Leveraging Social Media  for  Strategic Performance March 9, 2011
Livia Grujich <ul><li>Schulich Executive Education Centre   </li></ul><ul><li>- Marketing Management </li></ul><ul><li>- L...
Strengthen the relationship between an organization and its audience
Agenda <ul><li>What is social media? </li></ul><ul><li>Importance of strategy </li></ul><ul><li>Integrated marketing commu...
WHAT IS SOCIAL MEDIA?
 
 
 
 
RELATIONSHIPS
<ul><li>Social media is a blending of technology and social interaction for the co-creation of value.  </li></ul>Wikipedia...
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, ...
 
 
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 <ul><li>Advertising </li></ul><ul><li>- Print and online </li></ul><ul><li>- Direct ma...
Integrated Marketing Communications <ul><li>Advertising </li></ul><ul><li>- Print and online </li></ul><ul><li>- Direct ma...
Integrated Marketing Communications <ul><li>Advertising </li></ul><ul><li>- Print and online </li></ul><ul><li>- Direct ma...
How to Best Leverage  Social Media for Your Needs: 1. Listen, understand, connect  ->  opportunities 2. Another channel of...
How Will Social Media Help Organizations? <ul><li>Allow them to talk  WITH  their audience, not  AT  them </li></ul><ul><l...
Social Media  for the Public Sector Omar Ha-Redeye AAS, BHA, J.D. CNMT, RT(N)(ARRT)
NEW CONVERSATIONS IN THE PUBLIC SECTOR <ul><li>Oliver Serrat.  Social media and the Public Sector.  Asian Development Bank...
 
 
Types of Communities
How is Public Sector Different?
 
Future Challenges
DEVELOPING A PUBLIC SECTOR BRAND <ul><li>Building Strong Brands, book review by Michael L. Rothschild.  Social Media Quart...
 
<ul><li>“ A brand is an asset of differentiating promises that links a product to its customers”  (p. 303) </li></ul>
 
Market Competition <ul><li>Brand equity difficult due to competition </li></ul><ul><li>Need to separate brand from competi...
 
 
Savage Chickens.  January 2, 2009.  http://www.savagechickens.com/2009/01/binge-drinking.html
 
 
<ul><li>Become more concerned about building relationships </li></ul><ul><li>Less concerned about telling people how to be...
 
Brand Equity Drivers
 
<ul><li>Brand’s Value Proposition (p. 95):  “a statement of the functional, emotional, and self-expressive benefits delive...
Identity
Researching Identity
 
 
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Social media for the Public Sector

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Presentation provided on Wednesday, March 9, 2011, for the Masters Certificate in Public Management at the Schulich Executive Education Centre (SEEC).

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  • http://adage.com/article/news/study-binge-drinking-psas-exacerbate-problem/142459/
  • No generational divide found
  • Open govt memo http://politechbot.com/docs/obama/memorandum.open.government.012109.txt
  • http://doalchemy.org/2009/04/internet-culture-research-new-thoughts-on-memes/
  • http://leadergrow.com/trust-model
  • http://www.l2thinktank.com/publicsectordigitaliq/publicsectordigitaliq_f.pdf
  • Offi ce of the Director of National Intelligence
  • http://wikimania2010.wikimedia.org/wiki/Submissions/Diplopedia:_The_Evolution_of_a_Wiki http://themorningsidepost.com/2010/03/ediplomacy-ushers-in-a-new-culture-of-collaboration-at-state/
  • http://en.wikipedia.org/wiki/Social_network#Social_network_analysis
  • Social media for the Public Sector

    1. 1. Leveraging Social Media for Strategic Performance March 9, 2011
    2. 2. Livia Grujich <ul><li>Schulich Executive Education Centre </li></ul><ul><li>- Marketing Management </li></ul><ul><li>- Leveraging Social Media </li></ul><ul><li>On Q Communications Inc. </li></ul><ul><li>- Social media, public relations </li></ul><ul><li>- Consulting </li></ul>
    3. 3. Strengthen the relationship between an organization and its audience
    4. 4. Agenda <ul><li>What is social media? </li></ul><ul><li>Importance of strategy </li></ul><ul><li>Integrated marketing communications…and beyond </li></ul><ul><li>How to best leverage social media </li></ul><ul><li>Developing risk management strategies for social media in the public sector </li></ul><ul><li>Understanding the basic tools and tactics for communication via social networks </li></ul><ul><li>Identifying benchmarks and reviewing case studies of successful social media engagement </li></ul><ul><li>Golden rules of social media </li></ul><ul><li>Who’s responsible? </li></ul><ul><li>Wrap up and Q&A </li></ul>
    5. 5. WHAT IS SOCIAL MEDIA?
    6. 10. RELATIONSHIPS
    7. 11. <ul><li>Social media is a blending of technology and social interaction for the co-creation of value. </li></ul>Wikipedia, 2010
    8. 12. WHY IS SOCIAL MEDIA SO POWERFUL TODAY?
    9. 13. 6,200 weekly newspapers Over 2000 magazines 47 million websites added in 2009 NOISE Technorati 2009, eMarketer Jan. 2009, Mashable 2010, Economist 2010
    10. 16. PARTICIPATION
    11. 17. Get traffic to MY website Get MY content to millions of participants THEN NOW Shift in Mindset
    12. 18. Get traffic to MY website Get MY content to millions of participants Real customer benefit THEN NOW Shift in Mindset
    13. 19. WHAT IS SOCIAL MEDIA?
    14. 20. WHAT IS SOCIAL MEDIA? STRATEGY!!!
    15. 21. Importance of Strategic Thinking
    16. 22. SOCIAL MEDIA STRATEGY?
    17. 23. Integrated Marketing Communications <ul><li>Advertising </li></ul><ul><li>- Print and online </li></ul><ul><li>- Direct mail </li></ul><ul><li>- Mobile </li></ul><ul><li>Publicity and media relations </li></ul><ul><li>Promotions (coupons, online offers) </li></ul><ul><li>Sales force </li></ul><ul><li>Events/sponsorships </li></ul>
    18. 24. Integrated Marketing Communications <ul><li>Advertising </li></ul><ul><li>- Print and online </li></ul><ul><li>- Direct mail </li></ul><ul><li>- Mobile </li></ul><ul><li>Publicity and media relations </li></ul><ul><li>Promotions (coupons, online offers) </li></ul><ul><li>Sales force </li></ul><ul><li>Events/sponsorships </li></ul><ul><li>Social Media </li></ul>
    19. 25. Integrated Marketing Communications <ul><li>Advertising </li></ul><ul><li>- Print and online </li></ul><ul><li>- Direct mail </li></ul><ul><li>- Mobile </li></ul><ul><li>Publicity and media relations </li></ul><ul><li>Promotions (coupons, online offers) </li></ul><ul><li>Sales force </li></ul><ul><li>Events/sponsorships </li></ul><ul><li>Social Media </li></ul>Social Media
    20. 26. How to Best Leverage Social Media for Your Needs: 1. Listen, understand, connect -> opportunities 2. Another channel of promotion -> engage
    21. 27. How Will Social Media Help Organizations? <ul><li>Allow them to talk WITH their audience, not AT them </li></ul><ul><li>Better relationships will lead to trusting customers, empowered advocates…increased revenue </li></ul>
    22. 28. Social Media for the Public Sector Omar Ha-Redeye AAS, BHA, J.D. CNMT, RT(N)(ARRT)
    23. 29. NEW CONVERSATIONS IN THE PUBLIC SECTOR <ul><li>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 </li></ul>
    24. 32. Types of Communities
    25. 33. How is Public Sector Different?
    26. 35. Future Challenges
    27. 36. DEVELOPING A PUBLIC SECTOR BRAND <ul><li>Building Strong Brands, book review by Michael L. Rothschild. Social Media Quarterly. June 2001. </li></ul><ul><li>http://www.socialmarketingquarterly.com/archive/Vol%20VII(2)/VII_2_e_BuildingStrongBrands.pdf </li></ul>
    28. 38. <ul><li>“ A brand is an asset of differentiating promises that links a product to its customers” (p. 303) </li></ul>
    29. 40. Market Competition <ul><li>Brand equity difficult due to competition </li></ul><ul><li>Need to separate brand from competitors </li></ul><ul><ul><li>Unique benefit </li></ul></ul><ul><ul><li>Meaning </li></ul></ul>
    30. 43. Savage Chickens. January 2, 2009. http://www.savagechickens.com/2009/01/binge-drinking.html
    31. 46. <ul><li>Become more concerned about building relationships </li></ul><ul><li>Less concerned about telling people how to behave </li></ul>
    32. 48. Brand Equity Drivers
    33. 50. <ul><li>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.” </li></ul>
    34. 51. Identity
    35. 52. Researching Identity
    36. 55. SOCIAL MEDIA IMPLEMENTATION CHALLENGES <ul><li>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 </li></ul>
    37. 62. Managing Risk <ul><li>User preparation </li></ul><ul><li>Executive support </li></ul><ul><li>Enthusiastic champion </li></ul><ul><li>Cross-functional teams </li></ul><ul><li>Review </li></ul><ul><li>Goals </li></ul><ul><li>Structure </li></ul><ul><li>Policy frameworks </li></ul><ul><li>Tools to measure success </li></ul>
    38. 63. 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.
    39. 64. <ul><li>Dancoff’s Law: the greatest growth occurs when the greatest number of mistakes are made consistent with survival </li></ul><ul><li>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” </li></ul>
    40. 71. SOCIAL MEDIA COLLABORATION IN THE PUBLIC SECTOR <ul><li>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. </li></ul>
    41. 73. <ul><li>“ The larger the group and the more complex the task it seeks to accomplish, the greater are the pressures to become explicitly organized.” </li></ul><ul><ul><li>Blau, P., and W. R. Scott. 1962. Formal Organizations. San Francisco: Chandler. </li></ul></ul>
    42. 79. Social Network Analysis
    43. 81. Case Study
    44. 82. The Golden Rules of Social Media <ul><li>Clear and defined objectives </li></ul><ul><li>Engaging vs. pitching </li></ul><ul><li>Involvement and sustainable dialogue </li></ul><ul><li>Influence message vs. control message </li></ul><ul><li>Transparency </li></ul><ul><li>Social media crisis plan </li></ul>
    45. 83. 3 Easy Ways to Get Started <ul><li>Evaluate your current communication efforts </li></ul><ul><li>- identify how your marketing and communications objectives might be met via popular social networks </li></ul><ul><li>Conduct a survey of your employees to see who is already active on social networks </li></ul><ul><li>- you may discover future brand ambassadors that can help develop your organization’s social media presence </li></ul><ul><li>Join these networks yourself </li></ul><ul><li>- familiarize yourself with the sites, their features and potential value for your brand </li></ul>
    46. 84. Who is Responsible?
    47. 85. SM Best Practice is About… <ul><ul><li>More than logo placement </li></ul></ul><ul><ul><li>Opportunity to understand and connect on a deeper level </li></ul></ul><ul><ul><li>Adding value to people’s lives </li></ul></ul>
    48. 86. Q&A
    49. 87. Recommended Reading <ul><li>BOOKS: </li></ul><ul><li>Socialnomics, Erik Qualman </li></ul><ul><li>Citizen Marketers, When People are the Message, Ben McConnell and Jackie Huba </li></ul><ul><li>DigiMarketing, The Essential Guide to New Media and Digital Marketing, Kent Wertime and Ian Fenwick </li></ul><ul><li>SITES: </li></ul><ul><li>www.womma.org </li></ul><ul><li>www.mashable.com </li></ul>

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