Social Media 101: Making Your Organization Social Media Friendly

Case Study:Public Health Agency of Canada

Presented at the Advanced Learning Institute Social Media for Government SummitMonday, February 9, 2009 www.digitalOttawa.ca

Who

Communication and marketing consultants with a passion for the Web since 1995. Working with public sector organizations such as...

o Canadian Heritageo Canadian Museum of Civilization Corporationo Canadian Museum of Natureo Canadian Security Intelligence Serviceo Elections Canadao Environment Canadao Foreign Affairs and International Tradeo Health Canadao Industry Canadao Justice Canadao Parks Canadao Public Health Agency of Canadao ...

Public Health Agency of Canada (PHAC)

New approach to federal leadership and collaboration with provinces and territories on efforts to renew the public health system in Canada and support a sustainable health care system.

Web 1.0 vs Web 2.0

Web 1.0• Eyeballs• Microsoft Encarta• Personal Web sites• CMS*• Directories• Instant Messenger

Web 2.0• Hands• Wikipedia• Blogging• Wikis• Tagging• Twitter

ONE WAYCONVERSATION

MULTI-WAYCONVERSATION

Social Media Buzz Words

Familiar with"RSS" and "podcasts"?

What about"micro-blogging"? (twitter)

Are yousocial bookmarking?

Why are you here?

Are you in communications / marketing?

IM or IT?

Manager / Executive?

What is Web 2.0 & Social Media

What does an organization do with “it”?

What we’re moving towards

1. participating in the conversation2. initiating conversation3. sharing content4. social media in “all” campaigns

Challenges for the public sector

• Risk adverse• Slow with change• Policies & processes• Information control• Human resources• Standards and guidelines• Technical infrastructure• Official languages• Governance• Security and legal aspects• …

a. participating in the conversation

a. participating in the conversation

b. initiating conversation

b. initiating conversation (social media release)

c. sharing content (aggregation)

c. sharing content (3rd parties)

d. social media in “all” campaigns

d. social media in “all” campaigns

How to get there

1. Needs Assessment

2. Educating

3. Planning

4. Implementing

5. Coaching

6. Evaluating

Back to > Needs Assessment

Why?

~2,000 years of One Way Communication

Web 2.0 + Social Media make Multi-Way possible

Why?

HUGE Social behavioral changes are happening!Expectations!!!• Improve Collaboration• Improve Communications• Increase Responsiveness• Increase Transparency• Increase Engagement

Accessible, Affordable and Effective

Why? Who runs the world in 5yrs?

Source: www.deloitte.com/dtt/article/0,1002,sid%3D2245%26cid%3D156096,00.html

Why? It’s HERE!!!

Questions?

Catch us @

www.digitalOttawa.cawww.comonlookandfeel.ca

Marquis Côtémarquis@digitalottawa.catwitter.com/marquiscote/

Jason Prinijason@digitalottawa.catwitter.com/jasonprini/

Examples – blogs

www.citizenvoices.gg.ca blog.privcom.gc.ca

Examples – bloggers UK

blogs.fco.gov.uk

Examples – PMO on YouTube

www.youtube.com/user/pmocpm

Examples – social marketing

www.flickoff.org www.abovetheinfluence.com

Examples – social marketing

www.stupid.ca www.thatguy.com