building your social media infrastructure
DESCRIPTION
My presentation from the OPC IT Web Xchange event on 18 SeptemberTRANSCRIPT
Building your social media infrastructure
Craig ThomlerManaging Director
Delib Australia & New ZealandSeptember 2012
Who am I?
What is Delib?
Why have a social media presence?
Australia’s social media experience
Use internet: 98%
Use social media:
• 62% of Australians
• 73% of Commonwealth agencies
• 72% of Commonwealth politicians
63 reasons off the top of my head…To: advertise to your audience, amplify your communications, attract good staff, break down silos, build awareness of conversations already underway, build awareness of services, build community resilience, build staff experience ahead of more advanced technologies, build sustainable ongoing audiences, build personal connections, build relevance, build website traffic, challenge the community to help solve problems, collaborate with colleagues across agencies and jurisdictions, collaborate with colleagues in your agency, consult your audience, convene supporters, correct misinformation, deliver emergency information, employ agile policy development methodologies, empower the community with information, engage stakeholders, find best practice overseas, find good staff, find good vendors, get a heads-up on what will be in traditional media the next day, identify community influencers, identify fraudulent behaviour, identify opinion leaders, identify unlawful behaviour, improve accountability, increase transparency, listen to your audience, locate experts, locate stakeholders, maintain engagement between campaigns, market research, organise events, promote events, provide consistent answers to questions, provide customer service, provide information in forms other than text, remain effective in a 24/7 media cycle, run competitions, save money, save time, seek fast feedback on policy ideas, share data, share expertise, share information with colleagues across agencies and jurisdictions, share information with colleagues in your agency, share knowledge nationally and globally, share media announcements, source emergency information, streamline processes, support your Minister, target geographically dispersed groups, be approachable and reachable, explain to people what you do, reach an audience who won’t talk to you face-to-face or by phone, reinvent government processes, track audience sentiment, train staff in engagement
63 reasons off the top of my head…To: advertise to your audience, amplify your communications, attract good staff, break down silos, build awareness of conversations already underway, build awareness of services, build community resilience, build staff experience ahead of more advanced technologies, build sustainable ongoing audiences, build personal connections, build relevance, build website traffic, challenge the community to help solve problems, collaborate with colleagues across agencies and jurisdictions, collaborate with colleagues in your agency, consult your audience, convene supporters, correct misinformation, deliver emergency information, employ agile policy development methodologies, empower the community with information, engage stakeholders, find best practice overseas, find good staff, find good vendors, get a heads-up on what will be in traditional media the next day, identify community influencers, identify fraudulent behaviour, identify opinion leaders, identify unlawful behaviour, improve accountability, increase transparency, listen to your audience, locate experts, locate stakeholders, maintain engagement between campaigns, market research, organise events, promote events, provide consistent answers to questions, provide customer service, provide information in forms other than text, remain effective in a 24/7 media cycle, run competitions, save money, save time, seek fast feedback on policy ideas, share data, share expertise, share information with colleagues across agencies and jurisdictions, share information with colleagues in your agency, share knowledge nationally and globally, share media announcements, source emergency information, streamline processes, support your Minister, target geographically dispersed groups, be approachable and reachable, explain to people what you do, reach an audience who won’t talk to you face-to-face or by phone, reinvent government processes, track audience sentiment, train staff in engagement
seek fast feedback on policy ideas
listen to your audience
correct misinformation
challenge the community to help solve problems
attract good staff
identify community influencers
And the key themes
So what is a social media infrastructure?
Infrastructure(noun)
1. The basic framework or underlying foundation (as of an organisation or a system).
2. The roads, railways, schools, and other capital equipment which comprise such an underlying system within a country or region.
3. The buildings or other permanent installations associated with any organisation, operation, etc.
The Macquarie Online Dictionary
Social media infrastructure(noun)
1. The basic framework or underlying foundation under an organisation’s social media presence.
2. The systems, processes and governance which comprise such an underlying system within an organisation.
3. The services or other permanent installations associated with any organisation, operation, etc.
Craig Thomler
Campaign/project practice
Guidance and training
Strategy & framework
Social media policy
Agency instructions and policies
Government policies and guidelines
Legislation and international agreements
Online infrastructure pyramid
Campaign/project practice
Guidance and training
Strategy & framework
Social media policy
Agency instructions and policies
Government policies and guidelines
Legislation and international agreements
Online infrastructure pyramid
Whole of
agency
Branch/Team
Whole of Government
Your website
Engagement hub Monitoring suite
Forums
Outreach activities
Groups Social media publishing
URL shortener
File transfer
Survey
Blogs
Blogs Forum
Idea market
Polls
Groups
Web reporting
Social media monitoring
Archiving
Enabling services
Mapping Apps
EmailSocial media presence
Storage (image, video, docs)Facebook Twitter YouTube
LinkedIn FoursquareYammer
Groups
Forums
Framework
Questions?
