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Local Government - kick starting your Social Media
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Local Government - kick starting your Social Media


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Getting started in social media: a how-to for local government.

Getting started in social media: a how-to for local government.

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  • A lot of talk / hype about what it is, seen the statsI know some of you have already progressed – Cambridge, Freo, Canning, Cockburn etc are already down the trackBUT many of you aren’t, when looking through the list of local councils.For you, its very helpful to have some CONTEXT – clear your heads / thinking straightGive you the confidence to get your teeth into the world of SOC MED
  • Here’s what your world probably looks like. Sketching up the big picture when it comes to communications.
  • Your comms strategy is how you bring those two together
  • Now…Take one of those channels – TV – think of the take up – the rationale you used when participating in that medium.1st TV ad – July 1 1941 – watchmaker Bulora paid $9 for a spot before a baseball game.Only affordable for SME’s in early 1990’s – now mass media – huge audienceWe go where the people are….
  • Now 900,000 People 18+ in Perth on Facebook alone.
  • So, think of SM is just another channel through which your comms travels. But, up there with other 2 way channels (like the front desk)If the phone is ringing off the hook, you need to staff up to handle it, or fix the problem. If some of your constituents prefer social media, you need to be there, because the numbers and interaction will only grow.Plus Integration needs to happen across channels
  • Highlight customer service, because that is where the ROI can be strongest. Eg Comcast (US) have had huge savings and increased customer access thru twitter. Think less churn. Also Telstra.This is a big one for you guys, and a good place to start looking – customer support. Where do I find… How much is…. (here’s the website link etc)So… even though SM may sit with Comms or Marketing or whatever, it impacts your org on many levels. If you let it.Many to many – explain the ideal  shift from a one to many model (SM officer only  more accounts) egcomcast
  • Demistify….. In consultation with the State Records Office, the following summary is provided:Social Media falls under the ‘Management of Digital Records‘guidelines.Need to take the intent of these guidelines and apply them using internal record keeping tools. The guidelines will not cover the specifics, so common sense must be applied.Records are to be captured in a format that can’t be changed (such as a screenshot or non-editable file). If a record is altered in any way, a log of those changes should be maintained.Not every post or piece of information published by local Government is considered a record. Capture information if it will be used in reports or in a decision making process.If a post is simply an extension of your marketing campaigns or other channels, annotation may be made in the record keeping system that an event was promoted via the website or other social media channel.However, any transaction between a Government body and another party needs to be captured and recorded. Refer to the SRO Information Sheet ‘Recordkeeping Responsibilities and You’ for examples of activities and transactions where a record should be created.
  • Maybe you cant change your world overnight, so start small. Same approach, but stick with a small targetLook for the beginnings of a tribe in your org – where some passion is.
  • Transcript

    • 2. context
    • 3. context
    • 4.
    • 5. To reach 50 million users it took…
      Radio: 38 yearsTV: 13 yearsInternet: 4 years!iPod: 3 years!!!Facebook: 2 years!!!!
    • 6. context
      social media
    • 7. Where does social media sit?
      At the core of your business! It’s a many to many model.
      It impacts:
      • Customer service
      • 8. Marketing
      • 9. Community engagement
      • 10. Public Relations
      • 11. Decision making
      Does that include twitter?
      “As public servants, it is the City’s role to be there to meet the needs of its constituents by listening to them, understanding their needs and acting under their direction…”
    • 12.
    • 13.
    • 14. your next 3 moves
      Strategy (Roadmap, Resourcing, Rollout)
      Social Media Policy
      Record Keeping
      … & GET STARTED!
    • 15. Kick start with a passionate project!
    • 16. Start measuring – 3 metrics
      Community growth
      Referred social traffic
      Social mentions
      Community Growth
      = # Facebook Fans
      + # Twitter Followers
      + # unique blog users
      + # YouTube Channel subscribers
      + #all other registered community members
    • 17. Case study - vancouver
    • 18. Case study - vancouver
      TISSUE…you probably aren’t
      trying hard enough”
      Julie HampSenior VP of Marketing at PepsiCo