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Connecting with New Media

Connecting with New Media. Oakland County, Michigan www.oakgov.com. Jim Taylor Sandy Jurek taylorj@oakgov.com jureks@oakgov.com. Awards and Recognition. 3rd Place in 2010, County Portal Category From the Center for Digital Government.

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Connecting with New Media

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  1. Connecting with New Media Oakland County, Michigan www.oakgov.com Jim Taylor Sandy Jurek taylorj@oakgov.com jureks@oakgov.com

  2. Awards and Recognition 3rd Place in 2010, County Portal CategoryFrom the Center for Digital Government First Place in 2009 Digital Counties Survey from the Center for Digital Government

  3. New Media • Why it’s important? • Communicating through multiple channels • How can we use it? (Facebook)

  4. New Media Trends Happen Fast Years to Reach 50 Million Users Radio – 38 years TV – 13 years Internet – 4 years iPod – 3 years Facebook – 1 year 200 million users iPhone – 9 months 1 Billion Apps

  5. Smart Phones Change Everything A new University of Michigan study finds mobile technology users are highly engaged in civic life. (Campbell et al., Journal of Communication, Sept. 2010) These are “likely voters” and their numbers are growing.

  6. TREND: Mobile 97% of Adultsown 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

  7. TREND: At Home

  8. Social Networking: Connecting with people in their own networks… Facebook: 1/2 Billion active users LinkedIn: 85 million registered users “Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.” – socialnomics.net Facebook: tops Google for weekly traffic Blogs: 200,000,000 currently exist YouTube: the #2 search engine in the world Twitter: 175 million registered users

  9. Social Networking is about fishing where the fish are Where are your fish? “If you are not involved, you are not being heard!”

  10. Benefits of Social Media Why use Social Media? Two-way communication with audience rather than one-way, like broadcast or print media (interact) Connect and understand towhat 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)

  11. More Communication Channels & Broader Reach Connecting Through Multiple Channels • Blogs – Stories/online journal • Flickr – Photos/sharing • Facebook – Community/conversation • LinkedIn – Professional networking • Twitter – Micro stories/status • YouTube – Videos/sharing

  12. Smaller Budgets & Higher Expectations Expectations • Engage citizens • Build community • Deliver better services • Lower Costs • Promote and use advanced technologies use

  13. Cost Reduction/Investment Blog In 2009, Oakland County IT was asked to make $1.2 million in budget cuts 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… An Example: Cost Reduction

  14. Collaborative Cost Reduction Generate new ideas & engage employees in constructive cost reduction Employee suggestions produced substantial savings

  15. Cost Reduction/Investment Blog How does it work? 1 2 3 SUGGEST: Employees post a new idea on the blog DISCUSS: Others comment on the posted ideas EVALUATE: Weekly review of ideas by management 4 ACT: Management approves or declines each idea 5 SHARE: Management decisions are posted on the blog 6 TALLY: Running total of cost savings is posted on the blog

  16. Crowdsourcing The Crowdsourcing Pilot Project was created through an educational partnership with MSU Limited budget & resources Dedicated student team Successful project & beneficial new citizen-centric service

  17. Crowdsourcing Public forum for engaging citizens in local government decisions 1 2 • Oakland County will pose questions about: • Government priorities • Program development • And more • Citizens can: • Respond to questions • Make suggestions • Post comments • Rank proposals by voting for the ideas they like best 3 Public input is used to shape the future of County government programs and services

  18. Facebook What 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

  19. NetVolunteers What is it? Why do it? • 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 • 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

  20. NetVolunteers How does it work? 1 2 3 Identify program purpose & goals Create volunteer rewards & incentives Recruit & select volunteers 4 Provide initial training 5 Provide ongoing support 6 Conduct periodic program reviews

  21. Managing & Facilitating Social Media • Social Media Operating Procedures • Best practices/standards • Leadership buy-in • Communication • Risk vs. reward • Legal & personnel issues • Organizational culture (flexibility/agility) • Training & support

  22. Use Social Networking to… • 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

  23. Institutionalize Social Networking Embrace & Create Maintain & Respond Give them something to talk about! Standardize & Communicate Expand & Partner Empower & Train/Support Be Flexible & Learn

  24. Pitfalls! 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!” 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

  25. Questions so far? Wanna see more?

  26. Twitter What 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

  27. LinkedIN What 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

  28. Flickr What 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

  29. YouTube What 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

  30. We are all in this together Let’s Collaborate and Share

  31. Sources & Statistics • Apple product news & usage statistics http://www.apple.com/hotnews/ • comScore – market research & digital marketing intelligence http://www.comscore.com/ • Facebook usage statistics http://www.facebook.com/press/info.php?statistics • Grunwald Associates Kids’ Social Networking Study http://www.grunwald.com/surveys/sn/index.php • Mashable Social Media Guide http://mashable.com/ • Pew Internet & American Life Project http://www.pewinternet.org/ • Socialnomics Social Media Blog http://socialnomics.net/

  32. More info… http://www.oakgov.com/egov/presentations/

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