Ccsf ebc social media and gov
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This document discusses how government agencies can use social media to better engage with citizens. It notes that citizens now expect to interact with government on social platforms, just as they do with businesses. There are generally two types of government agencies - revenue generating agencies like transit systems and non-revenue agencies like health services. The document provides examples of how agencies in different states have successfully used social media to improve customer service, disseminate important information to citizens, and better understand community needs through listening on social platforms. It emphasizes that any government social media strategy should begin with comprehensive listening across social media to gather feedback and insights from constituents.
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Ccsf ebc social media and gov
- 1. Welcome CCSF! Zach Woodward Social Strategy @zachwoodward In/zachwoodward
- 2. 1960 s Mainframe Computing 1990 s Desktop Cloud Computing 2000 s Mobile Cloud Computing 2010 s Social Revolution 1970 s Mini Computing 1980 s Client/Server Computing 10X more users with each cycle Data Management Apps Business Logic Apps Process Automation Apps Web Apps Mobile Apps Social Apps Technology Changes
- 19. The Social Citizen Revolution
- 20. What about the Government? Your employees, citizens, officers, tourists, elected officials, are all social! The Social Divide
- 21. Citizens Expect to be Engaged on Social of respondents said they attended an event or visited an attraction they learned about through one of our social media properties.” 73% “ Should our startup move to #SF ? I don’t feel safe on the BART tonight Meryl Levitz President and CEO of Greater Philadelphia Tourism
- 23. What does all this mean for Government?
- 25. Two Types of Agencies
- 26. Revenue Generating Agencies SFO Tourism Taxes Parking Tickets Fines Economic Development DMV Transit (BART)
- 27. New Jersey Transit improved customer service by listening and engaging constituents on their terms Deployed a salesforce.com customer service portal and also tapped Marketing Cloud to improve customer service for 900,000 daily trips. Raised customer inquiry handling by 500% Reduced response time by 35% without adding staff
- 29. Non-Revenue Generating Agencies Health Services Workforce Services Emergency Services Veterans Affairs Public Safety Education Systems
- 30. Arizona Department of Health Services creates and measures success statewide marketing campaigns. Built a social presence at scale, driving awareness campaigns through social and mobile & measuring them all in one platform. Listens to the entire social web gaining insight into their community, crowdsourcing content, and keeping their finger on the pulse of their citizens health.
- 32. American Red Cross Uses Marketing Cloud to Share Relief Information Listens to thousands of conversations in Social Media Command Center Disseminates critical information via social channels in the first 24 hours following disaster Monitors social media activity to ensure information is accurate & up to date Volunteers from previous disasters engage with advice We quickly learned that people are talking about the Red Cross every single day, and not always how we expected them to.“ Wendy Harman, Social Media Manager
- 33. Where Do You Begin?
- 34. It All Begins with Listening
- 36. Thank You
Editor's Notes
- Put this link up before presostrats: http://www.personalizemedia.com/media/socmedcounter.swfZach Woodward – Working in social media for over 6 years. Started off building strategies and engagement policies for Universities and Non Profits, then found myself at a social media startup called Radian6. My first job at Radian6 (prior to the acquisition by salesforce) was to listen and engage with people about social media listening. Now I help government agencies become socially focused. Let’s look quickly at how technology has changed the game, and go through some specific examples and stories.
- You’ve all seen slides like this that chart the progression of the IT industry.We think of the current evolution as a REVOLUTION.
- Just look at the difference 8 years makes. St Peter’s Square when the pope was elected in 2005 – vs 2013…
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- In 2009, we witnessed a seminal moment in a shift to social networking. According to this Comscore report, social networking users surpassed email users. Almost two billion people are now on these services, in record time. But what does it mean?Today’s generation uses Facebook, Twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- What about Government??
- This social revolution is different than other industry shifts. The social revolution, which is going faster and broader and bigger than anything we've ever had, is different is because it's bleeding into our society. We saw it start to really happen about eighteen months ago with Arab Spring. We saw this shift happening in the Middle East. We saw this Google employee, WaelGhonim, say: "All Egyptians come home" on Twitter. And we saw the fall of a government.We saw amazing things happen when a Canadian foundation took a picture of the Wall Street bull and put a ballet dancer on it and put a hash tag underneath it: "Occupy Wall Street." We saw something spectacular that business had never seen when a nineteen-year-old nanny named Molly Katchpole said to the Bank of America: "I'm not going to pay these fees.”And when you look atthe Middle East, we never saw signs like this before: "Thank you, Facebook." There were no signs that said, "Thank you, IBM" or "Thank you, Microsoft." Right? This is a bleed into the industry that we've never seen. Time Magazine said the protestor is the man or woman of the year. But it's not just the protestor: it's the protestor with that mobile device and with the social networking that's connecting them to making all of this happen.
- They are having important conversations that either need immediate responses or hold valuable data about your service or operations.Opportunity of social media and government is not economic or technological, it’s emotional.-There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about city, agency, or department.
- There is a cry for transparency and a humanized government. The opportunity to do this is to embrace the changes we are seeing with social media.I’ve seen blog posts about public safety, tweets and facebook messages about bus drivers getting on the wrong bus, civic employees behaving inappropriately. People admitting to driving under the influence, pictures of faulty electrical in apartments, tweets and posts about clubs being over capacity, that perhaps the Fire Marshall should know about..
- Well, we need to determine where in your agency you see social media working playing a role. It may only be certain areas, it may be that we think it needs to layer into the entire agency. Or it may be we have no idea..Either way, it’s okay. Because…
- Well, we need to determine where in your agency you see social media working playing a role. It may only be certain areas, it may be that we think it needs to layer into the entire agency. Or it may be we have no idea..Either way, it’s okay. Because…
- Well, we need to determine where in your agency you see social media working playing a role. It may only be certain areas, it may be that we think it needs to layer into the entire agency. Or it may be we have no idea..Either way, it’s okay. Because…
- Well, we need to determine where in your agency you see social media working playing a role. It may only be certain areas, it may be that we think it needs to layer into the entire agency. Or it may be we have no idea..Either way, it’s okay. Because…
- New Jersey Transit: Improving customer service by listening and engaging constituents on their terms New Jersey Transit serves the largest statewide public transit system with more than 250 million passengers a year. They deployed a salesforce.com customer service portal and also tapped Marketing Cloud to improve customer service for 900,000 daily trips. As part of their broader social enterprise transformation, they were able to raise customer inquiry handling by 500% and reduce response time by 35% without adding staff.
- What about Government??
- Well, we need to determine where in your agency you see social media working playing a role. It may only be certain areas, it may be that we think it needs to layer into the entire agency. Or it may be we have no idea..Either way, it’s okay. Because…
- New Jersey Transit: Improving customer service by listening and engaging constituents on their terms New Jersey Transit serves the largest statewide public transit system with more than 250 million passengers a year. They deployed a salesforce.com customer service portal and also tapped Marketing Cloud to improve customer service for 900,000 daily trips. As part of their broader social enterprise transformation, they were able to raise customer inquiry handling by 500% and reduce response time by 35% without adding staff.
- Go to
- Well, we need to determine where in your agency you see social media working playing a role. It may only be certain areas, it may be that we think it needs to layer into the entire agency. Or it may be we have no idea..Either way, it’s okay. Because…
- It all begins with listening..Strategy and tactics from David Alston
- Lottery – customer service / mktg campaignsDMV engaging in real time and helping citzens get questions answered.Fire Department listening for faulty electrical issues or places that are over capacityDOT learning about highways that need repairs, or snow removal, Tourism agencies, national parks and rec: point people in the right direction who have questions, or are curious where to stay or visit.Emergency Management = listening for public safety, disaster reactions, stopping rumors or misinformation.
- Put this link up before presostrats: http://www.personalizemedia.com/media/socmedcounter.swf
- The foundation of a great Social Strategy starts with Social Listening.With the Marketing Cloud you can get actionable insights from over 400 million social data sources – the public areas of Facebook & LInkedin, community sites, blogs and forums, and more.We are also one of the few companies with a direct relationship with Twitter, to get all 400 million tweets per day in real-timeThe Marketing Cloud Listening capabilities help you understand: Which channels are important to your industry and community Who influences your industry and why they are important What your customers and key influencers care aboutThis will help you uncover marketing opportunities and help you target the channels that your industry cares about with content that your buyers are interested in.RESULT: 94% of our customers improving their brand monitoring through social listening
- San Francisco Apple storySan Francisco – 1% of Americas Cup attendees to stay an extra night, think of the tax generated from that.
- Once you have started listening across social channels you are ready to begin publishing content that will be more meaningful to your target audience.Share new policy changes, elicit feedback and public opinion, drive adoption of policy and new programs. Create social content that encourages action and helps inform the public or stimulate conversation.Grow connections with easy to use social applicationsManage, reuse, and share social communication assets across your various social presences Extend great content for use on your traditional websiteRESULT: Companies that use the Marketing Cloud have seen an aggregate 7X increase in shares on social channels by using our platform & best practices
- The E-470 highway authority uses Twitter, YouTube and Facebook to promote price discounts on transponders or for announcing construction work on the highway. But it also uses Radian6 software to track social chatter about the toll road and respond accordingly.Restaurant Week in Colorado – Point of need conversationsHoning in on specific keywords around tourism, people asking what ski conditions are like, what traffic is like on the way to the mountain, trying to decide on what resort to go to this weekend.DIA – New hotel popping up – lets listen for all the people who have delayed flights, and offer them a free meal, or a discount to stay at our hotel. Or maybe even just reach out and say, bummer, that’s too bad. We have pretty cosy beds, give us a shout if you need a room.There are opptys here to not only generate revenue for the state
- Once you have created Marketingmomentum across social channels,bring these conversations back into your CRM and integrate them with your sales and service teams. Doing so will build a more complete picture of the customer profile, one that includes all social data.The Marketing Cloud helps you create a true social profile by:Creating leads, contacts, and cases automaticallyAdd relevant social mentions to existing customer records within your CRM.Leverage customer insights to build better policies, by extending knowledge/transparencythroughout the government.FACT: 44% of our customers have improved social sales with the Marketing Cloud
- How will you know if all these social marketing efforts have increased revenue?The measurement capabilities of the Marketing Cloud helps you track ROI in one place, so you can:Measure the global spend for all social marketing campaigns across channelsUnderstand which content leads to revenueOptimize content on target segment performanceGet a 360 degree view of how your content is driving KPIs and revenueFACT:CMOs rank ROI as the most important measure of success to their social marketing efforts according to IBM.
- Other interesting FACTS about Marketing Cloud customers:55% of the Fortune 1008 of the 10 largest advertisersAnd thousands of customers both B2B and B2CFACTS about the Marketing Cloud product leadership:Recognized by Forrester, Gartner, and AdAge as the top providers in their studies of social marketing. Only company in the industry today that is both: a preferred marketing developer for FacebookAND Twitter certified in both engagement and analyticsWHY is this IMPORTANT? You can trust the Marketing Cloud to deliver the most innovative and powerful solutions to enable your company with social.Some of the best social brands on the planet are powered by the Marketing Cloud.
- This is why we have launched the Salesforce Marketing Cloud, the world’s first unified social marketing suite that turns insights into action that drive real business results and turn connections into customers for life. And there are six key areas of activity that companies that are successful in include within social marketing. Social listening: understanding what is happening across 400+ million sources of content about your brand, competitors, and industrySocial content: Creating compelling social presences that drive engagement and activity across paid, owned, and earned channels. Engagement: A single dashboard where everyone participating in social can engage with customers at their point of need.Social Ads: creating ads and targeting customers based on demographics and activity on social. Workflow & Automation: integrating social conversations back into your CRM and delivering them across the enterprise. Measurement: understanding the value of social activities across social channels and campaigns. Speaker Note: use this slide to quickly run through the solution, knowing that we will describe each of these attributes in detail next…
- Brisbane City Council is the largest council in AustraliaIn 2010, Brisbane was hit by some of the worst flash floods in history; three quarters of the state of Queensland was declared a disaster zoneThe sheer volume of citizens trying to access information on the Brisbane City Council website caused it to crash, while conversations across social media ran rampantSocial media was a stable communications channel that allowed them to quickly connect with and reassure the public Brisbane City Council used SF Marketing Cloud to find and field real-time questions and cries for help, as well as correct misinformation being spread on the social web throughout the flood This approach helped them gain critical situational awareness and put a compassionate face on an otherwise faceless government agency It also increased their social presence and fanbase – they gained 11,750 Facebook fans in just one week, and have expanded to many other social channels including Twitter, Flickr, Pinterest, Foursquare, and Tumblr Brisbane City Council uses MC every single dayto monitor social for emerging issues, sentiment around the mayor, political issues, and any public service inquiries
- The United Nations (UN) is an international organization that facilitates global security, economic development, social progress, human rights, and world peace.The UN wanted to create more awareness and action around their global campaigns to drive more good in the worldConstantly looking for new ways to connect and engage with their supporters who can help amplify their messageSalesforce Marketing Cloud has given the UN the power to identify influencers, stakeholders, volunteers and donors, and engage with those who have shown an interest in their missionThey also use Marketing Cloud to track the reach & the success of their campaigns on social channels, and discover the topics that are most important to their communityThe ability to understand who supports their efforts and be able to connect with them online is critical to the overall goals of the United NationsThe UN has greatly increased their presence on the social web by creating compelling global content – their 7 Billion Actions campaign was shared across 20 countries and languages
- This social revolution is different than other industry shifts. The social revolution, which is going faster and broader and bigger than anything we've ever had, is different is because it's bleeding into our society. We saw it start to really happen about eighteen months ago with Arab Spring. We saw this shift happening in the Middle East. We saw this Google employee, WaelGhonim, say: "All Egyptians come home" on Twitter. And we saw the fall of a government.We saw amazing things happen when a Canadian foundation took a picture of the Wall Street bull and put a ballet dancer on it and put a hash tag underneath it: "Occupy Wall Street." We saw something spectacular that business had never seen when a nineteen-year-old nanny named Molly Katchpole said to the Bank of America: "I'm not going to pay these fees.”And when you look atthe Middle East, we never saw signs like this before: "Thank you, Facebook." There were no signs that said, "Thank you, IBM" or "Thank you, Microsoft." Right? This is a bleed into the industry that we've never seen. Time Magazine said the protestor is the man or woman of the year. But it's not just the protestor: it's the protestor with that mobile device and with the social networking that's connecting them to making all of this happen.
- The ability to have power and a voice is here now – we looked at some facts at the beginging of the webinar around how big social really is, then we looked at some personal examples and corporate examples, then we looked at the government uprising over the power and scale of social communication, and it’s because of this huge shift in communication.This is the biggest shift in communication in 80 years. Social Media is a lotof like
- Because of the social revolution, we’re seeing a fundamental shift in marketingIt used to be about interruption marketing, but now it’s about invitation marketing. Companies ask customers to “Like” them on Facebook and “follow” them on Twitter. Your brand, be it the city of denver, or the department of health and human services, is looked at as the sum of conversations about it—the public you serve is really what shape your brand.And the social revolution is also a trust revolution.It’s shifted how governments and citizens interact. Residents now have a platform that scales public opinion, discussion, and collaboration.We trust what companies say less and less…now we trust what our peers say more and more.Companies need to have a consistent experience across all their channels; companies have to listen to wherever those conversations are taking place because consumers expect it.NOW: It’s about connection, not impressions
- Lottery – customer service / mktg campaignsDMV engaging in real time and helping citzens get questions answered.Fire Department listening for faulty electrical issues or places that are over capacityDOT learning about highways that need repairs, or snow removal, Tourism agencies, national parks and rec: point people in the right direction who have questions, or are curious where to stay or visit.Emergency Management = listening for public safety, disaster reactions, stopping rumors or misinformation.
- Lots of convos – Different groups are having them.Lots of data, in different places… mixed messages.. And the citizen, or the ‘customer’ only see’s one government, one brandThese multiple systems will only confuse you
- We’re all sharing more content and commentary than ever before on social networks. There are over 400 million Tweets per day and billions of posts on blog and forums!Have you ever posted a picture of something you liked on Facebook, Twitter, Flickr, or Pinterest?Have you Tweeted about a poor customer experience or asked your social networks for recommendations about something you were thinking about buying?Of course, we all have! We are experiencing a social revolution.
- Opportunity of social media and government is not economic or technological, it’s emotional.