5. The days of controlling your marketing message and interrupting your prospects to tell it are over. Today, your message is what your [audience] say it is. The [biz/np/gov’s] who win are those who listen to and empower their [audience] to evangelize their [brand/np/gov]. Joseph Jaffe, Flipping the Funnel IMAGE SOURCE: Seth Godin On Creating A Non-Profit That’s Remarkable
6. PUBLIC SERVICE 2.0 Stakeholders want to receive info/satisfy needs WHERE, HOW and WHEN they want Swift Personal Informal Flexible IMAGE SOURCE: Happy Bunny graphic by Jim Benton
7. WHY SOCIAL MEDIA WORKS IMAGE SOURCE: Tapping Communities to Accelerate Corporate Innovation
8.
9. FACEBOOK, SPRING 2010 400 MILLION active users 5 BILLION pieces of content shared/week 55MINUTESper day LARGESTsocial network MORE TRAFFICthan Google DATA SOURCE: Social Brand Value
10. TWITTER, SPRING 2010 106 MILLION active users 300,000 NEW accts/day 55 MILLION tweets/day 600 MILLION search queries/day DATA SOURCE: Social Brand Value
11. YOUTUBE, SPRING 2010 2 BILLION views/day (double prime-time audience of all 3 broadcast networks COMBINED) 24 HOURS video uploaded/minute 15 MINUTESper day DATA SOURCE:Social Brand Value
12. INTERNET + GOVERNMENT 82% Looked for information or completed a transaction on a government website in the last twelve months (April, 2010) SOURCE: Pew Internet Government Online Report
15. WHAT IS IT GOOD FOR? Emergency management (case study) Request feedback(case study) Election info (case study) Education (case study) Listening Customer service Giving attention
16. EMERGENCY MANAGEMENT USGS maps Tweets during an earthquake. SOURCE: Twitter 101 – CASE STUDY: The United States Geological Survey
22. FOUNDATION FIRSTWEB 1.0 WEB, E-MAIL, FUNCTIONS (donate, tickets, buy) YOU OWN relationship YOU PAY for service YOU CONTROL experience SLOWER growth BETTER ROI BACKBONE for social media IMAGE SOURCE: Chiot’s Run
23. OUTPOSTS NEXT(mostly) FREE WEB 2.0 THEY MAKE THE RULES (Facebook, Twitter) THEY OWN relationship THEY CONTROL experience FAST growth INCONSISTENT ROI BEST FOR RECRUIT + ENGAGE IMAGE SOURCE: Warren County CVB
24. DIY WEB 2.0Blogging and custom social networks Web 1.0 control w/Web 2.0 benefits YOU own relationship YOU control/influence experience SLOW growth Blogging = SEO
39. RECOMMENDED RESOURCES GovLoop Pew Internet Government Online Report Facebook and Government Page Gov 2.0 Expo GovTwit
40. A BIT ABOUT ME Rhinebeck resident 19 years communication experience Specialize in nonprofit, small business social media, e-mail, web Clients Town of Rhinebeck Roosevelt-Vanderbilt National Historic Sites Teaching the Hudson Valley Amnesty International US
Famous diagram by Brian Solis,SOCIAL NETWORKS (Facebook, MySpace, Twitter)VIDEO (YouTube, Vimeo)DOCUMENTS (Scribd)PHOTOS (Flickr, Picasa)BOOKMARKS (Delicious, StumbleUpon)BLOGGING (Wordpress, TypePad)MOBILE (FourSquare, iPhone apps)
Originally written about businesses. It applies to everything – businesses, nonprofits, government, places.
What does this mean for government? Swift – Twitter (Iran, Hudson River plane landing)
SOURCE IDEA OR SOCIAL OBJECTCan be out there already (hole in parking lot) or you can put it out there (ideas for budget cuts). IDEAS CAN COME FROM ANYWHERE AND ARE NOT SUBJECT TO SCHEDULINGFEEDBACK/CONVERSATION/PARTICIPATION (people get involved)Usually public and open (can have closed social)Multi-directional,NOT SILOEDTAP, REFINE, CONTRIBUTE, ASSIMILATEMOVE FORWARD
Twitter asks “what’s happening” and makes the answer spread across the globe to millions, immediately.
Very small portion of people upload content, but millions view and share it.
UTAHFirst Karla Bartholomew (test pools)Second Jeanette Nichols (immunization nurse H1N1)