Maryland Association of Counties - People Power: Harnessing Citizen Energy Through Social Media

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The document discusses the concept of Government 2.0 and how governments can harness citizen engagement through social media. It describes how governments have evolved from Government 1.0 with town halls to Government 2.0, which utilizes mobile apps and social media to engage citizens on the go. The document provides examples of how governments can integrate social media into their communications using strategies like targeted ads and embeds on websites. It emphasizes listening to citizens and amplifying their voices.

Technology

People
Power:
Harnessing
Ci1zen

Energy
Through
Social
Media

Next
40
Minutes…

1)
What
is
Gov
2.0?

2)
How
Do
You
Do
It?

3)
What’s
Next?

Government
1.0

Town
Halls
ConsEtuent
MeeEngs

These
are
sEll
important!

Government
1.5

Streaming
/
Recorded
Video
Updated
Websites

Improved
access
for
more
people!

Government
2.0

Mobile
Apps
Mashups

Engage
them
on-‐the-‐go!

Government
2.0

“the
digital
revolu1on
is

transforming
government
and

poli1cs,
slashing
bureaucracies;

improving
services;
producing

innovaEve
soluEons
to
some
of

our
naEon's
thorniest
problems;

changing
the
terms
of
the
LeE/
Right
poli1cal
debate;
and

oﬀering
ordinary
people

access
to
informaEon
and

individual
inﬂuence
unEl

recently
accessible
only
to
the

most
powerful
ciEzens…”

Government
2.0

“Ordinary
people…possess

informaEon
–
serious,
expert,

fact-‐based,
scienEﬁc

informaEon
–
to
enhance

decision-‐making,
informa1on

not
otherwise
available
to

isolated
bureaucrats…and

people
are
ready
and
willing

to
share
that
informaEon

across
geographic,
disciplinary,

and
ins1tu1onal
boundaries.”

Why It Matters to You!
•  Accelerate
digital
conversion
to
save
money

•  Increase
ROI
of
investment
in
all
online
content
and
services

•  Reduce
call
/
in-‐person
volume
by
communica1ng
proac1vely

•  Increase
fee
revenue
in
agencies
where
it
is
relevant

•  Improve
quality
of
grantees

•  Increase
healthy
behaviors
(ﬂu
shots,
hurricane
evacua1ons)

•  Save
costs
by
decreasing
mailing
and
paper
costs

15

What
We’ve
Learned

•  It s
REALLY
hard

•  There s
a
methodology
and
rigor

•  Lots
of
op1miza1on
opportuni1es

•  Hard
to
be
consistent

•  Diﬀerence
between
“doing
it”
and
“doing
it
well”

IntegraEon
with
tradiEonal
communicaEon
=

key
to
driving
real
results

Engagement
Formula

Find
Out
+
Sign-‐Up
+
Learn
+
Act

=
RESULTS

(i.e.
get
ﬂu
shot,
ﬁll
out
census,
apply
for
job)

500,000
Subscribers

20%
Open
=
100,000
Read
Message

5%
Take
AcEon
=
5,000
Extra
Flu
Shots

The
same
formula
applies
to
social
media

Do
it
the
old-‐fashioned
way:
talk
to
them!

It’s
not
about
numbers.
It’s
about
access
/
value.

Integrate
with
your
web
page
via
embeds.

I
don’t
do
shout
outs
(or
give
advice),
but
if
I
did….

LocaEon,
locaEon,
locaEon…

and
I
mean
hyper-‐locaEon.

Folks
know
what
they
need…are
you
listening?

Not
a
Fad,
But
a
Philosophical
ShiE

Time
to
Tap
People
Power

Not
Exclaim,
But
Engage

Listen
and
Learn

Not
the
Oﬃceholder,
But
the
Oﬃce

Leave
a
LasEng
Legacy

Facing
Challenges?
We
Can
Help.

Have
a
Team
that
works
on:

•  Training
(digital
communica1on
to
social
media)

•  Strategy
(assessment
and
ac1on
plan)

•  ExecuEon
(help
actually
do
the
work)

Have
helped:

•  Increase
sensi1ve
collaboraEon
between
federal
agencies

•  Help
mobile
workers
share
1ps
and
updates
in
real
1me

•  Help
an
agency
build
an
online
community
with
the
public

•  Recruit
ciEzens
to
help
shovel
neighbors
in
need

Plugged
in
to
Your
Peers

Steve
Ressler
Andrew
Krzmarzick

President
and
CEO
Community
Manager

Founder@GovLoop.com
Andrew@GovLoop.com

@GovLoop
@KrazyKriz

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1. People Power: Harnessing Ci1zen Energy Through Social Media

2. Next 40 Minutes… 1) What is Gov 2.0? 2) How Do You Do It? 3) What’s Next?

3. Government 1.0 Town Halls ConsEtuent MeeEngs These are sEll important!

4. Government 1.5 Streaming / Recorded Video Updated Websites Improved access for more people!

5. Government 2.0 Mobile Apps Mashups Engage them on-‐the-‐go!

6. Government 2.0 “the digital revolu1on is transforming government and poli1cs, slashing bureaucracies; improving services; producing innovaEve soluEons to some of our naEon's thorniest problems; changing the terms of the LeE/ Right poli1cal debate; and oﬀering ordinary people access to informaEon and individual inﬂuence unEl recently accessible only to the most powerful ciEzens…”

7. Government 2.0 “Ordinary people…possess informaEon – serious, expert, fact-‐based, scienEﬁc informaEon – to enhance decision-‐making, informa1on not otherwise available to isolated bureaucrats…and people are ready and willing to share that informaEon across geographic, disciplinary, and ins1tu1onal boundaries.”

10. OpenGovernmentIniEaEve.org/

11.

12. OpenGovernmentIniEaEve.org/

13. OpenGovernmentIniEaEve.org/

14.

15. Why It Matters to You! •  Accelerate digital conversion to save money •  Increase ROI of investment in all online content and services •  Reduce call / in-‐person volume by communica1ng proac1vely •  Increase fee revenue in agencies where it is relevant •  Improve quality of grantees •  Increase healthy behaviors (ﬂu shots, hurricane evacua1ons) •  Save costs by decreasing mailing and paper costs 15

16. So How Do You Do It?

17. What We’ve Learned •  It s REALLY hard •  There s a methodology and rigor •  Lots of op1miza1on opportuni1es •  Hard to be consistent •  Diﬀerence between “doing it” and “doing it well” IntegraEon with tradiEonal communicaEon = key to driving real results

18. So How Do You Do It Well?

19. Integrated Engagement

20. Engagement Formula Find Out + Sign-‐Up + Learn + Act = RESULTS (i.e. get ﬂu shot, ﬁll out census, apply for job) 500,000 Subscribers 20% Open = 100,000 Read Message 5% Take AcEon = 5,000 Extra Flu Shots The same formula applies to social media

21. It’s easy to get set up and started…

22. But now what do you do?

23. Do it the old-‐fashioned way: talk to them!

24. It’s not about numbers. It’s about access / value.

25. Integrate with your web page via embeds.

26. Use ads to inform and inspire acEon

27. I don’t do shout outs (or give advice), but if I did….

28. Voices are valuable…

29. And voice + value leads to volume.

30. Give ciEzens a voice…and amplify it!

31. Are you brave enough (to trust)?

32. LocaEon, locaEon, locaEon… and I mean hyper-‐locaEon.

33. Folks know what they need…are you listening?

34. Wow! hjp://511contracosta.org/

35. ~50 hjp://www.govloop.com/

36. 1. Learn from peers / experts.

37. 1. Learn from peers / experts.

38. 2. Share your success stories.

39. 3. Connect with colleagues.

40.

41. Not a Fad, But a Philosophical ShiE Time to Tap People Power

42. Not Exclaim, But Engage Listen and Learn

43. Not the Oﬃceholder, But the Oﬃce Leave a LasEng Legacy

44. Facing Challenges? We Can Help. Have a Team that works on: •  Training (digital communica1on to social media) •  Strategy (assessment and ac1on plan) •  ExecuEon (help actually do the work) Have helped: •  Increase sensi1ve collaboraEon between federal agencies •  Help mobile workers share 1ps and updates in real 1me •  Help an agency build an online community with the public •  Recruit ciEzens to help shovel neighbors in need

45. Plugged in to Your Peers Steve Ressler Andrew Krzmarzick President and CEO Community Manager Founder@GovLoop.com Andrew@GovLoop.com @GovLoop @KrazyKriz

Maryland Association of Counties - People Power: Harnessing Citizen Energy Through Social Media

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