Social Media in the Public Sector

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Government market research from Market Connections. Who's using social media and how among government and contractors. Top devices and locations for accessing social media. Most popular commercial and government-specific social media sites. Top tools used to inform decision-making. How organizations are measuring social media ROI. Key takeaways and recommendations for government contractors using social media.

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Social Media in the Public Sector

  1. 1. © 2011 MARKET CONNECTIONS, INC. Social Media In the Public Sector OCTOBER 18, 2011 In collaboration with
  2. 2. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @mkt_connections @strategicguy #socialgov Tweet with us! 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 2
  3. 3. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 Methodology 3 884 online survey respondents: • Federal Government o 228 Federal Civilian/Independent o 124 Dept of Defense/Military • 181 State and Local Government • 272 Government Contractors 8 in-depth telephone interview participants • 3 Government Contractors • 1 Federal Civilian agency employee • 1 former DoD employee • 3 Social Media industry experts @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV
  4. 4. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 4 Primary Work Location by GSA Region @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV Southeast 13% Southwest 9% West Coast 12% Midwest 21% Virginia D.C. MarylandName Percentage National Capital Region 19% Mid Atlantic 15% Great Lakes 13% Southeast Sunbelt 12% Pacific Rim 10% Greater SW 9% NE and Caribbean 6% NW/Arctic 5% Heartland 4% Rocky Mountain 4% New England 2% Military/APO <1% Total 100% 19% of all survey participants work in the National Capital region
  5. 5. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 5 Age and Gender @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 19% 31% 32% 19% 0% 10% 20% 30% 40% 55+ 45-54 35-44 21-34 57% 43% Male Female
  6. 6. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 6 Definitions of Social Media @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV
  7. 7. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 Beginnings of Social Media Use @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 7 Overall Federal Contractor Does not use 9% 8% 6% Within the past year 32% 41% 21% 1-2 years ago 40% 37% 48% More than 2 years ago 19% 14% 25%
  8. 8. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 8 How Social Media Is Used @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 92% HOME 74% WORK ANY MOBILE 70% Note: Multipleresponses allowed so percentageswill not equal 100%.
  9. 9. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 53% 42% 39% 27% 62% 35% 28% 29% 0% 10% 20% 30% 40% 50% 60% 70% iPhone Blackberry Android iPad Federal Govt Contractors 9 Most Widely Used Mobile Devices to Access Social Media @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV Note: Multipleresponses allowed so percentageswill not equal 100%.
  10. 10. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 10 Top Three Social Media Tools Used @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 76% 70% 61% 83% 85% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Online videos, pictures Blogs Non-government specific social networks Federal Govt Contractors
  11. 11. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 11 2010 Federal Govt 2011 Federal Govt 2011 Contractors 72% 86% 88% 61% 80% 87% 32% 70% 93% 30% 55% 70% Sites Used Most During the Past Month
  12. 12. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 12 2010 Federal Govt 2011 Federal Govt 2011 Contractors 11% 35% 55% 5% 30% 30% - 30% 39% - 28% 28% - 31% 28% Government-Specific Sites Being Used
  13. 13. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 13 Banned Sites 19% 55% 9% 28% 0% 20% 40% 60% Federal Govt 2011 Federal 2010 Contractors 2011 Contractors 2010 Federal Govt Contractors Facebook Twitter YouTube MySpace LinkedIn Facebook Twitter YouTube
  14. 14. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 14 Top 5 Uses of Social Media @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 78% 77% 79% 85% 100% 61% 64% 78% 81% 100% 0% 20% 40% 60% 80% 100% For promotion/marketing For research purposes/to gather info Internally between colleagues To communicate externally with citizens and other agencies/orgs To inform decision making Federal Govt Contractor
  15. 15. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 15 Top Tools Used to Inform Decision-Making @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 35% 24% 19% 15% 0% 5% 10% 15% 20% 25% 30% 35% 40% Blogs Non-government- specific social networks Wikis Government-specific social networks Federal Govt
  16. 16. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 16 Top Tools Used for Promotion and Marketing 56% 53% 43% 41% 36% 0% 10% 20% 30% 40% 50% 60% Blogs Online video, pictures Non-government- specific social networks Podcasts Wikis Contractors Note: Multipleresponses allowed so percentageswill not equal 100%.
  17. 17. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 17 Important Benefits of Using Social Media @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 70% 71% 76% 77% 78% 0% 20% 40% 60% 80% 100% Cost savings or other efficiencies Increased collaboration Agency promotion Access to information Increased education of the public Federal Govt
  18. 18. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 18 Important Benefits of Using Social Media @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 60% 74% 75% 84% 85% 0% 20% 40% 60% 80% 100% Increased transparency of organization's operations Improved customer access to organization information Increased collaboration Thought leadership promotion Marketing/promotion Contractors
  19. 19. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 46% 33% 12% 10% 39% 25% 23% 12% 0% 10% 20% 30% 40% 50% 60% 70% Yes Yes, but with restrictions No Don't know Contractors 2011 2010 37% 33% 13% 17% 9% 25% 46% 21% 0% 10% 20% 30% 40% 50% 60% 70% Yes Yes, but with restrictions No Don't know Federal Govt 2011 2010 19 Permitted to Represent Organization Using Social Media @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV
  20. 20. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 20 Restriction Federal Govt Contractors Must fit within pre-determined guidelines 79% 71% Only specific personnel are permitted 45% 40% Must be pre-approved 52% 33% Only certain sites allowed 27% 16% Only specific departments permitted 28% 17% Internal use only 10% 9% Restrictions on Social Media Use
  21. 21. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 21 Top Three Challenges of Using Social Media 40% 31% 41% 49% 50% 21% 0% 10% 20% 30% 40% 50% 60% Aligning a social media strategy to the agency's/organization's overall objectives Measuring return on investment/developing performance metrics Internal governance/legal issues Federal Govt Contractors Note: Multipleresponses allowed so percentageswill not equal 100%.
  22. 22. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 Measuring ROI for Social Media Use @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 22 43% 44% 45% 64% 64% 0% 10% 20% 30% 40% 50% 60% 70% Number of leads generated Recognition as a thought leader Number of connections cultivated Changes in awareness Changes in traffic/clicks to site
  23. 23. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 Increases in Social Media Use Expected Over the Next 12-18 Months @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 23 18% 8% 56% 51% 25% 40% 0% 20% 40% 60% 80% 100% Federal Govt Contractors Increase significantly Increase slightly No change
  24. 24. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 Key Takeaways @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 24 • Leverage where and how social media is being used. • Build presence in a few key areas and execute well. • Have clear objectives for implementation and a plan for measuring ROI. • Integrate campaigns across social media channels. • Promote success stories.
  25. 25. 2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKETCONNECTIONS,INC. | 703.378.2025 @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV Cathy Cromley, Director of Business Development | Market Connections, Inc. 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025, ext. 108 cathyc@marketconnectionsinc.com 25 Marc Hausman, President and CEO | Strategic Communications Group 1400 Spring Street, Suite 330 | Silver Spring, MD 20910 | 301.408.4500 mhausman@gotostategic.com
  26. 26. MODERATOR Marc Hausman President, Strategic Communications Group Panelists 26@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV Steve Lunceford Senior Manager, Deloitte Services, LP Meredith Lawrence Director of US Federal Marketing, Polycom D.J. Caulfield GSA Branch Chief, Office of Customer Accounts & Research Communications and Portal Services Charles J. “Jack” Holt, APR Director for Policy Analysis, Blue Ridge Information Systems DOD former Sr. Strategist for Emerging Media Nancy Rey Nolting Marketing Program Manager, Intelsat General Corporation

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