What are the seeds of social media strategy? How do you lead it for competitive advantage? Our presentation outlines the essential elements and describes the

1. Image : James Cridland
Norman Chorn • Geoff McDonald • Andrew O’Brien • Jennie Vickers
Social Media Strategy Clinic
#egovtnz

2. How often do you use Social Media?
Never Weekly Daily Always

3. Any Questions?
?Clarify Explore
?

4. Why Social Media?
Part 1
Social Media Strategy Clinic

5. Poll : The Most Successful Social Media Campaign Ever?
➊ Carpenter
➋ Politician
➌ Rockstar
➍ Nobody

6. Using Social Media to Become a World Leader
Meet Barry
Not John, Not Julia

7. What challenges are you facing to get things done?
In VotingVoting In

8. Five Key Challenges
➊ Fresh Policy

9. Five Key Challenges
➋ Watch the Dials

10. Five Key Challenges
➌ Test the Temperature

11. Five Key Challenges
➍ Know What We Know

12. Five Key Challenges
➎ Easy Service

13. Five Key Challenges

14. Social Media Survey Results
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
Percent
Response
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

15. 9 of 72
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
Percent
Response
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

16. 15. What is the Number One measure of success for your online activity and social
media activities?
Response
Percent
Response
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

17. 17. Which of the following online activities does your agency use? (Select all that apply)
Response
Percent
Response
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

18. 15 of 72
18. How do you rate your agency's use of the following activities? (This is about your agency view)
Unsure
Not
used
Poor
Limited
Success
Satisfactory Successful
Very
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

19. 18 of 72
20. In the next 12 months how does your agency intend to use the following activities?
Unsure
No
use
Discontinue
Reduce
use
Commence
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

20. We Mislead You!

21. Transition! Using the new to do the work of the old

22. One-Way : Television, Newsapers, Presentations, Government?
Tell!
Tell!
Tell!

23. Do you drive differently down a two-way street?
Can we?
Yes, and...
Ok, let’s...

24. Blurring the Edge
Inside
Outside
Inside
Outside

25. ?
Any Clarifying Questions?

26. New Tools, New Thinking
Part 2
Social Media Strategy Clinic

27. General Results You Want From All New Tools
➊ Effectiveness
➋ Productivity
➌ Efficiency
➍ Service
➎ Talent

28. Three Seeds of Social Media
Connect
Content
Collaborate

29. Three Seeds of Social Media
Connect
Content
Collaborate
Social
Networking
Content
Marketing
Crowdsourcing

30. Content and Content Marketing
Connect
Content
Collaborate

31. What is Content Marketing? Publishing To Attract

32. Types of Online Content
PhotosTweet
Status
Update

33. Types of Online Content
White Paper
Blog Post
Video
Audio
Photos
Ebooks
Webinar
Slideshows
Report
Tweet
Status
Update

34. Content Marketing Case Study : Book Rapper
Book

35. Content Marketing Case Study : Book Rapper

36. The Content Marketing Shift : From Consumption to Creation
The Content
Generation

37. Connect and Social Networking
Connect
Content
Collaborate

38. What is Social Networking? Meeting People Online

39. Examples of Social Networking : Online Meeting Places
Facebook
LinkedIn
Twitter
YouTube
Pinterest
Ning
Yammer
Forums

40. Connection Case Study : Article Writing
What skills & concepts should
be covered in a good induction
program for young lawyers?

41. Collaboration Case Study : Article Writing

42. Crowdsourcing - Collaboration - Case Study : Article Writing
NZ Lawyer Magazine, Feb 20, 2012

43. The Social Networking Shift : From Demographics to Interests
Young People Kayak Fishing

44. Collaborate and Crowdsourcing
Connect
Content
Collaborate

45. What is Crowdsourcing? People working together
Representative
Democracy
Participatory
Democracy

46. Examples of Collaboration and Crowdsourcing
Elections
Betting Odds
Stockmarket
Best Seller
Science
Wikipedia
Flash Mobs
Google PageRank
Firefox
Threadless

47. The Crowdsourcing Shift : From Experts to Everybody

48. Collaboration Case Study : Student Volunteer Army

49. ?
Any Clarifying Questions?

50. Programs, Projects, Platforms
Part 3
Social Media Strategy Clinic

51. Social Media Architecture
Challenges Outcome
Platforms
Projects
Programs

52. Sydney TAP : Challenges, Program, Projects, Platforms

53. Five Key Challenges
Monitor
Deliver
Learn
Implement
Develop

54. ?
Any Clarifying Questions?

55. What’s Your Next Step?
Part 4
Social Media Strategy Clinic

56. Define The Focus of Your Key Challenge
Monitor
Deliver
Learn
Implement
Develop

57. Create the Program = Solution to the Problem
‣Create Content
‣Develop Connections
‣Build Collaboration
Project Project Project
Program

58. Decide on the Platform = The Technology You’ll Use

59. ?
Open Questions?

60. 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 Key
15 March 2012

61. Image : James Cridland
www.NormanChorn.com
Social Media Strategy Clinic