social media 101: the five must-haves for successfully managing outreach

Social Media 101

The Five Must-Haves for Successfully

Managing Outreach/On-boarding

Agenda Self Service Government? Which Comes First? People Are Talking – SM in the workplace The Five Must Haves The Klout Challenge

Self Service Government

The application of technology to enable citizens to participate in the business processes for the purpose of expediting government services at volumes unbounded by human capacity. LADWP – SoCalSmartWater

Self Service Government

Which Comes First?

Which Comes First?

Outreach/Need

Self Service

On-boarding

The Process of On-boarding

Attention Interest Adoption Support

What is Social CRM? Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation.

What is Social Customer Service? Ownership of social media is shifting away from Marketing and Communication as engagement increasingly relates to inbound customer service-based topics. Rather than social being seen purely as a space for companies to deliver outbound marketing messages, it is the inbound customer queries that allow for meaningful points of engagement and the building of brand advocacy.

Outreach – Defining Scope

•Who will do the outreach? •Who is our target audience? •How will we do the outreach? •Is Social Media an appropriate tool for our target audience?

Social Media in the Workplace http://www.tvland.com/episodes/mb8rrv/younger-pilot-ep-101

The number of people using Twitter has increased by more than 50 million in the past year. The network now has over 270 million active users. Twitter generated $716 million in Auto Sales. The best returns were on luxury model cars. For every $1 invested in Twitter marketing, luxury car brands saw a return of $17.80. That’s a return of 1,780%. By 2015, one fifth (20.5%) of internet users in the US are expected to have Twitter accounts. This figure has grown from 15.2% in 2012, and is set to rise to 24.2% by 2018. The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow. Mobile users are more active on Twitter than desktop users. People with Twitter on their smartphone are 79% more likely to access Twitter several times a day. They’re also twice as likely to use Twitter the moment they wake up. Three in ten small businesses have yet to join Twitter.

Social Media Value Proposition Reach people outside your existing defined community Instantaneous Feedback – Increased ROI Reduced Internal Cost - $$ and Resource Time Eliminates Barriers

Growth

Reduced Cost or Staff Required

Social Media Maturity Model

Influence

Interact

Inquire

The 5 Must Haves

#1 - Project Leader Mindset

Influence

Interact

Inquire

Inspire •Connect strategic drivers to tactical day to day operations • Moving to a better place, not standing still

Empower •Listening •Openness •Questions •Trust

Mgmt vs Leadership

Tasks and Deliverables Internally Focused Direct Lines of Authority Contractual or Employer/Employee Relationship - Resources

Project Management Project Leadership

Strategy and People Focused Lead with Vision

Connect strategic drivers to tactical day to day operations Inspire a team Moving to a better place, not standing still

Empower the Team Listening Openness Questions Trust

#2 – Goals & Metrics

Influence Results

Interact Credibility

Inquire Knowledge

Tactical vs. Strategic Cost Savings vs. Growth Example Vendor Self Service

Strategic: Attract vendors with specific skills

Tactical: Convert Existing Vendors

Happier Vendors Cost Savings/Cost Avoidance

Customer Support Assistance Feedback Information Posting

Which vendors are using SM?

More vendors of XX type registered

Feedback Information Posting

Locate Target Audience

#3 – Resource Strategy What does your Outreach organization look like? Is there funding? Do we hire Social Media staff/consultant, acquire a service, or train existing PMs?

#4 – Tools/Solutions

Which tools? Self Service Government/e-Gov Easy for customers – intuitive Flexible Scalable Get Social with Internal Tools Project Engagement (WordPress, BaseCamp, etc. CRM Exposure to Social Media tools SM tools must be adopted

#5 Results

Influence

Interact

Inquire Who are my partners and are they on SM?

Are we making a personal connection?

Who have we influenced already?

What are my customers

talking about?

Are we engaged in the discussion?

Are we measuring our effectiveness?

Questions?

Klout

Klout uses Bing, Facebook, Foursquare, Google+, Instagram, LinkedIn, Twitter, and Wikipedia data to create Klout user profiles that are

assigned a unique "Klout Score". Klout scores range from 1 to 100, with higher scores corresponding to a higher ranking of the breadth and

strength of one's online social influence.

The Klout Challenge

Klout

Klout scores by Agency LA County ISD +1 21 @LACountyISD LA Sanitation +5 51 @LACitySan LA Dot +8 55 @LAdotofficial Empower LA +7 60 @EmpowerLA LA County Public Health +10 70 @LAPublicHealth LAX – 80 @FlyLAXairport New LA County Probation 38 @LACProbation LA Fire 79 @LAFD Los Feliz Neighborhood Council 40 @LosFelizNC LA County Assessor 40 @LACAssessor Southern California Hospital Assoc. 44 @SoCalHospNews CA Dept of Justice 62 @CALAGHarris LA County DHS 19 @LACountyDHS

Recommended… 1. The Power of Project Leadership: Susanne Madsen 2. Chef – The Movie 3. Event – Advanced Learning Institute – Washington DC

Leveraging Digital Services to Drive Engagement in Government

Q & A

Giveaways

Survey Code Part 2

7148151313