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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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