Why Government Agencies Should Meddle In Social Media - It starts with listening
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Conference presentation Network of Public Sector Communicators October 2012
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Why Government Agencies Should Meddle In Social Media - It starts with listening
- 1. Why Government should meddle in Social Media – it starts with listening THE 2012 Network of Public Sector Communicators Conference Wellington Nicholas O‟Flaherty, Executive Director, Social@Ogilvy
- 2. Listening gives you big ears Understand the needs and sentiment of the community 2
- 3. Listening helps you to Know what the horizon looks like
- 4. Listening makes social media your focus group Insights from social media guide both policy development and implementation 4 4
- 5. Social media insights Relevant conversations aren‟t always taking place where you think they are 5
- 6. Listening helps to identify influencers who have the reach, power, authority to drive the actions of others 6
- 7. Why identify your influencers? Advocates – those individuals who may potentially be supportive > We can then build a strategy for engaging these individuals. Their support can be critical during a crisis situation and they may help drive awareness and preference Detractors – those who disagree with us >We can pinpoint potential arguments and positions likely to be put forward against us 7
- 8. Enhancing democracy in action and driving participation :1,200 #marriageequality Twitter posts with a reach of 800,000, drove additional last minute submissions 5,500 followers 15,000 followers 8
- 9. Reputations Are Built or Broken in Search
- 11. Add a Digital Chapter to Your Crisis Comms Plan
- 12. Insights from social media which can impact on policy development The volume of talk Identify Obstacles key to influen- success cers Opportu- Online Core and nities to engage Conver- new audiences sation Positive Conversa- or tion negative drivers sentiment Which platforms ? 12 12
- 13. Why paid listening tools? If you’re going to listen – do it properly Considerations: • Real time • Dashboard • Comprehensiveness • Consistency over time and platforms • Engagement tracking 13
- 14. Engage earlier SM creates the ability to consult more informally and earlier in the policy development process 14
- 15. Media relations online and offline are connected. One accelerates the other 15
- 16. Integrate social media into your traditional media relations 16
- 17. Transparency, always important – even more so in NZ 17
- 18. In conclusion: Government should „meddle‟ in social media because it enhances its ability to: • Understand the needs of their communities • Collaborate more effectively internally and cross agency • Improve policy development, programme planning and implementation • Consult earlier and more informally • Gauge the sentiment and attitude of the target audience • Identify and engage with key stakeholders and online influencers • Perceive and manage risk • Distribute information more widely via QR codes, Hashtag conversations • Engage with younger and less accessible audiences • Improve service provision • Demonstrate responsiveness and transparency • Communicate with New Zealanders through their preferred channels 18
- 20. Global Team 550+ Social Specialists (over 4000 Digital Specialists) 35 Countries Worldwide Awarded The 2011 Global SABRE for Outstanding Global Digital/Social Consultancy 20
- 21. Clients In New Zealand 21
Editor's Notes
- Your influencers and grassroots communities are not always where you expect them to be.For example in doing research for a financial services company we found that the most detailed and engaged conversations around investment and mortgages took place in gamers’ forums.For another specialising in estate issues rural forums ran hot
- 80% of Internet users start their session at searchOrganic search is sensitive to social media content due to the cross-linkingGoogle delivers “universal search” making multimedia criticalDifficult to dislodge content once it is in search results
- Guidelines posted on the Facebook Page that say the page is moderated.Profanity, spam/repeat posts, unrelated advertising will be removed.Makes it “OK” to remove posts or comments from your Facebook page.Keep a record!
- Most businesses have a crisis communications planDevelop a “Digital” component to that plan that spells outHow to engage digital teamInventory “owned” channelsProtocols for “crisis” monitoringDefine when to respondThe right spokespeopleWorkshop once a year
- LABOUR OR LICENCINGLabour is an opportunity costtimeliness and comprehensiveness are crucial in a crisisA paid tool will save you time, but you still have to do the work – sorry about thatInvest in learning to use the tool and interpret itbut it will present more useable data
- Auckland Council is not currently able to accept a formal submission via social media.
- Online media relations – ensure your media release presents social profiles and shareable content
- Have a stated code of ethicsNever pay for posts, tweets and coverageAlways encourage and expect transparency about your relationship with influencersThis is public, and the media is watching - Apply the ‘front page of the NZ Herald’ test