Social Media guidelines from the White House; examples and guidelines from NZ.

1. Citizen Outreach & Engagement
Applying Social Media Tools
http://www.selfservicegov.com lisa@inter-act.us

2. Topics
 Guidelines from the White House
 Guidelines & Best Practices from New Zealand
 Getting Started – Your Next Steps
Nov 7th 2012 User Forum - Prepared by IES

3. Guidelines from the White House
 http://www.whitehouse.gov/open
 http://www.whitehouse.gov/sites/default/files/omb/assets/i
nforeg/SocialMediaGuidance_04072010.pdf
Nov 7th 2012 User Forum - Prepared by IES

4. Guidelines from NZ - Stats
 1.8M (out of 4.3M) New Zealanders are using SM sites (42%)
 More than 25% have visited Twitter and 11% have created
profiles
 More than 2 in 5 New Zealanders are interacting with
companies via SM sites
 Top SM sites
o Facebook
o Youtube
o Wikipedia
o Blogger
o Twitter
o LinkedIn
o Wordpress
o Flickr
Nov 7th 2012 User Forum - Prepared by IES

5. Guidelines from NZ
 Stages of Involvement in SM
o Passive – Listening
• Social Mention – http://www.socialmention.com
o Active – Participate in blogs, forums, wikis
o Engaged – Establish a SM site, Twitter account
 Code of Conduct and online participation
o http://ssc.govt.nz/code
 “One of the most serious drawbacks for Chief Executives is
the amount of time SM takes up and the risk that if they are
not familiar with SM, they might come across too formal and
therefore “inauthentic”. Consideration should be given to
resourcing or delegating to a SM expert within the
organization.”
Nov 7th 2012 User Forum - Prepared by IES

6. Guidelines from NZ – Business Case
Section Content
Strategy and Context Define the context for the SM project
Describe the strategic vision that the
project will contribute to
Communications Objectives List objectives (specific, measurable,
achievable, realistic, timebound)
Critical Success Factors Describe success and what we are hoping
to achieve (changes in attitude, awareness,
behavior)
Audience Define the audience(s) and for each
provide a short profile (beliefs, attitudes,
behaviors, influences)
Describe previous attempts to
communicate with the audience
What SM exposure does the audience
have?
Nov 7th 2012 User Forum - Prepared by IES

7. Guidelines from NZ – Business Case
Section Content
Options List any other similar approaches that have
been successful or unsuccessful?
How will the selected approach help achieve
the objectives?
Benefits List benefits and how they will be measured
Risks/Mitigation List any trade-offs or risks/costs associated
with achieving the benefits
What can be done to mitigate the risks?
Dependencies/Assumptions List any assumptions and your plan to validate
them
Resources Required What expertise is needed?
Are resources available (in-house/external)
What is the budget needed?
Evaluation Nov 7th 2012 User Forum - will success be
How Prepared by IES measured?
Are metrics in place to measure progress?

8. Social Media in Action
 Careers Outreach – Careers NZ
“We go to where our target audience is and talk to them there
and help people who are asking questions or wanting advice on
their careers. It’s a great way to provide links back to our
information. We’ve confirmed much of conventional wisdom –
a voice that is not authentic draws no responses from the
crowd. But if you are genuine and truly helpful, people
respond well.”
 Public Health campaign in support of breast feeding
moms – Ministry of Health
Facebook community of 6,000 in support of normalizing breast
feeding to 6 months and beyond in public spaces
Nov 7th 2012 User Forum - Prepared by IES

9. Social Media in Action
 Crowdsourcing Images – NZ Historic Places Trust
Using Flickr to crowdsource images for the Registrar of Historic Places.
Our goal is to raise awareness, inspire conversation, and engage the
public around historic buildings. We post requests for images on
Flickr and people respond. We contact them and they become part
of our community (99 members).
 Blogging Business Advice – Ministry of Economic Dev
The sheer number of different departments was confusing to citizens.
The blog allowed us to bring all of these units together in one place
creating a consolidated brand.
 Engaging the Public Online – NZ Police
o Wiki to engage public comment on the review of the Police Act
o Alerts via Twitter
o Facebook chat with Police role models to recruit the next
generation of police officers
o Facebook to assist in catching a burglar
Nov 7th 2012 User Forum - Prepared by IES

10. Social Media in Action
 Making Tax Easier Forum – Inland Revenue
Objective: to change the way people interact with the tax system
Benefits:
• Received a much wider range of comment than could have
been possible from the review of a paper document
• Good quality comments
• People commented on prior comments
 Rethink Online Forum – Internal Affairs
Objective: to receive input from stakeholders on a new approach
to government use of online channels
Benefit: the feedback received fed directly into the Rethink
Online strategy launched in July 2011
Nov 7th 2012 User Forum - Prepared by IES

11. Getting Started
 Your ideas
 How we can help
o Join our Group – Self Service Gov LinkedIn at
http://www.linkedin.com/groups?gid=4638567&trk=hb_side_g
o Post a Project – http://www.selfservicegov.com
o Participate in the Group Discussion
o Follow us on Twitter and re-tweet
o Provide feedback on your plan
Nov 7th 2012 User Forum - Prepared by IES

12. User Forum 2013 – Topics?
Nov 7th 2012 User Forum - Prepared by IES