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Creating a Movement Host City Auckland 2011 Interactive Scoping Prepared by  Courtney Lambert
Creating a Movement Host City Auckland 2011 <ul><li>Opportunity exists to establish auckland2011.com as the heart of the h...
Creating a Movement Host City Auckland 2011 <ul><li>Three ways to create a movement: </li></ul><ul><li>Tell a story about ...
Creating a Movement Host City Auckland 2011 <ul><li>Benefits of a movement: </li></ul><ul><li>As a public project, enables...
Creating a Movement Host City Auckland 2011 <ul><li>Measurement based on stakeholder need and usage; not web server stats ...
Creating a Movement Host City Auckland 2011 <ul><li>Currently have three primary stakeholder groups (Partners/Visitors/Bus...
Creating a Movement Host City Auckland 2011 <ul><li>Site is currently catering to different ‘groups’ </li></ul><ul><li>A ‘...
Creating a Movement Host City Auckland 2011 <ul><li>Two things to turn a group into a tribe: </li></ul><ul><li>A shared in...
Creating a Movement Host City Auckland 2011 <ul><li>Four ways of communication: </li></ul><ul><li>Leader to tribe (current...
Creating a Movement Host City Auckland 2011 <ul><li>RWC Auckland needs to show leadership to  leverage its relationships <...
Creating a Movement Host City Auckland 2011 <ul><li>1.Tribal leader (RSG) provides tools to enable </li></ul><ul><li>membe...
Creating a Movement Host City Auckland 2011 Partners Is Auckland ready for RWC? E-letter Blog Forum/document sharing Blog ...
Creating a Movement Host City Auckland 2011 Visitors I’m planning on visiting Auckland as part of RWC E-letter Blog/microb...
Creating a Movement Host City Auckland 2011 Business How can my business benefit from RWC Auckland? E-letter Blog, fanpage...
What Might This Look Like? Tribe Tahi: Partners Web based project management applications like BaseCamp allow for document...
What Might This Look Like? Tribe Rua: Visitors <ul><li>Microblog e.g Twitter, creates connection and  live updates build e...
What might this look like? Tribe Toru: Business <ul><li>Sharing practical tips provide tangible benefits of belonging to t...
Managing Communications Risk <ul><li>The easiest thing is to react </li></ul><ul><li>The second easiest thing is to respon...
Managing Communications Risk <ul><li>Recommend RWC social media strategy is developed in line with egovt guidelines to sup...
The Tech Stuff <ul><li>Original site map needs to be reassessed to enable more simple user navigation and measurement </li...
Resource Requirement Regional Comms Manager June 09 Interactive Lead July 09 Interactive Editor  Sept 09 Interactive Coord...
Things To Do Now: Partners <ul><li>Focus on building and leveraging the ‘project partners' tribe by joining and supporting...
Things To Do Now: Visitors <ul><li>Register social networking usernames auckland2011 (twitter, facebook, wetpaint, digg) <...
Things to Do Now: Business <ul><li>Invite business person or commentator to blog a series on business opportunities throug...
<ul><li>People will spend their time and energy on things they believe in </li></ul><ul><li>TRUST/INVOLVE/CONNECT </li></u...
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Movement Preso RWC

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Transcript of "Movement Preso RWC"

  1. 1. Creating a Movement Host City Auckland 2011 Interactive Scoping Prepared by Courtney Lambert
  2. 2. Creating a Movement Host City Auckland 2011 <ul><li>Opportunity exists to establish auckland2011.com as the heart of the host city Auckland Rugby World Cup movement </li></ul>
  3. 3. Creating a Movement Host City Auckland 2011 <ul><li>Three ways to create a movement: </li></ul><ul><li>Tell a story about who we are and the future we’re trying to build (current site) </li></ul><ul><li>A connection between and among the leader(Regional Steering Group) and the tribe(stakeholders) </li></ul><ul><li>Something to do (ways to get involved) </li></ul>
  4. 4. Creating a Movement Host City Auckland 2011 <ul><li>Benefits of a movement: </li></ul><ul><li>As a public project, enables transparency and participation </li></ul><ul><li>Leverage existing base of well resourced partner organisations e.g. unions, councils, tournament organisers </li></ul><ul><li>Diverse stakeholder requirements are met without diluting RWC Auckland communications objectives </li></ul>
  5. 5. Creating a Movement Host City Auckland 2011 <ul><li>Measurement based on stakeholder need and usage; not web server stats </li></ul><ul><li>Earned as opposed to paid media </li></ul><ul><li>Less spend on search engine optimisation tools e.g Google ads </li></ul><ul><li>Feedback loop is monitored and can be managed </li></ul>
  6. 6. Creating a Movement Host City Auckland 2011 <ul><li>Currently have three primary stakeholder groups (Partners/Visitors/Business) </li></ul><ul><li>Think of three groups as ‘tribes’ </li></ul><ul><li>Current trust levels are low and messaging is fragmented by project partner objectives </li></ul><ul><li>Need to build trust through the tribal partners </li></ul>
  7. 7. Creating a Movement Host City Auckland 2011 <ul><li>Site is currently catering to different ‘groups’ </li></ul><ul><li>A ‘group’ is a ‘tribe’ without a leader </li></ul><ul><li>A ‘group’ is a ‘tribe’ without communication </li></ul><ul><li>How to leverage the power of ‘tribes’ to create a movement? </li></ul>
  8. 8. Creating a Movement Host City Auckland 2011 <ul><li>Two things to turn a group into a tribe: </li></ul><ul><li>A shared interest </li></ul><ul><li>A way to communicate </li></ul>
  9. 9. Creating a Movement Host City Auckland 2011 <ul><li>Four ways of communication: </li></ul><ul><li>Leader to tribe (current site=broadcast) </li></ul><ul><li>Tribe to leader </li></ul><ul><li>Tribe member to tribe member </li></ul><ul><li>Tribe member to outsider </li></ul>
  10. 10. Creating a Movement Host City Auckland 2011 <ul><li>RWC Auckland needs to show leadership to leverage its relationships </li></ul><ul><li>Innovation is the currency of tribes as gets attention </li></ul><ul><li>How does RWC Auckland demonstrate innovation to the rest of the tribal partners? </li></ul>
  11. 11. Creating a Movement Host City Auckland 2011 <ul><li>1.Tribal leader (RSG) provides tools to enable </li></ul><ul><li>members to tighten their connections </li></ul><ul><li>2. Emphasis is on connection; not content </li></ul><ul><li>3. Think user-driven, user-created content </li></ul>
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. What Might This Look Like? Tribe Rua: Visitors <ul><li>Microblog e.g Twitter, creates connection and live updates build energy-tribe grows quickly TRIBAL GROWTH </li></ul>
  17. 17. What might this look like? Tribe Toru: Business <ul><li>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 </li></ul>
  18. 18. Managing Communications Risk <ul><li>The easiest thing is to react </li></ul><ul><li>The second easiest thing is to respond </li></ul><ul><li>The hardest thing is to initiate </li></ul>
  19. 19. Managing Communications Risk <ul><li>Recommend RWC social media strategy is developed in line with egovt guidelines to support Regional Communications framework </li></ul><ul><li>Link: http://www.sec.govt.nz/guidance-social-media-use </li></ul>
  20. 20. The Tech Stuff <ul><li>Original site map needs to be reassessed to enable more simple user navigation and measurement </li></ul><ul><li>See sample </li></ul>
  21. 21. Resource Requirement Regional Comms Manager June 09 Interactive Lead July 09 Interactive Editor Sept 09 Interactive Coordinator Sept 2010
  22. 22. Things To Do Now: Partners <ul><li>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 </li></ul><ul><li>Provide a tool for them to get involved e.g Basecamp or live forum </li></ul><ul><li>Provide monthly eletters using existing third party provider Smartmail </li></ul>
  23. 23. Things To Do Now: Visitors <ul><li>Register social networking usernames auckland2011 (twitter, facebook, wetpaint, digg) </li></ul><ul><li>Brainstorm content ideas to develop promotional schedule e.g. opening ceremony user developed site, giveaways, key dates </li></ul><ul><li>Develop editorial/promotional plan </li></ul>
  24. 24. Things to Do Now: Business <ul><li>Invite business person or commentator to blog a series on business opportunities through RWC Auckland </li></ul><ul><li>Organise and edit pages by business issue and post links to tribal partners </li></ul><ul><li>Identify and develop case study of Auckland business working towards RWC to share across tribe members </li></ul>
  25. 25. <ul><li>People will spend their time and energy on things they believe in </li></ul><ul><li>TRUST/INVOLVE/CONNECT </li></ul><ul><li>START CONVERSATIONS </li></ul><ul><li>START A MOVEMENT </li></ul>
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