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Social Media, the Big Picture Beyond Facebook: Taking Social and New Media to the Next Step Lifesavers Conference Nashville, TN April 27, 2014 Presented by: Lloyd Brown Director of Communications American Association of State Highway and Transportation Officials

Lifesavers Conference Session: Beyond Facebook

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An overview of social media tools and tactics that extend beyond Facebook.

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Page 1: Lifesavers Conference Session: Beyond Facebook

Social Media, the Big PictureBeyond Facebook: Taking Social and New Media to the Next Step

Lifesavers ConferenceNashville, TNApril 27, 2014

Presented by:

Lloyd BrownDirector of CommunicationsAmerican Association of State Highway and Transportation Officials

Page 2: Lifesavers Conference Session: Beyond Facebook

What we’ll cover

• What are the trends in social media usage, tool adoption

• The current state of DOTs social media usage

Page 3: Lifesavers Conference Session: Beyond Facebook

Let’s review• 1990 - AOL rules• 1996 – Cable broadband• 1998 – “Online PR” • 2000 – Rise of streaming audio• 2002 – AOL disappearing• 2005 – What’s a blog?• 2006 – We need a blog!• 2007 – Twitter, Facebook, Linkedin• 2009 – Smart phones, iPads = mobility

To get to the heart of social

media adoption, we first must understand

Internet access.

Page 4: Lifesavers Conference Session: Beyond Facebook

Race

Education

Geography

Disability

Internet access Contributing factors Latest statistics

• Nearly 1 in 5 Americans do not use Internet

• A third of Americans with disabilities are less likely to go online

• ‘Mobile’ is changing the game

Source: Pew Internet & American Life, “Digital Differences,” April 13, 2012

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Wireless generations?• 63% of American adults

connect to the Internet wirelessly 

• However, 6 in 10 American adults connect via broadband (as of Aug. 2011) Nearly 90% of adults with

household income over $75,000 annually have broadband access.

4/26/2012 5Source: Pew Internet & American Life, “Digital Differences,” April 13, 2012

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Mobile phones open opportunitiesNew York Times:

“Other cultural forces aside, minorities, lower-income households and younger adults access the Internet at higher rates on mobile devices because they often do not have computers at home.”

4/26/2012 6

Photo by Ed Yourdon

Source: http://www.nytimes.com/2010/08/02/technology/02drill.html?_r=1

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‘Digital Divide’

The Digital Divide Is Still Leaving Americans Behind, http://mashable.com/2013/08/18/digital-divide

“However, high school students at Newark Leadership Academy told Mashable a smartphone might allow them to apply for a job or download music, but many students have found it impossible to perform the same quality of work on a smartphone that they might be able to on a personal computer.”

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SOCIAL MEDIA TRENDSIt’s a mobile world

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Social media tools

What’s so social about today’s media?• Facebook• Twitter• YouTube• Instagram

It’s all about the conversation!

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FacebookStill one of the most challenging social media outlets.

April 2014: - 1.28B users- 757M daily active

users• Privacy• Changing

algorithms• Facebook ‘fatigue’

http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/#.U1lEiVVdWSo

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Twitter Microblogging site continuing to change our news/information culture in 140 characters.

• 8 years old• 500 million ‘tweets’ a

day• Careers devastated,

careers made

http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/#.U1lFzVVdWSo

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YouTube

Search Email Shop Social network

Banking

92% 91% 71% 64% 61%

• More than 4 BILLION views a day (25% via mobile)

• More than 2 BILLION searches a day

• 83% of Gen Z visit at least monthly

Two Billion Views?

http://youtu.be/6f-z_hFpwQk

So what are people doing online?

http://expandedramblings.com/index.php/youtube-statistics/#.U1lGLVVdWSo

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Instagram• 200 million users• 20 billion photos shared• On average, users spent 257

mins./month on Instagram

http://expandedramblings.com/index.php/important-instagram-stats/

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Quick pause: Do you remember?

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Social media = All ages“Six out of ten internet users ages 50-64 are social networking site users, as are 43% of those ages 65 and older.”

- Pew Study

Source: http://pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx?view=all

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So what’s driving all of this?

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Social media usage

Source: http://sourcedigit.com/1488-social-media-trend-2013-social-networking-is-all-about-mobile/

* Per month

*

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Connected devices here to stayAmerican ownership:• Cell phones - 90%• Smartphones – 58%• Desktop/laptops - 78%• Tablet computers - 42%• E-readers - 32%

4/26/2012 18

Source: Pew Internet & American Life Project, “Device Ownership Over Time”

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Emerging social media

“… younger people have truly embraced the move to apps that are a combination of visual, mobile and social.”

– Shayla Thiel-Stern, University of Minnesota journalism professor,

digital media and culture PinterestStorifySnapChat

Vine PathBanjo

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DOT SOCIAL MEDIA USAGEThe current state of

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History of the survey

• AASHTO’s first social media survey of state DOTs published in 2010.

• 26 states were using Twitter – primarily relaying road/traffic information

• 14 states used Facebook.• 7 states had a blog• 10 states used podcasting

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It was 1-way outreach in 2010

• Survey respondents said social media was effective way of reaching an audience

• Every state relied on news releases to reach media.

• Only two states said they had reduced or cut other activities to manage social media.

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In 2013, the world changesGood bye old tools, Hello new tools

• 12 states use Pinterest, 10 states use Storify• Linkedin use cut drastically, just 16% use

podcasts• 1/3rd of states have staff dedicated to social

media full time• 11 states give employees access to social

media sites at work.

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2010 2011 2012 20130

10

20

30

40

50

60

70

80

90

100

State DOT Social Media Adoption

TwitterFacebookLinkedInFlickrBlogs VideoPodcastsPinterestStorifyOtherMobile Apps

Social media tool usageMost used social media tools

Page 25: Lifesavers Conference Session: Beyond Facebook

In 2013 Social media = Challenges

“Social media has become as equally important as traditional media.”

“Keeping pace as new trends; tools and technologies develop. It will also be a challenge to integrate employees to do this on a large scale.”

“Just not sure what will be the next helpful tool and what will be the next pointless flop.”

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Looking ahead• Social media emerging as public

involvement tool.• A social media is standard tool. Focus now

is on best practices, staffing, access to tools.

• And …

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Conclusion• The public is moving, no longer limited by

time or space.• The new technologies bring with them old

challenges … and, new opportunities• Focus on a core communications program

that includes: Accountability Responsiveness Creativity

April 10, 2014 27

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Social Media, the Big Picture

April 10, 2014 28

Contact: Lloyd D. Brown, Director of CommunicationsAmerican Association of State Highway and Transportation Officials

(202) 624-5802 office(202) 677-5811 [email protected]

Beyond Facebook: Taking Social and New Media to the Next Step