Listen. Monitor. Engage. Using social media in public service


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Presentation given by Playhouse Communication Ltd as part of Social Media Week, Lagos on 18th Feb 2013.
It outlines how social media has given people a voice, why companies need to listen, monitor & engage and gives pointers on how they can do it.

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Listen. Monitor. Engage. Using social media in public service

  2. 2. 2#smwlagpub
  3. 3. 3 Presenters Tolu Onile-Ere (MD): Tolu has over 15 years integrated experience gained in top agencies in London across a range of renowned blue chip clients and brands, including Shell, Procter & Gamble, HR Owen & Adobe. He has also worked on leading brands in Nigeria including Nokia & Glo. Tolu‟s expertise is varied, but his real strengths lie as a digital evangelist, and as an advocate of thought leadership. Throughout his career, he has been heavily involved in a range of pioneering digital projects, which has given him a real passion for this future technology. Mola Kalejaiye (Online PR & Knowledge Management): Mola Kalejaiye started her career at Storm Media and Entertainment Group, before going on to work as a Public Relations Officer for the Nigerian Communications Commission. She has also worked as part of the online team for the Light Up Nigeria Campaign as well as the What About Us first ever youth led Presidential Debate. Mola was featured on BBC Africa to discuss the impact of social media on the Presidential Elections.#smwlagpub
  4. 4. 4 About The Playhouse The Playhouse is a digital agency. We believe that successful brands need to create communications that engage. And we believe that digital - whether mobile or internet, be it a game, an app, a website or just a banner - offers a cost effective platform for creating and maintaining this dialogue. We don‟t do technology for technology‟s sake. So at the core of all we do is “The Idea” - The Idea that inspires and connects a brand with its audience so that they willingly give their time. So that they invite the brand into their space and enter into a conversation. Let‟s face it, that‟s where every brand wants to be – talking with their customers rather than at them. That is our objective!#smwlagpub
  5. 5. 5 Mission Statement To deliver highly creative and impactful marketing communications that help our clients better reach and engage with their audience. To be an agency renowned for a great working environment, outstanding client service and excellent value for money for both our clients and our stakeholders. To be the leading digital agency in Africa.#smwlagpub
  6. 6. 6 The Playhouse offering Whether it‟s on mobile or the internet, whether it‟s a game, an app, a social media campaign, a website or just a banner, we can deliver it. We offer: › Digital advertising › Strategy & planning › Creative › Development & programming › Social Media development & management › Research › Media planning & buying › Innovation#smwlagpub
  7. 7. 7 Client List Here are some of the companies and brands we have worked with:#smwlagpub
  8. 8. 8 Thought pieces We also produce a series of reports, essays and case studies on all things digital. Here are some of them: Overview of the Nigerian Introduction to Mobile Money Introduction to Google+ Digital LandscapeTop Nigerian Brands on Social Media MTN social media campaign (Part 1) Introduction to Social Media#smwlagpub
  9. 9. 9 Contact Us Contact: Tolu Onile-Ere Managing Director2 Abieyuwa Amadasun str, Off Oduduwa Way, Ikeja GRA, Lagos, Nigeria Tel: +2347038430258 E-mail: Web: Facebook: Twitter:
  10. 10. 10 THE FLOW#smwlagpub
  11. 11. 11 Agenda › Definition of „Public Service‟ › Power to the People › Listen. Monitor. Engage – Why › Listen. Monitor. Engage - How#smwlagpub
  12. 12. 12 Definition Serving the people#smwlagpub
  13. 13. 13#smwlagpub
  14. 14. 14#smwlagpub
  15. 15. #HoyEsBankia
  16. 16. 16 #HoyEsBankia › 100% Twitter driven crisis › Eviction of a father of 8 › Bankia – one of the Banks who received public funds in a hidden rescue operation › „#HoyEsBankia‟ created at 11pm 10th Jan 2011 › Three main influencers –@FotogrAccion- 4,200 followers, @DRYMadrid - 6,150, @Torrejon15M - 830 @PAH_Madrid – 2600 › 8 tweets between 8 and 9am, but they produce 50 retweets. In the next hour, there are 38 new tweets containing the HT and these create another 249 RT › 2 hours after the HT is launched, it is the top trending topic in Spain! › Bankia suspended the eviction!#smwlagpub
  17. 17. 17
  18. 18. 18 LISTEN. MONITOR. ENGAGE. WHY#smwlagpub
  19. 19. 19 "Social media is a unique component of the consumer decision journey: it‟s the only form of marketing that can touch consumers at each and every stage, from when they‟re pondering brands and products right through the period after a purchase, as their experience influences the brands they prefer and their potential advocacy influences others." Demystifying social media by Roxane Divol, David Edelman, and Hugo Sarrazin for McKinsey Quarterly#smwlagpub
  20. 20. 20 If you think this is „social media‟, think again#smwlagpub
  21. 21. 21This is „social media‟#smwlagpub
  22. 22. 22 Online Reputation Management Playhouse definition: › The process of monitoring the online universe to listen to what is being said about your brand/product, so you can identify the negatives and the positives and assess the level of „impact‟. Then, where relevant, engage in the conversation to „accentuate the positive and eliminate the negative‟. Listen Monitor Engage#smwlagpub
  23. 23. 23 HOW SMART ARE YOU?#smwlagpub
  24. 24. 24 "Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosnt mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteers be at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe."#smwlagpub
  25. 25. 25 What’s that got to do it the topic? › No study was done at Cambridge University. › The e-mail was originally sent around without mentioning Cambridge; it got added after the Times of London interviewed a Cambridge neuropsychologist for comment. › It is actually from a letter written in 1999 by Graham Rawlinson, a specialist in child development and educational psychology, to New Scientist magazine in response to an article written about the effects of reversing short chucks of speech.#smwlagpub
  26. 26. 26 THE GERBER CASE STUDY#smwlagpub
  27. 27. 27 The Start#smwlagpub
  28. 28. 28 The story › In July 2011 the Nestlé company recalled one batch of baby food made and sold only in France because a consumer in that country reported finding glass in a jar of Nestlé P’tit Pot Recette Banana. › Incident was only in France and was found to just be one jar. › Yet in 2012, new adaptions of the story keep appearing.#smwlagpub
  29. 29. 29 THE LAGBUS CASE STUDY#smwlagpub
  30. 30. 30 The Start#smwlagpub
  31. 31. 31 Who carried it › @NigeriaNewsdesk › › Jon Gambrell - chief correspondent in Nigeria for The Associated Press#smwlagpub
  32. 32. 32 What were people saying#smwlagpub
  33. 33. 33 What Jon Gambrell had to say › Jon Gamprell, 20,077 followers on twitter, the chief correspondent in Nigeria for The Associated Press, also tweeted: An @AP team just twice traveled the length of Lagos Third Mainland Bridge. There is no crashed bus in the Lagos Lagoon#smwlagpub
  34. 34. 34 FRSC denial#smwlagpub
  35. 35. 35 Tweet reach › Tweet- : Operators of both the BRT and LAGBUS bus services in Lagos have denied that a vehicle in their fleets was involved in any › Reach- 18,324 › Source- @NigeriaNewsdesk › Tweet - No bus plunged into Lagos Lagoon - LAGBUS, BRT › Reach- 35,907 › Source- @MobilePunch › Tweet - Fully loaded BRT bus falls off 3rd mainland bridge into the Lagoon › Reach - 61,093 › Source - @ng_dailynews (Nigeria daily news)#smwlagpub
  36. 36. 36 The aftermath#smwlagpub
  37. 37. 37 LISTEN. MONITOR. ENGAGE. HOW#smwlagpub
  38. 38. 38 Key Considerations for running an ORM programme › What resources are needed and available? –Manpower & technology. Listen › Who needs to be involved? –Which internal stakeholders from which departments? › What processes are in place for reputation management? –How do you identify a problem? Monitor › Is there a crisis management policy/process? › What are the social media guidelines? –What are the engagement guidelines? Engage › What are the objectives of the programme? –Measures of success#smwlagpub
  39. 39. 39 How Organisations can/should leverage Social Media Playhouse Social Media Interaction Flow LISTEN Engage the customers with your brand so Monitor your relationship with your audience. Listen to what people towards youryou into they enter sentiment are saying about your What‟s the into conversation & let brand. organisation, youraproducts keeping them their space, with view to & What‟s coming on the horizon?services, your competitors and the them into advocates. loyal & even turning industry as a whole. ENGAGE MONITOR#smwlagpub
  40. 40. 40 ORM Tools › The „Listening platform‟ landscape is vast with different options available depending on focus and also on budget. › Some of the leading Enterprise level providers, according to the “Forrester Wave™: Enterprise Listening Platforms, Q2 2012” are: –Attensity, Converseon, Lithium Technologies, Networked Insights, NM Incite, Radian6, SDL, Synthesio, Visible Technologies. › Some of the others are: –Brandseye, Saidwot, Trackur, BuzzLogic, Sysomos, UberVu & Google Alerts. › And some of the „free‟ ones –Forsocial media monitoring & engagement, we also have experience of Hootsuite, Sprout Social & TweetDeck.#smwlagpub
  41. 41. 41 Influencers „Nigeria‟ in general „Nigeria‟ as a topic#smwlagpub
  42. 42. 42 Influencers KLOUT INFLUENCES TWITTER FACEBOOK BLOG NOTES SCORE Influence is from reach to the general public & note thatNIGERIA it is also followed by Tomi Oladipo (BBC correspondent) 79 110,000 350,191 345,000NEWSDESK & Jon Gambrell (Chief Correspondent in Nigeria for the Associated Press) He is currently the only person that Nigeria NewsdeskEDIONG 69 63,000 56,702 x follows. Also, his reach is quite wide. On Twitter, his followers include Tomi Oladipo (BBC correspondent), Jon Gambrell (chief correspondent inTOLU Nigeria for The Associated Press), Xan Rice (West Africa 73 18,000 29,645 285 / 4971 www.toluogunlesi.comOGUNLESI correspondent of the Financial Times), Reno Omokri (Special Asst. to the Nigerian President on New Media) & Tim Cocks (Reuters Chief Correspondent, Nigeria).JAPHETH Blog ranks no 414 in Nigeria. His influence is down to his 71 62,000 52,255 80 / 3,112 www.omojuwa.comOMOJUWA reach.#smwlagpub
  43. 43. 43 Other influencers KLOUT DAILY JOURNALIST FACEBOOK TWITTER SCORE DAILY TRUST Kayode Ogunwale O O O Chris Agabi P P 10 KLOUT Sunday Williams P P ODAILY JOURNALIST FACEBOOK TWITTER SCORE Kayode Ekundayo O O OVANGUARD Peter Egwatu P O O BUSINESS Franklin Alli O O O DAY Ifeanyi Nwachukwu O O O Micheal Eboh P O O Daniel Obi O O O Rosemary Onuoha O P O Olusola Richards O O O Omoh Gabriel O O O John Omachonu O O OGUARDIAN Femi Adekoya O O O Modestus Anaesoronye O O O Bukky Olajide O O O Kelechi Mgboji O O OTHISDAY Obinna Chima P O O Issac Anumihe O O O Yemi Akinsuye O O O Adewale Sanyaolu O O O Emma Okonji P O O Omodele Adigun O O O Goddy Egene P P 10 Amechi Ogbonna O O OPUNCH Ademola Alawiye P O O LEADERSHIP Nkem Osuagwu O O O Layi Adeloye O O O Grace Azubike O O O Okechukwu Onuba O O O Midat Joseph O O O Chukwudi Akasike P P O Abiodun Oluwarotimi O O O Udeme Ekwere O O O Issac Amure O O O Nike Popoola O O O Chima Akwaja P P O Blessing Anaro O O O#smwlagpub
  44. 44. 44
  45. 45. 45 Contact Us Contact: Tolu Onile-Ere Managing Director2 Abieyuwa Amadasun str, Off Oduduwa Way, Ikeja GRA, Lagos, Nigeria Tel: +2347038430258 E-mail: Web: Facebook: Twitter: