1



   Social Media Overview
            for
Communications Officers of the
      Province of PEI
2




Introduction
3




Agenda

 Define social media
 Look at some examples
 Review OASIS framework
 Lunch
 Apply the principles
4




                  Definition



                   A social trend where people turn to each other to
                ...
5




Steven Pate
6




Peter Rukavena
7


                      TimBanks.ca"run,ifyoucan'thide"
                             Tim Banks is the CEO of APM, a Cana...
8




Who knows what social media is?
9




Who knows what social media is?
10




Who knows what social media is?
11




Gov’t home page
12




SHARE
13
14
15
                                                                       Home                  Ideas                Blogs...
16




Cash on hand, at June 30, 2008 - $71,670,324


Unpaid campaign debts, at June 30, 2008 - $890,921


Contributions, ...
17




OASIS



A sound methodology for designing, launching and
managing social media projects.
18




OASIS

 Objectives
 Audience
 Strategy
 Implementation
 Sustainment
10




Objectives


The first step is deciding what you want
Create a S.M.A.R.T*. Objective (or two)
Make sure your obje...
20




                  Objectives - cont’d


                   Internal and external stakeholder consultation
         ...
21




Audience


 This is critical
 Who are you connecting to?
 What role will they play?
 Online behaviour is not real l...
14




Audience - cont’d



Determine from your available resources how you
 will...
 • segment your audience, and;
 • di...
17




Audience - cont’d

What capabilities and behaviours do they have:
 • Lurkers? Contributors? Creators? Hunter/gathe...
19




Audience - cont’d

Use any recent existing research available
Conduct secondary audience research to verify
 and ...
20




Example

Primary Audience:
 • Drivers license holders, aged 18-30, live in towns and
   cities across province, tr...
26




                   Audiences in general
                                                                           ...
27




                   Audience




                                                                                 35...
28




                         Audiences in general




                                Data from Forrester Research Tech...
29




Audiences in general




   Data from Forrester Research Technographics® surveys, 2007. For further details on the ...
30




Audiences in general




   Data from Forrester Research Technographics® surveys, 2007. For further details on the ...
31




                  Strategy

                   How will you engage your audience?
                    Who gives, wh...
32




                  Strategy




Simple travel widget
Complex network of contributors with many actors, links and out...
24




Implementation

Before you pick a tool, pick a type of tool:
  • Should we be blogging?
  • Host a discussion foru...
34




Implementation - cont’d
                                                    It will be a waste
                   ...
35




Sustainment

 You’ve launched, now what?
 Plan for the end, or not
 Monitor, and measure
 What if it goes wrong?
 W...
33




Sustainment - cont’d
                                                   OASIS
You are the host
 • Treat everyone l...
37




Key Points

 Start with objectives
 Know your audience
 Measure, and monitor
 Get leadership on-side
 Look before y...
38




Lunch
39




Example1 - Objectives



 Assign priorities to road
 repairs
40




Example1 - Audience
 Drivers motivated by better roads
   Cell Phones
   Websites

 DOT wants to be effective
   We...
41




Example1 - Strategy


 Geotag potholes
 Rank them
 Tell DOT
 Fix them
42




Example1 - Implementation

 Smartphone
   Geocoded content

 Photo site
   Presentation
   Vote/rank
   Communicate...
43




Example1 - Implementation
44




       Example1 - Implementation - cont’d

          1



          2




          3




Rank
Tag
Tell
45
46




       Example1 - Implementation - cont’d




Rank
Tag
Tell
47




Thank you
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P E I 2008 Presentation

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P E I 2008 Presentation

  1. 1. 1 Social Media Overview for Communications Officers of the Province of PEI
  2. 2. 2 Introduction
  3. 3. 3 Agenda Define social media Look at some examples Review OASIS framework Lunch Apply the principles
  4. 4. 4 Definition A social trend where people turn to each other to get things done, and not to a central institution. Who knows what social media is?
  5. 5. 5 Steven Pate
  6. 6. 6 Peter Rukavena
  7. 7. 7 TimBanks.ca"run,ifyoucan'thide" Tim Banks is the CEO of APM, a Canada wide construction and property development company, with its head office in Charlottetown, PEI. My family has lived on PEI for over eight generations and I was born at the Prince County Hospital in Summerside, PEI. I am hoping someone will soon develop a blood test to authenticate when you actually become an "Islander" as I am still having problems explaining where I'm from? Twitter Feed Monday, July 13, 2009 Tim's Tweets Where was the Guardian Editor.... 1 Premier Ghiz and wife Kate have new baby girl Juila Elizabeth 8 lbs 12 ounces at Where was the Guardian Editor Friday when he sent Wayne Thibodeau out to 11:30 pm congratulations to cover the Cavendish Music Festival... Wayne's a good reporter and great at all 4 days ago 2 Stratford Towers Pulls Plug on covering the legislature and other top news items... but our Tourism industry is project...Condominium BLEEDING and we need some “good” news... so what do we get in Saturday's project cancelled... blame focused on "Lagoon" which paper... a picture of some whining VIP with a 19 people petition wanting to was there before move the VIP tent closer to the stage... a "bullshit" negative story that should project...weird? 5 days ago have never made it pass go let alone take half the copy... I couldn't believe 3 Banks found "guilty"....http://bit.ly/ it... the biggest event on PEI and it gets 2nd page billing and half of which was NedgM 6 days ago negative... tourist operator's are looking for something positive and that's just 4 Donnie Clow a native Islander was appointed CEO of what they got in spades from the promoters... surely had the Guardian sent an Crombie Properties which is entertainment reporter out to the site they would have figured out that 19 controlled by Sobeys... see www.timbanks.ca for full whining VIP's (most of which belonged to one family) really wasn't much of a story. 10 days ago story... and if I were the promoters and tourist operators I'd be sitting in the 5 Thinking about the perect publisher's office today telling him where the Guardian could shove their burger http://bit.ly/yWke8 maybe just go to Shirley's in advertising in the future... good news sells papers too... Brackley for one 12 days ago ‘We love ’em all’ 6 To follow me on Twitter click Thousands enjoy Day 1 of the three-day Cavendish Beach Music Festival here and either login to your WAYNE THIBODEAU account or create a new one. Who knows what social media is?
  8. 8. 8 Who knows what social media is?
  9. 9. 9 Who knows what social media is?
  10. 10. 10 Who knows what social media is?
  11. 11. 11 Gov’t home page
  12. 12. 12 SHARE
  13. 13. 13
  14. 14. 14
  15. 15. 15 Home Ideas Blogs Videos Discussions Community IdeaStorm Direct2Dell StudioDell Forums Dell.com Support Register | Login | Help | Terms of Service | Who's Online Login SUPPORT FORUMS Looking for help with a technical question? Choose a forum below to get started. Screen Name Password Save My Login Forgot your screen name or password? Not registered ? Click here to sign up. Search the Forum Advanced User Search Forum Home DISCUSSION FORUMS Wanting to join the conversation? Choose a forum below to get started. Support Discussions Resources Newbies Welcome! To browse our FAQs, click here. To view or post a new message to our "First Time Users" board, click here. Top Tags AUdio BIOS boot card DELL DIMENSION DRIVE driver DRIVERS error Hard HELP IdeaStorm INSPIRON LAPTOP Memory monitor Not POWER PROBLEM screen Upgrade USB VIDEO Vista VOSTRO Windows Wireless XP XPS (view all) Top Taggers MoneyGuyBK (3338) tr4 (2044) The Dell Community has contributed: 10198 ideas | promoted 690301 times | 79592 comments helmecj01 BigBrother (1959) (1389) SpeedStep (1179) (view all) View Tagging Leaderboards for Community powered by Lithium Technologies © 2007 Dell | About Dell | Terms of Sale | Unresolved Issues | Privacy | Contact | Site Map
  16. 16. 16 Cash on hand, at June 30, 2008 - $71,670,324 Unpaid campaign debts, at June 30, 2008 - $890,921 Contributions, net total to June 30, 2008 - $337,990,555 • Contributions for Jan 2008 - $32 million • Contributions for Feb 2008 - $55 million • Contributons for Mar 2008 - $41 million • Contributions for Apr 2008 - $31 million • Contributions for May 2008 - $22 million • Contributions for June 2008 - $50 million
  17. 17. 17 OASIS A sound methodology for designing, launching and managing social media projects.
  18. 18. 18 OASIS Objectives Audience Strategy Implementation Sustainment
  19. 19. 10 Objectives The first step is deciding what you want Create a S.M.A.R.T*. Objective (or two) Make sure your objective contributes to at least one organizational objective *Specific, Measureable, Attainable, Relevant, Timed
  20. 20. 20 Objectives - cont’d Internal and external stakeholder consultation Marketing and communications Operations Support and service Objectives need to be measurable, link measurement to success metrics.
  21. 21. 21 Audience This is critical Who are you connecting to? What role will they play? Online behaviour is not real life
  22. 22. 14 Audience - cont’d Determine from your available resources how you will... • segment your audience, and; • discover their online characteristics
  23. 23. 17 Audience - cont’d What capabilities and behaviours do they have: • Lurkers? Contributors? Creators? Hunter/gatherers? • Use mobile? Web-only? • What sites do they visit? • What do they look for?
  24. 24. 19 Audience - cont’d Use any recent existing research available Conduct secondary audience research to verify and validate Conduct primary audience research, if possible Research all online conversations
  25. 25. 20 Example Primary Audience: • Drivers license holders, aged 18-30, live in towns and cities across province, travel 2-3 times per day via car or truck, generally tech-savvy and participatory online, high use of mobile devices, likely to have a profile in one or more social networks, high consumers of video, etc…
  26. 26. 26 Audiences in general NA Watch Join Organize Criticize Create 10% 25% 16% 5 basic behaviours 6% 13% 30% 35-44 year old in US. Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com. Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews) Join - Maintain an on-line profile somewhere Organize - Use RSS, tag photos, DIGG/Del.ic.ious
  27. 27. 27 Audience 35-44 year old in US. Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com. Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews) Join - Maintain an on-line profile somewhere Organize - Use RSS, tag photos, DIGG/Del.ic.ious
  28. 28. 28 Audiences in general Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com. Blue Bars indicate the percentage of the selected demographic that are in each Social Technographics group. The white marks indicate the same percentages for the whole population of the country selected. The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.
  29. 29. 29 Audiences in general Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
  30. 30. 30 Audiences in general Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
  31. 31. 31 Strategy How will you engage your audience? Who gives, who gets? How will they engage each other? What are they looking for from each other? How will this meet your goals? What are you looking for? Simple travel widget Complex network of contributors with many actors, links and outcomes
  32. 32. 32 Strategy Simple travel widget Complex network of contributors with many actors, links and outcomes
  33. 33. 24 Implementation Before you pick a tool, pick a type of tool: • Should we be blogging? • Host a discussion forum? • Create videos? • Join a social network? • Replicate content?
  34. 34. 34 Implementation - cont’d It will be a waste of time using any tool, if your audience does not use it, too. That’s why your audience research is so important. (Image source: Robert Scoble & Darren Barefoot)
  35. 35. 35 Sustainment You’ve launched, now what? Plan for the end, or not Monitor, and measure What if it goes wrong? What if it goes right?
  36. 36. 33 Sustainment - cont’d OASIS You are the host • Treat everyone like a guest • Interact, gauge reaction, ask questions, give honest answers. Listen. Provide. Nurture, measure, adjust Results not what you want? Do things differently. Results are good? Do more of the same!
  37. 37. 37 Key Points Start with objectives Know your audience Measure, and monitor Get leadership on-side Look before you leap!
  38. 38. 38 Lunch
  39. 39. 39 Example1 - Objectives Assign priorities to road repairs
  40. 40. 40 Example1 - Audience Drivers motivated by better roads Cell Phones Websites DOT wants to be effective Websites Repair crews want direction No on-line usage
  41. 41. 41 Example1 - Strategy Geotag potholes Rank them Tell DOT Fix them
  42. 42. 42 Example1 - Implementation Smartphone Geocoded content Photo site Presentation Vote/rank Communicate priorities and location Fix them
  43. 43. 43 Example1 - Implementation
  44. 44. 44 Example1 - Implementation - cont’d 1 2 3 Rank Tag Tell
  45. 45. 45
  46. 46. 46 Example1 - Implementation - cont’d Rank Tag Tell
  47. 47. 47 Thank you

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