A preliminary case study describing the strategic approach Public Safety Canada undertook before actively engaging on social media channels.

2. what is marketing?

5. a process and set of tools
wrapped in a philosophy for
helping an organization do
what it wants to do.

7. “Social marketing (not
social media marketing) is
the systematic application
of marketing along with
other concepts and
techniques to achieve
specific behavioral goals
for a social good”
–Philip Kotler (1973)

8. social media is…

9. people

10. relationships

11. technology

13. there is too much
focus on the…

16. “A revolution doesn’t happen when society
adopts new tools, it happens when society
adopts new behaviours” – Clay Shirky

17. today’s talk…

18. Strategy
before tactics…

19. overall objectives

21. target audience

22. Parents of school aged
children, living in urban areas,
$60K household income

23. key issues

24. Reach
traditional channels alone
are not fully penetrating
the target audience
Sustainability
traditional channels are
only good for the length of
the campaign

25. desired outcome

26. Improved target market penetration (based on objectives)
Increased online visibility of the “Get Prepared” campaign
Ongoing “conversation” surrounding emergency preparedness in Canada

27. what we did…

28. training

29. 7 hands-on social media
sessions taught over 2
months
social media 101
social media monitoring
collaborative tools
strategic thinking
tactical decision making
finding the influencers
performance measurement

30. listening

31. Gauged existing levels
of conversation on
various channels
blogosphere
microblogs
podcasts
photo sharing sites
video sharing sites
social networks

32. had to set
benchmarks

33. Created a topic profile…
“72 hrs” AND “emergency”
“emergency preparedness”
“emergency kit”
“disaster preparedness”
“Public Safety Canada” AND
“emergency”
“get prepared” AND “emergency”

34. Google Insights

35. Google Insights

36. Technorati Blog Search Graph

37. Twitter Search

38. YouTube Search

39. Flickr Search

40. Podcast Search

41. Facebook Search

42. Facebook Lexicon

43. strategy

44. swot development
Strengths Internal social media knowledge
Management support
Co-op student access
Existing interesting content
Strong partnerships
Existing social marketing strategy
Weaknesses Lack of clear guidelines & policies
Limited human resources
Lack of IT support
Opportunities High social media usage in Canada
Gov 2.0 momentum
Popularity of online video
Popularity of online news
Growing mobile popularity
Partner distribution channels
Threats Lack of partner capacity to help
Criticism
Security/privacy Issues

45. niche targeting

46. targeted influential Canadian mommy bloggers
identified through various top 10 lists
technorati “authority” scores
compete.com traffic rankings
average comments
inbound links
“There are over 36 million “mommy bloggers” of which nearly 50% have
contributed to a cause or political campaign. They are one of the most
politically active groups online. Moms have been calculated to spend
over 2 trillion dollars on products and services in a given year.”

47. measurement

48. measurable social media objectives
increase online discussion and search in Canada surrounding “emergency
preparedness” and “emergency kit” by 200% over benchmark within 3
months

49. tactics

50. chose select few

51. http://www.youtube.com/watch?v=Tx4zelWNygk
Common Craft Video

52. Social Media Press Release

53. Identified influencers
Became part of their community
Sent personalized emails
Sent out free emergency kits
Sent them the SMPR
Mommy Blogger Relations

57. Leveraging Existing Partners

59. preliminary
results

66. Other metrics just coming in….
SMPR listed in 3640 locations
8572 video views on getprepared.ca
1000+ on youtube (english + french)
average website session length has increased (2min  6 min)

67. next steps…

68. market development

69. more engagement

70. some advice…

72. begin by listening

73. start connecting

74. develop a plan
Step 1: Clearly Define the Key Issue(s) and Desired Outcome(s)
Step 2: Gauge Your Existing Web Presence
Step 3: Conduct a SWOT Analysis
Step 4: Determine Your Online Competition
Step 5: Align Your Objectives with the Department’s Objectives
Step 6: Understand Your Target Audience
Step 7: Choose Relevant Social Media Tools
Step 8: Engage The Influencers Separately
Step 9: Measure Performance
Step 10: Ongoing Social Media Monitoring and Engagement

75. work as a team

76. don’t re-invent

77. share!
http://government20bestpractices.pbwiki.com

78. create guidelines

79. start with the LHF

80. don’t be a robot
“Welcome to our
website. It is our mission
to serve you.”

81. be respectful

82. take the plunge

83. the rest will follow…

84. questions?

85. thanks for your time!

86. where to find us…
Mike Kujawski
Phone: 613.731.9851 ext. 12
E-mail: mike.kujawski@publicsectormarketing.ca
Blog: www.mikekujawski.ca
Twitter: mikekujawski
Theresa Woolridge
Phone: 613.946.7055
E-mail: theresa.woolridge@ps-sp.gc.ca
Twitter: twoolridge