggest Challenges• Where do you rank yourself? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  6. 6. Government agencies are increasingly online. Why?
  7. 7. 20%Total amount of online time dedicated to social media. (And the number is increasing rapidly with mobile technology)
  8. 8. 20%And the number is increasing rapidly with mobile technology
  9. 9. BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms • 35% have researched government documents or statistics • 25% have received online advice from a government agency Source: Pew Internet DON STANLEY | @3rhinomedia | 3rhinomedia.com
  10. 10. Government 1.0 Town Halls Constituent Meetings DON STANLEY | @3rhinomedia | 3rhinomedia.com
  11. 11. Government 1.5 Streaming/Recorded Updated Websites Video DON STANLEY | @3rhinomedia | 3rhinomedia.com
  12. 12. Government 2.0 Mobile Apps Social MediaPeople want/expect engagement on the go DON STANLEY | @3rhinomedia | 3rhinomedia.com
  13. 13. Case Study
  14. 14. Case Study
  15. 15. Case Study
  16. 16. Case Study
  17. 17. Case Study
  18. 18. Case Study
  19. 19. Case Study
  20. 20. Case Study
  21. 21. Case Study
  22. 22. Social Media is a Spoke DON STANLEY | @3rhinomedia | 3rhinomedia.com
  23. 23. BREAK
  24. 24. Foundations: Getting Started & avoiding “squirrel syndrome”!
  25. 25. TargetsWhy is social media so important for non-profit success?
  26. 26. “Simplicity is the ultimate sophistication” Leonardo Da Vinci (Pareto’s 20-80)
  27. 27. 3 Pillars for Starting You MUST have in place
  28. 28. 3 Pillars for Starting
  29. 29. 3 Pillars for Starting
  30. 30. 3 Pillars for Starting
  31. 31. Pillar #1:Clear Goals, Clear Action Plan If you aim for nothing, you’ll hit it every time F.O.C.U.S
  32. 32. define strategyTake time to define your organizations social media goals: or others will define it for you (Ford & @citymama)
  33. 33. hope is not a strategy
  34. 34. hope is not a strategy
  35. 35. 20 Minute Hands-on Activity Answer these questions NOW as best as you can:1. Why are you using social media? What is the PRIMARY reason? What specifically do you want to accomplish? (see examples)2. Who do you need to connect with via social? Why are they in your 20%?3. How can you connect with them? What types of information would be of value to them and you?4. Why should they care are about you?5. How will you be active long-term? Remember this isn’t a one night stand. Think 12 months, 9 months, 6 months, 3 months to reach your marketing goals? Consider Hallmark as a guide.6. What tools should you use to engage with them? (notice this is far down the list)
  36. 36. How Can You Leverage Social?  Inform  Public Relations  Networking  Customer Service  Learning & Market Research  Respond  Build Community  Others … DON STANLEY | @3rhinomedia | 3rhinomedia.com
  37. 37. Pillar #2:Measure your activities are they helping your department achieve your communication goals? Brainstorm ideas now …
  38. 38. Measuring Tip #1: Measure what matters.What matters most?! Fans? Comments? Follows?Request? Mentions? Reduced customer service calls?Are you running your department more efficiently??
  39. 39. Pillar #3: Do the daily work andcommit to the long-term have a plan for how to handle growing pains The CDC has some great examples
  40. 40. Pillar #1: Have Clear PurposePillar #2: Measure Your ReturnPillar #3: Daily work and long- term commitment
  41. 41. BREAK
  42. 42. Tools
  43. 43. tastic onLet’s look at the #s
  44. 44. Number of Accounts150 million (2009)500 million (2010)700 million (2011)1 BILLION (2012) *FB is blocked in China
  45. 45. AVERAGE USERMONTHLY:• 8 friend requests per month• 15:33 minutes• 40 visits/month• 80 community pages, groups and events• creates 90 pieces of content each month• 350 million access FB via a mobile device each day (up from 200 million)DAILY:• 30 billion pieces of content are shared each day, including 250 million photosSource: facebook.com, pingdom.com
  46. 46. PROs CONs > Most popular tool > Low Visibility (16%) > Huge Potential Audience > Link averse > Low-cost marketing > Always changing rules > Great traffic source Great > Privacy concerns source for traffic > Takes time to use effectively > Highly targeted advertising > Poor mobile experience > Great for organizing events > Little control over the platform > Low learning curve for users > Not easy to connect with > Multiple ways to create influencers engagement (quizzes, “share this if …”Best for connecting with larger audiences, if you only can pick one tool, this is probably the best one to choose
  47. 47. Changing the world, 140 characters at a time
  48. 48. By The #s140 million users
  49. 49. By The #s 140 million users55% via mobile
  50. 50. By The #s 140 million users 55% via mobile40% just listen
  51. 51. 340 Million Tweets Per Day 110M early 2011-- 27M in 2010 -- 3.3M in 2009
  52. 52. the News Source
  53. 53. the Outreach Tool
  54. 54. PROs CONs > Low-cost marketing and > Little structure updates (traffic and highway) > Only 140 characters so many > Great way to connect with beginners don’t get language media and other “amplifiers” > Can be overwhelming > Great customer service tool > Tweets have short shelf life > Easy to connect with because it’s like an ongoing influencers conversation. > Easy to build communities > Difficult to navigate for many > Easy to target relevant > People expect engagement conversations (using hashtags) > Easy to listen to conversationsBest for listening, connecting with amplifiers and media, time-sensitive updates, does require consistency and clarity (hours, etc.)
  55. 55. LinkedIn connects you to your trusted contacts and helpsyou exchange knowledge, ideas, and opportunities with a broader network of professionals.
  56. 56. By The #s175 millionmembers
  57. 57. By The #s 175 million members2/second
  58. 58. By The #s 175 million members 2/second1 million groups
  59. 59. By The #s 175 million members 2/second 1 million groups22% mobile
  60. 60. By The #s 175 million members 2/second 1 million groups 22% mobileMost educated
  61. 61. PROs CONs> Great for B2B networking with > Limited interactionprofessionals > Delayed communication> Groups can be tremendous > Best for B2B interactionsresource for collaboration andnetworking> Great recruitment tool> Low-cost> Local and global access> LinkedIn Answers is a greateducational resource Best for: networking with others, recruiting, engaging with leaders, groups can be a tremendous value
  62. 62. YouTube
  63. 63. YouTube By The #s72 Hours/minute
  64. 64. YouTube By The #s 72 Hours/minute4B videos/day
  65. 65. YouTube By The #s 72 Hours/minute 4 Billion/day800m uniquevisitors/month
  66. 66. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine
  67. 67. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine4B hours/month watched
  68. 68. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched200m+ mobile views/day
  69. 69. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched 200m+ mobile views/day50x higher SER
  70. 70. PROs CONs>Second most used search tool > Tough to measure resultsin the world > Ads> Search priority (SEO) > Related videos> Use of mobile video isexploding> Targeted viewership> Easy to create, publish andshare videos> Educational videos boostthought leadership andpersonalize your organization>Video content is immenselypopular
  71. 71. THIS IS WHERE TO START! Now answer #61. Why are you using social media? What is the PRIMARY reason? What specifically do you want to accomplish? (see examples)2. Who do you need to connect with via social? Why are they in your 20%?3. How can you connect with them? What types of information would be of value to them and you?4. Why should they care are about you?5. How will you be active long-term? Remember this isn’t a one night stand. Think 12 months, 9 months, 6 months, 3 months to reach your marketing goals? Consider Hallmark as a guide.6. What tools should you use to engage with them? (notice this is far down the list)
  72. 72. So what will you do next?Let’s Discuss
  73. 73. Connect with me Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com don@3rhinomedia.com 608 561 7097www.slideshare.net/dtstanley

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