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Social Media for Government

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Social Media for Government

  1. 1. Social Media for Councils
  2. 2. Who is Lara Solomon? • Author of Brand New Day – The Highs & Lows of Starting a Small Business www.BrandNewDay.com.au • Chief Rabbit at Social Rabbit www.SocialRabbit.net • Winner of Telstra NSW Micro Business Award 2008 • Fi li t i T l t Y Finalist in Telstra Young B i Businesswoman Award in 2005 and 2008 • Blogger for www.SmartCompany.com.au, www.socialnomics.net, www.flyingsolo.com.au www socialnomics net www flyingsolo com au
  3. 3. • Introductions by you • What social media is • What Aussie’s are up to.... • Facebook • T itt Twitter • YouTube • Li k dI LinkedIn • Blogging • FourSquare • Pinterest • Case Studies • Strategy Time
  4. 4. Let’s Watch a Video
  5. 5. What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based web based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers…… Businesses f t t i t t t d B i also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current p g period in time will be defined as the Attention Age. Source: Wikipedia.com OR…. a way to have a conversation with your audience
  6. 6. What is Social Media?
  7. 7. Australian Internet Use Source: Comcast Australia Online Report 2011
  8. 8. Australian Social Media Use Source: Sensis Social Media Report 2011
  9. 9. Australian Social Media Use Source: Sensis Social Media Report 2011
  10. 10. Australian Social Media Use Source: Sensis Social Media Report 2011
  11. 11. Video: Is social networking worth it
  12. 12. Are you convinced yet? People use the internet to make purchase decisions and recommendations to others
  13. 13. “36% have engaged 36% with government or ith t politicians on a social liti i i l networking site” ki i ” Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  14. 14. Social Media Strategy Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  15. 15. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  16. 16. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  17. 17. Do You Google Your Organisation? O i ti ? Find out what is being said....
  18. 18. ®
  19. 19. Why have a page? To promote your organisation and it s services To promote your organisation and it’s services To increase awareness To reach people globally To increase the number of people you reach To increase the number of people you reach To tell customers about new products/services To get feedback on products/services To create a community for your organisation T t it f i ti To engage your customers To build a relationship with your audience To make your customers feel loved!
  20. 20. Types of Facebook Accounts - Profile
  21. 21. Types of Facebook Accounts - Group
  22. 22. Types of Facebook Accounts - Page
  23. 23. Page updates appear in news feeds of fans
  24. 24. Position yourself as an expert
  25. 25. Promote Events
  26. 26. Grow A Community
  27. 27. Engage with Your Audience
  28. 28. Facebook Ad’s Fans grew from 4,333 to 336,000 due to this ad
  29. 29. Stats on Page Likers
  30. 30. React in real time Started on Feb 3, Fans on Feb 10th = 2322
  31. 31. Facebook Places
  32. 32. ®
  33. 33. Twitter is Growing – 200million people on Twitter globally – Average age on Twitter is 39 Years Old – 2.5 Million Australians are on Twitter
  34. 34. Twitter Usage Source: Mashable.com March 2010 statistics
  35. 35. Twitter Usage Source: Mashable.com March 2010 statistics
  36. 36. Top Tweeters! Source: Twittercounter.com
  37. 37. Customise your page
  38. 38. Search for Cowra Council
  39. 39. Search for #easter within 100 km of Sydney
  40. 40. Drive people to your website Direct to your website y Customer Service
  41. 41. Communicate News
  42. 42. Gov Twit - Directory
  43. 43. Customer Service
  44. 44. Search for Councillors
  45. 45. Government Channels
  46. 46. Wodonga Council YouTube Channel
  47. 47. Viral Potential http://www.youtube.com/watch?v=4-94JhLEiN0
  48. 48. Why YouTube?
  49. 49. Why YouTube?
  50. 50. What is LinkedIn? • Professional social network with 150 million members • 3 m in Australia • Average age of 37 years old • Average income of $108,000 • An online network to build your reputation • A place to find a job • A place to find staff • A place to do research • A place to find answers • A place t promote events l to t t
  51. 51. Search Engine Results
  52. 52. Profile
  53. 53. Networking
  54. 54. Company Profile
  55. 55. Link to your blog
  56. 56. Communicate
  57. 57. Promote yourself as an expert
  58. 58. Research Resource
  59. 59. Polls: Research Resource
  60. 60. Recruitment
  61. 61. Get recommendations
  62. 62. Networking Groups
  63. 63. Promote Events
  64. 64. Blogging
  65. 65. What is a Blog? A blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as ti f t d i ti f t th t i l h graphics or video. Entries are commonly displayed in reverse- chronological order. Blog can also be used as a verb, meaning to maintain or add content to a blog. blog Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability of readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (Art blog), photographs (p (photoblog), videos (video blogging), music (MP3 blog), and audio g), ( gg g), ( g), (podcasting). Microblogging is another type of blogging, featuring very short posts. Source: wikipedia.com
  66. 66. Is Anyone Using Blogs?
  67. 67. Why Visit a Blog? Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
  68. 68. Consumers & Blogs Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
  69. 69. Consumers & Blogs Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
  70. 70. How FourSquare Works… • You create a deal • When people check into your place they can claim the deal Why Use it? • P People h l have t go t your venue to claim it to to t l i • People can recommend your venue to others’ • FourSquare can be linked up to Facebook for users
  71. 71. Pinterest is a virtual Pin board • Organize and share photos and videos you find on the web! • Browse pin boards created by others and find your way through vertical subjects • “Repin” (repost) items on your pin board that you find on others Repin othersʼ • Create groups & contribute to othersʼ groups
  72. 72. How Pinterest Works http://youtu.be/IQlJovBEvew http://youtu be/IQlJovBEvew
  73. 73. You Should know that Social Media is is…. - HARD WORK - PART OF MARKETING - NOT A SILVER BULLET - A WAY TO PROMOTE - SOMETHING THAT TAKES TIME
  74. 74. Case Studies Arizona Office of Tourism Facebook Campaign AOT created a variety of Facebook Ads for different promotions, giveaways, promotions giveaways and local events They ran ads to events. promote their Facebook Page and to specific destinations on their website depending upon the initiative. In each case, they created excitement about the promotion in the ads and followed through with consistent messaging in the landing pages Results • 8 times more clicks to the landing page than paid search efforts • 27% conversion rate for Arizona Visitors Guide requests • 17% conversion for email newsletter opt-in • Overall, 89% of the total online marketing traffic comes to promotions from Facebook Ads http://ads.ak.facebook.com/ads/FacebookAds/AOT_CaseStudy.pdf
  75. 75. Case Studies One of the Entries http://www.youtube.com/watch ?v=xUFm8CJWJ14 Queensland Best Job in The World Using Facebook, Twitter, YouTube, newspaper classifieds and their website to generate the interest. Results • 34 680 j b applications f 34,680 job li ti from 197 countries ti • $390 Million AUD of publicity • Australia tourism down, but Queensland tourism up 20% • 82% increase in resort bookings • 50% of Australia trips now include a Queensland component
  76. 76. Case Studies Victorian Bushfires - Twitter provided accounts of the fires - Prime Minister Kevin Rudd directed followers to donate blood and cash to the Red Cross appeal - T itt had unauthorised scraping of C Twitter h d th i d i f Country Fi t Fire Authority (CFA) updates - Google created a mashup of the CFA fire map - A bushfire housing website was developed to match people in need of emergency accommodation with those willing to offer somewhere to stay
  77. 77. Case Studies Get the community involved in reporting problems, and give them access to the info to provide fixes
  78. 78. Case Studies http://www.youtube.com/watch?v=7-Mq9HAE62Y
  79. 79. Integrating Social Media 1. Add your social media icons to: 1. Your email signature & your team’s 2. Your website – on every page, not just on one 2. Promote other social media links on your social media, eg Twitter on Facebook 3. Promote your social networks in your current marketing 4. Integrate your on and off line marketing 5. Make it easy for people to contact you online 6. Use your online marketing materials offline and vice versa 7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them 8. Make 8 M k it part of your marketing plan t f k ti l 9. Make someone responsible for it 10. U 10 Use it t build relationships to b ild l ti hi
  80. 80. Planning Time
  81. 81. Measurement How will you know it is working?
  82. 82. Which One?
  83. 83. How to Research www.facebook.com/ads/create
  84. 84. How to Research http://twitter.com/#!/search-advanced
  85. 85. How to Research www.google.com/trends www.google.com - blogs
  86. 86. How to Research Other ways….. 1. Ask your audience what they use 2. Do a quick survey 3. See what your competitors are using 4. Forrester chart 4 F t h t http://www.forrester.com/empowered/tool_consumer.html
  87. 87. Which One? 1. Where are your audience? 2. What are your goals? 3. 3 How much time? 4. What else are you doing to promote & market? 5. What do you enjoy?
  88. 88. Set Goals Examples: - Post x times a week - To get a LIKE or comment on each post - T have x tweets retweeted a To h t t t t d week - To contact x people a week & interact with them - To get x visitors to the website - To get players checking for updates - To get x newsletter subscriptions
  89. 89. Watch…. www.google.com/alerts www.socialmention.com
  90. 90. Finally – The Strategy You know: WHAT WHY WHEN HOW
  91. 91. Content VERY IMPORTANT 1. 1 Develop a content calendar 2. Add Value 3. Be Consistent 4. Stick to your purpose 5. Story Tell 6. Be real 7. Be authentic
  92. 92. Integrating Social Media 1. Add your social media icons to: 1. Your email signature & your team’s 2. Your website – on every page, not just on one 2. Promote other social media links on your social media, eg Twitter on Facebook 3. Promote your social networks in your current marketing 4. Integrate your on and off line marketing 5. Make it easy for people to contact you online 6. Use your online marketing materials offline and vice versa 7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them 8. Make 8 M k it part of your marketing plan t f k ti l 9. Make someone responsible for it 10. U 10 Use it t build relationships to b ild l ti hi
  93. 93. Other Resources for Ideas & Tips Websites www.hubspot.com www.mashable.com h bl www.socialmediaexaminer.com www.allfacebook.com Social media management tools www.tweetdeck.com www tweetdeck com www.hootsuite.com www.ping.fm www.sendible.com www sendible com www.postplanner.com www.bufferapp.com
  94. 94. Questions http://au.linkedin.com/in/LaraSolomon h // l k / / l www.Facebook.com/SocialRabbit www.Twitter.com/LaRoo T itt /L R www.YouTube.com/TheSocialRabbit www.SocialRabbit.net

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