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Social Media Primer
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What The Heck IsSocial Media?
Robert M. FordJefferson Awards for Public Service
[email protected] Twitter: fordrm
Soundfamiliar?
Social Media: A definition
“Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.”
“Social media is people having conversations online.”
or two
• Increase collaboration between team members• Improve communication efficiency and
effectiveness• Retain intellectual capital• Foster community
• Recruit talent• Drive innovation
Why Social Media?
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Who is doing what?[Baby Boomers]
[Source: Forrester]
Publish a blogPublish your own web pagesUpload video you createdUpload audio/music you createdWrite articles or stories & postPost ratings / reviews
Comment on someone else’s blogContribute to online forumsContribute to / edit wiki articles
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for web sites online
Maintain profile on social networkVisit social network sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings / reviews
None of the above
16%
36%
17%
24%
68%
28%
Social Technographics - By Age Group
6
Creators
Critics
Collectors
Joiners
Spectators
Inactives
42%
43%
37%
65%
86%
9%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
18 - 2436%
51%
23%
78%
77%
10%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
31%
44%
29%
55%
77%
14%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
25 - 3427%
40%
21%
52%
72%
19%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
22%
37%
22%
34%
75%
21%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
35 - 4421%
42%
19%
32%
68%
27%
Male
Female
Social Technographics - By Age Group
7
Creators
Critics
Collectors
Joiners
Spectators
Inactives
14%
37%
21%
24%
70%
26%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
45 - 5419%
34%
13%
25%
66%
31%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
12%
28%
12%
11%
59%
38%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
55+27%
40%
21%
52%
72%
19%
Male
Female
Who isdoing what?
36% of Matures watch and read content created
by others
43% of Gen Xers read/post on message
boards
27% of Baby Boomers read blogs
62% of Millenials socialize online
25% of Gen Xers write a blog
Where are they doing it?
We’re not in Kansas anymore, Toto
TrustsAdverts
Trusts Recommendations
14% 78%
Social Media Mantra
OpenHonest
AuthenticDialogue
Simple steps to getting started
Listen
Participate
RelinquishControl
Engage!
LinkedIn is your business
Rolodex - connecting you
to your business network
Facebook is your personal
address book - connecting you to your family and friends
15
• Aug ‘08 = 100MM users
• Jan ‘09 = 150MM users
• Apr ‘09 = 200MM users
• 35+ users DOUBLED in last 60 days
April 8, 2009: Facebook Hits 200MM Users
16
Facebook Demographics
Twitter is a virtual water cooler, where
you can listen in, and jump into
conversations that interest you
18
• Feb 2009 – 10MM users, globally
(700% AGR)– 4MM users in US (>1000%
AGR)– Largest demographic is 45-
54 year-olds
Twitter Growth
• Training • Effective communications• Incident response• Strategic public relations• Knowledge management• Recruiting
Examples of how local government can use social media
Case Study: Department of Homeland Security
IdeaFactory Innovate, Collaborate, Succeed
Background Transportation Security Administration (TSA) has a large (50,000+)
workforce, distributed across 450 airports and other locations
Issue: How TSA can engage employees and ensure that every employee
has a voice in the way the agency and its operations evolve?
How TSA can collect constant, fresh input and perspectives on improvements?
How TSA can disseminate information about new and existing programs, initiatives, and policies and provide a forum for communication?
Case Study: Department of Homeland Security
Solution: IdeaFactory
A participatory, collaborative and transparent website that allows TSA employees to develop, promote, and improve innovative ideas
Employees post ideas, and rate and comment on those that interest them, participating in two-way communication with agency
leadership, TSA program offices, and each other.
Results: 40 innovative ideas (out of 9,000) have been implemented over
the last two years, with more than 25,000 employees visiting the site.
Employees are engaged and have higher morale
Senior Leadership and TSA Program Managers get meaningful input from the workforce and have a reliable communication channel to reach frontline employees
Case Study: Department of Homeland Security
Case Study: Federal Emergency Management Agency
Issue: Difficulty in raising public awareness
Solution: Launched an integrated campaign (FEMA InFocus) across key social
media platforms (YouTube, Facebook, Twitter. FEMA was one of the first federal agencies to initiate user agreements between social vendors such as Google, Facebook.
Case Study: Federal Emergency Management Agency
Twitter: femainfocus
Case Study: Federal Emergency Management Agency
YouTube: http://www.youtube.com/user/FEMA
Case Study: Federal Emergency Management Agency
Facebook: Federal Emergency Management Agency
Case Study: National Institutes of Health
Partnered with Wikimedia to increase the availability of accurate medical and health information
Case Study: National Institutes of Health
Issue: Seeking to make health and science information more accessible
and reliable.
Solution: Joined forces with the Wikimedia Foundation (the nonprofit
organization that operates the Wikipedia® online encyclopedia) to improve online health information.
Hosted Wikipedia Academy - a public outreach event aimed at engaging academics and other subject-matter experts. Experienced Wikipedia authors explained Wikipedia’s structures and community policies to NIH employees unfamiliar with wiki culture or online communities, teaching them how to contribute to Wikipedia.
Jefferson Awards
SharingServiceStories.org
Jefferson Awards:Sharing Service Stories
SharingServiceStories.org
People can post their own service stories, including:- Embedding YouTube videos
- Selecting service category
- Upload images
- ‘Tag’ story for easy searching
Jefferson Awards:Nominating for Jefferson Awards
SharingServiceStories.org
People can nominate ‘Unsung Heroes’ for Jefferson Awards - Easy to complete
- Nomination automatically routed to local media partner
- Details of nominee, nominator and organization automatically captured in CRM system
Jefferson Awards:Find Volunteer Opportunities
SharingServiceStories.org
People can find volunteer opportunities in their local communities:- Leverages Google’s ‘All For Good’
initiative
- Searchable by City/State or Zip
- Can further search by interest areas (e.g. Health, Youth, Environment)
Jefferson Awards:Sharing Service Stories Widget
SharingServiceStories.org
The widget is our trojan horse:- Easily embeddable on any web
site, blog, social network
- Content can be filtered by location and/or interest area (e.g. Youth stories in Delaware)
- Drives traffic back to SharingServiceStories.org
- Viral nature (one click to get one line of code)
Jefferson Awards:Sharing Service Stories Widget
SharingServiceStories.org
The widget is our trojan horse:- Allows volunteer opportunities to
easily be embedded in any site
- Volunteer opportunities can be filtered by location and/or interest area (e.g. Health in Delaware)
?Any Questions?
Acknowledgements
• All images sourced from Flickr.com, under Creative Commons licenses.