Census Social Media: Part 2

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A presentation for program managers and data experts at the U.S. Census Bureau. Focus on the Census engagement and federal compliant tools and Terms of Service for free social media tools available to agencies.

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  • People have chosen the most popular ones
  • Other = combination of FB and youtube. 1 person said apps were blocked but the majroity said there weren’t any issues
  • This is what people perceived……… Other – people didn’t specify
  • There is verbal support but action is limited
  • Caring about it
  • News are tracking agency information
  • Appropriate use – social media guidelinesSave $ - this is new yellow pages – where people are coming for info, saves on phone calls, sharing info in user-friendly formatsocial media campaigns can cost very little, internal collaboration / wikipedia and knowledge sharing, conencting your team, good for morale, teaches people new skills and helps you recruit and retain younger people
  • Look at tweets and twitter streamsocial media page - http://www.census.gov/aboutus/social_media.htmlgood information, all one 1 page (compare to nasa page at http://www.nasa.gov/connect/)could use more verbsnice disclaimer on bottomtop banners look weird, too much text thatfocal point?
  • TAMMI SLIDELater – include slide on census vs. uscensusbureau – show them – check social names – do it liveOn knowem.comMOVE IT HERE
  • census vs. uscensusbureau – show them – check social names – do it liveOn knowem.com
  • possible to have coherent and strong voice with training
  • Social media dashboard
  • Social media dashboard
  • Social media dashboard - Measuredvoice
  • http://www.youtube.com/watch?v=NXpYVTnyCjU
  • Social media dashboard
  • Apps. Gov, WMU, challenge.gov, apps.gov NOW
  • https://www.apps.gov/cloud/cloud/category_home.do?&c=SA
  • Social media tools, 508 compliant + FISMA compliant, free
  • TAMMIFree, guidance, hosting, tons of examples, interactive – help business side of the agency, managing data
  • 107+ challenges and 36 agencies
  • Free, guidance, hosting, tons of examples, interactive
  • July 21 - national cancer institute - Using Public Data for Cancer Prevention and Control (http://challenge.gov/challenges/208) - develop software apps that use data to promote healthy behaviors, early detection, early detection
  • Occupational Employment Statistics Challenge - Develop data visualizations that can help people plan their education, explore a career change, know what to expect in a new town, or negotiate pay and benefits.
  • JONhttp://www.usa.gov/webcontent/wmu/schedule/
  • http://www.census.gov/acs/www/about_the_survey/american_community_survey/
  • we don’t have any data visualziation tools but here are some tip
  • http://www.good.is
  • Context – comparing info to make it more personal + interesting - comparison
  • Gallery of Data Visualization 
  • We lack
  • timing for core audience – post during the spikes, are people doing the thing that you want them to do
  • Monitoring data is only valuable if metrics relevant to a company are being tracked, analyzed, then applied to improving a Social Media Marketing (SMM) strategy. metrics - strategy - output (in a circle)
  • Jay Baer's Social Media Metrics Sequence
  • What Are The Best Social Media Monitoring Tools? - http://oneforty.com/blog/what-are-the-best-social-media-monitoring-tools/
  • There are more than a dozen tools – find one that works for youhttp://oneforty.com/blog/what-are-the-best-social-media-monitoring-tools/
  • Social media metrics may be free but you can spend a LOT of time looking at them – too much. Know what you’re looking for BEFORE you collect
  • Bring connectivity, connectyour world to the customers – social media does this – you just need these 3 pieces
  • All sociaol media is a way for you to have conversations and share information with people, and for them to be able to reach you.
  • In the end, I hope you find just as much to like about social media as we do
  • http://oneforty.com/blog/what-are-the-best-social-media-monitoring-tools/What Are The Best Social Media Monitoring Tools? 
  • Census Social Media: Part 2

    1. 1. U.S. Census and Social Media<br />8/2/2011<br />1<br />Office of Citizen Services and Innovative Technologies<br />Center for Excellence in Digital GovernmentEngagement and Outreach Team<br />Part 2: Census Engagement<br />
    2. 2. Agenda<br />9:00-9:10   Introduce Topic and Speakers (Rick Denby)<br />9:10-9:50   Demographic Internet Staff (Census)<br />9:50- 10     Break<br />10:00 - 10:50 Social Media Part 1: Inform (Center for Excellence in Digital Government, General Services Administration)<br />10:50 - 11:00 Break<br />11:00 -11:20 Social Media Part 2: Engage (CEDG)<br />11:20-12:05 Brainstorming Sessions / Breakout (CEDG)<br />12:05 Wrap-up and adjourn (CEDG)<br />2<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    3. 3. We are<br />Jonathan Rubin<br />(@jonathan_rubin<br /> Tammi Marcoullier<br />(@TammiM)<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />3<br />
    4. 4. Agenda<br />1. Results of Social Media survey<br />2. Take a look at your pages / feeds<br />3. Census issues:<br /><ul><li>Coordinating social media
    5. 5. Social media tools that you might like
    6. 6. Data visualization – depends on tools,</li></ul>4. Metrics<br />4<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    7. 7. Agenda<br />1. Results of Social Media survey<br />5<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    8. 8. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />6<br />
    9. 9. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />7<br />
    10. 10. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />8<br />
    11. 11. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />9<br />
    12. 12. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />10<br />There is verbal support but action is limited [4]<br />
    13. 13. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />11<br />
    14. 14. Other Questions<br />How other gov agencies are using it and how well it's worked for them<br />How to use social media to get information to our data users<br />Why do people feel the obsessive need to know all about useless information?<br />How can / will it improve visibility of the programs SAIPE and SAHIE<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />12<br />
    15. 15. Other Questions<br />Appropriate use in the office<br />Why should I care about social media<br />How can we use it to interact with our data product users and customers?<br />I understand how SM can stimulate conversation / interaction, but how has it helped to reduce agency / org costs (in terms of time/resources)? <br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />13<br />
    16. 16. Agenda<br />1. Results of Social Media survey<br />2. Take a look at your Twitter feed<br />14<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    17. 17. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />15<br />
    18. 18. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />16<br />
    19. 19. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />17<br />
    20. 20. Let’s Open Up a Twitterfall<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />18<br />
    21. 21. Agenda<br />1. Results of Social Media survey<br />2. Take a look at your pages / feeds<br />3. Census issues:<br /><ul><li>Coordinating social media
    22. 22. Social media tools that you might like
    23. 23. Data visualization</li></ul>4. Metrics<br />19<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    24. 24. Who Owns Your Social Media?<br />Marketing?<br />IT?<br />Corporate Communications?<br />Social Media Team?<br />Management?<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />20<br />
    25. 25. Two Ways to Divide Work<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />21<br />Centralized<br />Decentralized<br />
    26. 26. Centralized<br />What it is: 1 person social media department  <br /><ul><li>Singular control of social media account</li></ul>Where you see it: Common in orgs new to social media / skeptical<br />Pro: Managing message is easy<br />Con: Engaging real time with audience very difficult (especially if international)<br /><ul><li>Voice can be one dimensional and has limited expertise</li></ul>8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />22<br />
    27. 27. Decentralized<br />What it is: Small close-knit group handles social media accounts <br /><ul><li>Given wide latitude to deal with questions</li></ul>Where you see it: Media savvy orgs <br />Pro: Varied experience and connect on multiple levels<br /><ul><li>Best model to create relationships and answer questions</li></ul>Con: Requires more coordination + resources<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />23<br />
    28. 28. Hybrid<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />24<br />
    29. 29. Hybrid<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />25<br />
    30. 30. Measured Voice<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />26<br />
    31. 31. Hootsuite Live Demo<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />27<br />
    32. 32. Which is More Important?<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />28<br />Controlled message<br />Customer responsiveness<br />vs. <br />
    33. 33. Agenda<br />Results of Social Media survey<br />Take a look at your pages / feeds<br />Census issues:<br /><ul><li>Coordinating social media
    34. 34. Social media tools that you might like
    35. 35. Data visualization</li></ul>Metrics<br />29<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    36. 36. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />30<br />Terms of service signed with:<br />Search tools<br />Blogs<br />Bookmarking<br />Document sharing<br />Multimedia<br />
    37. 37. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />31<br />
    38. 38. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />32<br />
    39. 39. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />33<br />
    40. 40. Challenge.gov<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />34<br />
    41. 41. Using Public Data for Cancer Prevention and Control<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />35<br />Challenge.gov<br />
    42. 42. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />36<br />Challenge.gov<br />Occupational Employment Statistics Challenge<br />
    43. 43. Web Manager University<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />37<br /><ul><li> Practical + affordable training
    44. 44. Open to federal, state, or local employees
    45. 45. Courses + Webinars
    46. 46. New Media Talks (free)
    47. 47. Annual Conference
    48. 48. http://www.usa.gov/webcontent/wmu/schedule/</li></li></ul><li>8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />38<br />
    49. 49. Agenda<br />Results of Social Media survey<br />Take a look at your pages / feeds<br />Census issues:<br /><ul><li>Coordinating social media
    50. 50. Social media tools that you might like
    51. 51. Data visualization</li></ul>Metrics<br />39<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    52. 52. Off To a Good Start<br />Many Eyes<br />Google Public Data Explorer<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />40<br />
    53. 53. Good Magazine<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />41<br />
    54. 54. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />42<br />
    55. 55. Challenge!!!<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />43<br />
    56. 56. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />44<br />
    57. 57. Data.gov<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />45<br />
    58. 58. Resources<br />Data Visualization Challenge - http://datavizchallenge.org/<br />The Best and Worst of Statistical Graphics - http://www.datavis.ca/gallery/<br />Improving Visualization http://www.improving-visualisation.org/<br />Open Knowledge Foundation http://okfn.org<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />46<br />
    59. 59. Agenda<br />Results of Social Media survey<br />Take a look at your pages / feeds<br />Census issues:<br /><ul><li>Coordinating social media
    60. 60. Social media tools that you might like
    61. 61. Data visualization</li></ul>Metrics <br />47<br />Office of Citizen Services and Innovative Technologies<br />8/2/2011<br />
    62. 62. You Can’t Manage What You Can’t Measure<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />48<br />
    63. 63. Is This Stuff Working?<br />52% of surveyed didn’t know how to measure Social Media effectiveness Source: The CMO Site, 2010<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />49<br />
    64. 64. Old Metrics<br />Hits<br />Page Views<br />“Touchpoints”<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />50<br />New Metrics<br /><ul><li>Unique Viewers?
    65. 65. Bounce Rate?
    66. 66. User Demographics?
    67. 67. Time on site?</li></ul>vs<br />
    68. 68. Remember:<br />Don’t ask “What’s the right metric?”<br />Ask “What’s the right metric for us and this project?”<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />51<br />
    69. 69. Possible Social Media Measurement<br />Visitors and sources of traffic<br />Network size (followers, fans, members)<br />Quantity of commentary about brand or product (sentiment analysis)<br />When do people visit your site<br />Where are they coming from?<br />What are they looking for? <br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />52<br />
    70. 70. Metrics Need to be USED, Not Just Collected<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />53<br />
    71. 71. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />54<br />
    72. 72. April 2011 Survey to 150 Socmed Professionals:<br />54% spend <$100 a month on metrics tools<br />60% are OK with current tool<br />48% would be “very disappointed” if no Twitter<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />55<br />
    73. 73. Which Tool to Monitor Twitter?<br />26% Desktop client (Tweetdeck)<br />23% Mobile app (SocialScope, Tweetie)<br />12% Scheduling tool (Hootsuite, CoTweet)<br />12% Analytics tool (Klout, TwitterCounter)<br />15% Web-based client (Brizzly, Ginx)<br />4% Auto-follow tool (TwitterMass, Twollow)<br />6% Notification tools (Qwitter, Social Oomph)<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />56<br />
    74. 74. Watch Out for the Time Sink<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />57<br />
    75. 75. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />58<br />Invest in Your Audience and Your Assets<br />+<br />+<br />=<br />
    76. 76. 8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />59<br />=<br />Social Media = Conversation Tool<br />
    77. 77. Social Media<br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />60<br />
    78. 78. See you in 10 minutes <br />8/2/2011<br />Office of Citizen Services and Innovative Technologies<br />61<br />

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