SOCIAL WEB 101
Dave Gibson Propeller Media Works
City of Burlington May 19, 2009
Introduction Its all right here: personal transparency
Introduction
Who is Propeller? • Founded in 1997 • Located here • Staff of 7 • Providing online marketing, creative web design, custom application development.
Why am I here today?
Why should city government need to understand what social web is and why its
important?
The New Paradigm
How government and citizens interact has evolved significantly from FDR and the fireside chat.
• Transparency • Communication • Interaction • Resources
He has raised the bar for all levels of government.
Just follow his lead.
From Washington to Burlington
The City of Burlington Our audiences and goals are different
AUDIENCES • Citizens • Businesses • Press • Tourists • Relocators
GOALS • Attract tourists • Support & keep existing businesses • Attract new businesses • Promote policies & programs • Manage perception (PR) • Inform the press and citizens • Gather feedback and new ideas • Build consensus • Provide access to information and services
The City of Burlington Our audiences and goals are different.
Marketing / PR
Communication
Resources
GOALS • Attract tourists • Support & keep existing businesses • Attract new businesses • Promote policies & programs • Monitor perception (PR) • Inform the press and citizens • Gather feedback and new ideas • Build consensus • Provide access to information and services
The City of Burlington Our audiences and goals are different, yet the tools available to meet those goals are the same for the White House and City Hall.
The Tools • Search • Website • Blog • Twitter • Facebook • YouTube • Flickr • many many more…
Social Web 101
Tools of the Trade
Social Web is more dynamic that Web 1.0 Where the website serves as one-way conversation, Social is a multi-way conversation between the • organization and the online visitor • online visitor and their growing network (sphere of influence)
Social Web: Overview
Influencing influencers
Social Web is more dynamic that Web 1.0 Information and media becomes more viral as users’ sphere of influence grow.
Users become empowered and begin to define the brand and the message. • When users are happy, that’s good. • When users are not happy, that’s bad.
The main point is to understand that brands/governments have little control of that conversation.
But you can monitor and influence it.
Social Web: Overview
The Bigger Picture of Social Web This diagram illustrates where Social fits into an integrated strategy. Content is cross syndicated.
Social Web: Overview
Segmenting The Social Web
• Social Media : Content Centric • Flickr • YouTube • Wikis
• Wikipidia • Bookmarking
• Delicious • Blogs
• Microblogs • Twitter
• Social Networks : Relationship Centric • Facebook • LinkedIn • MySpace
Social Web: Overview
Social Web 101 : Website
Website Core element of any online program.
• Clear marketing message • Design that pushes your identity forward • Clear navigation and logical information architecture • Content that is up to date. Some content/media types syndicated to other online properties. • Establish metrics and conversion points. • Measure performance (Google Analytics)
Social Web 101 : Search
Search Search engines will always contribute the majority of the traffic to your online properties. Give them what they want or pay for placement. Relevancy between search term and your content is the key to success
• Search Engine Optimization • Hundreds of variables • Identify core keywords and track performance
• Pay Per Click (PPC) Search Engine Marketing (SEM)
Social Web 101 : Blogs
Blogs Blogs serve multiple functions for a municipality • Engage visitors on a more conversational level (authenticity)
• Content should avoid direct calls to action and marketing language to be authentic • Content must be relevant to the visitor (vs the city)
• Reinforce leadership • Reveal community culture • SEO – inbound links from relevant content • Content and message distribution
Twitter In a very short time, this tool has quickly climbed the adoption ladder. This is primarily because people stopped sharing what they were eating, and more about what had their attention. Now, as they say, tomorrow’s news is on Twitter today… in 140 characters.
Opportunities include:
• Promote policies & programs • Monitor perception (PR) • Inform the press and citizens • Gather feedback and new ideas • Build consensus • Provide access to information and services
Social Web 101 : Microblogs : Twitter
Social Web 101 : Social Media
Social Media Tools like YouTube and Flickr enable users to share and consume media.
Each tool enables syndication that pushes the content out to website, blog, and social network pages.
Media content is indexed by search engines.
Social Web 101 : Social Networks : Facebook
Facebook Facebook provides users with an incredibly efficient tool for managing relationships.
• High school lockers between classes • Surface level information of a user’s current life • A place for expressing one’s personal brand
• Lack of anonymity provides accountability and provides security
• Real names replace nicknames and hidden identities • You only share information with people you choose
• Clean interface and defense of the user experience • Applications that extend functionality in ways that allow users to further express themselves.
Social Web 101 : Reputation Monitoring
Reputation Monitoring Even if you lack the resources to fully engage, at the very least you should be listening to know what is being said.
There are a number of tools that enable you to track keywords across the public facing side of the social web.
• Tweetdeck : tweetdeck.com – Tracks Twitter - Free • Trackur : trackur.com – Tracks blogs, news, images, video – great filters - $18/mo • Google Alerts: google.com/alerts – Tracks websites, blogs – Free
Social Web 101
Opportunities… Burlington Vermont is at the core of the creative economy. We’ve earned an identity as being healthy, smart, hip, creative, socially responsible, progressive, hard working, and generally ahead of the curve.
Are we projecting this online?
Social Web 101
The Low Hanging Fruit If you can’t do it all, do what you can. • Track analytics performance • Monitor • Start with the website. Please.
Social Web 101
Reference
Dave Gibson http://www.propdave.com Propeller Media Works http://www.propellermediaworks.com
White House http://www.whitehouse.gov Albuquerque, NM http://www.cabq.gov/ Fresno, CA http://www.fresno.gov/ Chandler, AZ http://www.chandleraz.gov/ Augusta, GA http://www.augustaga.gov/
Computer World review of government sites http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9005371