3. WEB2.0 AND SOCIAL MEDIA…
any online technology or tools through which users
can socially interact as both consumers and co-
producers
Communicate Funnels Feedback loops
4. THE TOOLS – WEB2.0
Social and
professional
networks
Examples: Facebook, MySpace, LinkedIn and Twitter.
Social and
professional
platforms
Examples: Wikis like MediaWike, DokuWiki, TikiWiki,
Google page wiki; blogs like Wordpress or Blogger and
collaborative office solutions as digitaliser.dk,
Debategraph, Teamwork or Work Spot.
Social
publication
Examples: YouTube, Flicker, SlideShare, RSS feeds and
Twitter.
Social and
professional
feedback
Examples: Vote and debate borger.dk or Debategraph,
rating and commenting on Facebook, gov.uk or
digitaliser.dk, surveys as survey monkey, pirate survey,
free online surveys, blogs, wikis, Wikipedia's article
feedback tool, various public solutions etc.
NB: Tools may provide one or more of the above functionalities
5. THE TOOLS – WEB2.0
[S] earch Finding information through keyword search.
[L] inks Connecting information into a meaningful information
ecosystem using the world wide web model and providing
low-barrier social tools such as Facebook, Twitter and the
like.
[A] uthoring Ability to create and update content leads to the
collaborative work of many rather than just a few web
authors. In wikis, users may extend, undo and redo each
other's work, while blogs, posts and the comments of
individuals build up over time.
[T] ags Categorisation of content by users adding short
descriptions to facilitate searches without dependence on
pre-made categories. Collections of tags created by many
users within a single system are often referred to as
"folksonomies" ie, folk taxonomies.
[E] xtension Software making the web an application platform as well as
a document server.
[S] ignals Use of syndication technology such as RSS feeds to notify
users of content changes.Source: Andrew McAfee, SLATES abbreviation (Lancione, E, Meyerhoff Nielsen & Archmann, S, 2010)
6. THE PROS AND CONS
Pros Cons
Creates space for dialogue
Pushes you closer to the public
Can build credibility and trust
Opportunities for third-party
syndication and support
Viral distribution
Cost-effective
Better understanding of public
opinion
Real time monitoring
Time to get information out is greatly
reduced
Can become core part of your
communications strategy and central
hub for engagement and
dissemination
Etiquette and protocols are different
to other media
Reputational risks if not authentic,
honest and transparent
Must be perceived as relevant to
audience, not self
Requires carefully tailored content
Potential to move rapidly and beyond
your control
Recruitment is hard to predict and
there is no guarantee productive
dialogue will occur
Social media are not short cuts to
efficacy and principles of good
communication still apply
7. SOCIAL MEDIA IS AN OPPORTUNITY TO…
• create a communication channel for citizen access
to government and decision-makers
ie 24/7 access to government and decision-makers via social media,
platforms and networks
• create a dialogue between government and citizens
ie communication, transparency, informed and consultative decision
making
• increase mutual understanding of policy and service
delivery issues, a shared understanding of everyday
citizen concerns
ie constructive dialogue strengthening mutual understanding and
decision making, risks and opportunities, service design and
accessibility etc.
8. THE USE OF SOCIAL MEDIA HAVE BENEFITS
FOR…
GOVERNMENT:
• Management of brand,
advocacy and reputation
• Transparency / openness
• Insight to public opinion
• Reach / awareness (viral
amplification)
• Low cost communications
• Performance, eg
penetration, traffic on and
conversion of channels
CITIZENS:
• Part of an active user
community
• Opportunity to share /
provide feedback, ie
empowerment
• Ask specific questions
related to their personal
circumstances
• Better informed
9. • Aimed at quality and participation
• Using the virtual infrastructure:
- Mobile technology
- Open data
- Cloud computing
- Web2.0 and social media
• Shift to demand orientation and interaction
• Citizen as an active co-producer
OPPORTUNITY FOR COLLABORATIVE
GOVERNANCE
Source: Matt Poelmans, 2012
10. WEB2.0 AS A MARKETING TOOL CAN
HELP WITH….
take-up services
ie net new customers, increased frequency of transactions,
promo exposure, increased yield, product penetration
customer support
ie provide immediate feedback and response, positive impact in
public forum, cost reduction
public relations
ie online reputation management, improved brand image via the
social web
Source: Social Media: Business measurement, Olivier Alain Blanchard, 2011
11. WEB2.0 AS A MARKETING TOOL CAN
HELP WITH...
customer loyalty
ie increased interactions, better quality of interactions, deeper
relationship with brand, increased trust in brand, increased
mindshare of brand, greater values alignment
business intelligence
ie know behaviour and patters
human resources
ie more effective recruiting, online monitoring of employee
behavior (risk management)
Source: Social Media: Business measurement, Olivier Alain Blanchard, 2011
13. EESTI.EE PORTAL CAMPAIGN
MULTI-CHANNEL CAMPAIGN AND CLEAR CORPORTE IDENTITY
Multiple channels
eg web, facebook, video, shopping centres,
flyers, etc.
Clear corporate identity
ie use of logo, common look-and-feel
Targeted
ie channels, tools and style targeted to specific
audiences
On message
ie what do we do and why
• Web - www.eesti.ee
• Facebook - www.facebook.com/eesti.ee
• TV ad (portal) - http://goo.gl/3B76v
• TV ad (drivers licence) - http://goo.gl/T7yQT
• Video guide (MyData) - http://goo.gl/OzB7U
14. @SWEDEN
TWEETING ON SWEDEN, ONE PERSON PER WEEK
maj 2014
14
• Twitter – https://twitter.com/sweden
Twitter 13/05/2014
• 85,200 tweets
• 2,365 following
• 68,400 followers
15. VISIT NORWAY
ONLINE PROMOTION WITH CLEAR IDENTITY AND HIGH IMPACT
maj 2014
15
• Web – www.visitnorway.com
• Facebook – www.facebook.com/visitnorway.dk
• Twitter – https://twitter.com/visitnorway
• YouTube – www.youtube.com/user/Visitnorwaydk
• Flickr – www.flickr.com/groups/visitnorway/pool/#
• Instagram – http://bit.ly/SUB0v8
Facebook 13/05/2014
• 625,030 likes
• 42,330 talking about this
• 404 were here
16. DEBATE & PARTICIPATORY BUDGETTING
SKL developed suite of
social media tools incl.
• Debate
• Participatory design
• etc.
maj 2014
16
17. SUBMIT YOUR IDEA AND CROWD SOURCING
CO-CREATION AND ALTERNATIVE FUNDING
maj 2014
17
• Submit your idea – https://betrireykjavik.is
• Open ministry - http://openministry.info
• Crowd culture – www.crowdculture.se
19. POLICE ON SOCIAL MEDIA
USER-ENGAGEMENT, PUSHING INFORMATION
maj 2014
19
Danish police
• Web - www.politi.dk
• Facebook - www.facebook.com/politi?fref=ts
Reykavik police
• Web – www.lrh.is
• Facebook – www.facebook.com/logreglan
20. ARBETSFÖRMEDLINGEN (SE)
ONLINE COMMUNICATION STRATEGY AND FEEDBACK LOOPS
maj 2014
20
• Web –
• Web – www.arbetsformedlingen.se
• Facebook – www.facebook.com/Arbetsformedlingen
• YouTube – www.youtube.com/user/arbetsformedlingen
• LinkedIn – www.linkedin.com/company/arbetsformedlingen
Facebook chat 8-16:00 daily. Sections for job seekers and
employers. 14/05/2014
• 16,432 likes
21. FÖRSÄKRINGSKASSEN
CHANNEL STRATEGY GONE INTERNATIONAL
maj 2014
21
Försäkringskassen
• Web - www.forsakringskassan.se
• Contacts – www.forsakringskassan.se/kontakt
• Facebook – www.facebook.com/Fklanguages
22. GLADSAXE WEB AND FACEBOOK INITIATIVE
MULTI-CHANNEL MESH-UP OF CONTENT AND SERVICES
Multiple channels and tools
eg web, facebook, one-stop-shops, libaries, the
same content pushed through different channels
Clear corporate identity
ie use of logo, common look-and-feel
Targeted
ie is present where citizens are
On message
ie what the municipality offer you, eServices,
events etc
• Web - www.gladsaxe.dk
• Facebook - www.facebook.com/gladsaxekommune
• Likes – 3,055 29/10/2013 (1,422 31/5/2012)
• Population – 64,929
• Like/population – 4.71% (2.19 %)
24. RESULTS REQURE PLANNING,
SEE THE PATTERN, FUNNELS ARE GOOD...
Source: Social Media: Business measurement, Olivier Alain Blanchard, 2011
25. SOCIAL MEDIA IS NOT FREE, BUT
CONVERSION IS GOLD…
Web2.0 and social media require:
• skilled people
• technology
• time and effort
As resources are limited:
• you do not need 1,000,000 followers
• you need 10 – 1,000,000 new customers!
26. resources equal
100%
of your budget
head count
Advertising
eMarketing
inbound call center
sales department
public relations
marketing
IT
accounting
resources generate
100%
of your business
27. which buckets do we empty
to fill this new one?
funding for a
new social media campaign
does not magically appear
28. SENTIMENT EVALUATION, BUSINESSLINK.UK
• www.socialmention.com
”sentiment evaluation” is the
consideration of mentions that are
generally positive, compared to those
that are generally negative
overall reputation +/-
do we take part in the
conversation?
30. Go to www.tweetreach.com
Type in your Twitter @name
Analyse performance in terms of:
• Activities
• Reach
• Exposure
NB: Think of how you can:
• Amplify your normal reach
• Promote your brand
• Turn a negative into a positive
SOCIAL MEDIA MEASUREMENT, TWITTER
31. Go to your Facebook page
Click on ”view insights”
Analyse performance in terms of:
• Likes
• Reach
• Engagement of users
NB: Think of how you can:
• Reach different user-segments
• Reuse existing web-content
• Gain insight for transformation
SOCIAL MEDIA MEASUREMENT, FACEBOOK
33. THE EXAMPLES ARE GOOD BECAUSE… …
a vision with clear goals,
objectives and targets
a plan or strategy
• tools
• rational
• value added
a target(s) group
a message(s)
• promoting a product, service
or organisation
• benefits to the user
• value added for the user
• tone
34. THEY…
• … communicate, ie do not broadcast,
but enters into a dialogue, focus on 2/3
communication and 1/3 technology.
• … funnel content and users, ie promote
online services, personalise the service
experience
• … have feedback loops in place, ie have
a channel strategy and ensure the
channels work together
35. Morten Meyerhoff Nielsen
Mobile: +45 4078 7065
Mail: meyer@digst.dk
LinkedIn: mortenmeyerhoff
Twitter: @mortenmeyerhoff
Danish Agency for Digitisation
Landgreven 4, Postboks 2193
1017 København K
Denmark
www.digst.dk, www.borger.dk, http://arkitekturguiden.digitaliser.dk/godselvbetjening
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