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Social Media for Local Government Canada


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Social Media for Local Government Canada

  1. 1. Social Media for Local Government (Canada) Listen, Engage and Inform June 9 th , 2010
  2. 2. Agenda <ul><li>Introduction. </li></ul><ul><li>Present Landscape - Canada </li></ul><ul><li>Social Media and Canadians </li></ul><ul><li>Social Media </li></ul><ul><li>Have a Strategy - P.O.S.T. </li></ul><ul><li>Listen, Engage, React, Persuade, Measure </li></ul><ul><li>Social Media and Local Government </li></ul><ul><li>Open Discussion </li></ul><ul><li>Conclusion. </li></ul><ul><li>Q&A. </li></ul>
  3. 3. Canadians and the Internet <ul><li>In 2009, Ipsos Reid recorded its </li></ul><ul><li>highest level ever for Internet penetration </li></ul><ul><li>at home in Canada. </li></ul><ul><li>Over eight in ten Canadians (82%) now have Internet access at home. </li></ul><ul><li>Ref. Ipsos Reid </li></ul>
  4. 4. Canadians and the Internet
  5. 5. Canadians and the Internet
  6. 6. Canadians and the Internet <ul><li>For the First Time, Weekly Hours Spent Online (18.1 hours) is Higher Than the Number of Hours Spent Watching Television (16.9 hours) </li></ul><ul><li>Monday, March 22, 2010 Ipsos Reid </li></ul><ul><li>A Majority (68%) Of Internet Citizens Spend More Time during the Week on the Internet than Watching Television </li></ul><ul><li>Monday, June 07, 2010 Ipsos Reid </li></ul>
  7. 7. Social Media and Canadians <ul><li>70% of Canadians say they use social media. </li></ul><ul><li>Canadians have long been known as one of the world's busiest users of social networking websites. </li></ul><ul><li>LinkedIn has 2 million plus Canadian members. </li></ul><ul><li>70% of people surveyed currently having a Facebook account. 16 Million Canadians on Facebook. </li></ul><ul><li>47% of Canadians use Twitter. </li></ul><ul><li>YouTube & Flickr are the most popular social media sites with 38% & 29% (respectively) of people surveyed using the sites. </li></ul><ul><li>58% of Canadians blog. </li></ul><ul><li>61% of businesses said they track what people are saying about their brand online . </li></ul>
  8. 8. Canadian Social Media Demographics Ref. Forrester
  9. 9. What is social media? Definition. <ul><li>Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives. </li></ul><ul><li>Social media can take many different forms, including text, images, audio, and video. </li></ul><ul><li>Ref. Wikipedia </li></ul>
  10. 10. Social Media is used for: From a business/organization perspective <ul><li>Public Relations. </li></ul><ul><li>Customer Service and Support. </li></ul><ul><li>Loyalty-Building. </li></ul><ul><li>Collaboration and Feedback. </li></ul><ul><li>Networking. </li></ul><ul><li>Thought-Leadership. </li></ul><ul><li>Customer Acquisition. </li></ul>
  11. 11. Social Media Tools: What are the benefits? <ul><li>Blogging – free, able to customize, great for centralized thought leadership, no competition, can syndicate. Examples: Wordpress, Blogger. </li></ul><ul><li>Social Networks - are online communities where people meet, socialize, exchange digital files, etc. Examples: LinkedIn, Facebook. </li></ul><ul><li>Micro Blogging – link building, create following, interactive, found on most social networks, quick updates. Examples: Twitter. </li></ul><ul><li>Video/Audio Podcasting Casting – your commercial, creates credibility, easiest on user, great viral potential. Examples: YouTube, BlogTalkRadio. </li></ul><ul><li>Wikis – like a forum except significantly more diverse, great for creating an interactive and focused network. Examples: Wikipedia. </li></ul><ul><li>RSS Feed –good for syndication of content. Examples: Netvibes, Google Reader </li></ul><ul><li>Bookmarking – link building; reach wider audiences, syndicating, not good for SEO, developing a wider following. Examples: Delicious. </li></ul><ul><li>Ezines/News articles – great for search engine and link building, syndication, external RSS. </li></ul><ul><li>Forums – simplified version of blogging, encourages simple and more frequent audience participation. </li></ul><ul><li>E-Newsletters – an enabler: brings people to your social media, reinforces the brand, and builds potential loyalty. Examples: Constant Contact, MailChimp. </li></ul><ul><li>Open Networks – encourages a loyal following to grow, becomes self perpetuating. </li></ul><ul><li>Closed Networks – exclusivity, privacy, confidentiality, encourages exchange of thinking, targets audience. </li></ul>
  12. 12. Social Media Big Picture
  13. 13. Social Media Strategy
  14. 14. A Four Step Strategy Process P.O.S.T. <ul><li>P eople </li></ul><ul><ul><li>Customer/Constituent Profile, Target Audience. </li></ul></ul><ul><ul><li>Assess your customer social activity. </li></ul></ul><ul><li>O bjective </li></ul><ul><ul><li>Decide what you want to accomplish. </li></ul></ul><ul><ul><li>Listening, talking, marketing, generating sales. </li></ul></ul><ul><li>S trategy </li></ul><ul><ul><li>Plan for how relationships with customers will change. </li></ul></ul><ul><ul><li>Do you want your customers to be more engaged? </li></ul></ul><ul><ul><li>Blog Centric. </li></ul></ul><ul><li>T echnology </li></ul><ul><ul><li>Decide which technologies to use. </li></ul></ul><ul><ul><li>Once you know your people, objectives, and strategy, then you can decide with confidence which technology to use. </li></ul></ul><ul><li>Ref. Groundswell </li></ul>
  15. 15. The Phases of Social Media: <ul><li>Listen. </li></ul><ul><li>Engage. </li></ul><ul><li>Respond. </li></ul><ul><li>Persuade. </li></ul><ul><li>Measure. </li></ul>
  16. 16. Phases of Social Media
  17. 17. The Phases of Social Media: <ul><li>Listen. </li></ul><ul><ul><li>Use social media for research and to better understand your customers and competition. </li></ul></ul><ul><ul><li>Why Listen? People are talking and they are using the social web - blogs, social networks, wikis, forums, and video - as their mouthpiece. </li></ul></ul><ul><ul><li>What are we listening for? </li></ul></ul><ul><ul><ul><li>Customers/Constiuents and Prospects. Need! </li></ul></ul></ul><ul><ul><ul><li>Our Brand. Compliments/Complaints. </li></ul></ul></ul><ul><ul><ul><li>Competitors. Strategies and Customer Views. </li></ul></ul></ul><ul><ul><ul><li>Our Company/Organization name or personal name. </li></ul></ul></ul><ul><ul><ul><li>Key Industry Terms and Experts. </li></ul></ul></ul><ul><ul><li>How to Listen? </li></ul></ul>
  18. 18. The Phases of Social Media: <ul><li>Engage. </li></ul><ul><ul><ul><li>Using social media to spread messages about your company or organization. Build a following with customers/constituents. Cultivate relationships. </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul>
  19. 19. Final Phases Respond, Persuade, Measure. <ul><li>Respond </li></ul><ul><ul><li>Respond to both negative and positive discussion. Energize word of mouth. </li></ul></ul><ul><ul><li>Positive discussions should be used as testimonials and pushed across your network. </li></ul></ul><ul><ul><li>Negative mentions, have a plan on how to address. Take offline. Remember your network will support. </li></ul></ul><ul><li>Persuade </li></ul><ul><ul><li>Influence customers/constituents by providing value and engaging them with your products/services/message. </li></ul></ul><ul><ul><li>Building relationships with customers by gaining their insight in product or service development to win over. </li></ul></ul><ul><li>Measure -Track and Monitor. </li></ul>
  20. 20. Social Media for Local Government <ul><li>Social Media provides new and promising ways for governments to communicate the value they provide their constituents. </li></ul><ul><li>It offers cities/towns a way to create additional value by providing more targeted, useful, information and opportunities for additional discussion. </li></ul><ul><li>Ref. Fels Social Media for Local Government </li></ul>
  21. 21. Why Local Governments adopt Social Media <ul><li>Inexpensive channel for PR. </li></ul><ul><li>Direct line of communication with constituents. Instantly. </li></ul><ul><li>Increase Accountability. </li></ul><ul><li>Promote Transparency </li></ul><ul><li>Encourage Participation. Crowd Sourcing. </li></ul><ul><li>Reach younger audiences. </li></ul><ul><li>Extend reach to people who might not get their news from more traditional sources. </li></ul><ul><li>Budget cuts recently for traditional methods of marketing and advertising. </li></ul>
  22. 22. Why Local Government has not adopted social media <ul><li>Scepticism about its usefulness. </li></ul><ul><li>Hassle of management. </li></ul><ul><li>Legal concerns. </li></ul><ul><li>Workload – creating content takes time. </li></ul><ul><li>Security and productivity concerns. </li></ul><ul><li>Potential for political embarrassment . </li></ul><ul><li>Will your efforts degenerate into negative complaints and criticisms or will they encourage positive citizen engagement? </li></ul>
  23. 23. What are Local Government using social media for: <ul><li>Reach new younger audiences with events and contests – Facebook. </li></ul><ul><li>Announcing community events – Twitter. </li></ul><ul><li>Live coverage of Council meetings – Twitter. </li></ul><ul><li>Share current issues, news and hot topics – Blogs. </li></ul><ul><li>Public forum to facilitate discussions, feedback – Twitter and Facebook. </li></ul><ul><li>Recruitment - LinkedIn </li></ul><ul><li>Updates on public projects – Twitter. </li></ul><ul><li>Broadcast events and ceremonies - You Tube </li></ul>
  24. 24. How to use Social Media for Local Government <ul><li>Keep it Social. </li></ul><ul><li>Post regularly. </li></ul><ul><li>Be open, honest, transparent. </li></ul><ul><li>Know the tools. Don’t overwhelm. </li></ul><ul><li>Find creative ways to communicate and interact with your audience. </li></ul><ul><li>The best approach, posting relevant content, facilitating conversation in a productive manner and being proactive in addressing conflict situations. </li></ul>
  25. 25. Steps to Implementing Social Media <ul><li>Create Strategy – P.O.S.T. </li></ul><ul><li>Create Policy. Guidelines. </li></ul><ul><li>Consult legal council </li></ul><ul><li>Interdepartmental Workgroups to meet around issues and strategies. </li></ul><ul><li>Implement. Consider a pilot as proof of concept. </li></ul><ul><li>Monitor, Monitor, Monitor. </li></ul><ul><li>Continually build on successful strategies. </li></ul>
  26. 26. Promoting Social media to the community <ul><li>Integrate your social media presence with existing outlets. Websites, print publications. </li></ul><ul><li>Press Coverage. </li></ul><ul><li>Main Website - local governments should publish a centralized list of channels available to residents and visitors: audio, video, RSS, Twitter, Facebook and blogs. </li></ul><ul><li>Cross Promotion. </li></ul><ul><li>Existing newsletters and (e)mailings distribution of electronic newsletters, saving paper and increasing audience. </li></ul><ul><li>Be innovative and creative: </li></ul><ul><li>- Advertise Twitter account on signage for major capital works projects. Residents whose communities, for example, are affected by major road reconstruction can get regular updates on each projects progress. </li></ul>
  27. 27. Open Discussion <ul><li>Social Media Strategy (POST): </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><ul><li>What is your ideal constituent profile? </li></ul></ul></ul><ul><ul><ul><li>Who are we targeting with our message? </li></ul></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><ul><li>What are your goals? To inform and educate? </li></ul></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><ul><li>How do you want the relationship with your constituents to change? </li></ul></ul></ul><ul><ul><ul><li>Do you want them to become or enaged with your organization? </li></ul></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><ul><li>What tools should you use? </li></ul></ul></ul>
  28. 28. Conclusion <ul><li>Have a Strategy – People, Objective, Strategy, and Technology. </li></ul><ul><li>Phases: Listen, Engage, Respond, Persuade, Measure. </li></ul><ul><li>Do your homework: Start listening, read Groundswell. </li></ul><ul><li>Social Media is fun, So have fun! </li></ul>
  29. 29. Q & A
  30. 30. <ul><li>Richard Bolton </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>