leading social media strategy
DESCRIPTION
What are the seeds of social media strategy? How do you lead it for competitive advantage? Our presentation outlines the essential elements and describes theTRANSCRIPT
Image : James Cridland
Norman Chorn • Geoff McDonald • Andrew O’Brien • Jennie VickersSocial Media Strategy Clinic
#egovtnz
How often do you use Social Media?
Never Weekly Daily Always
Any Questions?
?Clarify Explore
?
Why Social Media? Part 1
Social Media Strategy Clinic
Poll : The Most Successful Social Media Campaign Ever?
➊ Carpenter➋ Politician➌ Rockstar➍ Nobody
Using Social Media to Become a World Leader
Meet BarryNot John, Not Julia
What challenges are you facing to get things done?
In VotingVoting In
Five Key Challenges
➊ Fresh Policy
Five Key Challenges
➋ Watch the Dials
Five Key Challenges
➌ Test the Temperature
Five Key Challenges
➍ Know What We Know
Five Key Challenges
➎ Easy Service
Five Key Challenges
Social Media Survey Results
4 of 72
4. Which of the following online and social media channels do you use outside of your professional life (I.e. in your private life) (Select all that apply)
Response
PercentResponse
Count
Facebook. 58.8% 10
Twitter. 17.6% 3
LinkedIn. 70.6% 12
Youtube. 52.9% 9
Bloggs. 23.5% 4
Podcasts. 52.9% 9
Websites. 76.5% 13
Google plus. 23.5% 4
Online video other than Youtube. 17.6% 3
Webinars. 17.6% 3
Whitepapers. 11.8% 2
Other (please specify)
11.8% 2
answered question 17
skipped question 0
9 of 72
11. What is your annual budget (NZD)?
Response
PercentResponse
Count
0 to $5m. 0.0% 0
$5m to $20m. 17.6% 3
$20m to $50m. 5.9% 1
$50m to $100m. 11.8% 2
$100m to $200m. 0.0% 0
$200m to $500m. 17.6% 3
$500m plus. 23.5% 4
Unaware of budget dimensions or prefer not to answer.
23.5% 4
answered question 17
skipped question 0
12. How would you describe your agency's approach to business planning?
Response
PercentResponse
Count
We do not maintain a business plan.
0.0% 0
Our business plan is updated each year and guides the operation of the agency.
87.5% 14
Our business plan is updated every two or three years.
6.3% 1
Our business plan is updated infrequently.
0.0% 0
Unsure. 6.3% 1
answered question 16
skipped question 1
Social Media Survey Results
12 of 72
15. What is the Number One measure of success for your online activity and social media activities?
Response
PercentResponse
Count
Newsletter Subscribers. 0.0% 0
Online sales. 0.0% 0
Webform inquiries (Client requests via a webform).
6.3% 1
Email inquiries. 6.3% 1
Phone inquiries. 6.3% 1
Complimentary report / Ebook downloads.
6.3% 1
Online Community Members. 0.0% 0
Team member recruits. 0.0% 0
Blog Subscribers. 0.0% 0
We have not identified a measure of success.
50.0% 8
We have no online activity or social media activities.
0.0% 0
Other (please specify)
25.0% 4
answered question 16
skipped question 1
Social Media Survey Results
14 of 72
17. Which of the following online activities does your agency use? (Select all that apply)
Response
PercentResponse
Count
Private client area on website (or membership site).
45.5% 5
Youtube. 36.4% 4
Online video. 36.4% 4
Email newsletter and communication.
81.8% 9
Search engine optimization. 45.5% 5
Webinars. 9.1% 1
Whitepapers. 9.1% 1
Ebooks. 0.0% 0
Pay per click advertising. 0.0% 0
Banner Ads. 0.0% 0
Web analytics. 45.5% 5
Usability testing. 36.4% 4
Other (please specify)
9.1% 1
answered question 11
skipped question 6
Social Media Survey Results
15 of 72
18. How do you rate your agency's use of the following activities? (This is about your agency view)
UnsureNot
usedPoor
Limited Success
Satisfactory SuccessfulVery
Successful
Website.18.2%
(2)0.0% (0)
0.0% (0)
18.2% (2) 36.4% (4) 27.3% (3) 0.0% (0)
Blog. 50.0% (4)
50.0% (4)
0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Private client area on website (or membership site).
30.0% (3)
30.0% (3)
10.0% (1)
0.0% (0) 20.0% (2) 10.0% (1) 0.0% (0)
Linkedin. 40.0% (4)
40.0% (4)
20.0% (2)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Twitter.11.1%
(1)44.4%
(4)44.4%
(4)0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Facebook.18.2%
(2)36.4%
(4)36.4%
(4)0.0% (0) 0.0% (0) 9.1% (1) 0.0% (0)
Youtube.22.2%
(2)33.3%
(3)22.2%
(2)11.1%
(1)11.1% (1) 0.0% (0) 0.0% (0)
Online video. 50.0% (5)
30.0% (3)
0.0% (0)
20.0% (2)
0.0% (0) 0.0% (0) 0.0% (0)
Email newsletter / communication.10.0%
(1)10.0%
(1)10.0%
(1)20.0%
(2) 30.0% (3) 20.0% (2) 0.0% (0)
Search engine optimisation. 62.5% (5)
12.5% (1)
0.0% (0)
12.5% (1)
12.5% (1) 0.0% (0) 0.0% (0)
Webinars.42.9%
(3)57.1%
(4)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Whitepapers.28.6%
(2)71.4%
(5)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Ebooks.14.3%
(1)85.7%
(6)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Pay per click advertising.14.3%
(1)85.7%
(6)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Banner advertising.28.6%
(2)71.4%
(5)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0)
Web analytics. 40.0% (4)
10.0% (1)
20.0% (2)
0.0% (0) 10.0% (1) 10.0% (1) 10.0% (1)
Social Media Survey Results
18 of 72
20. In the next 12 months how does your agency intend to use the following activities?
UnsureNo use
DiscontinueReduce
useCommence
Maintain at
current level
Increase
Website.20.0%
(2)0.0% (0)
0.0% (0)0.0% (0)
0.0% (0)20.0%
(2)60.0%
(6)
Blog. 50.0% (5)
30.0% (3)
0.0% (0)0.0% (0)
10.0% (1)10.0%
(1)0.0% (0)
Private client area on website (or membership site).
50.0% (5)
20.0% (2)
0.0% (0)0.0% (0)
0.0% (0)10.0%
(1)20.0%
(2)
LinkedIn. 70.0% (7)
20.0% (2)
0.0% (0)0.0% (0)
10.0% (1) 0.0% (0) 0.0% (0)
Twitter. 66.7% (6)
11.1% (1)
0.0% (0)0.0% (0)
11.1% (1)11.1%
(1)0.0% (0)
Facebook. 80.0% (8)
0.0% (0)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0)20.0%
(2)
Youtube. 66.7% (6)
22.2% (2)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0)11.1%
(1)
Online video. 60.0% (6)
20.0% (2)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0)20.0%
(2)
Email newsletter / communication. 40.0% (4)
0.0% (0)
0.0% (0)0.0% (0)
0.0% (0)20.0%
(2)40.0%
(4)
Search engine optimization. 66.7% (6)
11.1% (1)
0.0% (0)0.0% (0)
0.0% (0)22.2%
(2)0.0% (0)
Webinars. 77.8% (7)
22.2% (2)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0)
Whitepapers. 50.0% (4)
37.5% (3)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0)12.5%
(1)
Ebooks. 50.0% (4)
50.0% (4)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0)
Pay per click advertising. 50.0% (4)
50.0% (4)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0)
Banner advertising. 50.0% (4)
50.0% (4)
0.0% (0)0.0% (0)
0.0% (0) 0.0% (0) 0.0% (0)
Web analytics. 60.0% (6)
10.0% (1)
0.0% (0)0.0% (0)
0.0% (0)20.0%
(2)10.0%
(1)
Social Media Survey Results
We Mislead You!
Transition! Using the new to do the work of the old
One-Way : Television, Newsapers, Presentations, Government?
Tell!Tell!
Tell!
Do you drive differently down a two-way street?
Can we?Yes, and...
Ok, let’s...
Blurring the Edge
Inside
Outside
Inside
Outside
?Any Clarifying Questions?
New Tools, New ThinkingPart 2
Social Media Strategy Clinic
General Results You Want From All New Tools
➊ Effectiveness ➋ Productivity ➌ Efficiency➍ Service➎ Talent
Three Seeds of Social Media
Connect
Content
Collaborate
Three Seeds of Social Media
Connect
Content
Collaborate
Social Networking
Content Marketing
Crowdsourcing
Content and Content Marketing
Connect
Content
Collaborate
What is Content Marketing? Publishing To Attract
Types of Online Content
PhotosTweet
Status Update
Types of Online Content
White Paper
Blog Post
Video
AudioPhotos
Ebooks
Webinar
Slideshows
Report
Tweet
Status Update
Content Marketing Case Study : Book Rapper
Book
Content Marketing Case Study : Book Rapper
The Content Marketing Shift : From Consumption to Creation
The Content Generation
Connect and Social Networking
Connect
Content
Collaborate
What is Social Networking? Meeting People Online
Examples of Social Networking : Online Meeting Places
FacebookLinkedInTwitterYouTubePinterestNingYammerForums
Connection Case Study : Article Writing
What skills & concepts should be covered in a good induction
program for young lawyers?
Collaboration Case Study : Article Writing
Crowdsourcing - Collaboration - Case Study : Article Writing
NZ Lawyer Magazine, Feb 20, 2012
The Social Networking Shift : From Demographics to Interests
Young People Kayak Fishing
Collaborate and Crowdsourcing
Connect
Content
Collaborate
What is Crowdsourcing? People working together
Representative Democracy
Participatory Democracy
Examples of Collaboration and Crowdsourcing
ElectionsBetting OddsStockmarketBest SellerScience
WikipediaFlash MobsGoogle PageRankFirefoxThreadless
The Crowdsourcing Shift : From Experts to Everybody
Collaboration Case Study : Student Volunteer Army
?Any Clarifying Questions?
Programs, Projects, PlatformsPart 3
Social Media Strategy Clinic
Social Media Architecture
Challenges Outcome
Platforms
Projects
Programs
Sydney TAP : Challenges, Program, Projects, Platforms
Five Key Challenges
MonitorDeliver
LearnImplement
Develop
?Any Clarifying Questions?
What’s Your Next Step?Part 4
Social Media Strategy Clinic
Define The Focus of Your Key Challenge
MonitorDeliver
LearnImplement
Develop
Create the Program = Solution to the Problem
‣Create Content
‣Develop Connections
‣Build Collaboration
Project Project Project
Program
Decide on the Platform = The Technology You’ll Use
?Open Questions?
Problem or Solution?
“We live in a world of social media, online sales, internet banking and apps for almost everything...
But the advances we see in the private sector - have not been picked up well by the public sector.”
John Key15 March 2012
Image : James Cridland
www.NormanChorn.comSocial Media Strategy Clinic