What Would

Charlie Do?

“Winning” with Government 2.0

Agenda What’s Gov 2.0?

Web 2.0?

Generational Issues

Blogs

eDocuments

Wikis

Social Networks

GovLoop.com

Facebook

Twitter

LinkedIn

RSS

Podcasts

YouTube

Mobile Devices

Crowd Sourcing

Open Data

Second Life

Making the Case

What’s Gov 2.0 (Your Answers!)?

What’s Gov 2.0 (Your Answers!)?

• I don't know anything about it.

• I have never heard of Government 2.0 until today.

• I'm unfamiliar with those terms.

• Never heard it before

• No clue.

• Not familiar YET.

• Nothing

• Nothing

• Nothing

• Nothing, never heard of either.

• Nothing.

What’s Gov 2.0 (Your Answers!)?• technology and transparency

• innovations and accessibility to government information, websites, applications, initiatives, etc. which should allow for both easier and greater access by the public

• transitioning many processes to the web or the "cloud" and making government less location-based and more virtual-based

• business of government and state administration should be opened at all levels to effective public scrutiny and oversight

• to develop a more digitally intelligent government, one that uses more social networks

• being more technologically available to my co-workers / supervisor, providers/third-parties, and people I supervise

What’s Web 2.0?

“…activities that integrate technology, social interaction, and content creation.”

Web 2.0• 1990 – 2000

• one-way communications

• web pages and emails

• business-driven

• informative

• you go to the info

• 2000-2010

• two-way communications

• social media

• user-contributed

• interactive

• info comes to you

Web 1.0

Source: www.usa.gov

What’s Web 2.0?

• It’s all about people and passion

• The rules are the same as personal social interaction

• The strategies for driving and measuring success are the same as offline efforts

• The only real change is in the tactics and platforms

• This is hard work, there is no silver bullet

What’s Web 2.0?

• share, collaborate and act faster than ever before

• find and engage people of similar passions

• build quickly towards outcomes

• The archive of knowledge and ideas for future reference

What’s Web 2.0?

Who is a skeptic?

• Too much time

• Too complicated

• Too much energy

• Too much duplicate work

• ______________?

Social media is:

• Just for kids

• Just a fad – Remember MySpace and CB Radio

• Just for our intern

REMEMBER ANY OF THESE STATEMENTS?

I don’t need to learn typing!(That’s for the secretaries)

Email? Why do I need email? I’ll let the kids/low-level folks do that email thing. (Now how many emails do you get a day?)

Cell phone? Blackberry? Who needs ‘em? Wanna reach me - call my home or office.

Website? We don’t need no stinkin’ website. Only people on the Web are kids and geeks.(Are you on the Internet right now, by chance?)

Who was a skeptic?

Four GenerationsVeterans: 1920s-1940

Baby Boomers: 1940-1960

Generation X: 1960-1980

Millennials: 1980-2000

Source: Washburn, E. Are You Ready for Generation X? Changing World View –The Five Generations, Physician Executive. January-February 2000.

Web 2.0 Users?

A New Generation

How about “Generation C” ?

“…an avalanche of consumer generated ‘content’…”

Two drivers:

(1) Our creative urges

(2) Content-creating tools

- Trendwatching.com, Feb 2004

Who is your target audience?

“Generation C”By Dan Pankraz

FACT:

GEN C is a mindset covering digital

creatives aged 10-35

Source: Flickr – lyzadanger’s photostream

Someone of ANY age who is actively using social media and engages others on the Internet

with a "2.0" mindset:creative, collaborative and community-oriented.

“Generation C”

“Generation C”Generations Explained

Generation Name* Birth Years, Ages in 2009 % of total adult population

% of internet-using population

Gen Y (Millennials) Born 1977-1990, Ages 18-32 26% 30%

Gen X Born 1965-1976, Ages 33-44 20% 23%

Younger Boomers Born 1955-1964, Ages 45-54 20% 22%

Older Boomers Born 1946-1954, Ages 55-63 13% 13%

Silent Generation Born 1937-1945, Ages 64-72 9% 7%

G.I. Generation Born -1936, Age 73+ 9% 4%

Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total internet users, and margin of error is ±3%.

*All generation labels used in this report, with the exception of “Younger -” and “Older -” Boomers, are the names conventionalized by Howe and Strauss’s book, Generations: Strauss, William & Howe, Neil. Generations: The History of America's Future, 1584 to 2069 (Perennial, 1992). As for “Younger Boomers” and “Older Boomers”, enough research has been done to suggest that the two decades of Baby Boomers are different enough to merit being divided into distinct generational groups.

35%

1.0

2.0

Users age 18-24 = 10.6%

Users age 35-54 grew 276%, 18-24 only 20%

Average age = 40 yrs old

Source: http://socialcomputingjournal.com/viewcolumn.cfm?colid=824

“Generation C”

1. Why? Tie to mission, goals, objectives, needs, gaps.

2. Who? Champion, contributors, constituents, citizens.

3. What? Content is the key to success.

4. How? Decide which tools best meet goals.

5. When? Create a schedule to implement and evaluate.

Integrated Engagement Approach

Integrated Engagement Approach

BrochuresCatalogs

Course Excerpts

Website Content

TV AdvertisementsVideo Content

GS Connect Clips

Event PhotosWeb Ads

Magazine Ads

Radio AdsAudio Content

Events/ConferencesCustomer Service

Sales

Traditional Content Vehicles

“Conversation” Vehicles The Target

Your Use of Social Media?

Your Use of Social Media?

Blogs

What is a blog?

• a website or part of a website

• short for web log

• share a leadership vision (and gain employee feedback)

• clarify misconceptions

• respond to common citizen inquiries

• highlight your initiatives

• feature employees and citizens

BlogsWhy create a Blog?

Step 1: Pick a Blog Platform

Step 2: Create an Account

Step 3: Name Your Blog

Step 4: Produce Content

Step 5: Publish Post!

BlogsHow do you create a blog?

Blogs

What makes a great blog?

• frequent content (2-3 days per week)

• two-way conversation

• diverse authors

• meets clear, real needs

And the nominees are:

a) The TSA Blog

b) GSA’s GovGab Blog

c) USAID Impact Blog

d) Energy Blog

e) State’s DipNote

Blogs

Best Blog

Wikis

What in the world is a wiki?

• an online encyclopedia

• a web-based tool where multiple users create, publish and edit information

• a Hawaiian word for “fast”

You call this fast?

Wikis

• Provide a space for national/regional collaboration

• Gather the intelligence of citizens / experts

• Widen the net for broader insight / information

• Create a crowd-corrected directory / resource

Why create a wiki?

Wikis

Step 1: Pick a Wiki Platform

Step 2: Create an Account

Step 3: Set Up Your Wiki

Step 4: Produce Content

Step 5: Edit and Post!

How do you create a wiki?

Wikis

Wikis

What makes a great wiki?

• clear task(s) to accomplish

• relatively open access

• involvement of key stakeholders

• editors and gardeners

And the nominees are:

a) OMB MAX Community

b) DoD Techipedia

c) GSA’s Colab

d) BetterBuy Wiki

e) 7th Circuit Court of Appeals

Wikis

Best Wiki

Wikis (or something like it)

PiratePad.net

Social Networks

What is a social network?

NOTJUSTFOR

KIDS!!!

Sharing

InformationIdeasInsightIssuesIndividualsIntelligence

Social Networks

What is a social network?

Social NetworksKnowledge

Collaboration

Social Networks

What is a social network?

The

Story

• Do-Gooder: 3rd Gen Public Servant, DHS Fellow, Multiple Gov Agencies

• Innovator: Co-Founder, Young Government Leaders

• Award Winner: 2006 Rising Star Award, 2007 Fed 100 Winner

• Speaker: 25+ Conferences, Brookings, Harvard Kennedy School

• Author: Wikinomics, Federal Times, Public Manager

• Athlete: Used to be good at golf – 3rd in State

• Scholar: Miami (OH) and UPenn

• Gentleman: Likes Cats and Babies

Founder

Problem:Why

?

Millions of government employees working on similar issues but no safe place

to connect and share best practices.

Solution:Online community.

Hub to connect disparate conversations/events. New technology leveraged to collaborate.

What is ? Tools:• Blogs

• Forums

• Groups

• Datasets

• Video / Photo Sharing

• Tools

Value:• Learn and share with peers

• Get questions answered quickly

• Solve problems faster

• Find and contribute best practices

40,000+ Members• Federal, state and local employees• Contractors, non-profits, academia• International (Canada, UK, Australia, etc.)

Online community of

government colleagues

that help each other to do their jobs better.

What is ?

People Like

You

Read / Post BlogsGovLoop.com/Blogs

Blogs

City Engineer, City of Geneva, IL

24-Year Fed, IBM Senior Fellow

What You’ll Like on :

Blogs

66 Comments

Program Manager, NIST

What You’ll Like on :

Start or comment on discussions in

our Forums

GovLoop.com/Forum

Forums

What You’ll Like on : Transportation Specialist, DOT

Forums

What You’ll Like on :

160 Comments!

Jobs

What You’ll Like on :

Join GroupsGovLoop.com/Groups

What You’ll Like on :

Tools

What You’ll Like on :

Tools

What You’ll Like on :

Tools

What You’ll Like on :

Tools

Chats

What You’ll Like on :

Incubation

• the social network

• 3rd largest nation on earth

• mostly social, some serious

• the present and future web

What is Facebook?

Why use Facebook?

• the social network

• 3rd largest nation on earth

• mostly social, some serious

• the present and future web

How do you get started on Facebook?

Step 1: Go to Facebook.com

Step 2: Create a profile.

Step 3: Friend your kids (not your colleagues).

Step 4: Create a group or page.

Step 5: Consider games, apps and ads.

What’s a great Facebook page/group?

• Have a plan

• Engaging, regular content

• Staff it appropriately (and creatively)

• Customize it (code, URL, etc.)

And the nominees are…

• US Geological Survey

• UK Training and Development Agency

• US Army

• Centers for Disease Control and Prevention

Best Facebook Page

Facebook.com/USArmy

Facebook.com/GetIntoTeaching

Honorable Mention

Honorable Mention

Honorable Mention

• Free

• “Micro-blogging”

• 140 characters or less

• Send and read user updates

aka “Tweets”

• Text-based, but can post links / photos

• Anywhere, anytime via cell or computer

• Shared conversations

aka “Hashtags”

What is Twitter?

GovTwit.com

http://ca.gov/Multimedia/multimedia_blogs_twitter.html

http://bit.ly.govhashtags

• Crowd-sourcing ideas to improve services

• Communicating with / to citizens

• Posting links to key information

• Reporting incidents, sending alerts

• Promoting events, surveys, studies, etc.

Why use Twitter?

How do you get started on Twitter?

Step 1: Go to Twitter.com

Step 2: Create an Account

Step 3: Find People to Follow

Step 4: Consider Alternate Tools

Step 5: Jump in the Stream (“dialoguing” vs. “doing”)

What makes for great Twitter?

• Conversations (not just content pushing)

• Using hashtags (participation and promotion)

• Staff it appropriately (not your intern)

• Coordinate with other social media

What makes for great Twitter?

• Conversations (not just content pushing)

• Using hashtags (participation and promotion)

• Staff it appropriately (not your intern)

• Coordinate with other social media

And the nominees are…

• @Anaheim311

• @SantaClaraCity

• @LAFDTalk

• @USFWSPacific

• @YosemiteScience

Best Use of Twitter

Honorable Mention

@Anaheim311

Honorable Mention

@SantaClaraCity

• social network for business connections

• like an online resume, but better

What is LinkedIn?

• Find people doing similar stuff

• Get in groups to collaborate

• Expand your network quickly

Why use LinkedIn?

Best Use of LinkedIn

Jeffrey Vargas

“I started the Chief Learning Officers Network in late November 2008. I had no real knowledge of Web 2.0 capacity. I had been a member of LinkedIn for a few months, joining because friends bugged me to be a part of it.

After a while as a member, I began to join some groups basically to see what would happen. I didn't see a group for CLOs so I started the network … because nothing was in existence in LinkedIn and thought our community needed something – a place, a forum, something to communicate around ideas.”

“The group has become known as a place for leaders in learning to share ideas / thoughts / connect …

We know that CLO's who would have never met have connected on issues of commonality; some folks have begun working together / collaborating…

On a personal level, I've been invited to a CLO's only retreat and have been asked to be a presenter - without the network the folks in charge of the retreat would have never found me.”

And the nominees are:

a) GovLoop

b) Facebook

c) Twitter

d) LinkedIn

Social Networks

Best Social Network

What is RSS?

• Really Simple Syndication

• like a digital magazine subscription

• automatically pushes content to readers and devices

RSS

RSS

Why use RSS?

• make your content available everywhere beyond a single website

RSS

How do I set up RSS?

• Use tools like FeedBurner or FeedBlitz

• See http://www.usa.gov/webcontent/technology/rss.shtml

Podcasts

What is a podcast?

• “iPod” + "broadcasting”

• a way of publishing audio files on the web so they can be downloaded onto computers or portable listening devices

• allows users to subscribe to a feed of new audio files

• benefit = users can listen live or whenever they want

• give your agency a voice

• allow people to access rich content anywhere

• inspire your staff?

• interview members of your staff doing cool stuff

• host a “radio show” and respond to questions

• share educational information

Why create a podcast?

Podcasts

Step 1: Pick a podcast platform

Step 2: Create an account

Step 3: Name your podcast

Step 4: Produce content / establish a show time

Step 5: Run an experiment and monitor use

How do you create a podcast?

Podcasts

What makes a great podcast?

• frequent content (weekly is good)

• two-way conversation

• diverse content and interesting people

• brevity or break up in chunks

Podcasts

And the nominees are:

a) NOAA’s “Making Waves” or “Diving Deeper”

b) DoD’s “Armed With Science”

c) NASA Earth and Space News

d) White House “Open for Questions”

Podcasts

Best Podcast

Why/How do you use ?

Video Sharing

• Fun?

• Education?

• Inspiration?

• Perspiration?

Why/How could you use in gov’t?

Video Sharing

• Fun!

• Education!

• Inspiration!

• Perspiration!

• Information

• Recruitment

• Retention

• Transparency

AND

Best Videos

Honorable Mention

Honorable Mention

Honorable Mention

What is Skype?

• Video- / Web-based video

• Skype to Skype = free

Why use Skype?

• “Face-to-face” interaction

• Low-cost rich media interaction

• Stay connected with disbursed staff

• Reduce travel costs

How do you set up Skype?

Step 1: Create an account

Step 2: Get a web cam

Step 3: Set a time

Step 4: Consider recording calls

Step 5: Get creative

Best Use of Skype

It all started with the first ever Intelligence

Community Virtual Career Fair in March 2010

[which] spurred the idea of Skype interviews,

to go along with the ‘virtual’ theme of the career

fair and show NGA as a forward thinking agency

on the cutting edge of technology

Skype has been a successful tool for our hiring events, and we will continue to utilize Skype as part of our hiring strategy…• Reach diverse candidates, save the agency (and applicants) time / money• Advertise and interview candidates from across the country without leaving the

local area (and applicants can interview from home!)• No interviews were conducted in person; all were done online via Skype• All panels were located at a contractor facility in the Washington, DC area• Applicants were at their homes/businesses across the country• Our offices and hiring managers were impressed with the high quality of the

applicants we interviewed at this event.

Why/How do you use ?

Mobile Phones

• Fun?

• Education?

• Inspiration?

• Perspiration?

Why/How could you use in gov’t?

Mobile Phones

• Fun?

• Education?

• Inspiration?

• Perspiration?

• Information

• Recruitment

• Retention

• Transparency

AND

Best Use of Mobile Phones

Best Use of Mobile Phones

http://betterbuyproject.com

Crowdsourcing

Virtual Worlds

Getting Started (Or Not)

The Method• Define Mission Achievement

(Products / Services / Programs / Processes)

• Map Achievement Path

• Locate Stakeholders

• Design Engagement

• Measure Outcomes

• Inform Next Steps

The Method: Mission Achievement

• What are your mission tenants?

• How do you achieve them?(Products / Services / Programs / Processes)

• Who do you deliver value to?

• What value do you deliver to each?

• What resources are available?

• What outcomes enable success?

The Method: Map Achievement Paths

For each specific outcome:

• Who are your stakeholders?

• What do you need them to do?

• Why are they going to do it?

• How will you know that anoutcome has been accomplished?

• What are all the points ofengagement that would lead tothat successful outcome?

The Method: Locate Stakeholders

The ones you know?

• Your current sites

• Lists: Events, email, snailmail

• Memberships: Associations, professional groups

• Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc.

The ones you need to meet?

• Identify primary keywords

• Search Engines: Find news sites, forums, blogs, associations

• Social Media: Groups, trending topics, internal searches

The Method: Design Engagement

Where do you want the key outcomes to take place?

• A section of your current site

• A new microsite

• As a group, cause, discussion, or page of another site

• Through an email or survey response

How are you going to get your stakeholders there?

•Online: PPC, SEO, Advertising, PR, Email, Blogging, Association Outreach, Social Media Announcements, etc.

•Offline: Direct Mail, Telemarketing, Events, Publications, PR

• Incentives: Currency (“Innobucks”), Cash

Traffic Analysis

•Server log analysis: AWStats, Core Metrics,

•3rd party tools: Google Analytics, Omniture

•Goal and event tracking for critical action points in the process

•What to measure: Where do users come from, what pages do they visit, what do they accomplish, ask it questions - I wonder. . .

Topic Trending

• Keywords: Google Trends, Twitter, Trackur, Digg, Technorati

• Conversations: Blogs, groups, discussions, etc.

Reputation Monitoring (Branded related topics)

• Google/Twitter alerts, Trackur, Radian 6, Other online tools and services

• Keep it actionable

The Method: Measure Outcomes

Where can we improve?

• Mission focus?

• Project scope?

• More / better outcomes?

• Stakeholder engagement?

• Engagement points?

• Engagement vehicles?

• Metrics systems?

The Method: Inform Next Steps

• Building effective web pages

• More bullseye: Focus on the next step of the funnel

• An effective page: Has what I need, tells me how to get it, why it’s good, makes me feel smart, gives me a reason to take action and makes it safe and easy

• Headlines should speak to the user’s primary interest

• Calls to action should be focused and in about the same place on every page of the site

• Contact information should be on every page

• Contextual calls to action for next steps at the bottom of every page of content

• ALWAYS BE IMPROVING!

Tips: Inform Next Steps

Web 3.0?

• 3-D / Gaming• Mobile / Clouds• Aggregation• Interactive Agency Pages

What’s next for us?

What’s next for you?

What’s next for you?

1. Join GovLoop (keep learning, get help)

2. Get a Plan (tied to mission)

3. Start Small (iterate often)

What’s next for you?

Thank You!FOR MORE INFORMATION:

http://www.govloop.com

ANDREW KRZMARZICK

Phone: (202) 352-1806Email: Andrew@GovLoop.comTwitter: @krazykrizSlideshare.net/akrzmarzickLinkedin.com/in/andrewkrzmarzick