Training session delivered for the Greater Los Angeles Federal Executive Board on March 17, 2011. For more information, go to:

1. What Would
Charlie Do?
“Winning”
with Government 2.0

2. Agenda
 What’s Gov 2.0?
 Web 2.0?
 Generational Issues
 Blogs  Podcasts
 eDocuments
 YouTube
 Wikis
 Social Networks  Mobile Devices
 GovLoop.com  Crowd Sourcing
 Facebook
 Open Data
 Twitter
 LinkedIn  Second Life
 RSS  Making the Case

3. What’s Gov 2.0 (Your Answers!)?

4. What’s Gov 2.0 (Your Answers!)?
• I don't know anything about it.
• I have never heard of Government 2.0 until today.
• I'm unfamiliar with those terms.
• Never heard it before
• No clue.
• Not familiar YET.
• Nothing
• Nothing
• Nothing
• Nothing, never heard of either.
• Nothing.

5. What’s Gov 2.0 (Your Answers!)?
• technology and transparency
• innovations and accessibility to government information, websites,
applications, initiatives, etc. which should allow for both easier and
greater access by the public
• transitioning many processes to the web or the "cloud" and making
government less location-based and more virtual-based
• business of government and state administration should be opened
at all levels to effective public scrutiny and oversight
• to develop a more digitally intelligent government, one that uses
more social networks
• being more technologically available to my co-workers / supervisor,
providers/third-parties, and people I supervise

8. What’s Web 2.0?

9. What’s Web 2.0?
“…activities that integrate technology,
social interaction, and content creation.”
Web 1.0 Web 2.0
• 1990 – 2000 • 2000-2010
• one-way communications • two-way communications
• web pages and emails • social media
• business-driven • user-contributed
• informative • interactive
• you go to the info • info comes to you
Source: www.usa.gov

10. What’s Web 2.0?
• It’s all about people and passion
• The rules are the same as
personal social interaction
• The strategies for driving and
measuring success are the
same as offline efforts
• The only real change is in
the tactics and platforms
• This is hard work,
there is no silver bullet

11. What’s Web 2.0?
• share, collaborate and act
faster than ever before
• find and engage people
of similar passions
• build quickly towards outcomes
• The archive of knowledge and
ideas for future reference

12. Who is a skeptic?
Social media is:
• Just for kids
• Just a fad – Remember MySpace and CB Radio
• Just for our intern
• Too much time
• Too complicated
• Too much energy
• Too much duplicate work
• ______________?

13. Who was a skeptic?
REMEMBER ANY OF THESE STATEMENTS?
I don’t need to learn typing!
(That’s for the secretaries)
Email? Why do I need email?
I’ll let the kids/low-level folks do that email thing.
(Now how many emails do you get a day?)
Cell phone? Blackberry? Who needs ‘em?
Wanna reach me - call my home or office.
Website? We don’t need no stinkin’ website.
Only people on the Web are kids and geeks.
(Are you on the Internet right now, by chance?)

15. Four Generations
Veterans: 1920s-1940
Baby Boomers: 1940-1960
Generation X: 1960-1980
Millennials: 1980-2000
Web 2.0 Users?
Source: Washburn, E. Are You Ready for Generation X? Changing World View –
The Five Generations, Physician Executive. January-February 2000.

16. A New Generation
How about “Generation C” ?

17. “…an avalanche
of consumer generated
‘content’…”
Two drivers:
(1) Our creative urges
(2) Content-creating tools
- Trendwatching.com, Feb 2004

18. Who is
your target
audience?

19. “Generation C”
By Dan Pankraz

20. FACT:
GEN C is a mindset
covering digital
creatives aged 10-35

21. Source: Flickr – lyzadanger’s photostream

22. “Generation C”
Someone of ANY age
who is actively using social media
and engages others on the Internet
with a "2.0" mindset:
creative, collaborative
and community-oriented.

23. “Generation C”
Generations Explained
% of total adult % of internet-using
Generation Name* Birth Years, Ages in 2009
population population
Gen Y (Millennials) Born 1977-1990, Ages 18-32 26% 30%
Gen X Born 1965-1976, Ages 33-44 20% 23%
Younger Boomers
Older Boomers
Born 1955-1964, Ages 45-54
Born 1946-1954, Ages 55-63
20%
13%
22%
13%
35%
Silent Generation Born 1937-1945, Ages 64-72 9% 7%
G.I. Generation Born -1936, Age 73+ 9% 4%
Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total
internet users, and margin of error is ±3%.
*All generation labels used in this report, with the exception of “Younger -” and “Older -” Boomers, are the names conventionalized by
Howe and Strauss’s book, Generations: Strauss, William & Howe, Neil. Generations: The History of America's Future, 1584 to 2069
(Perennial, 1992). As for “Younger Boomers” and “Older Boomers”, enough research has been done to suggest that the two decades
of Baby Boomers are different enough to merit being divided into distinct generational groups.

24. 2.0
1.0

25. “Generation C”
Users age 18-24 = 10.6%
Users age 35-54 grew 276%,
18-24 only 20%
Average age = 40 yrs old
Source: http://socialcomputingjournal.com/viewcolumn.cfm?colid=824

26. Integrated Engagement Approach
1. Why? Tie to mission, goals, objectives, needs, gaps.
2. Who? Champion, contributors, constituents, citizens.
3. What? Content is the key to success.
4. How? Decide which tools best meet goals.
5. When? Create a schedule to implement and evaluate.

27. Integrated Engagement Approach
Traditional “Conversation”
Content Vehicles Vehicles The Target
Brochures
Catalogs
Course Excerpts
Website Content
TV Advertisements
Video Content
GS Connect Clips
Event Photos
Web Ads
Magazine Ads
Radio Ads
Audio Content
Events/Conferences
Customer Service
Sales

28. Your Use of Social Media?

29. Your Use of Social Media?

30. Blogs
What is a blog?
• a website or part of a website
• short for web log

31. Blogs
Why create a Blog?
• share a leadership vision (and gain employee feedback)
• clarify misconceptions
• respond to common citizen inquiries
• highlight your initiatives
• feature employees and citizens

32. Blogs
How do you create a blog?
Step 1: Pick a Blog Platform
Step 2: Create an Account
Step 3: Name Your Blog
Step 4: Produce Content
Step 5: Publish Post!

33. Blogs
What makes a great blog?
• frequent content (2-3 days per week)
• two-way conversation
• diverse authors
• meets clear, real needs

34. Blogs
And the nominees are:
a) The TSA Blog
b) GSA’s GovGab Blog
c) USAID Impact Blog
d) Energy Blog
e) State’s DipNote

35. Best Blog

36. Wikis
What in the world is a wiki?
• an online encyclopedia
• a web-based tool where multiple users create,
publish and edit information
• a Hawaiian word for “fast”

37. Wikis
You call this fast?

38. Wikis
Why create a wiki?
• Provide a space for national/regional collaboration
• Gather the intelligence of citizens / experts
• Widen the net for broader insight / information
• Create a crowd-corrected directory / resource

39. Wikis
How do you create a wiki?
Step 1: Pick a Wiki Platform
Step 2: Create an Account
Step 3: Set Up Your Wiki
Step 4: Produce Content
Step 5: Edit and Post!

40. Wikis
What makes a great wiki?
• clear task(s) to accomplish
• relatively open access
• involvement of key stakeholders
• editors and gardeners

41. Wikis
And the nominees are:
a) OMB MAX Community
b) DoD Techipedia
c) GSA’s Colab
d) BetterBuy Wiki
e) 7th Circuit Court of Appeals

42. Best Wiki

43. Wikis (or something like it)
PiratePad.net

44. Social Networks
What is a social network?
NOT
JUST
FOR
KIDS!!!

45. Social Networks
What is a social network?
Information
Ideas
Insight
Sharing Issues
Individuals
Intelligence

46. Social Networks
What is a social network?
Collaboration
Knowledge
Social Networks

47. The
Story

48. Founder
• Do-Gooder: 3rd Gen Public Servant, DHS Fellow, Multiple Gov Agencies
• Innovator: Co-Founder, Young Government Leaders
• Award Winner: 2006 Rising Star Award, 2007 Fed 100 Winner
• Speaker: 25+ Conferences, Brookings, Harvard Kennedy School
• Author: Wikinomics, Federal Times, Public Manager
• Athlete: Used to be good at golf – 3rd in State
• Scholar: Miami (OH) and UPenn
• Gentleman: Likes Cats and Babies

49. Why
Problem:
Millions of government employees
working on similar issues but no safe place
to connect and share best practices.
?
Solution:
Online community.
Hub to connect disparate conversations/events.
New technology leveraged to collaborate.

50. What is ?
Tools:
• Blogs Online community of
• Forums
government colleagues
• Groups
• Datasets
that help each other
• Video / Photo Sharing
to do their jobs better.
• Tools
Value: 40,000+ Members
• Learn and share with peers • Federal, state and local employees
• Contractors, non-profits, academia
• Get questions answered quickly • International (Canada, UK, Australia, etc.)
• Solve problems faster
• Find and contribute best practices

51. What is ?
People Like
You

52. Read / Post Blogs
GovLoop.com/Blogs

53. What You’ll Like on :
24-Year Fed, IBM Senior Fellow
City Engineer, City of Geneva, IL
Blogs

54. What You’ll Like on :
Program Manager, NIST
66 Comments
Blogs

55. Start or comment
on discussions in
our Forums
GovLoop.com/Forum

56. What You’ll Like on :
Transportation Specialist, DOT
Forums

57. What You’ll Like on :
160 Comments!
Forums

58. What You’ll Like on :
Jobs

59. Join Groups
GovLoop.com/Groups

60. What You’ll Like on :
Tools

61. What You’ll Like on :
Tools

62. What You’ll Like on :
Tools

63. What You’ll Like on :
Tools

64. What You’ll Like on :
Chats

65. Incubation

66. What is Facebook?
• the social network
• 3rd largest nation on earth
• mostly social, some serious
• the present and future web

67. Why use Facebook?
• the social network
• 3rd largest nation on earth
• mostly social, some serious
• the present and future web

68. How do you get started on Facebook?
Step 1: Go to Facebook.com
Step 2: Create a profile.
Step 3: Friend your kids (not your colleagues).
Step 4: Create a group or page.
Step 5: Consider games, apps and ads.

69. What’s a great Facebook page/group?
• Have a plan
• Engaging, regular content
• Staff it appropriately (and creatively)
• Customize it (code, URL, etc.)

70. And the nominees are…
• US Geological Survey
• UK Training and Development Agency
• US Army
• Centers for Disease Control and Prevention

71. Best Facebook Page
Facebook.com/USArmy

72. Honorable Mention
Facebook.com/GetIntoTeaching

74. Honorable Mention

75. Honorable Mention

76. What is Twitter?
• Free
• “Micro-blogging”
• 140 characters or less
• Send and read user updates
 aka “Tweets”
• Text-based, but can post links / photos
• Anywhere, anytime via cell or computer
• Shared conversations
 aka “Hashtags”

77. GovTwit.com

78. http://ca.gov/Multimedia/multimedia_blogs_twitter.html

79. http://bit.ly.govhashtags

80. Why use Twitter?
• Crowd-sourcing ideas to improve services
• Communicating with / to citizens
• Posting links to key information
• Reporting incidents, sending alerts
• Promoting events, surveys, studies, etc.

81. How do you get started on Twitter?
Step 1: Go to Twitter.com
Step 2: Create an Account
Step 3: Find People to Follow
Step 4: Consider Alternate Tools
Step 5: Jump in the Stream (“dialoguing” vs. “doing”)

82. What makes for great Twitter?
• Conversations (not just content pushing)
• Using hashtags (participation and promotion)
• Staff it appropriately (not your intern)
• Coordinate with other social media

83. What makes for great Twitter?
• Conversations (not just content pushing)
• Using hashtags (participation and promotion)
• Staff it appropriately (not your intern)
• Coordinate with other social media

84. And the nominees are…
• @Anaheim311
• @SantaClaraCity
• @LAFDTalk
• @USFWSPacific
• @YosemiteScience

85. Best Use of Twitter

86. Honorable Mention
@Anaheim311

87. Honorable Mention
@SantaClaraCity

88. What is LinkedIn?
• social network for business connections
• like an online resume, but better

89. Why use LinkedIn?
• Find people doing similar stuff
• Get in groups to collaborate
• Expand your network quickly

90. Best Use of LinkedIn
Jeffrey Vargas

91. “I started the Chief Learning Officers
Network in late November 2008. I had
no real knowledge of Web 2.0 capacity.
I had been a member of LinkedIn for a
few months, joining because friends
bugged me to be a part of it.
After a while as a member, I began to join some
groups basically to see what would happen. I didn't
see a group for CLOs so I started the network …
because nothing was in existence in LinkedIn and
thought our community needed something – a place,
a forum, something to communicate around ideas.”

92. “The group has become known as a
place for leaders in learning to share
ideas / thoughts / connect …
We know that CLO's who would have
never met have connected on issues of
commonality; some folks have begun
working together / collaborating…
On a personal level, I've been invited to a
CLO's only retreat and have been asked
to be a presenter - without the network
the folks in charge of the retreat would
have never found me.”

93. Social Networks
And the nominees are:
a) GovLoop
b) Facebook
c) Twitter
d) LinkedIn

94. Best Social Network

95. RSS
What is RSS?
• Really Simple Syndication
• like a digital magazine subscription
• automatically pushes content to readers
and devices

96. RSS
Why use RSS?
• make your content available everywhere
beyond a single website

97. RSS
How do I set up RSS?
• Use tools like FeedBurner or FeedBlitz
• See http://www.usa.gov/webcontent/technology/rss.shtml

98. Podcasts
What is a podcast?
• “iPod” + "broadcasting”
• a way of publishing audio files on the web so they can be
downloaded onto computers or portable listening devices
• allows users to subscribe to a feed of new audio files
• benefit = users can listen live or whenever they want

99. Podcasts
Why create a podcast?
• give your agency a voice
• allow people to access rich content anywhere
• inspire your staff?
• interview members of your staff doing cool stuff
• host a “radio show” and respond to questions
• share educational information

100. Podcasts
How do you create a podcast?
Step 1: Pick a podcast platform
Step 2: Create an account
Step 3: Name your podcast
Step 4: Produce content / establish a show time
Step 5: Run an experiment and monitor use

101. Podcasts
What makes a great podcast?
• frequent content (weekly is good)
• two-way conversation
• diverse content and interesting people
• brevity or break up in chunks

102. Podcasts
And the nominees are:
a) NOAA’s “Making Waves” or “Diving Deeper”
b) DoD’s “Armed With Science”
c) NASA Earth and Space News
d) White House “Open for Questions”

103. Best Podcast

104. Video Sharing
Why/How do you use ?
• Fun?
• Education?
• Inspiration?
• Perspiration?

105. Video Sharing
Why/How could you use in gov’t?
• Fun! • Information
• Education! • Recruitment
AND
• Inspiration! • Retention
• Perspiration! • Transparency

106. Best Videos

107. Honorable Mention

108. Honorable Mention

109. Honorable Mention

110. What is Skype?
• Video- / Web-based video
• Skype to Skype = free

111. Why use Skype?
• “Face-to-face” interaction
• Low-cost rich media interaction
• Stay connected with disbursed staff
• Reduce travel costs

112. How do you set up Skype?
Step 1: Create an account
Step 2: Get a web cam
Step 3: Set a time
Step 4: Consider recording calls
Step 5: Get creative

113. Best Use of Skype

114. It all started with the first ever Intelligence
Community Virtual Career Fair in March 2010
[which] spurred the idea of Skype interviews,
to go along with the ‘virtual’ theme of the career
fair and show NGA as a forward thinking agency
on the cutting edge of technology

116. Skype has been a successful tool for our hiring events, and
we will continue to utilize Skype as part of our hiring
strategy…
• Reach diverse candidates, save the agency (and applicants) time / money
• Advertise and interview candidates from across the country without leaving the
local area (and applicants can interview from home!)
• No interviews were conducted in person; all were done online via Skype
• All panels were located at a contractor facility in the Washington, DC area
• Applicants were at their homes/businesses across the country
• Our offices and hiring managers were impressed with the high quality of the
applicants we interviewed at this event.

117. Mobile Phones
Why/How do you use ?
• Fun?
• Education?
• Inspiration?
• Perspiration?

118. Mobile Phones
Why/How could you use in gov’t?
• Fun? • Information
• Education? • Recruitment
AND
• Inspiration? • Retention
• Perspiration? • Transparency

119. Best Use of Mobile Phones

120. Best Use of Mobile Phones

121. Crowdsourcing
http://betterbuyproject.com

122. Virtual Worlds

123. Getting Started (Or Not)

124. The Method
• Define Mission Achievement
(Products / Services / Programs / Processes)
• Map Achievement Path
• Locate Stakeholders
• Design Engagement
• Measure Outcomes
• Inform Next Steps

125. The Method: Mission Achievement
• What are your mission tenants?
• How do you achieve them?
(Products / Services / Programs / Processes)
• Who do you deliver value to?
• What value do you deliver to each?
• What resources are available?
• What outcomes enable success?

126. The Method: Map Achievement Paths
For each specific outcome:
• Who are your stakeholders?
• What do you need them to do?
• Why are they going to do it?
• How will you know that an
outcome has been accomplished?
• What are all the points of
engagement that would lead to
that successful outcome?

127. The Method: Locate Stakeholders
The ones you know?
• Your current sites
• Lists: Events, email, snailmail
• Memberships: Associations, professional groups
• Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc.
The ones you need to meet?
• Identify primary keywords
• Search Engines: Find news sites, forums, blogs, associations
• Social Media: Groups, trending topics, internal searches

128. The Method: Design Engagement
Where do you want the key outcomes to take place?
• A section of your current site
• A new microsite
• As a group, cause, discussion, or page of another site
• Through an email or survey response
How are you going to get your stakeholders there?
• Online: PPC, SEO, Advertising, PR, Email, Blogging, Association
Outreach, Social Media Announcements, etc.
• Offline: Direct Mail, Telemarketing, Events, Publications, PR
• Incentives: Currency (“Innobucks”), Cash

129. The Method: Measure Outcomes
Traffic Analysis
•Server log analysis: AWStats, Core Metrics,
•3rd party tools: Google Analytics, Omniture
•Goal and event tracking for critical action points in the process
•What to measure: Where do users come from, what pages do they visit, what do
they accomplish, ask it questions - I wonder. . .
Topic Trending
• Keywords: Google Trends, Twitter, Trackur, Digg, Technorati
• Conversations: Blogs, groups, discussions, etc.
Reputation Monitoring (Branded related topics)
• Google/Twitter alerts, Trackur, Radian 6, Other online tools and services
• Keep it actionable

130. The Method: Inform Next Steps
Where can we improve?
• Mission focus?
• Project scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Metrics systems?

131. Tips: Inform Next Steps
• Building effective web pages
• More bullseye: Focus on the next step of the funnel
• An effective page: Has what I need, tells me how to get it,
why it’s good, makes me feel smart, gives me a reason to
take action and makes it safe and easy
• Headlines should speak to the user’s primary interest
• Calls to action should be focused and in about the same
place on every page of the site
• Contact information should be on every page
• Contextual calls to action for next steps at the bottom of
every page of content
• ALWAYS BE IMPROVING!

132. What’s next for us?
Web 3.0?
• 3-D / Gaming
• Mobile / Clouds
• Aggregation
• Interactive Agency Pages

133. What’s next for you?

134. What’s next for you?

135. What’s next for you?
1. Join GovLoop (keep learning, get help)
2. Get a Plan (tied to mission)
3. Start Small (iterate often)

136. Thank You!
FOR MORE INFORMATION:
http://www.govloop.com
ANDREW KRZMARZICK
Phone: (202) 352-1806
Email: Andrew@GovLoop.com
Twitter: @krazykriz
Slideshare.net/akrzmarzick
Linkedin.com/in/andrewkrzmarzick