accomplishing public relations goals through social media media.csosa

Court Services and Offender Court Services and Offender Supervision AgencySupervision Agency

Accomplishing Public Accomplishing Public Relations Goals Through Relations Goals Through

Social MediaSocial Media

http://media.csosa.govhttp://media.csosa.gov

Presented by Tim Barnes, Enterprise Director Presented by Tim Barnes, Enterprise Director and and

Leonard Sipes, Sr. Public Affairs SpecialistLeonard Sipes, Sr. Public Affairs Specialist

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Court Services and Offender Supervision Agency Court Services and Offender Supervision Agency

What is CSOSAWhat is CSOSA

• Federal, executive branch agency

• Provides parole and probation services

• National reputation for innovation and excellence

• Research and technology oriented

• CSOSA offers radio and television programs, a blog and transcripts through “DC Public Safety” (http://media.csosa.gov).

• “DC Public Safety” is the nation’s most popular social media site on the Internet for key criminal justice terms (per Google)

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““A National Model of Public A National Model of Public Communications”Communications”

• According to Government Computer News (September, 2008) “DC Public Safety” is one of the ten best web sites for state and local government

• CSOSA’s “DC Public Safety” is featured on the federal government’s “Best Practices” web site

• “DC Public Safety” recorded over 2,000,000 requests since January of 2007. We average 140,000 requests a month

• We have one of the top public safety blogs in the country (per Google)

• We have been referred to as “A national model of public communications.”

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What is Social MediaWhat is Social Media

• There is no universal definition of social media; social media is more philosophy than a list of strategies

• At it’s heart, social media is designed to create conversations with customers; it’s a give and take process. We listen to concerns, offer information and take input seriously

• “When Did We Start Trusting Strangers,” Universial McCaain, September, 2008-we now trust strangers equally via social media when compared with face-to-face conversations

• Examples of social media; radio/audio, television/video, blogs or articles, wickies, special events, call-centers, surveys, special internet sites

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What is Podcasting What is Podcasting

• Placing radio and television shows on the internet.

• You do not need an iPod. Most use their computers to view or listen.

• Using RSS (Really Simple Syndication) to allow people to automatically receive the program.

• With RSS, programs are pushed out to consumers.

• Programs are provided by major media companies (i.e., National Public Radio, CBS news).

• Programs supplied by non-traditional sources who have expert knowledge about an issue (DC Public Safety).

• Podcasting is part of the “new or social media” that includes blogs and other methods creating two-way interactions (conversations) with customers.

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Who is Who is Listening/Watching/InteractingListening/Watching/Interacting

• Online Media Daily, May 20, 2009-Social media has reached critical mass, with 83% of the Internet population now using it - and more than half doing so on a regular basis - research by Knowledge Networks.

• Online Media Daily, May 8, 2009-Social media marketing to double to 55 billion dollars by 2014.

• Ragan.com, April 16, 2009-70 percent of government communicators cannot access social media at work.

• Harris Interactive, April 28, 2009-88 percent of Americans state that the reputation of corporate America is “not good” or ‘terrible” but the public rewards companies that concentrate on building their reputations.

• Harris Interactive, April 116, 2009-Just under half of Americans have a Facebook or MySpace account.

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Who is Who is Listening/Watching/InteractingListening/Watching/Interacting

• “When Did We Start Trusting Strangers,” Universial McCaain, September, 2008-we now trust strangers equally via social media when compared with face-to-face conversations.

• Markerter, March 5, 2009-Podcast use in the US will continue to rise through 2013 when 37.6 million people will be downloading podcasts on a monthly basis—more that double the 2008 figure of 17.4 million.

• Direct, January 24, 2009-There was a record of one billion visitors to the Internet in December, 2008.

• “Information Searches that Solve Problems,” Pew/Internet, December, 2007-78 percent of Internet users have visited government websites.

• Advertising Age, June 17, 2008-Consumers to watch 25 percent more internet based video in five years.

• eMarketer-February 4, 2008-US Podcast audience is 18.5 million in 2007, will grow to 56 million in 2012.

• Harris Poll 128, 2007, online video use is 81 percent of sample.

• Media Post Publications, January, 2008, Social media has a positive impact on the tone of most reporter’s stories and editorials.

• Marketwire, May, 2008, Journalist use of social media differs depending on topic. Over 50 percent of reporters spend an hour a day with online media.

• Marketingpilgrim, January, 2008, 75 percent of journalists get story ideas from blogs (podcasts are audio and video blogs).

• .

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Who is Who is Watching/Listening/InteractingWatching/Listening/Interacting

• Brodeur, May 21, 2008-Over half of reporters said they spent more than an hour a day with online news sources and blogs.

• Journalists Get Web 2.0. Do You? PR Tactics, February, 2008, 39 percent of reporters listen to podcasts. 72 percent read blogs.

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Measurable Measurable Results from CSOSA Social MediaResults from CSOSA Social Media

• Over 2,000,000 requests since inception--140,000 requests a month

• Fugitive Safe Surrender-350 criminals with warrants surrender

• Highest increase in employee satisfaction per federal survey—TV, radio and articles mostly feature employees

• Exchange of new ideas-GPS

• Organizational relations

• User satisfaction-per site survey

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Critical Success FactorsCritical Success Factors

• Having access to an expert (Tim Barnes) to guide the process

• Senior staff who recognized the public and employee relations potential of social media

• Having the resources to purchase equipment

• Staff willing to invest personal time to learn and create

• An understanding that we did not have to know or understand everything about the technical side to effectively do social media

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Challenges to SuccessChallenges to Success

• Len had to be willing to learn the technical side of program creation (what’s a RSS feed?)

• Len and Tim had to fit the social media process into everyday duties

• Len, at times, felt frustrated (still does) in his struggle to grasp a wide array of new hardware and software

• Social media sites are endless-don’t get bogged down

• Stick with the basics—don’t chase everything that comes to the social media scene

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How Social Media Will Help You How Social Media Will Help You Achieve Your Public Relations Goals Achieve Your Public Relations Goals

• Media/public come to an understanding as to who you and your organization are

• Social media is the most important public relations tool since the inception of websites

• Your point of view is always available

• During emergencies, you can release audio/video statements

• Fugitive Safe Surrender

• Reaching Spanish speaking audiences

• Promoting issues important to your organization

• Respecting learning styles

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Getting Assistance Getting Assistance (get thee a geek)(get thee a geek)

• Getting a knowledgeable person to guide you is important/vital

• Local colleges will have someone who WILL help you

• People are enthusiastic about social media. They will assist

• Paid consultants will do everything for you from equipment purchases to training

• On-line courses are now available

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What you What you ReallyReally Need to Know About Need to Know About

Radio ProductionRadio Production • Production of interesting, ethical, informative

shows is the most important thing to know

• The quality of sound produced through a personal computer and software is just as good as a show produced in a studio

• Don’t like something? Then delete or restart

• The production standards are different for podcasting—stumbles are OK

• It’s not as complicated as some make it sound

• For example, I rarely edit my shows beyond sound levels. Some will spend hours in editing

• Shorter programs are better

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What You What You ReallyReally Need to Know Need to Know

About Television ProductionAbout Television Production

• All the things we mentioned about radio production

• Community access or college television can record your shows for $500.00 or less

• Understand that people dislike typical government talking-heads public access shows. Be different

• The cost of outside servers to house your content and offer it to the public is now inexpensive, around $10-$15.00 per month

• Incorporate footage (B-roll)

• Pay for a opening and closing (college student did ours)

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Creating Interesting Radio ShowsCreating Interesting Radio Shows

• Production of interesting, informative shows is the most important thing

• You cannot be a overly cautious bureaucrat

• Showing emotion (you and your guests) is powerful

• Do NOT script the show

• What does the public want to know?

• You must ask the same questions a reporter would ask

• You must be fair to both sides of any issue

• Partisan politics are not allowed

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Creating Interesting Television ShowsCreating Interesting Television Shows

• Everything we said about radio programs

• Do an outline (not a script) of your show

• Make sure that guests understand the purpose of the show

• The insertion of b-roll, or footage is essential for government public affairs shows

• Recommend paying for a professional opening and closing

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Marketing Social MediaMarketing Social Media

• Marketing is necessary. Search for books on marketing podcasts or social media

• At a minimum, send program to iTunes and have Google, Yahoo and MSN search your site on a daily basis

• Send to 15 additional social media sites (Facebook, MySpace, Linked In)

• Have other web sites link to your site. Search engines love high-quality links

• Ask others in your field to advertise your site

• Send out press releases if it’s truly interesting

• Create an e-mail list. Send notices of new shows

• We place our television shows on Google Video, AOL Video, My Space and You Tube.

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Costs of Social MediaCosts of Social Media

• Approximately $1,500.00 for a computer, software and equipment

• Less if you will use an existing computer (approximately $500.00—often much less)

• Approximately $10.00 a month for a server (can be less)

• Available free through Blog Talk Radio or Talk Shoe

• Television shows can cost as little as $500.00 per production—can be as much as $10,000.

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Resources for Social MediaResources for Social Media

• Google “books” and “podcasting” and “social media”

• iTunes, Google, Yahoo and MSN have primers

• On-line courses exist (search the web)

• Your local or on-line music store can advise you about the equipment you need

• Search iTunes for podcasts on podcasting, social media and search engine optomization

• Become a consumer of podcasts and social media sites

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Contact UsContact Us

• Leonard (Len) A. Sipes, Jr. Senior Public Affairs Specialist

202-220-5616

[email protected]

• Tim Barnes, Enterprise Director,

202-220-5306

[email protected]

accomplishing public relations goals through social media media.csosa

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