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What Would
         Charlie Do?
“Winning”
with Government 2.0
Agenda
 What’s Gov 2.0?
 Web 2.0?
 Generational Issues
 Blogs                  Podcasts
 eDocuments
                         YouTube
 Wikis
 Social Networks        Mobile Devices
     GovLoop.com        Crowd Sourcing
     Facebook
                         Open Data
     Twitter
     LinkedIn           Second Life

 RSS                    Making the Case
What’s Gov 2.0 (Your Answers!)?
What’s Gov 2.0 (Your Answers!)?
• I don't know anything about it.
• I have never heard of Government 2.0 until today.
• I'm unfamiliar with those terms.
• Never heard it before
• No clue.
• Not familiar YET.
• Nothing
• Nothing
• Nothing
• Nothing, never heard of either.
• Nothing.
What’s Gov 2.0 (Your Answers!)?
• technology and transparency
• innovations and accessibility to government information, websites,
applications, initiatives, etc. which should allow for both easier and
greater access by the public
• transitioning many processes to the web or the "cloud" and making
government less location-based and more virtual-based
• business of government and state administration should be opened
at all levels to effective public scrutiny and oversight
• to develop a more digitally intelligent government, one that uses
more social networks
• being more technologically available to my co-workers / supervisor,
providers/third-parties, and people I supervise
Social Media Training for Government
Social Media Training for Government
What’s Web 2.0?
What’s Web 2.0?
          “…activities that integrate technology,
         social interaction, and content creation.”
     Web 1.0                      Web 2.0
     •   1990 – 2000              •   2000-2010
     •   one-way communications   •   two-way communications
     •   web pages and emails     •   social media
     •   business-driven          •   user-contributed
     •   informative              •   interactive
     •   you go to the info       •   info comes to you




Source: www.usa.gov
What’s Web 2.0?
 • It’s all about people and passion
 • The rules are the same as
   personal social interaction
 • The strategies for driving and
   measuring success are the
   same as offline efforts
 • The only real change is in
   the tactics and platforms
 • This is hard work,
   there is no silver bullet
What’s Web 2.0?
 • share, collaborate and act
   faster than ever before
 • find and engage people
   of similar passions
 • build quickly towards outcomes
 • The archive of knowledge and
   ideas for future reference
Who is a skeptic?
Social media is:
• Just for kids
• Just a fad – Remember MySpace and CB Radio
• Just for our intern
                      • Too much time
                      • Too complicated
                      • Too much energy
                      • Too much duplicate work
                      • ______________?
Who was a skeptic?
REMEMBER ANY OF THESE STATEMENTS?
I don’t need to learn typing!
(That’s for the secretaries)
Email? Why do I need email?
I’ll let the kids/low-level folks do that email thing.
(Now how many emails do you get a day?)

                         Cell phone? Blackberry? Who needs ‘em?
                         Wanna reach me - call my home or office.
                         Website? We don’t need no stinkin’ website.
                         Only people on the Web are kids and geeks.
                         (Are you on the Internet right now, by chance?)
Social Media Training for Government
Four Generations
               Veterans: 1920s-1940

               Baby Boomers: 1940-1960

               Generation X: 1960-1980

               Millennials: 1980-2000


                  Web 2.0 Users?

Source: Washburn, E. Are You Ready for Generation X? Changing World View –
The Five Generations, Physician Executive. January-February 2000.
A New Generation


How about “Generation C” ?
“…an avalanche
of consumer generated
‘content’…”

Two drivers:
(1) Our creative urges
(2) Content-creating tools

- Trendwatching.com, Feb 2004
Who is
your target
 audience?
“Generation C”
By Dan Pankraz
FACT:

 GEN C is a mindset
  covering digital
creatives aged 10-35
Source: Flickr – lyzadanger’s photostream
“Generation C”
Someone of ANY age
who is actively using social media
and engages others on the Internet
with a "2.0" mindset:
creative, collaborative
and community-oriented.
“Generation C”
                                                 Generations Explained
                                                                                     % of total adult         % of internet-using
Generation Name*                    Birth Years, Ages in 2009
                                                                                     population               population
Gen Y (Millennials)                 Born 1977-1990, Ages 18-32                              26%                       30%
Gen X                               Born 1965-1976, Ages 33-44                              20%                       23%
Younger Boomers
Older Boomers
                                    Born 1955-1964, Ages 45-54
                                    Born 1946-1954, Ages 55-63
                                                                                            20%
                                                                                            13%
                                                                                                                      22%
                                                                                                                      13%
                                                                                                                                         35%
Silent Generation                   Born 1937-1945, Ages 64-72                               9%                        7%
G.I. Generation                     Born -1936, Age 73+                                      9%                        4%
Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total
internet users, and margin of error is ±3%.
*All generation labels used in this report, with the exception of “Younger -” and “Older -” Boomers, are the names conventionalized by
Howe and Strauss’s book, Generations: Strauss, William & Howe, Neil. Generations: The History of America's Future, 1584 to 2069
(Perennial, 1992). As for “Younger Boomers” and “Older Boomers”, enough research has been done to suggest that the two decades
of Baby Boomers are different enough to merit being divided into distinct generational groups.
2.0




1.0
“Generation C”


                                       Users age 18-24 = 10.6%

                                       Users age 35-54 grew 276%,
                                                 18-24 only 20%

                                       Average age = 40 yrs old

Source: http://socialcomputingjournal.com/viewcolumn.cfm?colid=824
Integrated Engagement Approach

1. Why? Tie to mission, goals, objectives, needs, gaps.
2. Who? Champion, contributors, constituents, citizens.
3. What? Content is the key to success.
4. How?     Decide which tools best meet goals.

5. When? Create a schedule to implement and evaluate.
Integrated Engagement Approach
   Traditional        “Conversation”
Content Vehicles         Vehicles      The Target

        Brochures
          Catalogs
   Course Excerpts
   Website Content
 TV Advertisements
     Video Content
   GS Connect Clips
     Event Photos
         Web Ads
     Magazine Ads
         Radio Ads
     Audio Content
Events/Conferences
  Customer Service
              Sales
Your Use of Social Media?
Your Use of Social Media?
Blogs
What is a blog?
• a website or part of a website
• short for web log
Blogs
Why create a Blog?
• share a leadership vision (and gain employee feedback)
• clarify misconceptions
• respond to common citizen inquiries
• highlight your initiatives
• feature employees and citizens
Blogs
How do you create a blog?
Step 1: Pick a Blog Platform

Step 2: Create an Account

Step 3: Name Your Blog

Step 4: Produce Content

Step 5: Publish Post!
Blogs
What makes a great blog?
• frequent content (2-3 days per week)
• two-way conversation
• diverse authors
• meets clear, real needs
Blogs
And the nominees are:
a) The TSA Blog
b) GSA’s GovGab Blog
c) USAID Impact Blog
d) Energy Blog
e) State’s DipNote
Best Blog
Wikis
What in the world is a wiki?
•   an online encyclopedia
•   a web-based tool where multiple users create,
    publish and edit information
•   a Hawaiian word for “fast”
Wikis
        You call this fast?
Wikis
Why create a wiki?
•   Provide a space for national/regional collaboration
•   Gather the intelligence of citizens / experts
•   Widen the net for broader insight / information
•   Create a crowd-corrected directory / resource
Wikis
How do you create a wiki?
Step 1: Pick a Wiki Platform
Step 2: Create an Account
Step 3: Set Up Your Wiki
Step 4: Produce Content
Step 5: Edit and Post!
Wikis
What makes a great wiki?
• clear task(s) to accomplish
• relatively open access
• involvement of key stakeholders
• editors and gardeners
Wikis
And the nominees are:
a) OMB MAX Community
b) DoD Techipedia
c) GSA’s Colab
d) BetterBuy Wiki
e) 7th Circuit Court of Appeals
Best Wiki
Wikis (or something like it)




          PiratePad.net
Social Networks
What is a social network?

                             NOT
                             JUST
                             FOR
                            KIDS!!!
Social Networks
What is a social network?

                      Information
                      Ideas
                      Insight
   Sharing            Issues
                      Individuals
                      Intelligence
Social Networks
What is a social network?
                 Collaboration
Knowledge
    Social Networks
The

Story
Founder
•   Do-Gooder: 3rd Gen Public Servant, DHS Fellow, Multiple Gov Agencies
•   Innovator: Co-Founder, Young Government Leaders
•   Award Winner: 2006 Rising Star Award, 2007 Fed 100 Winner
•   Speaker: 25+ Conferences, Brookings, Harvard Kennedy School
•   Author: Wikinomics, Federal Times, Public Manager
•   Athlete: Used to be good at golf – 3rd in State
•   Scholar: Miami (OH) and UPenn
•   Gentleman: Likes Cats and Babies
Why
Problem:
          Millions of government employees
      working on similar issues but no safe place
         to connect and share best practices.




                                           ?
Solution:
                 Online community.
    Hub to connect disparate conversations/events.
      New technology leveraged to collaborate.
What is                                                ?
Tools:
•   Blogs                                       Online community of
•   Forums
                                          government colleagues
•   Groups
•   Datasets
                                           that help each other
•   Video / Photo Sharing
                                               to do their jobs better.
•   Tools


Value:                                     40,000+ Members
•   Learn and share with peers           • Federal, state and local employees
                                         • Contractors, non-profits, academia
•   Get questions answered quickly       • International (Canada, UK, Australia, etc.)
•   Solve problems faster
•   Find and contribute best practices
What is         ?

  People Like
     You
Read / Post Blogs
GovLoop.com/Blogs
What You’ll Like on                        :
                 24-Year Fed, IBM Senior Fellow



                City Engineer, City of Geneva, IL




Blogs
What You’ll Like on                      :
                 Program Manager, NIST

                    66 Comments




 Blogs
Start or comment
on discussions in
   our Forums
GovLoop.com/Forum
What You’ll Like on                       :
                 Transportation Specialist, DOT




  Forums
What You’ll Like on            :


                      160 Comments!




 Forums
What You’ll Like on   :




 Jobs
Join Groups
GovLoop.com/Groups
What You’ll Like on   :




Tools
What You’ll Like on   :




Tools
What You’ll Like on   :




Tools
What You’ll Like on   :




Tools
What You’ll Like on   :




 Chats
Incubation
What is Facebook?
• the social network
• 3rd largest nation on earth
• mostly social, some serious
• the present and future web
Why use Facebook?
• the social network
• 3rd largest nation on earth
• mostly social, some serious
• the present and future web
How do you get started on Facebook?
Step 1: Go to Facebook.com
Step 2: Create a profile.
Step 3: Friend your kids (not your colleagues).
Step 4: Create a group or page.
Step 5: Consider games, apps and ads.
What’s a great Facebook page/group?
• Have a plan
• Engaging, regular content
• Staff it appropriately (and creatively)
• Customize it (code, URL, etc.)
And the nominees are…
• US Geological Survey
• UK Training and Development Agency
• US Army
• Centers for Disease Control and Prevention
Best Facebook Page




   Facebook.com/USArmy
Honorable Mention




Facebook.com/GetIntoTeaching
Social Media Training for Government
Honorable Mention
Honorable Mention
What is Twitter?
• Free
• “Micro-blogging”
• 140 characters or less
• Send and read user updates
     aka “Tweets”
• Text-based, but can post links / photos
• Anywhere, anytime via cell or computer
• Shared conversations
     aka “Hashtags”
GovTwit.com
http://ca.gov/Multimedia/multimedia_blogs_twitter.html
http://bit.ly.govhashtags
Why use Twitter?
•   Crowd-sourcing ideas to improve services
•   Communicating with / to citizens
•   Posting links to key information
•   Reporting incidents, sending alerts
•   Promoting events, surveys, studies, etc.
How do you get started on Twitter?
Step 1: Go to Twitter.com
Step 2: Create an Account
Step 3: Find People to Follow
Step 4: Consider Alternate Tools
Step 5: Jump in the Stream (“dialoguing” vs. “doing”)
What makes for great Twitter?
• Conversations (not just content pushing)
• Using hashtags (participation and promotion)
• Staff it appropriately (not your intern)
• Coordinate with other social media
What makes for great Twitter?
• Conversations (not just content pushing)
• Using hashtags (participation and promotion)
• Staff it appropriately (not your intern)
• Coordinate with other social media
And the nominees are…
• @Anaheim311
• @SantaClaraCity
• @LAFDTalk
• @USFWSPacific
• @YosemiteScience
Best Use of Twitter
Honorable Mention




         @Anaheim311
Honorable Mention




   @SantaClaraCity
What is LinkedIn?
• social network for business connections
• like an online resume, but better
Why use LinkedIn?
• Find people doing similar stuff
• Get in groups to collaborate
• Expand your network quickly
Best Use of LinkedIn




   Jeffrey Vargas
“I started the Chief Learning Officers
Network in late November 2008. I had
no real knowledge of Web 2.0 capacity.
I had been a member of LinkedIn for a
few months, joining because friends
bugged me to be a part of it.
After a while as a member, I began to join some
groups basically to see what would happen. I didn't
see a group for CLOs so I started the network …
because nothing was in existence in LinkedIn and
thought our community needed something – a place,
a forum, something to communicate around ideas.”
“The group has become known as a
place for leaders in learning to share
ideas / thoughts / connect …

We know that CLO's who would have
never met have connected on issues of
commonality; some folks have begun
working together / collaborating…

On a personal level, I've been invited to a
CLO's only retreat and have been asked
to be a presenter - without the network
the folks in charge of the retreat would
have never found me.”
Social Networks
And the nominees are:
a) GovLoop
b) Facebook
c) Twitter
d) LinkedIn
Best Social Network
RSS
What is RSS?
•   Really Simple Syndication
•   like a digital magazine subscription
•   automatically pushes content to readers
    and devices
RSS
Why use RSS?
•   make your content available everywhere
    beyond a single website
RSS
How do I set up RSS?
• Use tools like FeedBurner or FeedBlitz
•   See http://www.usa.gov/webcontent/technology/rss.shtml
Podcasts
What is a podcast?
• “iPod” + "broadcasting”
• a way of publishing audio files on the web so they can be
downloaded onto computers or portable listening devices
• allows users to subscribe to a feed of new audio files
• benefit = users can listen live or whenever they want
Podcasts
Why create a podcast?
• give your agency a voice
• allow people to access rich content anywhere
• inspire your staff?
• interview members of your staff doing cool stuff
• host a “radio show” and respond to questions
• share educational information
Podcasts
How do you create a podcast?
Step 1: Pick a podcast platform
Step 2: Create an account
Step 3: Name your podcast
Step 4: Produce content / establish a show time
Step 5: Run an experiment and monitor use
Podcasts
What makes a great podcast?
• frequent content (weekly is good)
• two-way conversation
• diverse content and interesting people
• brevity or break up in chunks
Podcasts
And the nominees are:
a) NOAA’s “Making Waves” or “Diving Deeper”
b) DoD’s “Armed With Science”
c) NASA Earth and Space News
d) White House “Open for Questions”
Best Podcast
Video Sharing
Why/How do you use   ?
 •   Fun?
 •   Education?
 •   Inspiration?
 •   Perspiration?
Video Sharing
Why/How could you use            in gov’t?

 • Fun!                  • Information
 • Education!            • Recruitment
                   AND
 • Inspiration!          • Retention
 • Perspiration!         • Transparency
Best Videos
Honorable Mention
Honorable Mention
Honorable Mention
What is Skype?
• Video- / Web-based video
• Skype to Skype = free
Why use Skype?
• “Face-to-face” interaction
• Low-cost rich media interaction
• Stay connected with disbursed staff
• Reduce travel costs
How do you set up Skype?
 Step 1: Create an account
Step 2: Get a web cam
Step 3: Set a time
Step 4: Consider recording calls
Step 5: Get creative
Best Use of Skype
It all started with the first ever Intelligence
Community Virtual Career Fair in March 2010
[which] spurred the idea of Skype interviews,
to go along with the ‘virtual’ theme of the career
fair and show NGA as a forward thinking agency
on the cutting edge of technology
Social Media Training for Government
Skype has been a successful tool for our hiring events, and
we will continue to utilize Skype as part of our hiring
strategy…
• Reach diverse candidates, save the agency (and applicants) time / money
• Advertise and interview candidates from across the country without leaving the
  local area (and applicants can interview from home!)
• No interviews were conducted in person; all were done online via Skype
• All panels were located at a contractor facility in the Washington, DC area
• Applicants were at their homes/businesses across the country
• Our offices and hiring managers were impressed with the high quality of the
  applicants we interviewed at this event.
Mobile Phones
Why/How do you use   ?
 •   Fun?
 •   Education?
 •   Inspiration?
 •   Perspiration?
Mobile Phones
Why/How could you use              in gov’t?


 • Fun?                  • Information
 • Education?            • Recruitment
                   AND
 • Inspiration?          • Retention
 • Perspiration?         • Transparency
Best Use of Mobile Phones
Best Use of Mobile Phones
Crowdsourcing




 http://betterbuyproject.com
Virtual Worlds
Getting Started (Or Not)
The Method
 • Define Mission Achievement
     (Products / Services / Programs / Processes)

 •   Map Achievement Path
 •   Locate Stakeholders
 •   Design Engagement
 •   Measure Outcomes
 •   Inform Next Steps
The Method: Mission Achievement

• What are your mission tenants?
• How do you achieve them?
  (Products / Services / Programs / Processes)

          • Who do you deliver value to?
          • What value do you deliver to each?
          • What resources are available?
          • What outcomes enable success?
The Method: Map Achievement Paths


For each specific outcome:
• Who are your stakeholders?
• What do you need them to do?
• Why are they going to do it?
• How will you know that an
outcome has been accomplished?
• What are all the points of
engagement that would lead to
that successful outcome?
The Method: Locate Stakeholders

The ones you know?

• Your current sites
• Lists: Events, email, snailmail
• Memberships: Associations, professional groups
• Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc.
The ones you need to meet?

• Identify primary keywords
• Search Engines: Find news sites, forums, blogs, associations
• Social Media: Groups, trending topics, internal searches
The Method: Design Engagement

Where do you want the key outcomes to take place?

• A section of your current site
• A new microsite
• As a group, cause, discussion, or page of another site
• Through an email or survey response
How are you going to get your stakeholders there?

• Online: PPC, SEO, Advertising, PR, Email, Blogging, Association
Outreach, Social Media Announcements, etc.

• Offline: Direct Mail, Telemarketing, Events, Publications, PR
• Incentives: Currency (“Innobucks”), Cash
The Method: Measure Outcomes

Traffic Analysis

•Server log analysis: AWStats, Core Metrics,
•3rd party tools: Google Analytics, Omniture
•Goal and event tracking for critical action points in the process
•What to measure: Where do users come from, what pages do they visit, what do
they accomplish, ask it questions - I wonder. . .

Topic Trending

      •     Keywords: Google Trends, Twitter, Trackur, Digg, Technorati

      •     Conversations: Blogs, groups, discussions, etc.

Reputation Monitoring (Branded related topics)

      •     Google/Twitter alerts, Trackur, Radian 6, Other online tools and services

      •     Keep it actionable
The Method: Inform Next Steps

Where can we improve?
• Mission focus?
• Project scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Metrics systems?
Tips: Inform Next Steps

 •   Building effective web pages
 •   More bullseye: Focus on the next step of the funnel
 •   An effective page: Has what I need, tells me how to get it,
     why it’s good, makes me feel smart, gives me a reason to
     take action and makes it safe and easy
 •   Headlines should speak to the user’s primary interest
 •   Calls to action should be focused and in about the same
     place on every page of the site
 •   Contact information should be on every page
 •   Contextual calls to action for next steps at the bottom of
     every page of content
 •   ALWAYS BE IMPROVING!
What’s next for us?

Web 3.0?
• 3-D / Gaming
• Mobile / Clouds
• Aggregation
• Interactive Agency Pages
What’s next for you?
What’s next for you?
What’s next for you?
1.   Join GovLoop (keep learning, get help)
2.   Get a Plan (tied to mission)
3.   Start Small (iterate often)
Thank You!
  FOR MORE INFORMATION:
http://www.govloop.com
ANDREW KRZMARZICK
Phone: (202) 352-1806
Email: Andrew@GovLoop.com
Twitter: @krazykriz
Slideshare.net/akrzmarzick
Linkedin.com/in/andrewkrzmarzick

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Social Media Training for Government

  • 1. What Would Charlie Do? “Winning” with Government 2.0
  • 2. Agenda  What’s Gov 2.0?  Web 2.0?  Generational Issues  Blogs  Podcasts  eDocuments  YouTube  Wikis  Social Networks  Mobile Devices  GovLoop.com  Crowd Sourcing  Facebook  Open Data  Twitter  LinkedIn  Second Life  RSS  Making the Case
  • 3. What’s Gov 2.0 (Your Answers!)?
  • 4. What’s Gov 2.0 (Your Answers!)? • I don't know anything about it. • I have never heard of Government 2.0 until today. • I'm unfamiliar with those terms. • Never heard it before • No clue. • Not familiar YET. • Nothing • Nothing • Nothing • Nothing, never heard of either. • Nothing.
  • 5. What’s Gov 2.0 (Your Answers!)? • technology and transparency • innovations and accessibility to government information, websites, applications, initiatives, etc. which should allow for both easier and greater access by the public • transitioning many processes to the web or the "cloud" and making government less location-based and more virtual-based • business of government and state administration should be opened at all levels to effective public scrutiny and oversight • to develop a more digitally intelligent government, one that uses more social networks • being more technologically available to my co-workers / supervisor, providers/third-parties, and people I supervise
  • 9. What’s Web 2.0? “…activities that integrate technology, social interaction, and content creation.” Web 1.0 Web 2.0 • 1990 – 2000 • 2000-2010 • one-way communications • two-way communications • web pages and emails • social media • business-driven • user-contributed • informative • interactive • you go to the info • info comes to you Source: www.usa.gov
  • 10. What’s Web 2.0? • It’s all about people and passion • The rules are the same as personal social interaction • The strategies for driving and measuring success are the same as offline efforts • The only real change is in the tactics and platforms • This is hard work, there is no silver bullet
  • 11. What’s Web 2.0? • share, collaborate and act faster than ever before • find and engage people of similar passions • build quickly towards outcomes • The archive of knowledge and ideas for future reference
  • 12. Who is a skeptic? Social media is: • Just for kids • Just a fad – Remember MySpace and CB Radio • Just for our intern • Too much time • Too complicated • Too much energy • Too much duplicate work • ______________?
  • 13. Who was a skeptic? REMEMBER ANY OF THESE STATEMENTS? I don’t need to learn typing! (That’s for the secretaries) Email? Why do I need email? I’ll let the kids/low-level folks do that email thing. (Now how many emails do you get a day?) Cell phone? Blackberry? Who needs ‘em? Wanna reach me - call my home or office. Website? We don’t need no stinkin’ website. Only people on the Web are kids and geeks. (Are you on the Internet right now, by chance?)
  • 15. Four Generations Veterans: 1920s-1940 Baby Boomers: 1940-1960 Generation X: 1960-1980 Millennials: 1980-2000 Web 2.0 Users? Source: Washburn, E. Are You Ready for Generation X? Changing World View – The Five Generations, Physician Executive. January-February 2000.
  • 16. A New Generation How about “Generation C” ?
  • 17. “…an avalanche of consumer generated ‘content’…” Two drivers: (1) Our creative urges (2) Content-creating tools - Trendwatching.com, Feb 2004
  • 18. Who is your target audience?
  • 20. FACT: GEN C is a mindset covering digital creatives aged 10-35
  • 21. Source: Flickr – lyzadanger’s photostream
  • 22. “Generation C” Someone of ANY age who is actively using social media and engages others on the Internet with a "2.0" mindset: creative, collaborative and community-oriented.
  • 23. “Generation C” Generations Explained % of total adult % of internet-using Generation Name* Birth Years, Ages in 2009 population population Gen Y (Millennials) Born 1977-1990, Ages 18-32 26% 30% Gen X Born 1965-1976, Ages 33-44 20% 23% Younger Boomers Older Boomers Born 1955-1964, Ages 45-54 Born 1946-1954, Ages 55-63 20% 13% 22% 13% 35% Silent Generation Born 1937-1945, Ages 64-72 9% 7% G.I. Generation Born -1936, Age 73+ 9% 4% Source: Pew Internet & American Life Project December 2008 survey. N=2,253 total adults, and margin of error is ±2%. N=1,650 total internet users, and margin of error is ±3%. *All generation labels used in this report, with the exception of “Younger -” and “Older -” Boomers, are the names conventionalized by Howe and Strauss’s book, Generations: Strauss, William & Howe, Neil. Generations: The History of America's Future, 1584 to 2069 (Perennial, 1992). As for “Younger Boomers” and “Older Boomers”, enough research has been done to suggest that the two decades of Baby Boomers are different enough to merit being divided into distinct generational groups.
  • 25. “Generation C” Users age 18-24 = 10.6% Users age 35-54 grew 276%, 18-24 only 20% Average age = 40 yrs old Source: http://socialcomputingjournal.com/viewcolumn.cfm?colid=824
  • 26. Integrated Engagement Approach 1. Why? Tie to mission, goals, objectives, needs, gaps. 2. Who? Champion, contributors, constituents, citizens. 3. What? Content is the key to success. 4. How? Decide which tools best meet goals. 5. When? Create a schedule to implement and evaluate.
  • 27. Integrated Engagement Approach Traditional “Conversation” Content Vehicles Vehicles The Target Brochures Catalogs Course Excerpts Website Content TV Advertisements Video Content GS Connect Clips Event Photos Web Ads Magazine Ads Radio Ads Audio Content Events/Conferences Customer Service Sales
  • 28. Your Use of Social Media?
  • 29. Your Use of Social Media?
  • 30. Blogs What is a blog? • a website or part of a website • short for web log
  • 31. Blogs Why create a Blog? • share a leadership vision (and gain employee feedback) • clarify misconceptions • respond to common citizen inquiries • highlight your initiatives • feature employees and citizens
  • 32. Blogs How do you create a blog? Step 1: Pick a Blog Platform Step 2: Create an Account Step 3: Name Your Blog Step 4: Produce Content Step 5: Publish Post!
  • 33. Blogs What makes a great blog? • frequent content (2-3 days per week) • two-way conversation • diverse authors • meets clear, real needs
  • 34. Blogs And the nominees are: a) The TSA Blog b) GSA’s GovGab Blog c) USAID Impact Blog d) Energy Blog e) State’s DipNote
  • 36. Wikis What in the world is a wiki? • an online encyclopedia • a web-based tool where multiple users create, publish and edit information • a Hawaiian word for “fast”
  • 37. Wikis You call this fast?
  • 38. Wikis Why create a wiki? • Provide a space for national/regional collaboration • Gather the intelligence of citizens / experts • Widen the net for broader insight / information • Create a crowd-corrected directory / resource
  • 39. Wikis How do you create a wiki? Step 1: Pick a Wiki Platform Step 2: Create an Account Step 3: Set Up Your Wiki Step 4: Produce Content Step 5: Edit and Post!
  • 40. Wikis What makes a great wiki? • clear task(s) to accomplish • relatively open access • involvement of key stakeholders • editors and gardeners
  • 41. Wikis And the nominees are: a) OMB MAX Community b) DoD Techipedia c) GSA’s Colab d) BetterBuy Wiki e) 7th Circuit Court of Appeals
  • 43. Wikis (or something like it) PiratePad.net
  • 44. Social Networks What is a social network? NOT JUST FOR KIDS!!!
  • 45. Social Networks What is a social network? Information Ideas Insight Sharing Issues Individuals Intelligence
  • 46. Social Networks What is a social network? Collaboration Knowledge Social Networks
  • 48. Founder • Do-Gooder: 3rd Gen Public Servant, DHS Fellow, Multiple Gov Agencies • Innovator: Co-Founder, Young Government Leaders • Award Winner: 2006 Rising Star Award, 2007 Fed 100 Winner • Speaker: 25+ Conferences, Brookings, Harvard Kennedy School • Author: Wikinomics, Federal Times, Public Manager • Athlete: Used to be good at golf – 3rd in State • Scholar: Miami (OH) and UPenn • Gentleman: Likes Cats and Babies
  • 49. Why Problem: Millions of government employees working on similar issues but no safe place to connect and share best practices. ? Solution: Online community. Hub to connect disparate conversations/events. New technology leveraged to collaborate.
  • 50. What is ? Tools: • Blogs Online community of • Forums government colleagues • Groups • Datasets that help each other • Video / Photo Sharing to do their jobs better. • Tools Value: 40,000+ Members • Learn and share with peers • Federal, state and local employees • Contractors, non-profits, academia • Get questions answered quickly • International (Canada, UK, Australia, etc.) • Solve problems faster • Find and contribute best practices
  • 51. What is ? People Like You
  • 52. Read / Post Blogs GovLoop.com/Blogs
  • 53. What You’ll Like on : 24-Year Fed, IBM Senior Fellow City Engineer, City of Geneva, IL Blogs
  • 54. What You’ll Like on : Program Manager, NIST 66 Comments Blogs
  • 55. Start or comment on discussions in our Forums GovLoop.com/Forum
  • 56. What You’ll Like on : Transportation Specialist, DOT Forums
  • 57. What You’ll Like on : 160 Comments! Forums
  • 58. What You’ll Like on : Jobs
  • 60. What You’ll Like on : Tools
  • 61. What You’ll Like on : Tools
  • 62. What You’ll Like on : Tools
  • 63. What You’ll Like on : Tools
  • 64. What You’ll Like on : Chats
  • 66. What is Facebook? • the social network • 3rd largest nation on earth • mostly social, some serious • the present and future web
  • 67. Why use Facebook? • the social network • 3rd largest nation on earth • mostly social, some serious • the present and future web
  • 68. How do you get started on Facebook? Step 1: Go to Facebook.com Step 2: Create a profile. Step 3: Friend your kids (not your colleagues). Step 4: Create a group or page. Step 5: Consider games, apps and ads.
  • 69. What’s a great Facebook page/group? • Have a plan • Engaging, regular content • Staff it appropriately (and creatively) • Customize it (code, URL, etc.)
  • 70. And the nominees are… • US Geological Survey • UK Training and Development Agency • US Army • Centers for Disease Control and Prevention
  • 71. Best Facebook Page Facebook.com/USArmy
  • 76. What is Twitter? • Free • “Micro-blogging” • 140 characters or less • Send and read user updates  aka “Tweets” • Text-based, but can post links / photos • Anywhere, anytime via cell or computer • Shared conversations  aka “Hashtags”
  • 80. Why use Twitter? • Crowd-sourcing ideas to improve services • Communicating with / to citizens • Posting links to key information • Reporting incidents, sending alerts • Promoting events, surveys, studies, etc.
  • 81. How do you get started on Twitter? Step 1: Go to Twitter.com Step 2: Create an Account Step 3: Find People to Follow Step 4: Consider Alternate Tools Step 5: Jump in the Stream (“dialoguing” vs. “doing”)
  • 82. What makes for great Twitter? • Conversations (not just content pushing) • Using hashtags (participation and promotion) • Staff it appropriately (not your intern) • Coordinate with other social media
  • 83. What makes for great Twitter? • Conversations (not just content pushing) • Using hashtags (participation and promotion) • Staff it appropriately (not your intern) • Coordinate with other social media
  • 84. And the nominees are… • @Anaheim311 • @SantaClaraCity • @LAFDTalk • @USFWSPacific • @YosemiteScience
  • 85. Best Use of Twitter
  • 86. Honorable Mention @Anaheim311
  • 87. Honorable Mention @SantaClaraCity
  • 88. What is LinkedIn? • social network for business connections • like an online resume, but better
  • 89. Why use LinkedIn? • Find people doing similar stuff • Get in groups to collaborate • Expand your network quickly
  • 90. Best Use of LinkedIn Jeffrey Vargas
  • 91. “I started the Chief Learning Officers Network in late November 2008. I had no real knowledge of Web 2.0 capacity. I had been a member of LinkedIn for a few months, joining because friends bugged me to be a part of it. After a while as a member, I began to join some groups basically to see what would happen. I didn't see a group for CLOs so I started the network … because nothing was in existence in LinkedIn and thought our community needed something – a place, a forum, something to communicate around ideas.”
  • 92. “The group has become known as a place for leaders in learning to share ideas / thoughts / connect … We know that CLO's who would have never met have connected on issues of commonality; some folks have begun working together / collaborating… On a personal level, I've been invited to a CLO's only retreat and have been asked to be a presenter - without the network the folks in charge of the retreat would have never found me.”
  • 93. Social Networks And the nominees are: a) GovLoop b) Facebook c) Twitter d) LinkedIn
  • 95. RSS What is RSS? • Really Simple Syndication • like a digital magazine subscription • automatically pushes content to readers and devices
  • 96. RSS Why use RSS? • make your content available everywhere beyond a single website
  • 97. RSS How do I set up RSS? • Use tools like FeedBurner or FeedBlitz • See http://www.usa.gov/webcontent/technology/rss.shtml
  • 98. Podcasts What is a podcast? • “iPod” + "broadcasting” • a way of publishing audio files on the web so they can be downloaded onto computers or portable listening devices • allows users to subscribe to a feed of new audio files • benefit = users can listen live or whenever they want
  • 99. Podcasts Why create a podcast? • give your agency a voice • allow people to access rich content anywhere • inspire your staff? • interview members of your staff doing cool stuff • host a “radio show” and respond to questions • share educational information
  • 100. Podcasts How do you create a podcast? Step 1: Pick a podcast platform Step 2: Create an account Step 3: Name your podcast Step 4: Produce content / establish a show time Step 5: Run an experiment and monitor use
  • 101. Podcasts What makes a great podcast? • frequent content (weekly is good) • two-way conversation • diverse content and interesting people • brevity or break up in chunks
  • 102. Podcasts And the nominees are: a) NOAA’s “Making Waves” or “Diving Deeper” b) DoD’s “Armed With Science” c) NASA Earth and Space News d) White House “Open for Questions”
  • 104. Video Sharing Why/How do you use ? • Fun? • Education? • Inspiration? • Perspiration?
  • 105. Video Sharing Why/How could you use in gov’t? • Fun! • Information • Education! • Recruitment AND • Inspiration! • Retention • Perspiration! • Transparency
  • 110. What is Skype? • Video- / Web-based video • Skype to Skype = free
  • 111. Why use Skype? • “Face-to-face” interaction • Low-cost rich media interaction • Stay connected with disbursed staff • Reduce travel costs
  • 112. How do you set up Skype? Step 1: Create an account Step 2: Get a web cam Step 3: Set a time Step 4: Consider recording calls Step 5: Get creative
  • 113. Best Use of Skype
  • 114. It all started with the first ever Intelligence Community Virtual Career Fair in March 2010 [which] spurred the idea of Skype interviews, to go along with the ‘virtual’ theme of the career fair and show NGA as a forward thinking agency on the cutting edge of technology
  • 116. Skype has been a successful tool for our hiring events, and we will continue to utilize Skype as part of our hiring strategy… • Reach diverse candidates, save the agency (and applicants) time / money • Advertise and interview candidates from across the country without leaving the local area (and applicants can interview from home!) • No interviews were conducted in person; all were done online via Skype • All panels were located at a contractor facility in the Washington, DC area • Applicants were at their homes/businesses across the country • Our offices and hiring managers were impressed with the high quality of the applicants we interviewed at this event.
  • 117. Mobile Phones Why/How do you use ? • Fun? • Education? • Inspiration? • Perspiration?
  • 118. Mobile Phones Why/How could you use in gov’t? • Fun? • Information • Education? • Recruitment AND • Inspiration? • Retention • Perspiration? • Transparency
  • 119. Best Use of Mobile Phones
  • 120. Best Use of Mobile Phones
  • 124. The Method • Define Mission Achievement (Products / Services / Programs / Processes) • Map Achievement Path • Locate Stakeholders • Design Engagement • Measure Outcomes • Inform Next Steps
  • 125. The Method: Mission Achievement • What are your mission tenants? • How do you achieve them? (Products / Services / Programs / Processes) • Who do you deliver value to? • What value do you deliver to each? • What resources are available? • What outcomes enable success?
  • 126. The Method: Map Achievement Paths For each specific outcome: • Who are your stakeholders? • What do you need them to do? • Why are they going to do it? • How will you know that an outcome has been accomplished? • What are all the points of engagement that would lead to that successful outcome?
  • 127. The Method: Locate Stakeholders The ones you know? • Your current sites • Lists: Events, email, snailmail • Memberships: Associations, professional groups • Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc. The ones you need to meet? • Identify primary keywords • Search Engines: Find news sites, forums, blogs, associations • Social Media: Groups, trending topics, internal searches
  • 128. The Method: Design Engagement Where do you want the key outcomes to take place? • A section of your current site • A new microsite • As a group, cause, discussion, or page of another site • Through an email or survey response How are you going to get your stakeholders there? • Online: PPC, SEO, Advertising, PR, Email, Blogging, Association Outreach, Social Media Announcements, etc. • Offline: Direct Mail, Telemarketing, Events, Publications, PR • Incentives: Currency (“Innobucks”), Cash
  • 129. The Method: Measure Outcomes Traffic Analysis •Server log analysis: AWStats, Core Metrics, •3rd party tools: Google Analytics, Omniture •Goal and event tracking for critical action points in the process •What to measure: Where do users come from, what pages do they visit, what do they accomplish, ask it questions - I wonder. . . Topic Trending • Keywords: Google Trends, Twitter, Trackur, Digg, Technorati • Conversations: Blogs, groups, discussions, etc. Reputation Monitoring (Branded related topics) • Google/Twitter alerts, Trackur, Radian 6, Other online tools and services • Keep it actionable
  • 130. The Method: Inform Next Steps Where can we improve? • Mission focus? • Project scope? • More / better outcomes? • Stakeholder engagement? • Engagement points? • Engagement vehicles? • Metrics systems?
  • 131. Tips: Inform Next Steps • Building effective web pages • More bullseye: Focus on the next step of the funnel • An effective page: Has what I need, tells me how to get it, why it’s good, makes me feel smart, gives me a reason to take action and makes it safe and easy • Headlines should speak to the user’s primary interest • Calls to action should be focused and in about the same place on every page of the site • Contact information should be on every page • Contextual calls to action for next steps at the bottom of every page of content • ALWAYS BE IMPROVING!
  • 132. What’s next for us? Web 3.0? • 3-D / Gaming • Mobile / Clouds • Aggregation • Interactive Agency Pages
  • 135. What’s next for you? 1. Join GovLoop (keep learning, get help) 2. Get a Plan (tied to mission) 3. Start Small (iterate often)
  • 136. Thank You! FOR MORE INFORMATION: http://www.govloop.com ANDREW KRZMARZICK Phone: (202) 352-1806 Email: Andrew@GovLoop.com Twitter: @krazykriz Slideshare.net/akrzmarzick Linkedin.com/in/andrewkrzmarzick