Welcome to the Na,onal ICT Summit 2011. LoudWhistle Inc is honored to be here to share our knowledge about Social Media and how we can integrate it with eGovernance. I’d like to start by showing you our LoudWhistle video. Message of the video is intended to give the audience a perspec,ve of how LoudWhistle can help in project conceptualiza,on and planning.
Let me start oﬀ by sharing with you a paper presented by Dr. Katrin Voltmer, a Senior Lecturer in Poli,cal Communica,on at the Ins,tute of Communica,ons Studies, University of Leeds in May 2008 during a Harvard-‐World Bank Workshop on “The Role of the News Media in the Governance Reform Agenda” The paper explores the no,on of accountability and how it can be applied to the rela,onship between governments, ci,zens, and the media in transi,onal democracies. Voltmers argument is premised on the claim that democra,c accountability encompasses not only poli,cal power holders but also the ci,zens and the media that link governments and ci,zens. She observes that the ability and willingness of the ci,zens to engage in poli,cal life, in addi,on to the quality of public communica,on, play an important part in strengthening the link between those in power and the ci,zenry. Voltmer suggests that collec,ve accountability means civic engagement that goes far beyond vo,ng: "if ci,zens are ignorant about poli,cal issues, do not make an eﬀort to have a say, despise their representa,ves, and do not believe in democra,c values, then the viability of that democracy might be seriously at risk -‐ even if the ins,tu,ons are perfectly designed."
“The quality of publiccommunication, play animportant part instrengthening the linkbetween those in power andthe citizenry. ”
Social Media can enable the government to be more transparent, collabora,ve, and par,cipatory. Why? Because Social Media is arguably the most transforma,ve revolu,on in communica,on since electricity enabled radio and TV broadcasts.
Update: for the Darth Vader Ford commercial… It has now 40 million views. Probably most of you have watched this, so please let me have the pleasure of sharing it with those who have not.
The Old Spice YouTube video campaign launched just over two years ago — centered around the theme “The Man Your Man Could Smell Like” — and captured the imagina,on of the public. Case in point: The ad has garnered 33, 471 million views to date on YouTube. Let’s take a look at the video.
Let’s check out the graph. According to Visible Measures, “Old Spice Responses” is one of the fastest-‐growing online video campaigns of all ,me. The company compares the endeavor to some of the most popular viral videos to date below, and how they’ve grown over the course of 24 hours (to be fair, “Old Spice Responses” had a ,me limit agached, so there was more urgency to par,cipate with this par,cular string of videos than there was to get in on).
This also earned Old Spice a legion of students, as it were folks who cribbed ideas from the ads and applied them to their own marke,ng eﬀorts. Mashable, a social media online news channel, chaged with a few of these businesses who have all enjoyed success from following the Old Spice model about what aspects of the campaign worked for them.
Interact with Consumers Regardless of your poli,cal aﬃlia,on, you’ve probably no,ced that the White House et. al. have been ramping up their social media eﬀorts of late, with the likes of U.S. President Barack Obama and former White House Press Secretary Robert Gibbs answering ques,ons on YouTube.
Call to ac,on way beyond call of duty. Leverage inﬂuencers One of the reasons why the Old Spice campaign went so viral was that it targeted folks who were inﬂuen,al in the online sphere: people who would blog about it and share the videos on their own channels and sites (see: Perez Hilton, Alyssa Milano, etc). Those people then acted as brand advocates (whether inten,onally or not), spreading the gospel of Old Spice to their followers. How does apply to you? Who are your brand advocates? Can your leadership inspire the people to write and promote your own advocacy?
Revitalize brand Image I think we can all agree that prior to “The Old Spice Guy,” the brand mostly evoked thoughts of dad, grandpas and other less-‐than-‐sexy rela,ons. By changing the face of Old Spice to a dude in a towel (and therefore appealing to women as well as men), the brand was revitalized. By revitalizing your brand image, you can build brand awareness, strengthen industry credibility, and promote thought leadership. As a local government unit, what is your brand? How would people associate you with the value you bring to them? When we go to your website, can we ﬁnd relevant and useful informa,on in your site? Are your Ci,zen Service Responsible educated to the needs of the people?
Making your brand shareable Through your website and online presence in social media channels, you give the people the reason to endorse you, recommend you, and therefore speak of your leadership. Everyone has an amazing story to share. What about you, what’s your story?
In fact, did you know that It was recently reported by comScore that the Philippines ranked as the top market for Facebook with 92.9 percent of its online popula,on visi,ng Facebook.com in February 2011. At present, the Philippines con,nues to hold the top spot for Facebook penetra,on and also ranks highest in share of ,me spent on social networking proper,es across the world, making it the most social media-‐addicted market globally. Of the total ,me spent online in April 2011 by the Philippines’ online audience, 41.3 percent was spent on social networking sites. Russia and Venezuela followed closely, with a 39.7 percent and 33.2 percent share of ,me spent on social networking, respec,vely. What does this mean? This is good news for businesses and the government. Your target market is already out there interac,ng in a highly saturated marketplace. All you need to do is to harness this opportunity and reach out through social media marke,ng and community management.
Ysobel Hamdjojo firstname.lastname@example.org Cer,ﬁed Google Anay,cs Individual, Prince2 Project Management Prac,,oner MBA, Marke,ng Let’s connect in LinkedIn: hgp://www.linkedin.com/in/ysobel Let’s engage in Twiger: hgp://twiger.com/#!/oh_bella hgp://www.loudwhistle.asia