Developing Results-Driven, Compelling Social Media Strategies

Michael Castellon Texas Comptroller of Public Accounts @txcomptroller facebook.com/txcomptroller

Wednesday, April 11, 12

Government in Social Media Discovering Your Purpose The Why How to Be Remarkable Enchantment Your Social Media Team The Art of Planning Future Proof Your Plan
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Government and Social Media

A New Ethic for Government: We are obligated to foster democracy by informing the public and providing tools for discovery.

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Government 2.0

Government as a platform Achieved when your success enables

others

Open data and real-time stats Government as a vending machine

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Transparency and Open Government

Transparent Participatory Collaborative

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#CentralTXFires

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#DFWtornado

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TexasTransparency.org

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TexasTransparency.org

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ClaimItTexas.org
Texas is currently holding more than $2.5 billion in unclaimed cash and other valuables
Social media, sharing integrated in search results

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ClaimItTexas.org
$165$$

Amount'of'Claims'Approved'($M)'

Amount'Approved'Claims'($M)'

$132$$

$99$$

$66$$

$33$$

$0$$ Claims$Approved$

FY00$ $43.8$$

FY01$ $47.4$$

FY02$ $61.1$$

FY03$ $67.1$$

FY04$ $83.5$$

FY05$ $80.5$$

FY06$ $105.9$$

FY07$ $119.8$$

FY08$ $122.7$$

FY09$ $147.0$$

FY10$ $163.5$$

FY11$ $165.6$$

FY12$ $42.7$$

Total&&Amount&of&Claims&Approved&during&the&last&13&years&=&$1.235B( $

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Your Purpose
Relationships are about communication. Without communication, there cannot be a relationship. Listen.

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People dont buy what you do, they buy why you do it. - Simon Sinek

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Your Audience Needs You

Most know the how and what behind what they do. Few understand the why.

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I Have a Plan ...

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People dont buy what you do, they buy why you do it.

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The Why
Why should anyone care? Features dont drive behavior

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How to Be Remarkable
Foster the art of discovery Spread ideas Say things people dont know Focus on benets, not features

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Enchantment
Be human Be genuine Be a publisher, not a marketer Dont be afraid to lose control Advocate for taxpayers, users Be helpful
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Quick Steps to Social Media Teams Identify key personnel Establish policy, procedures Establish accountability Find passionate people, give them air
cover

If youre passionate, ask for air cover

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The Art of Planning

Editorial calendar Routing and approval plan Shared calendars Open records Commenting and use policies Internal collaboration
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Revolution or Evolution?
Start slowly, deliberately Engagement vs. volume Customer service Incremental, deliberate growth
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Future Proof Your Strategy

Be prepared: Tablet, mobile * Video Infographics * Gamication

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Questions?

michael.castellon@cpa.state.tx.us @txcomptroller

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Wednesday, April 11, 12