際際滷

際際滷Share a Scribd company logo

Ali 2008.Key

Patrick Mason
Patrick Mason

The document provides an overview of using social media for government purposes. It defines social media and reviews the OASIS framework for designing, launching, and managing social media projects. OASIS stands for Objectives, Audience, Strategy, Implementation, and Sustainment. It emphasizes starting with clear objectives, thoroughly understanding the target audience, developing a strategy to engage them, focusing on effective implementation tools, and planning for ongoing sustainment of projects. Examples are provided to illustrate applying the OASIS principles.

1 of 45
Download to read offline
1 Social Media for Government October, 2009
2 Introduction
3 Agenda De鍖ne social media Look at some examples Review OASIS framework Break Apply the principles
4 De鍖nition A social trend where people turn to each other to get things done, and not to a central institution.
5 Steven Pate
6 Home Ideas Blogs Videos Discussions Community IdeaStorm Direct2Dell StudioDell Forums Dell.com Support Register | Login | Help | Terms of Service | Who's Online Login SUPPORT FORUMS Looking for help with a technical question? Choose a forum below to get started. Screen Name Password Save My Login Forgot your screen name or password? Not registered ? Click here to sign up. Search the Forum Advanced User Search Forum Home DISCUSSION FORUMS Support Wanting to join the conversation? Choose a forum below to get started. Discussions Resources Newbies Welcome! To browse our FAQs, click here. To view or post a new message to our "First Time Users" board, click here. Top Tags AUdio BIOS boot card DELL DIMENSION DRIVE driver DRIVERS error Hard HELP IdeaStorm INSPIRON LAPTOP Memory monitor Not POWER PROBLEM screen Upgrade USB VIDEO Vista VOSTRO Windows Wireless XP XPS (view all) Top Taggers MoneyGuyBK (3338) tr4 (2044) helmecj01 (1959) BigBrother (1389) SpeedStep (1179) (view all) View Tagging Leaderboards for Community powered by Lithium Technologies 息 2007 Dell | About Dell | Terms of Sale | Unresolved Issues | Privacy | Contact | Site Map The Dell Community has contributed: 10198 ideas | promoted 690301 times | 79592 comments
7 See it first. Your Stories. No Boundaries. You won't believe what people are uploading. 171,400 videos, 1,500 last month
8 Who knows what social media is?
9 Who knows what social media is?
10 Govt home page
11 SHARE
12
13
14 Cash on hand, at June 30, 2008 - $71,670,324 Unpaid campaign debts, at June 30, 2008 - $890,921 Contributions, net total to June 30, 2008 - $337,990,555 Contributions for Jan 2008 - $32 million Contributions for Feb 2008 - $55 million Contributons for Mar 2008 - $41 million Contributions for Apr 2008 - $31 million Contributions for May 2008 - $22 million Contributions for June 2008 - $50 million
15 OASIS A sound methodology for designing, launching and managing social media projects.
16 OASIS Objectives Audience Strategy Implementation Sustainment
10 Objectives The 鍖rst step is deciding what you want Create a S.M.A.R.T*. Objective (or two) Make sure your objective contributes to at least one organizational objective *Speci鍖c, Measurable, Attainable, Relevant, Timed
18 Objectives - contd Internal and external stakeholder consultation Marketing and communications Operations Support and service Objectives need to be measurable, link measurement to success metrics.
19 Audience This is critical Who are you connecting to? What role will they play? Online behaviour is not real life
14 Audience - contd Determine from your available resources how you will... segment your audience, and; discover their online characteristics
17 Audience - contd What capabilities and behaviours do they have: Lurkers? Contributors? Creators? Hunter/gatherers? Use mobile? Web-only? What sites do they visit? What do they look for?
19 Audience - contd Use any recent existing research available Conduct secondary audience research to verify and validate Conduct primary audience research, if possible Research all online conversations
20 Example Primary Audience: Drivers license holders, aged 18-30, live in towns and cities across province, travel 2-3 times per day via car or truck, generally tech-savvy and participatory online, high use of mobile devices, likely to have a pro鍖le in one or more social networks, high consumers of video, etc
24 Audiences in general NA Watch Join Organize Criticize Create 10% 25% 16% 5 basic behaviours 6% 13% 30% 35-44 year old in US. Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com. Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews) Join - Maintain an on-line pro鍖le somewhere Organize - Use RSS, tag photos, DIGG/Del.ic.ious
25 Audience 35-44 year old in US. Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com. Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews) Join - Maintain an on-line pro鍖le somewhere Organize - Use RSS, tag photos, DIGG/Del.ic.ious
26 Audiences in general Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com. Blue Bars indicate the percentage of the selected demographic that are in each Social Technographics group. The white marks indicate the same percentages for the whole population of the country selected. The index indicates how the demographic compares to the population a score of 100 means the demographic is the same as the population average.
27 Audiences in general Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com.
28 Audiences in general Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com.
29 Strategy How will you engage your audience? Who gives, who gets? How will they engage each other? What are they looking for from each other? How will this meet your goals? What are you looking for? Simple travel widget Complex network of contributors with many actors, links and outcomes
30 Strategy Simple travel widget Complex network of contributors with many actors, links and outcomes
24 Implementation Before you pick a tool, pick a type of tool: Should we be blogging? Host a discussion forum? Create videos? Join a social network? Replicate content?
32 Implementation - contd It will be a waste of time using any tool, if your audience does not use it, too. Thats why your audience research is so important. (Image source: Robert Scoble & Darren Barefoot)
33 Sustainment Youve launched, now what? Plan for the end, or not Monitor, and measure What if it goes wrong? What if it goes right?
33 Sustainment - contd OASIS You are the host Treat everyone like a guest Interact, gauge reaction, ask questions, give honest answers. Listen. Provide. Nurture, measure, adjust Results not what you want? Do things differently. Results are good? Do more of the same!
35 Key Points Start with objectives Know your audience Measure, and monitor Get leadership on-side Look before you leap!
36 Break
37 Example1 - Objectives Assign priorities to road repairs
38 Example1 - Audience Drivers motivated by better roads Cell Phones Websites DOT wants to be effective Websites Repair crews want direction No on-line usage
39 Example1 - Strategy Geotag potholes Rank them Tell DOT Fix them
40 Example1 - Implementation Smartphone Geocoded content Photo site Presentation Vote/rank Communicate priorities and location Fix them
41 Example1 - Implementation
42 Example1 - Implementation - contd 1 2 3 Rank Tag Tell
43
44 Example1 - Implementation - contd Rank Tag Tell
45 Thank you

More Related Content

Ali 2008.Key

  • 1. 1 Social Media for Government October, 2009
  • 3. 3 Agenda De鍖ne social media Look at some examples Review OASIS framework Break Apply the principles
  • 4. 4 De鍖nition A social trend where people turn to each other to get things done, and not to a central institution.
  • 6. 6 Home Ideas Blogs Videos Discussions Community IdeaStorm Direct2Dell StudioDell Forums Dell.com Support Register | Login | Help | Terms of Service | Who's Online Login SUPPORT FORUMS Looking for help with a technical question? Choose a forum below to get started. Screen Name Password Save My Login Forgot your screen name or password? Not registered ? Click here to sign up. Search the Forum Advanced User Search Forum Home DISCUSSION FORUMS Support Wanting to join the conversation? Choose a forum below to get started. Discussions Resources Newbies Welcome! To browse our FAQs, click here. To view or post a new message to our "First Time Users" board, click here. Top Tags AUdio BIOS boot card DELL DIMENSION DRIVE driver DRIVERS error Hard HELP IdeaStorm INSPIRON LAPTOP Memory monitor Not POWER PROBLEM screen Upgrade USB VIDEO Vista VOSTRO Windows Wireless XP XPS (view all) Top Taggers MoneyGuyBK (3338) tr4 (2044) helmecj01 (1959) BigBrother (1389) SpeedStep (1179) (view all) View Tagging Leaderboards for Community powered by Lithium Technologies 息 2007 Dell | About Dell | Terms of Sale | Unresolved Issues | Privacy | Contact | Site Map The Dell Community has contributed: 10198 ideas | promoted 690301 times | 79592 comments
  • 7. 7 See it first. Your Stories. No Boundaries. You won't believe what people are uploading. 171,400 videos, 1,500 last month
  • 8. 8 Who knows what social media is?
  • 9. 9 Who knows what social media is?
  • 12. 12
  • 13. 13
  • 14. 14 Cash on hand, at June 30, 2008 - $71,670,324 Unpaid campaign debts, at June 30, 2008 - $890,921 Contributions, net total to June 30, 2008 - $337,990,555 Contributions for Jan 2008 - $32 million Contributions for Feb 2008 - $55 million Contributons for Mar 2008 - $41 million Contributions for Apr 2008 - $31 million Contributions for May 2008 - $22 million Contributions for June 2008 - $50 million
  • 15. 15 OASIS A sound methodology for designing, launching and managing social media projects.
  • 16. 16 OASIS Objectives Audience Strategy Implementation Sustainment
  • 17. 10 Objectives The 鍖rst step is deciding what you want Create a S.M.A.R.T*. Objective (or two) Make sure your objective contributes to at least one organizational objective *Speci鍖c, Measurable, Attainable, Relevant, Timed
  • 18. 18 Objectives - contd Internal and external stakeholder consultation Marketing and communications Operations Support and service Objectives need to be measurable, link measurement to success metrics.
  • 19. 19 Audience This is critical Who are you connecting to? What role will they play? Online behaviour is not real life
  • 20. 14 Audience - contd Determine from your available resources how you will... segment your audience, and; discover their online characteristics
  • 21. 17 Audience - contd What capabilities and behaviours do they have: Lurkers? Contributors? Creators? Hunter/gatherers? Use mobile? Web-only? What sites do they visit? What do they look for?
  • 22. 19 Audience - contd Use any recent existing research available Conduct secondary audience research to verify and validate Conduct primary audience research, if possible Research all online conversations
  • 23. 20 Example Primary Audience: Drivers license holders, aged 18-30, live in towns and cities across province, travel 2-3 times per day via car or truck, generally tech-savvy and participatory online, high use of mobile devices, likely to have a pro鍖le in one or more social networks, high consumers of video, etc
  • 24. 24 Audiences in general NA Watch Join Organize Criticize Create 10% 25% 16% 5 basic behaviours 6% 13% 30% 35-44 year old in US. Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com. Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews) Join - Maintain an on-line pro鍖le somewhere Organize - Use RSS, tag photos, DIGG/Del.ic.ious
  • 25. 25 Audience 35-44 year old in US. Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com. Watch - read/watch.listen to social media (blogs, video, forums, ratings, reviews) Join - Maintain an on-line pro鍖le somewhere Organize - Use RSS, tag photos, DIGG/Del.ic.ious
  • 26. 26 Audiences in general Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com. Blue Bars indicate the percentage of the selected demographic that are in each Social Technographics group. The white marks indicate the same percentages for the whole population of the country selected. The index indicates how the demographic compares to the population a score of 100 means the demographic is the same as the population average.
  • 27. 27 Audiences in general Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com.
  • 28. 28 Audiences in general Data from Forrester Research Technographics速 surveys, 2007. For further details on the Social Technographics pro鍖le, see groundswell.forrester.com.
  • 29. 29 Strategy How will you engage your audience? Who gives, who gets? How will they engage each other? What are they looking for from each other? How will this meet your goals? What are you looking for? Simple travel widget Complex network of contributors with many actors, links and outcomes
  • 30. 30 Strategy Simple travel widget Complex network of contributors with many actors, links and outcomes
  • 31. 24 Implementation Before you pick a tool, pick a type of tool: Should we be blogging? Host a discussion forum? Create videos? Join a social network? Replicate content?
  • 32. 32 Implementation - contd It will be a waste of time using any tool, if your audience does not use it, too. Thats why your audience research is so important. (Image source: Robert Scoble & Darren Barefoot)
  • 33. 33 Sustainment Youve launched, now what? Plan for the end, or not Monitor, and measure What if it goes wrong? What if it goes right?
  • 34. 33 Sustainment - contd OASIS You are the host Treat everyone like a guest Interact, gauge reaction, ask questions, give honest answers. Listen. Provide. Nurture, measure, adjust Results not what you want? Do things differently. Results are good? Do more of the same!
  • 35. 35 Key Points Start with objectives Know your audience Measure, and monitor Get leadership on-side Look before you leap!
  • 37. 37 Example1 - Objectives Assign priorities to road repairs
  • 38. 38 Example1 - Audience Drivers motivated by better roads Cell Phones Websites DOT wants to be effective Websites Repair crews want direction No on-line usage
  • 39. 39 Example1 - Strategy Geotag potholes Rank them Tell DOT Fix them
  • 40. 40 Example1 - Implementation Smartphone Geocoded content Photo site Presentation Vote/rank Communicate priorities and location Fix them
  • 42. 42 Example1 - Implementation - contd 1 2 3 Rank Tag Tell
  • 43. 43
  • 44. 44 Example1 - Implementation - contd Rank Tag Tell