Public Sector Digital Marketing - Bullseye

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+ Alex Wong 4 months ago
Looks good : )

Notes on slide 1

We now know the truth - Advertising is no longer as effective as it used to be.

There’s been a massive explosion in social networking, thanks to these guys......

Or should I say, *all of these* guys.........

Mass communication is now available to the masses.The average Facebook user now has over 100 friends. That’s the *average*!!!!My 200 connections on LinkedIn provide me with access to over 2M people!

We can’t ignore the fact that social media impacts your reputation:

That’s a massive change in the marketing landscape from only 5 or so years ago.

Provide easy access to information. Use widgets. This is a great example from the Cancer Institute of NSW.

I’m sure you all remember Black Saturday. This is a photo from somebody’s wedding, watching the fires come over the mountain in front of them.

173 people died in those fires, over 500 were seriously injured and 2,200 homes were destroyed.

During the fires, there was an enormous load on emergency resources, as the demand by the public to be kept informed increased – fuelled even more by international interest.

For the VIC Dept of Justice, Bullseye created a Bushfire widget (in 24 hrs) that could be deployed on blogs, websites and social networks such as Facebook to ensure that traffic to official websites was minimised, yet keeping the public informed of news and information.

The widget fed in: latest official news feeds, official videos, FlickR photo slideshow, and live Twitter feeds – all without the user needing to leave the page they were on.

Users could donate directly from the widget to The Red Cross, and share the widget with others by adding it to their blog or favourite social network.

There were some interesting results.For every person who installed the widget, there were 722 people who viewed the content from that installation

Bullseye created a viral video promotion to build awareness of the Electronic Talent Identification program developed by the ASC. This short video tells the story of the success of this viral.The viral received about$1M of international media coverage.

The first step is to LISTEN to what is already going on and being said about your organisation or service in social media.

We offer a Social Media Monitoring service that pulls in feeds from social media based on brand or service keywords. VicRoads is currently using this service to monitor consumer sentiment about their brand.

But beyond monitoring brand terms, you should really get into the heads of your audience and see what else it is they are interested in, and find the ‘content glue’ that can be the magnet between your marketing message and your audience. Like the UV/weather widget is the glue between people and the Cancer Institute, and up-to-date news and information was the glue for bushfires.

You need to prepare for engagement with your audience in the Social Media space. Learn to love it, or find someone who does.Allow people to come together and collaborate. These tools can help produce more positive relationships by supplementing one-way communication with dialogue, and impersonal pronouncements with more personal interaction. Combine insights with those of others in the community in ways that were previously not possible.

The rules during engagement are simple. In fact, in 44BC Cicero wrote 9 rules for public servants to observe whilst ‘on duty’ with their public – these are still relevant today!

The third step is INFLUENCE. Use social media to influence the conversation. The Obama campaign raised $550M of funding through social media marketing and influenced the outcome of the election.

With the imminence of the National Broadband Network initiative, we need to consider what will be happening in the future and consider this is our marketing strategies.

Bullseye is writing a Whitepaper for business@100Mbps so if you leave me your business card, I’ll ensure you get sent a copy.

Thankyou, here are my contact details if you would like to get in touch with me, and please join myself and other Bullseye team members for networking and complimentary drinks in the Zipp bar at 4pm.

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Public Sector Digital Marketing - Bullseye - Presentation Transcript

Public sector
DIGITAL MARKETING
NOW AND IN THE FUTURE
Jason Davey
MANAGING DIRECTOR – DIGITAL MARKETING
Agenda:
THE DIGITAL LANDSCAPE TODAY
SOME CASE STUDIES
YOUR FIRST STEPS INTO SOCIAL MEDIA
TODAY’S ENVIRONMENT
The internet has provided people with unprecedented access to information.
People are now more marketing savvy than ever before and have become cynical about advertising
Armed with the facts, people are sharing information and driving changes in behaviour (and in government!)
76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
MASSES COMMUNICATION
Social media impacts your reputation:
BLOGS
29%have started a blog
62%read blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3 – Australian figures
Social media impacts your reputation:
BLOGS
34%post opinions
36%think more positively
Source: Universal McCann Power to the people - Social Media Tracker Wave 3 – Australian figures
Social media impacts your reputation:
VIDEO
100M+videos
83%watch videos online
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
Social media impacts your reputation:
SOCIAL
57%joined a social network
53%uploaded photos
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
SO WHAT SHOULD YOU BE DOING?
DELIVER
VALUE
IN YOUR
MARKETING.
Or,more simply put…
CREATE
VALUABLE
CONTENT
YOU WILL GET FREE MEDIA!
that people will want to share.
Weather/UV Widget
- Select your location
- Provides real-time weather and UV info direct to your desktop
- Sun protection advice and reminders
9,000 calls per hour
Source: Hitwise, March 2009
Victorian Government bushfire widget
Victorian Government bushfire widget
Victorian Government bushfire widget
Victorian Government bushfire widget
Victorian Government bushfire widget
- 85,994 views
- 1:722 viral ratio
- 25% interacted with the widget
- 5,504 donations
AUSTRALIAN SPORTS COMMISSION
Watch this video here.
TAKING THE first steps
Social Media Marketing
It’s not rocket science...
Social Media Monitoring
Uncover content insightsFROM YOUR AUDIENCE
engage
I love comments
or
Cicero’s 9 rules from “On Duties” in 44BC
Speak clearly
Speak easily, but not too much, give others their turn
Do not interrupt
Be courteous
Deal seriously with serious matters, gracefully with lighter ones
Never criticize people behind their backs
Stick to subjects of general interests
Do not talk about yourself
Never lose your temper
INFLUENCE
marketing@100Mbps
Marketing@100Mbps
Customer service will be online, real-time
Customer experience = your brand
More video content than written content
We will all become publishers
A flight to quality: Useful, usable, enjoyable content will rule
Content (quality) filtering will be paramount
More information
jason.davey@bullseye.com.au
+61 2 8923 5017
www.twitter.com/jasondavey
http://blog.bullseye.com.au
http://www.vimeo.com/bullseye