census social media: part 2
DESCRIPTION
A presentation for program managers and data experts at the U.S. Census Bureau. Focus on the Census engagement and federal compliant tools and Terms of Service for free social media tools available to agencies.TRANSCRIPT
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U.S. Census and Social Media
8/2/2011 1Office of Citizen Services and Innovative Technologies
Center for Excellence in Digital Government
Engagement and Outreach Team
Part 2: Census Engagement
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Agenda
• 9:00-9:10 Introduce Topic and Speakers (Rick Denby)• 9:10-9:50 Demographic Internet Staff (Census)• 9:50- 10 Break• 10:00 - 10:50 Social Media Part 1: Inform (Center for
Excellence in Digital Government, General Services Administration)
• 10:50 - 11:00 Break• 11:00 -11:20 Social Media Part 2: Engage (CEDG)• 11:20-12:05 Brainstorming Sessions / Breakout (CEDG)• 12:05 Wrap-up and adjourn (CEDG)
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We are
Jonathan Rubin(@jonathan_rubin
Tammi Marcoullier(@TammiM)
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Agenda
1. Results of Social Media survey2. Take a look at your pages / feeds3. Census issues:
• Coordinating social media• Social media tools that you might like• Data visualization – depends on tools,
4. Metrics
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Agenda
1. Results of Social Media survey
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There is verbal support but action is limited [4]
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Other Questions
• How other gov agencies are using it and how well it's worked for them
• How to use social media to get information to our data users
• Why do people feel the obsessive need to know all about useless information?
• How can / will it improve visibility of the programs SAIPE and SAHIE
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Other Questions
• Appropriate use in the office• Why should I care about social media• How can we use it to interact with our data product users
and customers?• I understand how SM can stimulate conversation /
interaction, but how has it helped to reduce agency / org costs (in terms of time/resources)?
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Agenda
1. Results of Social Media survey2. Take a look at your Twitter feed
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Let’s Open Up a Twitterfall
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Agenda
1. Results of Social Media survey2. Take a look at your pages / feeds3. Census issues:
• Coordinating social media• Social media tools that you might like• Data visualization
4. Metrics
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Who Owns Your Social Media?
Marketing?IT?Corporate Communications?Social Media Team?Management?
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Two Ways to Divide Work
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Centralized Decentralized
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Centralized
What it is: 1 person social media department • Singular control of social media accountWhere you see it: Common in orgs new to social media /
skepticalPro: Managing message is easyCon: Engaging real time with audience very difficult
(especially if international)• Voice can be one dimensional and has limited expertise
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Decentralized
What it is: Small close-knit group handles social media accounts
• Given wide latitude to deal with questionsWhere you see it: Media savvy orgs Pro: Varied experience and connect on multiple levels• Best model to create relationships and answer
questionsCon: Requires more coordination + resources
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Hybrid
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Hybrid
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Measured Voice
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Hootsuite Live Demo
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Which is More Important?
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vs. Controlled message
Customer responsiveness
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Agenda
1. Results of Social Media survey2. Take a look at your pages / feeds3. Census issues:
• Coordinating social media• Social media tools that you might like• Data visualization
4. Metrics
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Terms of service signed with:• Search tools• Blogs• Bookmarking• Document sharing• Multimedia
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Challenge.gov
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Using Public Data for Cancer Prevention and Control
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Challenge.gov
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Challenge.gov
Occupational Employment Statistics Challenge
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Web Manager University
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• Practical + affordable training • Open to federal, state, or local employees• Courses + Webinars• New Media Talks (free)• Annual Conference
• http://www.usa.gov/webcontent/wmu/schedule/
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Agenda
1. Results of Social Media survey2. Take a look at your pages / feeds3. Census issues:
• Coordinating social media• Social media tools that you might like• Data visualization
4. Metrics
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Off To a Good Start
Many Eyes
Google Public Data Explorer
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Good Magazine
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Challenge!!!
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Data.gov
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Resources
• Data Visualization Challenge - http://datavizchallenge.org/• The Best and Worst of Statistical Graphics -
http://www.datavis.ca/gallery/• Improving Visualization
http://www.improving-visualisation.org/• Open Knowledge Foundation http://okfn.org
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Agenda
1. Results of Social Media survey2. Take a look at your pages / feeds3. Census issues:
• Coordinating social media• Social media tools that you might like• Data visualization
4. Metrics
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You Can’t Manage What You Can’t Measure
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Is This Stuff Working?
• 52% of surveyed didn’t know how to measure Social Media effectiveness Source: The CMO Site, 2010
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Old Metrics
• Hits• Page Views• “Touchpoints”
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• Unique Viewers?• Bounce Rate?• User
Demographics?• Time on site?
vs
New Metrics
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Remember:
Don’t ask “What’s the right metric?”
Ask “What’s the right metric for us and this project?”
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Possible Social Media Measurement
• Visitors and sources of traffic• Network size (followers, fans, members)• Quantity of commentary about brand or product
(sentiment analysis)• When do people visit your site• Where are they coming from?• What are they looking for?
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Metrics Need to be USED, Not Just Collected
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Get Metrics
StrategyDistribute Content
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April 2011 Survey to 150 Socmed Professionals:
• 54% spend <$100 a month on metrics tools• 60% are OK with current tool• 48% would be “very disappointed” if no Twitter
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Which Tool to Monitor Twitter?
• 26% Desktop client (Tweetdeck)• 23% Mobile app (SocialScope, Tweetie)• 12% Scheduling tool (Hootsuite, CoTweet)• 12% Analytics tool (Klout, TwitterCounter)• 15% Web-based client (Brizzly, Ginx)• 4% Auto-follow tool (TwitterMass, Twollow)• 6% Notification tools (Qwitter, Social Oomph)
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Watch Out for the Time Sink
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+ +
=
Invest in Your Audience and Your Assets
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=
Social Media = Conversation Tool
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Social Media
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See you in 10 minutes
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