social media in the public sector

© 2011 MARKET CONNECTIONS, INC.

Social Media In the Public SectorOCTOBER 18, 2011

In collaboration with

2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

@mkt_connections

@strategicguy

#socialgov

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2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 2


Methodology

3

884 online survey respondents:• Federal Government

o 228 Federal Civilian/Independent

o 124 Dept of Defense/Military

• 181 State and Local Government

• 272 Government Contractors

8 in-depth telephone interview participants• 3 Government Contractors

• 1 Federal Civilian agency employee

• 1 former DoD employee

• 3 Social Media industry experts

@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV


4

Primary Work Location by GSA Region


Southeast13%

Southwest9%

West Coast12%

Midwest21%

Virginia

D.C.

MarylandName Percentage

National Capital Region 19%

Mid Atlantic 15%

Great Lakes 13%

Southeast Sunbelt 12%

Pacific Rim 10%

Greater SW 9%

NE and Caribbean 6%

NW/Arctic 5%

Heartland 4%

Rocky Mountain 4%

New England 2%

Military/APO <1%

Total 100%

19% of all survey participants work in the National Capital region


5

Age and Gender


19%

31%

32%

19%

0% 10% 20% 30% 40%

55+

45-54

35-44

21-34

57%

43%

Male

Female


6

Definitions of Social Media



Beginnings of Social Media Use

@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 7

Overall Federal Contractor

Does not use 9% 8% 6%

Within the past year 32% 41% 21%

1-2 years ago 40% 37% 48%

More than 2 years ago 19% 14% 25%


8

How Social Media Is Used


92%

HOME

74%

WORK ANY MOBILE

70%

Note: Multiple responses allowed sopercentages will not equal 100%.


53%42% 39%

27%

62%

35%28% 29%

0%

10%

20%

30%

40%

50%

60%

70%

iPhone Blackberry Android iPad

Federal Govt Contractors

9

Most Widely Used Mobile Devices to Access Social Media




10

Top Three Social Media Tools Used


76%70%

61%

83% 85%80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Online videos, pictures Blogs Non-government specific social networks




2010Federal Govt

2011Federal Govt

2011Contractors

72% 86% 88%

61% 80% 87%

32% 70% 93%

30% 55% 70%

Sites Used Most During the Past Month



2010Federal Govt

2011Federal Govt

2011Contractors

11% 35% 55%

5% 30% 30%

- 30% 39%

- 28% 28%

- 31% 28%

Government-Specific Sites Being Used



Banned Sites

19%

55%

9%

28%

0%

20%

40%

60%

Federal Govt 2011 Federal 2010

Contractors 2011 Contractors 2010

Federal Govt

Contractors

Facebook

Twitter

YouTube

MySpace

LinkedIn

Facebook

Twitter

YouTube


14

Top 5 Uses of Social Media


78%

77%

79%

85%

100%

61%

64%

78%

81%

100%

0% 20% 40% 60% 80% 100%

For promotion/marketing

For research purposes/to gather info

Internally between colleagues

To communicate externally with citizens and other agencies/orgs

To inform decision making

Federal Govt Contractor


15

Top Tools Used to Inform Decision-Making


35%

24%

19%15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Blogs Non-government-specific social networks

Wikis Government-specific social networks

Federal Govt



Top Tools Used for Promotion and Marketing

56%53%

43% 41%36%

0%

10%

20%

30%

40%

50%

60%

Blogs Online video, pictures

Non-government-specific social

networks

Podcasts Wikis

Contractors



17

Important Benefits of Using Social Media


70%

71%

76%

77%

78%

0% 20% 40% 60% 80% 100%

Cost savings or other efficiencies

Increased collaboration

Agency promotion

Access to information

Increased education of the public

Federal Govt


18

Important Benefits of Using Social Media


60%

74%

75%

84%

85%

0% 20% 40% 60% 80% 100%

Increased transparency of organization's operations

Improved customer access toorganization information

Increased collaboration

Thought leadership promotion

Marketing/promotion

Contractors


46%

33%

12% 10%

39%

25% 23%

12%

0%

10%

20%

30%

40%

50%

60%

70%

Yes Yes, but with

restrictions

No Don't know

Contractors2011 2010

37%33%

13%17%

9%

25%

46%

21%

0%

10%

20%

30%

40%

50%

60%

70%

Yes Yes, but with

restrictions

No Don't know

Federal Govt2011 2010

19

Permitted to Represent Organization UsingSocial Media




Restriction Federal Govt Contractors

Must fit within pre-determined guidelines 79% 71%

Only specific personnel are permitted 45% 40%

Must be pre-approved 52% 33%

Only certain sites allowed 27% 16%

Only specific departments permitted 28% 17%

Internal use only 10% 9%

Restrictions on Social Media Use



Top Three Challenges of Using Social Media

40%

31%

41%49% 50%

21%

0%

10%

20%

30%

40%

50%

60%

Aligning a social media strategy to the agency's/organization's

overall objectives

Measuring return on investment/developing

performance metrics

Internal governance/legal issues




Measuring ROI for Social Media Use


43%

44%

45%

64%

64%

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

Number of leads generated

Recognition as a thought leader

Number of connections cultivated

Changes in awareness

Changes in traffic/clicks to site


Increases in Social Media Use Expected Over the Next 12-18 Months


18%8%

56%

51%

25%40%

0%

20%

40%

60%

80%

100%


Increase significantly

Increase slightly

No change


Key Takeaways


• Leverage where and how social media is being used.

• Build presence in a few key areas and execute well.

• Have clear objectives for implementation and a plan for measuring ROI.

• Integrate campaigns across social media channels.

• Promote success stories.



Cathy Cromley, Director of Business Development | Market Connections, Inc.

14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025, ext. 108

[email protected]

25

Marc Hausman, President and CEO | Strategic Communications Group

1400 Spring Street, Suite 330 | Silver Spring, MD 20910 | 301.408.4500

[email protected]

MODERATORMarc HausmanPresident,Strategic Communications Group

Panelists

26@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV

Steve LuncefordSenior Manager,Deloitte Services, LP

Meredith LawrenceDirector of US Federal Marketing, Polycom

D.J. CaulfieldGSA Branch Chief, Office of Customer Accounts & Research Communications and Portal Services

Charles J. “Jack” Holt, APRDirector for Policy Analysis,Blue Ridge Information SystemsDOD former Sr. Strategist for Emerging Media

Nancy Rey NoltingMarketing Program Manager,Intelsat General Corporation

social media in the public sector

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