Social Media in Government

Social Mediain Government

Steve CusumanoJonathan Steffens

Why Use It..(Social Media has evolved, shouldn’t we?)

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’

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)

Centralized

De-Centralized

Collaborative

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

Crafting the Message

Tone - defining your voice

Planning - create a campaign

Sharable - expanding your reachtwitter: using #hastags, shortners, & more

facebook: images, video, and polls

Building ValueDefining Your Audience

Needs • Expectations • Haves

Execution Collecting Resources

Timely & Actionable

FollowUpBe Responsive •Acknowledge Ambassadors • Incorporating Feedback

Social Reach

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

Building Value

User Submitted ContentAdded Value • No overhead

Social Media AmbassadorsInfluential•Publicity

Monitoring Your Brand Tracking your message, reputation, and being responsive.

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

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

So what’s our secret?(Tools, People, & Time.)

Tools

Ahem.. FREE

$$$

Measured Voice

Agency A Agency B

Agency C

MO.GOVSEMA

Division I Division II

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

Case Study: Tourism

Tone

EngagementQuality > Quantity

MarketingTwitter Presence • Ambassadors

Case Study: Mo.Gov

Jan 1 - 371 fans

May 30th - 1,350

Impressions: 290,398

2,705,200 Missourians on FB

Facebook Twitter

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

Joplin Recovery FB Page

NotesLike Decline

Change in Msg

Joplin Recovery FB Page

NotesLike Decline

Change in Msg

NotesEasy to Like

Better to Comment

Joplin RecoveryDemographics

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!)

Questions?(we don’t bite)

Social Mediain Government

Learn more @ dmd.mo.gov | on.mo.gov/sm-slides

Steve CusumanoJonathan Steffens