"Developing a Social Media Plan" - Ara Topouzian & Rob Petty, MEDA Webinar

1. Developing a Social Media Plan and Policy
Presented by:
Ara Topouzian – Economic Development Director, City of Novi
Rob Petty - Chief Information Officer, City of Novi

3. When you leave this session you will have:
1. An understanding of why you want to use Social Media for
Economic Development.
2. Knowledge of the potential legal issues involved in
utilizing social media.
3. The critical items you should consider before your
organization goes live with any social media
implementation.

4. What is a Social Network?
•
 Communities of people
who share interests and
activities
 Social networks connect
people at low cost

5. Evolution of Social Media & Networks
WEB 2.0 is the SOCIAL Web
and simply put….
It supports 2-Way Communications!!!

6. Evolution of Social Media & Networks
Member Community sites such as MySpace and Facebook
account for almost 10% of all Internet time. These sites
have a growth rate more than twice that of any of the
other largest most popular activities on the Internet
including:
1. Search
2. General Interest Portals
3. Software Manufacturers
4. Member Communities
5. Email
Source: Nielson Online, Global Index
December 2007 – December 2008

8. Evolution of Social Media & Networks
4 Main Usage Tools structured around social platforms:
 Expressing
 Sharing
 Networking
 Playing

9. Evolution of Social Media & Networks
Expressing tools allow users to express themselves, discuss
and aggregate their social life.
Publication Tools (Blogs, Wikis, Micro blogs)
Discussion Tools (Forums, IMs, Chats)
Aggregation Tools (Integration of all)

10. Evolution of Social Media & Networks
Networking tools allow users to search, connect and interact
with each others networks:
Search networks
Niche networks
Business to Business networks
Mobile networks
Networks to access tools to build other online networks

11. Evolution of Social Media & Networks
Explosion of Social Media in
Government during 2008
Presidential Campaign

12. Evolution of Social Media & Networks
What will the impact be on state and local Government?

13. SO, why use social media in your organization?
 Help achieve business goals
 Reach new audiences
 Actively engage your audience
 Provide information in a timely manner
 Increase transparency of your organization
 Expand communication tools

14. Evolution of Social Media & Networks
Forrester Research, Inc. (2009) reports:
 Adults younger than 35 approached near universal social
participation.
 Only 3% of 18-24 year olds and 10% of 25-34 year olds are
social media “inactive”.
 Almost 50% of the 18-24 year olds create content.
Social applications are necessary in every plan to reach out
or target young adults!!!

15. Evolution of Social Media & Networks
Forrester Research, Inc. (2009) reports:
 More than 4 in 5 U.S. online adults now participate in or
consume social media at least once per month.
 Most rapid growth occurred among consumers aged 35
and older.
The time to build a social marketing application for citizens
in every age group is NOW!!!

16. Evolution of Social Media & Networks

17. Social Media Issues
Legal Issues
Records Retention and FOIA
- Unique to each Web 2.0 application
Defamation
- My Mayor is better than your Mayor
Defensible Position
- Waiver
- Education

18. Social Media Issues
Technology Issues
Security
- I.T. people have control issues
Website Access
- Why we blocked Facebook
- Paid to work not play
Email Traffic
- Spam

19. Social Media – I.T. vs. Other Views (P&R, Communications)
Raise
Visibility
Site International
Outreach
Selection
SPAM

20. Our Process
Cross-departmental Venture Team was formed
Mission of Team:
To develop City of Novi Web 2.0 (Social Media)
guidelines by October 31, 2009, to enhance citizen
engagement.

21. Our Process
Research Began
- Reviewed Social Medial Demographics
- Surveyed Community and City Employed
- Researched Policies around the country
Policy Development - Considerations
- Broad Based
- Two-way vs. One-way Communication
- Simplistic / Easy to Read
- Responsibility / Maintenance

22. Outcome: Web 2.0 / Social Media Policy!
Content of “OUR” Policy
Purpose
Scope
Social Media = Interaction (making the case)
Why Use Social Media (Buy-in)
Rules of Engagement
Topic Taboos
Getting Started / Responsibilities
- Form
- Responsibility (Enforcement)

23. Launch
 “Soft Launch”
 Began with Launch of 3 Sites
- City of Novi – Facebook, Twitter, & LinkedIn
- Economic Devevopment – Facebook, Twitter, &
LinkedIn
- Novi Parks – Facebook and Twitter
- Public Safety - Nixel
 60 Day “Trial” Period

24. The Case of the Dead Red Wing…

25. The Facebook Post

26. Ummmm….
 Sidney "Sid" Gerald Abel (February 22, 1918 –
February 7, 2000) was a Canadian
professional hockey player and later coach in
the National Hockey League. His playing career
spanned from the 1938–39 season until the
1953–54 season, playing for both the Detroit
Red Wings and Chicago Black Hawks and
winning three Stanley Cups in 1943, 1950,
and 1952.

27. Frequently Asked Questions
 Limitations
 Postings
- Two way vs. one way
- Span of time for posts – 30/60/90 days
- Controversial / negative comments
- Removing them
 Waiver / Release (photos and videos)
 Staff Time and Up-Keep

28. Who’s doing it?
and many more!

29. Great Example

30. Great Example

31. City of Novi Economic Development Links
http://www.twitter.com/investnovi
http://www.facebook.com/InvestNovi

32. Questions ????
Contact Information:
Ara Topouzian
atopouzian@cityofnovi.org
Rob Petty
rpetty@cityofnovi.org