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June 2011   Jason Darrah, Communications  Social Media 101
Social Media: ,[object Object],[object Object]
What is Social Media 101 ,[object Object],[object Object],[object Object],[object Object]
Through the Communications lens ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Scope of Social Media use by  City to collaborate    within City use by City employees for personal use use by City  to connect with citizens (people outside City org.) Enormous Potential. Contact Communications Guidelines developed with Web Office, Office of Public Involvement, IT, HR for CLT  Being developed in Collaboration Strategy Use by councillors
Personal use ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
City use: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.edmonton.ca/SocialMedia
“ Social Media” ,[object Object],[object Object],[object Object],[object Object]
Web 1.0  vs.  Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Is seeking “relationships” and conversations new? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is new?  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
http://theconversationprism.com/ New tools and sites daily… Many different uses… but the new paradigm of connections and interactions is here to stay
Social Media: Web 2.0 participants  ,[object Object],[object Object]
How people use different social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Different tools, different demographics Click below  (in slide mode)
Why should gov’t be interested? ,[object Object],[object Object]
ROI 1 =  Risk of Ignoring ,[object Object],[object Object]
ROI 2 = Return on Investment ,[object Object],[object Object],[object Object],[object Object]
Social media can help answer:  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROI:  Opportunities of Frequency ,[object Object],[object Object],[object Object],[object Object]
Opportunities of Reach ,[object Object],[object Object]
Opportunities of Yield (return) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Challenges with social media  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More challenges ,[object Object],[object Object],[object Object],[object Object]
Is it Free? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
First step for any project ,[object Object],[object Object]
Go where your target is Communicate to audiences where they want to interact Jobs? Get others in an online community to answer questions for us
Social Media Fit  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Hierarchy of needs – for Citizens ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],One  objective trumps others based on the tool…
Social Media examples
How people use different social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Creating, sharing content
Creating, sharing, rating content
Transforming Edmonton Blog Goals: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Blog with Bob Dawson Bridge hassle 45 minutes av time!
Additional info (not in presentation): Key attributes of TE blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Additional info (not in presentation): “Bringing Our City Vision To Life” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Additional info (not in presentation): Managing the blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Edmonton.ca  Static, one-way information, mainly consistent over time, City organization, formal Transforming Edmonton Frequent updates, archival,  tags, conversational, interactive, informal, sharing, rich links Complementary tools
Creating, sharing, rating content
Create content - Users generate content
Create Content – Twitter micro blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why City is on Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Additional info (not in presentation): One Twitter feed or many ,[object Object],[object Object],[object Object],[object Object]
Content collectors – RSS feed aggregators Vital for allowing “pull” of our information and helping viral sharing
Accessing Content remotely
Delivering content remotely
 
People connecting – Social  Networking  Sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Second life ,[object Object],[object Object],[object Object],[object Object],[object Object]
People connecting – Social  Networking  Sites
People reacting/critique – forums, ratings City makes first decision to relinquish control of the message in online community Objective: link Edmontonians around globe Positive unintended consequences
 
Public input – forums, surveys, etc
People creating (& collaborating) - wikis
People creating (& collaborating) - maps ,[object Object],[object Object]
When to consider using social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Seek help! ,[object Object],[object Object]
End Part 1 ,[object Object]
Contact me ,[object Object],[object Object],[object Object]
Additional info (not in presentation): How to do it
Same approach for each project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business units will have specific objectives
Have clear objectives: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],- Complement other tactics  - Measurable objectives
Have clear approach per objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Always be listening/watching, then… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Listening – tools to track brand, projects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Paid monitoring – if you’ve got $ ,[object Object],[object Object],[object Object],[object Object],[object Object]
Listening – specific measures for brand/project Element Metric Reveals Tools (e.g.) Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Influence ,[object Object],[object Object],[object Object],[object Object],Google Analytics Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],Loyalty ,[object Object],[object Object],Are people supporting or discrediting ,[object Object],[object Object],Involvement ,[object Object],[object Object],How involved in material is audience ,[object Object],[object Object],[object Object],Action ,[object Object],# of times audience performs desired action ,[object Object],[object Object]
City’s Response strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Participate/Engage: Set strategy  ,[object Object],[object Object],[object Object],[object Object]
Q  to ask when building online community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recruitment tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ push of info” “ pull of info” or relationships about experience
Where are we going? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Government 2.0 City of San Francisco Creates Shared Wiki Resource for Homeless Housing
To be continued… ,[object Object]

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