Gov 2.0 Workshop Craig Thomler

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

Using social media Running your own Social Media campaign

Using social media

Using social media Discussion & Questions? (Don’t be shy!)

Using social media Using social media in organisations Presented by Craig Thomler October 2010

Gov 2.0 Workshop Craig Thomler

by CeBIT Australia

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