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Connecting with New Media. Oakland County, Michigan www.oakgov.com. Jim TaylorSandy Jurek [email protected] [email protected]. Awards and Recognition. 3rd Place in 2010, County Portal Category From the Center for Digital Government. - PowerPoint PPT Presentation
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Connecting with
New MediaOakland County,
Michiganwww.oakgov.com
Jim Taylor Sandy Jurek [email protected]
Awards and Recognition3rd Place in 3rd Place in 2010, County 2010, County Portal CategoryPortal CategoryFrom the Center From the Center for Digital for Digital GovernmentGovernment
First Place in First Place in 2009 Digital 2009 Digital Counties Survey Counties Survey from the Center from the Center for Digital for Digital GovernmentGovernment
• Why it’s important?• Communicating through
multiple channels• How can we use it? (Facebook)
New MediaNew Media
New Media Trends Happen FastNew Media Trends Happen Fast
Years to Reach 50 Million UsersYears to Reach 50 Million UsersRadio – 38 years
TV – 13 years
Internet – 4 years
iPod – 3 yearsFacebook – 1 year
200 million usersiPhone – 9 months
1 Billion Apps
A new University of Michigan study finds mobile technology users are highly engaged in civic life.(Campbell et al., Journal of Communication, Sept. 2010)
Smart Phones Change EverythingSmart Phones Change Everything
These are “likely voters” and their numbers are growing.
TREND: MobileTREND: Mobile
97% of Adults own a cell phone or other web-ready
mobile device
By 2012, the total shipment of Smart Phones will exceed the total shipment of Desktop
and Notebook PCs
By 2020 the mobile device will be the world’s PRIMARY
connection tool to the Internet
TREND: At HomeTREND: At Home
“Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.” – socialnomics.net
Twitter: 175 million registered
users
YouTube: the #2 search engine in the
world
LinkedIn: 85 million registered users
Blogs: 200,000,000
currently exist
Facebook: tops Google for weekly
traffic
Facebook: 1/2 Billion
active users
Social Networking: Connecting with Social Networking: Connecting with people people
in their own networks…in their own networks…
Where are your fish?Where are your fish?“If you are not involved, you are not being
heard!”
Social Networking is about Social Networking is about fishing where the fish arefishing where the fish are
• Two-way communication with audience rather than one-way, like broadcast or print media (interact)
• Connect and understand to what people want and find possible solutions (listen)
• Enhance PR capabilities (promote)• Share and discuss interesting stories/events (engage)• Build social capital and enable connections that
can encourage growth as well as help build community ties by creating a place to visit and interact online (maintain/grow)
Why use Social Media?Why use Social Media?
Benefits of Social MediaBenefits of Social Media
More Communication More Communication Channels & Broader ReachChannels & Broader Reach
• Blogs – Stories/online journal• Flickr – Photos/sharing• Facebook – Community/conversation• LinkedIn – Professional networking• Twitter – Micro stories/status• YouTube – Videos/sharing
Connecting Through Multiple ChannelsConnecting Through Multiple Channels
• Engage citizens• Build community• Deliver better
services• Lower Costs• Promote and use
advanced technologies use
Smaller Budgets & Higher ExpectationsSmaller Budgets & Higher Expectations
Expectations
In 2009, Oakland County IT was asked to make $1.2 million in budget cuts
An Example: Cost Reduction
How did we do this?How did we do this?
x Management meeting behind closed doors?
x Reduce or eliminate services?
x Mass layoffs?
Collaborate to find a better way…
Cost Reduction/Investment BlogCost Reduction/Investment Blog
Collaborative Cost ReductionCollaborative Cost ReductionGenerate new ideas &
engage employees in constructive cost reduction
Employee suggestions produced
substantial savings
Cost Reduction/Investment BlogCost Reduction/Investment Blog
How does it work?
ACT:Management approves or
declines each idea
DISCUSS:Others
comment on the posted
ideas
EVALUATE:Weekly review
of ideas by management
SUGGEST:Employees post a new idea on the
blog
SHARE:Management decisions are posted on the
blog
TALLY:Running
total of cost savings is posted on the blog
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3
5 6
CrowdsourcingCrowdsourcing
The Crowdsourcing Pilot Project was created throughan educational partnership with MSU
Successful project& beneficial new
citizen-centric service
Limited budget & resources Dedicated student team
CrowdsourcingCrowdsourcingPublic forum for engaging citizens
in local government decisionsOakland County will pose questions about:
Government prioritiesProgram
developmentAnd more
Citizens can:Respond to questions
Make suggestionsPost comments
Rank proposals by voting for the ideas they like best
Public input is used to shape the future of County government programs and services
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FacebookFacebookWhat is it: The world’s most
popular social network – a place where people create a profile, connect with friends, and share news
How can it be used:• Direct interaction with
audience • In conjunction with press
releases, events or happenings that the public may find interesting (post links to articles, blogs or other new media with a comment or two)
• All posts and comments visible; people see each other’s comments and can interact with one another
NetVolunteersNetVolunteers
Volunteers from the community
Sharing an interest or role in local government
Facilitating online communities around specific topics using Oakland County’s social networking programs
What is it? Why do it? Reduce support costs Invite and support citizen
engagement in local government
Create new ways to solicit input from the community
Increase awareness and use of local government programs and services
NetVolunteersNetVolunteers
How does it work?
Provide initial
training
Create volunteer rewards & incentives
Recruit & select
volunteers
Identify program
purpose & goals
Provide ongoing support
Conduct periodic program reviews
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3
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1. Social Media Operating Procedures2. Best practices/standards 3. Leadership buy-in4. Communication5. Risk vs. reward6. Legal & personnel issues 7. Organizational culture
(flexibility/agility)8. Training & support
Managing & Facilitating Social MediaManaging & Facilitating Social Media
• Enhance services & increase satisfaction
• Generate interest• Encourage interaction• Collaborate• Be transparent• Deliver information
and services the way people expect & want
Do…• Establish practices and/or
policy• Gain leadership support• Integrate as day-to-day
practice• Focus topics on popularity &
purpose• Empower people to maintain• Create partnerships• Use free/non-traditional
resources• Be flexible/experiment and
give it time
Use Social Networking to…Use Social Networking to…
Institutionalize Social NetworkingInstitutionalize Social Networking
Give them something
to talk about!
Maintain & Respond
Empower & Train/Support
Expand & Partner
Be Flexible & Learn
Embrace & Create
Standardize & Communicate
Don’t…• Set something up and never go
back• Think that no one is reading your
posts – be grammatically correct• Use only one resource – diversify• Think that you can ignore it
because it’s a fad or waste of time
• Hold people back in your organization who are willing to do it
• Ignore non-traditional resources, such as students, volunteers and members of your community
• Be afraid to experiment
Naysayers quotes:“That will never work!”
“The Internet is for ‘Techno Wienies.’”
“The numbers just aren’t there.”
“Where’s the proof?”
“Have you lost your marbles?”
“What a waste of time!”
Pitfalls!Pitfalls!
Questions so far?
Wanna see more?
TwitterTwitterWhat is it: Sharing your
micro stories, status updates and comments to other Twitterers in 140 characters or less.
How can it be used:• Let people instantly know
when something is happening (emergencies, the start of a contest, status on registrations, events, etc.)
• Benefit from Re-Tweets; viral marketing approach
• Do it from anywhere from Smart Phone
• Potential rapid feedback
LinkedINLinkedINWhat is it: A professional
network for business
How can it be used:• Keep in touch with current
and past co-workers• Create an online resume
w/recommendations• Recruitment and verification
of skills/history of work• Make new professional
connections • Create professional
networking events and connect with others currently in your field of work
• Find subject-area experts
FlickrFlickrWhat is it: Photo/image
sharing – the world’s most popular photo site
How can it be used:• Post photos of events,
speeches and other happenings
• Encourage the public to post their pictures of events to create a collection of photos for everyone to enjoy
• Helps provide visual interest and more insight
YouTubeYouTubeWhat is it: Video hosting and sharing
How can it be used:• Provides a way for quickly
distributing videos created at a public event or meeting
• Enables easy and quick insertion of video in a webpage
• Provides a way to make meetings (public), conferences, press events, other meetings, etc. more visible
We are all in this togetherWe are all in this together
Let’s Collaborate and ShareLet’s Collaborate and Share
Sources & StatisticsSources & Statistics
Apple product news & usage statisticshttp://www.apple.com/hotnews/
comScore – market research & digital marketing intelligencehttp://www.comscore.com/
Facebook usage statisticshttp://www.facebook.com/press/info.php?statistics
Grunwald Associates Kids’ Social Networking Studyhttp://www.grunwald.com/surveys/sn/index.php
Mashable Social Media Guidehttp://mashable.com/
Pew Internet & American Life Projecthttp://www.pewinternet.org/
Socialnomics Social Media Bloghttp://socialnomics.net/
More info…
http://www.oakgov.com/egov/presentations/