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LGMA(SA) Social Media: 1 day workshop

Workshop slideshow

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LGMA(SA) Social Media: 1 day workshop

  1. 1. advanced communication strategies and tools<br />social media&local government<br />Lee Hopkins<br />July 2011<br />
  2. 2. Today<br />Who am I? Who are you? Involvement<br />Where social media came from<br />The five piece jigsaw puzzle<br />Social media metrics and ROI<br />Social media strategy<br />What to do when they don’t love you<br />Tools to get the job done<br />
  3. 3. Australia<br />
  4. 4. Australia<br />
  5. 5.
  6. 6. Social Media Can Do This: Reduce RISC<br />Source: Hopkins & Magee, 2009<br />
  7. 7. 3Ts+A=<br />Social Media Ethos<br />Truth<br />Trust<br />Transparency<br />Accountability<br />
  8. 8.
  9. 9. Your reputation is what Google says it is<br />Allan JenkinsCommunication Analyst<br />
  10. 10. 1<br />2<br />3<br />4<br />6<br />7<br />9<br />
  11. 11. This is where you now ask:<br />Where did social media come from, Lee?<br />
  12. 12. The Cluetrain Manifesto<br />95 short paragraphs that changed business on the internet for ever<br />the first website to be turned into a book – cluetrain.com<br />1999<br />
  13. 13. The Cluetrain Message<br />If you only have time for one clue this year, this is the one to get...<br />We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. <br />Deal with it. <br />
  14. 14. 2.0<br />It is...<br />A 5,000 piece puzzle?<br />
  15. 15. 5 components<br />Web2.0<br /><ul><li>blogs
  16. 16. microblogs
  17. 17. social networks
  18. 18. podcasts
  19. 19. videos</li></li></ul><li>1<br />Blogs<br />200m<br />
  20. 20. 1<br />blogging<br />Thought leadership<br />Your turf<br />Google juice<br />
  21. 21. blog<br />wordpress and blogger<br />
  22. 22. 5 golden rules for blogging<br />Kiss<br />Find your lovers<br />Add the channel<br />Keep the conversation going<br />Manage your risk<br />
  23. 23. blog<br />How to get started<br />
  24. 24. 2<br />Twitter<br />200m?users<br />2m Aussie Twitter.com visitors<br />
  25. 25. ?<br />WTF Twitter?<br />
  26. 26. Twitter in use<br />
  27. 27. Twitter in use<br />
  28. 28. Twitter in use<br />
  29. 29. rules<br />Twitter<br />Genuine<br />Conversation<br />Follower/Following<br />Twitter spam<br />
  30. 30. 5 golden rules for twitter<br />Kiss, and not in tongues<br />Find your lovers<br />Add the channel<br />Keep the conversation going<br />Manage your risk<br />
  31. 31. twitter<br />How to get started<br />
  32. 32. @DellOutlet Surpasses $2 Million on Twitter            <br />11 June , 11:01 PM<br />Dell: June 2007 – June 2009<br />@DellOutlet Surpasses $2 Million on Twitter <br />11 June , 11:01 PM<br />We’ve surpassed $2 million in revenue in terms of Dell Outlet sales, but we’re also seeing that it’s driving interest in new product as well. We’re seeing people come from @DellOutlet on Twitter into the Dell.com/outlet site, and then ultimately decide to purchase a new system from elsewhere on Dell.com. If we factor those new system purchases that come from @DellOutlet, we’re actually eclipsed $3 million in overall sales.<br />http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on-twitter.aspx<br />
  33. 33. Ooopsies!<br />
  34. 34. Ooopsies!<br />
  35. 35. Ooopsies!<br />
  36. 36. Ooopsies!<br />
  37. 37. Ooopsies!<br />
  38. 38. Ooopsies!<br />
  39. 39. Ooopsies!<br />
  40. 40. 3<br />Social networking<br />
  41. 41.
  42. 42. City of Salisbury<br />
  43. 43. Brisbane City Council<br />
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52. 5 golden rules for Facebook<br />Understand pages and profiles<br />Applications<br />Photos and videos are key<br />Tag it<br />Status updates or spam updates?<br />
  53. 53. socnet<br />How to get started<br />
  54. 54. 4<br />Podcasting<br />
  55. 55. podcast<br />listen anywhere<br />
  56. 56. podcast<br />listen anywhere<br />kinesthetic<br />auditory<br />visual<br />
  57. 57. podcast<br />here’s some...<br />
  58. 58. podcast<br />here’s some...<br />
  59. 59. podcasts<br />here’s some...<br />
  60. 60. podcasts<br />here’s some...<br />
  61. 61. podcast<br />here’s some...<br />
  62. 62. Podcasts are great for<br />Interviews<br />Speeches<br />Presentations<br />Team/product updates<br />Novelty!<br />
  63. 63. 5 golden rules for podcasting<br />Understand it<br />Script/template it<br />Polish it<br />Diary it<br />Publish/trumpet it<br />
  64. 64. podcast<br />How to get started<br />
  65. 65. Case Study:Altana Pharma and podcasts<br />Using podcasts to connect a remote sales team<br />
  66. 66. Altana Pharma: A sales team spread across Canada<br />Ron Clark, VP of Sales<br />“Ron’s blog”<br />Monthly podcast: 10-15 mins<br />sales updates, insights, anecdotes and interviews with special guests<br />
  67. 67. Results of Ron’s podcast<br />76%<br />88%<br />80%+ ... iPods to all staff<br />
  68. 68. Altana Pharma: script<br />Source:<br />How to use social media to engage employees © Melcrum Publishing 2007<br />
  69. 69. Question:<br />What’s the world’s favourite search engine?<br />
  70. 70. Question:<br />What’s the second-favourite search engine?<br />
  71. 71. Question:<br />Which site is the world’s largest video site?<br />
  72. 72. Source data:<br />“YouTube leads video sites at nearly 144 million videos. Users upload over 65,000 videos per day”<br />Source: http://www.insidefacebook.com/2008/12/06/facebook-takes-the-lead-in-hd/<br />“Facebook receives some415,000260,000 video uploads per day”<br />Source: http://newteevee.com/2009/03/29/facebook-40-of-videos-are-webcam-uploads/<br />
  73. 73. V<br />V<br />V<br />video nasties<br />
  74. 74. V<br />V<br />video nasties<br />
  75. 75. 5 golden rules for video<br />Understand it<br />Script/template it<br />Polish it<br />Diary it<br />Publish/trumpet it<br />
  76. 76. video<br />How to get started<br />
  77. 77. video<br />City of Salisbury<br />
  78. 78. video<br />City of Charles Sturt<br />
  79. 79.
  80. 80. 6<br />Wiki<br />
  81. 81. This is where you now ask:<br />What’s the ROI of social media, Lee?<br />
  82. 82. Social Media Metrics & ROI<br />100metrics<br />http://bit.ly/l9UW9z <br />
  83. 83. ROI calculator<br />http://bit.ly/jspNyC<br />
  84. 84. Caution…<br />!<br />Don’t get caught up in the Expensive Calculator Dilemma<br />
  85. 85. Social Media Metrics & ROI<br />ROI<br />has moved on.<br />Business Value<br />Think<br />
  86. 86. Social Media Metrics & ROI<br />http://slidesha.re/maz9Yw<br />
  87. 87. The big three business goals<br />
  88. 88. Case study: SPCA Premium pet food<br />NZ$76,000<br />45,000 Likes<br />
  89. 89. Now it’s time to talk about<br />Strategy<br />
  90. 90. 5Ws<br />Social Media Strategy <br />Who<br />What<br />When<br />Where<br />Why<br />How<br />and a ‘H’<br />
  91. 91. 1. Who<br />Just employees?<br />Particular subsets?<br />Who will manage (kick-start) the conversations?<br />Who are the stakeholders?<br />
  92. 92. 2. What<br />What outcomes are you looking for?<br />What (hidden) expectations do you have?<br />What are the risks? Rewards?<br />
  93. 93. 3. When<br />When are you planning to launch your initiative?<br />When will you know you have been successful?<br />
  94. 94. 4. Where<br />Where will you launch your first initiative?<br />Where will you launch your second initiative?<br />Third?<br />
  95. 95. 5. Why<br />Why are you considering social media?<br />Why build a strategy—why not just ‘dive in’?<br />
  96. 96. 6. How<br />Ning<br />Facebook<br />Twitter<br />Blogs<br />Podcasts<br />Vidcasts<br />PC/laptop-based<br />Smartphone<br />iPad<br />How to connect:have you considered which tools you will use?<br />
  97. 97. Exercise 1<br />
  98. 98. What are you doing?<br />
  99. 99. But... but... but...<br />What if they don’t love me?<br />
  100. 100. “Karmic Communication”<br />
  101. 101. USAF<br />How the USAF deals with blogger comments (including negative ones)<br />bit.ly/iH6WXD<br />
  102. 102. Why do these things happen?<br />Some incident gets exposure<br />Break or ignore community culture/norms<br />Ignore rules of engagement<br />Unethical behaviour<br />Lack of disclosure/ transparency<br />Lack of awareness<br />Lack of appropriate, consistent response<br />Legalistic approach<br />Company-centric mindset (as opposed to customer- or community-centric)<br />
  103. 103. Tools<br />
  104. 104.
  105. 105.
  106. 106. Audacity<br />http://audacity.sourceforge.net/<br />
  107. 107. Skylook<br />http://skylook.biz/<br />
  108. 108. Windows Movie Maker<br />
  109. 109. iMovie<br />
  110. 110. WordPress<br />
  111. 111. The importance of being your audience… <br />
  112. 112. !@#!<br />Conclusions<br />
  113. 113. Social media PR disasters<br />bit.ly/iHNsWj<br />

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