Social Media Public Sector Overview
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Transcript of Social Media Public Sector Overview
© 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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
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
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2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
4
Primary Work Location by GSA Region
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
5
Age and Gender
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19%
31%
32%
19%
0% 10% 20% 30% 40%
55+
45-54
35-44
21-34
57%
43%
Male
Female
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
6
Definitions of Social Media
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2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
Beginnings of Social Media Use
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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%
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
8
How Social Media Is Used
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92%
HOME
74%
WORK ANY MOBILE
70%
Note: Multiple responses allowed sopercentages will not equal 100%.
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
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
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Note: Multiple responses allowed sopercentages will not equal 100%.
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
10
Top Three Social Media Tools Used
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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
Federal Govt Contractors
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 11
2010Federal Govt
2011Federal Govt
2011Contractors
72% 86% 88%
61% 80% 87%
32% 70% 93%
30% 55% 70%
Sites Used Most During the Past Month
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 12
2010Federal Govt
2011Federal Govt
2011Contractors
11% 35% 55%
5% 30% 30%
- 30% 39%
- 28% 28%
- 31% 28%
Government-Specific Sites Being Used
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 13
Banned Sites
19%
55%
9%
28%
0%
20%
40%
60%
Federal Govt 2011 Federal 2010
Contractors 2011 Contractors 2010
Federal Govt
Contractors
YouTube
MySpace
YouTube
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
14
Top 5 Uses of Social Media
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
15
Top Tools Used to Inform Decision-Making
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 16
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
Note: Multiple responses allowed sopercentages will not equal 100%.
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
17
Important Benefits of Using Social Media
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
18
Important Benefits of Using Social Media
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
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
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2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 21
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
Federal Govt Contractors
Note: Multiple responses allowed sopercentages will not equal 100%.
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
Measuring ROI for Social Media Use
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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
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
Increases in Social Media Use Expected Over the Next 12-18 Months
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18%8%
56%
51%
25%40%
0%
20%
40%
60%
80%
100%
Federal Govt Contractors
Increase significantly
Increase slightly
No change
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
Key Takeaways
@MKT_CONNECTIONS @STRATEGICGUY #SOCIALGOV 24
• 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.
2011 SOCIAL MEDIA IN THE PUBLIC SECTOR | MARKET CONNECTIONS, INC. | 703.378.2025
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Cathy Cromley, Director of Business Development | Market Connections, Inc.
14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025, ext. 108
25
Marc Hausman, President and CEO | Strategic Communications Group
1400 Spring Street, Suite 330 | Silver Spring, MD 20910 | 301.408.4500
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