Morten Meyerhoff Nielsen

Nationaal Congres Digitale Overheid, Amsterdam (NL)

14 May 2014

SOCIAL MEDIA DO’S AND DON’TS:

Northern highlights

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BACKGROUND

WEB2.0 AND SOCIAL MEDIA…

any online technology or tools through which users can socially interact as both consumers and co-producers

Communicate Funnels Feedback loops

Facebook connects, Twitter coordinates, WordPress

debates, and YouTube shows you the result

THE TOOLS – WEB2.0

Social and professional networks

Examples: Facebook, MySpace, LinkedIn and Twitter.

Social and professional platforms

Examples: Wikis like MediaWike, DokuWiki, TikiWiki, Google page wiki; blogs like Wordpress or Blogger and collaborative office solutions as digitaliser.dk, Debategraph, Teamwork or Work Spot.

Social publication

Examples: YouTube, Flicker, SlideShare, RSS feeds and Twitter.

Social and professional feedback

Examples: Vote and debate borger.dk or Debategraph, rating and commenting on Facebook, gov.uk or digitaliser.dk, surveys as survey monkey, pirate survey, free online surveys, blogs, wikis, Wikipedia's article feedback tool, various public solutions etc.

NB: Tools may provide one or more of the above functionalities

THE TOOLS – WEB2.0

[S] earch Finding information through keyword search.[L] inks Connecting information into a meaningful information

ecosystem using the world wide web model and providing low-barrier social tools such as Facebook, Twitter and the like.

[A] uthoring Ability to create and update content leads to the collaborative work of many rather than just a few web authors. In wikis, users may extend, undo and redo each other's work, while blogs, posts and the comments of individuals build up over time.

[T] ags Categorisation of content by users adding short descriptions to facilitate searches without dependence on pre-made categories. Collections of tags created by many users within a single system are often referred to as "folksonomies" ie, folk taxonomies.

[E] xtension Software making the web an application platform as well as a document server.

[S] ignals Use of syndication technology such as RSS feeds to notify users of content changes.

Source: Andrew McAfee, SLATES abbreviation (Lancione, E, Meyerhoff Nielsen & Archmann, S, 2010)

THE PROS AND CONS

Pros Cons 

Creates space for dialogue Pushes you closer to the public Can build credibility and trust Opportunities for third-party

syndication and support Viral distribution Cost-effective Better understanding of public

opinion Real time monitoring Time to get information out is greatly

reduced Can become core part of your

communications strategy and central hub for engagement and dissemination

 

Etiquette and protocols are different to other media

Reputational risks if not authentic, honest and transparent

Must be perceived as relevant to audience, not self

Requires carefully tailored content Potential to move rapidly and beyond

your control Recruitment is hard to predict and

there is no guarantee productive dialogue will occur

Social media are not short cuts to efficacy and principles of good communication still apply

SOCIAL MEDIA IS AN OPPORTUNITY TO…

• create a communication channel for citizen access to government and decision-makers ie 24/7 access to government and decision-makers via social media, platforms and networks

• create a dialogue between government and citizens ie communication, transparency, informed and consultative decision making

• increase mutual understanding of policy and service delivery issues, a shared understanding of everyday citizen concerns ie constructive dialogue strengthening mutual understanding and decision making, risks and opportunities, service design and accessibility etc.

THE USE OF SOCIAL MEDIA HAVE BENEFITS FOR…

GOVERNMENT:

• Management of brand, advocacy and reputation

• Transparency / openness

• Insight to public opinion

• Reach / awareness (viral amplification)

• Low cost communications

• Performance, eg penetration, traffic on and conversion of channels

CITIZENS:

• Part of an active user community

• Opportunity to share / provide feedback, ie empowerment

• Ask specific questions related to their personal circumstances

• Better informed

• Aimed at quality and participation

• Using the virtual infrastructure:

- Mobile technology

- Open data

- Cloud computing

- Web2.0 and social media

• Shift to demand orientation and interaction

• Citizen as an active co-producer

OPPORTUNITY FOR COLLABORATIVE GOVERNANCE

Source: Matt Poelmans, 2012

WEB2.0 AS A MARKETING TOOL CAN HELP WITH….

take-up services

ie net new customers, increased frequency of transactions, promo exposure, increased yield, product penetration

customer support

ie provide immediate feedback and response, positive impact in public forum, cost reduction

public relations

ie online reputation management, improved brand image via the social web

Source: Social Media: Business measurement, Olivier Alain Blanchard, 2011

WEB2.0 AS A MARKETING TOOL CAN HELP WITH...customer loyalty

ie increased interactions, better quality of interactions, deeper relationship with brand, increased trust in brand, increased mindshare of brand, greater values alignment

business intelligence

ie know behaviour and patters

human resources

ie more effective recruiting, online monitoring of employee behavior (risk management)

Source: Social Media: Business measurement, Olivier Alain Blanchard, 2011

EXAMPLES

EESTI.EE PORTAL CAMPAIGNMULTI-CHANNEL CAMPAIGN AND CLEAR CORPORTE IDENTITY

Multiple channels

eg web, facebook, video, shopping centres, flyers, etc.

Clear corporate identity

ie use of logo, common look-and-feel

Targeted

ie channels, tools and style targeted to specific audiences

On message

ie what do we do and why

• Web - www.eesti.ee• Facebook - www.facebook.com/eesti.ee• TV ad (portal) - http://goo.gl/3B76v• TV ad (drivers licence) - http://goo.gl/T7yQT• Video guide (MyData) - http://goo.gl/OzB7U

10. apr 2023

14

@SWEDENTWEETING ON SWEDEN, ONE PERSON PER WEEK

• Twitter – https://twitter.com/sweden

Twitter 13/05/2014• 85,200 tweets• 2,365 following• 68,400 followers

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VISIT NORWAYONLINE PROMOTION WITH CLEAR IDENTITY AND HIGH IMPACT

• Web – www.visitnorway.com• Facebook – www.facebook.com/visitnorway.dk• Twitter – https://twitter.com/visitnorway• YouTube –

www.youtube.com/user/Visitnorwaydk• Flickr –

www.flickr.com/groups/visitnorway/pool/#• Instagram – http://bit.ly/SUB0v8

Facebook 13/05/2014• 625,030 likes• 42,330 talking about this• 404 were here

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DEBATE & PARTICIPATORY BUDGETTING

SKL developed suite of social media tools incl.

• Debate

• Participatory design

• etc.

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SUBMIT YOUR IDEA AND CROWD SOURCINGCO-CREATION AND ALTERNATIVE FUNDING

• Submit your idea – https://betrireykjavik.is• Open ministry - http://openministry.info• Crowd culture – www.crowdculture.se

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DEFENCE FORCESATTRACT RECRUITS, BE WHERE THEY ARE

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POLICE ON SOCIAL MEDIAUSER-ENGAGEMENT, PUSHING INFORMATION

Danish police• Web - www.politi.dk• Facebook - www.facebook.com/politi?fref=ts

Reykavik police• Web – www.lrh.is • Facebook – www.facebook.com/logreglan

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ARBETSFÖRMEDLINGEN (SE)ONLINE COMMUNICATION STRATEGY AND FEEDBACK LOOPS

• Web –

• Web – www.arbetsformedlingen.se

• Facebook – www.facebook.com/Arbetsformedlingen

• YouTube – www.youtube.com/user/arbetsformedlingen

• LinkedIn – www.linkedin.com/company/arbetsformedlingen

Facebook chat 8-16:00 daily. Sections for job seekers and employers. 14/05/2014

• 16,432 likes

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FÖRSÄKRINGSKASSENCHANNEL STRATEGY GONE INTERNATIONAL

Försäkringskassen• Web - www.forsakringskassan.se• Contacts –

www.forsakringskassan.se/kontakt• Facebook –

www.facebook.com/Fklanguages

GLADSAXE WEB AND FACEBOOK INITIATIVEMULTI-CHANNEL MESH-UP OF CONTENT AND SERVICES

Multiple channels and toolseg web, facebook, one-stop-shops, libaries, the

same content pushed through different channels

Clear corporate identityie use of logo, common look-and-feel

Targeted

ie is present where citizens are

On message

ie what the municipality offer you, eServices,

events etc

• Web - www.gladsaxe.dk

• Facebook - www.facebook.com/gladsaxekommune

• Likes – 3,055 29/10/2013 (1,422 31/5/2012)

• Population – 64,929

• Like/population – 4.71% (2.19 %)

MEASURE RESULTS

RESULTS REQURE PLANNING,

SEE THE PATTERN, FUNNELS ARE GOOD...

Source: Social Media: Business measurement, Olivier Alain Blanchard, 2011

SOCIAL MEDIA IS NOT FREE, BUT CONVERSION IS GOLD…

Web2.0 and social media require:

• skilled people

• technology

• time and effort

As resources are limited:

• you do not need 1,000,000 followers

• you need 10 – 1,000,000 new customers!

resources equal

100%

of your budget

head countAdvertising

eMarketing

inbound call center

sales department

public relations

marketingIT

accounting

resources generate

100%

of your business

which buckets do we empty

to fill this new one?

funding for a new social media campaign does not magically appear

SENTIMENT EVALUATION, BUSINESSLINK.UK

• www.socialmention.com

”sentiment evaluation” is the consideration of mentions that are

generally positive, compared to those that are generally negative

overall reputation +/-

do we take part in the conversation?

Promoting the brand

Insight and transparency

Negative into positiv

SENTIMENTS, BUSINESSLINK.UK

Go to www.tweetreach.com

Type in your Twitter @name

Analyse performance in terms of:

• Activities

• Reach

• Exposure

NB: Think of how you can:

• Amplify your normal reach

• Promote your brand

• Turn a negative into a positive

SOCIAL MEDIA MEASUREMENT, TWITTER

Go to your Facebook page

Click on ”view insights”

Analyse performance in terms of:

• Likes

• Reach

• Engagement of users

NB: Think of how you can:

• Reach different user-segments

• Reuse existing web-content

• Gain insight for transformation

SOCIAL MEDIA MEASUREMENT, FACEBOOK

CONCLUSIONS

THE EXAMPLES ARE GOOD BECAUSE… …

a vision with clear goals, objectives and targets

a plan or strategy• tools

• rational

• value added

a target(s) group

a message(s)• promoting a product, service

or organisation

• benefits to the user

• value added for the user

• tone

THEY…

• … communicate, ie do not broadcast, but enters into a dialogue, focus on 2/3 communication and 1/3 technology.

• … funnel content and users, ie promote online services, personalise the service experience

• … have feedback loops in place, ie have a channel strategy and ensure the channels work together

Morten Meyerhoff NielsenMobile: +45 4078 7065

Mail: meyer@digst.dk

LinkedIn: mortenmeyerhoff

Twitter: @mortenmeyerhoff

Danish Agency for Digitisation

Landgreven 4, Postboks 2193

1017 København K

Denmark

www.digst.dk, www.borger.dk, http://arkitekturguiden.digitaliser.dk/godselvbetjening

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