Public sector DIGITAL MARKETING NOW AND IN THE FUTURE
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Public Sector Digital Marketing - now and in the future. Presentation delivered by Jason Davey at the 'Public Sector Marketing' conference held in Sydney, Australia in June 2009. For more information, visit http://www.bullseye.com.au
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Public sector DIGITAL MARKETING NOW AND IN THE FUTURE
- 1. Public sector DIGITAL MARKETING NOW AND IN THE FUTURE Jason Davey MANAGING DIRECTOR – DIGITAL MARKETING
- 2. Agenda: THE DIGITAL LANDSCAPE TODAY SOME CASE STUDIES YOUR FIRST STEPS INTO SOCIAL MEDIA
- 3. 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!)
- 4. 76% don’t believe that companies tell the truth in advertisements Source: Yankelowich
- 8. 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
- 9. 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
- 10. Social media impacts your reputation: VIDEO 100M+videos 83%watch videos online Source: Universal McCann Comparative Study on Social Media Trends, April 2008
- 11. 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
- 13. SO WHAT SHOULD YOU BE DOING?
- 14. DELIVER VALUE IN YOUR MARKETING.
- 15. Or,more simply put… CREATE VALUABLE CONTENT YOU WILL GET FREE MEDIA! that people will want to share.
- 17. Provides real-time weather and UV info direct to your desktop
- 20. 9,000 calls per hour Source: Hitwise, March 2009
- 21. Victorian Government bushfire widget
- 22. Victorian Government bushfire widget
- 23. Victorian Government bushfire widget
- 24. Victorian Government bushfire widget
- 26. 1:722 viral ratio
- 27. 25% interacted with the widget
- 29. TAKING THE first steps Social Media Marketing
- 30. It’s not rocket science...
- 33. Uncover content insightsFROM YOUR AUDIENCE
- 34. engage I love comments or
- 35. 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
- 36. INFLUENCE
- 38. 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
- 39. 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
Editor's Notes
- 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
- 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.