2 day coursework outlines for Singapore DoD

Social Media

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

Strategic Social MediaEngagement for DoD and Government 2.0

Thursday, 3 September 2009

http://silkcharm.blogspot.com/


http://laurelpapworth.com/


mailto:[email protected]


Social Media


1. Intro to Content Networks








Social Media


Content Portal Diagram

Blogs

Wikis








Social Media


TEXT








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ExerciseWhat 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








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Facebook

RSS

Widgets

Social Bookmarking

Social Tagging








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Social Media


Facebook Viral Touchpoints

Mini-Feed

News-Feed

Requests/Invites

Notifications

Email

Shared Items

Profile Page App Discovery

Application Directory

Wall

Notes

and more








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POPULATION 4.84 MILLION








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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








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CHIEFINGREDIENT.COM








Social Media


ExerciseFIND 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?








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3. Conversation Networks








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Twitter

Forums

Instant Messaging

Voice

Stranger Networks








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REGMEDIA








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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








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Media Transformation & P.R.

Human Collaboration

Challenges for Public Affairs offices








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SINGEO


Social Media


NEA.GOV.SG








Social Media


ExerciseThink 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








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Tools Available

Navigating Social Media

Political Blogging

Engaging the civic community

Social Media Marketing for Gov

Success Stories








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Study88% 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








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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.








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








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6. Social Media and Sensitive Information








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Balance between Public Information and Safety

How social media can benefit your department

Countering inaccurate information








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ExerciseWhat social media guidelines do you have for your organisation?

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








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7. How to use Social Media in a Crisis








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Addressing misperception and misinformation

Maintaining a positive image

Tailoring your message

Speed is the key

Using advocacy groups to your advantage









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ExerciseWe 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?








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8. Integrating Social Media into Strategic Communications








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Designing integrated communications for specific target groups

Key online influences which affect campaigns

Enlisting online assistance








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SOCIAL SEARCH








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Key ComponentsListen, 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.








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9. How to Maximize your Social Media








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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 FeaturesTitle 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


ExerciseEach 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.








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10. Digital Journalism








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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








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IGOOGLE








Social Media


COMM215.WETPAINT.COM








http://comm215.wetpaint.com




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








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11. Developing A Master Plan for Your Social Media Strategy








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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








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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?








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BHC3








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12. A local Government case study








Social Media


Singapore Gov Funds Online Dating Site








Social Media


Spare Slides








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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.








Education

2 day coursework outlines for Singapore DoD