1. Welcome
to
the
Na,onal
ICT
Summit
2011.
LoudWhistle
Inc
is
honored
to
be
here
to
share
our
knowledge
about
Social
Media
and
how
we
can
integrate
it
with
eGovernance.
I’d
like
to
start
by
showing
you
our
LoudWhistle
video.
Message
of
the
video
is
intended
to
give
the
audience
a
perspec,ve
of
how
LoudWhistle
can
help
in
project
conceptualiza,on
and
planning.

3. Let
me
start
off
by
sharing
with
you
a
paper
presented
by
Dr.
Katrin
Voltmer,
a
Senior
Lecturer
in
Poli,cal
Communica,on
at
the
Ins,tute
of
Communica,ons
Studies,
University
of
Leeds
in
May
2008
during
a
Harvard-­‐World
Bank
Workshop
on
“The
Role
of
the
News
Media
in
the
Governance
Reform
Agenda”
The
paper
explores
the
no,on
of
accountability
and
how
it
can
be
applied
to
the
rela,onship
between
governments,
ci,zens,
and
the
media
in
transi,onal
democracies.
Voltmer's
argument
is
premised
on
the
claim
that
democra,c
accountability
encompasses
not
only
poli,cal
power
holders
but
also
the
ci,zens
and
the
media
that
link
governments
and
ci,zens.
She
observes
that
the
ability
and
willingness
of
the
ci,zens
to
engage
in
poli,cal
life,
in
addi,on
to
the
quality
of
public
communica,on,
play
an
important
part
in
strengthening
the
link
between
those
in
power
and
the
ci,zenry.
Voltmer
suggests
that
collec,ve
accountability
means
civic
engagement
that
goes
far
beyond
vo,ng:
"if
ci,zens
are
ignorant
about
poli,cal
issues,
do
not
make
an
effort
to
have
a
say,
despise
their
representa,ves,
and
do
not
believe
in
democra,c
values,
then
the
viability
of
that
democracy
might
be
seriously
at
risk
-­‐
even
if
the
ins,tu,ons
are
perfectly
designed."

4. “The quality of public
communication, play an
important part in
strengthening the link
between those in power and
the citizenry. ”

5. Social
Media
can
enable
the
government
to
be
more
transparent,
collabora,ve,
and
par,cipatory.
Why?
Because
Social
Media
is
arguably
the
most
transforma,ve
revolu,on
in
communica,on
since
electricity
enabled
radio
and
TV
broadcasts.

7. Update:
for
the
Darth
Vader
Ford
commercial…
It
has
now
40
million
views.
Probably
most
of
you
have
watched
this,
so
please
let
me
have
the
pleasure
of
sharing
it
with
those
who
have
not.

8. The
Old
Spice
YouTube
video
campaign
launched
just
over
two
years
ago
—
centered
around
the
theme
“The
Man
Your
Man
Could
Smell
Like”
—
and
captured
the
imagina,on
of
the
public.
Case
in
point:
The
ad
has
garnered
33,
471
million
views
to
date
on
YouTube.
Let’s
take
a
look
at
the
video.

9. Let’s
check
out
the
graph.
According
to
Visible
Measures,
“Old
Spice
Responses”
is
one
of
the
fastest-­‐growing
online
video
campaigns
of
all
,me.
The
company
compares
the
endeavor
to
some
of
the
most
popular
viral
videos
to
date
below,
and
how
they’ve
grown
over
the
course
of
24
hours
(to
be
fair,
“Old
Spice
Responses”
had
a
,me
limit
agached,
so
there
was
more
urgency
to
par,cipate
with
this
par,cular
string
of
videos
than
there
was
to
get
in
on).

10. This
also
earned
Old
Spice
a
legion
of
students,
as
it
were
folks
who
cribbed
ideas
from
the
ads
and
applied
them
to
their
own
marke,ng
efforts.
Mashable,
a
social
media
online
news
channel,
chaged
with
a
few
of
these
businesses
who
have
all
enjoyed
success
from
following
the
Old
Spice
model
about
what
aspects
of
the
campaign
worked
for
them.

11. Interact
with
Consumers
Regardless
of
your
poli,cal
affilia,on,
you’ve
probably
no,ced
that
the
White
House
et.
al.
have
been
ramping
up
their
social
media
efforts
of
late,
with
the
likes
of
U.S.
President
Barack
Obama
and
former
White
House
Press
Secretary
Robert
Gibbs
answering
ques,ons
on
YouTube.

12. Call
to
ac,on
way
beyond
call
of
duty.
Leverage
influencers
One
of
the
reasons
why
the
Old
Spice
campaign
went
so
viral
was
that
it
targeted
folks
who
were
influen,al
in
the
online
sphere:
people
who
would
blog
about
it
and
share
the
videos
on
their
own
channels
and
sites
(see:
Perez
Hilton,
Alyssa
Milano,
etc).
Those
people
then
acted
as
brand
advocates
(whether
inten,onally
or
not),
spreading
the
gospel
of
Old
Spice
to
their
followers.
How
does
apply
to
you?
Who
are
your
brand
advocates?
Can
your
leadership
inspire
the
people
to
write
and
promote
your
own
advocacy?

13.
Revitalize
brand
Image
I
think
we
can
all
agree
that
prior
to
“The
Old
Spice
Guy,”
the
brand
mostly
evoked
thoughts
of
dad,
grandpas
and
other
less-­‐than-­‐sexy
rela,ons.
By
changing
the
face
of
Old
Spice
to
a
dude
in
a
towel
(and
therefore
appealing
to
women
as
well
as
men),
the
brand
was
revitalized.
By
revitalizing
your
brand
image,
you
can
build
brand
awareness,
strengthen
industry
credibility,
and
promote
thought
leadership.
As
a
local
government
unit,
what
is
your
brand?
How
would
people
associate
you
with
the
value
you
bring
to
them?
When
we
go
to
your
website,
can
we
find
relevant
and
useful
informa,on
in
your
site?
Are
your
Ci,zen
Service
Responsible
educated
to
the
needs
of
the
people?

14.
Making
your
brand
shareable
Through
your
website
and
online
presence
in
social
media
channels,
you
give
the
people
the
reason
to
endorse
you,
recommend
you,
and
therefore
speak
of
your
leadership.
Everyone
has
an
amazing
story
to
share.
What
about
you,
what’s
your
story?

16. In
fact,
did
you
know
that
It
was
recently
reported
by
comScore
that
the
Philippines
ranked
as
the
top
market
for
Facebook
with
92.9
percent
of
its
online
popula,on
visi,ng
Facebook.com
in
February
2011.
At
present,
the
Philippines
con,nues
to
hold
the
top
spot
for
Facebook
penetra,on
and
also
ranks
highest
in
share
of
,me
spent
on
social
networking
proper,es
across
the
world,
making
it
the
most
social
media-­‐addicted
market
globally.
Of
the
total
,me
spent
online
in
April
2011
by
the
Philippines’
online
audience,
41.3
percent
was
spent
on
social
networking
sites.
Russia
and
Venezuela
followed
closely,
with
a
39.7
percent
and
33.2
percent
share
of
,me
spent
on
social
networking,
respec,vely.
What
does
this
mean?
This
is
good
news
for
businesses
and
the
government.
Your
target
market
is
already
out
there
interac,ng
in
a
highly
saturated
marketplace.
All
you
need
to
do
is
to
harness
this
opportunity
and
reach
out
through
social
media
marke,ng
and
community
management.

23. Ysobel
Hamdjojo
ysobel@loudwhistle.asia
Cer,fied
Google
Anay,cs
Individual,
Prince2
Project
Management
Prac,,oner
MBA,
Marke,ng
Let’s
connect
in
LinkedIn:
hgp://www.linkedin.com/in/ysobel
Let’s
engage
in
Twiger:
hgp://twiger.com/#!/oh_bella
hgp://www.loudwhistle.asia