Social media plan developed for the Department of State Treasurer in August 2010.

1. derwin dubose
department of state treasurer
August 24, 2010

2. Why dst 2.0?
• The term "Web 2.0" is commonly associated with
web applications that facilitate:
– interactive information sharing
– user‐centered design
– collaboration on the World Wide Web.
• A Web 2.0 site gives its users the free choice to
interact or collaborate with each other in a social
media dialogue as creators of user‐generated
content in a virtual community, in contrast to
websites where users are limited to the passive
viewing of content that was created for them.
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3. Strategic planning process
• Understand social media
• Listen to ourselves
• Listen to others
• Create personas
• Map our assets
• Implement social media
• Refine policies and procedures
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4. UNDERSTANDING SOCIAL
MEDIA
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5. What is social media?
• Social media is a set of technologies with
community and social dimensions that enable
new business models.
• 177+ Social Networking sites currently exist
• 1,000 Internet devices in 1984 →
1,000,000 in1992 →
1,000,000,000 in 2008
(Shows the Internet is a great outreach tool)
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6. Who is using social media?
US Internet Users Who Currently Maintain a Social Networking Site Profile,
by Generation, 2007‐2009
2007 2008 2009
Millennials
71% 76% 77%
(14‐26)
Generation X
51% 57% 61%
(27‐43)
Boomers
30% 31% 46%
(44‐62)
Matures
10% 14% 36%
(63‐75)
Total
45% 48% 57%
(14‐75)
Source: Deloitte, “State of the Media Democracy Fourth Edition: Select U.S. Highlights”
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7. What channels are there?
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8. 8/24/2010 social media strategic plan 8

9. What are the benefits of using
social media?
• Reach people “where they are” and at their convenience
• As newspapers go down, Social Media is trending up, and is
becoming a needed commodity.
• Allows for two‐way conversation
• It’s free
• Viral messaging‐ public spreads message for you
• Allows public access to government
• Fastest way to get out breaking news
• You are already being talked about online and someone is
talking about your issues…so, “join the conversation.”
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10. LISTENING TO OURSELVES
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11. What communications channels
do we currently use?
nctreasurer.com, nccash.com, ncplans.com,
myncretirement.com
•Constituent letters
•Form RSD letters Web
•Treasury Notes
•UPP checks •Monitor
Postal Mail Email •On the Horizon
•Routine emails
•Annual Benefits
•401(k)/457 Statements DST Print
newsletters
•Monitor
•On the Horizon
1.0 •401(k)/457 newsletters
Media Phone
•Press releases
•Main line
•Interviews, press Outreach
•Retirement hotline
conferences •NCCash line
•Columns •Routine calls
•RSS feed •Treasurer
•Financial lit
•NCCash, LGC, RSD
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12. Who are our target audiences?
• Active public employees
• Retired public employees
• Local government officials
• Investment community
• Legislators
• Roundtable groups and associations
• Press (local and national)
• General public (financial literacy, NCCash)
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13. What are we saying?
DST Proactive Press Messaging, 1/09‐7/10
New Unclaimed
programs property
and 2%
initiatives
11%
Policy
21%
Financial
literacy
13%
"Good
News" Debt
14% 21%
Investments
18%
SOURCE: Department press releases and statements deployed
through the RSS feed since Treasurer Cowell took office.
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14. How can DST utilize Facebook and
Twitter?
• Publish relevant news stories focused on core messaging
Press releases
Strategic travel to support Office initiatives
• Make the office relevant to North Carolinians
Photo galleries
Bios/introductions
History of the Office
Why does the Office matter?
Legislative issues
• Notify key constituencies of services provided by the office*
Pre‐retirement planning
DST‐sponsored conferences and educational events
NC Cash outreach
Local Government finance tools and expertise
Innovation & Economic Development
* Emphasis on Office‐related functions and outreach to avoid ST‐centric presentation
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15. MAPPING OUR ASSETS
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16. Staffing
• Option 1: Hire a full‐
time Social Media
Manager to centrally
manage the process.
• Option 2: Making social
media a primary
responsibility of existing
staff position. SOURCE: National Institute on Retirement Security
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17. Hours
• 1‐5 Hours per Week = Participant
– A participant is at the lower end of the scale. Participants can set up MySpace or
Facebook pages and groups, run a Twitter feed, comment on blogs, and/or
upload images to a site like flickr. The most time‐consuming aspect of Twitter is
not the broadcasting aspect but finding followers who will read your content.
• 5‐10 Hours per Week = Content Provider
– A content provider can start a blog or a podcast. Both activities require slightly
more advanced technical skills and a larger time commitment. Bloggers should
aim for a minimum of at least one post per week, but two or three would be
better. Podcasts can be as infrequent as once per month.
• 10‐20 Hours per Week = Community Director
– A community director is much more involved with social media. Community
directors can get involved in community web sites, work comment boards, and
create projects in Second Life. Basically this category involves getting involved in
larger scale activities, but, once launched and running, they don't require full‐
time management.
Source: Read Write Web and message echoed by The Financial Brand
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18. Editorial Calendar
• Ensures there are topics
to cover year round
• Maintains consistent
updates
• Establishes plan for
major annual events
– Annual Report
– Annual Benefit Statement
– Peak Retirement Months
– Quarterly and Yearly
Returns
– Certain press items
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19. Tools and Resources
• Social Media Monitoring
Software
– IBM and Cisco
– Vocus and Radian 6 offer
free demos
– Google Analytics
• Photoshop or other
image software
• Video Camera and/or Flip
• Digital Camera
• Laptop
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20. IMPLEMENTING
SOCIAL MEDIA
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21. Steps to implement
DST should use social media to better
disseminate existing content and messages to
current external audiences.
1. Focus on Facebook for its initial social media
presence.
2. Secondary cross‐posting with Twitter for first
phase.
3. Long‐term development of a retirement‐
focused blog.
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22. Step 1: Facebook
• Facebook is a social networking site intended to connect
friends, family, and business associates.
• Facebook is the largest of the networking sites currently on
the web.
• Over half a billion users have Facebook accounts – 103
million American users.
• Popular features include photo sharing capability, status
updates, group sign ups, event planning and blog/website
postings.
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23. Why Facebook?
• More than 500 million active users with an average of 130 friends
• 50% of active users log on to Facebook in any given day
• People spend over 700 billion minutes per month on Facebook
• Over 900 million objects that people interact with (pages, groups,
events and community pages)
• Average user is connected to 80 community pages, groups and
events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each month.
• More than 150 million active users currently accessing Facebook
through their mobile devices.
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24. Our folks are on Facebook
Key Insights:
• Facebook’s US user base grew
from 42 million to 103 million in
2009, a 144.9% growth rate.
• The 35+ demographic now
represents more than 30% of the
entire user base.
• The 55+ audience grew a
whopping 922.7% in 2009.
Facebook Demographics and Statistics Report 2010;
www.istrategylabs.com
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25. Results from RSD Survey
Do you use online social What social media group are you
networking? subscribed to?
No, I don't
know how
to use it, None 12%
1.40%
MySpace 11%
No, I'm not
Digg .60%
interested,
21.80%
Facebook 45.70%
YouTube 13.10%
Yes,
76.80%
LinkedIn 9.20%
Twitter 8.30%
SOURCE: Internal survey of 1259 members of the North Carolina Retirement Systems under the age of 49.
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26. Step 2: Twitter
• Twitter is a “Microblog”
• What are you doing? (40 character limit)
• On website and via phone
• Send and read “tweets,” seen by “followers”
• Emerging market for social media with brand following
25 million “tweets” per day
87% aware, only 7% use it
49% of users follow brands and companies
Other Social Media: 16%
• Cross‐functionality with Facebook
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27. REFINING POLICIES AND
PROCEDURES
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28. Concrete recommendations
• Central social media manager within
Communications Team
• Unified presence across divisions
• Written policies and procedures that govern
social media use, including records retention
• Service‐level agreements for pre‐approved
content and monthly editorial calendar
• Complete integration with website and business
identity package
• Weave blog plans into website redesign process
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29. Concrete cautions
• Silos
• Unvetted posts (by
principal or staff)
• Non‐departmental
information
• Employee‐focused
communications
• Information that
makes the department
liable
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30. Next steps
• Gain senior‐level approval for moving forward
• Develop and approve policies and procedures
• Define HR functions for social media
management
• Answer strategic questions
• Develop service‐level agreements on content
• Develop mini‐plans for each social media channel
• Launch (January 1, 2011)
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