E D M O N T O N

Thin Edge of a Wedge Starting Small with Social Media January 2010

Jas Darrah Communications

Case Study Albertarsquos

Capital City

E D M O N T O N

Presentation notebull Many slides are included for reference and

will not be discussed in presentation

bull Content is ldquocopyleftrdquo you are allowed to use ideas or content for your presentations and strategies

E D M O N T O N

Case study City of Edmontonbull Capital City for Province of Alberta

bull Municipal government for 782000 within city (and 1 million in capital region)

bull Jurisdiction for delivering services people see every day ndash transit road repair police drainage libraries snow clearing parks maintenance rec centres firefightershellip

bull 10000 city staff very de-centralized units

bull Communications manages (distributed) media relations Web content approvals

bull City Web 10 moving to 15 Web 20Gov 20 - future

E D M O N T O N

Scope through Communications lensbull No experts

bull Personal PR Journalism Pol Sci ChangeCamper nerd

bull Different perspective from IT Web Office Marketing Projects Public Involvementhellip (complementary)

bull Communications Goalsndash Manage Reputation Brand Image (of Citycity)ndash Informincrease awarenessndash Change perceptionndash Changecreate behaviour

bull Stimulate 2-way communication

E D M O N T O N

Case study City social mediabull RSS feeds

bull Connect 2 Edmonton Forum community

bull Podcasts - weekly

bull Twitter ndash City microblog

bull Flickr site

bull Facebook (Fan page)

bull YouTube

bull Blog - Transforming Edmonton

bull Google docs

bull EdmontonStoriescom

bull Expo2017 Twitter Facebook Youtube

bull Library Twitter Facebook

bull EEDC Twitter Photo Gallery

bull Facebook volunteer team groups

bull Public input forums surveys etc (ETS ndash Airport)

wwwedmontoncaSocialMedia

E D M O N T O N

Case Study key lessonsbull Make slow deliberate steps to foster adoption

bull Start with small projects backed by a big strategy

bull Create framework that allows others to push their projects forward in integrated manner

bull Capitalize on projects already through the gate and integrate with developing projects

bull Engage as many people as possible

bull Empower champions

bull Increase overall understanding of Social media in the organization hellip and community

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Presentation notebull Many slides are included for reference and

will not be discussed in presentation

bull Content is ldquocopyleftrdquo you are allowed to use ideas or content for your presentations and strategies

E D M O N T O N

Case study City of Edmontonbull Capital City for Province of Alberta

bull Municipal government for 782000 within city (and 1 million in capital region)

bull Jurisdiction for delivering services people see every day ndash transit road repair police drainage libraries snow clearing parks maintenance rec centres firefightershellip

bull 10000 city staff very de-centralized units

bull Communications manages (distributed) media relations Web content approvals

bull City Web 10 moving to 15 Web 20Gov 20 - future

E D M O N T O N

Scope through Communications lensbull No experts

bull Personal PR Journalism Pol Sci ChangeCamper nerd

bull Different perspective from IT Web Office Marketing Projects Public Involvementhellip (complementary)

bull Communications Goalsndash Manage Reputation Brand Image (of Citycity)ndash Informincrease awarenessndash Change perceptionndash Changecreate behaviour

bull Stimulate 2-way communication

E D M O N T O N

Case study City social mediabull RSS feeds

bull Connect 2 Edmonton Forum community

bull Podcasts - weekly

bull Twitter ndash City microblog

bull Flickr site

bull Facebook (Fan page)

bull YouTube

bull Blog - Transforming Edmonton

bull Google docs

bull EdmontonStoriescom

bull Expo2017 Twitter Facebook Youtube

bull Library Twitter Facebook

bull EEDC Twitter Photo Gallery

bull Facebook volunteer team groups

bull Public input forums surveys etc (ETS ndash Airport)

wwwedmontoncaSocialMedia

E D M O N T O N

Case Study key lessonsbull Make slow deliberate steps to foster adoption

bull Start with small projects backed by a big strategy

bull Create framework that allows others to push their projects forward in integrated manner

bull Capitalize on projects already through the gate and integrate with developing projects

bull Engage as many people as possible

bull Empower champions

bull Increase overall understanding of Social media in the organization hellip and community

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Case study City of Edmontonbull Capital City for Province of Alberta

bull Municipal government for 782000 within city (and 1 million in capital region)

bull Jurisdiction for delivering services people see every day ndash transit road repair police drainage libraries snow clearing parks maintenance rec centres firefightershellip

bull 10000 city staff very de-centralized units

bull Communications manages (distributed) media relations Web content approvals

bull City Web 10 moving to 15 Web 20Gov 20 - future

E D M O N T O N

Scope through Communications lensbull No experts

bull Personal PR Journalism Pol Sci ChangeCamper nerd

bull Different perspective from IT Web Office Marketing Projects Public Involvementhellip (complementary)

bull Communications Goalsndash Manage Reputation Brand Image (of Citycity)ndash Informincrease awarenessndash Change perceptionndash Changecreate behaviour

bull Stimulate 2-way communication

E D M O N T O N

Case study City social mediabull RSS feeds

bull Connect 2 Edmonton Forum community

bull Podcasts - weekly

bull Twitter ndash City microblog

bull Flickr site

bull Facebook (Fan page)

bull YouTube

bull Blog - Transforming Edmonton

bull Google docs

bull EdmontonStoriescom

bull Expo2017 Twitter Facebook Youtube

bull Library Twitter Facebook

bull EEDC Twitter Photo Gallery

bull Facebook volunteer team groups

bull Public input forums surveys etc (ETS ndash Airport)

wwwedmontoncaSocialMedia

E D M O N T O N

Case Study key lessonsbull Make slow deliberate steps to foster adoption

bull Start with small projects backed by a big strategy

bull Create framework that allows others to push their projects forward in integrated manner

bull Capitalize on projects already through the gate and integrate with developing projects

bull Engage as many people as possible

bull Empower champions

bull Increase overall understanding of Social media in the organization hellip and community

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Scope through Communications lensbull No experts

bull Personal PR Journalism Pol Sci ChangeCamper nerd

bull Different perspective from IT Web Office Marketing Projects Public Involvementhellip (complementary)

bull Communications Goalsndash Manage Reputation Brand Image (of Citycity)ndash Informincrease awarenessndash Change perceptionndash Changecreate behaviour

bull Stimulate 2-way communication

E D M O N T O N

Case study City social mediabull RSS feeds

bull Connect 2 Edmonton Forum community

bull Podcasts - weekly

bull Twitter ndash City microblog

bull Flickr site

bull Facebook (Fan page)

bull YouTube

bull Blog - Transforming Edmonton

bull Google docs

bull EdmontonStoriescom

bull Expo2017 Twitter Facebook Youtube

bull Library Twitter Facebook

bull EEDC Twitter Photo Gallery

bull Facebook volunteer team groups

bull Public input forums surveys etc (ETS ndash Airport)

wwwedmontoncaSocialMedia

E D M O N T O N

Case Study key lessonsbull Make slow deliberate steps to foster adoption

bull Start with small projects backed by a big strategy

bull Create framework that allows others to push their projects forward in integrated manner

bull Capitalize on projects already through the gate and integrate with developing projects

bull Engage as many people as possible

bull Empower champions

bull Increase overall understanding of Social media in the organization hellip and community

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Case study City social mediabull RSS feeds

bull Connect 2 Edmonton Forum community

bull Podcasts - weekly

bull Twitter ndash City microblog

bull Flickr site

bull Facebook (Fan page)

bull YouTube

bull Blog - Transforming Edmonton

bull Google docs

bull EdmontonStoriescom

bull Expo2017 Twitter Facebook Youtube

bull Library Twitter Facebook

bull EEDC Twitter Photo Gallery

bull Facebook volunteer team groups

bull Public input forums surveys etc (ETS ndash Airport)

wwwedmontoncaSocialMedia

E D M O N T O N

Case Study key lessonsbull Make slow deliberate steps to foster adoption

bull Start with small projects backed by a big strategy

bull Create framework that allows others to push their projects forward in integrated manner

bull Capitalize on projects already through the gate and integrate with developing projects

bull Engage as many people as possible

bull Empower champions

bull Increase overall understanding of Social media in the organization hellip and community

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Case Study key lessonsbull Make slow deliberate steps to foster adoption

bull Start with small projects backed by a big strategy

bull Create framework that allows others to push their projects forward in integrated manner

bull Capitalize on projects already through the gate and integrate with developing projects

bull Engage as many people as possible

bull Empower champions

bull Increase overall understanding of Social media in the organization hellip and community

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Case Study key lessonsbull Innovate

ndash Take chances with social mediandash But follow rules (take few chances in social media)

bull Government has a much lower tolerance for mistakes than in private sector

bull Do goodndash Be guided by serving citizens better

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Why should City be interestedbull Municipal governance must be inherently

social regardless of media

bull ROI 1 = Risk of Ignoring is too great (see horror stories ndash from Dell to Dominorsquos)

bull ROI 2 = Return on Investment (of tax dollar$ demands citizen information interaction involvement overcome ldquovoter apathyrdquohellip)

bull But ndash must have good case for use of tax$ (staff time) for any project even social media

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Convergence for overall SM strategy1 requests for smaller projects that use SM to

advance goals (intrsquol conf emergency systhellip)ndash Ad hoc communications evaluation

2 need for several strategies to target citizen satisfaction and understanding in municipal tax system

ndash Needs framework to plan Both cases SM is complementary to strategies using

other channels

3 Economy = toilet ndash need to save $ innovate and scale up efficiency of

interactions

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Municipal Tax System report Aug 2008bull Mayorrsquos inquiry Strategy to support more effective two-way citizen

communication on the topic of Edmontonrsquos municipal tax system and budgets Approved by council

bull Research-based strategy (focus groups 800-citizen survey analysis)ndash Enhance communications and feedback in the identified areas and on the

most important citizen-identified issuesndash Refine existing communications tools to make the information that the City

puts out on the City operations budget and tax processes easier for citizens to access understand and provide input back to the City

ndash Look beyond budget impacts by ensuring that citizen input helps Council and Administration to consider policy options based on whatrsquos been heard from citizens

ndash Develop of a process to engage citizens in the Cityrsquos efforts to look at long-term improvements to the municipal tax system ongoing dialogue on goal-based operations

ndash Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens

ndash Ongoing development of communication tools for 2009 and recommendations for process improvements that will help lead to improved citizen perception of the City effectivenesshellip

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Survey Said ldquoGovernmentrdquo issuebull Citizens quite satisfied with what the City

provides (Annual Citizen Satisfaction Survey)

bull But skepticism about how the City operates (2008 Longwoods Survey and study)

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Disconnect between what and how

Satisfaction with Services and Programs

Satisfaction with City Government Performance

(Banister Annual Survey) (Longwoods Tax System Survey)

Baseline measures help future evaluation

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

ldquoGovernmentrdquo perceptionbull City was perceived

to be weak in top satisfaction driversndash Listening to

and responding to citizensndash Communicating complex issuesndash Transparency (open honest)

bull demonstrate tax value looking for savingsbull alignment with citizen priorities

Importance

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Strategies to overcome negative perception about ldquohow we governrdquobull Increase transparency

bull Build relationships with Edmontonians

bull 2-way communications

bull Demonstrate listening

bull Demonstrate priorities engage in priority-setting

bull Convey value of services continuous improvement efficiencies

These became building

blocks for SM

strategy and

message platform for persuading

leaders

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Strategy to align prioritiesbull Perception or actual misalignment

bull Apply the long tail to public policyndash Networked markets are more trustworthy than info

from a single sourcendash Networked consumers know more about a product

than the company ever knowsndash In development with projects like Open Data

Initiative

httptinyurlcomeaveslongtailpolicy

bull Community building ie BlogCamp

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

All org need to reinforce reputation bull Communications objectives

ndash Increase awarenessunderstanding improve connections help objectives of business units

bull Convey competent govrsquotagencyndash Prepared strong plans to deliver

operationsservicesndash Deliver on citizen priorities

bull Good governmentndash Transparent open and responsivendash Professional respectful comprised of people with

expertise

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

City pursued new methods of 2-way communication with citizensSocial media = new ways to engage citizens

bull New way to communicate City messages and demonstrate listening and transparency

bull To persuade leaders to allow development of Social Media strategy must emphasizendash NOT about the technologiesndash ALL about the Relationships and Conversationsndash Blog RSS microblog Facebookhellip are all just tools in Social

Media toolbox each suited for different task

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Persuading the leadershipbull Consistent reasons provided at different

timesvenues (formal and informal)bull Convey clear objectives show with small projectsbull Coordinate Communications team with centralized

responsibility on the issuebull Respect the process of bureaucracybull Work with all levels of bureaucracybull Capitalize on early successesbull Instill confidence for your understanding of tools

risks and objectivesbull Talk about time savings as much as time

requirements

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Persuading the org - approvalsBlogbull Web IT commhellipstrategic

advisors ldquoteamrdquo

bull Communications senior team

bull DCMO leadership team

bull HR Records Management Legalhellip

bull Web Steering Committee

bull Senior Management Team

Connect to Edmontonbull Communications Legal

bull EEDC

bull City Council

Monitoringbull Communications

Twitterbull Communications

bull DCMO

bull Social media ldquoteamrdquo All tools get staff on board

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Convey clear objectivesbull Role of key tools in

managing emergency addressing crisis

bull Role in labour issues

bull Role in talent recruitment to City

bull Role in labour attraction to city

bull Role in building pride

bull Role in engaging people for participation in eventsactivities for informing people compiling public input

bull Tracking effectiveness of initiatives such as social marketing (behaviour change)

- Complement other tactics - Measurable objectives

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Convey clear approach per objectives

Emergencycrisislabour

bull Must 1st establish strong presence as source of credible frequent and reliable information

bull Build trust early grow audience

bull When needed mobilize action to make tools useful effective

Tracking effectiveness

bull Must listen listen listen

bull Participate and probe on issues or ask questions then listen listen listenhellip

Role in engaging people

bull Must go where people go to connect to recruit build pride attract

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Answer leadersrsquo questions up frontbull How much time will this take my staff and cost (how

much will it save)

bull What are the risks hellipof relinquishing control of message of legal accountability of citizen input comments (risk of doing nothing)

bull Privacy issues

bull Who will manage our staffrsquos contributions

bull Have you consultedhellip legal IT HR Doughellip

bull What is the approach to each tool who approves content who responds howwhenhellip

bull Use examples to demonstrate successes

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Convey Advantages with SM toolsbull Another channel and format to reach people

bull Humanizes the City organization ndash credibility = trust

bull Increases knowledge about what people are saying and whatrsquos going on (ie informal surveys online focus groups monitoring)

bull Demonstrate listening and responsiveness

bull Provides immediacy of posting

bull Viral information spread = greater reach

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

More benefitsbull Stimulates conversation engagement in issues context

bull Link to services rich content (video images audio)

bull Build relationships for future opportunities communities of support

bull Establish web presence as recognized source of info especially beneficial for crises need for unfiltered messages

bull Showcase expertise transparency

bull Measure traffic interest support

bull Low dollar cost for implementing

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Convey concerns with SM bull Privacy (personal perspective)

bull Relinquishing ldquocontrol of the messagerdquo

bull Risk of online criticism

bull Unbridled discussion can distort focus of your efforts ndash create potential for stormcrisis

bull Are we committing to doing something when people suggest it in online conversation

bull Standards and guidelines governance

bull Infrastructure for Security ndash data sharing in Gov20

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

More concerns challengesbull Time to manage staff resources comment

moderation and guidelines

bull Posting augmented by other communications efforts to make audiences aware

bull Need to keep it fresh ndash need for frequency of posting

bull risks of being open to the world and providing a record that will last and last and lasthellip

bull Would lack credibility ndash if ldquoghostwritersrdquo

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

All strategies relating to Social Media should consider the relationship-building potential of the tactics

There is an inverse relationship between control and trust

-David Weinberger (Wikipedia link)

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Persuade leaders in familiar termsbull Use new tools to communicate to many rather than 1x1

bull Take advantage of lines of communication that grow exponentially with size of group (internal and external)

2 5 20 100 10 000

Size of Group

1 25 200 5000 50 000 000

Lines of Communication

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Persuade leaders in familiar terms

bull Ad-hoc message-based collaboration does NOT scale well

bull Versioning very quickly becomes unmanageable

Person A

Person B Person C

Person E

Person D

Emailv1

Emailv6Email

v4

v4

v5

v2

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Communicate to audiences where they want to interact

Persuade leaders in familiar terms

Transportation

ETS

Roads

LRT

SushiJobs

Get others in an online community to answer questions for us

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Persuade leaders with common issues bull How do we get people to pay attention to our

issues and recognize them as important Once people become aware of our messages how do we communicate in such a way that will resonate

bull Social Media is another communications tool it is part of an overall communications strategy

bull Build lasting relationships with citizens Find and cultivate champions in org to help

overall org (and leaders) adopt SM strategies

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Is seeking ldquorelationshipsrdquo newbull Bus driver

bull Rec centre staff

bull Fort Edmonton characters

bull 311 staff

bull Public meetings

bull Even ldquoviralrdquo word of mouth is not new

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Tell leaders what is newbull Relinquish CONTROL of the message through

conversations of others

bull Allow organic accelerated SHARING of messages ideas info and meaning ndash bigger scale of viral sharing

bull People CONTRIBUTE to your infohellip like a conversation

bull Build new LINKS to other people or groups directly rather than mediated relationships

bull MOBILE access to web enabled

bull MULTI-PARTICIPANT conversations that persist

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Tell leaders letrsquos coordinate approachbull help coordinate collective interests activities in

various departmentsbranches tondash Maximize impact and ensure mutual benefitndash Ensure alignment with long-term goalsndash Increase efficiency avoid duplicationfragmentation

Add capacity for analysis agilityndash Coordinate experts across organization with

different perspectivesndash Foster innovation and flexibility in operations of city-

wide units (then get out of the way)

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Convey cost of participating in SMbull capital expenditures necessary for social

marketing are minimal compared to other forms of marketing

bull driving $1 of sales revenue costs less with social media than with traditional marketing investing in social media marketing can help companies reduce cost drivers during an economic downturn

bull Costs of saving time for multiple responses via email phone to many citizens

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Demonstrate benefits with your examplesbull C2E Forum venting QampA and the issue of the day

bull Twitter and the ice ruts ndash brand ambassadors for free

bull Facebook and the fireworks

bull Blog and the boondogle

bull Sports field conditions RSS feed calendar event info

bull Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency ndash direct connections to citizens UNFILTERED through mainstream media

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Approach ndash overall strategybull Listen

ndash Monitoring of the conversations multimedia ratings threadsforums

bull Participate ndash Establish presence offer information answer

questions respond to comments establish relationships

bull Engagendash Go where people are connecting stimulate compilendash range of engagement receive suggestions and

comments -- compile input for decisions

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Set up Social Media Advisory Committeebull Emphasis is on ldquoadvisoryrdquo not approval

bull Recruit web-savvy people with social media experience and interest representing most areas of organization (NOT managers)

bull Role in each stagendash Listen ndash help monitor niche areasissuesndash Participate ndash help facilitate responses ndash Engage ndash help coordinate City activities

bull Advise ndash what worked what didnrsquot

bull Integrate across silos ndash learn whatrsquos going on

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (policy if you need it)

bull Fact sheets ndash ldquowhat ishelliprdquo (intranet repository)ndash More info at end of presentation document

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Establish internal trial areasbull Use internal pilots to increase comfort

bull Increase understanding of issues with real toolsndash Great Neighbourhoods project internal blogndash Sharepoint internal project blogsndash Policy development wikisndash Yammer IM

bull Leverage enthusiasm of ldquoambassadorsrdquo inside organization and bring in outside community ldquoexpertsrdquo

bull Change is slow and hard work

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Communication from the topSocial media rules for city employees ndash City Link newsletterbull Social media is all the rage It can be a popular effective way of

getting a message out and making connections It can also be a quick way of getting unwanted attention

bull Many of us use Face Book Twitter MySpace and YouTube to name a few popular web tools Itrsquos important to remember there is a difference between posting your personal views on these sites and posting as a City employee

bull As an employee you should treat these online communities the same as public meetings or mainstream media like television radio and print In other words donrsquot speak as a City employee without first checking with communications

bull Also donrsquot publish anything you wouldnrsquot be comfortable with everyone reading on the front page of a newspaper This is a good rule for personal posting as well

bull You have the right as a citizen to voice your opinion in any public forum ndash online or in person ndash you attend on your own time But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City or other city employees in public

bull What you say as an employee affects the cityrsquos image and reputation

bull These online forums can be valuable interactive communication tools that can improve openness engagement and the Cityrsquos reputation if used properly For more information about using them as part of city business contact the communications person supporting your department or branch

bull For more information about social media and the cityrsquos use of these ldquoWeb 20rdquo tools contact Jason Darrah at 6-4114

bull Social media is to be considered as included under the City of Edmontonrsquos Employee Code of Conduct the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines

City Manager Message to staff

bull On December 1st the City of Edmonton is launching an interesting new pilot project the Transforming Edmonton blog With participation from employees across departments and the community this new blog will share stories images and video about how we are working towards the six goals of the Strategic Plan

bull The Transforming Edmonton blog is the newest addition to the Citys presence in the world of social media (like Edmonton Stories Twitter Facebook YouTube) and will be a way to tie all of these channels together It will give us an opportunity to share information from different departments in a unified way

bull bull Visit httpwwwtransformingedmontonca for a preview of the

blog before it goes live to the public on Tuesdaybull bull bull Al Maurerbull City Manager

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Use of social media by City employees1 From the Code of Conduct - Handbook (PDF at

httpecityassetscode_of_conductpdf) bull Code of Conduct PDF page 13 bull We will use and permit the use of City assets only for the

performance of City duties or as approved by our supervisors We will safeguard and protect City assets

bull We will not use any City asset including e-mail and internet services if the use could be offensive or inappropriate

bull Code of Conduct PDF page 36 Represent the City in a positive way

bull Code of Conduct PDF page 37 Can I voice opinions that may criticize the City at a public meeting

bull Yes You have the right as a citizen to voice your opinion at any meeting you attend on your own time You must not identify yourself as a City employee or use confidential City information As an employee you must not criticize the City as your employer or other city employees in public

bull (This includes decisions of the Council and can be interpreted to mean public comments in online communities)

bull From the Code of Conduct ldquoSmell Testrdquo on p 25 Would I hesitate to take this action or to allow my employees to take this action in my own company

2 This concept is reinforced by the Media Relations Management policy (A1446)

bull Media Relations Management Administrative procedure p 2 bull While the conduct of each and every employee has an influence

on the image of the City Corporate Communications is the area responsible for managing the overall image brand and reputation of the City of Edmonton Corporate Communications is also responsible for ensuring the City achieves its communications objectives

bull Administrative procedure p 3 CITY SPOKESPERSONS bull The appropriate spokesperson on an issue or inquiry should be

determined by communications working with branch or department experts or managers Generally the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand In certain situations at the discretion of the Communications Branch manager the City Manager or the Mayor an official spokesperson may be designated and others asked to refer all inquiries to that person There should never be more than one City spokesperson per issue or inquiry

bull Administrative procedure p 5 PERSONAL POINTS OF VIEW bull Employees acting as official City spokespeople must not

express personal opinions in the same interview bull Employees should be aware that there is a strong possibility for

the perception of conflict of interest when they express a personal opinion about City activity publicly If you have concerns about conflict of interest situations talk to your manager or review the City of Edmonton Code of Conduct (Directive A1100C)

3 From the Acceptable Use Of Communication Technology Admin procedure (httpwwwedmontoncacity_governmentdocumentsA1429C_Comm_Technology_Propdf)

bull From p 3 Guidelines ndash Things NOT to dobull middot communicate personal or confidential

information without authorization bull middot represent personal opinions as those of the

City (or department branch etc) bull Relevant links atbull httpecityecitynewssocial-media-rules-for-city-emaspx

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Same approach for each project

1 Listenbull Monitor respond

2 Participatebull Presence humanize

the org transparency

3 Engagebull Mobilize ldquolong tailrdquo

benefit social change

Considera) People

b) Purpose Process

c) Technology

Business units will have specific objectives

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Always be listeningwatching thenhellip

bull Reactive ndash gauge health of your brand online reputationndash Prevent crisis

bull Proactivendash Join conversationsndash Promote your value

bull Set guidelines on when to ignore when to respond when to notify bosses when to notify departments (SM policy if needed)

Same principles as

for Cityrsquos media policy

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Listening ndash tools to track brand projectsbull RSS Reader

ndash ie Google blog searchndash ie Google news alertsndash Twitter search ndash est RSSndash Other RSS alerts

bull searchtwittercombull TweetBeep alertbull Twellow ndash search Twitter location etcbull Wthashtagcom ndash what the hashtagbull StartPRbull Backtypebull BlogPulsebull Boardtracker Boardreader ndash

discussion forumsbull PostRankbull Scoutlabsbull Vanno

Measures ndash rough gaugebull Twitter measurement Retweets

share of mentions tone bull RTs links viewed traffic to blog amp

followers bull scoutlabs and twitter search and

look and of followers of original poster and everyone that retweets

bullTechnorati ndash blog catalogue search topics check traffic on bloggers talking about your orgbullGoogle side wiki ndash watch for it

bullOMGILI

bullSocial Oomph Socialtoo

bullFacebook search amp Facebook Lexicon

bullYouTube search

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Paid monitoring ndash if yoursquove got $

bull BurellesLuces iMonitor Tracks media mentions on the Web based on keywords This self-guided monitoring service is very clean and easy to navigate Cost $3600

bull Cisions Small Business Edition Assigns publicity values for different stories based on length media type (print online video) estimated number of readersviewers tone and reach Cost starts at less than $5000 a year

bull Filtrboxs G2 The Click here for Live Chat button makes trying the site a breeze Cost as little as $2000 a year and includes both traditional and social-media monitoring

bull Meltwater News and Buzz Claims to track more than 100000 media outlets around the globe Downside Somewhat hard to choose among the list of features Cost starts at $5000 a year

bull Radian6 Only tracks media hits online (no print) If buffing your image on social media sites is a top priority this may be your program Cost starting at $7200 a year

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Response strategybull Follow media relations strategy

bull Manage image and reputation

bull Correct all factual errors

bull Gauge readership (followersreach) and tone of commenter (civil vs vitriolic) before entering into public discussion ndash Balance desire to correctinform with risk of

increasing attention to errors negative issues

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NListening ndash specific measures for brandproject

Element Metric Reveals Tools (eg)Audience bullReferrals

bullTarget demographic

bullWho is SM tool attracting bullGoogle Analytics

bullTwitter Search

bullFacebook profiles

Influence bullTime spent on site

bullBounceexit rate

bullImportance of the conversation

bullHow involved is audience

Google Analytics

Engagement bullViewing of parts (text tweets videohellip)

bullInterest value of sitestools

bullGoogle Analytics

bullTrendrr - Twitter

bullBoard Tracker

Loyalty bull of posts on brand

bullRecommendations RT

Are people supporting or discrediting

bullBlogpulse

bullLexicon

Involvement bullTime spent on sitetool

bullBounceexit rate

How involved in material is audience

bullGoogle Analytics

bullBlogpulse

bullRepeats

Action bullPosts tweets pass-ons of times audience performs desired action

bullFeedBurner

bullNews ratings

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Start with a strategy bull What is key objective that fits audience

bull Profile audience (surveys on tool usage)

bull Collaborate with right people in the organization

bull City of Edmontonndash Establish presence (Why)ndash Listen to what is saidndash Start building opportunities and relationships

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Q to ask when building online community

bull 1 Why are we building an online community

bull 2 What are people going to do when they get to our online community

bull 3 How big could our community be

bull 4 Who will be our community caretakers

bull 5 Who will we invite

bull 6 What are our ground rules

bull 7 How are we involved

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Recruitment tacticsbull Use traditional approaches in social

media toolsndash Ads in Facebook (targeted)ndash Ads on popular sitesndash Video on City web site

bull Non-traditional approachesndash RSS feeds on job boardsndash Job opps promo on Twitterndash Employee videos go viralndash Staff blogs

ldquopush of infordquo

ldquopull of infordquoor relationshipsabout experience

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Recruitment resourcesbull httpwwwyoutubecomwatchv=JcXF1YirPrQ (Google recruitment video)bull httpmashablecom20090408social-media-recruitmentbull httpthehiringsitecareerbuildercom20090625careerbuilders-top-ten-best-

practices-for-using-social-media-as-a-recruitment-toolbull httpwwwwatblogcom20071130companies-start-recruiting-through-social-

media-websitesbull University of Albertarsquos co-op program uses social media to recruit students into

the program and highlight possible co-op employers They are on Facebookbull - Facebook groups SFU Co-op EducationCo-op Education Alumnibull - A Facebook mascot Wil Fraserbull They also have an Online Community where students post profiles of

themselves and past jobs portfolio items discussion questions etc Its at httpcoopcommunitysfuca

bull httpsocialrecruitingsummitcombull Workplace Safety and Insurance Board Ontario -

httpwwwwsiboncawsibwsibsitensfpublichome_e This organization had a very active Social Networking Strategy including an island in Second Life for recruitment

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Tools for participating sharingbull Twitter - for real-time communication connection monitoring

and learning (via TweetDeck) bull Delicious - for sharing and saving useful sites and articles bull Facebook - for connecting with people and brands bull LinkedIn - for network building with people I know professionally bull Plaxo - for syncing between toolsbull WordPress - for sparking conversations with a blogbull MicroPlaza - (new) for mining the links key contacts post bull StumbleUpon Digg Slideshare Viddler Flickr ndash for rating sites

or sharingbull YouTube

bull New tool every month

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Strategy ndash deployment in goal areasbull Clearly define objectives of relationship and

conversation you want to have

bull Identify tools that fit audiences + purpose

bull Commit to managing tool set guidelines prepare team for delivering responses comment moderation schedule fresh postshellip

bull Launch PILOT (project manager gives future feedback to SMAC)

bull Listen more respond more initiate in purpose area (also participate in other forums to drive to your area)

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NTactics fit your objectives with tools how people use SM

bull People react to others ndash forums ratings reviewsndash TripAdvisor Yahoo C2E

bull People seek content ndash consumptionndash RSS and Widgets

bull People create content (user-generated) ndash Blogs (weblog) microblogs (Twitter) YouTube

bull People connect - social networks virtual worldsndash SNS Facebook Myspace LinkedIn Second Life

bull People collaborate ndash wikis open sourcendash Wikipedia wikiHow Linux Firefox

bull People organize content ndash tagsndash Delicious Digg Flickr

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Select tools that fit need amp audiencebull Tech profiling to select target demographicrsquos

preferred conversationrelationship channel

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

People reacting ndash forums ratings

City makes first decision to relinquish control of the message in online community

Objective link Edmontonians around globe

Positive unintended consequences

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Vital for allowing ldquopullrdquo of our

information and helping viral

sharing

Content seekers ndash RSS feed aggregators

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Creating Content and sharing

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Creating sharing rating content

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

People connecting ndash Social Networking Sites

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NPeople connecting ndash Social Networking Sites

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Create Content ndash web log

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

People creating (amp collaborating) - wikis

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NCreate Content ndash micro blog

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

How did City get on Twitterbull Established need to establish presence

immediately on some of the most popular info sharing sitestools for future crisisemergency response

bull Aligned crisis need with objectives of humanizing

bull Secured City Manager approval Web Office approval Communications leadership authorization

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NWhy City is on Twitter

bull Establishes presence for credibility connectionsndash Crises unfiltered thru MSM

bull Allows listening informing

bull Complements other tools

bull Assists transparency

bull Humanizes organization

bull Engages citizens

bull Builds champions

bull Informs City enables response

bull Quasi focus groups

Postsndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings or

events the mayor is attendingndash Alerts about other public

consultation activityndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt lights

etc

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Twitter and Facebook teambull Tweets and status updates managed by small

central team (4 main people)

bull Topical posts or live events distributed to communications staff in business units

bull 1 person is responsible for most of a day not short shifts to foster conversations thru day

bull Resisted automated tweets until solid base established continue personal posts experts

bull Poster seeks topics replies (sometimes with name if personal or future follow up likely)

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

One Twitter feed or manybull Humanize vs represent the voice of the org

bull Build many followers and unified representation of the organization

bull Resist temptation to have separate feeds for each silo

bull Create separate feeds for distinct objectives with clear niche separate from the organization

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Twitter responses - launch statebull Media Relations

ndash Media calls come in from ~20 media organizations averaging approx 10day

ndash Communications coordinates content experts to respond coaches on key messages identifies riskrelated issuespotential Q

ndash Monitor coverage correct as necessary

bull Twitter ndash 2-8 comments questions per day in first monthsndash Communications monitors and responds case-by-case using

model of media relations to source answers with subject experts

bull 311 ndash over burdened with phone calls response delays

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Twitter responses - next phase bull Twitter comment

ndash Communications Monitor Co-Tweetndash Communications redirect to 311 CRM

bull 311 agents respond directly or seek direct contact for detailed answer or clarification

bull In-bound tweets with question are tracked in CRM

bull 311 engages business unit where necessary

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Edmontonca Static one-way information

mainly consistent over time City organization formal

Transforming Edmonton Frequent updates archival

tags conversational interactive informal sharing rich links

Complementary tools

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Blog Tool to support Strategybull How do we get people to pay attention to our issues

and recognize them as important

bull Once people become aware of our messages how do we communicate in such a way that will resonate

bull Blog is one tool part of an overall strategy

bull Complements other social media activitiesndash Twitter presencendash YouTubendash Flickrndash Facebook

bullEstablishes presence for credibility connectionsbullMode unfiltered by mainstream media

bullAllows listening informingbullComplements other toolsbullAssists transparencybullHumanizes organizationbullEngages citizensbullBuilds champions

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Transforming Edmonton Blog Goalsbull Conveys competent city unified voice

bull Demonstrates daily activity aligned with plan plan is aligned with citizen priorities

bull Demonstrates Listening to Edmontonians

bull Establishes relationships directly with people

bull Humanizes the organization through real people with expertise professionalism

bull Context on issues we want to convey issues we want to engage citizens on

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Transforming Edmonton Blog benefitsbull ldquoturnkeyrdquo solution for interested business units with

aligned objectives

bull Approved lookfeel ndash SMT Web Steering committee

bull Framework decreases each contributorrsquos need for daily updates

bull Added monitoring assistance in established framework

bull Cross-marketing between interests

bull Multi-media add-ons

bull Greater searchability

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Key blog attributesbull Author is identified

bull Conversational style that adds more ldquocolourrdquo or context to other information

bull ldquoFreshrdquo updates that are timely and relevant

bull Ability for people to comment on blog posts

bull Archive of all posts

bull Tags for each post make it very searchable self-organizing for popular posts

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Blog Strategy

bull Establish conversational tool that pulls into one ldquostreamrdquo each of the 6 Strategic Goals within one framework

bull Preserve and sustain Edmontonrsquos Environment

bull Improve Edmontonrsquos Liveability

bull Transform Edmontonrsquos Urban Form

bull Shift Edmontonrsquos Transportation Modes

bull Ensure Edmontonrsquos Financial Stability

bull Diversify Edmontonrsquos Economy

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

ldquoBringing Our City Vision To Liferdquobull First tangible representation of transforming

Edmonton ndash conversations about reaching goals give meaning to

ldquoa document about our visionrdquo

bull Complement other TE campaigns

bull Highly flexible to add change as we go

bull Avoids silos of information

bull Learn from pilot

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Advantages of TE Frameworkbull Management of experts (authors) who post for City

bull Unified approach from citizen perspective unified org

bull Supported by social media committeendash Resource for best practices advice coordinated promotionsndash Shared monitoring tech-savvy ideas

bull Approved IT tools (security stability privacy legal)

bull Approved web presence

bull ldquoTurn-keyrdquo solution for new campaigns or short-run projects (ie LocalMotion)

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Managing the blogbull Project managers as identified authors

bull Avoids proliferation of projects with distinct web presence and fragmentation of vision

bull One blog with multiple streams ldquokeeps it freshrdquo

bull Searchable by niche topics while cross-promoting

bull Clear comment policy

bull Monitoring of comments by project teamsndash Supported by Communicationsrsquo reputation management

monitoring ndash like media monitoringndash Supported by Social Media Advisory Committee ndash advice

collaboration etc

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Transforming Edmonton Blog connects with other multimedia

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Where are we goingbull Information and Conversations now

bull Respond to reputation issues

bull Open up data so users can re-package our data for more accessible use ndash Gov20ndash Utility ndash servicesndash Transparency of government

bull Long tail of public policy developingndash BlogCamp this spring educate and support the community

bull Engagement continuum now - Forums surveys for input Future - Idea Zone 10

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Future State Government 20

Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Government 20

City of San Francisco Creates Shared Wiki Resource for Homeless Housing

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Case Study Addenda

Info sessions

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Staff information sessions toolsbull Hold info sessions regularly

bull Take all invitations to speak to management teams project teams branches City Council external agencies

bull Hold sessions on SM general specific sites specific projects

bull Primary focus is City or project objectives secondary focus is staff use of SM

bull Develop guidelines (or policy if you need it)

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

City info sessions and resourcesbull httpwwwcommoncraftcomsocialmedia

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NContext for City info sessions

Social Media isbull NOT about the technologiesbull ALL about the Relationships

and Conversationsndash Use it wisely follow the rules help

monitor talk to us if you have an idea

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

SM context for City info sessions bull Social Media refers to web-enabled sites that

encourage interaction rather than just passive viewing This includes the ability to create your own pages or profiles and post messages pictures and videos on those pages or on other pages

bull Web 20 is a primary resource for many people

ndash Different demographics have different needs

bull Viral sharing is empowering

bull Social Media aims to facilitate creativity information sharing and collaboration among users

bull Consistent messages as with leaders

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

What to convey in info sessionsbull Identify advantages to City and to projects

bull Identify concerns and challenges

bull Identify rules that govern city staff

bull Go over case studies at City ndash beneficial transactionsconnections

bull Trial areas ie Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

City Sharepoint resourcesbull Basic overview what is social media

bull Why is it important

bull Types of toolsinteractions

bull Benefits and Concerns

bull Fact Sheets on tools Twitter Facebook YouTube LinkedIn Flickr Blogshellip and when

bull Examples of when to use tools

bull Personal use and City guidelineshttpcityadminteamsitesDCMOstratcommSMCitySM

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Ensure staff knows your SM toolssites

bull City of Edmonton Twitter account bull City of Edmonton YouTube Channel bull City of Edmonton Facebook fan page bull Microblog just for City employees bull Citys internal collaboration strategy bull Great Neighbourhoods Sharepoint site and blog bull Edmonton Stories Facebook page bull Expo2017 bid Facebook page bull Expo 2017 bid YouTube channel bull Expo 2017 bid Twitter account bull Edmonton Public Library Facebook page bull Edmonton Public Library Twitter feed

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NGive examples in info sessionsie Social Media and the yeg Stormbull httpblogmastermaqca20090720social-

media-and-the-edmonton-storm

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Scope of SM discussions at City

How do we participate with social media to engage promote

etc

How do we monitor others

using social media to talk

about us

Lecture focus

Comprehensive strategy being developed by Communications

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Context at City

use by City to

collaborate within City

use by City employees for personal use

use by City to connect with citizens (people

outside City org)

Enormous Potential Contact your Comm officer

Guidelines developed by

Communications with Web Office IT HR for future

SMT presentation and

discussion

Being developed in Collaboration Strategy

Use by councillors

Governed by Media Relations Policy Code of Conduct telecommunications policy (conveyed with learning modules)

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

httptheconversationprismcom

Many tools and sites which may change but the new paradigm of connections wonrsquot

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O NCity sessionsTransactional to Collaborative

Person A

Person B Person C

Person A

Person B Person C

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

101 Staff session

Example slides from

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

What is Twitterbull A micro blog (web log) service est 2006

bull Used to post messages of up to 140 characters long (spaces included)

bull Described as status updates on Facebook

bull Used by 32M+ (tripled in 2009) ndashWall Street Journal

bull Average age in US is ~35

bull Conversations

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Why successfulbull Simplicity People are eager to connect with

other people and Twitter makes that simple

bull Twitter asks one question

What are you doing ndash Answers must be under 140 characters in length

and can be sent via mobile texting instant message the webhellip many applications support it

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Why people participatebull Simple to start

bull Easy to connect

bull Interesting info linked (pics blogs articleshellip)

bull Breaking news

bull Best way to understand is by participating

Trial set up for someone in audience

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Sign up is simple httptwittercom

Access a problem at work

Letrsquos talk to your boss

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

How to particpatebull Sign up ndash free

bull Choose a good user name

bull Add a profile image

bull Picture Upload a profile pic (Max size of 700k JPG GIF PNG)

bull web address ldquobiordquo

bull Design Template or other image

bull Keep posts public

bull Set location

bull Start posting

bull Notices Emails sent for DM and new followers

bull Resist temptation to follow everyone but start following some

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Learn lingo and etiquette bull Tweets

bull Replies

bull Retweets

bull Direct Messages

bull Hashtags

bull Tweetupsndash Offline social media

meetups

bull To send a public reply to a user eg jdarrah

bull RT Retweet or reposting information eg RT jdarrah twitter session attendees get the point really fast

Browse first

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Jasrsquos rules to live by

bull Fun and find Friends

bull Contribute and be Curious

bull Care and be Careful

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Find friends Follow local users

ndash Mundane tweets may become useful eg traffic events restaurants

bull httpTwellowcom

bull http WeFollowcom

bull httpwwwTwitterLocalnet

bull Donrsquot follow too manyndash Hard to keep up look like spammer

avoid follow-for-ego

bull Be authentic ndash if yoursquore a cynic be cynical

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Contribute and be Curiousbull Search for topics interests

bull Be interesting about topics that you know

bull Provide links opinions news

bull Post replies

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

hellipsearch connect bull Hashtag Keyword with preceding it

eg yeg followfriday ecca epcor bikendash Enables search for tweets even if not following

bull Browse Trending topics (right column top 10)

bull Advanced search

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

New ways to contributebull Ever-expanding applications

bull Select a platform mobile tool

bull httpeverythingtwittercom

bull TinyURL

bull TwitPic

bull Tweetdeck is a popular desktop client

bull Attend a local tweetup

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Twitter in Edmontonbull This year ~11000 users identified

ndash includes St Albert Sherwood Park and others in region Vast majority are Edmontonians

ndash Not everyone has their location set Also some Edmonton users just have Alberta

ndash Not all of those users are active ndash Monthly stats posts identify the number of users

who have posted something recently

bull Of the 64281 replies posted by local users in June 25860 or 40 were to other local users

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

City on Twitter bull Establish presence for credibility connectionsndash Crises unfiltered

bull Listening as well as inform

bull Complements other tools

bull Transparency

bull Humanizes

bull Builds champions

ndash News releasesndash Answer questionsndash Job opportunitiesndash Major traffic disruptionsndash Upcoming council meetings

or events the mayor is attending

ndash Alerts about other public consultation activity

ndash Contestsndash Informal ldquofocus groupsrdquondash Receive alerts on burnt

lights etc

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Care and be Carefulbull Help monitor Cityrsquos reputation

bull Take care with what you say

bull CityLink info

bull Cityrsquos Social Media Guidelinesndash Donrsquot express personal opinions when you are

identified as a city employees ndash you represent City

bull Yammercom ndash Safe environment only with City employees

E D M O N T O N

Be Carefulbull Personal safety - 32M are potentially reading

bull Benefit of location also a risk (holiday posts ndash your house is empty)

bull Secure passwordkey ndash API credibility to avoid hacks

bull Othersrsquo links are shortened to potentially malicious sites

bull Be choosey about whom you follow ndash sense over nice

bull Same rules as other social media ndash which may be linked (could allow someone to piece together profile)

bull Just as easy as fake celeb sites areyour friends could be fake

• Thin Edge of a Wedge Starting Small with Social Media January 2010
• Presentation note
• Case study City of Edmonton
• Scope through Communications lens
• Case study City social media
• Case Study key lessons
• Slide 7
• Why should City be interested
• Convergence for overall SM strategy
• Municipal Tax System report Aug 2008
• Survey Said ldquoGovernmentrdquo issue
• Disconnect between what and how
• ldquoGovernmentrdquo perception
• Strategies to overcome negative perception about ldquohow we governrdquo
• Strategy to align priorities
• All org need to reinforce reputation
• City pursued new methods of 2-way communication with citizens
• Persuading the leadership
• Persuading the org - approvals
• Convey clear objectives
• Convey clear approach per objectives
• Answer leadersrsquo questions up front
• Convey Advantages with SM tools
• More benefits
• Convey concerns with SM
• More concerns challenges
• Slide 27
• Persuade leaders in familiar terms
• Slide 29
• Slide 30
• Persuade leaders with common issues
• Is seeking ldquorelationshipsrdquo new
• Tell leaders what is new
• Tell leaders letrsquos coordinate approach
• Convey cost of participating in SM
• Demonstrate benefits with your examples
• Approach ndash overall strategy
• Set up Social Media Advisory Committee
• Staff information sessions tools
• Establish internal trial areas
• Communication from the top
• Use of social media by City employees
• Same approach for each project
• Always be listeningwatching thenhellip
• Listening ndash tools to track brand projects
• Paid monitoring ndash if yoursquove got $
• Response strategy
• Listening ndash specific measures for brandproject
• Start with a strategy
• Q to ask when building online community
• Recruitment tactics
• Recruitment resources
• Tools for participating sharing
• Strategy ndash deployment in goal areas
• Tactics fit your objectives with tools how people use SM
• Select tools that fit need amp audience
• People reacting ndash forums ratings
• Slide 58
• Content seekers ndash RSS feed aggregators
• Creating Content and sharing
• Creating sharing rating content
• People connecting ndash Social Networking Sites
• Slide 63
• Slide 64
• Create Content ndash web log
• Slide 66
• People creating (amp collaborating) - wikis
• Slide 68
• How did City get on Twitter
• Why City is on Twitter
• Twitter and Facebook team
• One Twitter feed or many
• Twitter responses - launch state
• Twitter responses - next phase
• Slide 75
• Slide 76
• Blog Tool to support Strategy
• Transforming Edmonton Blog Goals
• Transforming Edmonton Blog benefits
• Key blog attributes
• Blog Strategy
• ldquoBringing Our City Vision To Liferdquo
• Advantages of TE Framework
• Managing the blog
• Slide 85
• Where are we going
• Slide 87
• Future State Government 20
• Government 20
• Case Study Addenda
• Slide 91
• City info sessions and resources
• Slide 93
• SM context for City info sessions
• What to convey in info sessions
• City Sharepoint resources
• Ensure staff knows your SM toolssites
• Give examples in info sessions ie Social Media and the yeg Storm
• Scope of SM discussions at City
• Context at City
• Slide 101
• City sessions Transactional to Collaborative
• 101 Staff session
• What is Twitter
• Why successful
• Why people participate
• Sign up is simple
• How to particpate
• Learn lingo and etiquette
• Jasrsquos rules to live by
• Find friends
• Contribute and be Curious
• hellipsearch connect
• New ways to contribute
• Twitter in Edmonton
• City on Twitter
• Care and be Careful
• Be Careful