social
media
strategy and intel
for local government
Tuesday, September 15, 2009
INNOVATION INSIGHT
www.innovationinsight.com
1
News
Inclusion
Friendship
Connections Support
Necessity
Opportunity
Status
Video Community
Audio
Text
Profit
Curiosity
Speed Fun
Bandwagon
Private
Networks
The
Motivation
Web
Images
The
The
Message Environment
Blogs
Forums
The
Enablers
tactical
elements
of social media
Mobile
Viral
Email
HTML
Low
Barriers Reciprocity
Bookmarking Links
Search
Tuesday, September 15, 2009
SSI
Smartphones
2
tactics without strategy is the noise
before defeat
sun tzu
Tuesday, September 15, 2009
3
Conversing, Leveraging
Market, World
Community
Listening
(Intel)
Broadcasting
(Advertising)
Organization
Personal
elements of social media
strategy
Tuesday, September 15, 2009
4
Market, World
Community
Organization
personal
communications
objectives:
•build a personal brand
•build network value
•staying informed
•establish reputation
•fundraising
•campaiging
Personal
Tuesday, September 15, 2009
5
Market, World
Community
Organization
Personal
Tuesday, September 15, 2009
internal
communications
objectives:
•document knowledge
•generate ideas
•improve retention
•reduce costs
•identify leaders
•communicate quickly
•strengthen culture
•coordinate action
6
Market, World
Community
Organization
Personal
Tuesday, September 15, 2009
community
communications
objectives:
•focus issue activity
•reduce support costs
•generate ideas
•energize enthusiasts
•cheap, fast research
•public engagement
•disseminate information
•interagency collaboration
7
Market, World
Community
Organization
general public
communications
objectives:
•increase visibility
•public opinion intel
•competing region intel
•brand / agency intel
•issue tracking
•regional benchmarking
•crisis mitigation
Personal
Tuesday, September 15, 2009
8
implementation:
grow from your comfort zone slowly
Market, World
Community
Organization
Personal
I can get
my feet wet
we can keep it
all private
we could always
pull the plug
OMG what if they
say something bad?
... but start listening at all levels now
Tuesday, September 15, 2009
9
implementation:
strength at one level can be leveraged to
the next level
Market, World
Community
Organization
Personal
leaders
ignite
employee
participation
Tuesday, September 15, 2009
employees
seed and contextualize
messages to
outside world
issue evangelists
multiply and echo
the message
everywhere
10
implementation:
Florida Sunshine Law rules may have
special implications for social media
• don’t assume that network is private
• be careful about crossing the line
between personal and official
• you might have to keep records
• do you have a strong social media
policy?
Tuesday, September 15, 2009
11
implementation:
each tool has its own strengths and
weaknesses
twitter
facebook
blogs
Tuesday, September 15, 2009
fast followers, faster news
shallow friends, noisy
deep connections, viral
private, slow building
great control, unlimited content
slow building, commitment
12
Utah.gov
City of Pittsburgh complaint dept.
San Francisco Ecofinder
Barack Obama
tactics:
smartphone apps
Tuesday, September 15, 2009
13
accessible
live
high
participno
ation unlimited
demonstrsize
ations
web
sms
telephone
inexpensive
tactics:
electronic town halls
Tuesday, September 15, 2009
14
widespread
inexpensive
polls
alerts
instant
targeted
recruitment
tactics:
sms / mobile text
Tuesday, September 15, 2009
15
Organization
InFlow analysis of
internal company
emails
Best Buy’s Blue Shirt Nation
intel:
internal wikis and
networks
Tuesday, September 15, 2009
IBM’s Wiki
Central
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City of Berkeley
Community
Southern Maryland
Orange County, CA
intel:
local
government
wikis
Tuesday, September 15, 2009
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Community
TweetDeck UserVoice
forum
Dell IdeaStorm
intel:
community idea forums
Tuesday, September 15, 2009
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Market, World
intel:
targeted news pipes, feeds and alerts
yahoo pipes
Tuesday, September 15, 2009
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Market, World
biz360
radian6
intel:
analytics dashboards
blogPulse
Tuesday, September 15, 2009
20
Market, World
techrigy SM2 / General Motors
Innovation Insight THOTH /
McCain vs. Obama
intel:
conversation mining
Tuesday, September 15, 2009
21
ask yourself before you begin:
what is your objective?
If you aim at nothing, you’ll hit it
every time
zig ziglar
Tuesday, September 15, 2009
22
guy hagen
twitter @guyhagen
email gh@innovationinsight.com
web innovationinsight.com
Tuesday, September 15, 2009
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