Georgia Department of Administrative Services

ONLINE OUTREACH STRATEGY

PHASE 1

This plan identifies 10 lines of effort within the “planning” phase of our online outreach strategy.

In it, we:

1.Outline a three-year, six-phase plan of attack ; formulate the first phase

2.Carve out niched utilities for proposed online channels

3.Develop goals and performance metrics for quantifying success

What we’ll cover…What we’ll cover…

Let’s get to work!Let’s get to work!

PLANNINGListen and Learn

Understand how customers use channels

Prioritize goals where social

can have impact

PRESENCEStaking Our Claim

Amplify existing communication

efforts

Encourage sharing

Make contact

ENGAGEMENTDialog Deepens Relationships

Drive business consideration

Provide direct support

Internal employee engagement

FORMALIZEDOrganize for Scale

Divisional self-governance

Disciplined application of standards and SOPs

Meeting strategic business goals

STRATEGICBecome a Social Business

Scale across all business functions

Moves into HR, internal processes

C-level involvement

CONVERGEDBusiness is Social

Social drives innovation,

transformation

Social helps shape business

philosophy and priorities

* Six phases of social media transformation as highlighted by Altimeter

Here’s the blueprint…Here’s the blueprint…

A.Identify agency strategic mission, vision, values and goalsB.Determine pattern of information centralizationC.Determine needs hierarchyD.Set communication priority funnelE.Set phases of the strategy | One and three-year plansF.Define online strategy outlineG.Outline phases of online channel developmentH.Sketch out content workflow, SOPs and style guideI.Set expectations for risk, risk mitigationJ.Provide SOP for measuring success and ROI

PLANNINGListen and Learn

Understand how customers use social channels

Prioritize strategic goals where social can have an impact

Phase 1 | Planning…Phase 1 | Planning…

PLANNINGA.Identify agency strategic mission, vision, values and goals

PLANNINGB. Determine pattern of information centralization

Pattern of information release for DOAS would likely best fit “Dandelion” model – allowing separate divisions to communicate autonomously but with centralized oversight and guidance from communications team

• Extend departmental guidance to ancillary divisions• Educate, train and correct tacticians• Support collaboration among divisions• Coordinate business communications• Continually monitor, update and collaborate• Standardize measurement• Provide centralized oversight of quality• Create department-wide consistent branding• Extend SOPs and centralized strategy to all divisions• Lead channel and methods selection

… like bees returning to the hive.… like bees returning to the hive.

PLANNINGC. Determine needs hierarchy

FUNDAMENTALFUNDAMENTAL

SECURESECURE

FORMULAICFORMULAIC

VALUABLEVALUABLE

DECISIVEDECISIVEPredictive

ROI, Informative, Integrated

Productive, Best-practices, Address Gaps

Workflow, Continuity, Risk assessment, Crisis SOPs

Plan, Policies, Access, Education

You know, just getting our…You know, just getting our…

PLANNINGD. Set communication priority funnel

CHANNEL TACTICSCHANNEL TACTICS

COMMUNICATION GOALSCOMMUNICATION GOALS

DIVISION GOALSDIVISION GOALS

BUSINESS GOALSBUSINESS GOALS

BUSINESS MISSIONBUSINESS MISSION

METRICSMETRICS

START HERE

NOT HERE

PLANNING

E. Set phases of the strategy | One and three-year plans

MARCH – APRIL 2013

MARCH – APRIL 2013

MAY – JUNE 2013MAY – JUNE 2013

JUNE – DEC.2013JUNE – DEC.2013

JAN. – MAY2014JAN. – MAY2014

JUNE – DEC. 2014JUNE – DEC. 2014

JAN. – DEC. 2015

JAN. – DEC. 2015

CAMPAIGN:

MISSION GOALS TACTICS

KPI: IMPACT BUSINESS GROWTH

KPI: INCREASE ENGAGEMENT

KPI: IMPROVE CUSTOMER SATISFACTION

METRIC: # of channelsMETRIC: click-throughsMETRIC: content production

METRIC: % of inbound inquiries responded toMETRIC: avg. response time

METRIC: % of employees engagedMETRIC: trend of internal channel activity

METRIC: # posts to each channelMETRIC: time to distro

METRIC: channel reachMETRIC: # of 3rd party mentions

METRIC: @mentionsMETRIC: Klout ScoreMETRIC: Interactions

WHAT ARE WE GOING TO DO?

WHAT DO WE WANT TO ACCOMPLISH?

HOW WILL WE ACHIEVE OUR GOALS?

To assist our customers by providing leadership, guidance, and reliable valued business services.

{ DOAS Online Outreach }

Efficiently deliver solutions, results, and value to help our customers achieve success.

Foster an environment that drives high levels of employee engagement, productivity, and goal accomplishment.

Build strong customer relationships to increase understanding, trust and collaboration.

Increase online “touch points,” get visible where customers can see us.

Interact with customers in a timely manner.

Provide real-time communication channels for employees.

Designate specific channels for specific types of communication.

Leverage inbound marketing to draw customers and their communities.

Monitor, join and then become topic of relevant public discussion.

Online outreach strategy outline

METRICSWHAT WILL WE MEASURE?

PLANNINGG. Outline phases of online channel development

Strategy:Define which channels will serve which purposes

Organization:Define lines of effort

Production:Produce content and grow reach

Analysis:Measure for success, ROI and KPIs

CHANNELCHANNEL

AUDIENCEAUDIENCE

NICHENICHE

All stakeholders,especially customers

DOAS Employees

Georgia State Employees

DOAS Employees and CustomersAll stakeholders

“Inherently interested”

Former, current and future DOAS employees

Sticky, Static, Formal, External

Sticky, Static, Formal, Internal

Blog, Editorial, News

Dynamic, Real-time, Rich, Informal, InternalDynamic, Real-time, Rich, Informal, External

“Streams of Interest / Conversation”

DOAS HR

DOAS.GA.GOV | Hub of Public InformationDOAS.GA.GOV | Hub of Public Information

Team Georgia | DOAS Blog, Editorial and NewsTeam Georgia | DOAS Blog, Editorial and News

IES | DOAS Bulletin BoardIES | DOAS Bulletin Board

Yammer | Internal Social NetworkingYammer | Internal Social Networking

Facebook | Fan PageFacebook | Fan Page

Twitter | Joining Relevant Public ConversationTwitter | Joining Relevant Public Conversation

LinkedIn | DOAS Professional NetworkingLinkedIn | DOAS Professional Networking

“A place for everything, and everything in its place”

PLANNINGH. Sketch out content workflow, SOPs and style guide

Analysis and Reporting

Content Strategy

Distribution of Content Across Channels

Engagement

Amplification

Content Integration

Departmental Communications Workflow

Shifting thebottle neckShifting thebottle neck

PLANNINGI. Set expectations for risk, risk mitigation

Top 12 Causes of Social Media “Crises” 2001-2011:1.Exposure to Poor Experience2.Poor Influencer Relations3.Violation of Ethical Guidelines4.Rogue Employees5.Inappropriate Content6.Astroturfing (i.e. Message-Hijacking)7.Violation of Legal Guidelines8.Community Censorship9.Hacking10.Lack of Fact Checking11.Failure to Respond Quickly12.Inappropriate Online Response

Low Risk Log (Risk) High Risk

Fre

qu

ency

Area of Reasonable Concern

“If you prepare everywhere, you will be prepared nowhere.”

– Sun Tzu

“Our responsibilities do not end with anticipating risk. We are expected to take actions to reduce and mitigate risk. Among the many ways to mitigate risk, some of the most effective include having a sound strategy and a ready force with reliable partners. A solvent strategy keeps our ends, ways, and means in balance. It guards against ambitions that exceed abilities.”

-- General Martin E. Dempsey

“Our responsibilities do not end with anticipating risk. We are expected to take actions to reduce and mitigate risk. Among the many ways to mitigate risk, some of the most effective include having a sound strategy and a ready force with reliable partners. A solvent strategy keeps our ends, ways, and means in balance. It guards against ambitions that exceed abilities.”

-- General Martin E. Dempsey

PLANNINGJ. Provide SOP for measuring KPIs, success and ROI

FeedbackFeedback BrandingBranding

LoyaltyLoyalty

VisibilityVisibilityCustomer Experience

Customer Experience

EfficiencyEfficiency

Collaboration with customers drives innovation and refinement

Wasted time and expense gets reduced via increased connectivity

Relationships with customers improve as a result of providing faster, more intuitive customer service

Additional touch points an inbound marketing increase brand awareness

Organically grown communities ensure improved marketing efficacy

Clear, consistent use of words, actions and images creates favorable perception of the brand

Creating brand ambassadors through cognitive dissonance

Creating brand ambassadors through cognitive dissonance

NEXT STEPS:

1. Acquire SEO-driven DOAS social spaces on Facebook, Twitter, Yammer and LinkedIn

2. Populate channels with salient, SEO, rich content per the content strategy, here defined

3. Complete website RFP4. Design social spaces relative to style guide

and design decisions made through RFP process

5. Sync launch of redesigned website with promotion of new social channels

6. Continue to refine Divisional tactics of pre-existing channels

7. Host open lunch-and-learns for primary channels

8. Provide PIO training opportunities for primary channels

9. Identify and create required SOPs {tactical and strategic} to provide divisional guidance

10.Set metric tracking SOP11.Plan for periodic channel SWOT analyses12.Regularly update leadership on lines of effort

Phase 2 | Presence…Phase 2 | Presence…

PLANNINGListen

& Learn

Understand how customers use social

channels

Prioritize strategic goals where social can have an impact

PRESENCEStaking

Our Claim

Amplify existing communication efforts

Encourage sharing

END STATE | CONVERGED COMMUNICATIONS

MARCH – APRIL 2013MARCH – APRIL 2013

MAY – JUNE 2013MAY – JUNE 2013

JUNE – DEC.2013JUNE – DEC.2013

JAN. – MAY2014JAN. – MAY2014

JUNE – DEC. 2014JUNE – DEC. 2014

JAN. – DEC. 2015

JAN. – DEC. 2015

TL;DRTL;DRThis plan identified 10 lines of effort within the “planning” phase of our online outreach strategy.

In it, we:

1.Outlined a three-year, six-phase plan of attack ; formulate the first phase

2.Carved out niched utilities for proposed online channels

3.Developed goals and performance metrics for quantifying success

{ Phase 1 }