Leading Social Media Strategy

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What are the seeds of social media strategy? How do you lead it for competitive advantage? Our presentation outlines the essential elements and describes the

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Leading Social Media Strategy

  1. 1. Image : James Cridland Norman Chorn • Geoff McDonald • Andrew O’Brien • Jennie Vickers Social Media Strategy Clinic #egovtnz
  2. 2. How often do you use Social Media? Never Weekly Daily Always
  3. 3. Any Questions? ?Clarify Explore ?
  4. 4. Why Social Media? Part 1 Social Media Strategy Clinic
  5. 5. Poll : The Most Successful Social Media Campaign Ever? ➊ Carpenter ➋ Politician ➌ Rockstar ➍ Nobody
  6. 6. Using Social Media to Become a World Leader Meet Barry Not John, Not Julia
  7. 7. What challenges are you facing to get things done? In VotingVoting In
  8. 8. Five Key Challenges ➊ Fresh Policy
  9. 9. Five Key Challenges ➋ Watch the Dials
  10. 10. Five Key Challenges ➌ Test the Temperature
  11. 11. Five Key Challenges ➍ Know What We Know
  12. 12. Five Key Challenges ➎ Easy Service
  13. 13. Five Key Challenges
  14. 14. Social Media Survey Results 4. Which of the following online and social media channels do you use outside of your professional life (I.e. in your private life) (Select all that apply) Response Percent Response Count Facebook. 58.8% 10 Twitter. 17.6% 3 LinkedIn. 70.6% 12 Youtube. 52.9% 9 Bloggs. 23.5% 4 Podcasts. 52.9% 9 Websites. 76.5% 13 Google plus. 23.5% 4 Online video other than Youtube. 17.6% 3 Webinars. 17.6% 3 Whitepapers. 11.8% 2 Other (please specify) 11.8% 2 answered question 17 skipped question 0
  15. 15. 9 of 72 Unaware of budget dimensions or prefer not to answer. 23.5% 4 answered question 17 skipped question 0 12. How would you describe your agency's approach to business planning? Response Percent Response Count We do not maintain a business plan. 0.0% 0 Our business plan is updated each year and guides the operation of the agency. 87.5% 14 Our business plan is updated every two or three years. 6.3% 1 Our business plan is updated infrequently. 0.0% 0 Unsure. 6.3% 1 answered question 16 skipped question 1 Social Media Survey Results
  16. 16. 15. What is the Number One measure of success for your online activity and social media activities? Response Percent Response Count Newsletter Subscribers. 0.0% 0 Online sales. 0.0% 0 Webform inquiries (Client requests via a webform). 6.3% 1 Email inquiries. 6.3% 1 Phone inquiries. 6.3% 1 Complimentary report / Ebook downloads. 6.3% 1 Online Community Members. 0.0% 0 Team member recruits. 0.0% 0 Blog Subscribers. 0.0% 0 We have not identified a measure of success. 50.0% 8 We have no online activity or social media activities. 0.0% 0 Other (please specify) 25.0% 4 answered question 16 skipped question 1 Social Media Survey Results
  17. 17. 17. Which of the following online activities does your agency use? (Select all that apply) Response Percent Response Count Private client area on website (or membership site). 45.5% 5 Youtube. 36.4% 4 Online video. 36.4% 4 Email newsletter and communication. 81.8% 9 Search engine optimization. 45.5% 5 Webinars. 9.1% 1 Whitepapers. 9.1% 1 Ebooks. 0.0% 0 Pay per click advertising. 0.0% 0 Banner Ads. 0.0% 0 Web analytics. 45.5% 5 Usability testing. 36.4% 4 Other (please specify) 9.1% 1 answered question 11 skipped question 6 Social Media Survey Results
  18. 18. 15 of 72 18. How do you rate your agency's use of the following activities? (This is about your agency view) Unsure Not used Poor Limited Success Satisfactory Successful Very Successful Website. 18.2% (2) 0.0% (0) 0.0% (0) 18.2% (2) 36.4% (4) 27.3% (3) 0.0% (0) Blog. 50.0% (4) 50.0% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Private client area on website (or membership site). 30.0% (3) 30.0% (3) 10.0% (1) 0.0% (0) 20.0% (2) 10.0% (1) 0.0% (0) Linkedin. 40.0% (4) 40.0% (4) 20.0% (2) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Twitter. 11.1% (1) 44.4% (4) 44.4% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Facebook. 18.2% (2) 36.4% (4) 36.4% (4) 0.0% (0) 0.0% (0) 9.1% (1) 0.0% (0) Youtube. 22.2% (2) 33.3% (3) 22.2% (2) 11.1% (1) 11.1% (1) 0.0% (0) 0.0% (0) Online video. 50.0% (5) 30.0% (3) 0.0% (0) 20.0% (2) 0.0% (0) 0.0% (0) 0.0% (0) Email newsletter / communication. 10.0% (1) 10.0% (1) 10.0% (1) 20.0% (2) 30.0% (3) 20.0% (2) 0.0% (0) Search engine optimisation. 62.5% (5) 12.5% (1) 0.0% (0) 12.5% (1) 12.5% (1) 0.0% (0) 0.0% (0) Webinars. 42.9% (3) 57.1% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Whitepapers. 28.6% (2) 71.4% (5) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Ebooks. 14.3% (1) 85.7% (6) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Pay per click advertising. 14.3% (1) 85.7% (6) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Banner advertising. 28.6% (2) 71.4% (5) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Web analytics. 40.0% (4) 10.0% (1) 20.0% (2) 0.0% (0) 10.0% (1) 10.0% (1) 10.0% (1) Social Media Survey Results
  19. 19. 18 of 72 20. In the next 12 months how does your agency intend to use the following activities? Unsure No use Discontinue Reduce use Commence Maintain at current level Increase Website. 20.0% (2) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 20.0% (2) 60.0% (6) Blog. 50.0% (5) 30.0% (3) 0.0% (0) 0.0% (0) 10.0% (1) 10.0% (1) 0.0% (0) Private client area on website (or membership site). 50.0% (5) 20.0% (2) 0.0% (0) 0.0% (0) 0.0% (0) 10.0% (1) 20.0% (2) LinkedIn. 70.0% (7) 20.0% (2) 0.0% (0) 0.0% (0) 10.0% (1) 0.0% (0) 0.0% (0) Twitter. 66.7% (6) 11.1% (1) 0.0% (0) 0.0% (0) 11.1% (1) 11.1% (1) 0.0% (0) Facebook. 80.0% (8) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 20.0% (2) Youtube. 66.7% (6) 22.2% (2) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 11.1% (1) Online video. 60.0% (6) 20.0% (2) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 20.0% (2) Email newsletter / communication. 40.0% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 20.0% (2) 40.0% (4) Search engine optimization. 66.7% (6) 11.1% (1) 0.0% (0) 0.0% (0) 0.0% (0) 22.2% (2) 0.0% (0) Webinars. 77.8% (7) 22.2% (2) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Whitepapers. 50.0% (4) 37.5% (3) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 12.5% (1) Ebooks. 50.0% (4) 50.0% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Pay per click advertising. 50.0% (4) 50.0% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Banner advertising. 50.0% (4) 50.0% (4) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) Web analytics. 60.0% (6) 10.0% (1) 0.0% (0) 0.0% (0) 0.0% (0) 20.0% (2) 10.0% (1) Social Media Survey Results
  20. 20. We Mislead You!
  21. 21. Transition! Using the new to do the work of the old
  22. 22. One-Way : Television, Newsapers, Presentations, Government? Tell! Tell! Tell!
  23. 23. Do you drive differently down a two-way street? Can we? Yes, and... Ok, let’s...
  24. 24. Blurring the Edge Inside Outside Inside Outside
  25. 25. ? Any Clarifying Questions?
  26. 26. New Tools, New Thinking Part 2 Social Media Strategy Clinic
  27. 27. General Results You Want From All New Tools ➊ Effectiveness ➋ Productivity ➌ Efficiency ➍ Service ➎ Talent
  28. 28. Three Seeds of Social Media Connect Content Collaborate
  29. 29. Three Seeds of Social Media Connect Content Collaborate Social Networking Content Marketing Crowdsourcing
  30. 30. Content and Content Marketing Connect Content Collaborate
  31. 31. What is Content Marketing? Publishing To Attract
  32. 32. Types of Online Content PhotosTweet Status Update
  33. 33. Types of Online Content White Paper Blog Post Video Audio Photos Ebooks Webinar Slideshows Report Tweet Status Update
  34. 34. Content Marketing Case Study : Book Rapper Book
  35. 35. Content Marketing Case Study : Book Rapper
  36. 36. The Content Marketing Shift : From Consumption to Creation The Content Generation
  37. 37. Connect and Social Networking Connect Content Collaborate
  38. 38. What is Social Networking? Meeting People Online
  39. 39. Examples of Social Networking : Online Meeting Places Facebook LinkedIn Twitter YouTube Pinterest Ning Yammer Forums
  40. 40. Connection Case Study : Article Writing What skills & concepts should be covered in a good induction program for young lawyers?
  41. 41. Collaboration Case Study : Article Writing
  42. 42. Crowdsourcing - Collaboration - Case Study : Article Writing NZ Lawyer Magazine, Feb 20, 2012
  43. 43. The Social Networking Shift : From Demographics to Interests Young People Kayak Fishing
  44. 44. Collaborate and Crowdsourcing Connect Content Collaborate
  45. 45. What is Crowdsourcing? People working together Representative Democracy Participatory Democracy
  46. 46. Examples of Collaboration and Crowdsourcing Elections Betting Odds Stockmarket Best Seller Science Wikipedia Flash Mobs Google PageRank Firefox Threadless
  47. 47. The Crowdsourcing Shift : From Experts to Everybody
  48. 48. Collaboration Case Study : Student Volunteer Army
  49. 49. ? Any Clarifying Questions?
  50. 50. Programs, Projects, Platforms Part 3 Social Media Strategy Clinic
  51. 51. Social Media Architecture Challenges Outcome Platforms Projects Programs
  52. 52. Sydney TAP : Challenges, Program, Projects, Platforms
  53. 53. Five Key Challenges Monitor Deliver Learn Implement Develop
  54. 54. ? Any Clarifying Questions?
  55. 55. What’s Your Next Step? Part 4 Social Media Strategy Clinic
  56. 56. Define The Focus of Your Key Challenge Monitor Deliver Learn Implement Develop
  57. 57. Create the Program = Solution to the Problem ‣Create Content ‣Develop Connections ‣Build Collaboration Project Project Project Program
  58. 58. Decide on the Platform = The Technology You’ll Use
  59. 59. ? Open Questions?
  60. 60. Problem or Solution? “We live in a world of social media, online sales, internet banking and apps for almost everything... But the advances we see in the private sector - have not been picked up well by the public sector.” John Key 15 March 2012
  61. 61. Image : James Cridland www.NormanChorn.com Social Media Strategy Clinic

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