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Movement Preso RWC
 

Movement Preso RWC

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Approach Host City Regional

Approach Host City Regional

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    Movement Preso RWC Movement Preso RWC Presentation Transcript

    • Creating a Movement Host City Auckland 2011 Interactive Scoping Prepared by Courtney Lambert
    • Creating a Movement Host City Auckland 2011
      • Opportunity exists to establish auckland2011.com as the heart of the host city Auckland Rugby World Cup movement
    • Creating a Movement Host City Auckland 2011
      • Three ways to create a movement:
      • Tell a story about who we are and the future we’re trying to build (current site)
      • A connection between and among the leader(Regional Steering Group) and the tribe(stakeholders)
      • Something to do (ways to get involved)
    • Creating a Movement Host City Auckland 2011
      • Benefits of a movement:
      • As a public project, enables transparency and participation
      • Leverage existing base of well resourced partner organisations e.g. unions, councils, tournament organisers
      • Diverse stakeholder requirements are met without diluting RWC Auckland communications objectives
    • Creating a Movement Host City Auckland 2011
      • Measurement based on stakeholder need and usage; not web server stats
      • Earned as opposed to paid media
      • Less spend on search engine optimisation tools e.g Google ads
      • Feedback loop is monitored and can be managed
    • Creating a Movement Host City Auckland 2011
      • Currently have three primary stakeholder groups (Partners/Visitors/Business)
      • Think of three groups as ‘tribes’
      • Current trust levels are low and messaging is fragmented by project partner objectives
      • Need to build trust through the tribal partners
    • Creating a Movement Host City Auckland 2011
      • Site is currently catering to different ‘groups’
      • A ‘group’ is a ‘tribe’ without a leader
      • A ‘group’ is a ‘tribe’ without communication
      • How to leverage the power of ‘tribes’ to create a movement?
    • Creating a Movement Host City Auckland 2011
      • Two things to turn a group into a tribe:
      • A shared interest
      • A way to communicate
    • Creating a Movement Host City Auckland 2011
      • Four ways of communication:
      • Leader to tribe (current site=broadcast)
      • Tribe to leader
      • Tribe member to tribe member
      • Tribe member to outsider
    • Creating a Movement Host City Auckland 2011
      • RWC Auckland needs to show leadership to leverage its relationships
      • Innovation is the currency of tribes as gets attention
      • How does RWC Auckland demonstrate innovation to the rest of the tribal partners?
    • Creating a Movement Host City Auckland 2011
      • 1.Tribal leader (RSG) provides tools to enable
      • members to tighten their connections
      • 2. Emphasis is on connection; not content
      • 3. Think user-driven, user-created content
    • Creating a Movement Host City Auckland 2011 Partners Is Auckland ready for RWC? E-letter Blog Forum/document sharing Blog trackbacks Tribe Tahi Shared interest Primary way to communicate Leader to tribe Tribe to leader Tribe member to tribe member Tribe member to outsider
    • Creating a Movement Host City Auckland 2011 Visitors I’m planning on visiting Auckland as part of RWC E-letter Blog/microblog, fanpages Blog/microblog, fanpages Blog trackbacks, fanpage invites Tribe Rua Shared interest Primary way to communicate Leader to tribe Tribe to leader Tribe member to tribe member Tribe member to outsider
    • Creating a Movement Host City Auckland 2011 Business How can my business benefit from RWC Auckland? E-letter Blog, fanpages Forum, document sharing Blog & e-letter trackbacks Tribe Shared interest Way to communicate Leader to tribe Tribe to leader Tribe member to tribe member Tribe member to outsider
    • What Might This Look Like? Tribe Tahi: Partners Web based project management applications like BaseCamp allow for document sharing and build trust in the tribal network INNOVATION>LEADERSHIP
    • What Might This Look Like? Tribe Rua: Visitors
      • Microblog e.g Twitter, creates connection and live updates build energy-tribe grows quickly TRIBAL GROWTH
    • What might this look like? Tribe Toru: Business
      • Sharing practical tips provide tangible benefits of belonging to the tribe. Connections create shared purpose and an opportunity to feedback and have conversations SHARED INTEREST
    • Managing Communications Risk
      • The easiest thing is to react
      • The second easiest thing is to respond
      • The hardest thing is to initiate
    • Managing Communications Risk
      • Recommend RWC social media strategy is developed in line with egovt guidelines to support Regional Communications framework
      • Link: http://www.sec.govt.nz/guidance-social-media-use
    • The Tech Stuff
      • Original site map needs to be reassessed to enable more simple user navigation and measurement
      • See sample
    • Resource Requirement Regional Comms Manager June 09 Interactive Lead July 09 Interactive Editor Sept 09 Interactive Coordinator Sept 2010
    • Things To Do Now: Partners
      • Focus on building and leveraging the ‘project partners' tribe by joining and supporting their tribes e.g. comments on blogs, follow on twitter, facebook fan pages
      • Provide a tool for them to get involved e.g Basecamp or live forum
      • Provide monthly eletters using existing third party provider Smartmail
    • Things To Do Now: Visitors
      • Register social networking usernames auckland2011 (twitter, facebook, wetpaint, digg)
      • Brainstorm content ideas to develop promotional schedule e.g. opening ceremony user developed site, giveaways, key dates
      • Develop editorial/promotional plan
    • Things to Do Now: Business
      • Invite business person or commentator to blog a series on business opportunities through RWC Auckland
      • Organise and edit pages by business issue and post links to tribal partners
      • Identify and develop case study of Auckland business working towards RWC to share across tribe members
      • People will spend their time and energy on things they believe in
      • TRUST/INVOLVE/CONNECT
      • START CONVERSATIONS
      • START A MOVEMENT