Social Media Seminar delivered to Gov't of PEI

1. 1
Social Media Overview
for
Communications Officers of the
Province of PEI

2. 2
Introduction

3. 3
Agenda
Define social media
Look at some examples
Review OASIS framework
Lunch
Apply the principles

4. 4
Definition
A social trend where people turn to each other to
get things done, and not to a central institution.
Who knows what social media is?

5. 5
Steven Pate

6. 6
Peter Rukavena

7. 7
TimBanks.ca"run,ifyoucan'thide"
Tim Banks is the CEO of APM, a Canada wide construction and property development company, with its
head office in Charlottetown, PEI. My family has lived on PEI for over eight generations and I was born
at the Prince County Hospital in Summerside, PEI. I am hoping someone will soon develop a blood test
to authenticate when you actually become an "Islander" as I am still having problems explaining where
I'm from?
Twitter Feed Monday, July 13, 2009
Tim's Tweets Where was the Guardian Editor....
1 Premier Ghiz and wife Kate
have new baby girl Juila
Elizabeth 8 lbs 12 ounces at Where was the Guardian Editor Friday when he sent Wayne Thibodeau out to
11:30 pm congratulations to cover the Cavendish Music Festival... Wayne's a good reporter and great at
all 4 days ago
2 Stratford Towers Pulls Plug on covering the legislature and other top news items... but our Tourism industry is
project...Condominium BLEEDING and we need some “good” news... so what do we get in Saturday's
project cancelled... blame
focused on "Lagoon" which
paper... a picture of some whining VIP with a 19 people petition wanting to
was there before move the VIP tent closer to the stage... a "bullshit" negative story that should
project...weird? 5 days ago have never made it pass go let alone take half the copy... I couldn't believe
3 Banks found
"guilty"....http://bit.ly/ it... the biggest event on PEI and it gets 2nd page billing and half of which was
NedgM 6 days ago negative... tourist operator's are looking for something positive and that's just
4 Donnie Clow a native Islander
was appointed CEO of
what they got in spades from the promoters... surely had the Guardian sent an
Crombie Properties which is entertainment reporter out to the site they would have figured out that 19
controlled by Sobeys... see whining VIP's (most of which belonged to one family) really wasn't much of a
www.timbanks.ca for full
story. 10 days ago story... and if I were the promoters and tourist operators I'd be sitting in the
5 Thinking about the perect publisher's office today telling him where the Guardian could shove their
burger http://bit.ly/yWke8
maybe just go to Shirley's in advertising in the future... good news sells papers too...
Brackley for one 12 days ago ‘We love ’em all’
6 To follow me on Twitter click Thousands enjoy Day 1 of the three-day Cavendish Beach Music Festival
here and either login to your WAYNE THIBODEAU
account or create a new one.
Who knows what social media is?

8. 8
Who knows what social media is?

9. 9
Who knows what social media is?

10. 10
Who knows what social media is?

11. 11
Gov’t home page

12. 12
SHARE

13. 13

14. 14

15. 15
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16. 16
Cash on hand, at June 30, 2008 - $71,670,324
Unpaid campaign debts, at June 30, 2008 - $890,921
Contributions, net total to June 30, 2008 - $337,990,555
• Contributions for Jan 2008 - $32 million
• Contributions for Feb 2008 - $55 million
• Contributons for Mar 2008 - $41 million
• Contributions for Apr 2008 - $31 million
• Contributions for May 2008 - $22 million
• Contributions for June 2008 - $50 million

17. 17
OASIS
A sound methodology for designing, launching and
managing social media projects.

18. 18
OASIS
Objectives
Audience
Strategy
Implementation
Sustainment

19. 10
Objectives
The first step is deciding what you want
Create a S.M.A.R.T*. Objective (or two)
Make sure your objective contributes to at least
one organizational objective
*Specific, Measureable, Attainable, Relevant, Timed

20. 20
Objectives - cont’d
Internal and external stakeholder consultation
Marketing and communications
Operations
Support and service
Objectives need to be measurable, link measurement to success
metrics.

21. 21
Audience
This is critical
Who are you connecting to?
What role will they play?
Online behaviour is not real life

22. 14
Audience - cont’d
Determine from your available resources how you
will...
• segment your audience, and;
• discover their online characteristics

23. 17
Audience - cont’d
What capabilities and behaviours do they have:
• Lurkers? Contributors? Creators? Hunter/gatherers?
• Use mobile? Web-only?
• What sites do they visit?
• What do they look for?

24. 19
Audience - cont’d
Use any recent existing research available
Conduct secondary audience research to verify
and validate
Conduct primary audience research, if possible
Research all online conversations

25. 20
Example
Primary Audience:
• Drivers license holders, aged 18-30, live in towns and
cities across province, travel 2-3 times per day via car
or truck, generally tech-savvy and participatory online,
high use of mobile devices, likely to have a profile in
one or more social networks, high consumers of video,
etc…

26. 26
Audiences in general
NA Watch Join Organize
Criticize Create
10%
25%
16%
5 basic behaviours
6%
13%
30%
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Watch - read/watch.listen to social media (blogs, video, forums,
ratings, reviews)
Join - Maintain an on-line profile somewhere
Organize - Use RSS, tag photos, DIGG/Del.ic.ious

27. 27
Audience
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Watch - read/watch.listen to social media (blogs, video, forums,
ratings, reviews)
Join - Maintain an on-line profile somewhere
Organize - Use RSS, tag photos, DIGG/Del.ic.ious

28. 28
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Blue Bars indicate the percentage of the selected demographic that are in each Social
Technographics group.
The white marks indicate the same percentages for the whole population of the country selected.
The index indicates how the demographic compares to the population — a score of 100 means the
demographic is the same as the population average.

29. 29
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

30. 30
Audiences in general
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

31. 31
Strategy
How will you engage your audience?
Who gives, who gets?
How will they engage each other?
What are they looking for from each other?
How will this meet your goals?
What are you looking for?
Simple travel widget
Complex network of contributors with many actors, links and outcomes

32. 32
Strategy
Simple travel widget
Complex network of contributors with many actors, links and outcomes

33. 24
Implementation
Before you pick a tool, pick a type of tool:
• Should we be blogging?
• Host a discussion forum?
• Create videos?
• Join a social network?
• Replicate content?

34. 34
Implementation - cont’d
It will be a waste
of time using any
tool, if your
audience does
not use it, too.
That’s why your
audience
research is so
important.
(Image source: Robert Scoble & Darren Barefoot)

35. 35
Sustainment
You’ve launched, now what?
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if it goes right?

36. 33
Sustainment - cont’d
OASIS
You are the host
• Treat everyone like a guest
• Interact, gauge reaction, ask questions, give honest
answers. Listen. Provide.
Nurture, measure, adjust
Results not what you want? Do things differently.
Results are good? Do more of the same!

37. 37
Key Points
Start with objectives
Know your audience
Measure, and monitor
Get leadership on-side
Look before you leap!

38. 38
Lunch

39. 39
Example1 - Objectives
Assign priorities to road
repairs

40. 40
Example1 - Audience
Drivers motivated by better roads
Cell Phones
Websites
DOT wants to be effective
Websites
Repair crews want direction
No on-line usage

41. 41
Example1 - Strategy
Geotag potholes
Rank them
Tell DOT
Fix them

42. 42
Example1 - Implementation
Smartphone
Geocoded content
Photo site
Presentation
Vote/rank
Communicate priorities and location
Fix them

43. 43
Example1 - Implementation

44. 44
Example1 - Implementation - cont’d
1
2
3
Rank
Tag
Tell

45. 45

46. 46
Example1 - Implementation - cont’d
Rank
Tag
Tell

47. 47
Thank you