Citizen Outreach & Engagement

Applying Social Media Tools

http://www.selfservicegov.com lisa@inter-act.us

Topics Guidelines from the White House Guidelines & Best Practices from New Zealand Getting Started – Your Next Steps

Nov 7th 2012 User Forum - Prepared by IES

Guidelines from the White House http://www.whitehouse.gov/open http://www.whitehouse.gov/sites/default/files/omb/assets/i

nforeg/SocialMediaGuidance_04072010.pdf

Nov 7th 2012 User Forum - Prepared by IES

Guidelines from NZ - Stats 1.8M (out of 4.3M) New Zealanders are using SM sites (42%) More than 25% have visited Twitter and 11% have created

profiles More than 2 in 5 New Zealanders are interacting with

companies via SM sites Top SM sites

o Facebook o Youtube o Wikipedia o Blogger o Twitter o LinkedIn o Wordpress o Flickr

Nov 7th 2012 User Forum - Prepared by IES

Guidelines from NZ Stages of Involvement in SM

o Passive – Listening • Social Mention – http://www.socialmention.com

o Active – Participate in blogs, forums, wikis o Engaged – Establish a SM site, Twitter account

Code of Conduct and online participation

o http://ssc.govt.nz/code

“One of the most serious drawbacks for Chief Executives is the amount of time SM takes up and the risk that if they are not familiar with SM, they might come across too formal and therefore “inauthentic”. Consideration should be given to resourcing or delegating to a SM expert within the organization.”

Nov 7th 2012 User Forum - Prepared by IES

Guidelines from NZ – Business Case Section Content

Strategy and Context Define the context for the SM project Describe the strategic vision that the project will contribute to

Communications Objectives List objectives (specific, measurable, achievable, realistic, timebound)

Critical Success Factors Describe success and what we are hoping to achieve (changes in attitude, awareness, behavior)

Audience Define the audience(s) and for each provide a short profile (beliefs, attitudes, behaviors, influences) Describe previous attempts to communicate with the audience What SM exposure does the audience have? Nov 7th 2012 User Forum - Prepared by IES

Guidelines from NZ – Business Case Section Content

Options List any other similar approaches that have been successful or unsuccessful? How will the selected approach help achieve the objectives?

Benefits List benefits and how they will be measured

Risks/Mitigation List any trade-offs or risks/costs associated with achieving the benefits What can be done to mitigate the risks?

Dependencies/Assumptions List any assumptions and your plan to validate them

Resources Required What expertise is needed? Are resources available (in-house/external) What is the budget needed?

Evaluation How will success be measured? Are metrics in place to measure progress?

Nov 7th 2012 User Forum - Prepared by IES

Social Media in Action Careers Outreach – Careers NZ

“We go to where our target audience is and talk to them there and help people who are asking questions or wanting advice on their careers. It’s a great way to provide links back to our information. We’ve confirmed much of conventional wisdom – a voice that is not authentic draws no responses from the crowd. But if you are genuine and truly helpful, people respond well.”

Public Health campaign in support of breast feeding

moms – Ministry of Health Facebook community of 6,000 in support of normalizing breast

feeding to 6 months and beyond in public spaces

Nov 7th 2012 User Forum - Prepared by IES

Social Media in Action Crowdsourcing Images – NZ Historic Places Trust

Using Flickr to crowdsource images for the Registrar of Historic Places. Our goal is to raise awareness, inspire conversation, and engage the public around historic buildings. We post requests for images on Flickr and people respond. We contact them and they become part of our community (99 members).

Blogging Business Advice – Ministry of Economic Dev The sheer number of different departments was confusing to citizens.

The blog allowed us to bring all of these units together in one place creating a consolidated brand.

Engaging the Public Online – NZ Police o Wiki to engage public comment on the review of the Police Act o Alerts via Twitter o Facebook chat with Police role models to recruit the next

generation of police officers o Facebook to assist in catching a burglar

Nov 7th 2012 User Forum - Prepared by IES

Social Media in Action Making Tax Easier Forum – Inland Revenue

Objective: to change the way people interact with the tax system Benefits: • Received a much wider range of comment than could have

been possible from the review of a paper document • Good quality comments • People commented on prior comments

Rethink Online Forum – Internal Affairs Objective: to receive input from stakeholders on a new approach

to government use of online channels Benefit: the feedback received fed directly into the Rethink

Online strategy launched in July 2011

Nov 7th 2012 User Forum - Prepared by IES

Getting Started Your ideas How we can help

o Join our Group – Self Service Gov LinkedIn at http://www.linkedin.com/groups?gid=4638567&trk=hb_side_g

o Post a Project – http://www.selfservicegov.com o Participate in the Group Discussion o Follow us on Twitter and re-tweet o Provide feedback on your plan

Nov 7th 2012 User Forum - Prepared by IES

User Forum 2013 – Topics?

Nov 7th 2012 User Forum - Prepared by IES