@write2kavita

Hi… it’s great to be back with another interactive monthly
webinar & welcome to an action-packed learning session!
If this is your first time, let’s get to know each other little bit. I
am based in Singapore and head Digital Marketing at Web
Spiders. More info @ www.webspiders.com
I love digital media, sharing insights based on user behavior &
our interaction with technology! Today’s session is all about
Social Media for Government Enterprises. Let’s get started!
BTW, you can find me on social media (of course!) @
LinkedIn: www.linkedin.com/in/kavitaj
Twitter: @write2kavita
Facebook: www.facebook.com/kavitaj
E-mail: kavita@webspiders.com
Director
@write2kavita

@write2kavita

@write2kavita
Social Media for Good Governance
Survey of citizens who prefer interacting with governments via social media
Source: Statista

@write2kavita
Platforms USP Opportunities & Benefits
Most popular network Advanced targeting, niche community, branded visuals, native videos.
Micro blogging site Twitter chats, real-time updates, hashtag marketing, trending topics.
Video sharing site Video marketing, user generated clips, video blogging, tutorials.
Professional network Professional blogs & updates, interest groups, influencer marketing.
App for pictures, videos Millennial marketing, hashtag marketing, micro video marketing.
Curation & discovery site Targeted boards, place pins, article pins, infographics, branded photos.
1. Popular Social Media Platforms

@write2kavita
Social Media Engagement - Singapore Polytechnic
Copyright: Singapore Polytechnic

@write2kavita
2. Objectives & KPIs
Raise Awareness Reach, Impressions, Views, Fans,
Followers, CTR
Build Engagement
Solve Queries, Get
Feedback
Collaborate & Promote
Manage Reputation
Likes, Shares, Comments,
Retweets, Repins, Favourites
Messages, Testimonials, Reviews,
Ratings, Surveys
Niche Communities, Forums,
Twitter Chats, Targeted
Campaigns
Social Listening - Mentions,
Referrals etc.

@write2kavita
3. Bio Persona Development
Bio: Marketing Manager & Aspiring Entrepreneur
Working mother with 2 young kids, lives in Singapore
Interests: Loves gardening & travelling, interested in social causes
Personality: Outgoing, Enthusiastic, Warm & Idealistic
Online hangouts: Facebook, Twitter, LinkedIn, YouTube
Best way to connect: Facebook niche communities, industry specific
LinkedIn blogs, mobile videos via YouTube, real-time tweets
Stella Wong
Female, 44 years

@write2kavita
4. Effective Audience Targeting
● Demographic targeting
● Regional or location based targeting
● Lookalike audience
● Interest based segmentation
● Socio-economic classification
● Segmentation on the basis of industry, profession
● Keyword targeting
● Device targeting
● Advanced behavioural targeting

@write2kavita
Objective Tone & Persona Language Post Types
Spread
Awareness
● Warm & Inviting
● Informative
● Honest & Helpful
Simple & Easy to
understand
● Real-Time Updates
● Thought Provoking Posts,
Polls, Surveys
Establish
Authority
● Professional & Sincere
● Authoritative yet Friendly
Industry Savvy
● Tips & Expert Advice
● Professional Blogs
● Video Tutorials
Build
Engagement
● Direct & Outgoing
● Playful & Inspiring
● Personal
Conversational &
Fun
● Shareable Content - photos,
infographics
● Throwback Updates
● Interactive Updates
5. Social Media Voice & Messaging

@write2kavita
Voice & Messaging - Unify To UDify
Copyright:
Unify To UDify
Targeted
Post
Informative
Post
Warm & Helpful
Tone
Relevant
Messaging

@write2kavita
6. Rules of Community Engagement
● Ask questions, show curiosity to spark conversations
● Respond to queries, share information & join in discussions
● Invite public opinion on topics of interest
● Be human and be accessible at all times!
● Try not to be too preachy or boring but be consistent
● Don’t get caught up in red tapism - be fast, accurate & relevant!
● Wow them with content they’ll love!
● Give them reason to come back - think incentives & takeaways!

@write2kavita
Community Building & Engagement
Copyright:
Singapore.sg
Copyright: PAssion Chingay Club
Celebratory
Post
Real-Time Event
Updates

@write2kavita
7. Social Media Content Strategy
● Frequency & variety of posts
● Ideal length of posts
● Best day & time to post
● Platform centric content creation
● Mix of original & curated content
● Hashtag marketing & Cross promotion
● Post targeting & real-time updates
● Content performance analysis

@write2kavita
Infographics
Newsletter
Content Assets - Nanyang Technical University
Copyright: NTU

@write2kavita
8. A Typical Editorial Calendar
Calendar Post Type Goal Channels
Monday Branded Photo Post Awareness/Reach Facebook, Twitter, Instagram
Tuesday Event Promotion Boost Participation Twitter, Facebook, Instagram
Wednesday News/Announcement Education/Information Twitter, Facebook, Instagram
Thursday Website/Blog
Promotion
Drive Traffic Facebook, Twitter, LinkedIn
Friday Contests/Polls Engagement Facebook, Twitter, Pinterest
Saturday Interactive Video Interaction/ Distribution YouTube, Facebook, Instagram
Sunday Guides/How-to’s/Blogs Knowledge Sharing Slideshare, LinkedIn, Facebook

@write2kavita
Campaign
Type &
Target
Audience
Campaign
Objective
Platforms
&
Incentives
Editorial
Calendar &
Creatives
Campaign
Promotion
Campaign
Monitoring
Campaign
Results
Post
Campaign
Activities
9. A Social Media Campaign Timeline

@write2kavita
Copyright: PAssion Chingay Club
Social Media Campaign - PAssion Chingay Club

@write2kavita
● Customized editorial
calendar
● Team progress
tracking
● Collaborative editing,
content workflow
● Crowdsourcing,
content marketing map
● Campaign planning,
execution
● Audience
engagement
● Campaign impact
analysis
● Collaboration feature
for ideas, content
● Targeted advertising
● Auto-schedule,
social profile mgmt.
● Real-time social
success tracking
● Multiple platform
campaign mgmt.
● Campaign
performance
analysis
Free Mid-Range Mid-Range Enterprise
● Cross channel
campaign mgmt.
● Interactive &
customized
experiences
● Social curation feature
● Multiple device,
language support
10.Campaign Monitoring Tools & Analytics

@write2kavita
Social Media Crisis Management
● React quickly, empower your teams and accept responsibility.
● Know how and when to take the issue offline.
● Apologise if necessary and do not ignore or be defensive!
● Provide constructive responses to questions, requests or complaints.
● Refrain from closing your social media accounts or engaging in a debate!
● Tune in to social listening 24/7.
● Avoid sending out conflicting statements or inappropriate responses
● Be genuine, sincere and show your concern, commitment!
● Take it as a learning experience and prepare a post crisis document for future use.

@write2kavita
• Verify the official accounts. Make sure all the contact details and descriptions fields are properly
filled out.
• Define roles and responsibilities clearly. Encourage regular internal communication to maintain
accuracy and transparency.
• Provide regular trainings, embrace new technologies and platforms. However, avoid the pitfalls of
over-marketing!
• Have a data backed strategy along with effective workflows and calendars in place.
• Be consistent when it comes to messaging and creatives. But do customize the content & speak
the language of the specific platform.
• Integrate social media initiatives with offline communication. That includes events & campaigns!
• Link back to website, blog and relevant portals.
Develop a Customized G2C Playbook

@write2kavita
• Prepare a FAQ document with common Q/A, guidelines and best practices.
• Always use social listening tools, be prompt when it comes to addressing complaints or
dispelling rumours.
• Use acronyms cautiously and remember to provide appropriate captions and CTAs in posts.
• Take ownership of hashtags and research popular ones to be found readily by fans.
• Open dialogues and conversations instead of opting for a broadcast approach.
• Connect and engage influencers regularly and promote advocacy. Join relevant groups as well!
• Leverage trends & incentivise whenever possible. Create powerful social media movements!
• Run social media audits at regular interval and adjust the strategy accordingly.
Develop a Customized G2C Playbook

@write2kavita

@write2kavita
Web Spiders provides 360 ° Digital
Marketing Services:
Search+Social+Content Marketing
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Speak to us at 8499 7403 to
discuss more!
www.webspiders.com
On-Demand Learning
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