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Are You Ready to Star on YouTube?
Web 2.0 and Social Media in government
Twitter hashtag #gov20
Scott FergusonStore Operations Manager, 6Sigma ServicesTargetEmail: [email protected] Kirk KellerTechnology Services Supervisor, Department of ConservationState of MissouriEmail: [email protected]: common-nature.comTwitter: kirkeller
Chad OlsenPres. [email protected]
Before we get started
• Notes and links at common-nature.com• 20 minutes for Q&A• Take aways:• There is no compelling reason not to use social media• Government should embrace social media• Social media requires a marketing strategy• All of this will require cultural change
What are social networks?
Twitter hashtag #gov20
•“An association of people drawn together by family, work or hobby.”
•- PC Magazine
Twitter hashtag #gov20
What are the tools?
Twitter hashtag #gov20
What do we focus on?
Blogs
YouTube•20+ channels
•500+ videos
YouTube•1 popular video: 230,000+ views
YouTube
mdc.mo.gov
Redesign will leverage
• Flickr
• YouTube
• Blogs
• Google maps
Why shouldn’t we use social media?
Twitter hashtag #gov20
$$$
Cost?
Twitter hashtag #gov20
$$$
They’re free!
Twitter hashtag #gov20
Twitter hashtag #gov20
Unrestricted Web surfing
•Compromises security
•Drains worker productivity
Twitter hashtag #gov20
•“[Social media sites] do not pose any greater risk than most chat rooms or other online communities.”
•- United States Air Force
Twitter hashtag #mo_gov
•“All airmen are encouraged to use new and social media...”
•"Airmen bloggers are quickly becoming airmen journalists…"
•"If the Air Force does not tell its own story, someone else will."
Twitter hashtag #mo_gov
Offset Negative PR "Are you ready to be a YouTube
Star?" "Are you already a YouTube Star?"
Twitter hashtag #gov20
Best Buy
Twitter hashtag #gov20
ihatebestbuy.com
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Twitter hashtag #gov20
Email: [email protected]
Productivity?
•“Social networking helps three Canadian companies boost productivity.”
•- IT Business.ca
Twitter hashtag #gov20
Final reason...
•...we don’t have the resources.
Twitter hashtag #gov20
Leverage existing staff•Newsletters
•Email responses
•Workshops
•Air Force – "The Air Force needs to turn all of its Airmen … into communicators."
Established that you should use social
media
How should you use it?
Twitter hashtag #gov20
Marketing Strategy•If communication is the root cause
of why you are not successful in carrying out your mission, then social networking is particularly a great outlet
•First, it is important that you understand what you are solving for and who is your target market
Finding Root Cause•Case Study: Increasing productivity
for cashiers at Target
•“Training” was solution – no success
•Real Root Cause: Team not held accountable and managers unsure of how/when to coach team members
•Addressing root cause drove overall 12% increase in productivity
Root Cause in Government
• Juvenile Justice Advisory Committee (JJAC) Grant Funding
• Communication seemed to be the answer, “If people just knew…, then…”
• Actual root cause: No accountability
• Mandated our grant applicants to give us estimates:
• How many kids they would be serving
• How they would serve the kids
• How they measure success
• Follow-up:
• Grant recipients gave us annual update
• Site visits
Washington Monument
• How can we stop the Washington Monument from disintegrating?
• Ask why 5 times!
• Why is it disintegrating? Cleaning it 5 times a day with harsh cleaning material
• Why are you cleaning it with harsh material? Pigeon droppings
• Why are there pigeons? Attracted to spiders
• Why are there spiders? Attracted to gnats
• Why are there gnats? Attracted to the specific kind of light
• Solution: Change the Lights
Social Networks Increasing Influence
Twitter/Facebook = +100 M People…and Growing
Getting Started
•Define with whom you wish to communicate
•Define what you wish to communicate
•Define what medium you’ll use to communicate each message
Example: Dept. of Transportation
• Who: people interested in learning about road construction, snow emergencies, and the new bridge
• What:
• Road construction updates and how they affect traffic and bus schedules
• Snow Emergencies – let people know what side of the street they can park on
• New Bridge – Let them know what it looks like and when it will be done
• Medium to Communicate:
• Road Construction – facebook
• Snow Emergencies – twitter
• New Bridge Updates - youtube
google.com youtube.com
facebook.com
twitter.com
flickr.com
govloop.com
blogspot.com
See for yourself
JJAC – Group Participation
• Who: non-profit organizations that are doing work in juvenile justice issues
• What:
• Best practices – what is working for organizations
• Updated statistics/studies to help organizations
• Why our grant recipients got the grant
• ?
• Medium to Communicate:
• Best Practices – ?
• Updated statistics/studies – ?
• Why our grant recipients got the grant – ?
• Trainings that are coming up - ?
Q&A
