are you ready to star on youtube?
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Social media and government. This is a presentation given at the 2009 Minnesota Government Digital SummitTRANSCRIPT
Are You Ready to Star on YouTube?
Web 2.0 and Social Media in government
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Scott FergusonStore Operations Manager, 6Sigma ServicesTargetEmail: [email protected] Kirk KellerTechnology Services Supervisor, Department of ConservationState of MissouriEmail: [email protected]: common-nature.comTwitter: kirkeller
What are social networks?
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•“An association of people drawn together by family, work or hobby.”
•- PC Magazine
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What are the tools?
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What do we focus on?
Blogs
YouTube•20+ channels
•500+ videos
YouTube•1 popular video: 230,000+ views
YouTube
mdc.mo.gov
Redesign will leverage
• Flickr
• YouTube
• Blogs
• Google maps
Why shouldn’t we use social media?
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$$$
Cost?
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$$$
They’re free!
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Unrestricted Web surfing
•Compromises security
•Drains worker productivity
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•“[Social media sites] do not pose any greater risk than most chat rooms or other online communities.”
•- United States Air Force
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•“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."
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Offset Negative PR "Are you ready to be a YouTube
Star?" "Are you already a YouTube Star?"
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Best Buy
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ihatebestbuy.com
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Email: [email protected]
•“Social networking helps three Canadian companies boost productivity.”
•- IT Business.ca
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Final reason...
•...we don’t have the resources.
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Leverage existing staff•Newsletters
•Email responses
•Workshops
•Air Force – "The Air Force needs to turn all of its Airmen … into communicators."
Established that you should use social
media
How should you use it?
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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
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
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
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
Social Networks Increasing Influence
Twitter/Facebook = +100 M People…and Growing
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
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
google.com youtube.com
facebook.com
twitter.com
flickr.com
govloop.com
blogspot.com
See for yourself
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 - ?
Q&A
Thank youScott FergusonStore Operations Manager, 6Sigma ServicesTargetEmail: [email protected] Kirk KellerTechnology Services Supervisor, Department of ConservationState of MissouriEmail: [email protected]: common-nature.comTwitter: kirkeller
Twitter hashtag #gov20