strategy before tactics

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A preliminary case study describing the strategic approach Public Safety Canada undertook before actively engaging on social media channels.


Slide 1

what is marketing?

a process and set of tools wrapped in a philosophy for helping an organization do

what it wants to do.

Social marketing (not social media marketing) is the systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good

Philip Kotler (1973)

social media is




there is too much focus on the

A revolution doesnt happen when society adopts new tools, it happens when society

adopts new behaviours Clay Shirky

todays talk

Strategybefore tactics

overall objectives

target audience

Parents of school aged children, living in urban areas, $60K household income

key issues

Reachtraditional channels alone are not fully penetrating the target audience

Sustainabilitytraditional channels are only good for the length of the campaign

desired outcome

Improved target market penetration (based on objectives)Increased online visibility of the Get Prepared campaignOngoing conversation surrounding emergency preparedness in Canada

what we did


7 hands-on social media sessions taught over 2 months

social media 101social media monitoringcollaborative toolsstrategic thinkingtactical decision makingfinding the influencersperformance measurement


Gauged existing levels of conversation on various channels

blogospheremicroblogspodcastsphoto sharing sitesvideo sharing sitessocial networks

had to set


72 hrs AND emergencyemergency preparedness emergency kit disaster preparedness Public Safety Canada AND emergencyget prepared AND emergency

Created a topic profile

Google Insights

Google Insights

Technorati Blog Search Graph

Twitter Search

YouTube Search

Flickr Search

Podcast Search

Facebook Search

Facebook Lexicon


Strengths Internal social media knowledgeManagement supportCo-op student accessExisting interesting contentStrong partnershipsExisting social marketing strategy

Weaknesses Lack of clear guidelines & policiesLimited human resourcesLack of IT support

Opportunities High social media usage in CanadaGov 2.0 momentumPopularity of online videoPopularity of online news Growing mobile popularity Partner distribution channels

Threats Lack of partner capacity to helpCriticismSecurity/privacy Issues

swot development

niche targeting

There are over 36 million mommy bloggers of which nearly 50% have contributed to a cause or political campaign. They are one of the most politically active groups online. Moms have been calculated to spend

over 2 trillion dollars on products and services in a given year.

targeted influential Canadian mommy bloggersidentified through various top 10 liststechnorati authority traffic rankingsaverage commentsinbound links


measurable social media objectivesincrease online discussion and search in Canada surrounding emergency preparedness and emergency kit by 200% over benchmark within 3 months


chose select few

Common Craft Video

Social Media Press Release

Identified influencersBecame part of their communitySent personalized emailsSent out free emergency kitsSent them the SMPR

Mommy Blogger Relations

Leveraging Existing Partners


Other metrics just coming in.SMPR listed in 3640 locations8572 video views on getprepared.ca1000+ on youtube (english + french)average website session length has increased (2min 6 min)

next steps

market development

more engagement

some advice

begin by listening

start connecting

develop a plan

Step 1: Clearly Define the Key Issue(s) and Desired Outcome(s)Step 2: Gauge Your Existing Web Presence Step 3: Conduct a SWOT AnalysisStep 4: Determine Your Online CompetitionStep 5: Align Your Objectives with the Departments ObjectivesStep 6: Understand Your Target AudienceStep 7: Choose Relevant Social Media ToolsStep 8: Engage The Influencers SeparatelyStep 9: Measure Performance Step 10: Ongoing Social Media Monitoring and Engagement

work as a team

dont re-invent


create guidelines

start with the LHF

Welcome to our website. It is our mission

to serve you.

dont be a robot

be respectful

take the plunge

the rest will follow


thanks for your time!

Mike KujawskiPhone: 613.731.9851 ext. 12



Twitter: mikekujawski

Theresa WoolridgePhone: 613.946.7055


Twitter: twoolridge

where to find us