How to get started with social media in your

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How to get started with social media in your Powered By Docstoc
					Getting started
with social media
A focus on
  process

                @rob_giggey
RoadMap
1. What is Social Media
2. Overcoming the resistance to
   change
3. Building a business case for
   social media
                        City of Ottawa:
                        Quick Facts
2,796 Km2 (90km east to west)



                                • 895,000 Residents

                                • 50% of post-secondary education

                                • Almost half are under 35

                                • 35% have French as first language
City of Ottawa:
Quick Facts

       • 18,000 Employees


       • 100+ Business Lines


       • 6 eMedia staff
                                            City of Ottawa:
                                            Quick Facts




Taken from flickr: http://www.flickr.com/photos/kadacat/3514589262/ http://www.flickr.com/photos/gillesmaillet/2479905382/
  The Big Question…

What is
Social
Media?
    Social

     Interaction
Communication

     Collaboration
                      > What is Social Media?



    Foundational Work
• E-Media team formed summer 2008

• RSS for City info

• iGoogle for staff

• Ensuring full web access
                  > What is Social Media?


Become the “Experts”

 Piloting
Research the social web
  Engaging
      Free Tools!
      •Twitter
      •Wordpress.com
      •Yammer
      •Facebook
    Internal
      •YouTube
      •Flickr
             > What is Social Media?


Open Source
• “free” (no purchase cost)
• can be quick & easy to setup & pilot
• source code can be modified
• community of developers




            • WordPress
            • TikiWiki & MediaWiki
            • LimeSurvey
         > What is Social Media?


Generate Interest
 Overcome
Resistance to
  Change
Our Data            L ea v
                           e my
 Is Our             Co m p
                           uter
     Data            alone



 I


            email                  --
                                  Save
                            Windows 2000
                      > Overcome the Resistance to Change


           Corporate Concerns
• Security Concerns                • Privacy
• Accessibility Standards          • IT infrastructure
• Publishing Standards             • Resources
• Bilingualism
> Overcome the Resistance to Change



        #1
      Obstacle
        Getting
        people to
        change
    > Overcome the Resistance to Change


  Bottom-up:
  Guerrilla Change

• Seminars & fact sheets
• Piloting (blog, wiki, microblog)
• Sandbox agreement with IT
             > Overcome the Resistance to Change




Top-Down:
Management
buy-in

     • Mayor’s Task force report
     • Communications Director
     • Upper management buy-in
        > Overcome the Resistance to Change



Nurture Relationships




   Internal & External
   Build a
Business Case
                          > Build a Business Case



Identify Business Benefits
• Cost & time savings
• Improved efficiencies
& impact
• Knowledge sharing
& new ideas
                           > Build a Business Case


               How-to Framework
                               see www.markfaul.ca
1. Rationale
2. Client-centric perspective
3. Risks
4. Business Intelligence
5. Stakeholders
6. Investment & ROI
7. Process, Roles &
Responsibilities
                          > Build a Business Case




  Alternate Approaches
• Enhancements to current processes

• Integration with existing initiatives

• Supplementing other Comm. tools
                        > Build a Business Case



Seize Opportunities:
Public Transit Strike

              • Social media monitoring
              • Traffic map mashup
              • Twitter feed
              • YouTube
        Create New Opportunities



   Preparing
Social Media
 for another
     “crisis”
     Top 5 Lessons
1. Awareness building & champions
2. Piloting / Sandbox (bottom-up)
3. Management buy-in (top-down)
4. Relationship Building
5. Business Case & Opportunities
       What’s Next
• More Learning
• More Networking
• Social Media Strategy
• Data Dissemination Policy
• Web Steering Committee
                      Ottawa Contacts
eMedia Division (Comms)           IT Services

• Mark.Faul@ottawa.ca: Business   • Anne.Beingessner@ottawa.ca: Prog
Analyst, @citymark                Mgr for ottawa.ca and intranet,
                                  “Sandbox Owner”
• Chris.Wightman@ottawa.ca:
Manager eMedia, @cwightman        • Donna.Andronik@ottawa.ca: Project
                                  Manager ottawa.ca


                                  • Robert.Giggey@ottawa.ca: Client
                                  Relationship Manager, @rob_giggey
               Appendix: Key Projects
• RSS on Ottawa.ca
• iGoogle - RSS aggregation and media monitoring
• Interactive Traffic Map
• Internal Blog (e-Media)
• Internal Wiki (GIS, e-Media)
• Online Consultation pilot (Nanos Research) x 4
• LimeSurvey
• Research and using social media tools (yammer, twitter, Animoto, blogs, wikis)
• Web 2.0 seminars and fact sheets
• OC Transpo strike - YouTube; social media monitoring
      • Facebook, twitter, blogs, discussion spaces
• Sandbox agreement with IT
• Facebook Groups: Public Health; Doors Open Ottawa
• Flickr: Doors Open Ottawa photo contest
• Online consultation re: Governance (wiki based, City run)
                      Online Communities

• GovLoop: http://www.govloop.com/
•MuniGov (SecondLife space for municpal governement networking) :
http://sites.google.com/site/munigov20/Home
    •Members from County of Hastings, Vancouver, Nanaimo, Ottawa, Medicine Hat,
• LinkedIn: various groups
• ChangeCamp: multiple cities
• Government 2.0 Best Practice Wiki:
http://government20bestpractices.pbworks.com/