Uploaded bySjef Kerkhofs
Workshop Summer Academy
The document outlines a summer academy program focused on social media training for local and regional governments and businesses held in Groningen in May 2013. It includes a detailed schedule of sessions covering social media strategy, phasing, case study assignments, and evaluations with a focus on engagement and participation. The document emphasizes the importance of effective social media strategies, user engagement metrics, and participation models within the context of government and business interactions.
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Workshop Summer Academy
- 2. Summer Academy forSocial MediaTrainers in Local & Regional governments and businesses Groningen, May 2013
- 3. Otto Thors Sociale MediaStrategist @weGovernment
- 4. Sjef Kerkhofs Co-Owner andstrategist @DailyDialogues
- 5. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next steps & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
- 6. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next steps & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
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- 9. What do youexpect from today?
- 10. What do youwant to learn today?
- 11. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next steps & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
- 12. What is asocial media strategy and do you have one?
- 13. Who needs aSocial Media Strategy anyway?
- 14. What are wetalkin’ about?
- 16. AGE? •16% Facebook >55 •53% Facebook uses mobile •35-54 largest group! SOME NUMBERS: •51% follow brands/pages •50% talks about organizations •58% wants to get discount/promotions •57% wants info/invites about events •58% wants information •80% want to co-create (feedback) •Average 1.9 networks in EU •Less than10% negative comments!
- 17. SOCIAL NETWORKS (1)Facebook (2)Google+ (3)Twitter (4)Vkontakte (5)Linkedin TIME EVERYLOGIN •37 mins on Facebook •23 mins on Twitter •> 60% daily login Facebook (Vkoktakte highest) EU TOP SOCIAL (1)Russia (2)Poland (3)UK (4)Netherlands (5)Italy (6)Spain (7)France (8)Germany
- 20. Dialogue on owned media Reachout on external platforms Co-create on external platforms Publishing on owned media closed open closed open Media Content weGovernment model on Perspectives
- 21. Dialogue on owned media Reachout on external platforms Co-create on external platforms Publishing on owned media closed open closed open Media Content weGovernment model on Perspectives editor relation marketeer conductor
- 22. Dialogue on owned media Reachout on external platforms Co-create on external platforms Publishing on owned media closed open closed open Media Content weGovernment model on Perspectives editor relation marketeer conductor Engagement • Target group • Reach • Branding Information • Message driven • Reliability • Accountability Participation • Result driven • Short term • Projects Interaction •Relation driven •Real Time •Dynamic
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- 26. 1: Null Calibration •History • No webcare • EU or Specialised? • Analyse
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- 31. 6: Channels (useresearch)
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- 34. 9: Management &Measuring
- 35. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next steps & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
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- 37. Social Media Phasing 1.Campaign 2. Content 3. Conversation & Care 4. Conversion
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- 41. Social Media Phasing 1.Campaign 2. Content 3. Conversation & Care 4. Conversion
- 42. 1. Consult 2.Review 3. Select 4. Classify 5. Edit 6. Publish 7. Distribute 8. Monitor 9. Respond Content Strategy
- 43. Officials Newspapers Internal Sources Externalsources 1. Consult Councilors Communications Officers Magazines Websites e-Newsletters Tweets, Posts, Blogs Text Messages Articles
- 44. Internal Sources Externalsources 2. Review Text Messages Articles Contents Quality Criteria Style framework Topic Elements
- 45. 3. Select Paper WebsiteNews letter Social media up-to-date - + + ++ impact + + ++ + accountability + ++ + - depth ++ + - - Text Messages Articles
- 46. 1. Consult 2.Review 3. Select 4. Classify 5. Edit 6. Publish 7. Distribute 8. Monitor 9. Respond Content Strategy
- 47. 4. Classify Text MessagesArticles Contents Topics 5 - 7 themes Press Release / Facts News / Articles / Blog Contest / Quiz / Question
- 48. 5. Edit spelling style grid TitleHeaders Subtitle Streamers Tag Figures & Pictures Intro Caption Text Sidebar
- 49. 6. Publish Paper WebsiteNews letter Social media Month ++ + + -- Week - ++ ++ + Day - + - ++ Hour - - - + coherent planning
- 50. 1. Consult 2.Review 3. Select 4. Classify 5. Edit 6. Publish 7. Distribute 8. Monitor 9. Respond Content Strategy
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- 52. 8. Monitor Website Papers e-Newsletter Social Media conversion Editions& Surveys Web Analytics Influence & Engagement
- 53. 9. Respond Website Social Media answer refer resolve FAQ’s Contentmanagement multichanneling phone e-mail face2face reply
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- 55. Social Media Phasing 1.Campaign 2. Content 3. Conversation & Care 4. Conversion
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- 60. Social Media Phasing 1.Campaign 2. Content 3. Conversation & Care 4. Conversion
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- 62. Engagement Any action auser takes on your brand’s profile • This conversion helps spread awareness to a user’s entire personal network about your brand • Any engagement is helpful, its just important to remember some is weighted more heavily than others
- 63. Transactions Promote the useof public services • Link on social media to website • App on social media Invite people to subscribe • To get involved • To attend meetings
- 64. Lead generation Collect usefullinformation about your followers • Mail addresses • User names • Social media profiles • Group subscribers
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- 66. Traffic As long asall your e-services and info is on your website, let’s make sure people know where to find it & how to use it. - Push & Pull strategy - Seduce rather then persuade - Death by hyperlink - How-to-video’s
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- 68. Inform Consult Advise Co-produce Co-decide Bron: Edelenbos enMunnikhof Classic Participation ladder
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- 71. ALMOST LUNCH!! But first…..postyour case on Yammer!
- 72. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 Coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next steps & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
- 80. Government 1.0 Citizens Authority Monopoly Controlled Centralised Loyalty Enclosed Formal Process driven Views Dictate Government2.0 People Motivation Attention Driven Decentralised Relations Open Informal Result driven Ideas Interaction 1.0 2.0 Transition
- 81. Assignment Casestudy Goal What arewe going to do? Importance Why would you want to do that? Peergroup Who is involved? Instruments What social media can we use? Measure What indicators are we measuring? Succes What is our target?
- 82. FORM GROUPS with peoplethat have the same kind of case
- 83. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next steps & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
- 84. Program 09.00 – 09.30Introduction 09.30 - 10.30 Social Media Strategy 10.30 – 10.45 Coffeebreak 10.45 – 12.30 Social Media Phasing 12.30 – 13.30 Lunch 13.30 – 15.00 Assignment: Casestudy 15.00 – 15.15 coffeebreak 15.15 – 17.15 Pitch & Feedback 17.15 – 18.00 Next step & Evaluation 18.00 – 19.00 Coolling down 19.00 Dinner at Mr. Mofongo
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