why government agencies should meddle in social media - it starts with listening
DESCRIPTION
Conference presentation Network of Public Sector Communicators October 2012TRANSCRIPT
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Why Government should meddle in Social Media – it starts with listening THE 2012 Network of Public Sector Communicators ConferenceWellington
Nicholas O‟Flaherty, Executive Director, Social@Ogilvy
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Listening gives
you big ears
Understand the
needs and
sentiment of the
community
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Listening helps you toKnow what the horizon looks like
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Listening makes
social media your
focus group
Insights from social
media guide both
policy development
and implementation
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Social media
insights
Relevant
conversations
aren‟t always
taking place where
you think they are
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Listening helps to
identify
influencers who
have the reach,
power, authority
to drive the
actions of others
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Why identify your influencers?
Advocates – those individuals who may
potentially be supportive
> We can then build a strategy for
engaging these individuals. Their support
can be critical during a crisis situation and
they may help drive awareness and
preference
Detractors – those who disagree with us
>We can pinpoint potential arguments and
positions likely to be put forward against us
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Enhancing democracy in action and driving participation:1,200 #marriageequality Twitter posts with a reach of 800,000, drove additional last minute submissions
15,000 followers
5,500 followers
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Reputations Are Built or Broken in Search
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Get Your “House Rules” in Order
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Add a Digital Chapter to Your Crisis Comms Plan
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Online Conver-sation
The volume of
talkIdentify
key influen-
cers
Core and new
audiences
Conversa-tion
drivers
Which platforms
?
Positive or
negative sentiment
Opportu-nities to engage
Obstacles to
success
Insights from social media which can impact on policy development
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Why paid listening tools?
If you’re going to listen –
do it properly
Considerations:
• Real time
• Dashboard
• Comprehensiveness
• Consistency over time
and platforms
• Engagement tracking
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Engage earlier
SM creates the
ability to consult
more informally and
earlier in the policy
development
process
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Media relations online
and offline are
connected. One
accelerates the other
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Integrate social
media into your
traditional media
relations
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Transparency,
always important –
even more so in
NZ
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In conclusion: Government should „meddle‟ in social media because it enhances its ability to:
• Understand the needs of their communities
• Collaborate more effectively internally and cross agency
• Improve policy development, programme planning and
implementation
• Consult earlier and more informally
• Gauge the sentiment and attitude of the target audience
• Identify and engage with key stakeholders and online influencers
• Perceive and manage risk
• Distribute information more widely via QR codes, Hashtag
conversations
• Engage with younger and less accessible audiences
• Improve service provision
• Demonstrate responsiveness and transparency
• Communicate with New Zealanders through their preferred
channels
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About Social@Ogilvy
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550+ Social Specialists(over 4000 Digital Specialists)
35 Countries Worldwide
Awarded The 2011 Global
SABRE for Outstanding
Global Digital/Social
Consultancy
Global Team
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Clients In New Zealand
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