Social Media, the Big PictureSocial Media, the Big Picture

Today’s Internet is everywhere … Are you ready?

Lloyd D. Brown, Director of CommunicationsIAP2 North American Conference

September 23, 2013

What we’ll coverWhat we’ll coverWhat we ll coverWhat we ll cover

• What are the trends in social media usage• What are the trends in social media usage, tool adoptionTh t t t f DOT i l di• The current state of DOTs social media usage

Let’s reviewLet’s reviewLet s reviewLet s review• 1990 - AOL rules

1996 C bl b db d• 1996 – Cable broadband• 1998 – “Online PR” • 2000 Rise of streaming audio

To get to the heart of social

media adoption• 2000 – Rise of streaming audio• 2002 – AOL disappearing• 2005 – What’s a blog?

media adoption, we first must understand

Internet accessg• 2006 – We need a blog!• 2007 – Twitter, Facebook, Linkedin

Internet access.

• 2009 – Smart phones, iPads = mobility

Internet accessInternet accessInternet access Internet access Contributing factors Latest statistics

Race

Contributing factors Latest statistics• Nearly 1 in 5 Americans

do not use InternetEducation

Geography

• A third of Americans with disabilities are less likely to go online

Disabilityto go online

• ‘Mobile’ is changing the game

Pew Internet and American Life Project, http://pewinternet.org/Reports/2012/Digital-differences/Overview.aspx

Wireless generations?Wireless generations?Wireless generations?Wireless generations?• 63% of American adults

connect to the Internet wirelessly

• However, 6 in 10 A i d lAmerican adults connect via broadband (as of Aug. 2011)) Nearly 90% of adults with

household income over $75,000 annually have$75,000 annually have broadband access.

4/26/2012 5Source: http://pewinternet.org/Reports/2012/Digital-differences/Overview/Digital-differences.aspx

Mobile phones open opportunitiesMobile phones open opportunitiesMobile phones open opportunitiesMobile phones open opportunitiesNew York Times:

“Other cultural forces aside, minorities, lower-income households andincome households and younger adults access the Internet at higher rates on mobile devices becausemobile devices because they often do not have computers at home.”

Photo by Ed Yourdon

4/26/2012 6

Source: http://www.nytimes.com/2010/08/02/technology/02drill.html?_r=1

‘Digital Divide’‘Digital Divide’Digital DivideDigital Divide“However, high school students at Newark L d hi A dLeadership Academy told Mashable a smartphone might allow them to apply for a job orthem to apply for a job or download music, but many students have found it impossible to perform theimpossible to perform the same quality of work on a smartphone that they might be able to on a gpersonal computer.”

The Digital Divide Is Still Leaving Americans Behind, http://mashable.com/2013/08/18/digital-divide

It’s a mobile world

SOCIAL MEDIA TRENDSSOCIAL MEDIA TRENDSIt s a mobile world

Social media toolsSocial media toolsSocial media toolsSocial media tools

What’s so social about today’s media?What s so social about today s media?• Facebook

T itt• Twitter• YouTube• Instagram

It’s all about the conversation!

F b kF b kFacebookFacebookStill one of the most h ll i i lchallenging social

media outlets.

• Privacy• Changing

algorithms• Facebook ‘fatigue’

TwitterTwitterTwitter Twitter Microblogging site continuing to change ourcontinuing to change our news/information culture in 140 characters.

• 7 years old• 400 million ‘tweets’ a

dayday• Careers devastated,

careers made

Y T bY T bYouTubeYouTube• More than 1

BILLION i itBILLION visitors a day

• More than 2More than 2 BILLION searches a day

Search Email Shop Social network

BankingSo what are people doing online?So what are people doing online?

network

92% 91% 71% 64% 61%

http://youtu.be/6f-z_hFpwQk

InstagramInstagramInstagramInstagram

• 130 million users• 130 million users• 16 billion photos shared• On average users spent 257• On average, users spent 257

mins./month on Instagram

http://expandedramblings.com/index.php/important-instagram-stats/

Quick pause: Do you remember?Quick pause: Do you remember?Quick pause: Do you remember?Quick pause: Do you remember?

Social media = All agesSocial media = All agesSocial media All agesSocial media All ages“Six out of ten internet users ages 50-64 are social networking site users, as are 43% of those ages 65 and older.”

- Pew Study

Source: http://pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx?view=all

So what’s driving all of this?So what’s driving all of this?So what s driving all of this?So what s driving all of this?

Social media usageSocial media usageSocial media usageSocial media usage*

* Per month

Source: http://sourcedigit.com/1488-social-media-trend-2013-social-networking-is-all-about-mobile/

Connected devices here to stayConnected devices here to stayConnected devices here to stayConnected devices here to stayAmerican ownership:p• Cell phones - 91%• Netbooks/laptops - 61%• Netbooks/laptops - 61%• E-readers - 26%• Tablet computers - 34%

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As of May 2013. Source: http://pewinternet.org/Static-Pages/Trend-Data/Device-Ownership.aspx

Forget the desk: We’re movingForget the desk: We re moving

Si 2009 l tSi 2009 l tSince 2009, laptop Since 2009, laptop computers have computers have out sold desktopsout sold desktops

SSource: http://www.pewinternet.org/Static-Pages/Trend-Data/Device-Ownership.aspx

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Where are the eyeballs?Where are the eyeballs?Where are the eyeballs?Where are the eyeballs?

‘Consumers downloaded a d 1 76 billirecord 1.76 billion apps

between Christmas and New Year’s Eve 2012.’

http://gigaom.com/mobile/app-downloads-hit-record-1-76-billion-over-holiday-week/

We love our ‘smart’ phonesWe love our ‘smart’ phonesWe love our smart phones We love our smart phones • 91% of ALL adults own a mobile phone

S t h (56%) t b• Smart phone owners (56%) now outnumber users of basic cell phones.

4/26/2012 21

Source: http://pewinternet.org/Trend-Data-%28Adults%29/Device-Ownership.aspx

Emerging social mediaEmerging social mediaEmerging social media Emerging social media

• Pinterest• Pinterest• Storify• SnapChat• SnapChat• Vine

P th• Path• Banjo

The current state of

DOT SOCIAL MEDIA USAGEDOT SOCIAL MEDIA USAGEThe current state of

History of the surveyHistory of the surveyHistory of the surveyHistory of the survey

• AASHTO’s first social media survey of• AASHTO s first social media survey of state DOTs published in 2010. 26 t t i T itt i il• 26 states were using Twitter – primarily relaying road/traffic information

• 14 states used Facebook.• 7 states had a blogg• 10 states used podcasting

It was 1It was 1--way outreach in 2010way outreach in 2010It was 1It was 1 way outreach in 2010way outreach in 2010

• Survey respondents said social media was• Survey respondents said social media was effective way of reaching an audienceE t t li d l t• Every state relied on news releases to reach media.

• Only two states said they had reduced or cut other activities to manage social media.

In 2013, the world changesIn 2013, the world changesGood bye old tools, Hello new toolsGood bye old tools, Hello new tools

• 12 states use Pinterest 10 states use Storify• 12 states use Pinterest, 10 states use Storify• Linkedin use cut drastically, just 16% use

podcastspodcasts• 1/3rd of states have staff dedicated to social

di f ll timedia full time• 11 states give employees access to social

media sites at work.

Social media tool usageSocial media tool usageMost used social

100

Social media tool usageSocial media tool usage social media tools

708090 Twitter

FacebookLinkedIn

405060 Flickr

Blogs Video

102030 Podcasts

PinterestStorify

02010 2011 2012 2013

yOther

In 2013 Social media = ChallengesIn 2013 Social media = ChallengesIn 2013 Social media ChallengesIn 2013 Social media Challenges

“Social media has become as equally important asSocial media has become as equally important as traditional media.”

“Keeping pace as new trends; tools and technologies develop. It will also be a challenge to integrate employees to do this on a large scale.”to do this on a large scale.

“Just not sure what will be the next helpful tool and what pwill be the next pointless flop.”

Looking aheadLooking aheadLooking aheadLooking ahead• Social media emerging as public

involvement tool.• A social media is standard tool. Focus now

is on best practices, staffing, access to tools.

• And …

ConclusionConclusionConclusionConclusion• The public is moving, no longer limited by

titime or space.• The new technologies bring with them old

h ll d t itichallenges … and, new opportunities• Focus on a core communications program

th t i l dthat includes: Accountability

R i Responsiveness Creativity

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Social Media, the Big PictureSocial Media, the Big PictureToday’s Internet is everywhere … Are you ready?

Contact: Lloyd D. Brown, Director of CommunicationsA i A i ti f St t Hi h d T t ti

y y y y

American Association of State Highway and Transportation Officials

(202) 624-5802 office( )(202) 677-5811 celllbrown@aashto.org

10/30/2012 32

Establishing a brand

IN A SOCIAL MEDIA WORLDIN A SOCIAL MEDIA WORLDEstablishing a brand …

A new opportunity for engagementA new opportunity for engagementA new opportunity for engagementA new opportunity for engagementFormal federal d i i kidecision-making process does not directly provide fordirectly provide for the use of these new engagement g gtechnologies … but also doesn’t prohibit them.

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New technologies = Old problemsNew technologies = Old problemsNew technologies Old problemsNew technologies Old problems• You still need a message

that beaks through thethat beaks through the information clutter

• Accuracy and timeliness of i f ti i iti linformation remain critical concerns for communication teams

• New tools complement old tactics … more pressure on communication teams tocommunication teams to manage more tools

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Have a planHave a plan –– use ituse itHave a plan Have a plan use ituse it• What are you trying to do? Be informational? Collect comments? Be

promotional? You need to know this.A di ?• Audience? Where are they most likely to be? What are they most

likely doing?likely doing? • Be patient: Building community takes time. No. 1 rule of engagement: “Have a take. Don’t suck.”No. 1 rule of engagement: Have a take. Don t suck.

(lifted from sports radio host, Jim Rome)

When building ‘social’ planWhen building ‘social’ planWhen building social planWhen building social planKeep doing the basics well.

B il bl I th b it t• Be available: Is the web site easy to access? What about a mobile app?B i A th i t l• Be responsive: Are there internal processes in place to handle questions or t l i f ti ?to pass along information?

• Be creative: Are there opportunities to th bli i ?engage the public in new ways?

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