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Gov 2.0 Workshop Craig Thomler

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  • 1. Using socialUsing social mediamedia Using social media in organisationsUsing social media in organisations Presented by Craig ThomlerPresented by Craig Thomler October 2010October 2010
  • 2. Using socialUsing social mediamedia Who am I?Who am I?
  • 3. Using socialUsing social mediamedia How should organisations use social media?How should organisations use social media?
  • 4. Using socialUsing social mediamedia What did you want out of today?What did you want out of today?
  • 5. Using social mediaUsing social media The goals todayThe goals today Home truths about social mediaHome truths about social media Social media readinessSocial media readiness Government guidelines for social media useGovernment guidelines for social media use When to build a community, when to engage aWhen to build a community, when to engage a communitycommunity Measuring successMeasuring success Case studiesCase studies Creating a social media initiativeCreating a social media initiative
  • 6. Using social mediaUsing social media Home truths about social mediaHome truths about social media
  • 7. Using social mediaUsing social media Not everyone uses social mediaNot 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
  • 8. Using social mediaUsing social media However many people do (use social media)However many people do (use social media) Source: Sensis e-Business Report 2009)
  • 9. Using social mediaUsing social media Social media is more important than newsSocial media is more important than news for government site trafficfor government site traffic
  • 10. Using social mediaUsing social media It requires time and effort to build an audienceIt requires time and effort to build an audience Source: Laurel Papworth
  • 11. Using social mediaUsing social media Home truths about social mediaHome truths about social media It isnIt isn’’t freet 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
  • 12. Using social mediaUsing social media Home truths about social mediaHome truths about social media ItIt’’s not a hammer, its not a hammer, it’’s a tool kits a tool kit Source: Beth Kanter
  • 13. Using social mediaUsing social media Home truths about social mediaHome truths about social media There is risk and cost to not using social mediaThere is risk and cost to not using social media
  • 14. Using social mediaUsing social media Are you ready to use social media?Are you ready to use social media?
  • 15. Using social mediaUsing social media Are you ready to use social media?Are you ready to use social media? Research and GroundworkResearch and Groundwork Does ourDoes our organisationorganisation support social media use?support social media use? Who needs to be consulted/involved in a socialWho needs to be consulted/involved in a social media program?media program? How are your audiences using the internet?How are your audiences using the internet? What are similar organisations doing?What are similar organisations doing? Why is social media of interest to you?Why is social media of interest to you? •• How does it meet your goals?How does it meet your goals?
  • 16. Using social mediaUsing social media Are you ready to use social media?Are you ready to use social media? AuditingAuditing Are you comfortable conversing with yourAre you comfortable conversing with your audience?audience? What challenges do you face in using socialWhat challenges do you face in using social media?media? How can you evolve current practices to newHow can you evolve current practices to new mediums?mediums? Do you have the resources to introduce newDo you have the resources to introduce new channels?channels? •• Do you have a governance framework?Do you have a governance framework?
  • 17. Using social mediaUsing social media Are you ready to use social media?Are you ready to use social media? Goal settingGoal setting Who do you wish to reach?Who do you wish to reach? What do you wish them to do?What do you wish them to do? What are you prepared to give them?What are you prepared to give them? How and how often will you evaluate and adjustHow and how often will you evaluate and adjust your progress?your progress? What data do you need to collect now?What data do you need to collect now? What will success look like?What will success look like? •• What would failure look like?What would failure look like?
  • 18. Using social mediaUsing social media Are you ready to use social media?Are you ready to use social media? Resource planningResource planning Do you have resources available?Do you have resources available? How much time/money do you plan to dedicateHow much time/money do you plan to dedicate?? Are you seeking shortAre you seeking short--term or longterm or long--term impact?term impact? Can you scale interactions to meet audienceCan you scale interactions to meet audience expectations (more likely up than down)?expectations (more likely up than down)? Can you respond rapidly to audience needsCan you respond rapidly to audience needs?? •• Have you preHave you pre--prepared material to minimise delays?prepared material to minimise delays?
  • 19. Using social mediaUsing social media Government guidelines for socialGovernment guidelines for social media usemedia use
  • 20. Using social mediaUsing social media Government guidelines existGovernment guidelines exist APS Code of conductAPS Code of conduct APSCAPSC Circular 2009/6: Protocols for online mediaCircular 2009/6: Protocols for online media participationparticipation Web 2.0 provides public servants with unprecedented opportunitieWeb 2.0 provides public servants with unprecedented opportunities tos to open up government decision making and implementation toopen up government decision making and implementation to contributions from the community.contributions from the community. In a professional and respectfulIn a professional and respectful manner, APS employees should engage in robust policymanner, APS employees should engage in robust policy conversationsconversations.. Equally, as citizens, APS employees should also embrace theEqually, as citizens, APS employees should also embrace the opportunity to add to the mix of opinions contributing to sound,opportunity to add to the mix of opinions contributing to sound, sustainable policies and service delivery approachessustainable policies and service delivery approaches.. EmployeesEmployees should also consider carefully whether they should identify themshould also consider carefully whether they should identify themselves asselves as either an APS employee or an employee of their agency.either an APS employee or an employee of their agency.
  • 21. Using social mediaUsing social media Other resourcesOther resources AGIMO blog:AGIMO blog: agimo.govspace.gov.auagimo.govspace.gov.au Social media policySocial media policy At Health we haveAt Health we have DraftDraft DoHADoHA social media policysocial media policy For blogs, social networks & forums:For blogs, social networks & forums: •• Moderation guidelinesModeration guidelines •• Acceptable terms of useAcceptable terms of use •• DisclaimerDisclaimer •• Precedents (Precedents (yourHealthyourHealth blog & twitter accounts,blog & twitter accounts, Drinking Nightmare, web badges,Drinking Nightmare, web badges, youTubeyouTube channel, etc)channel, etc)
  • 22. Using social mediaUsing social media The unwritten rulesThe unwritten rules Understand and preUnderstand and pre--empt the perceived risksempt the perceived risks Technology not working (embarrassment/control)Technology not working (embarrassment/control) Lack of experience (control)Lack of experience (control) Accuracy of official information (control)Accuracy of official information (control) No one engaging (embarrassment)No one engaging (embarrassment) Too many citizens engaging (resourcing)Too many citizens engaging (resourcing) Pressure groups / unrepresentative audience (control)Pressure groups / unrepresentative audience (control) OffOff--topic comments (control)topic comments (control) Public criticism of Government (embarrassment)Public criticism of Government (embarrassment) Citizens disagreeing with preCitizens disagreeing with pre--decided outcomesdecided outcomes (control/embarrassment)(control/embarrassment)
  • 23. Using social mediaUsing social media When to build communitiesWhen to build communities vsvs when towhen to engage in existing communitiesengage in existing communities
  • 24. Using social mediaUsing social media Build a community whenBuild a community when…….. No significant 3No significant 3rdrd party community existsparty community exists Existing 3Existing 3rdrd party communities do not reflectparty communities do not reflect the culture desired (moderation/attitude)the culture desired (moderation/attitude) There is an ongoing need (topicThere is an ongoing need (topic--based)based) ThereThere’’s a specific campaign requirements a specific campaign requirement A closed community is appropriate (sensitiveA closed community is appropriate (sensitive discussions)discussions) WeWe experience/experience/add value byadd value by facilitating/managing the communityfacilitating/managing the community
  • 25. Using social mediaUsing social media Engage existing communities whenEngage existing communities when…….. There are well established onThere are well established on--topictopic representative communitiesrepresentative communities They reflect the culture and governanceThey reflect the culture and governance required by the engagementrequired by the engagement A community needs to be accessed quicklyA community needs to be accessed quickly ThereThere’’s no funds to build a community (media)s no funds to build a community (media) Partnering with other organisationsPartnering with other organisations ThereThere’’s a need to correct or influence incorrects a need to correct or influence incorrect information or perceptionsinformation or perceptions
  • 26. Using social mediaUsing social media Measuring successMeasuring success
  • 27. Using social mediaUsing social media Social media is about buildingSocial media is about building awareness, encouragingawareness, encouraging interaction leading to an actioninteraction leading to an action
  • 28. Using social mediaUsing social media Awareness measured throughAwareness measured through Market researchMarket research unprompted recallunprompted recall prompted recallprompted recall Online traffic statisticsOnline traffic statistics VisitsVisits ViewsViews Spontaneous online (and offline) mentionsSpontaneous online (and offline) mentions Unprompted comments online (via monitoring)Unprompted comments online (via monitoring) Online media coverageOnline media coverage
  • 29. Using social mediaUsing social media Engagement measured throughEngagement measured through RegistrationsRegistrations To receive updatesTo receive updates To interactTo interact ResponsesResponses EntriesEntries Community commentsCommunity comments Content sharing (Content sharing (retweetsretweets, embeds, likes), embeds, likes) ReactionsReactions Unprompted posts and comments online (via monitoring)Unprompted posts and comments online (via monitoring) Online media coverageOnline media coverage ReflectionsReflections Parodies and imitations onlineParodies and imitations online Tributes onlineTributes online
  • 30. Using social mediaUsing social media Action measured throughAction measured through NOTE:NOTE: Actions are best measured over mid to longActions are best measured over mid to long--term.term. Content creationContent creation Creation of supportive content onlineCreation of supportive content online Some entriesSome entries RecordingRecording People recording and discussing their actions over timePeople recording and discussing their actions over time (online/offline)(online/offline) Behavioural researchBehavioural research Offline research studies over timeOffline research studies over time
  • 31. Using social mediaUsing social media Case studiesCase studies
  • 32. Using social mediaUsing social media
  • 33. Using social mediaUsing social media
  • 34. Using social mediaUsing social media
  • 35. Using social mediaUsing social media
  • 36. Using social mediaUsing social media
  • 37. Using social mediaUsing social media Running your own Social MediaRunning your own Social Media campaigncampaign
  • 38. Using social mediaUsing social media
  • 39. Using social mediaUsing social media
  • 40. Using social mediaUsing social media Discussion & Questions?Discussion & Questions? (Don(Don’’t be shy!)t be shy!)
  • 41. Using social mediaUsing social media Using social media in organisationsUsing social media in organisations Presented by Craig ThomlerPresented by Craig Thomler October 2010October 2010