Leading Social Media Strategy
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Image : James Cridland
Norman Chorn • Geoff McDonald • Andrew O’Brien • Jennie VickersSocial Media Strategy Clinic
#egovtnz
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How often do you use Social Media?
Never Weekly Daily Always
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Any Questions?
?Clarify Explore
?
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Why Social Media? Part 1
Social Media Strategy Clinic
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Poll : The Most Successful Social Media Campaign Ever?
➊ Carpenter➋ Politician➌ Rockstar➍ Nobody
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Using Social Media to Become a World Leader
Meet BarryNot John, Not Julia
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What challenges are you facing to get things done?
In VotingVoting In
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Five Key Challenges
➊ Fresh Policy
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Five Key Challenges
➋ Watch the Dials
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Five Key Challenges
➌ Test the Temperature
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Five Key Challenges
➍ Know What We Know
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Five Key Challenges
➎ Easy Service
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Five Key Challenges
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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
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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
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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
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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
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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
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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
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We Mislead You!
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Transition! Using the new to do the work of the old
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One-Way : Television, Newsapers, Presentations, Government?
Tell!Tell!
Tell!
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Do you drive differently down a two-way street?
Can we?Yes, and...
Ok, let’s...
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Blurring the Edge
Inside
Outside
Inside
Outside
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?Any Clarifying Questions?
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New Tools, New ThinkingPart 2
Social Media Strategy Clinic
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General Results You Want From All New Tools
➊ Effectiveness ➋ Productivity ➌ Efficiency➍ Service➎ Talent
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Three Seeds of Social Media
Connect
Content
Collaborate
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Three Seeds of Social Media
Connect
Content
Collaborate
Social Networking
Content Marketing
Crowdsourcing
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Content and Content Marketing
Connect
Content
Collaborate
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What is Content Marketing? Publishing To Attract
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Types of Online Content
PhotosTweet
Status Update
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Types of Online Content
White Paper
Blog Post
Video
AudioPhotos
Ebooks
Webinar
Slideshows
Report
Tweet
Status Update
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Content Marketing Case Study : Book Rapper
Book
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Content Marketing Case Study : Book Rapper
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The Content Marketing Shift : From Consumption to Creation
The Content Generation
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Connect and Social Networking
Connect
Content
Collaborate
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What is Social Networking? Meeting People Online
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Examples of Social Networking : Online Meeting Places
FacebookLinkedInTwitterYouTubePinterestNingYammerForums
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Connection Case Study : Article Writing
What skills & concepts should be covered in a good induction
program for young lawyers?
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Collaboration Case Study : Article Writing
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Crowdsourcing - Collaboration - Case Study : Article Writing
NZ Lawyer Magazine, Feb 20, 2012
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The Social Networking Shift : From Demographics to Interests
Young People Kayak Fishing
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Collaborate and Crowdsourcing
Connect
Content
Collaborate
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What is Crowdsourcing? People working together
Representative Democracy
Participatory Democracy
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Examples of Collaboration and Crowdsourcing
ElectionsBetting OddsStockmarketBest SellerScience
WikipediaFlash MobsGoogle PageRankFirefoxThreadless
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The Crowdsourcing Shift : From Experts to Everybody
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Collaboration Case Study : Student Volunteer Army
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?Any Clarifying Questions?
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Programs, Projects, PlatformsPart 3
Social Media Strategy Clinic
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Social Media Architecture
Challenges Outcome
Platforms
Projects
Programs
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Sydney TAP : Challenges, Program, Projects, Platforms
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Five Key Challenges
MonitorDeliver
LearnImplement
Develop
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?Any Clarifying Questions?
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What’s Your Next Step?Part 4
Social Media Strategy Clinic
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Define The Focus of Your Key Challenge
MonitorDeliver
LearnImplement
Develop
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Create the Program = Solution to the Problem
‣Create Content
‣Develop Connections
‣Build Collaboration
Project Project Project
Program
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Decide on the Platform = The Technology You’ll Use
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?Open Questions?
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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
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Image : James Cridland
www.NormanChorn.comSocial Media Strategy Clinic