arizona digital government summit 2015 presentation - connected government- jennifer tweedy

Community EngagementUSING SOCIAL MEDIA TO COMMUNICATE & CONNECT

Jennifer Tweedy ADHS Web & New Media Manager Arizona Digital Government Summit 2015

Social & omnichannel

Were (online) social animalsSocial media is part of the fabric

Nearly 2/3 of Americans have a profile on a social media network.

52% of online adults use multiple social media sites.

Nearly 2/3 of Americans own a smartphone.

And 10% of them do not have other high-speed internet access.

MobileResponsive design matters

Snackable content & our shortening attention span (Look! Squirrel!)

Americans average 27 minutes of video a day

Facebook has overtaken YouTube (80% of video interactions!)

VideoThe changing landscape of media

34% of Americans have accessed state government services online.

32% have accessed local government.

Digital governmentCitizens look for us online

Whos out there?Demographics

Across demographicsgender, education attainment, race, age, where we live, or how much we make

social media use is prevalent.

Source: PEW Research Center & Adweek, http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

What were trying to doSome ideas about online community building

InfluencePeople trust peer reviews & recommendations more than brand outreach. We strive to be an influencer and go-to resource for public health.

Accessible governmentA connected citizen is an empowered one.

Increase public involvementSocial media affords participation & is democratizing. It gives reach of voice.

Increase our reachSocialize the information & resources we have to share.

Join the conversationMeet your online community where they are comfortable. Engagement is the real value of social media.

Put a human face on governmentGovernment is made of people. Let your community know.

Build a community for when it matters mostin an emergency.

Flood social media one-day metrics

CultureBuild community online and offline.

How we do itSome tactics

Our online community is out there. Whats important to them?

And what are they saying about our brand?

ListenAs important as everything else

Some of the mentions were listening for:

Brand SMEs

Current & evergreen campaigns Arizonas Winnable Battles

Trending

Go beyond brand mentions Theres a lot more going on out there

It shows that youre listening, that you care; its part of being accessible to those you serve.

Respond timelyIts important to your community.

Internal brand advocatesThey already believe in you.

Plan & alignCommunication schedule guides online social content.

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No fearDont fear negative feedback; use the opportunity to engage,

educate & create brand advocates

Use trending Amplify your message

94%

32%75%

miracle%

Use visuals Maximize engagement & create snackable content

Use humor This is part of being human & our communities know it.

Drive traffic to your (responsive!) website

Get your community familiar with this as the go-to channel.

Data mattersHow are you measuring whats important?

We focus on engagement more than followers.Determine what has real value & design your

KPIs around that.

Organic reach is dead(Almost)

Facebook organic reach is 2%-6%.

Social ad budget is a must.

The point of it allCogent connections

The real value of social media: connections with those we serve.

Jennifer Tweedy [email protected]

@jennifertweedy

Questions?

arizona digital government summit 2015 presentation - connected government- jennifer tweedy

Documents

pew research center

flood social media

social animalssocial

social media network

social content

multiple social media

real value of social

social omnichannelwere