SOCIAL MEDIA STRATEGIES FOR THE PUBLIC SECTOR (G057)

Workshops > Complete List > Social Media

WHY SHOULD YOU ATTEND?

The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences – both external and internal. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-facetted communications universe, where mass customization and increased relevancy are made possible.

To take advantage of the opportunities and deal with the challenges presented by this new universe, public sector organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This workshop, developed by the Centre of Excellence for Public Sector Marketing (CEPSM) and specifically tailored to the government environment, is designed to provide a practical, concrete approach to using social media. No prior experience is necessary.

WHAT WILL YOU LEARN?

• An understanding of the basic elements of web 2.0, government 2.0, and all related terms
• The latest internet usage statistics and social media user segmentation
• How to determine which social media tactics would make sense for your organization based on your organization’s strategic objectives
• The necessary mindset shift that needs to take place within the organization
• How to properly use and leverage various tools, be it on-line social networks, blogs, podcasts, wikis, video, rss feeds and/or virtual worlds, to help you reach your organization’s objectives
• How to incorporate automated social media monitoring activities into your daily schedule
• How to properly and accurately measure performance of your online engagement
• How to save money and time by using free applications
• How to stay constantly well-ahead of the curve through “crowd-sourced” research
• The latest government web 2.0 initiatives and case studies
• How others are working around and/or within various government policies and legislation
• How to develop a strategic framework for your next social media engagement initiative
• Awareness of the latest communities, events and working groups related to the evolution of web 2.0 in the public sector in Canada and abroad.

WHAT WILL YOU TAKE AWAY?

• PDF copy of the Social Media Marketing Workbook
• PDF copy of the Social Media Marketing Presentation
• Participant workbook

AGENDA

This interactive workshop consists of:

• Day 1: Interactive Presentation
• Day 2: Facilitated Working Session: The Social Media Marketing and Communications Plan Framework-A 10 Step Approach (using CEPSM’s exclusive Social Media Engagement Workbook).

The purpose of the Day 2 working session is to work with participants to fill out the blanks and questions that need to be addressed before an effective social media engagement/marketing strategy can be written and implemented within their organization.  The CEPSM workbook/presentation format has been designed to allow for maximum interaction and productivity (given the time constraint). After each step is presented, participants will be given a brief 5-10 minute period to fill out the questions for that step. Each step will be followed by a short Q & A period to allow for further discussion. The following 10-steps will be covered in the workbook.

• Step 1: Define Your Key Issues
• Step 2: Gauge Your Web Presence
• Step 3: Conduct a SWOT Analysis
• Step 4: Determine Your Competition
• Step 5: Set Strategic Objectives
• Step 6: Sub-Segment Your Audience
• Step 7: Choose Your Tools and Tactics
• Step 8: Develop Influencer Relations
• Step 9: Measure & Report on Performance
• Step 10: Ongoing Monitoring and Engagement

At the end of this process, workshop participants will have a solid social media strategic framework that will allow them to move forward with their initiative. A major advantage of using social media channels to engage with target audiences (existing and new) is the fact that most tools and applications are free (open source). As a result, tremendous cost-savings can be achieved. CEPSM’s own participation and engagement within the social media community provides us with access to all the latest social media monitoring tools and custom applications as they are released. All the tools used in our workbook and presentation are open-source and can be easily obtained at no charge.