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Local Government Meets Social Media - Parks Edition



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Local Government Meets Social Media - Parks Edition

  1. 1. LOCAL GOVERNMENTMeets Social Media<br />By KERRI KARVETSKICompany K Media<br /><br />
  2. 2. YOU’VE GOT QUESTIONS<br />WHY do we need social media? <br />WHAT exactly is social media? <br />WHERE do we even begin? <br />WHO is going to do this? <br />IMAGE SOURCE: 姒儿喵喵<br />
  3. 3. WHAT WE’LL COVER<br />Define and describe social media<br />Opportunities for government<br />Case Studies<br />Strategy Basics<br />Tools & Resources<br />
  4. 4. The Conversation Prism by Brian Solis and JESS3<br />
  5. 5. The days of controlling your marketing message and interrupting your prospects to tell it are over. Today, your message is what your [audience] say it is. <br />The [biz/np/gov’s] who win are those who listen to and empower their [audience] to evangelize their [brand/np/gov].<br />Joseph Jaffe, Flipping the Funnel<br />IMAGE SOURCE: Seth Godin On Creating A Non-Profit That’s Remarkable<br />
  6. 6. PUBLIC SERVICE 2.0<br />Stakeholders want to receive info/satisfy needs WHERE, HOW and WHEN they want<br />Swift<br />Personal<br />Informal<br />Flexible<br />IMAGE SOURCE: Happy Bunny graphic by Jim Benton<br />
  7. 7. WHY SOCIAL MEDIA WORKS<br />IMAGE SOURCE: Tapping Communities to Accelerate Corporate Innovation<br />
  8. 8.
  9. 9. FACEBOOK, SPRING 2010<br />400 MILLION active users<br />5 BILLION pieces of content shared/week<br />55MINUTESper day<br />LARGESTsocial network<br />MORE TRAFFICthan Google<br />DATA SOURCE: Social Brand Value <br />
  10. 10. TWITTER, SPRING 2010<br />106 MILLION active users<br />300,000 NEW accts/day<br />55 MILLION tweets/day<br />600 MILLION search queries/day<br />DATA SOURCE: Social Brand Value<br />
  11. 11. YOUTUBE, SPRING 2010<br />2 BILLION views/day (double prime-time audience of all 3 broadcast networks COMBINED)<br />24 HOURS video uploaded/minute<br />15 MINUTESper day<br />DATA SOURCE:Social Brand Value<br />
  12. 12. INTERNET + GOVERNMENT<br />82% <br />Looked for information or completed a transaction on a government website in the last twelve months (April, 2010)<br />SOURCE: Pew Internet Government Online Report<br />
  13. 13. SOURCE: <br />Pew Internet <br />Government Online Report<br />
  14. 14. SOURCE: <br />Pew Internet <br />Government Online<br />Report<br />
  15. 15. WHAT IS IT GOOD FOR?<br />Emergency management (case study)<br />Request feedback(case study)<br />Election info (case study)<br />Education (case study)<br />Listening<br />Customer service<br />Giving attention<br />
  16. 16. EMERGENCY MANAGEMENT<br />USGS maps Tweets during an earthquake.<br />SOURCE: Twitter 101 – CASE STUDY: The United States Geological Survey<br />
  17. 17. CRISIS COMMONS evolves from Haiti earthquake<br />SOURCE: <br />CrisisCommons<br />
  18. 18. REQUEST FEEDBACK<br />SOURCES: <br />Hillsborough County Facebook Page<br />Hillsborough County Blog<br />Hillsborough County Twitter<br />
  19. 19. ID HISTORY<br />SOURCES: <br />Smithsonian Institution on Flickr<br />Flickr Has Success With Public Archives<br />Smithsonian Commons Wiki<br />
  20. 20. ELECTIONS<br />SOURCES: <br />BOE New Castle County Facebook Page<br />Williamson County Elections Dept Facebook Page<br />
  21. 21. PUBLIC EDUCATION<br />SOURCE: Salt Lake County Health Department YouTube Series<br />
  22. 22. FOUNDATION FIRSTWEB 1.0<br />WEB, E-MAIL, FUNCTIONS (donate, tickets, buy)<br />YOU OWN relationship<br />YOU PAY for service<br />YOU CONTROL experience<br />SLOWER growth<br />BETTER ROI<br />BACKBONE for social media<br />IMAGE SOURCE: Chiot’s Run<br />
  23. 23. OUTPOSTS NEXT(mostly) FREE WEB 2.0<br />THEY MAKE THE RULES (Facebook, Twitter)<br />THEY OWN relationship<br />THEY CONTROL experience<br />FAST growth<br />INCONSISTENT ROI<br />BEST FOR RECRUIT + ENGAGE<br />IMAGE SOURCE: Warren County CVB<br />
  24. 24. DIY WEB 2.0Blogging and custom social networks<br />Web 1.0 control w/Web 2.0 benefits<br />YOU own relationship<br />YOU control/influence experience<br />SLOW growth<br />Blogging = SEO<br />
  25. 25. SOCIAL MEDIA STRATEGY<br /><ul><li>Define need
  26. 26. Define audience (internal and external)
  27. 27. Get ideas from staff
  28. 28. Integrate with existing strategies/initiatives
  29. 29. Set aside staff resources
  30. 30. Find your internal Evangelist
  31. 31. Develop policy w/IT, HR, legal
  32. 32. Authorize/empower
  33. 33. Get training, give training to staff
  34. 34. Set goals
  35. 35. Monitor
  36. 36. Measure
  37. 37. Experiment/pilot</li></li></ul><li>YOU’RE GOING TO NEED TOOLS<br />Monitor<br />Google Alerts<br />Social Mention<br />Google Blog Search<br />Listening dashboard<br />Manage<br />Hootsuite, Tweetdeckor Seesmic<br />Measure<br />Google Analytics<br />
  38. 38.
  39. 39. RECOMMENDED RESOURCES<br />GovLoop<br />Pew Internet Government Online Report<br />Facebook and Government Page<br />Gov 2.0 Expo<br />GovTwit<br />
  40. 40. A BIT ABOUT ME<br />Rhinebeck resident<br />19 years communication experience<br />Specialize in nonprofit, small business social media, e-mail, web<br />Clients<br />Town of Rhinebeck<br />Roosevelt-Vanderbilt National Historic Sites<br />Teaching the Hudson Valley<br />Amnesty International US<br />
  41. 41. THANK YOU!<br /><br />

Editor's Notes

  • Famous diagram by Brian Solis,SOCIAL NETWORKS (Facebook, MySpace, Twitter)VIDEO (YouTube, Vimeo)DOCUMENTS (Scribd)PHOTOS (Flickr, Picasa)BOOKMARKS (Delicious, StumbleUpon)BLOGGING (Wordpress, TypePad)MOBILE (FourSquare, iPhone apps)
  • Originally written about businesses. It applies to everything – businesses, nonprofits, government, places.
  • What does this mean for government? Swift – Twitter (Iran, Hudson River plane landing)
  • SOURCE IDEA OR SOCIAL OBJECTCan be out there already (hole in parking lot) or you can put it out there (ideas for budget cuts). IDEAS CAN COME FROM ANYWHERE AND ARE NOT SUBJECT TO SCHEDULINGFEEDBACK/CONVERSATION/PARTICIPATION (people get involved)Usually public and open (can have closed social)Multi-directional,NOT SILOEDTAP, REFINE, CONTRIBUTE, ASSIMILATEMOVE FORWARD
  • Twitter asks “what’s happening” and makes the answer spread across the globe to millions, immediately.
  • Very small portion of people upload content, but millions view and share it.
  • UTAHFirst Karla Bartholomew (test pools)Second Jeanette Nichols (immunization nurse H1N1)
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