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C H U C K Y O U N G
M A N A G I N G D I R E C T O R
O F F I C E O F P U B L I C A F F A I R S
G O V E R N M E N T A C C O U N T A B I L I T Y O F F I C E
t o
A G A B O S T O N C H A P T E R
P R O F E S S I O N A L D E V E L O P M E N T C O N F E R E N C E
M A R C H 1 2 , 2 0 1 5
Where are they now?The Movement of Key Audiences to New
Media
US GOVERNMENT ACCOUNTABILITY OFFICE
An Introduction to the Topic(thanks to YouTube…)
Where are they now?The Movement of Key Audiences to New
Media
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Source: “How Americans get their news” AmericanPress Institute March 2014
How Americans access news
A New Media Landscape
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Frequency of news consumption
#2: laptop or
computer
#5: cell phone
#6: tablet
#1: throughout the day, general &
in-depth
Adopting New Media
38 y. reach 50m
13 y. reach 50m
4 y. reach 50m
9 mo. reach 100m
9 mo. reach
1b
Source: www.presentationmultimedia.com/social-media-marketingImage sources: iphone-droid.com, ionradio1640.com
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Adopting New Media
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
The Growth of Mobile Media
91% Cell Phone
46% Smart Phone
Adults in the US
Smart Phone Usage
In 2015 more people will access the web on their phone than on a PC!
Source: http://www.pewresearch.org/fact-tank/2013/06/06/cell-phone-ownership-hits-91-of-adults/, http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/ , http://www.statista.com/chart/1547/morning-app-usage/
\\ New MediaNew Media Digital
GovernmentDigital
GovernmentGAO &
Digital MediaGAO &
Digital MediaGAO & Social
MediaGAO & Social
Media Next StepsNext Steps
The Scope of Social Media
Most users (1.23b monthly users)
Most time
Social Networks
71% of active US internet users
¼ of time online
232m usersMobile
60% access
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Source: “Social Media Update 2014” Pew Research Center January 2015
Source: http://thenextweb.com/facebook/2014/01/29/facebook-passes-1-23-billion-monthly-active-users-945-million-mobile-users-757-million-daily-users/, http://www.businessinsider.com/twitter-total-registered-users-v-monthly-active-users-2013-11, http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/ , http://www.businessinsider.com/social-media-engagement-statistics-2013-12,
Facebook: All the News that’s Fit to Share
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
*Source: Pew Internet & American Life Project, “Navigating News Online, Facebook is Becoming Increasingly Important,” May 2011.
“If searching for news was the most important development of the last decade, sharing news may be among the most important of the next.”*
Public Engagement with Digital Government
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
• More than 2/3 of adults in the US access government websites
• The percent accessing those sites on mobile devices is growing
How Some Agencies Are Adapting
WWW.STATE.GOV WWW.ED.GOV WWW.NASA.GOV
GAO APP
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Image source: http://www.nasa.gov/
The Value of Video
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Acc
ount
abili
ty
Inte
grity
Reliabilit
y
Getting GAO’s Message OutChallenges
• Volume & complexity of content
• Two audiences
Digital Solutions
• Video, podcasts, mobile
Social Solutions
• Twitter, Flickr, Facebook, live chats, blog
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Purpose
• Inform the new Congress and administration of 13 urgent national issues
Access
• GAO.gov
Impact
• 35% jump in traffic week after launch
• Highest customer satisfaction scores
‘08 Presidential Transition Videos
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Purpose
• Share video from High Risk series, Recovery Act, and select testimonies
Access
• Multimedia gallery• YouTube channel• Select reports
Impact
• Increased traffic to GAO.gov
• Higher satisfaction scores
2009 Greater Video Use
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Purpose
• Increase user engagement with reports and findings
Access
•Select reports•Product summary pages•Multimedia gallery
Impact
• Increased traffic to GAO.gov
• Higher satisfaction scores
Videos in Reports
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
GAO-12-614
GAO-12-475
GAO-12-728
Purpose
• Reach new audiences• Direct traffic to
GAO.gov
Access
• YouTube channel, multimedia gallery, email updates
Impact
• 30,000 average views/year• 140,000 total views as of
Dec. 2014
2009 GAO Uses YouTube
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Questions?Questions?
2009 GAO Joins TwitterPurpose
• Participate in discussion of GAO reports
Access
• @usgao• @usgaolegal
Impact
• 32,000 followers as of Dec. 2014
• Second best social media driver of traffic to GAO.gov
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2010 GAO Starts PodcastsPurpose
• Feature reports & testimonies with 5 minute, unscripted interviews
Access
• Multimedia gallery, RSS feed, iTunes
Impact
• Nearly 200 episodes• 50,000+ downloads
in FY14
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2010 GAO Goes MobilePurpose
• Mobile-friendly portal to content
Access
• Any smartphone• App for iPhones and Android• Developing content-specific
apps
Impact
• 16% of traffic to GAO.gov is from mobile devices & tablets
• 5,900 app downloads as of Feb. 2015
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2011 GAO Joins Flickr• Over 1,500 figures Purpose
• Feature select graphics and pictures
Access
• Flickr.com/photos/usgao • Searchable &
downloadable
Impact
• +10,000 avg. weekly views• 1.3 million total views as of Dec.
2014• Links to reports & directs traffic to
GAO.gov
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2011 GAO Joins FacebookPurpose
• Engage with the public, receive and respond to comments
Access
• Username: USGAO
Impact
• 7,500+ likes as of Mar. 2015• Posts reach an avg. of 30,000 users a
month• Best social media driver of traffic to
GAO.gov
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2012 GAO Starts Web ChatsPurpose
• Real-time answers to questions received via email and Twitter #AskGAOLive
Access
• Live on livestream• Recordings on
GAO.gov, YouTube
Impact
• 4,000 views of 12 videos as of Dec. 2014
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2012 GAO Uses Google AnalyticsPurpose
• Understand user interactions with GAO.gov
Access
• Used internally to measure key data
Impact
• Homepage vs links• Growth of mobile• Bounce rate
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2013 GAO Joins LinkedInPurpose
• Engage potential job seekers, current employees, public
Access
• US Government Accountability Office (/company/us-government)Impact
• Nearly 40,000 connections as of Dec. 2014
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
2014 GAO Launches WatchBlogPurpose
• Feature key findings & information in short posts written for the general public
Access
• Wordpress: blog.gao.gov
Impact
• 138 posts viewed +50,000 times (2014)
• Drove 10,000 GAO.gov page views• 1 of 5 best government blogs, by
GovLoop
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Present proposals on new initiatives
Evaluate feasibility and value
Present recommendations to the Executive Committee
Next Steps into Digital Media
Product Line Steering Committee
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
Other digital media opportunities
New MediaNew Media Digital Government
Digital Government
GAO & Digital Media
GAO & Digital Media
GAO & Social Media
GAO & Social Media Next StepsNext Steps
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