1. LISTEN. MONITOR. ENGAGE.
USING SOCIAL MEDIA IN PUBLIC SERVICE

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Presenters
Tolu Onile-Ere (MD): Tolu has over 15 years integrated experience gained in top
agencies in London across a range of renowned blue chip clients and
brands, including Shell, Procter & Gamble, HR Owen & Adobe. He has also
worked on leading brands in Nigeria including Nokia & Glo.
Tolu‟s expertise is varied, but his real strengths lie as a digital evangelist, and
as an advocate of thought leadership. Throughout his career, he has been
heavily involved in a range of pioneering digital projects, which has given him a
real passion for this future technology.
Mola Kalejaiye (Online PR & Knowledge Management): Mola Kalejaiye
started her career at Storm Media and Entertainment Group, before going on
to work as a Public Relations Officer for the Nigerian Communications
Commission. She has also worked as part of the online team for the ' Light Up
Nigeria' Campaign as well as the ' What About Us' first ever youth led
Presidential Debate.
Mola was featured on BBC Africa to discuss the impact of social media on the
Presidential Elections.
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About The Playhouse
The Playhouse is a digital agency.
We believe that successful brands need to create communications
that engage. And we believe that digital - whether mobile or
internet, be it a game, an app, a website or just a banner -
offers a cost effective platform for creating and maintaining
this dialogue.
We don‟t do technology for technology‟s sake. So at the core of
all we do is “The Idea” - The Idea that inspires and connects a
brand with its audience so that they willingly give their time.
So that they invite the brand into their space and enter into a
conversation.
Let‟s face it, that‟s where every brand wants to be – talking with
their customers rather than at them.
That is our objective!
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Mission Statement
To deliver highly creative and impactful marketing
communications that help our clients better reach and
engage with their audience.
To be an agency renowned for a great working
environment, outstanding client service and excellent
value for money for both our clients and our
stakeholders.
To be the leading digital agency in Africa.
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The Playhouse offering
Whether it‟s on mobile or the internet, whether it‟s a game, an app, a social
media campaign, a website or just a banner, we can deliver it.
We offer:
› Digital advertising
› Strategy & planning
› Creative
› Development & programming
› Social Media development & management
› Research
› Media planning & buying
› Innovation
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Client List
Here are some of the companies and brands we have
worked with:
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Thought pieces
We also produce a series of reports, essays and case studies
on all things digital. Here are some of them:
Overview of the Nigerian Introduction to Mobile Money Introduction to Google+
Digital Landscape
Top Nigerian Brands on Social Media MTN social media campaign (Part 1) Introduction to Social Media
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Contact Us
Contact: Tolu Onile-Ere
Managing Director
2 Abieyuwa Amadasun str, Off Oduduwa
Way,
Ikeja GRA, Lagos, Nigeria
Tel: +2347038430258
E-mail: toluo@playhousecomm.com
Web: www.playhousecomm.com
Facebook:
www.facebook.com/playhousecomm
Twitter:
www.twitter.com/playhousecomm
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THE FLOW
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Agenda
› Definition of „Public Service‟
› Power to the People
› Listen. Monitor. Engage – Why
› Listen. Monitor. Engage - How
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Definition
Serving the people
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15. #HoyEsBankia

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#HoyEsBankia
› 100% Twitter driven crisis
› Eviction of a father of 8
› Bankia – one of the Banks who received public funds in a hidden rescue
operation
› „#HoyEsBankia‟ created at 11pm 10th Jan 2011
› Three main influencers
–@FotogrAccion- 4,200 followers, @DRYMadrid - 6,150, @Torrejon15M - 830
@PAH_Madrid – 2600
› 8 tweets between 8 and 9am, but they produce 50 retweets. In the next
hour, there are 38 new tweets containing the HT and these create
another 249 RT
› 2 hours after the HT is launched, it is the top trending topic in Spain!
› Bankia suspended the eviction!
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http://www.youtube.com/watch?v=vGNIUNtCF48
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LISTEN. MONITOR. ENGAGE.
WHY
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"Social media is a unique component of the
consumer decision journey: it‟s the only form
of marketing that can touch consumers at each
and every stage, from when they‟re pondering
brands and products right through the period
after a purchase, as their experience
influences the brands they prefer and their
potential advocacy influences others."
'Demystifying social media' by Roxane Divol, David
Edelman, and Hugo Sarrazin for McKinsey Quarterly
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If you think this is „social media‟, think again
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This is „social media‟
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Online Reputation Management
Playhouse definition:
› The process of monitoring the online universe to listen to
what is being said about your brand/product, so you can
identify the negatives and the positives and assess the
level of „impact‟. Then, where relevant, engage in the
conversation to „accentuate the positive and eliminate
the negative‟.
Listen Monitor Engage
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HOW SMART ARE YOU?
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"Aoccdrnig to a rscheearch at
Cmabrigde Uinervtisy, it deosn't mttaer
in waht oredr the ltteers in a wrod
are, the olny iprmoatnt tihng is taht
the frist and lsat ltteers be at the rghit
pclae. The rset can be a toatl mses and
you can sitll raed it wouthit porbelm.
Tihs is bcuseae the huamn mnid deos
not raed ervey lteter by istlef, but the
wrod as a wlohe."
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What’s that got to do it the topic?
› No study was done at Cambridge University.
› The e-mail was originally sent around without mentioning
Cambridge; it got added after the Times of London
interviewed a Cambridge neuropsychologist for
comment.
› It is actually from a letter written in 1999 by Graham
Rawlinson, a specialist in child development and
educational psychology, to New Scientist magazine in
response to an article written about the effects of
reversing short chucks of speech.
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THE GERBER CASE STUDY
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The Start
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The story
› In July 2011 the Nestlé company recalled one batch of
baby food made and sold only in France because a
consumer in that country reported finding glass in a jar
of Nestlé P’tit Pot Recette Banana.
› Incident was only in France and was found to just be one
jar.
› Yet in 2012, new adaptions of the story keep appearing.
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THE LAGBUS CASE STUDY
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The Start
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Who carried it
› @NigeriaNewsdesk
› Lindaikeji.blogspot.com
› Jon Gambrell - chief correspondent in Nigeria for The
Associated Press
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What were people saying
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What Jon Gambrell had to say
› Jon Gamprell,
20,077 followers on
twitter, the chief
correspondent in
Nigeria for The
Associated Press,
also tweeted: An
@AP team just twice
traveled the length
of Lagos' Third
Mainland Bridge.
There is no crashed
bus in the Lagos
Lagoon
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FRSC denial
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Tweet reach
› Tweet- : Operators of both the BRT and LAGBUS bus services in Lagos have
denied that a vehicle in their fleets was involved in any
› Reach- 18,324
› Source- @NigeriaNewsdesk
› Tweet - No bus plunged into Lagos Lagoon - LAGBUS, BRT
› Reach- 35,907
› Source- @MobilePunch
› Tweet - Fully loaded BRT bus falls off 3rd mainland bridge into the Lagoon
› Reach - 61,093
› Source - @ng_dailynews (Nigeria daily news)
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The aftermath
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LISTEN. MONITOR. ENGAGE.
HOW
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Key Considerations for running an
ORM programme
› What resources are needed and available?
–Manpower & technology.
Listen
› Who needs to be involved?
–Which internal stakeholders from which departments?
› What processes are in place for reputation management?
–How do you identify a problem?
Monitor
› Is there a crisis management policy/process?
› What are the social media guidelines?
–What are the engagement guidelines?
Engage
› What are the objectives of the programme?
–Measures of success
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How Organisations can/should
leverage Social Media
Playhouse Social Media Interaction Flow
LISTEN
Engage the customers with your brand so
Monitor your relationship with your audience.
Listen to what people towards youryou into
they enter sentiment are saying about your
What‟s the into conversation & let brand.
organisation, youraproducts keeping them
their space, with view to &
What‟s coming on the horizon?services, your
competitors and the them into advocates.
loyal & even turning industry as a whole.
ENGAGE
MONITOR
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ORM Tools
› The „Listening platform‟ landscape is vast with different
options available depending on focus and also on budget.
› Some of the leading Enterprise level providers, according to
the “Forrester Wave™: Enterprise Listening Platforms, Q2
2012” are:
–Attensity, Converseon, Lithium Technologies, Networked
Insights, NM Incite, Radian6, SDL, Synthesio, Visible
Technologies.
› Some of the others are:
–Brandseye, Saidwot, Trackur, BuzzLogic, Sysomos, UberVu &
Google Alerts.
› And some of the „free‟ ones
–Forsocial media monitoring & engagement, we also have
experience of Hootsuite, Sprout Social & TweetDeck.
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Influencers
„Nigeria‟ in general „Nigeria‟ as a topic
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Influencers
KLOUT
INFLUENCES TWITTER FACEBOOK BLOG NOTES
SCORE
Influence is from reach to the general public & note that
NIGERIA it is also followed by Tomi Oladipo (BBC correspondent)
79 110,000 350,191 345,000
NEWSDESK & Jon Gambrell (Chief Correspondent in Nigeria for the
Associated Press)
He is currently the only person that Nigeria Newsdesk
EDIONG 69 63,000 56,702 x www.ediong.blogspot.com
follows. Also, his reach is quite wide.
On Twitter, his followers include Tomi Oladipo (BBC
correspondent), Jon Gambrell (chief correspondent in
TOLU Nigeria for The Associated Press), Xan Rice (West Africa
73 18,000 29,645 285 / 4971 www.toluogunlesi.com
OGUNLESI correspondent of the Financial Times), Reno Omokri
(Special Asst. to the Nigerian President on New Media) &
Tim Cocks (Reuters Chief Correspondent, Nigeria).
JAPHETH Blog ranks no 414 in Nigeria. His influence is down to his
71 62,000 52,255 80 / 3,112 www.omojuwa.com
OMOJUWA reach.
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Other influencers
KLOUT
DAILY JOURNALIST FACEBOOK TWITTER SCORE
DAILY TRUST Kayode Ogunwale O O O
Chris Agabi P P 10
KLOUT Sunday Williams P P O
DAILY JOURNALIST FACEBOOK TWITTER SCORE Kayode Ekundayo O O O
VANGUARD Peter Egwatu P O O BUSINESS
Franklin Alli O O O DAY Ifeanyi Nwachukwu O O O
Micheal Eboh P O O Daniel Obi O O O
Rosemary Onuoha O P O Olusola Richards O O O
Omoh Gabriel O O O John Omachonu O O O
GUARDIAN Femi Adekoya O O O Modestus Anaesoronye O O O
Bukky Olajide O O O Kelechi Mgboji O O O
THISDAY Obinna Chima P O O Issac Anumihe O O O
Yemi Akinsuye O O O Adewale Sanyaolu O O O
Emma Okonji P O O Omodele Adigun O O O
Goddy Egene P P 10 Amechi Ogbonna O O O
PUNCH Ademola Alawiye P O O LEADERSHIP Nkem Osuagwu O O O
Layi Adeloye O O O Grace Azubike O O O
Okechukwu Onuba O O O Midat Joseph O O O
Chukwudi Akasike P P O Abiodun Oluwarotimi O O O
Udeme Ekwere O O O Issac Amure O O O
Nike Popoola O O O Chima Akwaja P P O
Blessing Anaro O O O
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http://www.youtube.com/watch?v=InrOvEE2v38
#smwlagpub

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Contact Us
Contact: Tolu Onile-Ere
Managing Director
2 Abieyuwa Amadasun str, Off Oduduwa
Way,
Ikeja GRA, Lagos, Nigeria
Tel: +2347038430258
E-mail: toluo@playhousecomm.com
Web: www.playhousecomm.com
Facebook:
www.facebook.com/playhousecomm
Twitter:
www.twitter.com/playhousecomm
#smwlagpub