Social Media in Government

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Social Media in Government

  1. 1. Social Media in GovernmentJonathan Steffens Steve Cusumano
  2. 2. Why Use It..(Social Media has evolved, shouldn’t we?)
  3. 3. The Players (AKA Communication Channels)Facebook - Personal/PrivateTwitter - Personal/PublicLinked In - Professional/BusinessFlickr|Youtube - MultimediaBlogs|RSS - General Purpose Foursquare • Gowalla • Google Latitude aka ‘Location, Location, Location’
  4. 4. What We’ll Cover Deploying & Managing A Social Media Presence Centralized•Decentralized •Collaborative Goals (and how to achieve them) Case Studies: How We Did It (and what we’re still learning) Tools & Tips (to get you up and running)
  5. 5. Centralized
  6. 6. De-Centralized
  7. 7. Collaborative
  8. 8. Goals (and how to achieve them) Branding & Marketing Initiatives Defining Your Voice• Crafting a Message •Building Value Citizen/Customer Engagement User Submitted Content • Brand Ambassadors • Reputation Increase Exposure & Drive Traffic Broaden Audience• User Retention Rates •Viral Effect
  9. 9. Crafting the MessageTone - defining your voicePlanning - create a campaignSharable - expanding your reach twitter: using #hastags, shortners, & more facebook: images, video, and polls
  10. 10. Building Value Defining Your Audience Social ReachNeeds • Expectations • Haves ExecutionCollecting ResourcesTimely & Actionable FollowUpBe Responsive •Acknowledge Ambassadors • Incorporating Feedback
  11. 11. Goals (and how to achieve them) Branding & Marketing Initiatives Defining Your Voice• Crafting a Message •Building Value Citizen/Customer Engagement User Submitted Content • Brand Ambassadors • Monitoring Increase Exposure & Drive Traffic Broaden Audience• User Retention Rates •Viral Effect
  12. 12. Building ValueUser Submitted Content Added Value • No overheadSocial Media Ambassadors Influential•PublicityMonitoring Your Brand Tracking your message, reputation, and being responsive.
  13. 13. Goals (and how to achieve them) Agency Branding & Marketing Initiatives Defining Your Voice• Crafting a Message •Building Value Citizen/Customer Engagement User Submitted Content • Brand Ambassadors • Reputation Increase Exposure & Drive Traffic Broaden Audience• User Retention Rates •Viral Effect
  14. 14. Increasing Traffic & ExposureWhat We Discovered Tidbits 21,530 Visitors from SM 66% Female / 33% Male Twitter Rank*: 11th / 3rd Interactions Facebook Rank*: 18th / 4th Retweets: 2,327 % New Visitors to Mo.Gov Clicks: 12,603 (via Bit.ly) 35% Site Average 62% Social Media Jan 1 - May 31 * May 22 thru 31st
  15. 15. So what’s our secret? (Tools, People, & Time.)
  16. 16. Tools $$$ Ahem.. FREE
  17. 17. Measured Voice SEMA MO.GOV Agency CAgency A Agency B Division I Division II
  18. 18. Case StudiesMO.GOV - Collaborative • Aggregate Info • Broad Audience Goals: Traffic, User Retention, Service OrientedTourism - Collaborative•Social Sharing • Specific Audience Goals: Traffic, Customer Engagement, MarketingJoplin Recovery - Centralized •Message Board• National Audience Goals: Realtime & Accurate Info, Increase Awareness, Direct Resources
  19. 19. Case Study: TourismToneEngagement Quality > QuantityMarketing Twitter Presence • Ambassadors
  20. 20. Case Study: Mo.Gov Facebook TwitterJan 1 - 371 fansMay 30th - 1,350Impressions: 290,3982,705,200 Missourians on FB
  21. 21. Case Study: Joplin Crisis May 23rd May 28th (Monday After on MO.GOV) (Sunday Memorial on MO.GOV) 29,700 Visitors 12,996 Visitors Social Media: 16% Social Media: 40% Twitter: 4,602 / FB: 121 Twitter: 488 / FB: 4,698 Week of the Event MO.GOV - JOPLIN RESOURCE PAGE 10,245 Pageviews / 49% from Social Media (5,036 pageviews)
  22. 22. Joplin Recovery FB Page Notes Like DeclineChange in Msg
  23. 23. Joplin Recovery FB Page Notes Like Decline Change in Msg Notes Easy to Like Better to Comment
  24. 24. Joplin Recovery Demographics
  25. 25. What to Remember aka Best PracticesDon’t Be Afraid to Engage Your Audience .. they expect it.What ‘value’ does the content bring .. smiles count ;)It Takes TIME (like alot!) Managing expectations Sustain for the long haul (it’s marathon, not a sprint!)
  26. 26. Questions? (we don’t bite)
  27. 27. Social Media in Government Learn more @ dmd.mo.gov | on.mo.gov/sm-slidesJonathan Steffens Steve Cusumano

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