E X T E N D I N G T H E C O N V E R S AT I O N

SOCIAL MEDIA INTEGRATION

INTRODUCTION

•  Today’s discussion – The Not so Geeky Part •  Background on Social Media Integration •  How the jurisdictions are using social media •  How others are using social media •  Tales of Horror

•  Today’s discussion – The Geeky Part •  Extending the conversation through widgets, plugins,

buttons, and embedded content •  Using social media channels to authenticate and

personalize your website •  Leveraging the social media audience through integrated

applications

SOME BACKGROUND

•  IACA has featured a few sessions dealing with Web 2.0 and Social Media

•  Of particular note is a presentation that Justin Hygate gave during the Winnipeg Conference

WHAT WE LEARNED IN WINNIPEG

•  Social media isn’t going away •  There is now an expectation that companies

participate in social media, much like there is an expectation that a company has a website •  Conversations about your agency/company are

happening whether or not you are participating in them •  JOIN the conversation. Embrace it. Make it a

routing part of your business.

STATISTICS

•  In 2011, viewing social media content and blogs was the top use of time spent on the internet

•  This is more than double the next most popular usage

State of the media Report Q3 2011- Nielsen

TIME WELL SPENT

State of the media Report Q3 2011- Nielsen

FACEBOOK NUMBERS

•  Facebook has 845 million users

•  Over one billion Facebook posts per day

•  Over 2.7 billion likes/comments per day

•  Over 250 million photos uploaded each day

Source: Varied, The Social Skinny.com

TWITTER NUMBERS

•  There are over 465 million Twitter accounts •  Twitter is growing at a rate of 11 accounts per

second •  On a busy day, twitter sees about 175 million tweets •  30% of twitter users have an income over $100,000

Source: Varied, The Social Skinny.com

GEORGIA

•  Many twitter tools allow you to manage multiple accounts from a single app

•  Chrysler, March 9, 2011: Media company managing Chrysler’s twitter stream was caught in traffic. Tweeted about it:

•  “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive."

•  The Red Cross: Feb 2011: • 

“Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer…. When we drink we do it right #gettingslizzard”

SOCIAL MEDIA HORROR STORY

Tools of the Trade

YOUTUBE NUMBERS

•  One hour of video is uploaded to YouTube every second

•  That’s 24 hours of video every 24 seconds, 60 hours a minute, 9 months every 2 hours, a decade every single day and a century every 10 days

•  YouTube sees four billion video views globally every day

Source: Varied, The Social Skinny.com

GEORGIA SOCIAL MEDIA HORROR STORY

Social Media is Relevant

GEORGIA

•  Target – Winter 2008, launched an advertising campaign that featured a woman making a snow angel. Blogger asked Target for a response to her objections: •  “Thank you for contacting Target; unfortunately we are unable

to respond to your inquiry because Target does not participate with non-traditional media outlets”

•  Ryanair – 2009, employee engaged in online “trash talking” with a blogger in defense of the corporate website. •  “Ryanair can confirm that a Ryanair staff member did engage

in a blog discussion. It is Ryanair Policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again”

SOCIAL MEDIA HORROR STORY

Social Media is Relevant

WHAT ARE WE DOING

ITS Issued a survey to the membership with several social media questions.

1.  Does your jurisdiction use any of the following social media outlets, and if so, in what way?

2.  Are employees allowed to access social media services for non-business related activities during the work day? If not, is this enforced by company policy only of does IT actively restrict access?

3.  If you use social media for business, who is responsible for creating, posting, managing, and responding to social media communications

4.  Does your jurisdiction have a formal policy to govern social media usage? If so, please describe key aspects.

5.  Has your jurisdiction specifically developed software to integrate with social media? Examples might include developing a Facebook application, or embedding your twitter feed directly into your website. If so, please describe.

RETURNS

•  Survey was distributed through all IACA email lists •  There were 23 responses

WHO’S USING WHAT

0

2

4

6

8

10

12

14

16

Jurisdictions

NOTE: there is not a 1:1 relationship between FB and Twitter

USERS VS NON-USERS

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Non-Users

Users

Generally, 60% of responding jurisdictions use some form of social media, primarily Facebook and/or Twitter

HOW IT IS USED

•  Facebook •  Pushing information •  Elections •  Secretary Pages •  Posting Pictures •  Divisional Usage

•  Twitter •  Pushing information •  Announcements •  General SOS Usage

•  YouTube and Vimeo •  Legislative Sessions •  Meetings •  Training •  Events and Conferences

•  Blogs •  SOS Blog •  Information Sharing •  Personalization of Organization

•  Flickr •  Posting pictures

THE RESPONSE NOBODY GAVE

Establishing a dialogue with customers and/or constituents

WHO’S TALKING FOR YOU?

•  Communications Department / staff •  PR Manager •  Webmaster •  PIO •  Individuals

GEORGIA

•  What happens when junior staff manages your twitter feed: •  Habitat knows •  Trending topics in June 2009??

•  #iphone •  #Mousavi

•  The company used these hashtags to be recognized in the trending topics and to extend their reach in order to get people to land sales.

•  Company ended up deleting the tweets, apologized, and didn’t return to twitter for 3 years: •  “We’ve been listening and we know 140 characters aren’t

enough for a full apology, please follow this link…<snip>”

SOCIAL MEDIA HORROR STORY

Know your Voice

WHO LETS EMPLOYEES BEHAVE SOCIALLY

4

9

10

Personal Use of Social Media At Work

Yes

No

Its Complicated

WHAT ABOUT POLICY

7

4

10

2

Who Has A Policy?

YES

NO

YES, but…

NO, but…

BUT…

•  YES, but… •  Some are being reworked because they appear outdated •  Some are simply part of an acceptable use policy which

governs personal (non-business) use of internet and computer resources. AKA, they do not appear to be specific to social media and the implications of social communications.

•  Have you seen it? I haven’t!

•  No, but •  We recognize the need and are working on it.

BUSINESS AND PERSONAL USE

•  Of the 14 jurisdictions that participate in any form of social media from a business standpoint: •  10 also allow some level of personal usage of social media •  10 have a policy to govern personal usage •  7 allow personal usage and have a policy

Business Use (14)

Personal Use (10) Use Policy (10) (7)

SOME POLICY CONSIDERATIONS

•  Remember, social media is here and is popular. This means: •  It is important to realize that whether or not you allow the use of

social media at your office, people may still choose to use it at home.

•  Social media conduct and content while outside the office can have impact on the office, both directly and indirectly.

•  Policy needs to consider this new reality. •  What would you do today if an employee shares confidential

information or posts derogatory speech against the company or another employee?

•  What is someone complains “I hate my boss, I’m going to shoot him”.

ENFORCEMENT

Policy • 7 Jurisdictions Rely

on Administrative Policy

IT • 4 Block specific sites • 2 Restrict to

Individuals • 3 Block all social site

None • 8 Jurisdictions do not

enforce usage or were not sure.

DEEP INTEGRATION

8

9

1

5

Unsure

NO

In Progress

YES

TYPES OF INTEGRATION

•  Mostly Links announcing a social media presence •  Blog and RSS integration •  In house news service •  Live Chat •  Portal Page with aggregated social feeds

EXAMPLE - WASHINGTON

EXAMPLE - OREGON

EXAMPLE - MINNESOTA

EXAMPLE - MICHIGAN

EXAMPLE - MAINE

GEORGIA

•  Ladies and Gentlemen….

•  Mr Mike Smith!

* 

* The Georgia Superior Court Clerks’ Cooperative Authority needed to have more direct and open lines of communication with its stakeholders…we needed to get their attention

* 

* With limited funds and resources, implementing a multi-pronged social media strategy made a lot of sense

* 

Hit ‘em high

* 

Hit ‘em quick

* 

Hit ‘em long

* 

* Develop an organized, concise strategy. For example, should you communicate via social media on an established schedule? Every day? Multiple times a day? A few times a week?

* 

* Point of Contact

Establish who’s in charge

AN EXAMPLE OF EFFECTIVE USE

•  CDC Uses social media very extensively and effectively •  Uses it to communicate information •  Uses it for campaigning. •  Uses metrics to analyze reach •  http://www.cdc.gov/metrics/

DEEP DIVE

•  Where we are? •  Many jurisdictions have embraced social media •  Participate on Facebook and Twitter •  “Reach” is limited to the content that is shared and links

that make that content accessible

GEORGIA

•  Remember the Japan Earthquakes? •  Bing tweeted: “For every retweet, bing will give $1 to Japan

quake victims, up to $100k” •  Probably meant in all sincerity but was perceived as buying

tweets or “boasting” about charity. •  New Hashtag appeared within hours.. (think, f.u.bing). •  “Hey, remember how Google set up a people finder to help

Japanese fine loves ones and didn’t brag about it? #f.u.bing” •  Six hours later, there was already a public apology from MS.

•  TGI Fridays Woody Character

SOCIAL MEDIA HORROR STORY 4

You Can’t Buy Love

THE NEXT LEVEL

•  As simple as cut and paste?

•  Facebook has Social Plugins http://developers.facebook.com/docs/plugins/

SUBSCRIBE

•  Provides an alternative to the facebook page link. Lets you subscribe here and now •  Makes sense from an organization standpoint or an

individual

THE LIKE BUTTON

•  Allows website content to be treated as an object and be liked individual •  Can be used for articles, entire sites, content,

photos, etc •  When a user likes something, it posts to that user’s

wall for others to see. Those with similar interests may

THE SEND BUTTON

•  Same as like button, except targets individual friends (doesn’t post to wall) •  Doesn’t advertise and promote widely, but still

shares content

COMMENTS

•  Allows a conversation to be conducted on individual pages. •  Has some level of monitoring and moderating built-

in. •  Extends the dialog from the company to the topic. •  Uses social media cues to bring most relevant

content to top.

LOGIN, REGISTRATION, ETC

•  Using Open Authentication, you can use Facebook credentials to grant access to your website. You can also see other users who might be logged in.

LETS EXTEND OUR REACH TOGETHER

•  Add a like button: http://developers.facebook.com/docs/reference/plugins/like/

•  Note that the URL used is an object: http://www.facebook.com/IACA.ORG

LETS EXTEND OUR REACH TOGETHER

•  Lets add a comment button http://developers.facebook.com/docs/reference/plugins/comments/

•  URL to use: http://www.iaca.org/

THAT WAS SIMPLE

•  With two copy and paste actions, we’ve easily extended our reach •  We show that we are engaged socially by showing

Facebook links as before, but we now also show our popularity and can reach additional audiences

•  We have now integrated some of the Facebook “Feel” into the site.

•  We have also provided an embedded way to have visitors engage in conversation that they would not have done otherwise

•  For a more integrated feel, we could have used the activity plugin instead of comments to share the Facebook feed.

TWITTERPATED

•  Twitter also has “pluggable” integrations options. •  BUTTONS: •  https://dev.twitter.com/docs/twitter-for-websites

•  Add a follow Button

TWITTER WIDGETS

•  Deeper integration with Twitter available through widgets

•  http://twitter.com/about/resources/widgets

•  Widgets are not just for integrating your feed, but can also be used as a service •  Searches, hashtags, etc •  Lists -- remember Maine?

DEEPER STILL

•  Everything prior was Developer 101

•  With more complexity comes additional integration options.

•  Deeper embedded integration and functionality •  Personalization

HOW FB IS ORGANIZED

GRAPH API EXPLORER

•  Facebook is remarkable “OPEN” to those who have accounts •  Most access is though facebook but you can get at

all the data through APIs if authorized •  http://developers.facebook.com/tools/explorer?

method=GET&path=1426116196

HOW TO ACCESS THE GRAPH

•  To access the graph programmatically you need to install the Facebook developer app •  Using that app, you can

create new Applications, each of which have their own ID and act as a Facebook object •  Example…

FB EXAMPLE, LOGIN

•  Consider this scenario •  Have a site that requires a login, like an eFiling app •  You are socially conscious and want to leverage social

media logins

•  Simple login can be accommodated with the Login Plugin. http://developers.facebook.com/docs/plugins/ •  Add a login button •  When a user logins to your site this way, you have

access to their connections to the extent they allow

WHAT GA IS CONSIDERING

•  GA is considering expanding social offerings •  For years, individuals have asked for complimentary

access to “their deed”. •  Problem: •  GSCCCA does not receive unique identification for parties •  System is constantly thwarting abuses

•  Perhaps a Social channel can help •  Credibility and Reputation Assessment •  Mapping of unspecific names to concrete objects

QUESTIONS?