The roles social media can play in government<br />Public consultation <br />Policy rollout<br />Service delivery<br />Per...
But where do we start?<br />
A social media strategy in three steps<br />Listen<br />Respond<br />Drive<br />
1 Listen<br />
Why listen?<br />
Where are people meeting?<br />
?<br />
What are they talking about?<br />
Keywords to listen to<br />Organisation name<br />Ministry of Education<br />Programmes, projects, services<br />Continuin...
Who are the influencers?<br />
How do you listen?<br />
2 Respond<br />
Hugh MacLeod –gapingvoid.com<br />
3 Drive<br />
Social media engagement incorporates:<br />Corporate blog<br />External forums<br />Blogger outreach<br />Facebook<br />Yo...
Listen<br />Social media strategy in three steps<br />Respond<br />Drive<br />where?<br />are the conversations<br />who?<...
Set measurable objectives<br /><ul><li> Measurable
 Agreed
 Realistic
 Time bound</li></li></ul><li>Creating your objectives<br />
Define objectives and channels for your organisation<br />
Social Media Campaigns<br />
Social media campaign<br />What is the social aspect of it?<br />How does it capture the imagination?<br />Why would someo...
What is the social aspect of it?<br />
How does it capture the imagination?<br />
Why would someone share this?<br />
How does it fulfill your goals?<br />
Where could it fall down?<br />
Some campaigns for inspiration<br />
US Centers for Disease Control<br />
Campaign: Mini Getaway<br />
Create your campaign<br />Remember – Keep it simple! <br />“Any darn fool can make something complex;it takes a genius to ...
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Tom Voirol, Digital Government: talking to the people in a social world

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  • ListenObserveMeasureRespondEngageOn third party platformsDriveBuild your own platformsRun social media campaigns
  • We recently conducted social media research for a financial services client.Where do you reckon we found conversations about financial planning for retirement?((click through sites – getting progressively unpredictable))Why do you think this is?Because people don’t get together with strangers on finance forums to discuss their finances. They get together with fellow rollerskaters on rollerskate forums and talk about rollerskating – and everything else in life.
  • Get participants to note the terms they would listen to.Look for:Company nameProduct namesRelated terms / generic termsMisspellingsCompetitor names
  • Examples: Captures the imagination because it’s aspirational, inclusiveI would share this because it increases my chances of winning, makes me look goodFulfil’s the brand’s goals because it anchors the brand name to the brand messageCould fall down because only one winner, because prize not good enough…Use example of Ben &amp; Jerry’s launch in Australia:Tweet to us and we may come to your office to bring you ice creamThey got to choose the best influencersExcellent word-of-mouth (reciprocity)
  • HK ICAC - 1970s case – teens solve
  • Tom Voirol, Digital Government: talking to the people in a social world

    1. 1.
    2. 2. The roles social media can play in government<br />Public consultation <br />Policy rollout<br />Service delivery<br />Permanent feedback channel<br />Behavioural change campaigns<br />
    3. 3. But where do we start?<br />
    4. 4. A social media strategy in three steps<br />Listen<br />Respond<br />Drive<br />
    5. 5. 1 Listen<br />
    6. 6. Why listen?<br />
    7. 7. Where are people meeting?<br />
    8. 8. ?<br />
    9. 9. What are they talking about?<br />
    10. 10. Keywords to listen to<br />Organisation name<br />Ministry of Education<br />Programmes, projects, services<br />Continuing Education and Training<br />Primary School<br />Syllabus<br />Topics<br />Teacher<br />Mathematics<br />Misspellings<br />Educaiton, educatoin<br />
    11. 11. Who are the influencers?<br />
    12. 12.
    13. 13.
    14. 14. How do you listen?<br />
    15. 15.
    16. 16.
    17. 17. 2 Respond<br />
    18. 18. Hugh MacLeod –gapingvoid.com<br />
    19. 19. 3 Drive<br />
    20. 20.
    21. 21. Social media engagement incorporates:<br />Corporate blog<br />External forums<br />Blogger outreach<br />Facebook<br />YouTube<br />Mobile<br />Departmental website<br />Custom campaign microsite<br />Offline activities<br />
    22. 22. Listen<br />Social media strategy in three steps<br />Respond<br />Drive<br />where?<br />are the conversations<br />who?<br />are the influencers<br />what?<br />are they talking about<br />build presence on facebook, LinkedIn, forums, etc.<br />develop guidelines for staff<br />engage in conversations<br />make your contentshareable<br />createcommunities<br />runcampaigns<br />
    23. 23. Set measurable objectives<br /><ul><li> Measurable
    24. 24. Agreed
    25. 25. Realistic
    26. 26. Time bound</li></li></ul><li>Creating your objectives<br />
    27. 27. Define objectives and channels for your organisation<br />
    28. 28. Social Media Campaigns<br />
    29. 29. Social media campaign<br />What is the social aspect of it?<br />How does it capture the imagination?<br />Why would someone share this?<br />How does it fulfil your goals?<br />Where could it fall down?<br />
    30. 30. What is the social aspect of it?<br />
    31. 31. How does it capture the imagination?<br />
    32. 32. Why would someone share this?<br />
    33. 33. How does it fulfill your goals?<br />
    34. 34. Where could it fall down?<br />
    35. 35. Some campaigns for inspiration<br />
    36. 36. US Centers for Disease Control<br />
    37. 37.
    38. 38. Campaign: Mini Getaway<br />
    39. 39. Create your campaign<br />Remember – Keep it simple! <br />“Any darn fool can make something complex;it takes a genius to make something simple”<br />
    40. 40.
    41. 41. Design a social media campaign and assess the risks and their mitigation<br />“Any darn fool can make something complex;it takes a genius to make something simple”<br />

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