Government Slideshow

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A PRIA presentation on Government and social media.

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Government Slideshow

  1. 1. Government 20 August 2010
  2. 2. Karalee Evans <ul><li>Nearly a decade of communications and strategy experience across Government, corporate, not-for-profits and agency </li></ul><ul><li>Amnesia Razorfish blog Social election 2010 </li></ul><ul><li>Twitter </li></ul>
  3. 3. Matthew Gain <ul><li>Digital PR practitioner </li></ul><ul><li>Travelling, photography, surfing </li></ul><ul><li>UK: Microsoft, Edelman </li></ul><ul><li>Australia: Oglivy, Weber Shandwick, Edelman </li></ul><ul><li>matthewgain.com </li></ul>
  4. 4. Jim Macnamara <ul><li>Professor of Public Communication , UTS </li></ul><ul><li>35 years professional communication practice </li></ul><ul><li>12 books including ‘ The 21 st Century Media (R)evolution ‘ </li></ul>
  5. 5. Karalee <ul><li>The Social Election – 2010 Federal Election Insights </li></ul><ul><li>The situational analysis </li></ul><ul><li>Winners, losers and fakes </li></ul><ul><li>Top topics </li></ul><ul><li>Digital insights </li></ul>
  6. 6. The Social Election <ul><ul><li>We’re using Radian6 to monitor and listen </li></ul></ul><ul><ul><li>A real-time finger on the social pulse across Twitter, Facebook, YouTube and other online sources </li></ul></ul><ul><ul><li>We’re rating the Twitter sentiment with humans (and not bots) </li></ul></ul><ul><ul><li>We’re analysing the insights to include environment factors </li></ul></ul>
  7. 7. Situational Analysis
  8. 8. Winners, Losers & Fakes <ul><ul><li>Share of voice </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Influence </li></ul></ul>
  9. 9. Share of Voice
  10. 10. Negative Sentiment
  11. 11. Karalee <ul><li>Top Topics: </li></ul><ul><li>Climate change </li></ul><ul><li>Immigration </li></ul><ul><li>Boat people </li></ul><ul><li>Economy </li></ul><ul><li>Equal rights </li></ul>
  12. 12. Trending Topics
  13. 13. Digital insights <ul><ul><li>Different strategies </li></ul></ul><ul><ul><li>Not leveraging soft data </li></ul></ul><ul><ul><li>Ineffective targeting </li></ul></ul>
  14. 14. Matthew <ul><li>Objectives: </li></ul><ul><li>Rank Australia’s politicians and staffers in terms of influence on Twitter </li></ul><ul><li>• Understand who is using the platform best </li></ul><ul><li>• Use as a tool to lobby for better use by politicians </li></ul>
  15. 15. TweetLevel 2010 <ul><li>How it works </li></ul><ul><li>What are the numbers? </li></ul><ul><li>Influence - what you say is interesting and many people listen to it. This is the primary ranking metric. </li></ul><ul><li>Popularity - how many people follow you </li></ul><ul><li>Engagement - you actively participate within your community </li></ul><ul><li>Trust - people believe what you say </li></ul>
  16. 16. Methodology
  17. 17. Topline Results
  18. 18. Malcolm Turnbull <ul><li>Regular personal updates that connect with his community </li></ul><ul><li>• Engages in conversations: </li></ul><ul><li>• Answers questions </li></ul><ul><li>• Responds to criticism </li></ul><ul><li>• Makes time for the platform </li></ul><ul><li>• Definitely not a one way medium </li></ul>
  19. 19. Julia Gillard <ul><li>• Despite a slow start started engaging last week </li></ul><ul><li>• Engaging conversations </li></ul><ul><li>• Providing additional information via links </li></ul><ul><li>• Responding to influentials ;-) </li></ul><ul><li>• RTing the AustralianLabor a lot to share the load </li></ul><ul><li>• Using a iPad for Tweets </li></ul>
  20. 20. The Greens <ul><li>• Have secured 4 of the top ten positions </li></ul><ul><li>• Using staffers to spread their message further </li></ul><ul><li>• Smartly using aggregated accounts – eg Greens and GreensMPs </li></ul><ul><li>• Despite smaller numbers of followers making up for it with large amounts of updates and engagement </li></ul>
  21. 21. Tony Abbott <ul><li>Where have you been Tony? </li></ul><ul><li>• His follow vs follwer count is indicative of how Tony is approaching Twitter </li></ul>
  22. 22. Impact Overall <ul><li>Has Twitter had an impact though? </li></ul>
  23. 23. Jim <ul><li>No one thing will cause people to vote, not newspapers, not TV debates, not social media, but does social media have a role? Yes </li></ul>
  24. 24. Electioneering 2007 <ul><li>2007 ‘not’ the YouTube election </li></ul>
  25. 25. E-electioneering 2007 <ul><li>Of Australia’s 226 MPs and Senators </li></ul><ul><ul><li>Personal Web site 137 (61%) </li></ul></ul><ul><ul><li>MySpace 26 (11.5%) </li></ul></ul><ul><ul><li>Online survey 24 (10.6%) </li></ul></ul><ul><ul><li>Blog 15 (6.6%) </li></ul></ul><ul><ul><li>YouTube videos 13 (5.8%) </li></ul></ul><ul><ul><li>Online petition 10 (4.4%) </li></ul></ul><ul><ul><li>Facebook 8 (3.5%) </li></ul></ul><ul><ul><li>Podcast 7 (3.1%) </li></ul></ul><ul><ul><li>Vlog 1 </li></ul></ul>
  26. 26. Interactivity – dialogue (not)
  27. 27. 2010 on Twitter
  28. 28. Followers (blue); following (red)
  29. 29. E-electioneering 2010 <ul><li>135 in Facebook </li></ul><ul><ul><li>71 are ‘community’ pages </li></ul></ul><ul><ul><li>64 active Facebookers (8) </li></ul></ul><ul><li>34 have a YouTube channel (13) </li></ul><ul><li>32 have a blog (15) </li></ul><ul><li>7 in MySpace (26) </li></ul><ul><li>53 no Web presence ex APH (89) </li></ul>
  30. 30. E-electioneering 2010 <ul><li>On Twitter 95% of politicians broadcast </li></ul><ul><ul><li>Only 4-5% respond to followers </li></ul></ul><ul><li>Contact me </li></ul><ul><ul><li>122 no personal e-mail </li></ul></ul><ul><ul><li>71 no contact address </li></ul></ul><ul><ul><li>72 no phone number </li></ul></ul><ul><ul><li>5 just have a form </li></ul></ul>
  31. 31. Interactive / responsive <ul><li>Joining the ‘race’ discourse! </li></ul><ul><li>On Twitter </li></ul><ul><ul><li>Malcolm Turnbull (  ); Kevin Rudd (?), Julia Gillard(  ), GreensMPs (  ), Pia Waugh (  ) </li></ul></ul><ul><li>Little or no critical comment on any sites </li></ul><ul><li>Little humanising </li></ul><ul><ul><li>But some notable exceptions </li></ul></ul>
  32. 32. Questions <ul><li>Karalee Evans </li></ul><ul><li>Matthew Gain </li></ul><ul><li>Jim Macnamara </li></ul>
  33. 33. Summer Series <ul><li>Google Analytics </li></ul><ul><li>Ben Mangold </li></ul><ul><li>Friday 27 August 12:00 pm AEST </li></ul>
  34. 34. September Webinar <ul><li>Social Capital </li></ul><ul><li>Eva Cox </li></ul><ul><li>Friday 17 September 12:00 pm AEST </li></ul>
  35. 35. National Conference <ul><li>www.acevents.com.au/pria2010 </li></ul><ul><li>Early-bird prices until 31 August </li></ul><ul><li>T: 02 8908 8555 </li></ul>
  36. 36. Feedback <ul><li>Please send us your comments to help us plan future webinars </li></ul><ul><li>www.surveymonkey.com/s/DGK5DH5 </li></ul>

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