2 day coursework outlines for Singapore DoD

Social Media

Strategic Social Media
Engagement for DoD and Government 2.0

© © Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Twitter: @SilkCharm Email: laurel@laurelpapworth.com

Thursday, 3 September 2009

Social Media

1. Intro to Content
Networks



Social Media

Content Portal Diagram

Blogs

Wikis



Social Media

TEXT



Social Media



Social Media

Exercise
What is the difference between a blog and
FACEBOOK.
(if you are not a user of Facebook, team with
someone who is!)



Social Media

2. Distribution Networks



Social Media

Facebook

RSS

Widgets

Social Bookmarking

Social Tagging



Social Media

Facebook Viral Touchpoints
Mini-Feed Proﬁle Page App
Discovery
News-Feed
Application Directory
Requests/Invites
Wall
Notiﬁcations
Notes
Email
and more
Shared Items


Social Media

POPULATION 4.84 MILLION



Social Media

Among Singaporeans, Facebook is the 12th most
hit website with 7.4 per cent of the 4 million-big
population registered as users. (sep 2008)

1,374,720 Singaporeans active from 4,840,000 is
28% of the population. Sep 2009



Social Media

CHIEFINGREDIENT.COM



Social Media

Exercise
FIND FILTER FORWARD: What sort of content do
people “find, filter, forward” to each other? How
do they find it? What filters do they use? What
means do they use to forward the content?



Social Media

3. Conversation
Networks



Social Media

Twitter

Forums

Instant Messaging

Voice

Stranger Networks



Social Media

REGMEDIA



Social Media

Evaluating Social Networks
Is it instant or delayed communication?

Can people edit each others work?

Does one person control the discussion or does
each person get to open up a topic?

Live content or created in isolation?

Open broadcast or closed, gated community?



KOMMENTTI


Social Media

4. Next Generation
Social Media



Social Media

Media Transformation & P.R.

Human Collaboration

Challenges for Public Affairs ofﬁces



SINGEO


Social Media

NEA.GOV.SG



Social Media

Exercise
Think of a problem, challenge or opportunity
speciﬁc to Singapore

What sort of solutions might the general public
offer if they were asked to help design the
solution?

Alternatively, do you know of a situation where the
community solved the problem themselves?



Social Media

5. Social Media in
Government



Social Media

Tools Available

Navigating Social Media

Political Blogging

Engaging the civic community

Social Media Marketing for Gov

Success Stories



Social Media

Study
88% of e-citizens believe local e-government
services can be improved by utilizing Web 2.0
technologies

while 81% think that government services and
information should be made available through Web
2.0 communities and social networks.

SINGAPORE IDA



Social Media

According to the survey, the Y-generation is
concerned about privacy and identity theft issues
for Web 2.0.

That means Singapore government CIOs must
ensure the citizens' rights and identities are
protected as they open up services via the social
networking paradigm.



Social Media

Exercise
What is cultural relevancy when it comes to
generations? How and what do Generation Y (or
any connected generation) want or use for
information channels?



Social Media

6. Social Media and
Sensitive Information



Social Media

Balance between Public Information and Safety

How social media can beneﬁt your department

Countering inaccurate information



Social Media

Exercise
What social media guidelines do you have for your
organisation?

Where do Singaporeans go for “accurate”
information - the newspapers? Government
websites? their neighbours?



Social Media

7. How to use Social
Media in a Crisis



Social Media

Addressing misperception and misinformation

Maintaining a positive image

Tailoring your message

Speed is the key

Using advocacy groups to your advantage



Social Media

Exercise
We have covered blogs and wikis and Twitter and
Facebook as content vs distribution vs
conversation tools. How can these be put together
to rapidly deploy a response to social media
discussions?

What is the challenge if traditional media only is
used?



Social Media

8. Integrating Social
Media into Strategic
Communications



Social Media

Designing integrated communications for speciﬁc
target groups

Key online inﬂuences which affect campaigns

Enlisting online assistance



Social Media

SOCIAL SEARCH


Social Media

Key Components
Listen, Involve the Purpose, Values, Rituals

Create Content contextually relevant to them,
Build your trust/reputation proﬁle.

Discuss by leaving comments, asking questions

Promote by giving tools such as widgets and
social media press releases

Measure - reach, exposure, sentiment, etc. Adapt.


Social Media

9. How to Maximize
your Social Media



Social Media

Promoting your organizations message

Turning blogging into an asset to your agency

Best practices in implementing a blog site

Promoting your blog presence



RELEVANT TOOLS

MUSICALFOSTER.COM


Social Media

Blog Features
Title and tagline for Purpose and Values

Articles with links out, embedded media

Industry relevant not self promotion. Tone and topic
important.

Manage comments

SEO, plugins and templates. (DEMONSTRATION)

Outreach to Twitter, Facebook


Social Media

Exercise
Each person discuss what they are interested in, a
hobby.

In pairs, combine the stories “linking” to each
other.

Discuss media that could be embedded.

Finally, list your favourite blogs and why you like
them.



Social Media

10. Digital Journalism



Social Media

Trends facing new digital journalism

News feeds and how they beneﬁt your
organisation

Reaching your public and obtaining feedback

Communicating a value proposition to your
community



Social Media

IGOOGLE



Social Media

COMM215.WETPAINT.COM



Social Media

Exercise
What role can social media play in these
Singaporean industries and areas?
- Travel & Tourism
- Production
- Science and Technology
- Transport
- H.R. & Recruitment
- Defence



Social Media

11. Developing A
Master Plan for Your
Social Media Strategy



Social Media

Making sure your plan has built in contingencies

how to evaluate your strategy for holes before you
get into a crisis

Train the crisis team

Integrate your strategy into an overall
communications structure



Social Media

Are you monitoring the Internet for mentions of
your services? Do you respond?

Do you have social media guidelines for staff?

Do you know the Purpose & Values of SNs?

Do you have a mix of social/traditional ?

Do they comment or actively contribute?



Social Media

BHC3



Social Media

12. A local Government
case study



Social Media

Singapore Gov Funds
Online Dating Site



Social Media

Spare Slides



Social Media

More than half of the CIOs in Singapore are
increasing their investments in building new
business applications based on Web 2.0
technologies and are actively revamping social
networking and collaboration services for
employees in 2009. This is according to IDC’s
ongoing Asia/Paciﬁc Dynamic IT Benchmark 2009
survey which also revealed that 66.7% are actively
standardizing corporate business processes with
emerging business management tools.


2 day coursework outlines for Singapore DoD

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2 day coursework outlines for Singapore DoD