p e i 2008 presentation

Social Media Overviewfor

Communications Officers of the Province of PEI

1

Introduction

2

Agenda

Define social media

Look at some examples

Review OASIS framework

Lunch

Apply the principles

3

Definition

A social trend where people turn to each other to get things done, and not to a central institution.

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Who knows what social media is?

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Steven Pate

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Peter Rukavena

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Tim Banks.ca "run, if you can't hide"Tim Banks is the CEO of APM, a Canada wide construction and property development company, with its head office in Charlottetown, PEI. My family has lived on PEI for over eight generations and I was born at the Prince County Hospital in Summerside, PEI. I am hoping someone will soon develop a blood test to authenticate when you actually become an "Islander" as I am still having problems explaining where I'm from?

Twitter FeedTim's Tweets

1 Premier Ghiz and wife Kate have new baby girl Juila Elizabeth 8 lbs 12 ounces at 11:30 pm congratulations to all 4 days ago

2 Stratford Towers Pulls Plug on project...Condominium project cancelled... blame focused on "Lagoon" which was there before project...weird? 5 days ago

3 Banks found "guilty"....http://bit.ly/NedgM 6 days ago

4 Donnie Clow a native Islander was appointed CEO of Crombie Properties which is controlled by Sobeys... see www.timbanks.ca for full story. 10 days ago

5 Thinking about the perect burger http://bit.ly/yWke8 maybe just go to Shirley's in Brackley for one 12 days ago

6 To follow me on Twitter click here and either login to your account or create a new one.

Monday, July 13, 2009

Where was the Guardian Editor....

Where was the Guardian Editor Friday when he sent Wayne Thibodeau out to cover the Cavendish Music Festival... Wayne's a good reporter and great at covering the legislature and other top news items... but our Tourism industry is BLEEDING and we need some “good” news... so what do we get in Saturday's paper... a picture of some whining VIP with a 19 people petition wanting to move the VIP tent closer to the stage... a "bullshit" negative story that should have never made it pass go let alone take half the copy... I couldn't believe it... the biggest event on PEI and it gets 2nd page billing and half of which was negative... tourist operator's are looking for something positive and that's just what they got in spades from the promoters... surely had the Guardian sent an entertainment reporter out to the site they would have figured out that 19 whining VIP's (most of which belonged to one family) really wasn't much of a story... and if I were the promoters and tourist operators I'd be sitting in the publisher's office today telling him where the Guardian could shove their advertising in the future... good news sells papers too...‘We love ’em all’Thousands enjoy Day 1 of the three-day Cavendish Beach Music FestivalWAYNE THIBODEAU


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Cash on hand, at June 30, 2008 - $71,670,324

Unpaid campaign debts, at June 30, 2008 - $890,921

Contributions, net total to June 30, 2008 - $337,990,555

• Contributions for Jan 2008 - $32 million • Contributions for Feb 2008 - $55 million • Contributons for Mar 2008 - $41 million • Contributions for Apr 2008 - $31 million • Contributions for May 2008 - $22 million • Contributions for June 2008 - $50 million

OASIS

A sound methodology for designing, launching and managing social media projects.

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OASIS

Objectives

Audience

Strategy

Implementation

Sustainment

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Objectives

The first step is deciding what you want

Create a S.M.A.R.T*. Objective (or two)

Make sure your objective contributes to at least one organizational objective

10

*Specific, Measureable, Attainable, Relevant, Timed

Objectives - cont’d

Internal and external stakeholder consultation

Marketing and communications

Operations

Support and service

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Objectives need to be measurable, link measurement to success metrics.

Audience

This is critical

Who are you connecting to?

What role will they play?

Online behaviour is not real life

21

Audience - cont’d

Determine from your available resources how you will...

• segment your audience, and;

• discover their online characteristics

14

Audience - cont’d

What capabilities and behaviours do they have:

• Lurkers? Contributors? Creators? Hunter/gatherers?

• Use mobile? Web-only?

• What sites do they visit?

• What do they look for?

17

Audience - cont’d

Use any recent existing research available

Conduct secondary audience research to verify and validate

Conduct primary audience research, if possible

Research all online conversations

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Example

Primary Audience:

• Drivers license holders, aged 18-30, live in towns and cities across province, travel 2-3 times per day via car or truck, generally tech-savvy and participatory online, high use of mobile devices, likely to have a profile in one or more social networks, high consumers of video, etc…

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Audiences in general

5 basic behaviours

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25%

30%13%

6%

16%

10%

NA Watch Join OrganizeCriticize Create

35-44 year old in US.Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews)Join - Maintain an on-line profile somewhereOrganize - Use RSS, tag photos, DIGG/Del.ic.ious

Audience

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35-44 year old in US.Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews)Join - Maintain an on-line profile somewhereOrganize - Use RSS, tag photos, DIGG/Del.ic.ious


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Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

Blue Bars indicate the percentage of the selected demographic that are in each Social Technographics group.

The white marks indicate the same percentages for the whole population of the country selected.

The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.


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Strategy

How will you engage your audience?

Who gives, who gets?

How will they engage each other?

What are they looking for from each other?

How will this meet your goals?

What are you looking for?

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Simple travel widgetComplex network of contributors with many actors, links and outcomes

Strategy

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Simple travel widgetComplex network of contributors with many actors, links and outcomes

Implementation

Before you pick a tool, pick a type of tool:

• Should we be blogging?

• Host a discussion forum?

• Create videos?

• Join a social network?

• Replicate content?

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Implementation - cont’d

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(Image source: Robert Scoble & Darren Barefoot)

It will be a waste of time using any tool, if your audience does not use it, too. That’s why your audience research is so important.

Sustainment

You’ve launched, now what?

Plan for the end, or not

Monitor, and measure

What if it goes wrong?

What if it goes right?

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Sustainment - cont’d

You are the host

• Treat everyone like a guest

• Interact, gauge reaction, ask questions, give honest answers. Listen. Provide.

Nurture, measure, adjust

Results not what you want? Do things differently.

Results are good? Do more of the same!

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OASIS

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Start with objectives

Know your audience

Measure, and monitor

Get leadership on-side

Look before you leap!

Key Points

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Lunch

39

Assign priorities to road repairs

Example1 - Objectives

Example1 - Audience

Drivers motivated by better roads

Cell Phones

Websites

DOT wants to be effective

Websites

Repair crews want direction

No on-line usage

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Example1 - Strategy

Geotag potholes

Rank them

Tell DOT

Fix them

41

Example1 - Implementation

Smartphone

Geocoded content

Photo site

Presentation

Vote/rank

Communicate priorities and location

Fix them

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Example1 - Implementation

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Example1 - Implementation - cont’d

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1

2

3

RankTagTell

Example1 - Implementation - cont’d

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RankTagTell

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Thank you

p e i 2008 presentation

Technology