2 day coursework outlines for Singapore DoD
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2 day coursework outline (bare bones) for Singapore Department of Defence and other Government bodies. 28 attendees, 12 exercises. This is for them to download.

2 day coursework outline (bare bones) for Singapore Department of Defence and other Government bodies. 28 attendees, 12 exercises. This is for them to download.

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2 day coursework outlines for Singapore DoD Presentation Transcript

  • 1. Social Media Strategic Social Media Engagement for DoD and Government 2.0 © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 2. Social Media 1. Intro to Content Networks © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 3. Social Media Content Portal Diagram Blogs Wikis © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 4. Social Media TEXT © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 5. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 6. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 7. Social Media Exercise What is the difference between a blog and FACEBOOK. (if you are not a user of Facebook, team with someone who is!) © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 8. Social Media 2. Distribution Networks © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 9. Social Media Facebook RSS Widgets Social Bookmarking Social Tagging © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 10. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 11. Social Media Facebook Viral Touchpoints Mini-Feed Profile Page App Discovery News-Feed Application Directory Requests/Invites Wall Notifications Notes Email and more Shared Items © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 12. Social Media POPULATION 4.84 MILLION © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 13. Social Media Among Singaporeans, Facebook is the 12th most hit website with 7.4 per cent of the 4 million-big population registered as users. (sep 2008) 1,374,720 Singaporeans active from 4,840,000 is 28% of the population. Sep 2009 © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 14. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 15. Social Media CHIEFINGREDIENT.COM © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 16. Social Media Exercise FIND FILTER FORWARD: What sort of content do people “find, filter, forward” to each other? How do they find it? What filters do they use? What means do they use to forward the content? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 17. Social Media 3. Conversation Networks © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 18. Social Media Twitter Forums Instant Messaging Voice Stranger Networks © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 19. Social Media REGMEDIA © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 20. Social Media Evaluating Social Networks Is it instant or delayed communication? Can people edit each others work? Does one person control the discussion or does each person get to open up a topic? Live content or created in isolation? Open broadcast or closed, gated community? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 21. KOMMENTTI Thursday, 3 September 2009
  • 22. Social Media 4. Next Generation Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 23. Social Media Media Transformation & P.R. Human Collaboration Challenges for Public Affairs offices © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 24. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 25. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 26. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 27. SINGEO Thursday, 3 September 2009
  • 28. Social Media NEA.GOV.SG © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 29. Social Media Exercise Think of a problem, challenge or opportunity specific to Singapore What sort of solutions might the general public offer if they were asked to help design the solution? Alternatively, do you know of a situation where the community solved the problem themselves? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 30. Social Media 5. Social Media in Government © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 31. Social Media Tools Available Navigating Social Media Political Blogging Engaging the civic community Social Media Marketing for Gov Success Stories © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 32. Social Media Study 88% of e-citizens believe local e-government services can be improved by utilizing Web 2.0 technologies while 81% think that government services and information should be made available through Web 2.0 communities and social networks. SINGAPORE IDA © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 33. Social Media According to the survey, the Y-generation is concerned about privacy and identity theft issues for Web 2.0. That means Singapore government CIOs must ensure the citizens' rights and identities are protected as they open up services via the social networking paradigm. © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 34. Social Media Exercise What is cultural relevancy when it comes to generations? How and what do Generation Y (or any connected generation) want or use for information channels? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 35. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 36. Social Media 6. Social Media and Sensitive Information © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 37. Social Media Balance between Public Information and Safety How social media can benefit your department Countering inaccurate information © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 38. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 39. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 40. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 41. Social Media Exercise What social media guidelines do you have for your organisation? Where do Singaporeans go for “accurate” information - the newspapers? Government websites? their neighbours? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 42. Social Media 7. How to use Social Media in a Crisis © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 43. Social Media Addressing misperception and misinformation Maintaining a positive image Tailoring your message Speed is the key Using advocacy groups to your advantage © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 44. Thursday, 3 September 2009
  • 45. Social Media Exercise We have covered blogs and wikis and Twitter and Facebook as content vs distribution vs conversation tools. How can these be put together to rapidly deploy a response to social media discussions? What is the challenge if traditional media only is used? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 46. Social Media 8. Integrating Social Media into Strategic Communications © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 47. Social Media Designing integrated communications for specific target groups Key online influences which affect campaigns Enlisting online assistance © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 48. Social Media SOCIAL SEARCH © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 49. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 50. Social Media Key Components Listen, Involve the Purpose, Values, Rituals Create Content contextually relevant to them, Build your trust/reputation profile. Discuss by leaving comments, asking questions Promote by giving tools such as widgets and social media press releases Measure - reach, exposure, sentiment, etc. Adapt. © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 51. Social Media 9. How to Maximize your Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 52. Social Media Promoting your organizations message Turning blogging into an asset to your agency Best practices in implementing a blog site Promoting your blog presence © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 53. RELEVANT TOOLS MUSICALFOSTER.COM Thursday, 3 September 2009
  • 54. Social Media Blog Features Title and tagline for Purpose and Values Articles with links out, embedded media Industry relevant not self promotion. Tone and topic important. Manage comments SEO, plugins and templates. (DEMONSTRATION) Outreach to Twitter, Facebook © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 55. Social Media Exercise Each person discuss what they are interested in, a hobby. In pairs, combine the stories “linking” to each other. Discuss media that could be embedded. Finally, list your favourite blogs and why you like them. © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 56. Social Media 10. Digital Journalism © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 57. Social Media Trends facing new digital journalism News feeds and how they benefit your organisation Reaching your public and obtaining feedback Communicating a value proposition to your community © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 58. Social Media IGOOGLE © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 59. Social Media COMM215.WETPAINT.COM © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 60. Social Media © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 61. Social Media Exercise What role can social media play in these Singaporean industries and areas? - Travel & Tourism - Production - Science and Technology - Transport - H.R. & Recruitment - Defence © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 62. Social Media 11. Developing A Master Plan for Your Social Media Strategy © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 63. Social Media Making sure your plan has built in contingencies how to evaluate your strategy for holes before you get into a crisis Train the crisis team Integrate your strategy into an overall communications structure © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 64. Social Media Are you monitoring the Internet for mentions of your services? Do you respond? Do you have social media guidelines for staff? Do you know the Purpose & Values of SNs? Do you have a mix of social/traditional ? Do they comment or actively contribute? © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 65. Social Media BHC3 © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 66. Social Media 12. A local Government case study © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 67. Social Media Singapore Gov Funds Online Dating Site © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 68. Social Media Spare Slides © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009
  • 69. Social Media More than half of the CIOs in Singapore are increasing their investments in building new business applications based on Web 2.0 technologies and are actively revamping social networking and collaboration services for employees in 2009. This is according to IDC’s ongoing Asia/Pacific Dynamic IT Benchmark 2009 survey which also revealed that 66.7% are actively standardizing corporate business processes with emerging business management tools. © © Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com Thursday, 3 September 2009