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Connecting with New Media Oakland County, Michigan www.oakgov.com Jim Taylor Sandy Jurek [email protected] [email protected]

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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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Page 1: Connecting with New Media

Connecting with

New MediaOakland County,

Michiganwww.oakgov.com

Jim Taylor Sandy Jurek [email protected]

[email protected]

Page 2: Connecting with New Media

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

Page 3: Connecting with New Media

• Why it’s important?• Communicating through

multiple channels• How can we use it? (Facebook)

New MediaNew Media

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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

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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.

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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

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TREND: At HomeTREND: At Home

Page 9: Connecting with New Media

“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…

Page 10: Connecting with New Media

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

Page 11: Connecting with New Media

• 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

Page 12: Connecting with New 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

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• Engage citizens• Build community• Deliver better

services• Lower Costs• Promote and use

advanced technologies use

Smaller Budgets & Higher ExpectationsSmaller Budgets & Higher Expectations

Expectations

Page 14: Connecting with New Media

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

Page 15: Connecting with New Media

Collaborative Cost ReductionCollaborative Cost ReductionGenerate new ideas &

engage employees in constructive cost reduction

Employee suggestions produced

substantial savings

Page 16: Connecting with New Media

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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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

Page 18: Connecting with New Media

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

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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

Page 25: Connecting with New Media

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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Page 26: Connecting with New Media

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

Page 27: Connecting with New 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…

Page 28: Connecting with New Media

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

Page 29: Connecting with New Media

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!

Page 30: Connecting with New Media

Questions so far?

Wanna see more?

Page 31: Connecting with New Media

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

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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

Page 35: Connecting with New Media
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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

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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

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We are all in this togetherWe are all in this together

Let’s Collaborate and ShareLet’s Collaborate and Share

Page 42: Connecting with New Media

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/

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More info…

http://www.oakgov.com/egov/presentations/