social media in government
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Social Mediain Government
Steve CusumanoJonathan Steffens
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Why Use It..(Social Media has evolved, shouldn’t we?)
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The Players (AKA Communication Channels)
Facebook - Personal/Private
Twitter - Personal/Public
Linked In - Professional/Business
Flickr|Youtube - Multimedia
Blogs|RSS - General Purpose
Foursquare • Gowalla • Google Latitudeaka ‘Location, Location, Location’
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What We’ll Cover
Deploying & Managing A Social Media PresenceCentralized•Decentralized •Collaborative
Goals (and how to achieve them)
Case Studies: How We Did It (and what we’re still learning)
Tools & Tips (to get you up and running)
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Centralized
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De-Centralized
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Collaborative
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Goals (and how to achieve them)
Branding & Marketing InitiativesDefining Your Voice• Crafting a Message •Building Value
Citizen/Customer EngagementUser Submitted Content • Brand Ambassadors • Reputation
Increase Exposure & Drive TrafficBroaden Audience• User Retention Rates •Viral Effect
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Crafting the Message
Tone - defining your voice
Planning - create a campaign
Sharable - expanding your reachtwitter: using #hastags, shortners, & more
facebook: images, video, and polls
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Building ValueDefining Your Audience
Needs • Expectations • Haves
Execution Collecting Resources
Timely & Actionable
FollowUpBe Responsive •Acknowledge Ambassadors • Incorporating Feedback
Social Reach
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Goals (and how to achieve them)
Branding & Marketing InitiativesDefining Your Voice• Crafting a Message •Building Value
Citizen/Customer EngagementUser Submitted Content • Brand Ambassadors • Monitoring
Increase Exposure & Drive TrafficBroaden Audience• User Retention Rates •Viral Effect
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Building Value
User Submitted ContentAdded Value • No overhead
Social Media AmbassadorsInfluential•Publicity
Monitoring Your Brand Tracking your message, reputation, and being responsive.
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Goals (and how to achieve them)
Agency Branding & Marketing Initiatives
Defining Your Voice• Crafting a Message •Building Value
Citizen/Customer EngagementUser Submitted Content • Brand Ambassadors • Reputation
Increase Exposure & Drive TrafficBroaden Audience• User Retention Rates •Viral Effect
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Increasing Traffic & Exposure
66% Female / 33% Male
Interactions
Retweets: 2,327
Clicks: 12,603 (via Bit.ly)
Tidbits21,530 Visitors from SM
Twitter Rank*: 11th / 3rd
Facebook Rank*: 18th / 4th
% New Visitors to Mo.Gov
35% Site Average
62% Social Media
What We Discovered
Jan 1 - May 31* May 22 thru 31st
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So what’s our secret?(Tools, People, & Time.)
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Tools
Ahem.. FREE
$$$
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Measured Voice
Agency A Agency B
Agency C
MO.GOVSEMA
Division I Division II
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Case Studies
MO.GOV - Collaborative • Aggregate Info • Broad Audience
Goals: Traffic, User Retention, Service Oriented
Tourism - Collaborative•Social Sharing • Specific Audience
Goals: Traffic, Customer Engagement, Marketing
Joplin Recovery - Centralized •Message Board• National Audience
Goals: Realtime & Accurate Info, Increase Awareness, Direct Resources
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Case Study: Tourism
Tone
EngagementQuality > Quantity
MarketingTwitter Presence • Ambassadors
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Case Study: Mo.Gov
Jan 1 - 371 fans
May 30th - 1,350
Impressions: 290,398
2,705,200 Missourians on FB
Facebook Twitter
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Case Study: Joplin CrisisMay 23rd
(Monday After on MO.GOV)
29,700 Visitors
Social Media: 16%
Twitter: 4,602 / FB: 121
12,996 Visitors
Social Media: 40%
Twitter: 488 / FB: 4,698
May 28th(Sunday Memorial on MO.GOV)
10,245 Pageviews / 49% from Social Media (5,036 pageviews)
Week of the EventMO.GOV - JOPLIN RESOURCE PAGE
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Joplin Recovery FB Page
NotesLike Decline
Change in Msg
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Joplin Recovery FB Page
NotesLike Decline
Change in Msg
NotesEasy to Like
Better to Comment
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Joplin RecoveryDemographics
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What to Remember aka Best Practices
Don’t Be Afraid to Engage Your Audience .. they expect it.
What ‘value’ does the content bring .. smiles count ;)
It Takes TIME (like alot!)
Managing expectations
Sustain for the long haul (it’s marathon, not a sprint!)
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Questions?(we don’t bite)
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Social Mediain Government
Learn more @ dmd.mo.gov | on.mo.gov/sm-slides
Steve CusumanoJonathan Steffens