Post on 11-Nov-2014
description
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