Using social media
Using social media in organisations
Presented by Craig Thomler
October 2010
Using social media
Who am I?
Using social media
How should organisations use social media?
Using social media
What did you want out of today?
Using social media
The goals today
Home truths about social media
Social media readiness
Government guidelines for social media use
When to build a community, when to engage a
community
Measuring success
Case studies
Creating a social media initiative
Using social media
Home truths about social media
Using social media
Not everyone uses social media
Key
Creators
Generate content
Critics
Respond to content
Collectors
Organise and vote on information
Joiners
Connect in social networks
Spectators
Read, watch and listen to
community-generated content
Inactives
Neither create nor consume
content
Source: Forrester Social Technographics
Using social media
However many people do (use social media)
Source: Sensis e-Business Report 2009)
Using social media
Social media is more important than news
for government site traffic
Using social media
It requires time and effort to build an audience
Source: Laurel Papworth
Using social media
Home truths about social media
It isn’t free
Paul Fisher (published in the March 2010 Digital Issue of Marketing Mag ):
One of the questions I am asked most often is “what percentage of total
advertising budget should advertisers/brands allocate to digital
media?”
The objective answer is that of course it will vary wildly depending on so
many variables such as objectives, target audience, other media used,
specific digital media tools being used eg search, rich media, video and
so on.
If you want a ball park answer to use however, I would say 30%.
Why 30? Well the industry average is currently 15% (it’s also 15% across
15 European countries, and 12.5% in the US), and growing at about 2
points each year here in Australia.
Source: IAB Australia
Using social media
Home truths about social media
It’s not a hammer, it’s a tool kit
Source: Beth Kanter
Using social media
Home truths about social media
There is risk and cost to not using social media
Using social media
Are you ready to use social media?
Using social media
Are you ready to use social media?
Research and Groundwork
Does our organisation support social media use?
Who needs to be consulted/involved in a social
media program?
How are your audiences using the internet?
What are similar organisations doing?
Why is social media of interest to you?
• How does it meet your goals?
Using social media
Are you ready to use social media?
Auditing
Are you comfortable conversing with your
audience?
What challenges do you face in using social
media?
How can you evolve current practices to new
mediums?
Do you have the resources to introduce new
channels?
• Do you have a governance framework?
Using social media
Are you ready to use social media?
Goal setting
Who do you wish to reach?
What do you wish them to do?
What are you prepared to give them?
How and how often will you evaluate and adjust
your progress?
What data do you need to collect now?
What will success look like?
• What would failure look like?
Using social media
Are you ready to use social media?
Resource planning
Do you have resources available?
How much time/money do you plan to dedicate?
Are you seeking short-term or long-term impact?
Can you scale interactions to meet audience
expectations (more likely up than down)?
Can you respond rapidly to audience needs?
• Have you pre-prepared material to minimise delays?
Using social media
Government guidelines for social
media use
Using social media
Government guidelines exist
APS Code of conduct
APSC Circular 2009/6: Protocols for online media
participation
Web 2.0 provides public servants with unprecedented opportunities to
open up government decision making and implementation to
contributions from the community. In a professional and respectful
manner, APS employees should engage in robust policy
conversations.
Equally, as citizens, APS employees should also embrace the
opportunity to add to the mix of opinions contributing to sound,
sustainable policies and service delivery approaches. Employees
should also consider carefully whether they should identify themselves as
either an APS employee or an employee of their agency.
Using social media
Other resources
AGIMO blog: agimo.govspace.gov.au
Social media policy
At Health we have
Draft DoHA social media policy
For blogs, social networks & forums:
• Moderation guidelines
• Acceptable terms of use
• Disclaimer
• Precedents (yourHealth blog & twitter accounts,
Drinking Nightmare, web badges, youTube channel, etc)
Using social media
The unwritten rules
Understand and pre-empt the perceived risks
Technology not working (embarrassment/control)
Lack of experience (control)
Accuracy of official information (control)
No one engaging (embarrassment)
Too many citizens engaging (resourcing)
Pressure groups / unrepresentative audience (control)
Off-topic comments (control)
Public criticism of Government (embarrassment)
Citizens disagreeing with pre-decided outcomes
(control/embarrassment)
Using social media
When to build communities vs when to
engage in existing communities
Using social media
Build a community when….
No significant 3rd party community exists
Existing 3rd party communities do not reflect
the culture desired (moderation/attitude)
There is an ongoing need (topic-based)
There’s a specific campaign requirement
A closed community is appropriate (sensitive
discussions)
We experience/add value by
facilitating/managing the community
Using social media
Engage existing communities when….
There are well established on-topic
representative communities
They reflect the culture and governance
required by the engagement
A community needs to be accessed quickly
There’s no funds to build a community (media)
Partnering with other organisations
There’s a need to correct or influence incorrect
information or perceptions
Using social media
Measuring success
Using social media
Social media is about building
awareness, encouraging
interaction leading to an action
Using social media
Awareness measured through
Market research
unprompted recall
prompted recall
Online traffic statistics
Visits
Views
Spontaneous online (and offline) mentions
Unprompted comments online (via monitoring)
Online media coverage
Using social media
Engagement measured through
Registrations
To receive updates
To interact
Responses
Entries
Community comments
Content sharing (retweets, embeds, likes)
Reactions
Unprompted posts and comments online (via monitoring)
Online media coverage
Reflections
Parodies and imitations online
Tributes online
Using social media
Action measured through
NOTE:
Actions are best measured over mid to long-term.
Content creation
Creation of supportive content online
Some entries
Recording
People recording and discussing their actions over time
(online/offline)
Behavioural research
Offline research studies over time
Using social media
Case studies
Using social media
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Running your own Social Media
campaign
Using social media
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Discussion & Questions?
(Don’t be shy!)
Using social media
Using social media in organisations
Presented by Craig Thomler
October 2010
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