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An overview of social media tools and tactics that extend beyond Facebook.
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Social Media, the Big PictureBeyond Facebook: Taking Social and New Media to the Next Step
Lifesavers ConferenceNashville, TNApril 27, 2014
Presented by:
Lloyd BrownDirector of CommunicationsAmerican Association of State Highway and Transportation Officials
What we’ll cover
• What are the trends in social media usage, tool adoption
• The current state of DOTs social media usage
Let’s review• 1990 - AOL rules• 1996 – Cable broadband• 1998 – “Online PR” • 2000 – Rise of streaming audio• 2002 – AOL disappearing• 2005 – What’s a blog?• 2006 – We need a blog!• 2007 – Twitter, Facebook, Linkedin• 2009 – Smart phones, iPads = mobility
To get to the heart of social
media adoption, we first must understand
Internet access.
Race
Education
Geography
Disability
Internet access Contributing factors Latest statistics
• Nearly 1 in 5 Americans do not use Internet
• A third of Americans with disabilities are less likely to go online
• ‘Mobile’ is changing the game
Source: Pew Internet & American Life, “Digital Differences,” April 13, 2012
Wireless generations?• 63% of American adults
connect to the Internet wirelessly
• However, 6 in 10 American adults connect via broadband (as of Aug. 2011) Nearly 90% of adults with
household income over $75,000 annually have broadband access.
4/26/2012 5Source: Pew Internet & American Life, “Digital Differences,” April 13, 2012
Mobile phones open opportunitiesNew York Times:
“Other cultural forces aside, minorities, lower-income households and younger adults access the Internet at higher rates on mobile devices because they often do not have computers at home.”
4/26/2012 6
Photo by Ed Yourdon
Source: http://www.nytimes.com/2010/08/02/technology/02drill.html?_r=1
‘Digital Divide’
The Digital Divide Is Still Leaving Americans Behind, http://mashable.com/2013/08/18/digital-divide
“However, high school students at Newark Leadership Academy told Mashable a smartphone might allow them to apply for a job or download music, but many students have found it impossible to perform the same quality of work on a smartphone that they might be able to on a personal computer.”
SOCIAL MEDIA TRENDSIt’s a mobile world
Social media tools
What’s so social about today’s media?• Facebook• Twitter• YouTube• Instagram
It’s all about the conversation!
FacebookStill one of the most challenging social media outlets.
April 2014: - 1.28B users- 757M daily active
users• Privacy• Changing
algorithms• Facebook ‘fatigue’
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/#.U1lEiVVdWSo
Twitter Microblogging site continuing to change our news/information culture in 140 characters.
• 8 years old• 500 million ‘tweets’ a
day• Careers devastated,
careers made
http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/#.U1lFzVVdWSo
YouTube
Search Email Shop Social network
Banking
92% 91% 71% 64% 61%
• More than 4 BILLION views a day (25% via mobile)
• More than 2 BILLION searches a day
• 83% of Gen Z visit at least monthly
Two Billion Views?
http://youtu.be/6f-z_hFpwQk
So what are people doing online?
http://expandedramblings.com/index.php/youtube-statistics/#.U1lGLVVdWSo
Instagram• 200 million users• 20 billion photos shared• On average, users spent 257
mins./month on Instagram
http://expandedramblings.com/index.php/important-instagram-stats/
Quick pause: Do you remember?
Social 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?
Social media usage
Source: http://sourcedigit.com/1488-social-media-trend-2013-social-networking-is-all-about-mobile/
* Per month
*
Connected devices here to stayAmerican ownership:• Cell phones - 90%• Smartphones – 58%• Desktop/laptops - 78%• Tablet computers - 42%• E-readers - 32%
4/26/2012 18
Source: Pew Internet & American Life Project, “Device Ownership Over Time”
Emerging social media
“… younger people have truly embraced the move to apps that are a combination of visual, mobile and social.”
– Shayla Thiel-Stern, University of Minnesota journalism professor,
digital media and culture PinterestStorifySnapChat
Vine PathBanjo
DOT SOCIAL MEDIA USAGEThe current state of
History of the survey
• AASHTO’s first social media survey of state DOTs published in 2010.
• 26 states were using Twitter – primarily relaying road/traffic information
• 14 states used Facebook.• 7 states had a blog• 10 states used podcasting
It was 1-way outreach in 2010
• Survey respondents said social media was effective way of reaching an audience
• 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 changesGood bye old tools, Hello new tools
• 12 states use Pinterest, 10 states use Storify• Linkedin use cut drastically, just 16% use
podcasts• 1/3rd of states have staff dedicated to social
media full time• 11 states give employees access to social
media sites at work.
2010 2011 2012 20130
10
20
30
40
50
60
70
80
90
100
State DOT Social Media Adoption
TwitterFacebookLinkedInFlickrBlogs VideoPodcastsPinterestStorifyOtherMobile Apps
Social media tool usageMost used social media tools
In 2013 Social media = Challenges
“Social 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.”
“Just not sure what will be the next helpful tool and what will be the next pointless flop.”
Looking 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 …
Conclusion• The public is moving, no longer limited by
time or space.• The new technologies bring with them old
challenges … and, new opportunities• Focus on a core communications program
that includes: Accountability Responsiveness Creativity
April 10, 2014 27
Social Media, the Big Picture
April 10, 2014 28
Contact: Lloyd D. Brown, Director of CommunicationsAmerican Association of State Highway and Transportation Officials
(202) 624-5802 office(202) 677-5811 celllbrown@aashto.org
Beyond Facebook: Taking Social and New Media to the Next Step
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