This document summarizes a presentation given to the Public Health Agency of Canada on making organizations more social media friendly. It discusses the shift from Web 1.0 to Web 2.0 and the rise of social media. Challenges for public sector organizations in adopting social media are outlined. The presentation provides examples of how other government agencies are using social media and recommends a six step approach of needs assessment, education, planning, implementation, coaching and evaluation for organizations looking to integrate social media.

1. Social Media 101: Making Your
Organization Social Media Friendly
Case Study:
Public Health Agency of Canada
Presented at the Advanced Learning Institute
Social Media for Government Summit
www.digitalOttawa.ca
Monday, February 9, 2009

2. Who
Communication and marketing consultants with a passion for the Web
since 1995. Working with public sector organizations such as...
Canadian Heritage
o
Canadian Museum of Civilization Corporation
o
Canadian Museum of Nature
o
Canadian Security Intelligence Service
o
Elections Canada
o
Environment Canada
o
Foreign Affairs and International Trade
o
Health Canada
o
Industry Canada
o
Justice Canada
o
Parks Canada
o
Public Health Agency of Canada
o
...
o

3. Public Health Agency of Canada (PHAC)
New approach to federal leadership and
collaboration with provinces and territories on
efforts to renew the public health system in Canada
and support a sustainable health care system.

4. Web 1.0 Web 2.0
vs
Web 1.0 Web 2.0
• Eyeballs • Hands
• Microsoft Encarta • Wikipedia
• Personal Web sites • Blogging
• CMS* • Wikis
• Directories • Tagging
• Instant Messenger • Twitter
MULTI-WAY
ONE WAY
CONVERSATION
CONVERSATION

5. Social Media Buzz Words
Familiar with
quot;RSSquot; and quot;podcastsquot;?
What about
quot;micro-bloggingquot;? (twitter)
Are you
social bookmarking?

6. Why are you here?
Are you in communications / marketing?
IM or IT?
Manager / Executive?

7. What is Web 2.0 & Social Media

8. What does an organization do with “it”?

9. What we’re moving towards
1. participating in the conversation
2. initiating conversation
3. sharing content
4. social media in “all” campaigns

10. Challenges for the public sector
• Risk adverse
• Slow with change
• Policies & processes
• Information control
• Human resources
• Standards and guidelines
• Technical infrastructure
• Official languages
• Governance
• Security and legal aspects
• …

11. a. participating in the conversation

12. a. participating in the conversation

13. b. initiating conversation

14. b. initiating conversation (social media release)

15. c. sharing content (aggregation)

16. c. sharing content (3rd parties)

17. d. social media in “all” campaigns

18. d. social media in “all” campaigns

19. How to get there

20. 1. Needs Assessment

21. 2. Educating

22. 3. Planning

23. 4. Implementing

24. 5. Coaching

25. 6. Evaluating

26. Back to > Needs Assessment

27. Why?
~2,000 years of One Way Communication
Web 2.0 + Social Media make Multi-Way possible

28. Why?
HUGE Social behavioral changes are happening!
Expectations!!!
• Improve Collaboration
• Improve Communications
• Increase Responsiveness
• Increase Transparency
• Increase Engagement
Accessible, Affordable and Effective

29. Why? Who runs the world in 5yrs?
Source: www.deloitte.com/dtt/article/0,1002,sid%3D2245%26cid%3D156096,00.html

30. Why? It’s HERE!!!

31. Questions?

32. Catch us @
Jason Prini
Marquis Côté
jason@digitalottawa.ca
marquis@digitalottawa.ca
twitter.com/jasonprini/
twitter.com/marquiscote/
www.digitalOttawa.ca
www.comonlookandfeel.ca

33. Examples – blogs
www.citizenvoices.gg.ca blog.privcom.gc.ca

34. Examples – bloggers UK
blogs.fco.gov.uk

35. Examples – PMO on YouTube
www.youtube.com/user/pmocpm

36. Examples – social marketing
www.flickoff.org www.abovetheinfluence.com

37. Examples – social marketing
www.stupid.ca www.thatguy.com