The document discusses best practices for government organizations implementing social media and Web 2.0 strategies. It provides an overview of key concepts like understanding social media as conversations rather than broadcasts. It also outlines steps for developing a strategic plan including conducting a digital audit, defining guidelines and rules of engagement, and identifying internal champions. The presentation emphasizes the importance of listening, learning, and adding value to existing online conversations in a transparent and helpful manner.

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.

23. Social Media Guidelines - IBM

24. Donʼt be afraid to
step outside of your
comfort zone.

25. Be HUMAN
Be OPEN
Be USEFUL

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.

29. OpenDataTO / OpenDataVan

30. Data.gov

31. Data Mash-ups

32. 311 Service via Twitter

33. Constituent Communications
Facebook

34. Constituent Communications
Twitter

35. Constituent Communications
YouTube

36. Constituent Communications
Blogs

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…

40. #AmazonFAIL

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/