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Social Media for Government

October, 2009

1

Introduction

2

Agenda

Define social media

Look at some examples

Review OASIS framework

Break

Apply the principles

3

Definition

A social trend where people turn to each other to get things done, and not to a central institution.

4

5

Steven Pate

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MoneyGuyBK

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helmecj01

BigBrother

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The Dell Community has contributed: 10198 ideas | promoted 690301 times | 79592 comments

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See it first. Your Stories. No Boundaries.You won't believe what people are uploading. 171,400 videos, 1,500 last month

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Who knows what social media is?

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Who knows what social media is?

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Gov’t home page

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SHARE

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13

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Cash on hand, at June 30, 2008 - $71,670,324

Unpaid campaign debts, at June 30, 2008 - $890,921

Contributions, net total to June 30, 2008 - $337,990,555

• Contributions for Jan 2008 - $32 million • Contributions for Feb 2008 - $55 million • Contributons for Mar 2008 - $41 million • Contributions for Apr 2008 - $31 million • Contributions for May 2008 - $22 million • Contributions for June 2008 - $50 million

OASIS

A sound methodology for designing, launching and managing social media projects.

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OASIS

Objectives

Audience

Strategy

Implementation

Sustainment

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Objectives

The first step is deciding what you want

Create a S.M.A.R.T*. Objective (or two)

Make sure your objective contributes to at least one organizational objective

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*Specific, Measurable, Attainable, Relevant, Timed

Objectives - cont’d

Internal and external stakeholder consultation

Marketing and communications

Operations

Support and service

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Objectives need to be measurable, link measurement to success metrics.

Audience

This is critical

Who are you connecting to?

What role will they play?

Online behaviour is not real life

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Audience - cont’d

Determine from your available resources how you will...

• segment your audience, and;

• discover their online characteristics

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Audience - cont’d

What capabilities and behaviours do they have:

• Lurkers? Contributors? Creators? Hunter/gatherers?

• Use mobile? Web-only?

• What sites do they visit?

• What do they look for?

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Audience - cont’d

Use any recent existing research available

Conduct secondary audience research to verify and validate

Conduct primary audience research, if possible

Research all online conversations

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Example

Primary Audience:

• Drivers license holders, aged 18-30, live in towns and cities across province, travel 2-3 times per day via car or truck, generally tech-savvy and participatory online, high use of mobile devices, likely to have a profile in one or more social networks, high consumers of video, etc…

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Audiences in general

5 basic behaviours

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25%

30%13%

6%

16%

10%

NA Watch Join OrganizeCriticize Create

35-44 year old in US.Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews)Join - Maintain an on-line profile somewhereOrganize - Use RSS, tag photos, DIGG/Del.ic.ious

Audience

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35-44 year old in US.Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews)Join - Maintain an on-line profile somewhereOrganize - Use RSS, tag photos, DIGG/Del.ic.ious

Audiences in general

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Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Blue Bars indicate the percentage of the selected demographic that are in each Social Technographics group.

The white marks indicate the same percentages for the whole population of the country selected.

The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.

Audiences in general

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Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Audiences in general

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Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Strategy

How will you engage your audience?

Who gives, who gets?

How will they engage each other?

What are they looking for from each other?

How will this meet your goals?

What are you looking for?

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Simple travel widgetComplex network of contributors with many actors, links and outcomes

Strategy

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Simple travel widgetComplex network of contributors with many actors, links and outcomes

Implementation

Before you pick a tool, pick a type of tool:

• Should we be blogging?

• Host a discussion forum?

• Create videos?

• Join a social network?

• Replicate content?

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Implementation - cont’d

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(Image source: Robert Scoble & Darren Barefoot)

It will be a waste of time using any tool, if your audience does not use it, too. That’s why your audience research is so important.

Sustainment

You’ve launched, now what?

Plan for the end, or not

Monitor, and measure

What if it goes wrong?

What if it goes right?

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Sustainment - cont’d

You are the host

• Treat everyone like a guest

• Interact, gauge reaction, ask questions, give honest answers. Listen. Provide.

Nurture, measure, adjust

Results not what you want? Do things differently.

Results are good? Do more of the same!

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OASIS

35

Start with objectives

Know your audience

Measure, and monitor

Get leadership on-side

Look before you leap!

Key Points

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Break

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Assign priorities to road repairs

Example1 - Objectives

Example1 - Audience

Drivers motivated by better roads

Cell Phones

Websites

DOT wants to be effective

Websites

Repair crews want direction

No on-line usage

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Example1 - Strategy

Geotag potholes

Rank them

Tell DOT

Fix them

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Example1 - Implementation

Smartphone

Geocoded content

Photo site

Presentation

Vote/rank

Communicate priorities and location

Fix them

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Example1 - Implementation

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Example1 - Implementation - cont’d

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1

2

3

RankTagTell

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Example1 - Implementation - cont’d

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RankTagTell

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Thank you