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what is marketing?
a process and set of tools
wrapped in a philosophy for
 helping an organization do
    what it wants to do.
“Social marketing (not
social media marketing) is
the systematic application
of marketing along with
other concepts and
te...
social media is…
people
relationships
technology
there is too much
  focus on the…
“A revolution doesn’t happen when society
adopts new tools, it happens when society
   adopts new behaviours” – Clay Shirky
today’s talk…
Strategy
before tactics…
overall objectives
target audience
Parents of school aged
children, living in urban areas,
$60K household income
key issues
Reach
traditional channels alone
are not fully penetrating
the target audience

Sustainability
traditional channels are
on...
desired outcome
Improved target market penetration (based on objectives)
Increased online visibility of the “Get Prepared” campaign
Ongoin...
what we did…
training
7 hands-on social media
sessions taught over 2
months
social media 101
social media monitoring
collaborative tools
str...
listening
Gauged existing levels
of conversation on
various channels
blogosphere
microblogs
podcasts
photo sharing sites
video ...
had to set
benchmarks
Created a topic profile…


“72 hrs” AND “emergency”
“emergency preparedness”
“emergency kit”
“disaster preparedness”
“Publ...
Google Insights
Google Insights
Technorati Blog Search Graph
Twitter Search
YouTube Search
Flickr Search
Podcast Search
Facebook Search
Facebook Lexicon
strategy
swot development
Strengths       Internal social media knowledge
                Management support
                Co-...
niche targeting
targeted influential Canadian mommy bloggers
  identified through various top 10 lists
  technorati “authority” scores
 ...
measurement
measurable social media objectives
increase online discussion and search in Canada surrounding “emergency
preparedness” an...
tactics
chose select few
http://www.youtube.com/watch?v=Tx4zelWNygk




         Common Craft Video
Social Media Press Release
Identified influencers
Became part of their community
Sent personalized emails
Sent out free emergency kits
Sent them...
Leveraging Existing Partners
preliminary


results
Other metrics just coming in….
SMPR listed in 3640 locations
8572 video views on getprepared.ca
1000+ on youtube (engli...
next steps…
market development
more engagement
begin by listening
start connecting
develop a plan
Step 1: Clearly Define the Key Issue(s) and Desired Outcome(s)
Step 2: Gauge Your Existing Web Presence
Ste...
work as a team
don’t re-invent
share!
http://government20bestpractices.pbwiki.com
create guidelines
start with the LHF
don’t be a robot
    “Welcome to our
 website. It is our mission
     to serve you.”
be respectful
take the plunge
the rest will follow…
questions?
thanks for your time!
where to find us…
Mike Kujawski
Phone: 613.731.9851 ext. 12
E-mail: mike.kujawski@publicsectormarketing.ca
Blog: www.mikek...
Strategy Before Tactics
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Strategy Before Tactics

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A preliminary case study describing the strategic approach Public Safety Canada undertook before actively engaging on social media channels.

Published in: Technology, Business
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  • Hi Mike, thanks for a great presentation.
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  • Hey Scott, I have to disagree with you on that one. Have a look at some of my other presentations on here. Upon looking at the amount of views, downloads and comments it seems like they are adding sufficient value as is in PDF form. I believe that I am FULLY SHARING my content. The fact that I don't provide it in PPT form has more to do with me not wanting others to manipulate slides or take things out of context. If you want to borrow content or use a slide concept as your own, by all means go right ahead and re-create it! This is all under the creative commons license...

    Cheers,
    MK
       Reply 
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  • why not post the actual ppt. seems to miss the point of 'slideshare.net'
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Transcript of "Strategy Before Tactics"

  1. 1. what is marketing?
  2. 2. a process and set of tools wrapped in a philosophy for helping an organization do what it wants to do.
  3. 3. “Social marketing (not social media marketing) is the systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good” –Philip Kotler (1973)
  4. 4. social media is…
  5. 5. people
  6. 6. relationships
  7. 7. technology
  8. 8. there is too much focus on the…
  9. 9. “A revolution doesn’t happen when society adopts new tools, it happens when society adopts new behaviours” – Clay Shirky
  10. 10. today’s talk…
  11. 11. Strategy before tactics…
  12. 12. overall objectives
  13. 13. target audience
  14. 14. Parents of school aged children, living in urban areas, $60K household income
  15. 15. key issues
  16. 16. Reach traditional channels alone are not fully penetrating the target audience Sustainability traditional channels are only good for the length of the campaign
  17. 17. desired outcome
  18. 18. Improved target market penetration (based on objectives) Increased online visibility of the “Get Prepared” campaign Ongoing “conversation” surrounding emergency preparedness in Canada
  19. 19. what we did…
  20. 20. training
  21. 21. 7 hands-on social media sessions taught over 2 months social media 101 social media monitoring collaborative tools strategic thinking tactical decision making finding the influencers performance measurement
  22. 22. listening
  23. 23. Gauged existing levels of conversation on various channels blogosphere microblogs podcasts photo sharing sites video sharing sites social networks
  24. 24. had to set benchmarks
  25. 25. Created a topic profile… “72 hrs” AND “emergency” “emergency preparedness” “emergency kit” “disaster preparedness” “Public Safety Canada” AND “emergency” “get prepared” AND “emergency”
  26. 26. Google Insights
  27. 27. Google Insights
  28. 28. Technorati Blog Search Graph
  29. 29. Twitter Search
  30. 30. YouTube Search
  31. 31. Flickr Search
  32. 32. Podcast Search
  33. 33. Facebook Search
  34. 34. Facebook Lexicon
  35. 35. strategy
  36. 36. swot development Strengths Internal social media knowledge Management support Co-op student access Existing interesting content Strong partnerships Existing social marketing strategy Weaknesses Lack of clear guidelines & policies Limited human resources Lack of IT support Opportunities High social media usage in Canada Gov 2.0 momentum Popularity of online video Popularity of online news Growing mobile popularity Partner distribution channels Threats Lack of partner capacity to help Criticism Security/privacy Issues
  37. 37. niche targeting
  38. 38. targeted influential Canadian mommy bloggers identified through various top 10 lists technorati “authority” scores compete.com traffic rankings average comments inbound links “There are over 36 million “mommy bloggers” of which nearly 50% have contributed to a cause or political campaign. They are one of the most politically active groups online. Moms have been calculated to spend over 2 trillion dollars on products and services in a given year.”
  39. 39. measurement
  40. 40. measurable social media objectives increase online discussion and search in Canada surrounding “emergency preparedness” and “emergency kit” by 200% over benchmark within 3 months
  41. 41. tactics
  42. 42. chose select few
  43. 43. http://www.youtube.com/watch?v=Tx4zelWNygk Common Craft Video
  44. 44. Social Media Press Release
  45. 45. Identified influencers Became part of their community Sent personalized emails Sent out free emergency kits Sent them the SMPR Mommy Blogger Relations
  46. 46. Leveraging Existing Partners
  47. 47. preliminary results
  48. 48. Other metrics just coming in…. SMPR listed in 3640 locations 8572 video views on getprepared.ca 1000+ on youtube (english + french) average website session length has increased (2min  6 min)
  49. 49. next steps…
  50. 50. market development
  51. 51. more engagement
  52. 52. some advice…
  53. 53. begin by listening
  54. 54. start connecting
  55. 55. develop a plan Step 1: Clearly Define the Key Issue(s) and Desired Outcome(s) Step 2: Gauge Your Existing Web Presence Step 3: Conduct a SWOT Analysis Step 4: Determine Your Online Competition Step 5: Align Your Objectives with the Department’s Objectives Step 6: Understand Your Target Audience Step 7: Choose Relevant Social Media Tools Step 8: Engage The Influencers Separately Step 9: Measure Performance Step 10: Ongoing Social Media Monitoring and Engagement
  56. 56. work as a team
  57. 57. don’t re-invent
  58. 58. share! http://government20bestpractices.pbwiki.com
  59. 59. create guidelines
  60. 60. start with the LHF
  61. 61. don’t be a robot “Welcome to our website. It is our mission to serve you.”
  62. 62. be respectful
  63. 63. take the plunge
  64. 64. the rest will follow…
  65. 65. questions?
  66. 66. thanks for your time!
  67. 67. where to find us… Mike Kujawski Phone: 613.731.9851 ext. 12 E-mail: mike.kujawski@publicsectormarketing.ca Blog: www.mikekujawski.ca Twitter: mikekujawski Theresa Woolridge Phone: 613.946.7055 E-mail: theresa.woolridge@ps-sp.gc.ca Twitter: twoolridge

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