Social Media Presentation for The Center for Organizational Effectiveness

Avatars, Blogs and Wikis, Oh My!
How the Social Web Is
Transforming Government
Facilitator:
Andrew Krzmarzick, GovLoop Community Manager

100,000+
public sector professionals
helping each other
to do their jobs better.
Mission: “Connect government to improve government”

= “Knowledge Network”
1.  Learn via our online community.
2.  Learn from each other in person.
3.  Learn from each other one-on-one.
4.  Learn from experts via webinars.
5.  Learn from experts via podcasts.
6.  Learn via guides and infographics.
7.  Learn via online events / training.

Our Time Together Today
•  Evolution of Web / Government
•  Social Media: Examples
•  Social Media: How-To
•  Your Challenges
•  Your Solutions
•  Demos / Feedback?
http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
http://www.govloop.com/profiles/blogs/innovating-the-point-of-citizen-engagement-7-government-stories
What do you want to learn today?

Social Media 2013 Video
What strikes you? What’s been your experience?

Government 1.0
Town Halls In-Person Meetings
These are still important

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

Government 2.0
Mobile Apps
Engage people on-the-go
Social Media

Government 2.0
“The use of social media in the
public sector is not just a fad.
Government agencies across the globe
and at all levels are learning
to adapt these new principles and
technologies into their respective
missions and goals.”
- Ines Mergel, Syracuse Professor and Bill Greeves, CIO of Wake County, NC
Authors of “Social Media in the Public Sector Field Guide”

Government 2.0
“Social media is now being
harnessed within government to
not only connect and share with
constituents, but also to help
perform core services better,
faster and in a way that incorporate
the web-based and real-time
functionality of social media.”
https://www.fels.upenn.edu/sites/www.fels.upenn.edu/files/fels_promising_practices_the_rise_of_social_media_website_final.pdf

What social media tools do you use?
•  Facebook (88%)
•  Twitter (82%)
•  YouTube (61%)
•  Blogs (45%)
•  LinkedIn (42%)
•  Google+ (18%)
Survey Results

Survey Results

Survey Results
“With budget restrictions and advertising
dollars have been cut, social media
gives us an outlet for our
information that is free.”
“We are able to do more with
less money through engagement,
outreach and relational campaigns with
our visitors and taxpayers.”

Survey Results
“While total time spent responding to
citizen requests has gone up, we have
more interaction and can
reach more people with each
answer, as opposed to answering each
phone call / letter / email individually.”

Survey Results
13 Outcomes from Social Media Use in Government
1.  Generate revenue to augment tight budgets.
2.  Elicit budget input from community members.
3.  Drive followers to a specific website for email sign-ups.
4.  Increase event registration.
5.  Reach underserved audiences during key initiatives.
6.  Get accurate information out more quickly during emergencies.
7.  Respond to questions one to many vs. one to one.

Survey Results
13 Outcomes from Social Media Use in Government
8.  Engage with key business stakeholders.
9.  Receive valuable data from citizens in real-time.
10.  Leverage the time and talent of the local community.
11.  Enable senior leaders to keep dispersed staff informed.
12.  Avert a public relations disaster.
13.  Improve project planning and record keeping.

Examples
•  Johnson County, Kansas used Facebook,
Twitter, YouTube, blogs, and podcasts to launch
“The 5,000 Prepared Citizens” campaign
•  Goal = 1 percent of the population pledging to
be prepared for emergencies and disasters.
•  Fans of the city’s Facebook page learned about
Flood Awareness Week, how to prepare their
business for emergencies, and how they can
participate in countywide emergency
preparation events.
•  The Facebook page served as a platform to link
informational articles from the Red Cross and
even Sesame Street to promote outside
educational interests for emergency planning.

Examples
•  In economic downturn, the city of Tyler, Texas,
needed to innovate…provide citizens with
same level of service…city parks at a
decreased cost.
•  Operates over 1,000 acres of land within 25
city parks.
•  QR codes were placed on signs throughout the
parks. When someone visited the park they could
scan the QR code, which would direct
them to the YouTube video of the park they
were standing in.
•  Take a virtual, guided tour. Used their much-
liked Facebook page and Twitter profile to act as
free advertising for their efforts.

“Using Twitter in 2008 to post daily construction
updates for one of our sewer projects…”
Normally on these types of projects we would field many
regular calls from residents with questions about garbage and mail
pickup, school bus pickup, access, schedule, etc. I don’t remember getting
one call for this - we gave out one letter at the start of the project and referred
people to the Twitter account.
It was such a simple use of social media, and I sometimes think people
are looking for some big, flashy use of social media with earth-
shattering results. But the things that make a huge difference
for what we do, at least in cities, are not usually the complex,
sexy implementations. It’s things like the simple posting each day of
what is going on for a sewer project that saves residents the time of having
to call, particularly at inconvenient times, and staff the time of answering
questions over the phone.”
Examples

Reactions?

Are People Really Ready?
http://www.slideshare.net/HeatherWhaling/social-media-for-municipalities-government

Who uses social media?
AGE
Source: http://pewinternet.org/topics/Digital-Divide.aspx

Source: http://pewresearch.org/millennials/quiz/

Who uses social media more?
OR ?

Who uses social media?
GENDER

Who uses social media more?
GENDER
http://www.youtube.com/watch?v=ZR4LdnFGzPk

Who accesses more by phone?
OR ?OR

51%of Hispanics
vs.
46% of Blacks
vs.
33% of Whites
…use their phones
to access the internet

36%of Hispanics
vs.
33% of Blacks
vs.
19% of Whites
…use their phones
to access social media

Who uses ?
Source: http://www.facebook.com/note.php?id=8394258414&ref=mf&note_id=205925658858

Who uses ?

Source: http://www.pewinternet.org/Reports/2012/Communities-and-Local-News.aspx

The 8 P’s of 21st Century
Communications
Purpose
People
Plan
Produce
Promote
Participate
Policy
Progress

Purpose
•  What is your mission?
•  What is your passion?
•  What are your values?
•  What impact stories inspire you?
Why do
you do what
you do?

•  Mission: “Connect government to improve government”
•  Passion: “Helping people do their jobs better”
•  Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility
•  Impact Stories: Next page
Purpose:

Recently, Facebook stripped our administrator rights from the City
of Ankeny's Facebook page. With it, our custom URL was also
removed. We can no longer access our Insight's page and we cannot post
as the City of Ankeny on other Facebook pages.
Facebook says that we cannot identify ourselves as the City of
Ankeny because it is their policy that users may not manage pages about
towns, cities or states. Use of "City of" in our name is too generic.
Has anyone else run into this problem with Facebook?
37 comments è Facebook response
Purpose:
Impact
Stories:

People
•  Who do you deliver value to?
•  What value do you deliver to each?
•  What internal resources do you have?
•  What external resources can you leverage?

People:
Deliver value to:
Type of value: Content and Community

People:
Internal resources:
External resources:

People: Who Do You Deliver Value To?

People:
Internal resources: External resources:

What are your (really)?
Comments?
Fans?
Retweets?
+1’s?
Pageviews?
Phone Calls?
Feedback?
Volunteers?
Actions?
People Helped?
Responses?
Impact Stories?
or
Plan

Never mistake this… …for this!
(Your Purpose!)
Plan
Feedback?
Volunteers?
Actions?
People Helped?
Responses?
Impact Stories?

Never start here. Start here!
Donations
Volunteers
Subscribers
Evangelists
Stories
(Your Purpose!)
Plan

For each specific outcome:
•  What do you need people to do?
•  Why are they going to do it?
•  How will you know when an outcome is achieved?
•  What points of engagement lead to the outcome?
What signify success for you?
Plan

How will you know when
are achieved?
Plan

Where are your stakeholders?
The ones you know?
•  Your current websites
•  Lists: Events, email, snail mail, cell phone numbers
•  Memberships: associations, professional groups
•  Social media: Facebook, Twitter, LinkedIn, YouTube, etc.
The ones you need to meet?
•  Identify primary keywords for search engines – how do you rank?
•  Search engines and alerts: news sites, forums, blogs, associations
•  Social media / websites: similar organizations, trending topics, etc.
Plan

Plan:
= Engage and empower 100,000 awesome people
who want to make government better.
Where are they?

Produce
What content will you create / share?
•  Newsletters?
•  Interviews?
•  Publications?
•  Videos?
•  Photos?
•  Podcasts?
•  Announcements?
•  Stories?
•  Press Releases?
•  Resources?
•  Stats/Data?
•  Opinions?
Produce | Reproduce | Repurpose
(Yours and Others!*)
* With attribution, of course

Produce
Who is going to create / share it?
Staff?
•  Senior Leader(s)?
•  Communications?
•  Frontline?
•  Interns?
Consultants?
•  PR Firms?
•  Media?
Volunteers?
•  Constituents?
•  Students?
•  Fans?
•  Followers?

Produce
What makes for great content (online)?
Credit: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2
1.  Variety
2.  Short
3.  Images
4.  Action
5.  Milestones
6.  Topic du Jour

Produce:
What
makes
for great
content
(online)?
Title
Image
Format

Produce:
http://issuu.com/awodigitaledition/docs/poway_today_fall2013?e=2076238/4147456

Promote
Where are you going to share it?
•  Traditional
▫  Website
▫  Newsletters
–  Email, PDF, Print
▫  Press Release
▫  Events
•  Social Media
▫  Facebook
▫  Twitter
▫  Google+
▫  LinkedIn
▫  Video Sharing
▫  Niche Networks
•  Mobile
▫  Text (SMS)
▫  Apps

Population: 140 million
It would be bigger than Russia, Ukraine and Kazakhstan
If Twitter was a country

Population: 1 billion active users
It would be the world’s 3rd largest country
Bigger than North and South America combined
If Facebook was a country

It Covers Continents
It would be an empire: 2.9 Billion users
If Email Was a Country

Promote: eNewsletters
1
2
3
4
5
6
7
8
9

Promote:
When are you going to share it?
•  Day of Week
▫  Weekdays?
▫  Weekends?
•  Time of Day
▫  AM or PM?
▫  Breaks?
•  Target Dates
▫  Events?
▫  Milestones?
•  Frequency
▫  Daily (once or many times a day)?
▫  Weekly?

Promote:
GovLoop Schedule and Staffing for Social Promotion
Where: Newsletter Facebook Twitter LinkedIn Google+
When:
Daily AM
Ad Hoc Varies
(Best = T, Th)
Daily
8a, 12p, 4p
(Best = T, W)
Daily
8a, 12p, 4p
(Best = M)
Daily
8a, 12p, 4p
(Best = T, W)
Daily
8a, 12p, 4p
(Best = ?)
Who:
Rotate Staff /
Fellows
Rotate Fellows
What:
Daily Themes
Product Push
Fun, Quotes
Core
Content
Discussions,
Content
Discussions,
Content

Promote:
1.  Calls to action are key
•  People want to do something
•  Tell them what to do!
2.  Location, location, location
•  Your website
•  Social media
How are you going to share it?

Being Fantastic on
1.  Human voice
2.  Effective use of photos
3.  Relevant, local information
4.  Diverse information
5.  Blend of fun and serious
6.  Frequent posting
7.  Open forum

Being Twemendous on
1.  Human voice
2.  Lots of @s
3.  Responsive
4.  Blend of fun and serious
5.  Timed posting

Where are you going to engage?
•  Traditional
▫  Website
▫  Newsletters
–  Email, PDF, Print
▫  Press Release
▫  Events
•  Social Media
▫  Facebook
▫  Twitter
▫  Google+
▫  LinkedIn
▫  Video Sharing
▫  Niche Networks
•  Mobile
▫  Text (SMS)
▫  Apps
Participate

When are you going to engage?
•  Day of Week
▫  Weekdays?
▫  Weekends?
•  Time of Day
▫  AM or PM?
▫  Breaks?
•  Target Dates
▫  Events?
▫  Milestones?
•  Frequency
▫  Daily (once or many times a day)?
▫  Weekly?
Participate

Participate:
GovLoop Schedule and Staffing for Engagement
Where: Community Facebook Twitter LinkedIn Google+
When:
Daily AM
Ad Hoc Varies
Daily
8a, 12p, 4p
(Best = T, W)
Ad Hoc
Daily
8a, 12p, 4p
(Best = T, W)
Daily
8a, 12p, 4p
(Best = ?)
Who: Staff / Fellows Rotate Fellows
What:
Comments
and Sharing
Comment @ Replies
Comment,
Share to
GovLoop
Comment

Participate:
Invited: 1,500
Going: 51
Maybe: 27
Total: ~5%
Comments = 44
Participants = 15
Total = 1%

Policy:
1. Who can say what?
2. What do you do when people break rules?
What are your ground rules for engagement?

Policy:
http://www.sdcwa.org/social-media-policy

http://blog.tsa.gov/2008/01/comment-policy.html
For Citizen Engagement
This is a moderated blog, and TSA retains the discretion to determine
which comments it will post and which it will not. That means all
comments will be reviewed before posting. In addition, we expect that
participants will treat each other, as well as our agency and our
employees, with respect. We will not post comments that contain vulgar
or abusive language; personal attacks of any kind; or offensive terms
that target specific ethnic or racial groups. We will not post comments
that are spam, are clearly "off topic" or that promote services or
products. Comments that make unsupported accusations will also not be
posted. Off topic comments can be posted in our "Off Topic" post as long
as they conform to the comment policy.
Policy:

Please be reminded that Florida has a broad public records
law. Comments, messages, and links posted here may be
subject to public records law. Article 1, Section 24(c) of the Florida Constitution,
states each house of the Legislature is exclusively authorized to adopt rules governing the
enforcement of the public records with respect to its own public records.
This is a family-friendly public forum. Please keep your comments clean and observe the
following guidelines when posting on our page:
•  Please do not post vulgar, graphic, obscene or explicit comments or materials.
•  Please do not post comments or materials that are abusive or hateful. This expressly
includes but is not limited to posts that attack a person or entity based on race, ethnicity
or religion or posts that represent personal attacks on any person or entity.
•  Please do not post solicitations or advertisements. This includes posts that endorse or
promote any financial or commercial entity, product or service as well as posts that
defame any financial or commercial entity, product, or service.
•  Please do not post comments or materials that suggest or encourage illegal activity.
Failure to comply with the guidelines listed above will result in your posts being deleted.
http://www.facebook.com/MyFLHouse/info
For Citizen EngagementPolicy:

http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf
•  Transparency. Your honesty (or dishonesty) will be quickly noticed in the
social media environment…use your real name, and organization, and be
clear about your role.
•  Be careful. Make sure your efforts to be transparent don't violate privacy,
confidentiality, and legal guidelines.
•  Write what you know. Make sure you write and post about your areas of
expertise.
•  Perception is reality. In online social networks, the lines between public
and private, personal and professional are blurred. Be sure that all content
associated with you is consistent with your work and with the Legislature’s
professional standards.
Policy:

http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf
•  Are you providing information? If it helps people improve knowledge or
solve problems—then it's adding value.
•  Act Responsibly: Participation in social computing is not a right but an
opportunity... Please know and follow these guidelines as well as the Alaska
Legislature’s Computer Acceptable Use Policy, as well as our Ethics Policy.
•  Correct errors quickly. If you make a mistake, admit it. Be upfront and be
quick with your correction.
•  If it gives you pause, then stop. If you're about to publish something that
makes you even the slightest bit uncomfortable, don't shrug it off and hit
'send.' Take a minute to review the material, try to figure out what's bothering
you, and then fix it.
Policy:

http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm
Personal or private use during work hours is strictly prohibited.
Any such use should occur on employee's personal, after hours or break
times, provided that use of government computers is prohibited because of
the potential misuse or possible threats to system. Any and all personal/
private use must be on personal or private computer equipment.
Policy:

http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm
•  Don’t tweet or post when you are angry or in a bad mood. You
may say something you’ll regret.
•  Remember that your bosses can go back and check what you’re
tweeting or posting, and at what time of day. Therefore, don’t
show off your awesome “Bejewelled” or “Farmville” scores, for example,
when you are supposed to be working.
•  You want to come across as a real person, not a robot. Don’t be
afraid to show your personality as long as you don’t embarrass yourself,
your representative, or the legislature.
Policy:

(from Federal CIO Council)
•  Goal: not to say “No” to social media websites
and block them completely, but to say “Yes,
following security guidance,” with effective and
appropriate information assurance security and privacy
controls.
•  Focus on user behavior, both personal and
professional, and to address information confidentiality,
integrity, and availability when accessing data or
distributing government information.
Policy:

Training Considerations
•  Provide periodic awareness and training of policy,
guidance, and best practices:
ü what information to share, with whom they can share it, and
what not to share.
ü mindful of blurring their personal and professional life - don’t
establish relationships with working groups or affiliations that may
reveal sensitive information about their job responsibilities.
ü Operations Security (OPSEC) awareness and training to
educate users about the risks of information disclosure and various
attack mechanisms
Policy: (from Federal CIO Council)

Progress
How are you doing?
•  Statistics
▫  Opens/Clicks
▫  Views/Visits
▫  Likes/RTs
▫  Referral Sources
▫  Sign-Ups
▫  $$$
•  Stories
▫  Impact
▫  Change
▫  Actions
▫  Sharing 1. Test
2. Learn
3. Iterate
Focus on
Actionable
Information

Progress
How are you checking?
•  Google Analytics and Alerts
•  Trackur, Radian 6, Other?
•  Facebook Insights?
•  Bit.ly?
•  Google Alerts?
•  Hootsuite
How often?
•  Real-time
•  Daily
•  Weekly
•  Monthly

Progress
Where can we improve?
•  Mission focus?
•  Project Scope?
•  More / better outcomes?
•  Stakeholder engagement?
•  Engagement points?
•  Engagement vehicles?
•  Monitoring systems?

Progress
Testing to increase action likelihood:
•  Recommend changes to landing pages and action funnels
•  Launch the test, wait, analyze
•  If it works, double down; If not, try again (or stop)
Feedback systems and methods:
•  A-B element testing, funnel path, offers and incentives
•  Friends, co-workers, clients, partners
•  SurveyMonkey / SurveyGizmo

Progress
Building effective campaign pages:
•  More bullseye: focus on the outcome
•  An effective page: has what I need, tells me how to get it / why
it’s good, gives me a reason to take action, feels safe and easy
•  Headlines: speak to user’s primary interest
•  Calls to action: roughly same place on every page
•  Contact information: should be on every page
•  Contextual calls to action: top and bottom of every page
•  ALWAYS BE IMPROVING!

Campaigns
1.  Set short deadlines - adds a sense of urgency;
2.  Create an ongoing sense of community.
3.  Humanize: let constituents see other people they
are helping and the progress that is being made.
4.  Maintain a sense of humor.
5.  Measure engagement as well as your ultimate goal.

Campaigns
1.  Win-Win: Members for us,
$$ for them
2. Friendly Competition:
Mobilize their supporters to
get most clicks
3. Short Deadline: only 10 days
4. Made it Easy: Special blog
posts, custom URLs
http://bit.ly/govloopgivesygl
http://bit.ly/govloopgivestofew

Progress:
Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145
Community: Monthly reports along a spectrum:
•  Discover (New Visits)
•  Consume (Return Visitors)
•  Search (New Members)
•  Commit (Top Pages)
•  Participate (Comments, etc.)
•  Contribute (Blogs, Forums)
•  Lead (Profile Views)
•  Evangelize (Referral Source)
Newsletter: Weekly Reports on Opens (Subject Line)
and Clicks (Content / Placement)
Social Media: Weekly Reports on Facebook, Twitter, LinkedIn, Google+

What Other Challenges Do You Face?
Any Tools That You’d Like to Learn?

Andrew@GovLoop.com
LinkedIn.com/in/AndrewKrzmarzick
202-352-1806
@krazykriz

Social Media Presentation for The Center for Organizational Effectiveness

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Social Media Presentation for The Center for Organizational Effectiveness