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Social Media presentation given to Roosevelt-Vanderbilt National Historic Sites in May 2010.
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LOCAL GOVERNMENTMeets Social Media
By KERRI KARVETSKICompany K Media
http://www.CompanyKMedia.com
YOU’VE GOT QUESTIONS
WHY do we need social media? WHAT exactly is social media? WHERE do we even begin? WHO is going to do this?
IMAGE SOURCE: 姒儿喵喵
WHAT WE’LL COVER
①Define and describe social media②Opportunities for government③Case Studies④Strategy Basics⑤Tools & Resources
The days of controlling your marketing message and interrupting your prospects to tell it are over. Today, your message is what your [audience] say it is.
The [biz/np/gov’s] who win are those who listen to and empower their [audience] to evangelize their [brand/np/gov].
Joseph Jaffe, Flipping the Funnel
IMAGE SOURCE: Seth Godin On Creating A Non-Profit That’s Remarkable
PUBLIC SERVICE 2.0
Stakeholders want to receive info/satisfy needs WHERE, HOW and WHEN they want
SwiftPersonalInformalFlexible
IMAGE SOURCE: Happy Bunny graphic by Jim Benton
WHY SOCIAL MEDIA WORKS
IMAGE SOURCE: Tapping Communities to Accelerate Corporate Innovation
FACEBOOK, SPRING 2010
400 MILLION active users
5 BILLION pieces of content shared/week
55 MINUTESper day
LARGESTsocial network
MORE TRAFFICthan Google
DATA SOURCE: Social Brand Value
TWITTER, SPRING 2010
106 MILLION active users
300,000 NEW accts/day
55 MILLION tweets/day
600 MILLION search queries/day
DATA SOURCE: Social Brand Value
YOUTUBE, SPRING 2010
2 BILLION views/day (double prime-time audience of all 3 broadcast networks COMBINED)
24 HOURS video uploaded/minute
15 MINUTESper day
DATA SOURCE: Social Brand Value
INTERNET + GOVERNMENT
82% Looked for information or completed a transaction on a government website in the last twelve months (April, 2010)
SOURCE: Pew Internet Government Online Report
SOURCE: Pew Internet Government Online Report
SOURCE: Pew Internet Government OnlineReport
WHAT IS IT GOOD FOR?
Emergency management (case study)Request feedback (case study)Election info (case study)Education (case study)ListeningCustomer serviceGiving attention
EMERGENCY MANAGEMENTUSGS maps Tweets during an earthquake.
SOURCE: Twitter 101 – CASE STUDY: The United States Geological Survey
REQUEST FEEDBACK
SOURCES: Hillsborough County Facebook PageHillsborough County BlogHillsborough County Twitter
ID HISTORY
SOURCES: Smithsonian Institution on FlickrFlickr Has Success With Public ArchivesSmithsonian Commons Wiki
ELECTIONS
SOURCES: BOE New Castle County Facebook PageWilliamson County Elections Dept Facebook Page
PUBLIC EDUCATION
SOURCE: Salt Lake County Health Department YouTube Series
FOUNDATION FIRSTWEB 1.0
WEB, E-MAIL, FUNCTIONS (donate, tickets, buy)
YOU OWN relationshipYOU PAY for serviceYOU CONTROL experienceSLOWER growth BETTER ROIBACKBONE for social
media
IMAGE SOURCE: Chiot’s Run
OUTPOSTS NEXT(mostly) FREE WEB 2.0
THEY MAKE THE RULES (Facebook, Twitter)
THEY OWN relationshipTHEY CONTROL
experienceFAST growthINCONSISTENT ROIBEST FOR RECRUIT +
ENGAGE
IMAGE SOURCE: Warren County CVB
DIY WEB 2.0Blogging and custom social networks
Web 1.0 control w/Web 2.0 benefits– YOU own relationship– YOU control/influence experience– SLOW growth
Blogging = SEO
SOCIAL MEDIA STRATEGY Define need Define audience (internal and external) Get ideas from staff Integrate with existing strategies/initiatives Set aside staff resources Find your internal Evangelist Develop policy w/IT, HR, legal Authorize/empower Get training, give training to staff Set goals Monitor Measure Experiment/pilot
YOU’RE GOING TO NEED TOOLS
MonitorGoogle AlertsSocial MentionGoogle Blog SearchListening dashboard
ManageHootsuite, Tweetdeck or Seesmic
MeasureGoogle Analytics
RECOMMENDED RESOURCES
GovLoopPew Internet Government Online ReportFacebook and Government PageGov 2.0 ExpoGovTwit
A BIT ABOUT ME
• Rhinebeck resident• 19 years communication experience• Specialize in nonprofit, small business social
media, e-mail, web• Clients– Town of Rhinebeck– Roosevelt-Vanderbilt National Historic Sites– Teaching the Hudson Valley– Amnesty International US
