Good Governance Through Modern Communications

8/8/2019 Good Governance Through Modern Communications

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January 2010

Dr. Gurprit S. KindraUniversity of [email protected]

Good Governance ThroughCommunications and Social

Media

Agenda for Today Introductions

Who am I?

Why are we here?

Marketing today

How communications fits into marketing?

Social media as an important tool of communication

How social media fits in with the mission of IGS and

also create organizational awareness and legitimacy

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Marketing: the Ultimate

Challenge Trivia

What covers approx. 80% ofthe Earth?

What costs more per gallonthan gasoline?

What flourishing industry hassales greater than $4 billionper year?

Why do people drink water?

Is water a commodity?

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Communication

Followup Service

WarrantyDelivery

What Do People Buy

Packaging

FeaturesQuality

Brand Name

Core Benefitor Service

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Realities of Today

Information Clutter

New business models

Citizen activism and global dialogue

Competing through: Knowledge and dialogue

Windows everywhere: Internet based life andwork

Globalization and instant communications:social media

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Developing Relations with Target

Markets is Critical

Forming strong bonds:

Conducting Dialogue..real time feedbackconsultations, integrated communications,and market research.

Creating Knowledge; e.g.?

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StrategicMarketing

Program Level Marketing

Branding

andPositioning

Setting

Objectivesand Goals

Strategiesand Portfolio

Analysis

Defining theMission

Organizational Marketing

The Big Picture

Program LevelMarketing

Program

Marketing andFunctional

Strategies

Elements of a Program Level

Marketing Plan

TargetMarket

MarketingMix

Time RelatedDetails and Control

Procedures

Marketing Strategy

OtherMarketing

Plans

MarketingPlan

MarketingProgram


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Elements of Marketing Mix arechanging.

Product/ServiceContent, Context, Infrastructure, Branding

PricePerceived Value, Dynamic, Auctionsgovts. too!

CommunicationsDialogue, Buzz Marketing, Co-Promotion, Social

Media

DistributionNetworks, Alliances, Partnerships

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Six Steps to marketing planning

Your Vision, Mission, and Objectives

Environmental analysis

Identifying and understanding your targetgroup(s)

Positioning and branding

Promote and dialogue (communication)

Market research and program control.

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Microsofts Vision

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To put a computer on a desktop inevery home. (1980).

To empower people with greatsoftware anywhere, onany device, (1995).

To help people and businesses throughoutthe world to fully realizetheir potential (2009).


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Institute of GovernanceStudies: Vision and Mission

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Mission: To identify, promote, and support anaccountable, equitable, effective,transparent, and citizen friendlygovernment in BangladeshandSouth Asia.

Vision: Bringing Values to public life.

Organizational Positioning andBranding

What is positioning how we want to be seen bystakeholders in terms of what we do and whatour image represents

What is country branding an active campaignto establish an awareness of the country, itsname, its desired positioning and image, and to

create positive affect for the country

Common Country Positions

a) Trustworthy (reliable and honest)b) Popular (well-known, good reputation)c) Humanitarian (responsible, cares about people)d) Militaristic (powerful, gets things done)e) Innovative (new ideas, creative)f) Traditional (positive heritage)g) Practical (efficient, does not waste)

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Positioning Map

Luxury

Un-cool Cool

Economy

Ferrari F430 Rolls Royce Phantom

Hyundai Accent

Honda Accord

Toyota CamryFord Fusion

Mazda3

Mercedes S Class

Cadillac CTS

BMW 3 Series

Honda Civic

Lexus GS 300

BMW 7 Series

Honda Fit

Hyundai Azera

Toyota Yaris

= Ideal Brand

Concept

Smart car

CIDAs Portfolio Analysis

High

Medium

Medium

Low

Low

High

Recipient Country Attractiveness

CanadasS

trengths

CanadasStrengths1. Private sector2. Specialization3. Political

priorities4. Donor

partnerships5. IFI requests6. Impact on local

business7. Technology

Position8. Strengths/

Weaknesses9. Image10.Pollution control11.People

RCAttractiveness1. Impact assessment2. Likely to benefit?3. Sustainability4. Impact on private

sector5. Technical Role6. Social impact7. Environment impact8. Political impact

= No Growth

= Borderline

= Growth

Afghanistan

Bangladesh

SBU 3:CHINA?

SBU 4Romania

Promotion and Communications(ie. Dialogue)

TRADITIONAL

Public Relations

Publicity

Sales promotion

Advertising

Personal selling

NON-TRADITIONAL

Telemarketing/faxes

Product placements

Buzz, viral, connected

Phone messaging

Infomercials

Social Media and the

internet


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The Internet: web 1.0(Information and

Communication)

Knowledgeand

Dialogue

Post 2004, Web 2.0:

Participation and Dialogue


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So whats social media?

Social media is media designed to bedisseminated through social interaction, createdusing highly accessible and scalable publishingtechniques. Social media uses Internet and web-based technologies to transform broadcast mediamonologues (one to many) into social mediadialogues (many to many). It supports thedemocratization of knowledge and information,transforming people from content consumers intocontent producers.

Sharing Your Message ThroughSocial Networks


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Blogger - FREE

A Blog is a Journal.

Blogging tells a story.

Allowing comments is optional.

Commenting promotes trust andcommunicates openness.

Blogs can contain photos or videos.

Blogs can include links to FB orother sites.

Readers feel involved, connected

Facebook - FREE

Facebook is a Social Network

Post your status

Business pages have fans, not friends

Share your photos or videos

Send direct messages

Notify fans about events or meetings Comment on anything

Facebook.com -IGS

Twitter - FREE

Twitter is a Micro-blog

140 character limit

Sign up and follow posters

Post tweets about anything

Include links to other information

Send / receive via web or mobile device

Twitter.com/IGS


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YouTube - FREE

YouTube provides a video channel

Videos limited to 10 min. / 1GB

Record with digital camera

Embed in a website or FB

Your message unfiltered

Internet is a visual medium. Use it.

YouTube.com/IGS

Flikr - FREE

Flikr is a photo sharing site

Upload digital photos

Create sets of related photos

Tag photos with peoples names orevent details

Produce slideshows

Share via email or website embed

Find others photos and stock photos

Flikr.com/IGS

Scribd - FREE

Scribd is a document sharing site

You upload (publish) documents

Reading formats: scroll, book, slideshow

Viewers comment, download, rate, print

Readers share via FB, Twitter, email orwebsite embed

Supported formats: pdf, ppt, doc, xls

Detailed stats

Scribd.com/IGS


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UStream.tv - FREE

UStream.tv streams live video

Live, interactive broadcast platform

High quality allows graphic overlays,polls, invited co-hosts

Viewers can personally interact withwhomever is broadcasting

Broadcast to viewer AND viewer toviewer interaction

UStream.tv/IGS

RSS Feeds - FREE

An RSS Feed is asubscription.

When new information is added to a page,it is sent to subscribers instantly.

Subscribers dont have to keep visiting awebsite to get information.

Subscribers decide what information theywant to receive.

Subscribers decide where they wantinformation delivered.

You know your information is being read.

This is the new way of the world


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Why Bother?Its HugeIts TrustedIt Moulds PerceptionIts Not Going AwayIts People Power

Its Huge

Its Huge

83% have watched movies online

65,000 will beAdded today!

336,635,443people use iteach day!!


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Its Huge

73% of active online users have read a blog45% have started their own blog

1.6 million posts a day;18 posts/second!

Its Huge

Its Huge

57%joined a social network


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Its Huge

53% uploaded a photo

Source: Universal McCann Comparative Study on Social Media Trends,April2008

Its Huge

2 BillionGoogleSearcheseach day!!

Its Trusted

78%

OF PEOPLE TRUST THERECOMMENDATIONS OFOTHER CITIZENS


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Its Trusted..

It Moulds Perceptions....

Source: Universal McCann Comparative Study on Social Media Trends,April2008

32%OF PEOPLETRUSTBLOGGERSOPINIONS ONPRODUCTS ANDSERVICES

Its not going away..

Rs. 500 laptop?

In an attempt to bridge the "digital divide"in the country between rich and poor, thegovernment will show off the prototype,low-cost laptop as the centrepiece of anambitious e-learning programmeGuardian.co.UK: Monday 2 February2009 )


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Its not going away

Its not going away

http://tweetminster.co.uk/

Its not going away


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Its People Power

www.senatoronline.org.au

Social Media is the Key

Tool for Attaining the Mission

And Bringing the Governed close to

Government.

And ...

For bringing IGS to the forefront ofStakeholder Awareness andLegitimacy...

Mission of IGS: Open and TransparentGovernment...

Is Social Media a Fad? Social Media Revolution

Perry Belcher on Social Media

Social Media and Social development: Panel Discussion

Astrid Kohl on Social Media andDevelopment..Director, International Institute ofJournalism...good governance through socialmedia


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Top Tools for research Go To Web 2.0 (go2web20.net)

Google Insights (Google.com/insights/search/#) Facebook Lexicon (Facebook.com/lexicon)

Mashable..Social media guide (mashable.com)

Twitter Search (Twitter.com)

Twitalyzer (Twitalyzer.com)

Tweet Deck (Tweetdeck.com)

Twit Scoop (Twitscoop.com)+

We Follow (wefollow.com)

Google Reader (Google.com/reader)

Good Governance Through Modern Communications

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