census social media: part 1
DESCRIPTION
A presentation for program managers and data experts at the U.S. Census Bureau. Focus on the social media landscape.TRANSCRIPT
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Center for Excellence in Digital Government
Engagement and Outreach Team
U.S. Census and Social Media
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Part 1: The Social Media Landscape
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Agenda
• 9:00-9:10 Introduce Topic and Speakers (Rick Denby)• 9:10-9:50 Demographic Internet Staff (Census)• 9:50- 10 Break• 10:00 - 10:50 Social Media Part 1: Inform (Center for
Excellence in Digital Government, General Services Administration)
• 10:50 - 11:00 Break• 11:00 -11:20 Social Media Part 2: Engage (CEDG)• 11:20-12:05 Brainstorming Sessions / Breakout (CEDG)• 12:05 Wrap-up and adjourn (CEDG)
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Agenda
• 9:00-9:10 Introduce Topic and Speakers (Rick Denby)• 9:10-9:50 Demographic Internet Staff (Census)• 9:50- 10 Break• 10:00 - 10:50 Social Media Part 1: Inform (Center for
Excellence in Digital Government, General Services Administration)
• 10:50 - 11:00 Break• 11:00 -11:20 Social Media Part 2: Engage (CEDG)• 11:20-12:05 Brainstorming Sessions / Breakout (CEDG)• 12:05 Wrap-up and adjourn (CEDG)
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What is Social Media?
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Let’s get dim (the lights, please)
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Social Media Revolution 2011
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We are
Jonathan Rubin(@jonathan_rubin
Tammi Marcoullier(@TammiM)
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We work at the GSA Center for Excellence in Digital Government
(@GovNewMedia)
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Our Mission
Dramatically improve digital government by building agencies’ capacity to regularly engage with the public and improve the customer experience.
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We Work With
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Agency Solutions
Challenges
User Testing
Engagement tools
Training
Web Manager University
Multimedia
Ask the experts
Tutorials
Howto.gov
How-to guides
Case Studies
Research
Plain Language
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Definition: Social Media is…
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The online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media. Source: Wikipedia
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Social Media is (v2)
Technologies that turn
Unidirectional communication into
Conversation (interactive dialogue)
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Successful Social Media Content is
• Timely• Useful• Helpful• Informative• Actionable• Entertaining• Or a combination
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Old Model
Central SourceContent
Content
Content Content
Content
Content
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New Model
Your content
Website
Podcast
TwitterBlog
Mobile
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Blocked Social Media in Federal Government
• EPA blocks streaming music sites• DHS blocks YouTube, Facebook, etc.• SSA -“We currently block access to streaming media and
social networking sites for most users, including remote access.”
• Etc.
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Social Media Use Policies
• DoD • State Dept.• White House• GSA• USDA• Etc.
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4 Concerns about Social Media
• Employee productivity• Security• Message control• Bandwidth
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Adapted from Shel Holz, Social Media Speaker
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Employee Productivity
Concern: People will goof off!Reality: • Taking breaks from work tasks is good for positive mood,
enhances problem solving and creativity. Source: Journal of Psychological Science 2010
• 8 hour day?• Employee social networks can help your organization• They don’t need your Internet
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Security
Concern: We’ll let in viruses or people will hack us!Reality: Pentagon and DoD allow access
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Message Control
Concern: People will spill the beans!Reality: • They already are• Policies and guidelines• Mandatory training on Personally Identifiable Information
and sensitive data
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Bandwidth
Concern: Streaming stuff costs money!Reality: • Bandwidth is the “paper of the digital age”• Need it for video• If you don’t have enough, get more
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
2. Social Media is… ABOUT PEOPLE, NOT TOOLS
3. Social Media is… REACHING PEOPLE WHERE THEY ARE
4. Social Media is… TRUST
5. Social Media is… FUTILE WITHOUT STRATEGY AND
SUPPORT
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
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Fireworks BonfiresVs.
1. Building Relationships
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Public Sector Digital IQ Ranking
• #1 ??• #2 ??
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Source: 2010 L2 Digital IQ Index: Public Sector
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Public Sector Digital IQ Ranking
• #1 NASA• #2 White House• #3 PETA• #4 Army
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Source: 2010 L2 Digital IQ Index: Public Sector
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Social Media Maven #1
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Results:
• Media Play• Branding• Loyalty (In
government, no less!)
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Social Media Maven #2
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“We’re now broadcasters of knowledge” - Michael Edson, the Smithsonian Institution's Director of Web and New Media Strategy
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Smithsonian Rocks @ Twitter
1,700 followers
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Smithsonian Rocks @ Twitter
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Digital IQ Ranking
• #1 NASA• #2 White House• #3 PETA• #4 Army• #15 Smithsonian - MEanderthal app transforms your
picture into that of your prehistoric ancestors; QR codes guide visitors on journey throughout the organization’s museums
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Source: 2010 L2 Digital IQ Index: Public Sector
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
2. Social Media is… ABOUT PEOPLE, NOT TOOLS
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+ +
=
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
2. Social Media is… ABOUT PEOPLE, NOT TOOLS
3. Social Media is… REACHING PEOPLE WHERE THEY ARE
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??
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Blogs
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Blogs
What: Publishing platforms that are interactive Pros: Presents a human side (have a byline)• Create genuine conversation• Easy to use• Great for search traffic (SEO)Cons: Require regular updates and resources• Avoid ghost-written blogs (aka FLOGS)
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Social Networks
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Social Networks
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Social Networks
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Friends
Family
Coworkers
Neighbors
Bowling Buddies
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FB Pages vs profiles
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What: The (Current) King of Social Networking Pros: Great for engaging people + community building• Good for viral spreading via “Share” buttons• Good for traffic• A+ brand exposureCons: Bad with SEO
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Beware: Facebook Promotions Guidelines
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“Promotions on Facebook must be administrated with Apps on Facebook.com”- Facebook Guidelines
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What: 2nd largest social network after Facebook (33 million)Pros: Social Networking for business professionals• Great at industry-related networking and branding• Will put you near top of search results (SEO)• Good idea: Have employees build profilesCons: Doesn’t drive traffic• Poor at communicating to customers
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What: (Current) King of Microblogs / status updates• Send messages of 140 characters or less• Works best when it’s event based Pros: Best tool for customer communication• All “Tweets” are public and searchable – great data!• Extremely easy (and fast)• Great for info sharing, marketing and networking• Big viral potential
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Cons: Tricky art form – content must be smart, useful and timely
• People aren’t watching you 24-7• Most of Twitter is garbage – sifting required!
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Multimedia Sharing
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What: Image hosting sitePros: People can share and comment on pics and videos• Great for high-quality image posting• Great for SEO – tons of tags and metadata for search
enginesCons: Won’t give you any traffic • Don’t spend too much time here
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What: Video hosting sitePros: Powerful engagement channel! Respond to
complaints, educate, show your skills• Branding powerhouse – gets your name out there• Traffic usually goes to videos (include links to your site
in the text + metadata) but starting to shift• Videos rank high in SEOCons: Videos take time to produce
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If nothing else, explore these….
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SlideShare
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Ideation tools
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Save Award Demo
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
2. Social Media is… ABOUT PEOPLE, NOT TOOLS
3. Social Media is… REACHING PEOPLE WHERE THEY ARE
4. Social Media is… TRUST
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GSA Corporate Marketing in 2009
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Required 7 layers of approval for 1 Tweet
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Trust Me, I’m From the Government
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People don’t see your agency, they see “government”
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The Trust Equation
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People you know > marketing
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The Trust Equation
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Your postman > Postmaster general
>
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Why Gag Your Own Marketers?
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54 percent of senior government employees are not allowed to use Facebook. Source: Apr 27, 2011 Federal Computer Week
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
2. Social Media is… ABOUT PEOPLE, NOT TOOLS
3. Social Media is… REACHING PEOPLE WHERE THEY ARE
4. Social Media is… TRUST
5. Social Media is… FUTILE WITHOUT STRATEGY AND
SUPPORT
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Why You Need a Strategy
• Create framework for engaging your audience• Focus day-to-day activity towards your mission• Measure efforts and understand what’s working• Ensure right people are tasked• Choose the right tool
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Social Media Strategies
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• Be the audience• Promote the audience• Ask questions• Check your facts and links• Be direct• Repeat
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Why you need a strategy
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Trial and Error = Scientific Method
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5 Things About Social media
1. Social Media is… BUILDING RELATIONSHIPS
2. Social Media is… ABOUT PEOPLE, NOT TOOLS
3. Social Media is… REACHING PEOPLE WHERE THEY ARE
4. Social Media is… TRUST
5. Social Media is… FUTILE WITHOUT STRATEGY AND
SUPPORT
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Agenda
• 9:00-9:10 Introduce Topic and Speakers (Rick Denby)• 9:10-9:50 Demographic Internet Staff (Census)• 9:50- 10 Break• 10:00 - 10:50 Social Media Part 1: Inform (Center for
Excellence in Digital Government, General Services Administration)
• 10:50 - 11:00 Break• 11:00 -11:20 Social Media Part 2: Engage (CEDG)• 11:20-12:05 Brainstorming Sessions / Breakout (CEDG)• 12:05 Wrap-up and adjourn (CEDG)
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Resources
• Designing Social Media Policy for Gov't archived webinar• How To Use Social Media Strategically in the Federal Gove
rnment • How to Use Social Media in the Federal government
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