This document discusses social media and provides examples of how organizations are using social media. It begins with definitions of social media and reasons for using social media such as increasing collaboration and improving communication. It then provides statistics on social media usage by age group and demographics. Examples are given of how government agencies like FEMA and NIH are using social media for initiatives like raising awareness and sharing health information. The document concludes with a case study of how the Department of Homeland Security uses an internal social media platform called IdeaFactory to engage employees.

1. What The Heck IsSocial Media? Robert M. Ford Jefferson Awards for Public Service r.ford@jeffersonawards.org Twitter: fordrm

2. Soundfamiliar?

3. Social Media: A definition “Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.” or two “Social media is people having conversations online.”

4. Why Social Media? Increase collaboration between team members Improve communication efficiency and effectiveness Retain intellectualcapital Foster community Recruittalent Drive innovation

5. 16% 36% 17% 24% 68% 28% Publish a blogPublish your own web pagesUpload video you createdUpload audio/music you createdWrite articles or stories & post Creators Post ratings / reviews Comment on someone else’s blogContribute to online forums Contribute to / edit wiki articles Critics Use RSS feeds Add “tags” to Web pages or photos“Vote” for web sites online Collectors Maintain profile on social networkVisit social network sites Joiners Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings / reviews Spectators None of the above Inactives [Source: Forrester] Who is doing what? [Baby Boomers]

6. Social Technographics - By Age Group 42% 31% 22% Creators Creators Creators 43% 44% 37% Critics Critics Critics 37% 29% 22% Collectors Collectors Collectors Male 65% 55% 34% Joiners Joiners Joiners 86% 77% 75% Spectators Spectators Spectators 9% 14% 21% Inactives Inactives Inactives 18 - 24 25 - 34 35 - 44 36% 27% 21% Creators Creators Creators 51% 40% 42% Critics Critics Critics 23% 21% 19% Collectors Collectors Collectors Female 78% 52% 32% Joiners Joiners Joiners 77% 72% 68% Spectators Spectators Spectators 10% 19% 27% Inactives Inactives Inactives 6

7. Social Technographics - By Age Group 14% 12% Creators Creators 37% 28% Critics Critics 21% 12% Collectors Collectors Male 24% 11% Joiners Joiners 70% 59% Spectators Spectators 26% 38% Inactives Inactives 45 - 54 55+ 19% 27% Creators Creators 34% 40% Critics Critics 13% 21% Collectors Collectors Female 25% 52% Joiners Joiners 66% 72% Spectators Spectators 31% 19% Inactives Inactives 7

8. Who isdoing what? 36% of Matures watch and read content created by others 43% of Gen Xers read/post on message boards 62% of Millenials socialize online 27% of Baby Boomers read blogs 25% of Gen Xers write a blog

9. Where are they doing it?

10. 14% 78% TrustsAdverts Trusts Recommendations We’re not in Kansas anymore, Toto

11. OpenHonest AuthenticDialogue Social Media Mantra

12. Engage! Participate RelinquishControl Listen Simple steps to getting started

13. LinkedIn is your business Rolodex - connecting you to your business network

14. Facebook is your personal address book - connecting you to your family and friends

16. Jan ‘09 = 150MM users

17. Apr ‘09 = 200MM users

18. 35+ users DOUBLED in last 60 daysApril 8, 2009: Facebook Hits 200MM Users 15

19. Facebook Demographics 16

20. Twitter is a virtual water cooler, where you can listen in, and jump into conversations that interest you

21. Feb 2009 10MM users, globally (700% AGR) 4MM users in US (>1000% AGR) Largest demographic is 45-54 year-olds Twitter Growth 18

22. Examples of how local government can use social media Training Effective communications Incident response Strategic public relations Knowledge management Recruiting

23. Case Study: Department of Homeland Security IdeaFactory Innovate, Collaborate, Succeed

25. Transportation Security Administration (TSA) has a large (50,000+) workforce, distributed across 450 airports and other locations

26. Issue:

27. How TSA can engage employees and ensure that every employee has a voice in the way the agency and its operations evolve?

28. How TSA can collect constant, fresh input and perspectives on improvements?

30. A participatory, collaborative and transparentwebsite that allows TSA employees to develop, promote, and improve innovative ideas

31. Employees post ideas, and rate and comment on those that interest them, participating in two-way communication with agency leadership, TSA program offices, and each other.

32. Results:

33. 40 innovative ideas (out of 9,000) have been implemented over the last two years, with more than 25,000 employees visiting the site.

34. Employees are engaged and have higher morale

36. Difficulty in raising public awareness

37. Solution:

39. Case Study: Federal Emergency Management Agency YouTube: http://www.youtube.com/user/FEMA

40. Case Study: Federal Emergency Management Agency Facebook: Federal Emergency Management Agency

41. Case Study: National Institutes of Health Partnered with Wikimedia to increase the availability of accurate medical and health information

43. Seeking to make health and science information more accessible and reliable.

44. Solution:

45. Joined forces with the Wikimedia Foundation (the nonprofit organization that operates the Wikipedia® online encyclopedia) to improve online health information.

48. Selecting service category

49. Upload images

50. ‘Tag’ story for easy searchingSharingServiceStories.org

52. Nomination automatically routed to local media partner

53. Details of nominee, nominator and organization automatically captured in CRM systemSharingServiceStories.org

55. Searchable by City/State or Zip

56. Can further search by interest areas (e.g. Health, Youth, Environment)SharingServiceStories.org

58. Content can be filtered by location and/or interest area (e.g. Youth stories in Delaware)

59. Drives traffic back to SharingServiceStories.org

60. Viral nature (one click to get one line of code)SharingServiceStories.org

62. Volunteer opportunities can be filtered by location and/or interest area (e.g. Health in Delaware)SharingServiceStories.org

63. ? Any Questions?

64. Acknowledgements All images sourced from Flickr.com, under Creative Commons licenses.