Social Media In The Federal Market


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Social Media presentation I gave in December 2010

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Social Media In The Federal Market

  1. 1. FedSources Breakfast & Buzz: Social Media in the Government Market December 2010
  2. 2. Agenda <ul><li>8:00 – 8:30 am Registration & Breakfast </li></ul><ul><li>8:30 – 9:00 am “Tweetables” Icebreaker #FedSourcesBuzz </li></ul><ul><li>9:00 – 9:30 am Social Media Overview & History </li></ul><ul><li>9:30 – 9:40 am Why Government & Social Media </li></ul><ul><li>9:40 – 10:00 am Federal Agencies & Social Media </li></ul><ul><li>10:00 – 10:30 am Open Discussion </li></ul><ul><li>10:30 am Conclude </li></ul>
  3. 3. Tweetables Icebreaker <ul><li>Describe yourself in 140 characters or less </li></ul>
  4. 4. Social Media History & Overview <ul><li>Social Media History & Overview </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Others: </li></ul><ul><li>Foresquare, Blogger, </li></ul><ul><li>Flickr, YouTube, Vimeo </li></ul>
  5. 5. LinkedIn <ul><li>LinkedIn </li></ul><ul><li>Founded May 2003 </li></ul><ul><li>70 million members (36M in US) </li></ul><ul><li>Average member has 60 connections </li></ul><ul><li>Average member is 43 years of age </li></ul><ul><li>41.6% members influence/make business purchase decisions </li></ul><ul><li>Direct messaging, friend request, keyword search, groups, events </li></ul><ul><li>Government Contacts: 600+ Government Agency CIO </li></ul><ul><ul><li>Advanced Search, title, industry </li></ul></ul><ul><li>Government Groups: 5K+ groups </li></ul><ul><ul><li>Groups search with “government” keyword </li></ul></ul>
  6. 6. Facebook <ul><li>Facebook </li></ul><ul><li>Launched February 2004 </li></ul><ul><li>500 million active users (only 30% in US) </li></ul><ul><li>50% of active users log on daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>Median age is 31 years of age </li></ul><ul><li>Users spend 700 billion minutes/month on Facebook </li></ul><ul><li>Both personal and professional users/profiles </li></ul><ul><li>New Email (12/13), direct messaging, friend request, profiles, pages, groups, events, Bing integration, forums, etc </li></ul><ul><li>May 2009 White House became one of the first federal offices to launch a Facebook page </li></ul><ul><ul><li>843,600+ Likes </li></ul></ul>
  7. 7. Twitter <ul><li>Twitter </li></ul><ul><li>Founded 2007 </li></ul><ul><li>106 million users </li></ul><ul><li>Median age is 35 years of age </li></ul><ul><li>Average user has 70 followers </li></ul><ul><li>Followers, Direct Messaging, TweetChat, </li></ul><ul><li>search, (analytics?) </li></ul><ul><li>Event hashtag - #FedSourcesBuzz </li></ul>@FedSources @WashMG @TheCGPOrg @ClearanceJobs
  8. 8. Other Social Media <ul><li>Vimeo, Flickr, YouTube, </li></ul><ul><li>Foursquare, Blogger, etc </li></ul><ul><li>Conversation Prism </li></ul><ul><ul><li>view of the social media universe, categorized & organized by how people use each network </li></ul></ul>
  9. 9. Why now? <ul><li>Government Transparency </li></ul><ul><li>President Obama’s January 2009 memorandum promoting transparency and open government </li></ul><ul><ul><li>“a system of transparency, public participation, and collaboration” </li></ul></ul><ul><li>Growing trend </li></ul><ul><ul><li>50% of population is under age of 30 </li></ul></ul><ul><ul><ul><li>96% use social media </li></ul></ul></ul><ul><li>Free, easy to use </li></ul>
  10. 10. Where is the Conversation?
  11. 11. Social Media Activity
  12. 12. Agency Social Media Usage <ul><li>59% of Civilian Agencies </li></ul><ul><li>80% of DOD Agencies </li></ul><ul><ul><li>65% use more than one </li></ul></ul>
  13. 13. DOD Social Media Sites
  14. 14. DOD – U.S. Army <ul><li>U.S. Army Social Media Efforts </li></ul><ul><li>Social Media Listing </li></ul><ul><li>48,000+ Twitter Followers </li></ul><ul><li>556,600+ Facebook Likes </li></ul><ul><li>My.Army.Mil </li></ul><ul><ul><li>1 st customizable web experience for DOD content </li></ul></ul><ul><ul><li>Army Knowledge Online Portal that allows users to create their own Army homepage with various social media tools and news feeds </li></ul></ul><ul><li>Army Live Blog </li></ul>
  15. 15. DOD – U.S. Air Force <ul><li>U.S. Air Force Social Media Efforts </li></ul><ul><li>Social Media Listing </li></ul><ul><li>21,000 Twitter Followers </li></ul><ul><li>265,600+ Facebook Likes </li></ul><ul><li>Technology-friendly & widely adopted social media </li></ul><ul><ul><li>Air Force has its own widget for anyone to include on their website </li></ul></ul><ul><ul><ul><li>live stream of branch news and events straight from the news page </li></ul></ul></ul><ul><ul><ul><li>RSS feeds, to deliver news on certain topics directly to interested parties </li></ul></ul></ul><ul><li>Air Force Live Blog </li></ul>
  16. 16. DOD – U.S. Navy <ul><li>U.S. Navy Social Media Efforts </li></ul><ul><li>Social Media Listing </li></ul><ul><li>15,000+ Twitter followers </li></ul><ul><li>247,000+ Facebook likes </li></ul><ul><li>Navy Live Blog </li></ul>
  17. 17. Civilian - NASA <ul><li>NASA Social Media Efforts </li></ul><ul><li>720,000+ Twitter followers </li></ul><ul><li>230,000+ Facebook likes </li></ul><ul><li>“Connect” tab </li></ul><ul><ul><li>Organized directory of every Mission/ Shuttle that has a Twitter (TweetUps), YouTube, Flickr, UStream, BuzzRoom </li></ul></ul><ul><li>NASA mobile </li></ul><ul><ul><li>5 iPhone Apps </li></ul></ul><ul><ul><ul><li>“ NASA App” - launch schedules, news feeds, photos and flight paths for active Missions </li></ul></ul></ul>
  18. 18. Civilian - USDA <ul><li>USDA Social Media Efforts </li></ul><ul><li>80,000+ Twitter Followers </li></ul><ul><li>15,000+ Facebook Likes </li></ul><ul><li>Food Safety Working Group </li></ul><ul><ul><li>collaboration partnerships widget with: </li></ul></ul><ul><ul><li>consumers, industry & regulatory partners </li></ul></ul><ul><ul><li>video & “sharing” features </li></ul></ul><ul><li>Let's Move </li></ul><ul><ul><li>First Lady Obama program to tackle childhood obesity </li></ul></ul><ul><ul><li>MeetUp, YouTube, blog, Facebook </li></ul></ul>
  19. 19. Civilian – U.S. Department of State <ul><li>US Department of State Social Media Efforts </li></ul><ul><li>46,000+ Twitter Followers </li></ul><ul><li>58,000+ Facebook Likes, </li></ul><ul><li>discussion board, videos, </li></ul><ul><li>multiple pages </li></ul><ul><li>DipNote blog </li></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Content </li></ul></ul>
  20. 20. What does this means to you? <ul><li>Relationships Matter </li></ul><ul><li>Develop relationships on social media platforms </li></ul><ul><ul><li>Additional touch points with your prospect/client/agency/contract/etc </li></ul></ul><ul><li>More you give, the more you get </li></ul><ul><ul><li>Actively participate, but at very least monitor </li></ul></ul><ul><li>Better Positioning Your Services and Products </li></ul><ul><li>Social media and its conversational tone keep you up-to-date on the proper positioning, terminology and expectations of your target audience </li></ul><ul><ul><li>How do you talk about your services and products? </li></ul></ul><ul><ul><li>Do your clients use the same language? </li></ul></ul><ul><ul><li>How can you engage with clients, prospects, and partners? </li></ul></ul>
  21. 21. What does this means to you? <ul><li>Partnering and Competitive Research </li></ul><ul><li>Social media makes keeping tabs on your partners and competition much easier than in the past </li></ul><ul><li>Monitoring their profiles can clue you in on new opportunities to partner or new strategic initiatives your competition has on the horizon </li></ul><ul><li>Beating the Competition to the Punch </li></ul><ul><li>Knowing your target audience better than your competition makes your proposals and presentations more thorough, concise, and accurate </li></ul><ul><li>May have more relevant & timely context than those of other bidders </li></ul>
  22. 22. What does this mean for your website? <ul><li>Social Media = Site Traffic </li></ul><ul><li>Facebook “Like” </li></ul><ul><ul><li>20% increase in traffic </li></ul></ul><ul><li>Discussion Forums (blogs) </li></ul><ul><ul><li>17% increase in traffic </li></ul></ul><ul><li>Audio/Video </li></ul><ul><ul><li>8% increase in traffic growth </li></ul></ul>
  23. 23. <ul><li>Social Media & SEO </li></ul><ul><li>69 % say social media among the top 8 referral sources </li></ul><ul><ul><li>15% from Twitter </li></ul></ul><ul><ul><li>13% from Facebook </li></ul></ul><ul><ul><li>12% from YouTube </li></ul></ul><ul><li>Real-time Twitter </li></ul><ul><li>Google integration </li></ul>What does this mean for SEO?
  24. 24. Social Media Challenges <ul><li>Privacy Concerns: </li></ul><ul><ul><li>Ability of agencies to protect the privacy and security of sensitive information, including personal information </li></ul></ul><ul><ul><ul><li>Privacy, security, records management, and freedom of information (FOIA) </li></ul></ul></ul><ul><ul><li>Ability of agencies to manage, preserve, and make available official government records </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Establish a clear, well-defined social media strategy to prevent potential backlash </li></ul></ul><ul><ul><li>Monitor, adapt quickly to changes </li></ul></ul>
  25. 25. Socialize with the WMG Family Become a government contracting “insider” by connecting with us. Follow us to get more information on how to succeed in the government market. WMG          Expert GSA Schedule Consulting FedSources        Market Intelligence with Human Insight We look forward to connecting with you!
  26. 26. Sources <ul><li>Public Sector Digital IQ </li></ul><ul><li>HubSpot </li></ul><ul><ul><li>Hubspot 2010 Online Marketing Blueprint </li></ul></ul><ul><ul><li>Hubspot Online Marketing Report by Industry </li></ul></ul><ul><li>GAO Reports </li></ul><ul><ul><li>Challenges In Federal Agencies' Use of Web 2.0 Technologies; July 22, 2010 </li></ul></ul><ul><ul><li>Opportunities to Strengthen Agencies’ Customer Service Efforts; Oct. 2010 </li></ul></ul><ul><li>Markitecture Consulting </li></ul><ul><li>The Conversation Prism </li></ul>
  27. 27. Sponsor – The Cleared Network + = <ul><li>The Cleared Network </li></ul><ul><li>Easy to use </li></ul><ul><li>Niche audience of security-cleared, U.S. citizens </li></ul><ul><li>100% career-minded, open to your hiring messages </li></ul><ul><li>Instant communication via real-time chat and instant messaging </li></ul><ul><li>Closed network, only for registered users, profiles are not public </li></ul><ul><li>Ideal for personal and corporate branding </li></ul><ul><li>Base network functionality is free </li></ul>
  28. 28. FedSources Driving Growth through Market Intelligence with Human Insight WMG Driving Growth through expert GSA Schedule Consulting