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Participating in the Social Web:

Government 2.0
Government Web 2.0 conference, Ottawa Ontario
November 17, 2009




                                   Tamera Kremer / Partner, Strategic Consulting
Agenda
1. What you need to know before implementing
   Web 2.0 in your organization
2. Developing a plan and implementing it
3. Lessons and mistakes
What is social media /
Web 2.0?
Social Media in Plain English

Conversations, shared
interests, information &
insights.
Social Media is NOT ...
About the tools.
About you.
Social Media is ...
About using the 2-way digital
communications channels to
converse as human beings with
people who are interested.
Social Media is ...
About being helpful and useful.
Social Media is ...
About listening and learning.
Social Media is ...
About changing the way things
have always been done.
Itʼs not about pushing
messages out & hoping
they resonate
‣ Opening up means finding people willing to help.

‣ New ideas.

‣ Better ideas.

‣ Insights into ways to improve.
Anywhere thereʼs an Internet
connection, communications
are happening…
Getting started in the social web: Government 2.0
So… how do
you get started?
Determine where people are already
 talking in the digital eco-system
       (the tools / networks)
Find out what people
are saying and why.
Before jumping into the
waters you need to learn
how to swim.
What value can you add
to the conversation?
‣ What makes you unique?

‣ What useful information do you have to share?

‣ How can you help make things better?
Things to consider when
developing your strategic plan
‣ Conduct a social/ digital audit
‣ Develop a roadmap for meaningful participation
‣ Consider a multi-phased approach
‣ Find your internal champions
‣ Make sure your approach is sustainable
‣ How will you integrate your efforts
‣ Make your measurements meaningful for you
The legal department
cannot drive these
interactions…

but they can help define
the guidelines and then
get out of the way.
Social media touches
every aspect of an
organization, it doesnʼt
exist in silos
Developing guidelines:
items to consider
‣ Internal:
  ‣ What are the rules of engagement for employees?
  ‣ How will you operationalize with various departments?

‣ External:
  ‣ How will you engage with various members of the public?

‣ Feedback loops:
  ‣ How will you incorporate and distill feedback?

‣ What are the best practices that should be
  incorporated (SEO, Tagging, Commenting, etc)
Air Force Web Posting Response Assessment V.2
                  Air Force Public Affairs Agency - Emerging Technology Division

                 DISCOVERY                                   Web Posting                                Contact Information
                                                            Has someone discovered a post              Phone:      703-696-1158
                                                                about the organization?                E-mail:     afbluetube@gmail.com
                                                               Is it positive or balanced?

                                             YES
                                                                         NO
                 Evaluate                                          “TROLLS”
                                                                                                                 MONITOR ONLY
                                                                                                                  Avoid responding to
                                                             Is this a site dedicated to                         specific posts, monitor
                                                          bashing and degrading others?                           the site for relevant
                                                                                                                    information and
                      CONCURRENCE
                  A factual and well cited response,                     NO                      YES             comments. Notify HQ.
                  which may agree or disagree with
                     the post, yet is not factually                 “RAGER”
                  erroneous, a rant or rage, bashing       Is the posting a rant, rage, joke
                        or negative in nature.                  or satirical in nature?
                                                                                                                  FIX THE FACTS
                                                                                                                  Do you wish to respond
                                                                         NO
                   You can concur with the post, let
                  stand or provide a positive review.                                                            with factual information
                      Do you want to respond?                                                                    directly on the comment




U.S. Air Force
                                                                 “MISGUIDED”                                               board?

                                                                                                 YES
                                                             Are there erroneous facts                                 (See Response
                                                                  in the posting?                                     Considerations)

                             NO
                                      YES                                NO                                                 YES
                 Let Stand                                                                                        RESTORATION
                   Let the post                            “UNHAPPY CUSTOMER”
                                                                                                                 Do you wish to rectify
                    stand -- no
                     response.
                                                            Is the posting a result of a
                                                               negative experience?               YES            the situation and act
                                                                                                                  upon a reasonable
                                                                                                                       solution?
                                                                         NO
                                                                                                                      (See Response
                 Respond                                                                                             Considerations)

                       SHARE SUCCESS                        FINAL EVALUATION
                  Do you wish to proactively share          Write response for current
                   your story and your mission?                circumstances only.
                     (See Response Considerations)              Will you respond?



                                      YES                                YES                                                YES
                                  RESPONSE CONSIDERATIONS
                  TRANSPARENCY              SOURCING               TIMELINESS                   TONE                    INFLUENCE
                    Disclose your           Cite your sources         Take time to         Respond in a tone              Focus on the
                      Air Force                by including           create good             that reflects              most used sites
                    connection.             hyperlinks, video,         responses.          highly on the rich            related to the
                                             images or other           Don’t rush.          heritage of the                 Air Force.
                                                references.                                    Air Force.
Social Media Guidelines - IBM
Donʼt be afraid to
step outside of your
comfort zone.
Be HUMAN
Be OPEN
Be USEFUL
Continue to
evolve & transform.
L.E.T. GO

            Listen / Learn




Transform                    Engage
Transformation takes time,
effort and experimentation
But the opportunities are
incredible & powerful.
OpenDataTO / OpenDataVan
Data.gov
Data Mash-ups
311 Service via Twitter
Constituent Communications

   Facebook
Constituent Communications

      Twitter
Constituent Communications

    YouTube
Constituent Communications

       Blogs
Human beings are social &
a great idea can ignite a
movement...
WWF: Raising awareness
           & driving action
                                        * 24,958 Earth Hour blogs




* 223,000 + fans on Facebook




                      YouTube video 
On the flip side,
unfavourable actions
will travel in real-time…
#AmazonFAIL
The ebb and flow…
At the end of the day if
you do something right or
wrong people will talk
about you online…

Are you going to be there
participating?
?
Where you can find me
‣ Website: www.teehanlax.com
‣ Email: tamera@teehanlax.com
‣ Blog: http://3i.wildfirestrategy.com
‣ Twitter: www.twitter.com/tamera
‣ LinkedIn: www.linkedin.com/in/tamerakremer
‣ Facebook: www.facebook.com/tamerak
‣ SusCamp: www.sustainabilitycamp.org

  … and a myriad of other places!
Credits
‣ http://www.commoncraft.com/socialmedia
‣ http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
‣ http://www.ibm.com/blogs/zz/en/guidelines.html
‣ http://www.youtube.com/watch?v=1CRs-7lRlPo
‣ http://www.facebook.com/SFDEM
‣ http://www.facebook.com/SF
‣ http://blogs.wsj.com/digits/2009/04/13/blogs-and-twitter-coin-amazonfail/
‣ http://data.vancouver.ca/datacatalogue/index.htm
‣ http://twitter.com/SF311
‣ http://www.datato.org/app/
‣ http://twitpic.com/135xa
‣ http://twitter.com/MayorGregor
‣ http://twitter.com/MayorOfLondon
‣ http://twitter.com/311Toronto
‣ http://www.data.gov/
‣ http://www.mobile.ca.gov/apps.html
‣ http://www.youtube.com/user/Virginiagovernment
‣ http://www.youtube.com/user/californiagovernment
‣ http://blog.privcom.gc.ca/
‣ http://blog.usa.gov/roller/

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Getting started in the social web: Government 2.0

  • 1. Participating in the Social Web: Government 2.0 Government Web 2.0 conference, Ottawa Ontario November 17, 2009 Tamera Kremer / Partner, Strategic Consulting
  • 2. Agenda 1. What you need to know before implementing Web 2.0 in your organization 2. Developing a plan and implementing it 3. Lessons and mistakes
  • 3. What is social media / Web 2.0?
  • 4. Social Media in Plain English Conversations, shared interests, information & insights.
  • 5. Social Media is NOT ... About the tools. About you.
  • 6. Social Media is ... About using the 2-way digital communications channels to converse as human beings with people who are interested.
  • 7. Social Media is ... About being helpful and useful.
  • 8. Social Media is ... About listening and learning.
  • 9. Social Media is ... About changing the way things have always been done.
  • 10. Itʼs not about pushing messages out & hoping they resonate ‣ Opening up means finding people willing to help. ‣ New ideas. ‣ Better ideas. ‣ Insights into ways to improve.
  • 11. Anywhere thereʼs an Internet connection, communications are happening…
  • 13. So… how do you get started?
  • 14. Determine where people are already talking in the digital eco-system (the tools / networks)
  • 15. Find out what people are saying and why.
  • 16. Before jumping into the waters you need to learn how to swim.
  • 17. What value can you add to the conversation? ‣ What makes you unique? ‣ What useful information do you have to share? ‣ How can you help make things better?
  • 18. Things to consider when developing your strategic plan ‣ Conduct a social/ digital audit ‣ Develop a roadmap for meaningful participation ‣ Consider a multi-phased approach ‣ Find your internal champions ‣ Make sure your approach is sustainable ‣ How will you integrate your efforts ‣ Make your measurements meaningful for you
  • 19. The legal department cannot drive these interactions… but they can help define the guidelines and then get out of the way.
  • 20. Social media touches every aspect of an organization, it doesnʼt exist in silos
  • 21. Developing guidelines: items to consider ‣ Internal: ‣ What are the rules of engagement for employees? ‣ How will you operationalize with various departments? ‣ External: ‣ How will you engage with various members of the public? ‣ Feedback loops: ‣ How will you incorporate and distill feedback? ‣ What are the best practices that should be incorporated (SEO, Tagging, Commenting, etc)
  • 22. Air Force Web Posting Response Assessment V.2 Air Force Public Affairs Agency - Emerging Technology Division DISCOVERY Web Posting Contact Information Has someone discovered a post Phone: 703-696-1158 about the organization? E-mail: afbluetube@gmail.com Is it positive or balanced? YES NO Evaluate “TROLLS” MONITOR ONLY Avoid responding to Is this a site dedicated to specific posts, monitor bashing and degrading others? the site for relevant information and CONCURRENCE A factual and well cited response, NO YES comments. Notify HQ. which may agree or disagree with the post, yet is not factually “RAGER” erroneous, a rant or rage, bashing Is the posting a rant, rage, joke or negative in nature. or satirical in nature? FIX THE FACTS Do you wish to respond NO You can concur with the post, let stand or provide a positive review. with factual information Do you want to respond? directly on the comment U.S. Air Force “MISGUIDED” board? YES Are there erroneous facts (See Response in the posting? Considerations) NO YES NO YES Let Stand RESTORATION Let the post “UNHAPPY CUSTOMER” Do you wish to rectify stand -- no response. Is the posting a result of a negative experience? YES the situation and act upon a reasonable solution? NO (See Response Respond Considerations) SHARE SUCCESS FINAL EVALUATION Do you wish to proactively share Write response for current your story and your mission? circumstances only. (See Response Considerations) Will you respond? YES YES YES RESPONSE CONSIDERATIONS TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE Disclose your Cite your sources Take time to Respond in a tone Focus on the Air Force by including create good that reflects most used sites connection. hyperlinks, video, responses. highly on the rich related to the images or other Don’t rush. heritage of the Air Force. references. Air Force.
  • 24. Donʼt be afraid to step outside of your comfort zone.
  • 26. Continue to evolve & transform.
  • 27. L.E.T. GO Listen / Learn Transform Engage
  • 28. Transformation takes time, effort and experimentation But the opportunities are incredible & powerful.
  • 32. 311 Service via Twitter
  • 37. Human beings are social & a great idea can ignite a movement...
  • 38. WWF: Raising awareness & driving action * 24,958 Earth Hour blogs * 223,000 + fans on Facebook YouTube video 
  • 39. On the flip side, unfavourable actions will travel in real-time…
  • 41. The ebb and flow…
  • 42. At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?
  • 43. ?
  • 44. Where you can find me ‣ Website: www.teehanlax.com ‣ Email: tamera@teehanlax.com ‣ Blog: http://3i.wildfirestrategy.com ‣ Twitter: www.twitter.com/tamera ‣ LinkedIn: www.linkedin.com/in/tamerakremer ‣ Facebook: www.facebook.com/tamerak ‣ SusCamp: www.sustainabilitycamp.org … and a myriad of other places!
  • 45. Credits ‣ http://www.commoncraft.com/socialmedia ‣ http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ ‣ http://www.ibm.com/blogs/zz/en/guidelines.html ‣ http://www.youtube.com/watch?v=1CRs-7lRlPo ‣ http://www.facebook.com/SFDEM ‣ http://www.facebook.com/SF ‣ http://blogs.wsj.com/digits/2009/04/13/blogs-and-twitter-coin-amazonfail/ ‣ http://data.vancouver.ca/datacatalogue/index.htm ‣ http://twitter.com/SF311 ‣ http://www.datato.org/app/ ‣ http://twitpic.com/135xa ‣ http://twitter.com/MayorGregor ‣ http://twitter.com/MayorOfLondon ‣ http://twitter.com/311Toronto ‣ http://www.data.gov/ ‣ http://www.mobile.ca.gov/apps.html ‣ http://www.youtube.com/user/Virginiagovernment ‣ http://www.youtube.com/user/californiagovernment ‣ http://blog.privcom.gc.ca/ ‣ http://blog.usa.gov/roller/