Social Media in the Public Sector

© 2011 MARKET CONNECTIONS, INC.

Social Media In the Public SectorOCTOBER 18, 2011

In collaboration with

2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025

@mkt_connections

@strategicguy

#socialgov

Tweet with us!

2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | @MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 2


Methodology

3

884 online survey respondents:• Federal Government

o 228 Federal Civilian/Independent

o 124 Dept of Defense/Military

• 181 State and Local Government

• 272 Government Contractors

8 in-depth telephone interview participants• 3 Government Contractors

• 1 Federal Civilian agency employee

• 1 former DoD employee

• 3 Social Media industry experts

@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV


4

Primary Work Location by GSA Region


Southeast13%

Southwest9%

West Coast12%

Midwest21%

Virginia

D.C.

MarylandName Percentage

National Capital Region 19%

Mid Atlantic 15%

Great Lakes 13%

Southeast Sunbelt 12%

Pacific Rim 10%

Greater SW 9%

NE and Caribbean 6%

NW/Arctic 5%

Heartland 4%

Rocky Mountain 4%

New England 2%

Military/APO <1%

Total 100%

19% of all survey participants work in the National Capital region


5

Age and Gender


19%

31%

32%

19%

0% 10% 20% 30% 40%

55+

45-54

35-44

21-34

57%

43%

Male

Female


6

Definitions of Social Media



Beginnings of Social Media Use

@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 7

Overall Federal Contractor

Does not use 9% 8% 6%

Within the past year 32% 41% 21%

1-2 years ago 40% 37% 48%

More than 2 years ago 19% 14% 25%


8

How Social Media Is Used


92%

HOME

74%

WORK ANY MOBILE

70%

Note: Multiple responses allowed sopercentages will not equal 100%.


53%42% 39%

27%

62%

35%28% 29%

0%

10%

20%

30%

40%

50%

60%

70%

iPhone Blackberry Android iPad

Federal Govt Contractors

9

Most Widely Used Mobile Devices to Access Social Media




10

Top Three Social Media Tools Used


76%70%

61%

83% 85%80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Online videos, pictures Blogs Non-government specific social networks




2010Federal Govt

2011Federal Govt

2011Contractors

72% 86% 88%

61% 80% 87%

32% 70% 93%

30% 55% 70%

Sites Used Most During the Past Month



2010Federal Govt

2011Federal Govt

2011Contractors

11% 35% 55%

5% 30% 30%

- 30% 39%

- 28% 28%

- 31% 28%

Government-Specific Sites Being Used



Banned Sites

19%

55%

9%

28%

0%

20%

40%

60%

Federal Govt 2011 Federal 2010

Contractors 2011 Contractors 2010

Federal Govt

Contractors

Facebook

Twitter

YouTube

MySpace

LinkedIn

Facebook

Twitter

YouTube


14

Top 5 Uses of Social Media


78%

77%

79%

85%

100%

61%

64%

78%

81%

100%

0% 20% 40% 60% 80% 100%

For promotion/marketing

For research purposes/to gather info

Internally between colleagues

To communicate externally with citizens and other agencies/orgs

To inform decision making

Federal Govt Contractor


15

Top Tools Used to Inform Decision-Making


35%

24%

19%15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Blogs Non-government-specific social networks

Wikis Government-specific social networks

Federal Govt



Top Tools Used for Promotion and Marketing

56%53%

43% 41%36%

0%

10%

20%

30%

40%

50%

60%

Blogs Online video, pictures

Non-government-specific social

networks

Podcasts Wikis

Contractors



17

Important Benefits of Using Social Media


70%

71%

76%

77%

78%

0% 20% 40% 60% 80% 100%

Cost savings or other efficiencies

Increased collaboration

Agency promotion

Access to information

Increased education of the public

Federal Govt


18

Important Benefits of Using Social Media


60%

74%

75%

84%

85%

0% 20% 40% 60% 80% 100%

Increased transparency of organization's operations

Improved customer access toorganization information

Increased collaboration

Thought leadership promotion

Marketing/promotion

Contractors


46%

33%

12% 10%

39%

25% 23%

12%

0%

10%

20%

30%

40%

50%

60%

70%

Yes Yes, but with

restrictions

No Don't know

Contractors2011 2010

37%33%

13%17%

9%

25%

46%

21%

0%

10%

20%

30%

40%

50%

60%

70%

Yes Yes, but with

restrictions

No Don't know

Federal Govt2011 2010

19

Permitted to Represent Organization UsingSocial Media




Restriction Federal Govt Contractors

Must fit within pre-determined guidelines 79% 71%

Only specific personnel are permitted 45% 40%

Must be pre-approved 52% 33%

Only certain sites allowed 27% 16%

Only specific departments permitted 28% 17%

Internal use only 10% 9%

Restrictions on Social Media Use



Top Three Challenges of Using Social Media

40%

31%

41%49% 50%

21%

0%

10%

20%

30%

40%

50%

60%

Aligning a social media strategy to the agency's/organization's

overall objectives

Measuring return on investment/developing

performance metrics

Internal governance/legal issues




Measuring ROI for Social Media Use


43%

44%

45%

64%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Number of leads generated

Recognition as a thought leader

Number of connections cultivated

Changes in awareness

Changes in traffic/clicks to site


Increases in Social Media Use Expected Over the Next 12-18 Months


18%8%

56%

51%

25%40%

0%

20%

40%

60%

80%

100%


Increase significantly

Increase slightly

No change


Key Takeaways


• Leverage where and how social media is being used.

• Build presence in a few key areas and execute well.

• Have clear objectives for implementation and a plan for measuring ROI.

• Integrate campaigns across social media channels.

• Promote success stories.



Cathy Cromley, Director of Business Development | Market Connections, Inc.

14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025, ext. 108

[email protected]

25

Marc Hausman, President and CEO | Strategic Communications Group

1400 Spring Street, Suite 330 | Silver Spring, MD 20910 | 301.408.4500

[email protected]

MODERATORMarc HausmanPresident,Strategic Communications Group

Panelists

26@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV

Steve LuncefordSenior Manager,Deloitte Services, LP

Meredith LawrenceDirector of US Federal Marketing, Polycom

D.J. CaulfieldGSA Branch Chief, Office of Customer Accounts & Research Communications and Portal Services

Charles J. “Jack” Holt, APRDirector for Policy Analysis,Blue Ridge Information SystemsDOD former Sr. Strategist for Emerging Media

Nancy Rey NoltingMarketing Program Manager,Intelsat General Corporation

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