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Social media, Gov 2.0 and government workers (original)
The document outlines a social media action plan presented at the American Society for Public Administration event, emphasizing the importance of strategy, meaningful metrics, and community engagement in leveraging social media for impact. Key topics include understanding the social media ecosystem, defining business goals, and utilizing storytelling to connect with constituents. The document also stresses measuring engagement and the need for a well-prepared social media strategy before launching campaigns.
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Social media, Gov 2.0 and government workers (original)
- 1. SUPER SESSION Create impactwith a Social Media Action Plan American Society for Public Administration Las Vegas, March 4, 2012 JD Lasica Chris Abraham Socialmedia.biz Abraham-Harrison
- 2. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #aspacon
- 3. What we’ll covertoday 1. Survey of ecosystem 2. Begin with a strategy 3. Meaningful metrics 4. Content & conversation 5. Gov use of social media 6. Campaigns with impact 7. Use your community Q&A, summary, hugs, tearful goodbyes
- 4. Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialmedia.biz/aspa
- 5. 8 color handouts.Be happy! http://socialmedia.biz/aspa
- 6. THE ECOSYSTEM Social mediaa game-changer • Blogs • Social networks • Microblogs (Twitter) • Online video (YouTube, Vimeo, Dailymotion) • Widgets • Photo sharing (Flickr, Photobucket, etc.) • Podcasts • Virtual worlds • Wikis • Social bookmarking • Forums • Presentation sharing
- 7. Staggering growth • 77%US adults are frequent social media users.* • 150 million active blogs; 1 million blog posts created per day • 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter) • Twitter: 100+ million active users, 250 million tweets per day • Flickr: 35 million people, 4 billion-plus photos • YouTube: 3 billion videos watched per day *source: Nielsen Online, spring 2010
- 8. Facebook: The socialnetwork 850 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
- 9. Revolutionizing revolutions • Egypt:18 days from Facebook-organized protest to Mubarak’s fall • Facebook group One Million Voices Against FARC mobilized 10 million people to march against FARC in hundreds of cities in Colombia • Different outcome in Iran & Myanamar
- 10. Revolutionizing politics 2012 Obama Re-election Campaign
- 11. Revolutionizing governance • Opengov initiatives in New York, Chicago, elsewhere • Nationwide 311 efforts • Data.gov • Utah.gov 2.0 • Virtual Alabama • Washington, DC’s Gov 2.0 efforts • Cook County’s open data portal • New Orleans’ open data platform
- 12. 2 . LAY T H E G R O U N D W O R K Before you plunge in ... • Understand that social media is a series of stages: crawl, walk, run, fly • Do you have a social media policy or guidelines? • Do you have a Strategic Social Media Plan in place? • Have you defined a clear theme? • Are you listening to your constituents & community? • Have you built a program before you turn to a campaign? • Have you identified and trained your team members? • Do you have buy-in from top management?
- 13. Begin with astrategy Elements of a Social Media Action Plan: 360 assessment of social media capabilities Spell out business goals Identify online community Proposed use of social tools & platforms Lay out metrics program Recommendations on expanded capabilities Competitive/peer analysis
- 14. E S TAB L I S H G O A L S How can you use social media? • Raise public awareness of your program or cause • Reach new constituents & supporters • Involve the community in decision-making • Build a community of passionate champions • Get people to take real-world actions • Enhance existing communications programs • Raise funds for a cause • Advance your organization’s mission
- 15. 3. MEANINGFUL METRICS Beforeyou start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
- 16. THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, why Funnel ACTION of love
- 17. Map goals tometrics Goals KPIs to measure • Grow email list # newsletter subscribers • SEO: Increase online visibility increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
- 18. KEYWORDS ARE KEY Whatdoes your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com
- 19. New metrics ofengagement Beyond page views "We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift
- 20. HANDOUTS Two cheat sheets http://socialmedia.biz/aspa
- 21. 4 . CO N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
- 22. C O NV E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N T Your organization is a media outlet Awareness > Influence > Action > Impact
- 23. Create lightweight media Don’tlook now but you’re a content creator! Using Animoto
- 24. F O RN O N P R O F I T S & C A U S E O R G A N I Z AT I O N S Make the stories personal Find emotional core, use videos or photos to make us feel invisiblepeople.tv
- 25. Find your internalstorytellers • List staffers’ skills • Who’s good at photos? • Video? • Writing? • Facebook or Twitter? • Create a Blog Squad • Who’s good at campaigns? • Open your blog to guest posts
- 26. 5. GOVERNMENT USEOF SOCIAL MEDIA Open government When citizens believe their governments are sharing more information, they are more likely to feel satisfied with civic life. Pew Internet & American Life Project, “How the Public Perceives Community Information Systems”
- 27. Civic engagement platform SeeClickFix.com
- 28. CONNECTING CITIES &CODERS Code for America codeforamerica.org
- 29. O B AM A I N I T I AT I V E Helping kids get healthier LetsMove.gov
- 30. W I NT E R C I T Y S T R AT E G Y City of Edmonton edmontonwintercity.ideascale.com
- 31. IN GOVERNMENT Twitter powerusers @corybooker @bouldercolorado @clairemc @PhiladelphiaGov @MikeBloomberg @StateDept
- 32. D . C. O F F I C E O F C I T Y A D M I N I S T R AT O R One City Map capstat.oca.dc.gov & map.data.dc.gov
- 33. D C .G O V D ATA C ATA L O G Roll your own data data.octo.dc.gov
- 34. D ATA VI S U A L I Z AT I O N Map mashups with open data Broadband speeds at schools & colleges in Miami
- 35. D ATA VI S U A L I Z AT I O N Descry Project’s Obesity Epidemic visitmix.com/labs/descry/theobesityepidemic/
- 36. 6 . CA M PA I G N S W I T H I M PA C T Championing a cause online Unity Productions Foundation
- 37. U N IT Y P R O D U C T I O N S C A M PA I G N Using the Long Tail myfellowamerican.us • 1,387 bloggers responded, 800 shared My Fellow American video • Video has received 655,000+ views • Thousands of Americans shared personal stories about positive experiences with Muslim-American neighbors
- 38. FRESH AIR FUND Integratedsocial media
- 39. FRESH AIR FUND Real-worldoutcomes • 11 blogger outreach • 1600% increase in campaigns online mentions • Expanded Facebook, • Strengthened brand Twitter presences awareness • Enhanced website SEO • Expanded donor funnel
- 40. SAVE MARY LAKE Therise of micro-giving SaveMaryLake.com: $300,000 raised in 2 months
- 41. C H AR I T Y: WAT E R Make your cause tangible http://charitywater.org/projects/map/
- 42. TWEET FOR ACURE Spinal Muscular Atrophy 2,922 people have tweeted reaching 1.6 million followers http://gwendolynstrongfoundation.org
- 43. EXERCISE SMA: Tweet fora Cure http://bit.ly/tweet4cure
- 44. SAVE MY MORTGAGEINTEREST DEDUCTION Advocacy campaign savemymid.com
- 45. 7. USE YOURCOMMUNITY Don’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Tap into the sharing community
- 46. Find your externalchampions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Useful tools: Klout, SocialMention, Google Analytics.
- 47. Use social lovehandles! Generate an Attention Wave to socialize your campaign
- 48. The awesome powerof free Free content! Free resources! • Free photos • Socialbrite.org/sharing-center • Free videos (eg, TED talks) • Creativecommons.org • Free music & audio • Techsoup Free services! Free expertise! • Google Grants • BarCamp • YouTube for Nonprofits • PodCamp • Google Earth for Nonprofits • WordCamp • Social Media Club Free software & platforms! • WordPress & its plug-ins • Open Office, Google docs • Drupal, Joomla
- 49. RESOURCE flickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 210 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
- 50. DON’T FORGET MOBILE! Isyour site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
- 51. SOCIAL MEDIA DASHBOARDS Paceyourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash
- 52. Key takeaways • Beginwith an aligned strategy, not with the tools. • Measure, measure, measure! Evaluate, iterate, relaunch. • Tell your stories. • Use your community — your biggest resource: your advocates!
- 53. Don’t settle forthe status quo If you do not change direction, you may end up where you are heading. — Lao Tse
- 54. Thank you, let’stalk! http://socialmedia.biz/aspa JD Lasica Chris Abraham [email protected] [email protected] Twitter: @jdlasica Twitter: @chrisabraham