Presentation given to federal public servants on Thursday January 19, 2012

1. working lunch seminar series
WE WILL START PROMPTLY AT 12:05
Social Media Strategies
January 19, 2012

2. Your webinar hosts
Joe Peters Ellis Westwood Stephan Telka
Partner/Founder Director of Project Innovation Consultant
2

3. Welcome!
• Session will be muted
To ask questions:
• Use the “raise hand” feature
• Use “chat” feature

4. About Us
1. Public Involvement
2. Employee Engagement
3. Stakeholder/Community Relations
• 20 full time staff and broad associate network
• 200+ initiatives since 2003

5. Our Approach
There is always a Online Social media
value to participation provides new
in-person brings broader opportunities and
engagement. access and scale. channels for
relationships.

6. Introductory Poll
What is your level of experience with
social media?
Select your answer and click “submit”

7. Agenda
1. Look Inside 8. Start Stealing
2. The Big Three 9. Sparks and Elgin
3. Audiences 10. Value Tattoo
4. Everyday Content 11. Locations
5. Hot Issues 12. Gamification
6. Establishing Order 13. Protect Rights
7. Hitting the Air 14. QR Codes

8. Look Inside
• Look at what is happening inside
– Formally
– Informally
– Treasury Board
– gcpedia
• (Primary focus today is on use of social media
externally.)

9. The Big Three
• 1000s of social media apps
• You need to investigate:
– Facebook
– Twitter
– YouTube

10. Audiences
• Parse each of your audiences against the big
three
• Demographics/Organizations
• How do they fit?

11. Facebook Demographics
16,908,320 Canadian users
7%
18%
11%
46%
17%
54% 24%
23%
Male Female 13-19 20-29 30-39 40-49 50-59 60-64

12. Everyday Content
• Now take some everyday content and parse
against the big three.
– Website
– Announcements
– Media Releases
– Video
• May require a rethink of the communications
release process.
• Short term may require unifying link to website

13. Hot Issues
• Now parse your organization’s hottest issues
against the big three
• Now take the negative and positive feedback
and parse against the big three

14. Establishing Order
• Put the top 3 in the order in which they
provide utility/value to your organization
• For each start a list of opportunities and
challenges with each tool.

15. Hitting the Air
• You need to think of a pilot
• What could your org test/experiment with?
• Need a project plan and need to consider the
full sequence of the PM lifecycle.
• Consider the operational resource intensity.

16. Start Stealing
• Leverage work from other departments and
agencies
• Need a terms of use for facebook?
– Start with PHAC.
• Need a plan for YouTube?
– Start with Veteran Affairs
• What to look at apps.gov in the US.

17. Sparks and Elgin
• PCO will want a plan with a clear rationale and
business case

18. Value Tattoo
• Remember one thing, what is the value
proposition of this.
• Be able to articulate why this is important.

19. Locations
• www.OurHealthOurFuture.gc.ca
• http://mashable.com/guidebook/

20. Gamification

21. Protect Rights
• Need a business case and rationale for
internal access for social media
• Values and Ethics

22. Case Study #1: Our Health Our Future

23. Case Study #2: Digital Economy

24. QR Code

25. Questions?
www.ascentum.com
ascentum.eventbrite.com
jpeters@ascentum.com
613.761.7306 x302