Social media for the Public Sector

Leveraging Social Media for Strategic Performance March 9, 2011

Livia Grujich
Schulich Executive Education Centre
- Marketing Management
- Leveraging Social Media
On Q Communications Inc.
- Social media, public relations
- Consulting

Strengthen the relationship between an organization and its audience

Agenda
What is social media?
Importance of strategy
Integrated marketing communications…and beyond
How to best leverage social media
Developing risk management strategies for social media in the public sector
Understanding the basic tools and tactics for communication via social networks
Identifying benchmarks and reviewing case studies of successful social media engagement
Golden rules of social media
Who’s responsible?
Wrap up and Q&A

WHAT IS SOCIAL MEDIA?

RELATIONSHIPS

Social media is a blending of technology and social interaction for the co-creation of value.
Wikipedia, 2010

WHY IS SOCIAL MEDIA SO POWERFUL TODAY?

6,200 weekly newspapers Over 2000 magazines 47 million websites added in 2009 NOISE Technorati 2009, eMarketer Jan. 2009, Mashable 2010, Economist 2010

PARTICIPATION

Get traffic to MY website Get MY content to millions of participants THEN NOW Shift in Mindset

Get traffic to MY website Get MY content to millions of participants Real customer benefit THEN NOW Shift in Mindset

WHAT IS SOCIAL MEDIA?

WHAT IS SOCIAL MEDIA? STRATEGY!!!

Importance of Strategic Thinking

SOCIAL MEDIA STRATEGY?

Integrated Marketing Communications
Advertising
- Print and online
- Direct mail
- Mobile
Publicity and media relations
Promotions (coupons, online offers)
Sales force
Events/sponsorships

Advertising
- Print and online
- Direct mail
- Mobile
Sales force
Events/sponsorships
Social Media

Advertising
- Print and online
- Direct mail
- Mobile
Sales force
Events/sponsorships
Social Media
Social Media

How to Best Leverage Social Media for Your Needs: 1. Listen, understand, connect -> opportunities 2. Another channel of promotion -> engage

How Will Social Media Help Organizations?
Allow them to talk WITH their audience, not AT them
Better relationships will lead to trusting customers, empowered advocates…increased revenue

Social Media for the Public Sector Omar Ha-Redeye AAS, BHA, J.D. CNMT, RT(N)(ARRT)

NEW CONVERSATIONS IN THE PUBLIC SECTOR
Oliver Serrat. Social media and the Public Sector. Asian Development Bank. April 2010. http://www.adb.org/documents/information/knowledge-solutions/social-media-and-the-public-sector.pdf

Types of Communities

How is Public Sector Different?

Future Challenges

DEVELOPING A PUBLIC SECTOR BRAND
Building Strong Brands, book review by Michael L. Rothschild. Social Media Quarterly. June 2001.
http://www.socialmarketingquarterly.com/archive/Vol%20VII(2)/VII_2_e_BuildingStrongBrands.pdf

“ A brand is an asset of differentiating promises that links a product to its customers” (p. 303)

Market Competition
Brand equity difficult due to competition
Need to separate brand from competitors
Unique benefit
Meaning

Savage Chickens. January 2, 2009. http://www.savagechickens.com/2009/01/binge-drinking.html

Become more concerned about building relationships
Less concerned about telling people how to behave

Brand Equity Drivers

Brand’s Value Proposition (p. 95): “a statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer. An effective value proposition should lead to a brand-customer relationship and drive purchase decisions.”

Identity

Researching Identity

SOCIAL MEDIA IMPLEMENTATION CHALLENGES
Toby Fyfe and Paul Crookall. Social Media and Public Sector Dilemmas. Institute of Public Administration of Canada. 2010. http://www.ipac.ca/documents/SocialMediaPublicSectorPolicyDilemmas.pdf

Managing Risk
User preparation
Executive support
Enthusiastic champion
Cross-functional teams
Review
Goals
Structure
Policy frameworks
Tools to measure success

Alex Leavitt. Internet Culture Research: New (?) Thoughts on Memes. Department of Alchemy. http://doalchemy.org/2009/04/internet-culture-research-new-thoughts-on-memes/ April 15, 2009.

Dancoff’s Law: the greatest growth occurs when the greatest number of mistakes are made consistent with survival
Corollary: “The public Service is most effective when the right mistakes are supported and the wrong mistakes avoided in a climate of trust and innovation”

SOCIAL MEDIA COLLABORATION IN THE PUBLIC SECTOR
Mergel, I. (2010): The use of social media to dissolve knowledge silos in government, in: O'Leary, R., Kim, S. and Van Slyke, D. M. (Editors): The Future of Public Administration, Public Management and Public Service Around the World: The Minnowbrook Perspective , Georgetown University Press, pp. 177-187.

“ The larger the group and the more complex the task it seeks to accomplish, the greater are the pressures to become explicitly organized.”
Blau, P., and W. R. Scott. 1962. Formal Organizations. San Francisco: Chandler.

Social Network Analysis

Case Study

The Golden Rules of Social Media
Clear and defined objectives
Engaging vs. pitching
Involvement and sustainable dialogue
Influence message vs. control message
Transparency
Social media crisis plan

3 Easy Ways to Get Started
Evaluate your current communication efforts
- identify how your marketing and communications objectives might be met via popular social networks
Conduct a survey of your employees to see who is already active on social networks
- you may discover future brand ambassadors that can help develop your organization’s social media presence
Join these networks yourself
- familiarize yourself with the sites, their features and potential value for your brand

Who is Responsible?

SM Best Practice is About…
More than logo placement
Opportunity to understand and connect on a deeper level
Adding value to people’s lives

Recommended Reading
BOOKS:
Socialnomics, Erik Qualman
Citizen Marketers, When People are the Message, Ben McConnell and Jackie Huba
DigiMarketing, The Essential Guide to New Media and Digital Marketing, Kent Wertime and Ian Fenwick
SITES:
www.womma.org
www.mashable.com

http://socialmediamafia.com	268
http://www.omarha-redeye.com	34
http://67.55.66.245	2
http://paper.li	2
http://translate.googleusercontent.com	1

Social media for the Public Sector

by Omar Ha-Redeye on Mar 09, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 307

Statistics

Social media for the Public Sector — Presentation Transcript