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Social media, Gov 2.0 and government workers

JD Lasica
JD Lasica

At the annual conference of the American Society for Public Administration in Las Vegas on March 4, 2012, JD Lasica and Chris Abraham of Socialmedia.biz will be giving a Super Session on social media strategy for public sector managers and employees. This presentation covers topics such as the importance of a social media strategy, metrics, SEO, keywords, Gov 2.0 sites, and lots more.

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SUPER SESSION



Create impact with
a Social Media Action Plan
                  American Society
                  for Public Administration
                  Las Vegas, March 4, 2012




            JD Lasica         Chris Abraham
            Socialmedia.biz   Social-Ally.com
Today’s hashtag
                                  Creative Commons
                                  photo on Flickr
                                  by Prakhar




     Tweet this preso! Hashtag:
             #aspacon
What we’ll cover today
1. Survey of ecosystem
2. Begin with a strategy
3. Meaningful metrics
4. Content & conversation
5. Gov use of social media
6. Campaigns with impact
7. Use your community
Q&A, summary, hugs, tearful goodbyes
Relax!
                                   Creative Commons
                                   BY photo on Flickr
                                   by Tom@HK




     http://socialmedia.biz/aspa
8 color handouts. Be happy!
     http://socialmedia.biz/aspa
THE ECOSYSTEM


Social media a game-changer
• Blogs
• Social networks
• Microblogs (Twitter)
• Online video (YouTube,
    Vimeo, Dailymotion)
•   Widgets
•   Photo sharing (Flickr,
    Photobucket, etc.)
•   Podcasts
•   Virtual worlds
•   Wikis
•   Social bookmarking
•   Forums
•   Presentation sharing
Ad

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Social media, Gov 2.0 and government workers

  • 1. SUPER SESSION Create impact with a Social Media Action Plan American Society for Public Administration Las Vegas, March 4, 2012 JD Lasica Chris Abraham Socialmedia.biz Social-Ally.com
  • 2. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #aspacon
  • 3. What we’ll cover today 1. Survey of ecosystem 2. Begin with a strategy 3. Meaningful metrics 4. Content & conversation 5. Gov use of social media 6. Campaigns with impact 7. Use your community Q&A, summary, hugs, tearful goodbyes
  • 4. Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialmedia.biz/aspa
  • 5. 8 color handouts. Be happy! http://socialmedia.biz/aspa
  • 6. THE ECOSYSTEM Social media a game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing (Flickr, Photobucket, etc.) • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
  • 7. Staggering growth • 77% US adults are frequent social media users.* • 150 million active blogs; 1 million blog posts created per day • 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter) • Twitter: 100+ million active users, 250 million tweets per day • Flickr: 35 million people, 4 billion-plus photos • YouTube: 3 billion videos watched per day *source: Nielsen Online, spring 2010
  • 8. Facebook: The social network 850 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
  • 9. Revolutionizing revolutions • Egypt: 18 days from Facebook-organized protest to Mubarak’s fall • Facebook group One Million Voices Against FARC mobilized 10 million people to march against FARC in hundreds of cities in Colombia • Different outcome in Iran & Myanamar
  • 10. Revolutionizing politics 2012 Obama Re-election Campaign
  • 11. Revolutionizing governance • Open gov initiatives in New York, Chicago, elsewhere • Nationwide 311 efforts • Data.gov • Utah.gov 2.0 • Virtual Alabama • Washington, DC’s Gov 2.0 efforts • Cook County’s open data portal • New Orleans’ open data platform
  • 12. Revolutionizing communications • 8 trillion text messages sent in 2011 • 5.3 billion mobile subscribers worldwide — 77% of Earth’s population • 500 million to 1 billion people access Internet via mobile, many of them only through mobile • Almost 1 in 5 global mobile subscribers have access to fast mobile Internet (3G+) • Today 85%+ of new handsets can access mobile Web Sources: mobiThinking, Wikipedia
  • 13. DON’T FORGET MOBILE! Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
  • 14. EXERCISE Create a mobile calling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
  • 15. 2 . L AY T H E G R O U N D W O R K Before you plunge in ... • Understand that social media is a series of stages: crawl, walk, run, fly • Do you have a social media policy or guidelines? • Do you have a Strategic Social Media Plan in place? • Have you defined a clear theme? • Are you listening to your constituents & community? • Have you built a program before you turn to a campaign? • Have you identified and trained your team members? • Do you have buy-in from top management?
  • 16. Begin with a strategy Elements of a Social Media Action Plan: 360 assessment of social media capabilities Spell out business goals Identify online community Proposed use of social tools & platforms Lay out metrics program Recommendations on expanded capabilities Competitive/peer analysis
  • 17. E S TA B L I S H G O A L S How can you use social media? • Raise public awareness of your program or cause • Reach new constituents & supporters • Involve the community in decision-making • Build a community of passionate champions • Get people to take real-world actions • Enhance existing communications programs • Raise funds for a cause • Advance your organization’s mission
  • 18. 3. MEANINGFUL METRICS Before you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
  • 19. THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, why Funnel ACTION of love
  • 20. Map goals to metrics Goals KPIs to measure • Grow email list # newsletter subscribers • SEO: Increase online visibility increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
  • 21. KEYWORDS ARE KEY What does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
  • 22. New metrics of engagement Beyond page views "We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift
  • 23. HANDOUTS Two cheat sheets http://socialmedia.biz/aspa
  • 24. 4 . C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
  • 25. C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N T Your organization is a media outlet Awareness > Influence > Action > Impact
  • 26. Create lightweight media Don’t look now but you’re a content creator! Using Animoto
  • 27. F O R N O N P R O F I T S & C A U S E O R G A N I Z AT I O N S Make the stories personal Find emotional core, use videos or photos to make us feel invisiblepeople.tv
  • 28. Find your internal storytellers • List staffers’ skills • Who’s good at photos? • Video? • Writing? • Facebook or Twitter? • Create a Blog Squad • Who’s good at campaigns? • Open your blog to guest posts
  • 29. 5. GOVERNMENT USE OF SOCIAL MEDIA Open government When citizens believe their governments are sharing more information, they are more likely to feel satisfied with civic life. Pew Internet & American Life Project, “How the Public Perceives Community Information Systems”
  • 30. Civic engagement platform SeeClickFix.com
  • 31. CONNECTING CITIES & CODERS Code for America codeforamerica.org
  • 32. O B A M A I N I T I AT I V E Helping kids get healthier LetsMove.gov
  • 33. W I N T E R C I T Y S T R AT E G Y City of Edmonton edmontonwintercity.ideascale.com
  • 34. IN GOVERNMENT Twitter power users @corybooker @bouldercolorado @clairemc @PhiladelphiaGov @MikeBloomberg @StateDept
  • 35. D . C . O F F I C E O F C I T Y A D M I N I S T R AT O R One City Map capstat.oca.dc.gov & map.data.dc.gov
  • 36. D C . G O V D ATA C ATA L O G Roll your own data data.octo.dc.gov
  • 37. D ATA V I S U A L I Z AT I O N Map mashups with open data Broadband speeds at schools & colleges in Miami
  • 38. D ATA V I S U A L I Z AT I O N Descry Project’s Obesity Epidemic visitmix.com/labs/descry/theobesityepidemic/
  • 39. 6 . C A M PA I G N S W I T H I M PA C T Championing a cause online Unity Productions Foundation
  • 40. U N I T Y P R O D U C T I O N S C A M PA I G N Using the Long Tail myfellowamerican.us • 1,387 bloggers responded, 800 shared My Fellow American video • Video has received 655,000+ views • Thousands of Americans shared personal stories about positive experiences with Muslim-American neighbors
  • 42. FRESH AIR FUND Real-world outcomes • 11 blogger outreach • 1600% increase in campaigns online mentions • Expanded Facebook, • Strengthened brand Twitter presences awareness • Enhanced website SEO • Expanded donor funnel
  • 43. SAVE MARY LAKE The rise of micro-giving SaveMaryLake.com: $300,000 raised in 2 months
  • 44. C H A R I T Y: WAT E R Make your cause tangible http://charitywater.org/projects/map/
  • 45. TWEET FOR A CURE Spinal Muscular Atrophy 2,922 people have tweeted reaching 1.6 million followers http://gwendolynstrongfoundation.org
  • 46. EXERCISE SMA: Tweet for a Cure http://bit.ly/tweet4cure
  • 47. SAVE MY MORTGAGE INTEREST DEDUCTION Advocacy campaign savemymid.com
  • 48. 7. USE YOUR COMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Tap into the sharing community
  • 49. Find your external champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Useful tools: Klout, SocialMention, Google Analytics.
  • 50. Use social love handles! Generate an Attention Wave to socialize your campaign
  • 51. The awesome power of free Free content! Free resources! • Free photos • Socialbrite.org/sharing-center • Free videos (eg, TED talks) • Creativecommons.org • Free music & audio • Techsoup Free services! Free expertise! • Google Grants • BarCamp • YouTube for Nonprofits • PodCamp • Google Earth for Nonprofits • WordCamp • Social Media Club Free software & platforms! • WordPress & its plug-ins • Open Office, Google docs • Drupal, Joomla
  • 52. RESOURCE flickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 210 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
  • 53. RESOURCES Productivity tools • Google docs • LibreOffice • Google groups • Private group on Facebook • Project management (Huddle.net, SharePoint) • Skype
  • 54. SOCIAL MEDIA DASHBOARDS Pace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
  • 55. Key takeaways • Begin with an aligned strategy, not with the tools. • Measure, measure, measure! Evaluate, iterate, relaunch. • Tell your stories. • Use your community — your biggest resource: your advocates!
  • 56. Don’t settle for the status quo If you do not change direction, you may end up where you are heading. — Lao Tse
  • 57. Thank you, let’s talk! http://socialmedia.biz/aspa JD Lasica Chris Abraham jd@socialmedia.biz chris@socialmedia.biz Twitter: @jdlasica Twitter: @chrisabraham