Social media and government. This is a presentation given at the 2009 Minnesota Government Digital Summit

1. Are You Ready to Star on YouTube? Web 2.0 and Social Media in government Scott Ferguson Store Operations Manager, 6Sigma Services Target Email: scott.ferguson@target.com Kirk Keller Technology Services Supervisor, Department of Conservation State of Missouri Email: kirk.keller@mdc.mo.gov Blog: common-nature.com Twitter: kirkeller Twitter hashtag #gov20

2. What are social networks? Twitter hashtag #gov20

3. “An association of people drawn together by family, work or hobby.” - PC Magazine Twitter hashtag #gov20

4. What are the tools? Twitter hashtag #gov20

5. Conversation Prismhttp://conversationprism.com

6. What do we focus on?

7. Blogs

8. YouTube 20+ channels 500+ videos

9. YouTube 1 popular video: 230,000+ views

10. YouTube

11. Facebook

12. mdc.mo.gov Redesign will leverage Twitter Flickr YouTube Blogs Google maps

13. Why shouldn’t we use social media? Twitter hashtag #gov20

14. $$$ Cost? Twitter hashtag #gov20

15. $$$ They’re free! Twitter hashtag #gov20

16. Unrestricted Web surfing Compromises security Drains worker productivity Twitter hashtag #gov20

17. Twitter hashtag #gov20

18. “[Social media sites] do not pose any greater risk than most chat rooms or other online communities.” - United States Air Force Twitter hashtag #mo_gov

19. “All airmen are encouraged to use new and social media...” "Airmen bloggers are quickly becoming airmen journalists…" "If the Air Force does not tell its own story, someone else will." Twitter hashtag #mo_gov

20. Offset Negative PR"Are you ready to be a YouTube Star?" "Are you already a YouTube Star?" Twitter hashtag #gov20

21. Best Buy Twitter hashtag #gov20

22. ihatebestbuy.com Email: kirk.keller@mdc.mo.gov Twitter hashtag #gov20

23. “Social networking helps three Canadian companies boost productivity.” - IT Business.ca Twitter hashtag #gov20

24. Final reason... ...we don’t have the resources. Twitter hashtag #gov20

25. Leverage existing staff Newsletters Email responses Workshops Air Force – "The Air Force needs to turn all of its Airmen … into communicators."

26. Established that you should use social mediaHow should you use it? Twitter hashtag #gov20

27. Marketing Strategy If communication is the root cause of why you are not successful in carrying out your mission, then social networking is particularly a great outlet First, it is important that you understand what you are solving for and who is your target market

28. Finding Root Cause Case Study: Increasing productivity for cashiers at Target “Training” was solution – no success Real Root Cause: Team not held accountable and managers unsure of how/when to coach team members Addressing root cause drove overall 12% increase in productivity

29. Root Cause in Government Juvenile Justice Advisory Committee (JJAC) Grant Funding Communication seemed to be the answer, “If people just knew…, then…” Actual root cause: No accountability Mandated our grant applicants to give us estimates: How many kids they would be serving How they would serve the kids How they measure success Follow-up: Grant recipients gave us annual update Site visits

30. Washington Monument How can we stop the Washington Monument from disintegrating? Ask why 5 times! Why is it disintegrating? Cleaning it 5 times a day with harsh cleaning material Why are you cleaning it with harsh material? Pigeon droppings Why are there pigeons? Attracted to spiders Why are there spiders? Attracted to gnats Why are there gnats? Attracted to the specific kind of light Solution: Change the Lights

31. Social Networks Increasing Influence Twitter/Facebook = +100 M People…and Growing

32. Getting Started Define with whom you wish to communicate Define what you wish to communicate Define what medium you’ll use to communicate each message

33. Example: Dept. of Transportation Who: people interested in learning about road construction, snow emergencies, and the new bridge What: Road construction updates and how they affect traffic and bus schedules Snow Emergencies – let people know what side of the street they can park on New Bridge – Let them know what it looks like and when it will be done Medium to Communicate: Road Construction – facebook Snow Emergencies – twitter New Bridge Updates - youtube

34. See for yourself google.com youtube.com blogspot.com facebook.com flickr.com twitter.com govloop.com

35. JJAC – Group Participation Who: non-profit organizations that are doing work in juvenile justice issues What: Best practices – what is working for organizations Updated statistics/studies to help organizations Why our grant recipients got the grant ? Medium to Communicate: Best Practices – ? Updated statistics/studies – ? Why our grant recipients got the grant – ? Trainings that are coming up - ?

36. Q&A

37. Thank you Scott Ferguson Store Operations Manager, 6Sigma Services Target Email: scott.ferguson@target.com Kirk Keller Technology Services Supervisor, Department of Conservation State of Missouri Email: kirk.keller@mdc.mo.gov Blog: common-nature.com Twitter: kirkeller Twitter hashtag #gov20