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Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
Leading Social Media Strategy
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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

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

Published in: Business, Technology
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  • 1. Image : James Cridland Norman Chorn • Geoff McDonald • Andrew O’Brien • Jennie Vickers Social Media Strategy Clinic #egovtnz
  • 2. How often do you use Social Media? Never Weekly Daily Always
  • 3. Any Questions? ?Clarify Explore ?
  • 4. Why Social Media? Part 1 Social Media Strategy Clinic
  • 5. Poll : The Most Successful Social Media Campaign Ever? ➊ Carpenter ➋ Politician ➌ Rockstar ➍ Nobody
  • 6. Using Social Media to Become a World Leader Meet Barry Not John, Not Julia
  • 7. What challenges are you facing to get things done? In VotingVoting In
  • 8. Five Key Challenges ➊ Fresh Policy
  • 9. Five Key Challenges ➋ Watch the Dials
  • 10. Five Key Challenges ➌ Test the Temperature
  • 11. Five Key Challenges ➍ Know What We Know
  • 12. Five Key Challenges ➎ Easy Service
  • 13. Five Key Challenges
  • 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. 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. 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. 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. 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. 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. We Mislead You!
  • 21. Transition! Using the new to do the work of the old
  • 22. One-Way : Television, Newsapers, Presentations, Government? Tell! Tell! Tell!
  • 23. Do you drive differently down a two-way street? Can we? Yes, and... Ok, let’s...
  • 24. Blurring the Edge Inside Outside Inside Outside
  • 25. ? Any Clarifying Questions?
  • 26. New Tools, New Thinking Part 2 Social Media Strategy Clinic
  • 27. General Results You Want From All New Tools ➊ Effectiveness ➋ Productivity ➌ Efficiency ➍ Service ➎ Talent
  • 28. Three Seeds of Social Media Connect Content Collaborate
  • 29. Three Seeds of Social Media Connect Content Collaborate Social Networking Content Marketing Crowdsourcing
  • 30. Content and Content Marketing Connect Content Collaborate
  • 31. What is Content Marketing? Publishing To Attract
  • 32. Types of Online Content PhotosTweet Status Update
  • 33. Types of Online Content White Paper Blog Post Video Audio Photos Ebooks Webinar Slideshows Report Tweet Status Update
  • 34. Content Marketing Case Study : Book Rapper Book
  • 35. Content Marketing Case Study : Book Rapper
  • 36. The Content Marketing Shift : From Consumption to Creation The Content Generation
  • 37. Connect and Social Networking Connect Content Collaborate
  • 38. What is Social Networking? Meeting People Online
  • 39. Examples of Social Networking : Online Meeting Places Facebook LinkedIn Twitter YouTube Pinterest Ning Yammer Forums
  • 40. Connection Case Study : Article Writing What skills & concepts should be covered in a good induction program for young lawyers?
  • 41. Collaboration Case Study : Article Writing
  • 42. Crowdsourcing - Collaboration - Case Study : Article Writing NZ Lawyer Magazine, Feb 20, 2012
  • 43. The Social Networking Shift : From Demographics to Interests Young People Kayak Fishing
  • 44. Collaborate and Crowdsourcing Connect Content Collaborate
  • 45. What is Crowdsourcing? People working together Representative Democracy Participatory Democracy
  • 46. Examples of Collaboration and Crowdsourcing Elections Betting Odds Stockmarket Best Seller Science Wikipedia Flash Mobs Google PageRank Firefox Threadless
  • 47. The Crowdsourcing Shift : From Experts to Everybody
  • 48. Collaboration Case Study : Student Volunteer Army
  • 49. ? Any Clarifying Questions?
  • 50. Programs, Projects, Platforms Part 3 Social Media Strategy Clinic
  • 51. Social Media Architecture Challenges Outcome Platforms Projects Programs
  • 52. Sydney TAP : Challenges, Program, Projects, Platforms
  • 53. Five Key Challenges Monitor Deliver Learn Implement Develop
  • 54. ? Any Clarifying Questions?
  • 55. What’s Your Next Step? Part 4 Social Media Strategy Clinic
  • 56. Define The Focus of Your Key Challenge Monitor Deliver Learn Implement Develop
  • 57. Create the Program = Solution to the Problem ‣Create Content ‣Develop Connections ‣Build Collaboration Project Project Project Program
  • 58. Decide on the Platform = The Technology You’ll Use
  • 59. ? Open Questions?
  • 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. Image : James Cridland www.NormanChorn.com Social Media Strategy Clinic

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