Eind mei gaf ik Samen met Otto Thors een workshop over social media voor een aantal lokale overheden uit Europa (Denemarken/Noorwegen/Engeland/België/Nederland).

2. Summer Academy for Social
MediaTrainers in
Local & Regional governments
and businesses
Groningen, May 2013

3. Otto Thors
Sociale Media Strategist @weGovernment

4. Sjef Kerkhofs
Co-Owner and strategist @DailyDialogues

5. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next steps & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

6. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next steps & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

7. Introduction
we-Government.nl

8. Introduction

9. What do you expect
from today?

10. What do you want to
learn today?

11. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next steps & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

12. What is a social
media strategy and
do you have one?

13. Who needs a Social Media Strategy anyway?

14. What are we talkin’ about?

16. AGE?
•16% Facebook > 55
•53% Facebook uses mobile
•35-54 largest group!
SOME NUMBERS:
•51% follow brands/pages
•50% talks about organizations
•58% wants to get discount/promotions
•57% wants info/invites about events
•58% wants information
•80% want to co-create (feedback)
•Average 1.9 networks in EU
•Less than10% negative comments!

17. SOCIAL NETWORKS
(1)Facebook
(2)Google+
(3)Twitter
(4)Vkontakte
(5)Linkedin
TIME EVERY LOGIN
•37 mins on Facebook
•23 mins on Twitter
•> 60% daily login Facebook (Vkoktakte highest)
EU TOP SOCIAL
(1)Russia
(2)Poland
(3)UK
(4)Netherlands
(5)Italy
(6)Spain
(7)France
(8)Germany

20. Dialogue
on owned media
Reach out
on external platforms
Co-create
on external platforms
Publishing
on owned media
closed open
closed
open
Media
Content
weGovernment model on Perspectives

21. Dialogue
on owned media
Reach out
on external platforms
Co-create
on external platforms
Publishing
on owned media
closed open
closed
open
Media
Content
weGovernment model on Perspectives
editor
relation
marketeer
conductor

22. Dialogue
on owned media
Reach out
on external platforms
Co-create
on external platforms
Publishing
on owned media
closed open
closed
open
Media
Content
weGovernment model on Perspectives
editor
relation
marketeer
conductor
Engagement
• Target group
• Reach
• Branding
Information
• Message driven
• Reliability
• Accountability
Participation
• Result driven
• Short term
• Projects
Interaction
•Relation driven
•Real Time
•Dynamic

23. Social Media Strategy

24. 0: DNA

25. 1: Null Calibration

26. 1: Null Calibration
• History
• No webcare
• EU or Specialised?
• Analyse

27. 2: Problem statement

28. 3: Objectives

29. 4: Target Audience

30. 5: Strategical options

31. 6: Channels (use research)

32. 7: Go-Nogo

33. 8: Implementation

34. 9: Management & Measuring

35. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next steps & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

36. Social Media Phasing
Campaign
Content
Conversation/care
Conversion

37. Social Media Phasing
1. Campaign
2. Content
3. Conversation & Care
4. Conversion

38. 1: Campaign

39. 1: Campaign

40. MEASURE?

41. Social Media Phasing
1. Campaign
2. Content
3. Conversation & Care
4. Conversion

42. 1. Consult 2. Review 3. Select
4. Classify 5. Edit 6. Publish
7. Distribute 8. Monitor 9. Respond
Content Strategy

43. Officials
Newspapers
Internal Sources External sources
1. Consult
Councilors
Communications
Officers
Magazines
Websites
e-Newsletters
Tweets, Posts, Blogs
Text Messages Articles

44. Internal Sources External sources
2. Review
Text Messages Articles
Contents
Quality
Criteria
Style
framework
Topic Elements

45. 3. Select
Paper Website News
letter
Social
media
up-to-date - + + ++
impact + + ++ +
accountability + ++ + -
depth ++ + - -
Text Messages Articles

46. 1. Consult 2. Review 3. Select
4. Classify 5. Edit 6. Publish
7. Distribute 8. Monitor 9. Respond
Content Strategy

47. 4. Classify
Text Messages Articles
Contents
Topics
5 - 7 themes
Press Release / Facts
News / Articles / Blog
Contest / Quiz / Question

48. 5. Edit
spelling style
grid
Title Headers
Subtitle Streamers
Tag Figures & Pictures
Intro Caption
Text Sidebar

49. 6. Publish
Paper Website News
letter
Social
media
Month ++ + + --
Week - ++ ++ +
Day - + - ++
Hour - - - +
coherent planning

50. 1. Consult 2. Review 3. Select
4. Classify 5. Edit 6. Publish
7. Distribute 8. Monitor 9. Respond
Content Strategy

51. 7. Distribute
Website
Papers
e-Newsletter
Social Media
alert
readers
reissue
promote
subscribers
audience

52. 8. Monitor
Website
Papers
e-Newsletter
Social Media
conversion
Editions & Surveys
Web Analytics
Influence & Engagement

53. 9. Respond
Website
Social Media
answer
refer
resolve
FAQ’s
Content management
multichanneling
phone e-mail face2face
reply

54. MEASURE?

55. Social Media Phasing
1. Campaign
2. Content
3. Conversation & Care
4. Conversion

57. OR

59. MEASURE?

60. Social Media Phasing
1. Campaign
2. Content
3. Conversation & Care
4. Conversion

61. Conversion
Engagement
Transactions
Lead generation
Service
Traffic
Participation
What are we aiming for?

62. Engagement
Any action a user takes on your brand’s profile
• This conversion helps spread awareness to a user’s entire personal
network about your brand
• Any engagement is helpful, its just important to remember some is
weighted more heavily than others

63. Transactions
Promote the use of public services
• Link on social media to website
• App on social media
Invite people to subscribe
• To get involved
• To attend meetings

64. Lead generation
Collect usefull information about your followers
• Mail addresses
• User names
• Social media profiles
• Group subscribers

65. Service

66. Traffic
As long as all your e-services and info is on your website,
let’s make sure people know where to find it & how to use it.
- Push & Pull strategy
- Seduce rather then persuade
- Death by hyperlink
- How-to-video’s

67. Professionals
Officials Citizens
interactionpolicy
democracy
participation
Participation

68. Inform
Consult
Advise
Co-produce
Co-decide
Bron: Edelenbos en Munnikhof
Classic
Participation ladder

69. Advise
Design
Produce
Coordinate
Decide
Realize
progressive
e-Participation Ladder

70. MEASURE?

71. ALMOST LUNCH!!
But first…..post your case on Yammer!

72. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 Coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next steps & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

80. Government 1.0
Citizens
Authority
Monopoly
Controlled
Centralised
Loyalty
Enclosed
Formal
Process driven
Views
Dictate
Government 2.0
People
Motivation
Attention
Driven
Decentralised
Relations
Open
Informal
Result driven
Ideas
Interaction
1.0 2.0
Transition

81. Assignment
Casestudy
Goal What are we going to do?
Importance Why would you want to do that?
Peergroup Who is involved?
Instruments What social media can we use?
Measure What indicators are we measuring?
Succes What is our target?

82. FORM GROUPS
with people that have the same kind of
case

83. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next steps & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

84. Program
09.00 – 09.30 Introduction
09.30 - 10.30 Social Media Strategy
10.30 – 10.45 Coffeebreak
10.45 – 12.30 Social Media Phasing
12.30 – 13.30 Lunch
13.30 – 15.00 Assignment: Casestudy
15.00 – 15.15 coffeebreak
15.15 – 17.15 Pitch & Feedback
17.15 – 18.00 Next step & Evaluation
18.00 – 19.00 Coolling down
19.00 Dinner at Mr. Mofongo

85. Questions?

86. Thank you!