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Arizona Digital Government Summit 2015 presentation - Connected Governmentby Jennifer Tweedy
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Community EngagementUSING SOCIAL MEDIA TO COMMUNICATE & CONNECT
Jennifer Tweedy ADHS Web & New Media Manager Arizona Digital Government Summit 2015
Social & omnichannel
Were (online) social animalsSocial media is part of the fabric
Nearly 2/3 of Americans have a profile on a social media network.
52% of online adults use multiple social media sites.
Nearly 2/3 of Americans own a smartphone.
And 10% of them do not have other high-speed internet access.
MobileResponsive design matters
Snackable content & our shortening attention span (Look! Squirrel!)
Americans average 27 minutes of video a day
Facebook has overtaken YouTube (80% of video interactions!)
VideoThe changing landscape of media
34% of Americans have accessed state government services online.
32% have accessed local government.
Digital governmentCitizens look for us online
Whos out there?Demographics
Across demographicsgender, education attainment, race, age, where we live, or how much we make
social media use is prevalent.
Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666
Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666
Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666
Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666
Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666
Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666
What were trying to doSome ideas about online community building
InfluencePeople trust peer reviews & recommendations more than brand outreach. We strive to be an influencer and go-to resource for public health.
Accessible governmentA connected citizen is an empowered one.
Increase public involvementSocial media affords participation & is democratizing. It gives reach of voice.
Increase our reachSocialize the information & resources we have to share.
Join the conversationMeet your online community where they are comfortable. Engagement is the real value of social media.
Put a human face on governmentGovernment is made of people. Let your community know.
Build a community for when it matters mostin an emergency.
Flood social media one-day metrics
CultureBuild community online and offline.
How we do itSome tactics
Our online community is out there. Whats important to them?
And what are they saying about our brand?
ListenAs important as everything else
Some of the mentions were listening for:
Brand SMEs
Current & evergreen campaigns Arizonas Winnable Battles
Trending
Go beyond brand mentions Theres a lot more going on out there
It shows that youre listening, that you care; its part of being accessible to those you serve.
Respond timelyIts important to your community.
Internal brand advocatesThey already believe in you.
Plan & alignCommunication schedule guides online social content.
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No fearDont fear negative feedback; use the opportunity to engage,
educate & create brand advocates
Use trending Amplify your message
94%
32%75%
miracle%
Use visuals Maximize engagement & create snackable content
Use humor This is part of being human & our communities know it.
Drive traffic to your (responsive!) website
Get your community familiar with this as the go-to channel.
Data mattersHow are you measuring whats important?
We focus on engagement more than followers.Determine what has real value & design your
KPIs around that.
Organic reach is dead(Almost)
Facebook organic reach is 2%-6%.
Social ad budget is a must.
The point of it allCogent connections
The real value of social media: connections with those we serve.
Jennifer Tweedy [email protected]
@jennifertweedy
Questions?