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Social Media Strategy in the Public Sector
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#SCW2016
STRATEGY - the practice of figuring out the best way to get from here to there
Strategy
Tactics
Review
Reference group
Actionable tracks
Interviews
Content strategy
Training & leaning
Competitors
Analysis Data & insights
Business objectives
Recommendations
Core messages
Baseline
SOCIAL MEDIA STRATEGY PROCESS
Content activation
Strategy
Tactics
Review
Reference group
Actionable tracks
Interviews
Content strategy
Training & leaning
Competitors
Analysis Data & insights
Business objectives
Recommendations
Core messages
Baseline
Content activation
Governance
Culture
Organisation
The people
Special “public sphere” treatment
taking good care…
Strategy
Tactics
Review
Reference group
Actionable tracks
Interviews
Content strategy
Training & leaning
Competitors
Analysis Data & insights
Business objectives
Recommendations
Core messages
Baseline
Content activation
Governance
Culture
Organisation
The people
How you want it to be
Strategy
Tactics
Review
Reference group
Actionable tracks
Interviews
Content strategy
Training & leaning
Competitors
Analysis Data & insights
Business objectives
Recommendations
Core messages
Baseline
Content activation
Governance
Culture
Organisation
The people
…and the reality!
“Why should i care about my water and heating supplier?”
STRATEGY PLAYBOOK
GUIDELINES
Hofor: a “silo” organisation
Customer Service
Water supply
Gas supply
District heating
Commu-
Wind & energy
The role of social media in a utility
Customer Water
supply
Gas supply
District heating
Commu-nication
Wind & energy
Social media
Stand alone actions Coordinated and systematic
Before and After: Aligning Social Initiatives
HOFOR
•“Den sociale organisation”: Svagt skel mellem intern og ekstern brug
•Adoptering af sociale medieresultater i ledelsens beslutninger
•Kunder og omverden aktive medskabere af brandet
•Interne teams under positivt pres for medindflydelse
•Alle fra bund til direktion bidrager aktivt til social værdiskabelse
•Omnichannel med social som driver for vækst og fastholdelse
•Målrettet indsats for monitorering og aktivering af målgrupper
•Dialog med kunder og community søges aktivt
•Indhold skabes af hele organisationen —> social first
•Program for KPI-måling
•Team aktiv medspiller i alle faser af organisationens drift
•Tværsektoral organisering og vidensdeling i team
•Samlet brand skaber værdi gennem koordinerede initativer
•Strategisk retning skaber forankring i teams.
•Overvågning og effektmåling bidrager til produkt-forbedringer.
•Erfaringer og resultater spredes opad i org.
•Initiativer hos få ildsjæle •Funktionel adskillelse mellem afdelingers brug
•Kampagner håndteres isoleret
•Ingen eller lidt strategi eller planlægning
•Ressourcer allokeres ad hoc
Consolidating Transforming Core businessExperimenting
Social media Maturity ladder
Key results
Acute crashes
5 strategic tracks
Branding & campaigns
Project communication
Energy counseling
Customer service
Channel strategy
KPI’s & Metrics
Change in focus
From inside-out To outside-in
5 take-aways
Handling stakeholders come before content…
‣ Political organisations need special treats
‣ Knowing the unknown agenda‣ Building relations to key influencers‣ Ambassador programme
Assembling a “Reference Group”
‣ Interviews and workshop participants
‣ Empowerment and inclusion‣ Continuous feedback‣ Common feeling of ownership
CEO and Leadership as Ambassadors
Customer Service + Social Media = Front Desk
‣ Deep links between the two silos‣ System integration and policies‣ Part of customer experience team
Strategy rolling out in agile phases
Strategy Integration Anchoring
‣ Rasmus Ellegaard Haukrogh ‣ Founder ⎪ Senior Social Media Strategist ‣ +45 9397 5334 ‣ [email protected] ‣ @rasmushaukrogh
‣ Social media strategy ‣ Playbooks ‣ Guidelines & recommendations ‣ Content & activation ‣ Facilitation and learning
THANKS! FEEL FREE TO REACH OUT!
?@rasmushaukrogh
#SCW2016