- 1.Social Media=Mobile MediaTodays Internet is everywhere Are
you ready?Lloyd D. Brown, Director of CommunicationsIAP2
TrainingMarch 27, 2013
2. What well cover What are the trends in social media
usage,tool adoption The current state of DOTs social mediausage
Establishing a brand in the social mediaworld 3. Lets review 1990 -
AOL rules 1996 Cable broadbandTo get to the 1998 Online PR heart of
social 2000 Rise of streaming audiomediaadoption, we 2002 AOL
disappearing first must 2005 Whats a blog?understandInternet
access. 2006 We need a blog! 2007 Twitter, Facebook, Linkedin 2009
Smart phones, iPads = mobility 4. Internet accessContributing
factorsLatest statistics 1 in 5 Americans do notRace use Internet
Education A third of Americans with disabilities are less
likelyGeographyto go onlineDisability Mobile is changing the
gamePew Internet and American Life Project,
http://pewinternet.org/Reports/2012/Digital-differences/Overview.aspx
5. Its a mobile worldSOCIAL MEDIA TRENDS 6. Social media toolsWhats
so social about todays media? Facebook Twitter YouTubeIts all about
the conversation! 7. FacebookStill one of the most
challengingsocial media outlets. Privacy Changing algorithms
Facebook fatigue 8. TwitterMicroblogging site continuing tochange
our news/informationculture in 140 characters. 7 years old 400
million tweets a day Careers devastated, careersmade 9. YouTube
More than 1BILLION visitors aday More than 2BILLION searchesa daySo
what are people doing online? SearchEmailShopSocial Banking network
92%91%71%64% 61% http://youtu.be/6f-z_hFpwQk 10. Quick pause: Do
you remember? 11. Wireless generations? 63% of American
adultsconnect to the Internetwirelessly However, 6 in 10American
adults connectvia broadband (as of Aug.2011) Nearly 90% of adults
with household income over $75,000 annually have broadband access.
Source:
http://pewinternet.org/Reports/2012/Digital-differences/Overview/Digital-differences.aspx4/26/201211
12. Connected devices here to stayAmerican ownership: Cell phones -
87% Netbooks/laptops - 61% E-readers - 26% Tablet computers - 31%As
of December 2012. Source:
http://pewinternet.org/Static-Pages/Trend-Data/Device-Ownership.aspx4/26/2012
12 13. Forget the desk: Were moving Since 2009, laptop computers
have out sold
desktopsSource:http://www.pewinternet.org/Static-Pages/Trend-Data/Device-Ownership.aspx4/26/201213
14. Where are the eyeballs?Consumers downloaded a record 1.76
billion apps between Christmas and New Years Eve 2012.
http://gigaom.com/mobile/app-downloads-hit-record-1-76-billion-over-holiday-week/
15. We love our smart phones 46% of ALL adults own a SMART PHONE!
Smart phone owners (53%) now outnumberusers of basic cell
phones.Source:
http://pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx4/26/201215
16. Mobile phones open opportunities New York Times:Other cultural
forcesaside, minorities, lower-income households andyounger adults
access theInternet at higher rates onmobile devices because Photo
by Ed Yourdonthey often do not havecomputers at home. Source:
http://www.nytimes.com/2010/08/02/technology/02drill.html?_r=14/26/2012
16 17. Technology Acceptance Model: Mobilechanges the rules of
media consumption 18. Shoot for a moving target The advent of
mobile changes the game Your customershave gone mobile For DOTs
that meansInternet = MobileMedia = Social Media4/26/201218 19.
Established social
mediahttp://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
20. Emerging social media Pinterest Storify SnapChat Vine Path
Banjo 21. Using Vine 22. The current state ofDOT SOCIAL MEDIA USAGE
23. History of the survey AASHTOs first social media survey ofstate
DOTs published in 2010. 26 states were using Twitter
primarilyrelaying road/traffic information 14 states used Facebook.
7 states had a blog 10 states used podcasting 24. It was 1-way
outreach in 2010 Survey respondents said social media waseffective
way of reaching an audience Every state relied on news releases
toreach media. Only two states said they had reduced orcut other
activities to manage socialmedia. 25. In 2012, the world
changesGood bye old tools, Hello new tools 7 states use Pinterest,
4 states use Storify Linkedin use cut in half, just 16% usepodcasts
1/4th of states have staff dedicated tosocial media full time 11
states give their employees access tosocial media sites at work.
26. MostusedSocial media tool usage socialmediatools 27. 2012 =
EngagementWe used to be very rigid and formal in all our
responses.Now, were trying to humanize the feed. We post pictures
ofourselves and answer the feed as people (saying I and we)instead
of an agency (DOT says...). It has helpedtremendously and weve
received really good publicfeedback!Were seeing a slow and steady
gain in Twitter and Facebookfollowers. Were seeing more and more
people asking questions,sharing comments or airing concerns via
these two medium. 28. Challenges aheadToo many tools, not enough
timeAlready we are spread kind of thin, so Ianticipate we will have
to make a choice atsome point: either we shrink our socialmedia
presence and focus on the mostsuccessful/useful tools, or we hire
someoneto manage all of them full time. 29. Challenges
aheadEmployee access Does the policy allow employeesDoes your
organization have aagency wide to access socialsocial media policy?
media sites and tools? 4.8%2.4% 7.1% 26.2%28.6% 66.7%64.3% Yes No
Not SureYes No Not Sure No Response 30. Putting social media to
work2011 focus groups & interviews reportedstate DOTs barriers
to implementation: Organizational culture Budgets Legal concerns
31. Looking ahead at 2013 Social media emerging as
publicinvolvement tool. A social media is standard tool. Focus
nowis on best practices, staffing, access totools. And 32.
Establishing a brand IN A SOCIAL MEDIA WORLD 33. A new opportunity
for engagementFormal federaldecision-makingprocess does notdirectly
provide forthe use of thesenew engagementtechnologies butalso
doesntprohibit them.4/26/201233 34. New technologies = Old problems
You still need a messagethat beaks through theinformation clutter
Accuracy and timeliness ofinformation remain criticalconcerns
forcommunication teams New tools complement oldtactics more
pressure oncommunication teams tomanage more tools4/26/2012 34 35.
Have a plan use it What are you trying to do? Be informational?
Collect comments? Bepromotional? You need to know this. Audience?
Where are they most likely to be? What are they mostlikely doing?
Be patient: Building community takes time. No. 1 rule of
engagement: Have a take. Dont suck.(lifted from sports radio host,
Jim Rome) 36. When building social planKeep doing the basics well.
Be available: Is the web site easy toaccess? What about a mobile
app? Be responsive: Are there internalprocesses in place to handle
questions orto pass along information? Be creative: Are there
opportunities toengage the public in new ways?4/26/2012 36 37.
Conclusion The public is moving, no longer limited bytime or space.
The new technologies bring with them oldchallenges and, new
opportunities Focus on a core communications programthat includes:
Accountability Responsiveness Creativity4/26/201237 38. Social
Media=Mobile Media Todays Internet is everywhere Are you ready?
Contact: Lloyd D. Brown, Director of Communications American
Association of State Highway and Transportation Officials (202)
624-5802 office (202) 677-5811 cell
[email protected]/30/201238
