This Webinar on 'Social Media for Government Enterprises' is for Government Enterprises & Public Sector Organisations looking to engage citizens on social media.
Learn more about:
Empowering citizens on social media
Running viral public campaigns
Building an engaged community
Managing social media crisis effectively
Developing a customised G2C playbook
For more Digital Marketing & Social Media Presentations from Web Spiders visit:http://www.slideshare.net/Pisocialmedia
For on-demand learning and social media workshops visit: http://webinars.webspiders.com/on-demand-learning/digital-marketing
2. Hi… it’s great to be back with another interactive monthly
webinar & welcome to an action-packed learning session!
If this is your first time, let’s get to know each other little bit. I
am based in Singapore and head Digital Marketing at Web
Spiders. More info @ www.webspiders.com
I love digital media, sharing insights based on user behavior &
our interaction with technology! Today’s session is all about
Social Media for Government Enterprises. Let’s get started!
BTW, you can find me on social media (of course!) @
LinkedIn: www.linkedin.com/in/kavitaj
Twitter: @write2kavita
Facebook: www.facebook.com/kavitaj
E-mail: kavita@webspiders.com
Director
@write2kavita
4. @write2kavita
Social Media for Good Governance
Survey of citizens who prefer interacting with governments via social media
Source: Statista
5. @write2kavita
Platforms USP Opportunities & Benefits
Most popular network Advanced targeting, niche community, branded visuals, native videos.
Micro blogging site Twitter chats, real-time updates, hashtag marketing, trending topics.
Video sharing site Video marketing, user generated clips, video blogging, tutorials.
Professional network Professional blogs & updates, interest groups, influencer marketing.
App for pictures, videos Millennial marketing, hashtag marketing, micro video marketing.
Curation & discovery site Targeted boards, place pins, article pins, infographics, branded photos.
1. Popular Social Media Platforms
8. @write2kavita
3. Bio Persona Development
Bio: Marketing Manager & Aspiring Entrepreneur
Working mother with 2 young kids, lives in Singapore
Interests: Loves gardening & travelling, interested in social causes
Personality: Outgoing, Enthusiastic, Warm & Idealistic
Online hangouts: Facebook, Twitter, LinkedIn, YouTube
Best way to connect: Facebook niche communities, industry specific
LinkedIn blogs, mobile videos via YouTube, real-time tweets
Stella Wong
Female, 44 years
9. @write2kavita
4. Effective Audience Targeting
● Demographic targeting
● Regional or location based targeting
● Lookalike audience
● Interest based segmentation
● Socio-economic classification
● Segmentation on the basis of industry, profession
● Keyword targeting
● Device targeting
● Advanced behavioural targeting
10. @write2kavita
Objective Tone & Persona Language Post Types
Spread
Awareness
● Warm & Inviting
● Informative
● Honest & Helpful
Simple & Easy to
understand
● Real-Time Updates
● Thought Provoking Posts,
Polls, Surveys
Establish
Authority
● Professional & Sincere
● Authoritative yet Friendly
Industry Savvy
● Tips & Expert Advice
● Professional Blogs
● Video Tutorials
Build
Engagement
● Direct & Outgoing
● Playful & Inspiring
● Personal
Conversational &
Fun
● Shareable Content - photos,
infographics
● Throwback Updates
● Interactive Updates
5. Social Media Voice & Messaging
11. @write2kavita
Voice & Messaging - Unify To UDify
Copyright:
Unify To UDify
Targeted
Post
Informative
Post
Warm & Helpful
Tone
Relevant
Messaging
12. @write2kavita
6. Rules of Community Engagement
● Ask questions, show curiosity to spark conversations
● Respond to queries, share information & join in discussions
● Invite public opinion on topics of interest
● Be human and be accessible at all times!
● Try not to be too preachy or boring but be consistent
● Don’t get caught up in red tapism - be fast, accurate & relevant!
● Wow them with content they’ll love!
● Give them reason to come back - think incentives & takeaways!
13. @write2kavita
Community Building & Engagement
Copyright:
Singapore.sg
Copyright: PAssion Chingay Club
Celebratory
Post
Real-Time Event
Updates
14. @write2kavita
7. Social Media Content Strategy
● Frequency & variety of posts
● Ideal length of posts
● Best day & time to post
● Platform centric content creation
● Mix of original & curated content
● Hashtag marketing & Cross promotion
● Post targeting & real-time updates
● Content performance analysis
20. @write2kavita
Social Media Crisis Management
● React quickly, empower your teams and accept responsibility.
● Know how and when to take the issue offline.
● Apologise if necessary and do not ignore or be defensive!
● Provide constructive responses to questions, requests or complaints.
● Refrain from closing your social media accounts or engaging in a debate!
● Tune in to social listening 24/7.
● Avoid sending out conflicting statements or inappropriate responses
● Be genuine, sincere and show your concern, commitment!
● Take it as a learning experience and prepare a post crisis document for future use.
21. @write2kavita
• Verify the official accounts. Make sure all the contact details and descriptions fields are properly
filled out.
• Define roles and responsibilities clearly. Encourage regular internal communication to maintain
accuracy and transparency.
• Provide regular trainings, embrace new technologies and platforms. However, avoid the pitfalls of
over-marketing!
• Have a data backed strategy along with effective workflows and calendars in place.
• Be consistent when it comes to messaging and creatives. But do customize the content & speak
the language of the specific platform.
• Integrate social media initiatives with offline communication. That includes events & campaigns!
• Link back to website, blog and relevant portals.
Develop a Customized G2C Playbook
22. @write2kavita
• Prepare a FAQ document with common Q/A, guidelines and best practices.
• Always use social listening tools, be prompt when it comes to addressing complaints or
dispelling rumours.
• Use acronyms cautiously and remember to provide appropriate captions and CTAs in posts.
• Take ownership of hashtags and research popular ones to be found readily by fans.
• Open dialogues and conversations instead of opting for a broadcast approach.
• Connect and engage influencers regularly and promote advocacy. Join relevant groups as well!
• Leverage trends & incentivise whenever possible. Create powerful social media movements!
• Run social media audits at regular interval and adjust the strategy accordingly.
Develop a Customized G2C Playbook
24. @write2kavita
Web Spiders provides 360 ° Digital
Marketing Services:
Search+Social+Content Marketing
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Speak to us at 8499 7403 to
discuss more!
www.webspiders.com
On-Demand Learning
webinars.webspiders.com/on-
demand-learning/digital-marketing