Why Governmentshould meddle in SocialMedia – it starts withlisteningTHE 2012 Network of Public Sector Communicators Confer...
Listening givesyou big earsUnderstand theneeds andsentiment of thecommunity                   2
Listening helpsyou toKnow what thehorizon looks like
Listening makessocial media yourfocus groupInsights from socialmedia guide bothpolicy developmentand implementation       ...
Social mediainsightsRelevantconversationsaren‟t alwaystaking place whereyou think they are                     5
Listening helps toidentifyinfluencers whohave the reach,power, authorityto drive theactions of others                     6
Why identify yourinfluencers?          Advocates – those individuals who may          potentially be supportive          >...
Enhancing democracy in action and driving participation:1,200 #marriageequality Twitter posts with a reach of800,000, drov...
ReputationsAre Built orBroken inSearch
Get Your“HouseRules” inOrder
Add a DigitalChapter toYour CrisisComms Plan
Insights from social media which can impact on policy development                                 The                     ...
Why paid listeningtools?If you’re going to listen –do it properlyConsiderations:• Real time• Dashboard• Comprehensiveness•...
Engage earlierSM creates theability to consultmore informally andearlier in the policydevelopmentprocess                  ...
Media relations onlineand offline areconnected. Oneaccelerates the other                         15
Integrate socialmedia into yourtraditional mediarelations                    16
Transparency,always important –even more so inNZ                     17
In conclusion: Government should „meddle‟ insocial media because it enhances its ability to:• Understand the needs of thei...
About Social@Ogilvy
Global Team550+ Social Specialists(over 4000 Digital Specialists)35 Countries WorldwideAwarded The 2011 GlobalSABRE for Ou...
Clients In New Zealand                         21
121028 npsn conference  why government agencies should meddle in social media - social@ogilvy
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121028 npsn conference why government agencies should meddle in social media - social@ogilvy

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  • Your influencers and grassroots communities are not always where you expect them to be.For example in doing research for a financial services company we found that the most detailed and engaged conversations around investment and mortgages took place in gamers’ forums.For another specialising in estate issues rural forums ran hot
  • 80% of Internet users start their session at searchOrganic search is sensitive to social media content due to the cross-linkingGoogle delivers “universal search” making multimedia criticalDifficult to dislodge content once it is in search results
  • Guidelines posted on the Facebook Page that say the page is moderated.Profanity, spam/repeat posts, unrelated advertising will be removed.Makes it “OK” to remove posts or comments from your Facebook page.Keep a record!
  • Most businesses have a crisis communications planDevelop a “Digital” component to that plan that spells outHow to engage digital teamInventory “owned” channelsProtocols for “crisis” monitoringDefine when to respondThe right spokespeopleWorkshop once a year
  • LABOUR OR LICENCINGLabour is an opportunity costtimeliness and comprehensiveness are crucial in a crisisA paid tool will save you time, but you still have to do the work – sorry about thatInvest in learning to use the tool and interpret itbut it will present more useable data
  • Auckland Council is not currently able to accept a formal submission via social media.
  • Online media relations – ensure your media release presents social profiles and shareable content
  • Have a stated code of ethicsNever pay for posts, tweets and coverageAlways encourage and expect transparency about your relationship with influencersThis is public, and the media is watching - Apply the ‘front page of the NZ Herald’ test
  • 121028 npsn conference why government agencies should meddle in social media - social@ogilvy

    1. 1. Why Governmentshould meddle in SocialMedia – it starts withlisteningTHE 2012 Network of Public Sector Communicators ConferenceWellingtonNicholas O‟Flaherty, Executive Director, Social@Ogilvy
    2. 2. Listening givesyou big earsUnderstand theneeds andsentiment of thecommunity 2
    3. 3. Listening helpsyou toKnow what thehorizon looks like
    4. 4. Listening makessocial media yourfocus groupInsights from socialmedia guide bothpolicy developmentand implementation 4 4
    5. 5. Social mediainsightsRelevantconversationsaren‟t alwaystaking place whereyou think they are 5
    6. 6. Listening helps toidentifyinfluencers whohave the reach,power, authorityto drive theactions of others 6
    7. 7. Why identify yourinfluencers? Advocates – those individuals who may potentially be supportive > We can then build a strategy for engaging these individuals. Their support can be critical during a crisis situation and they may help drive awareness and preference Detractors – those who disagree with us >We can pinpoint potential arguments and positions likely to be put forward against us 7
    8. 8. Enhancing democracy in action and driving participation:1,200 #marriageequality Twitter posts with a reach of800,000, drove additional last minute submissions 5,500 followers 15,000 followers 8
    9. 9. ReputationsAre Built orBroken inSearch
    10. 10. Get Your“HouseRules” inOrder
    11. 11. Add a DigitalChapter toYour CrisisComms Plan
    12. 12. Insights from social media which can impact on policy development The volume of talk Identify Obstacles key to influen- success cers Opportu- Online Core and nities to engage Conver- new audiences sation Positive Conversa- or tion negative drivers sentiment Which platforms ? 12 12
    13. 13. Why paid listeningtools?If you’re going to listen –do it properlyConsiderations:• Real time• Dashboard• Comprehensiveness• Consistency over time and platforms• Engagement tracking 13
    14. 14. Engage earlierSM creates theability to consultmore informally andearlier in the policydevelopmentprocess 14
    15. 15. Media relations onlineand offline areconnected. Oneaccelerates the other 15
    16. 16. Integrate socialmedia into yourtraditional mediarelations 16
    17. 17. Transparency,always important –even more so inNZ 17
    18. 18. In conclusion: Government should „meddle‟ insocial media because it enhances its ability to:• Understand the needs of their communities• Collaborate more effectively internally and cross agency• Improve policy development, programme planning and implementation• Consult earlier and more informally• Gauge the sentiment and attitude of the target audience• Identify and engage with key stakeholders and online influencers• Perceive and manage risk• Distribute information more widely via QR codes, Hashtag conversations• Engage with younger and less accessible audiences• Improve service provision• Demonstrate responsiveness and transparency• Communicate with New Zealanders through their preferred channels 18
    19. 19. About Social@Ogilvy
    20. 20. Global Team550+ Social Specialists(over 4000 Digital Specialists)35 Countries WorldwideAwarded The 2011 GlobalSABRE for OutstandingGlobal Digital/SocialConsultancy 20
    21. 21. Clients In New Zealand 21

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