Six-Point Strategy
Six simple steps to a successful
social media strategy
DARREN WHITELAW
Technology has moved rapidly over the
past 50 years
This is a photo of a hard disk-drive back
from 1956... with 5 MB of st...
Augmented reality is now a
reality
Google has developed a wearable
computer that combines the
technology of a smartphone w...
Westpac Bank
360 Collins St
Earn 5,000 bonus
points – walk in now
12 Friends Like

Tram 109
32 mins to Kew
Next 7 mins (Tr...
Most trusted sources of info
27%
20%

17%
11%

(ACMA: Trust and Confidence Australia in the Digital Economy, 2009)
The digital natives are
taking over
There are now more
people aged under 40
years in the workforce than
aged over 40 years...
The business of government
is getting more complex.
Governments around the world are facing increasingly ‘wicked’
problems...
We need to do more with
less. But there are no simple
solutions.
The public sector cannot
keep taking a 19th Century
minds...
A simple plan to guide
your efforts
It’s all about the three Rs… and three Ws
Research

Resources

Why

Risk

Who
Where
We start with some
research
Who said there’s no such thing as a free lunch?
And there’s plenty of paid services too…
But it can be a bit like black magic

Image by Arbron
Not all products count the same

Social Media Monitoring Tools 2010 Review, Fresh Networks
Different tools give different results

Social Media Monitoring Tools 2010 Review, Fresh Networks
Really easy for brands…

Image by Terry Johnson
…but much harder for issues
There is no substitute for humans.
Now answer why by setting
some objectives
Why

“Let’s start a
Facebook Page”…
WHY?
… “because everyone else is!”
Answer who
by identifying the audience
Look at where you’ll
focus attention
We must also
look at risk
Fears with social media

Types of analysis

51%

Lose
Control
Too slow

31
% 18

Staff slack

34.4
%

57.9
%

43.4
%

%
Po...
Give staff permission,
but protect them
(and your reputation)
I just found out
the greatest
secret…

Who cares?

I hate my boss
and work sucks

Everyone
around me are
a bunch of
total ...
I just found out
the greatest
secret…

I hate my boss
and work sucks

Everyone
around me are
a bunch of
total fools

Hey e...
A different way of introducing a Social Media Policy
“What if we can’t
handle the
volume!?!”…

Steve Mann, via Wikicommons
What kind
of message?

Positive

Negative

Policy
Breach
What did they say?
Bad things

Good things

No action
needed

YES

YES

Unhappy
experience

Can you
add value?

Are the
fa...
But none of this will happen
without resources
And then go back and do it again…
Research

Resources

Why

Risk

Who
Where
And finally, those
Six Tips for Success
#1

Grow
bigger ears!
Link everything back
to

strategy

#2
Be patient
#3

Concept @bryonycole

But I want it
NOW!

Establish and build

Engage and grow
following
iStock.com

Activat...
#4
UNDERSTAND

You are

NOT in

control
The Streisand Effect

Image via US Library of Congress

Attempting to ide, remove or
censor a piece of information
online ...
Entertainer Barbara Streisand
attempted to suppress aerial photos
of her house.
Only six people had seen the image
before ...
There is

#5

no

substitute for

humans.
#6
To wrap up…
Technology is moving
rapidly. It is having a big
impact on the way we
communicate.
We need to think
differentl...
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
Social media for public value
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Social media for public value

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A presentation for public sector professionals about the benefits and risks of social media. Explains how rapid growth in technology is impacting on communication with citizens. Outlines a six-point plan for digital engagement. Gives winning tactics to mitigate risk and protect reputation/

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Social media for public value

  1. 1. Six-Point Strategy Six simple steps to a successful social media strategy DARREN WHITELAW
  2. 2. Technology has moved rapidly over the past 50 years This is a photo of a hard disk-drive back from 1956... with 5 MB of storage. In September 1956 IBM launched the 305 RAMAC, the first 'SUPER' computer with a hard disk drive. Weighed over a ton and stored a 'whopping' 5 MB of data. You could only lease this PC. In today’s dollars a cost of $320,000 a year. Now think about that 8,000 MB flash stick I bought for $12 the other day!
  3. 3. Augmented reality is now a reality Google has developed a wearable computer that combines the technology of a smartphone with a small screen. Not only does it record everything the wearer sees, but it also displays information taken from various data sources. There are currently 10,000 people in the US who are wearing the devices as part of the testing program. Google Glasses will be on widespread sale from 2014. © Google 2013
  4. 4. Westpac Bank 360 Collins St Earn 5,000 bonus points – walk in now 12 Friends Like Tram 109 32 mins to Kew Next 7 mins (Tram 62) Victoria Police Crime Alert Violent assaults up 15% past two weeks Next 500m An illustration of what a wearer might see when Google Glass is connected to a range of open data sources. Jan Logan Jewellers 90 Collins St Melbourne VIC 3000 (03) 9650 9099 4.5 Yelp star rating Council roadworks next week 142 people reported this pothole
  5. 5. Most trusted sources of info 27% 20% 17% 11% (ACMA: Trust and Confidence Australia in the Digital Economy, 2009)
  6. 6. The digital natives are taking over There are now more people aged under 40 years in the workforce than aged over 40 years. ABS data reveals 2013 was the year we reached this important tipping point. People under 40 years always known computers. They have grown up as the internet has evolved. They are hyper-connected. As this group moves into management positions they will begin to question why the benefits of social connectivity aren’t utilised in the workforce. A generational shift
  7. 7. The business of government is getting more complex. Governments around the world are facing increasingly ‘wicked’ problems, megatrends, and complex issues. An ageing population, shifting revenue base and increased public demand for large-scale infrastructure projects are making public administration harder than ever before. Citizens are also expecting more from their governments. Image by David Reimer
  8. 8. We need to do more with less. But there are no simple solutions. The public sector cannot keep taking a 19th Century mindset to deal with 21st Century problems. We need to think different. Something Image © istock.com has to give
  9. 9. A simple plan to guide your efforts
  10. 10. It’s all about the three Rs… and three Ws Research Resources Why Risk Who Where
  11. 11. We start with some research
  12. 12. Who said there’s no such thing as a free lunch?
  13. 13. And there’s plenty of paid services too…
  14. 14. But it can be a bit like black magic Image by Arbron
  15. 15. Not all products count the same Social Media Monitoring Tools 2010 Review, Fresh Networks
  16. 16. Different tools give different results Social Media Monitoring Tools 2010 Review, Fresh Networks
  17. 17. Really easy for brands… Image by Terry Johnson
  18. 18. …but much harder for issues
  19. 19. There is no substitute for humans.
  20. 20. Now answer why by setting some objectives
  21. 21. Why “Let’s start a Facebook Page”… WHY? … “because everyone else is!”
  22. 22. Answer who by identifying the audience
  23. 23. Look at where you’ll focus attention
  24. 24. We must also look at risk
  25. 25. Fears with social media Types of analysis 51% Lose Control Too slow 31 % 18 Staff slack 34.4 % 57.9 % 43.4 % % Policies Monitoring Policy 5 8.3 Regular monitoring 45.4 None 14 34.8 Occasional/Ad hoc 20.4 46.3 General code Verbal Occasional memo None 22.6 Source: Australian Centre for Public Communication, Sept 2011
  26. 26. Give staff permission, but protect them (and your reputation)
  27. 27. I just found out the greatest secret… Who cares? I hate my boss and work sucks Everyone around me are a bunch of total fools I wanna kill my co-workers How’s this for a massive scandal… I am surrounded by incompetence and insanity! F%*@! I really %#+*&^% these @!&%%$
  28. 28. I just found out the greatest secret… I hate my boss and work sucks Everyone around me are a bunch of total fools Hey everyone! I’m Darren Whitelaw and I work in the Victorian Public Sector How’s this for a massive scandal… I am surrounded by incompetence and insanity! I wanna kill my co-workers F%*@! I really %#+*&^% these @!&%%$
  29. 29. A different way of introducing a Social Media Policy
  30. 30. “What if we can’t handle the volume!?!”… Steve Mann, via Wikicommons
  31. 31. What kind of message? Positive Negative Policy Breach
  32. 32. What did they say? Bad things Good things No action needed YES YES Unhappy experience Can you add value? Are the facts correct? NO NO NO YES Thank them for their post Take reasonable steps to fix and explain action’s been taken Trying to be funny Serial pest Are the facts correct? YES Respond with value and visibly share Does it pose a legal risk? Why did they say it? Want to respond? NO Policy Breach Gently correct the facts YES Let post stand and monitor Remove it. Explain. Reply with a reminder on social media rules. NO NO Is the problem being fixed? Explain what YES is being done to correct the issue Will doing something bring more attention than not? YES Monitor NO Will the community police itself? NO YES NO Has the community policed itself within 24 hours YES
  33. 33. But none of this will happen without resources
  34. 34. And then go back and do it again… Research Resources Why Risk Who Where
  35. 35. And finally, those Six Tips for Success
  36. 36. #1 Grow bigger ears!
  37. 37. Link everything back to strategy #2
  38. 38. Be patient #3 Concept @bryonycole But I want it NOW! Establish and build Engage and grow following iStock.com Activate audience
  39. 39. #4 UNDERSTAND You are NOT in control
  40. 40. The Streisand Effect Image via US Library of Congress Attempting to ide, remove or censor a piece of information online can have the unintended consequence of publicising the information much more widely.
  41. 41. Entertainer Barbara Streisand attempted to suppress aerial photos of her house. Only six people had seen the image before she tried to remove it from the internet. The publicity surrounding the case caused 420,000 people download the image in the following month. Image via Panoramio.com
  42. 42. There is #5 no substitute for humans.
  43. 43. #6
  44. 44. To wrap up… Technology is moving rapidly. It is having a big impact on the way we communicate. We need to think differently in order to keep pace with changing expectations. Remember the following points: • Start by listening • Identify the public value from your social media • Protect reputation with policies and processes • Don’t rely on robots • Be patient.

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