Get Out Of Your Comfort Zone Colin McKay September 17, 2008 ALI Social Media in Government Conference

Creative, Not Foolhardy You want to be imaginative You want to be inspirational But still be practical

Practical means: integrated with your strategic communications plans tied to branch and departmental business goals linked to departmental IT plan

integrated with your strategic communications plans

tied to branch and departmental business goals

linked to departmental IT plan

What Was That About Planning? Two ways to implement social media in a large organization: sneaky effective

Two ways to implement social media in a large organization:

sneaky

effective

Sneaky is quick and fun. You look cool to your friends – online and off Effective means you adapt social media tools to meet your communications goals, speak to your stakeholders, develop new communities – and get your organization to buy into the concept.

Hoodwinking Your Colleagues Your pitch for a social media campaign has to: prove benefits meet existing policies reassure decision makers

Your pitch for a social media campaign has to:

prove benefits

meet existing policies

reassure decision makers

Your Pitch Must Also: anticipate how the campaign will raise expectations from stakeholders forecast increased workload for your team and supporting staff explain the campaign will be integrated with client’s plans

anticipate how the campaign will raise expectations from stakeholders

forecast increased workload for your team and supporting staff

explain the campaign will be integrated with client’s plans

Mitigating Risk is the Key How will your campaign go wrong? poor engagement by target groups negative reaction from online community poor preparation for high profile issues

How will your campaign go wrong?

poor engagement by target groups

negative reaction from online community

poor preparation for high profile issues

Responsibility for the campaign YOU are responsible, and YOU must be capable of tracking, interpreting and evaluating your social media campaign. After all, YOU sit down the hall from the boss.