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Social Media and Your Communication Strategy
- 1. Digital Communication in Government Series Social media and your communication strategy Presented by Mitchells Friday, 27 June, 2014
- 2. About us
- 3. Introduction-Aboutus Marcus Betschel Head of Social Media • Specialist in Social Media strategy and channel integration • A 15 year Marcomms expert across a broad range of sectors including NFP and Government • Focus on leveraging Paid, Owned and Earned Media
- 4. Introduction-Aboutus Trent Light Content and Activations Strategist • Seven plus years experience in behavioural change and social marketing • Expert in developing integrated strategies that target hard to reach audiences • Extensive Government social marketing experience
- 6. Introduction–Ourrole Getting people to talk about your campaign Social media Public relations Key influencers Events and activations Content marketing
- 10. Thepast
- 11. Thepast 1 2 3
- 12. Thepresent
- 14. Thepresent
- 16. Socialmediaandgovernment • Influence behaviour • Get important information out to the community - fast • Be involved in community conversation • Measure public sentiment - community listening • Increase campaign/brand awareness • Extend campaign reach through paid advertising • Make the most out of partnerships by providing relevant content • Thought leadership • Content seeding
- 17. Communicate in more environments
- 19. Increase key message cut through
- 20. Get involved in the discussion
- 24. • NBA has experience success from sending Snapchats from training sessions – the informal smartphone captured content was engaging because it gave fans the feeling of being there • Estimated 1.1million Australian users & growing constantly • Opportunity to capture youth market
- 27. Risk vs. Reward
- 28. Whatdowehavetolose? What are the risks? • You can’t control the responses you receive online • It can be difficult to have cut-through in a busy environment • You may receive negative comments (but don’t forget the good ones) What are the potential rewards? • It is one of the most targeted ways to communicate with your target audience • You are delivering information to them in an environment that regularly engage with • It is a cost-effective approach (keeps the bosses happy!) Always remember … • If you are strategic and prepared in your approach your risk is much lower • You’ll never know if you don’t try…
- 29. Getting started
- 30. BePrepared Develop a strategy Conduct a social media audit Get the right team involved Develop a social media policy Workshop potential social media crisis scenarios Get your IT procedures and processes updated Know the law, procedures, policies and regulations Ensure you have adequate resources to engage your audience
- 31. During campaign
- 32. Berelevant • Be clear on the campaign voice - who is speaking? Consider who will resonate with the campaign target audience • Also consider the anti-campaign voice – will there be criticism and where is it likely to come from? • Accept that once you have started campaign you can’t control everything that occurs • Know your advocates and influencers and ask them what they think of your plans • Check hashtags and why something is trending before you publish
- 33. Post campaign
- 34. Whatdoessuccesslooklike? • Engagement rate is the best metric for benchmarking performance. • Because social media involves a great deal of human interaction in its entire complexity, aggregating results to just one digit – i.e. number of likes – would be grossly inaccurate • Fan growth, posts from you, your fans interactions your users’ wall posts, and the speed of your response determine your social success. • This is measurable and can be match back to core business objectives.
- 36. Uh oh ….
- 37. Beresponsive • Reality is that it happens – decide what is worth reacting to and really damaging the reputation of your campaign/organisation • Be prepared to change tack really quickly. How do you respond? Empower the people who need to decide on the spot • Don’t argue – just correct misinformation What if your campaign is criticized or receives negative feedback?
- 38. Beadaptable • Be clear on the numbers. Transparency and facts help you report up the line • Look for the opportunity to change how things are done or perceived • Accept that it can be a case of trial and error What if you are not getting the results you had hoped for?
- 39. Case studies
- 40. What’sworkedwell
- 41. Whathasn’tworkedwell “Let’s create a viral video!”
- 42. The future
- 44. Thank you
Hinweis der Redaktion
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- TL Have seven years experience working in behaviour change and social marketing campaigns primarily for government clients Worked on just about every social issue you could mention from smoking, problem gambling, binge drinking, drugs, long-term unemployment Work closely with Marcus to take the basic princples of PR – getting people to talk about your campaign – and apply it to new environments
- MB Integration of media types Why earned media is particularly important for behaviour change
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- TL Old days of this ‘earned media’ space relied heavily on traditional media – newspapers, radio, television Some stakeholder communications, but media was the influencer Put together a media release send it out, follow up, job done and if you got your campaign name in the paper – job well done It was very much a one-way conversation with the target audience
- We all know the process – radio follows print, followed by television that night The good and bad news is that you usually knew by 9am if that campaign had been successful or not Around this though, conversations were happening – important conversations However the nature of the media landscape meant there was limited opportunity for organisations to be involved in these conversations
- TL Let’s talk about the present – changed media landscape Not presenting on the changed media landscape People now have the opportunity to pick and choose the information they wish to receive They are becoming curators of information, rather than simply consumers We can no longer rely on people to look through large slabs of information to find what their looking for Relevant content from relevant people is the key principle for communicating with our audience in this day and age
- TL This diagram illustrates the media cycle is no longer a linear process Even traditional news outlets seed content socially Greater opportunity for extending campaign discussion throughout the day and beyond Integration with social media gives the campaign legs and ensures longevity
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- TL There is a finite number of communication opportunities through traditional media While traditional media outlets are revisiting traditional offerings, social media is always evolving This provides the opportunity for us to communicate across a range of platforms and tailor content for each rather than have to fit with an existing model
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- TL Advertising is very much about who can pay the most and shout the loudest What we’re finding is that people are less likely to receive mass messages This again goes back to the point of curating information rather than simply consuming Therefore, influence is everything Strategy is key to determine where, why, how and who
- MB/TL Listening and landscape review Identify community sentiment Correct misinformation Ensure consistency of messaging in the discussion
- TL Eavesdroppers isn’t an official term based on research or theory, but it’s something we’ve been talking a lot about with beahviour change Social media is not the ideal intervention point – drugs, gambling etc The concept deals with conversation around the person we’re trying to reach With an emphasis of spheres of influence – friends, family, support networks, broader community
- MB Dynamic, instantaneous nature – get information out quickly Opportunity to be reactive and capitalise on changes and emerging issues in the environment Without a need to buy my spots, fit into a news cycle
- TL Pinpoint people based on interests, who they’re interacting with and the kind of content their engaging with The opportunity here is to use paid advertising to serve an earned invitation “We know you’re interested in this, join the conversation here” Indigenous bus CALD communities
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- TL/MB/TL Social media has given everyone a voice, which you can’t necessarily control Everyone is doing it, so you have to ensure you’re separating yourself from the pack and providing content people want to engage with You may receive some negative comments, it’s inevitable, but you will receive some good ones as well The key is to seeing even negative comments as an opportunity to start a conversation and correct misinformation
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- MB - Marriage of Government, consumer and media integration
- Thank you for the opportunity to present our credentials for ISA Media services Although Mitchells have worked with the ISN for over 14years, we believe this chemistry session is an important part of the process for us We are a business in evolution, and as such we have new people, tools and processes to introduce you to as part of this step INTRO TEAM We greatly appreciate the opportunity to articulate our vision for our business and how we feel we can collaborate with ISA in delivering successful outcomes for all Funds and their members