How to Measure the Impact

of Social Media and

Determine Next Steps

An Interactive Workshop:
• Learn the Method
• Apply to Model
• Be bold and moveforward
About Bold Interactive
We help you change the world:
Faster and better through online engagement
The Bold Approach wins because it is:
• Mission accountable
• Metrics driven
• Fully Integrated
• User focused
About
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MISSION: “Connect Government to Improve Government”

Road Map

“Government 2.0”
Web 2.0 / Social Media
Method
Model
Moving Forward
Gov 2.0

Ordinary people . . . possess information -

serious, expert, fact-based, scientific
information - to enhance decision making,
information not otherwise available to
isolated bureaucrats.
People are ready and willing to share that
information across geographic, disciplinary,
and institutional boundaries.
- Beth Noveck, Wiki Government
Gov 2.0

“Government as platform . . .”
Tim O’Riley
Gov 2.0 = Transparent, Open, Participatory

Internal External

Processes Policy Recruiting

Regulation
Training Security Public
Affairs

Social Media / Web 2.0 Tools = Enablers

Social Networking, Wikis, Video Sharing, Blogs, RSS, Microsharing,
Podcasts, Mash-Ups
The Power: The Achievement Value of
Web 2.0 / Social Media

• The ability to share, collaborate and act

faster than ever before
• The ease in which you can find and
engage people of similar passions
• The efficiency at which teams can be
introduced, built and rallied towards an
outcome
• The archive of knowledge and ideas for
future reference
The Secret: Understanding Social
Media Strategy

• It’s all about people and passion

• The rules are the same as personal social
interaction
• The strategies for driving and measuring
success are the same as offline efforts
• The only real change is in the tactics and
platforms
• This is hard work, there is no silver bullet
The Method
• Define Mission Achievement
(Products / Services / Programs / Processes)

• Map Achievement Path

• Locate Stakeholders
• Design Engagement
• Measure Outcomes
• Inform Next Steps
The Method: Mission Achievement

What are your mission tenants?

How do you achieve them?
(Products / Services / Programs / Processes)

• Who do you deliver value to?

• What value do you deliver to each?
• What resources are available?
• What outcomes enable success?
The Method: Map Achievement Paths

For each specific outcome:

• Who are your stakeholders?

• What do you need them to do?
• Why are they going to do it?
• outcome
How will you know that an
has been accomplished?

• What are all the points of

engagement that would lead to
that successful outcome?
The Method: Locate Stakeholders

The ones you know?

• Your current sites
• Lists: Events, email, snailmail
• Memberships: Associations, professional groups
• Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc.
The ones you need to meet?
• Identify primary keywords
• Search Engines: Find news sites, forums, blogs, associations
• Social Media: Groups, trending topics, internal searches
The Method: Design Engagement

Where do you want the key outcomes to take place?

• A section of your current site

• A new microsite

• As a group, cause, discussion, or page of another site

• Through an email or survey response

How are you going to get your stakeholders there?

• Online: PPC, SEO, Advertising, PR, Email, Blogging, Association

Outreach, Social Media Announcements, etc.

• Offline: Direct Mail, Telemarketing, Events, Publications, PR

• Incentives: Currency (“Innobucks”), Cash

The Method: Measure Outcomes

Traffic Analysis

• Server log analysis: AWStats, Core Metrics,

• 3rd party tools: Google Analytics, Omniture

• Goal and event tracking for critical action points in the process

• What to measure: Where do users come from, what pages do they visit,
what do they accomplish, ask it questions - I wonder. . .

Topic Trending

• Keywords: Google Trends, Twitter, Trackur, Digg, Technorati

• Conversations: Blogs, groups, discussions, etc.

Reputation Monitoring (Branded related topics)

• Google/Twitter alerts, Trackur, Radian 6, Other online tools and services

• Keep it actionable
The Method: Inform Next Steps

Where can we improve?

• Mission focus?
• Project scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Metrics systems?
Tips: Inform Next Steps

Testing process to increase action likelihood

• Recommend changes to landing pages and action funnels

• Launch the test, wait, analyze

• If you win, keep changes - If you lose, try again (Snowball effect)

Feedback systems and methods

• A-B element testing, funnel path, offers and incentives

• Friends, Coworkers, Clients, Partners

• Survey Monkey: http://www.surveymonkey.com/
• Google Website Optimizer: https://www.google.com/accounts/
ServiceLogin?service=websiteoptimizer
• Good article: http://www.webdesignerdepot.com/2009/06/10-
tools-to-improve-your-site%E2%80%99s-usability-on-a-low-budget/
Tips: Inform Next Steps

Building effective web pages

• More bullseye: Focus on the next step of the funnel
• An effective page: Has what I need, tells me how to get it, why
it’s good, makes me feel smart, gives me a reason to take action
and makes it safe and easy
• Headlines should speak to the user’s primary interest
• Calls to action should be focused and in about the same place
on every page of the site
• Contact information should be on every page
• Contextual calls to action for next steps at the bottom of
every page of content
• ALWAYS BE IMPROVING!
Questions?
Applied Method: +
Federal IT & Professional Services Acquisition Process

Define Mission Achievement

(Products / Services / Programs / Processes)

Map Achievement Path

Locate Stakeholders
Design Engagement
Measure Outcomes
Inform Next Steps
 +
Applied Method: Mission Achievement

Mission Tenants: Making it easier for agencies to do business with

contractors though value-added, customized, acquisition, project
management, and financial management services.
How Achieved:
• Who they deliver value to:
Federal agencies - IT / Professional services
• What value they deliver:
Ensure requirements are met on time, within budget, at reduced risk
resulting in best value solutions

• What resources are available:

Global staff, scores of agencies and contractors, partners
• What outcomes enable success:
Cost savings, efficiency, collaboration
 +
Applied Method: Map Achievement Paths

Specific Outcome: Social Media engagement to improve the federal

acquisition process for IT and professional services
• Stakeholders:
Client agencies, contractors, good gov organizations
• Actions:
Engage all stakeholders in process of improvement
• Motivations:
Generate buy-in through engagement
• Metrics:
Quality of ideas, number of participants, coalition to execute
• Points of engagement:
Engage stakeholders, create coalition, identify needs, facilitate discussion,
prioritize efforts, develop solutions, build teams, implement solutions
 +
Applied Method: Locate Stakeholders

Stakeholders you know:

•Current sites:
No mechanism for engagement on current sites
•Lists:
Internal agency emails, events
•Memberships:
Good government and acquisition/procurement organizations
•Social Media:
GovLoop, LinkedIn, blogs, forums, Twitter

Stakeholders you need to meet:

•Primary Keywords:
Federal acquisition, government contracting, federal procurement, GSA
•Traditional Media:
Trade magazines
•Social Media:
GovLoop, LinkedIn
 +
Applied Method: Design Engagement

Where do you want the key outcomes to take place?

• ANotsection of current site:
applicable (or is it?)
• Yes!
A new microsite:
Better Buy Project
• Yes!
As a group, cause, discussion, or page of another site:
GovLoop
• Through an email or survey response:
Not defined

How are you going to get your stakeholders there?

• Online:
Group on GovLoop, email, blogger / social media / association outreach
• Offline:
Events, publications, PR
 +
Applied Method: Measure Outcomes

GovLoop Acquisition 2.0 Group

Created by Mary Davie in March 2009. In six months, it has grown to include over
400 members. Within two months of its creation, members began planning an
event that would enable key thought leaders and others to gather in person to
continue their online conversation. The event took place on July 1 and included
nearly 50 participants from several agencies and private industry.

Early press garnered new members:

• http://federalnewsradio.com/?nid=150&sid=1665635
• http://www.fcw.com/Articles/2009/06/22/COMMENT-Davie-acquisition-2.0.aspx
• http://www.fcw.com/Articles/2009/10/26/FEAT-Acquisition-2.0.aspx
• http://fcw.com/articles/2009/10/26/feat-acquisition-2.0-sidebar.aspx
• http://bizgov.wordpress.com/2009/10/28/acquisition-2-0/
• http://www.fcw.com/Articles/2009/10/29/Procurement-revolution.aspx

Mary and other members effectively used Twitter and other professional blogs to
increase visibility of the group. In addition, the group was actively sharing valuable
information, such as links to pertinent documents or policies and real-time news
stories regarding acquisition and procurement.
 +
Applied Method: Measure Outcomes

Traffic Analysis: GovLoop: Acquisition 2.0 Group

• No
Google Analytics:

• Members,
Goals:
Comments, Discussions
Topic Trending

• Google
Keywords:
Trends, Twitter

• GovLoop
Conversations:
Group Activity

Reputation Monitoring

• Brand
Social Media Mentions:
search in Google, Google News, Google Alerts, Twitter
 +
Applied Method: Measure Outcomes

BetterBuyProject.com

Through Acquisition 2.0 on GovLoop, fresh ideas were floated to Mary, including the creation
of a crowdsourcing site where ideas for improving the federal acquisition process could be
submitted, voted and commented on. The Better Buy Project, was launched on UserVoice in
early October 2009. After just two months, the site has elicited over 70 ideas and hundreds of
votes and comments. Like the Acquisition 2.0 Group, the Better Buy Project has garnered
significant mention from the US and international press.

• http://www.federalnewsradio.com/?nid=19&sid=1797174
• http://acqcorner.blogspot.com/2009/10/ideas-to-improve-federal-acquisiition.html
• http://mtef.blogspot.com/2009/10/better-buy-project.html
• http://www.govexec.com/dailyfed/1109/110909nj1.htm
• http://www.wtop2.com/index.php?hlpage=2&nid=19&sid=1797174
• http://www.egov.vic.gov.au/index.php?env=-inlink/detail:m2434-1-1-8-s-0:l-17205-1-1--
• http://www.winvale.com/content.asp?contentid=679
• http://www.fiercegovernmentit.com/story/gsa-wants-your-ideas-betterbuyproject-com/2009-10-05
• http://www.washmg.com/wedweekly.asp?WWeeklyID=72&link=0
• http://www.fedweek.com/FMDR/showItem.php?ID=3661
• http://www.constrat.net/program-management-and-acquisition-support/increasing-competition-means-raising-the-
bar-on-value
• http://bizgov.wordpress.com/2009/10/13/bottom-up-procurement-reform/

Of course, the real test will be the application of one of these ideas on a real procurement.
The group is looking at possibilities and should have a project in the early part of 2010.
 +
Applied Method: Measure Outcomes

Traffic Analysis: BetterBuyProject.org

• Google
Yes
Analytics:

• Ideas,
Goals:
Votes, Comments
Topic Trending

• Google
Keywords:
Trends, Twitter

• GovLoop,
Conversations:
Twitter, Google News

Reputation Monitoring

• Brand
Social Media Mentions:
search in Google, Google News, Google Alerts, Twitter
(-: ( - :
)-:
 +
The Method: Inform Next Steps

Where can we improve?

• Setting up goal tracking in GA

• Create better connections between Acquisition 2.0 and the BetterBuyProject

• Track traffic / engagement between Acquisition 2.0 and BetterBuyProject

• Seed top ideas from BetterBuyProject in Acquisition 2.0 for feedback and extrapolation
• Contact leaders of other groups on GovLoop for cross promotion

• Add tags to press release links, blog post links and promotional links for better tracking

• Tests at BetterBuyProject to distribute feedback more evenly

• Do keyword research and add content to the BetterBuyProject to match terms that
will attract more and better SEO attention (GovLoop is private, no SEO)

• Other ideas?
 +

Thoughts?
Let’s talk about YOU?
The Method
• Define Mission Achievement
(Products / Services / Programs / Processes)

• Map Achievement Path

• Locate Stakeholders
• Design Engagement
• Measure Outcomes
• Inform Next Steps
The Method: Mission Achievement

What are your mission tenants?

How do you achieve them?
(Products / Services / Programs / Processes)

• Who do you deliver value to?

• What value do you deliver to each?
• What resources are available?
• What outcomes enable success?
The Method: Map Achievement Paths

For each specific outcome:

• Who are your stakeholders?

• What do you need them to do?
• Why are they going to do it?
• outcome
How will you know that an
has been accomplished?

• What are all the points of

engagement that would lead to
that successful outcome?
The Method: Locate Stakeholders

The ones you know?

• Your current sites
• Lists: Events, email, snailmail
• Memberships: Associations, professional groups
• Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc.
The ones you need to meet?
• Identify primary keywords
• Search Engines: Find news sites, forums, blogs, associations
• Social Media: Groups, trending topics, internal searches
The Method: Design Engagement

Where do you want the key outcomes to take place?

• A section of your current site

• A new microsite

• As a group, cause, discussion, or page of another site

• Through an email or survey response

How are you going to get your stakeholders there?

• Online: PPC, SEO, Advertising, PR, Email, Blogging, Association

Outreach, Social Media Announcements, etc.

• Offline: Direct Mail, Telemarketing, Events, Publications, PR

• Incentives: Currency (“Innobucks”), Cash

The Method: Measure Outcomes

Traffic Analysis

• Server log analysis: AWStats, Core Metrics,

• 3rd party tools: Google Analytics, Omniture

• Goal and event tracking for critical action points in the process

• What to measure: Where do users come from, what pages do they visit,
what do they accomplish, ask it questions - I wonder. . .

Topic Trending

• Keywords: Google Trends, Twitter, Trackur, Digg, Technorati

• Conversations: Blogs, groups, discussions, etc.

Reputation Monitoring (Branded related topics)

• Google/Twitter alerts, Trackur, Radian 6, Other online tools and services

• Keep it actionable
The Method: Inform Next Steps

Where can we improve?

• Mission focus?
• Project scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Metrics systems?
QUESTIONS?
Thanks!
Adam Schultz
www.BoldInteractive.com
Adam@BoldInteractive.com
919 451 8983
@BoldAdam

Andrew Krzmarzick
www.GovLoop.com
Andrew@GovLoop.com
202 352 1806
@KrazyKriz