1. The State of Social Media:
For Civic Leaders 2013
Created for the Lower Mainland and Local Government Association
By: Kemp Edmonds
available now: j.mp/kemplmlga
#lmlga2013

2. Agenda
• Introduction
• State of Social Media
• Civic Engagement Exploration
• 5 Key Considerations
• What Can You Do? Best Practices & Risks
• Developing a Strategy
• Q & A

3. • How did I get here?
• What did it take?
Introduction & Agenda

5. Inspiration

6. It started here…
and never ends.

7. Self-directed Learning

8. Love and Work

9. • Social is bigger than email. Way bigger.
• It’s Mobile
• Video Rules
• Facebook Dominates
• Email, mail and phone still remain vital.
• Citizen Engagement Online
State of New Media

10. Social surpassing email

11. Time spent Online

12. It’s Mobile!

13. Source: B2B Demand Generation Benchmark Report, 2012.
Video Rules

14. Source: MarketingCharts.com, Experian Hitwise
Top 10 Social Networking Sites

15. Facebook Dominates

16. Adults Using Social Networks
Use Social Networks
Do Not Use Social Networks
Source: US Pew Internet Research, April, 2013
40% Do Not use Social Networks

17. Politically Engaged Social Network Users
Not Engaged
Engaged
Source: US Pew Internet Research, April, 2013
66% of those that do are
Politically Engaged

18. Source: Ipsos Reid
They are very active

19. • More likely to sign a petition in real life than online. (22% vs. 17%)
• More likely to contact a government official about an issue in person, by
phone, or buy letter than online, by email, or by text message. (21% vs.
18%)
• Much more likely to comment on an online news story or blog post
about a political or social issue than they are to call into a live radio or
TV show. (18% vs. 7%)
• Slightly more likely to send a letter to the editor to a newspaper or
magazine online, by email, or by text message than to send a letter by
regular mail. (4% vs. 3%)
Source: US Pew Internet Research, April, 2013
How likely are citizens to act?

20. • Social Network Users are more likely to be politically active.
• More Americans used social networking sites for political
purposes in 2012 than used them at all as recently as
2008.
• 83% of political SNS users also get involved in political or
social issues in one way or another outside the bounds of
social networking sites themselves.
Source: US Pew Internet Research, April, 2013
Key findings from PEW

21. 1. Aligning Objectives
• Social media use should support the organizational mission
and overall communication strategy
2. Transparency and Collaboration
• Social media tools to create a more coordinated
environment
3. Engaging the Public
• Social media changes the way government engages citizens
4. Privacy and Security
• Key issues and concerns
5. Analytics and Metrics
• Ensuring accurate, targeted performance analysis
Key Considerations

22. Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpg
Start with Why?

23. Organizational Goals
Communications Objectives
Measures of Success
Operational Tactics
Breaking it Down

24. Source: City of Edmonton Open Data Project.
Transparency with Open Data

25. • Enterprise social tools regularly used
by government workers include
wikis, blogs, microblogs, social
tagging, user comment options and
discussion groups
• Social tools can motivate location-
independent collaboration in
anyone-to-anyone communications
• IT departments are upgrading
existing intranets by integrating
social tools such as
Twitter, Facebook, etc.
Collaboration - Agencies

26. Empower Citizens

27. Have a Social Media Policy

28. Collaboration – Existing Systems

29. Source: 2012, Survey of BC municipalities http://www.lgma.ca/assets/Misc/Social-Media-Primer-Research-Paper.pdf
There is room to grow

30. Engagement is two way

31. Provide citizens a voice

32. 1. Information Dissemination
1. Customer Service
2. Two Way Discussion
Get Started Engaging the Public

33. • Privacy Security & Sensitive Information
• Exposing personal information violates FOIPPA
• Copyright
• Actions could be an infringement of intellectual property
rights.
• Appropriate Information
• Employee cannot use their government employee status to
privately comment on social media sites
• Compliance and Record Keeping
• Any information or advice provided online must be retained
and filed in accordance with appropriate government record
management standards of procedures
Source: BCGov Policy
http://www.cio.gov.bc.ca/local/cio/informationsecurity/policy/summaries/33_social_media.pdf
Privacy & Security

34. • Growth of target communities -
Benchmarks required. How much has
the community grown?
• Engaging communities - How
engaged are your publics?
Likes, Comments, Mentions etc
• Conversions – Are we getting clicks
on our links? Do people complete
actions?
• Loyalty – are people coming back to
your content or site after the first visit?
• Sentiment – are people’s posts
positive, negative or neutral?
• Customer Service – Do you have
benchmarks? Are we trying to improve
those?
Analytics & Metrics

35. What is being measured?

36. • Goal
• Objective
• Measures
• Tactics
Be Integral to the Community
Raise
Awarenes
s
%
increase in
Twitter
Mentions
%
increase in
Social
Mentions
Website
traffic from
social sites
A Social Marketing Example

37. Organizational Goals
Communications Objectives
Measures of Success
Operational Tactics
Starting with Why

38. • Get Started on Twitter
• Set up a Facebook Page
• Establish Rules with your team
• Do not abandon your channel
• Follow the Social Media Leaders
• What not to do. Bad Examples
What can you do?

39. • Represent yourself in your profile
Source: twitter.com/andreareimer
Get started on Twitter

40. Source: facebook.com/ChristyClarkForBC
• Represent yourself in your profile
Set up a Facebook Page

41. • Who can post?
• What types of posts are made?
• Post at least once a day on Twitter
• Follow Carefully
• Respond and Engage
• Post at least once a week on Facebook
• Try to use first person when possible
• Stay Positive
Establish rules with your
team

42. • Respond and engage when time allows
Do not abandon your channel

43. Follow Social Media Leaders

44. • Old photos on social networks are forever
Source: Facebook
What no to do. Bad Examples.

45. • Things you said 11 years ago on a gaming forum
can hurt you politically.
Source: http://www.huffingtonpost.ca/2013/05/02/jane-shin-ndp-burnaby-lougheed-racist-comment-medical_n_3201659.html
What no to do. Bad Examples.

46. • Saying stupid things will sink your ship
Source: Twitter
What no to do. Bad Examples.

47. Source: intersectionconsulting.com
Strategy trumps tactics

48. 48
The Inside-Out Strategy

49. 49
Begin with Goals

50. 50
From Goals steam Objectives

51. 51
…then measures of success

52. Last comes execution

53. A Social Marketing Example
• Goal
• Objective
• Measures
• Tactics
Be Integral to the Community
Raise
Awarenes
s
%
increase in
Twitter
Mentions
%
increase in
Social
Mentions
Website
traffic from
social sites

54. Source: Kris Krug, flickr.com/kk
Social Media is about People

55. Government is about People
Source: Kris Krug, flickr.com/kk

56. Social Media is about
Government
Source: Image By US Mission Geneva on Flickr. Some rights reserved.

57. Essential Tools

58. • What are your organizational objectives?
• Where does your audience gather?
• Social Networks are great for Networking
• Be human. Interact. Build Trust.
• Do not behave negatively
• Do not abandon your account
• Work with a trusted team
When getting started

59. Special Thanks to Tina Chalal & The LMLGA
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Learn more about Social Media for Government:
• Tweet me: @kempedmonds
• This Presentation: j.mp/kemplmlga
• More Presentations: j.mp/kempslides
Q & A