Social Media 101: Making Your
Organization Social Media Friendly
Case Study:
Public Health Agency of Canada
Presented at the Advanced Learning Institute
Social Media for Government Summit
www.digitalOttawa.ca
Monday, February 9, 2009

Who
Communication and marketing consultants with a passion for the Web
since 1995. Working with public sector organizations such as...
Canadian Heritage
o
Canadian Museum of Civilization Corporation
o
Canadian Museum of Nature
o
Canadian Security Intelligence Service
o
Elections Canada
o
Environment Canada
o
Foreign Affairs and International Trade
o
Health Canada
o
Industry Canada
o
Justice Canada
o
Parks Canada
o
Public Health Agency of Canada
o
...
o

Public Health Agency of Canada (PHAC)
New approach to federal leadership and
collaboration with provinces and territories on
efforts to renew the public health system in Canada
and support a sustainable health care system.

Web 1.0 Web 2.0
vs
Web 1.0 Web 2.0
• Eyeballs • Hands
• Microsoft Encarta • Wikipedia
• Personal Web sites • Blogging
• CMS* • Wikis
• Directories • Tagging
• Instant Messenger • Twitter
MULTI-WAY
ONE WAY
CONVERSATION
CONVERSATION

Social Media Buzz Words
Familiar with
\"RSS\" and \"podcasts\"?
What about
\"micro-blogging\"? (twitter)
Are you
social bookmarking?

Why are you here?
Are you in communications / marketing?
IM or IT?
Manager / Executive?

What is Web 2.0 & Social Media

What does an organization do with “it”?

What we’re moving towards
1. participating in the conversation
2. initiating conversation
3. sharing content
4. social media in “all” campaigns

Challenges for the public sector
• Risk adverse
• Slow with change
• Policies & processes
• Information control
• Human resources
• Standards and guidelines
• Technical infrastructure
• Official languages
• Governance
• Security and legal aspects
• …

a. participating in the conversation

a. participating in the conversation

b. initiating conversation

b. initiating conversation (social media release)

c. sharing content (aggregation)

c. sharing content (3rd parties)

d. social media in “all” campaigns

d. social media in “all” campaigns

How to get there

1. Needs Assessment

2. Educating

3. Planning

4. Implementing

5. Coaching

6. Evaluating

Back to > Needs Assessment

Why?
~2,000 years of One Way Communication
Web 2.0 + Social Media make Multi-Way possible

Why?
HUGE Social behavioral changes are happening!
Expectations!!!
• Improve Collaboration
• Improve Communications
• Increase Responsiveness
• Increase Transparency
• Increase Engagement
Accessible, Affordable and Effective

Why? Who runs the world in 5yrs?
Source: www.deloitte.com/dtt/article/0,1002,sid%3D2245%26cid%3D156096,00.html

Why? It’s HERE!!!

Questions?

Catch us @
Jason Prini
Marquis Côté
jason@digitalottawa.ca
marquis@digitalottawa.ca
twitter.com/jasonprini/
twitter.com/marquiscote/
www.digitalOttawa.ca
www.comonlookandfeel.ca

Examples – blogs
www.citizenvoices.gg.ca blog.privcom.gc.ca

Examples – bloggers UK
blogs.fco.gov.uk

Examples – PMO on YouTube
www.youtube.com/user/pmocpm

Examples – social marketing
www.flickoff.org www.abovetheinfluence.com

Examples – social marketing
www.stupid.ca www.thatguy.com