listen. monitor. engage. using social media in public service

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Presentation given by Playhouse Communication Ltd as part of Social Media Week, Lagos on 18th Feb 2013. It outlines how social media has given people a voice, why companies need to listen, monitor & engage and gives pointers on how they can do it.



2. 2#smwlagpub 3. 3 PresentersTolu Onile-Ere (MD): Tolu has over 15 years integrated experience gained in topagencies in London across a range of renowned blue chip clients andbrands, including Shell, Procter & Gamble, HR Owen & Adobe. He has alsoworked on leading brands in Nigeria including Nokia & Glo.Tolus expertise is varied, but his real strengths lie as a digital evangelist, andas an advocate of thought leadership. Throughout his career, he has beenheavily involved in a range of pioneering digital projects, which has given him areal passion for this future technology.Mola Kalejaiye (Online PR & Knowledge Management): Mola Kalejaiyestarted her career at Storm Media and Entertainment Group, before going onto work as a Public Relations Officer for the Nigerian CommunicationsCommission. She has also worked as part of the online team for theLight UpNigeria Campaign as well as theWhat About Us first ever youth ledPresidential Debate.Mola was featured on BBC Africa to discuss the impact of social media on thePresidential Elections.#smwlagpub 4. 4 About The Playhouse The Playhouse is a digital agency. We believe that successful brands need to create communications that engage. And we believe that digital - whether mobile or internet, be it a game, an app, a website or just a banner - offers a cost effective platform for creating and maintaining this dialogue. We dont do technology for technologys sake. So at the core of all we do is The Idea - The Idea that inspires and connects a brand with its audience so that they willingly give their time. So that they invite the brand into their space and enter into a conversation. Lets face it, thats where every brand wants to be talking withtheir customers rather than at them. That is our objective!#smwlagpub 5. 5 Mission Statement To deliver highly creative and impactful marketing communications that help our clients better reach and engage with their audience. To be an agency renowned for a great working environment, outstanding client service and excellent value for money for both our clients and our stakeholders. To be the leading digital agency in Africa.#smwlagpub 6. 6 The Playhouse offering Whether its on mobile or the internet, whether its a game, an app, a social media campaign, a website or just a banner, we can deliver it. We offer: Digital advertising Strategy & planning Creative Development & programming Social Media development & management Research Media planning & buying Innovation#smwlagpub 7. 7 Client List Here are some of the companies and brands we have worked with:#smwlagpub 8. 8Thought piecesWe also produce a series of reports, essays and case studieson all things digital. Here are some of them: Overview of the Nigerian Introduction to Mobile MoneyIntroduction to Google+Digital LandscapeTop Nigerian Brands on Social Media MTN social media campaign (Part 1) Introduction to Social Media#smwlagpub 9. 9 Contact UsContact: Tolu Onile-Ere Managing Director2 Abieyuwa Amadasun str, Off Oduduwa Way,Ikeja GRA, Lagos, NigeriaTel: +2347038430258E-mail: Web: www.playhousecomm.comFacebook: 10. 10 THE FLOW#smwlagpub 11. 11 Agenda Definition of Public Service Power to the People Listen. Monitor. Engage Why Listen. Monitor. Engage - How#smwlagpub 12. 12 Definition Serving the people#smwlagpub 13. 13#smwlagpub 14. 14#smwlagpub 15. #HoyEsBankia 16. 16 #HoyEsBankia 100% Twitter driven crisis Eviction of a father of 8 Bankia one of the Banks who received public funds in a hidden rescueoperation #HoyEsBankia created at 11pm 10th Jan 2011 Three main influencers @FotogrAccion- 4,200 followers, @DRYMadrid - 6,150, @Torrejon15M - 830@PAH_Madrid 2600 8 tweets between 8 and 9am, but they produce 50 retweets. In the nexthour, there are 38 new tweets containing the HT and these createanother 249 RT 2 hours after the HT is launched, it is the top trending topic in Spain! Bankia suspended the eviction!#smwlagpub 17. 17 18. 18 LISTEN. MONITOR. ENGAGE. WHY#smwlagpub 19. 19 "Social media is a unique component of the consumer decision journey: its the only form of marketing that can touch consumers at each and every stage, from when theyre pondering brands and products right through the period after a purchase, as their experience influences the brands they prefer and their potential advocacy influences others." Demystifying social media by Roxane Divol, David Edelman, and Hugo Sarrazin for McKinsey Quarterly#smwlagpub 20. 20If you think this is social media, think again#smwlagpub 21. 21This is social media#smwlagpub 22. 22 Online Reputation ManagementPlayhouse definition: The process of monitoring the online universe to listen towhat is being said about your brand/product, so you canidentify the negatives and the positives and assess thelevel of impact. Then, where relevant, engage in theconversation to accentuate the positive and eliminatethe negative. Listen Monitor Engage#smwlagpub 23. 23 HOW SMART ARE YOU?#smwlagpub 24. 24 "Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosnt mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteers be at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe."#smwlagpub 25. 25 Whats that got to do it the topic? No study was done at Cambridge University. The e-mail was originally sent around without mentioning Cambridge; it got added after the Times of London interviewed a Cambridge neuropsychologist for comment. It is actually from a letter written in 1999 by Graham Rawlinson, a specialist in child development and educational psychology, to New Scientist magazine in response to an article written about the effects of reversing short chucks of speech.#smwlagpub 26. 26 THE GERBER CASE STUDY#smwlagpub 27. 27 The Start#smwlagpub 28. 28 The story In July 2011 the Nestl company recalled one batch of baby food made and sold only in France because a consumer in that country reported finding glass in a jar of Nestl Ptit Pot Recette Banana. Incident was only in France and was found to just be one jar. Yet in 2012, new adaptions of the story keep appearing.#smwlagpub 29. 29 THE LAGBUS CASE STUDY#smwlagpub 30. 30 The Start#smwlagpub 31. 31 Who carried it @NigeriaNewsdesk Jon Gambrell - chief correspondent in Nigeria for The Associated Press#smwlagpub 32. 32 What were people saying#smwlagpub 33. 33 What Jon Gambrell had to say Jon Gamprell,20,077 followers ontwitter, the chiefcorrespondent inNigeria for TheAssociated Press,also tweeted: An@AP team just twicetraveled the lengthof Lagos ThirdMainland Bridge.There is no crashedbus in the LagosLagoon#smwlagpub 34. 34 FRSC denial#smwlagpub 35. 35Tweet reach Tweet- : Operators of both the BRT and LAGBUS bus services in Lagos have denied that a vehicle in their fleets was involved in any Reach- 18,324 Source- @NigeriaNewsdesk Tweet - No bus plunged into Lagos Lagoon - LAGBUS, BRT Reach- 35,907 Source- @MobilePunch Tweet - Fully loaded BRT bus falls off 3rd mainland bridge into the Lagoon Reach - 61,093 Source - @ng_dailynews (Nigeria daily news)#smwlagpub 36. 36 The aftermath#smwlagpub 37. 37 LISTEN. MONITOR. ENGAGE. HOW#smwlagpub 38. 38 Key Considerations for running an ORM programme What resources are needed and available? Manpower& technology.Listen Who needs to be involved? Which internal stakeholders from which departments? What processes are in place for reputation management? How do you identify a problem?Monitor Is there a crisis management policy/process? What are the social media guidelines? What are the engagement guidelines?Engage What are the objectives of the programme? Measures of success#smwlagpub 39. 39 How Organisations can/should leverage Social MediaPlayhouse Social Media Interaction Flow LISTEN Engage the customers with your brand so Monitor your relationship with your audience. Listen to what people towards youryou into they enter sentiment are saying about your Whats the into conversation & let brand. organisation, youraproducts keeping them their space, with view to & Whats coming on the horizon?services, your competitors and the them into advocates. loyal & even turning industry as a whole. ENGAGEMONITOR#smwlagpub 40. 40 ORM Tools The Listening platform landscape is vast with different options available depending on focus and also on budget. Some of the leading Enterprise level providers, according to the Forrester Wave: Enterprise Listening Platforms, Q2 2012 are:Attensity, Converseon, Lithium Technologies, Networked Insights, NM Incite, Radian6, SDL, Synthesio, Visible Technologies. Some of the others are:Brandseye, Saidwot, Trackur, BuzzLogic, Sysomos, UberVu & Google Alerts. And some of the free onesForsocial media monitoring & engagement, we also have experience of Hootsuite, Sprout Social & TweetDeck.#smwlagpub 41. 41 Influencers Nigeria in general Nigeria as a topic#smwlagpub 42. 42Influencers KLOUT INFLUENCES TWITTER FACEBOOK BLOGNOTES SCORE Influence is from reach to the general public & note thatNIGERIAit is also followed by Tomi Oladipo (BBC correspondent)79110,000 350,191345,000NEWSDESK & Jon Gambrell (Chief Correspondent in Nigeria for the Associated Press) He is currently the only person that Nigeria NewsdeskEDIONG69 63,000 56, follows. Also, his reach is quite wide. On Twitter, his followers include Tomi Oladipo (BBC correspondent), Jon Gambrell (chief correspondent inTOLU Nigeria for The Associated Press), Xan Rice (West Africa73 18,000 29,645285 / 4971 www.toluogunlesi.comOGUNLESI correspondent of


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