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Taking Your Agency Social - Customizing social media for use at your government agency

A case study of Oregon Secretary of State
by

Jacqueline Sowell

on 18 October 2014

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Transcript of Taking Your Agency Social - Customizing social media for use at your government agency

548 thousand new Facebook profiles
350 million tweets
422 million Facebook status updates
business cards
email signatures
QR codes
Customize social media to meet your agency's needs
Jacqueline Sowell
Social Media & Web Strategist
Oregon Secretary of State
jacqueline.sowell@state.or.us
@gotsowell | gotsowell@gmail.com
Find us on
Facebook
Twitter
YouTube
Flickr
LinkedIn
but don't hold me to that...
Governments today are operating in environments where citizens' expectations are communicated through digital means to global audiences in a matter of minutes, with incredible ramifications, as evidenced by the revolutions across the Middle East. - Borge Brende
Taking Your Agency Social
Double-Edged Sword
How to lay the groundwork for
social media success in government
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
every single day
Low barriers to participation
Interactive information sharing
Messages proliferate rapidly
Customer service platform with a one-to-many relationship
Forum where customers already spend time
Pros for Adoption
People are talking about us
whether we are listening or not
Barriers to Adoption
Budgetary and staffing constraints
Is social media IT or Communications?
Lack of in-house training and expertise
Everything is done live - Mistakes can go viral
Platforms and tools are constantly changing
Security and appropriate-use concerns
Barack Obama is the first
US president to tweet actively.
He signs his tweets -bo to
distinguish them from those of staffers.
Government agencies
Politicians
Civic groups, rotary clubs, chambers of commerce
Businesses large and small
Private citizens
Who?
Branding
or
Reputation building
Thought leadership
Engagement
Responsiveness and transparency
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
Kate Brown
Facebook
Branding
Get the word out in a time of press cutbacks
Personalize government through visuals
Express the energy and style of the agency through your social "voice"

Thought Leadership
Publicize activities, initiatives, and vision of agency leaders
Communicate value the agency provides
Interact in social real-time

Engagement
Encourage constituent and customer input and collaboration
Invite constituent participation in events

Engagement
Responsiveness
Transparency
Build trust by answering questions
Engender loyalty by helping constituents navigate government

Responsiveness
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
Social media uses web-based technologies to turn communication into interactive dialogues.
- The Social Media Sisters
create and prep team
select channels & tools
set goals
document
(cc) image by jantik on Flickr
Social Media & Web Strategist
division
division
division
staff
staff
staff
staff
staff
staff
Agency Vision
Engaging Oregonians; Innovating for the Future; Delivering Results.
Business goals & priorities
Social goals
& benchmarks
train
assemble team
social media policy
escalation protocol
social channels
style guide
best practices
GoogleAnalytics
Raven
Smarsh
blogs speeches brochures
website integration
evangelize
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
Why go social?
Who has gone social?
What's in it for your agency?
How do you get there?
Win! Measuring success
Outline
All of social media is an experiment. We measure to understand what is and is not effective.
- @gotsowell
Optimize, then repeat what is working
Benchmark regularly
Measure exposure, influence, engagement, all unique social media opportunities
Define action and conversion
Measuring Success
Exposure
Influence
Engagement
Action and Conversion
Increased use of online services
Higher traffic to site
Fewer and shorter call center calls
Less traffic to counter staff
The Ideal:
Correlate social efforts to reduced costs, a better informed public, and higher use of online services
Although only one person is awaiting your direct response, thousands may be watching.
Be authentic
Acknowledge and correct mistakes immediately
Stay out of arguments
Prepare for a crisis
Why go social?
Branding
How do you get there?
market
Jacqueline Sowell
Social Media and Web Strategist
gotsowell@gmail.com
Make it.
Monitor it.
Measure it.
Win it!
Full transcript