STRATEGIC SOCIAL MEDIA ENGAGEMENT FOR GOVERNMENTS (G057)

Complete List > Social Media

WHY SHOULD YOU ATTEND?

The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences — both external and internal. The world of one-way communication, of one source to many readers, viewers or listeners — is rapidly changing into a multi-facetted communications universe, where mass customization and increased relevancy are made possible.

To take advantage of the opportunities and deal with the challenges presented by this new universe, public sector organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This workshop, developed by the Centre of Excellence for Public Sector Marketing (CEPSM) and specifically tailored to the government environment, is designed to provide a practical, concrete approach to using social media. No prior experience is necessary.

WHAT WILL YOU LEARN?

• An understanding of the foundational elements of web 2.0, social media, government 2.0, and related terms
• The latest internet usage statistics and social media user segmentation
• The latest definitions, statistics and potential uses of blogs, microblogs, podcasts, wikis, etc…
• The crucial organizational culture changes that are required for widespread adoption
• How to set realistic digital engagement objectives that are aligned with your organizational strategy
• How to monitor social media channels to provide you with crucial business intelligence (hands-on training)
• How to drastically build up your web presence/digital footprint (i.e. dominate search results)
• How to establish relations with influential online content creators in your industry
• How to measure performance of your digital engagement activities
• How to mitigate potential risks and threats such as privacy and security of information
• How to leverage the wisdom of the crowd by “crowdsourcing” certain elements of your job
• How to save a considerable amount of money by using free, web-based applications
• How to improve the efficiency of your internal processes by using collaborative tools
• How to stay well ahead of the curve at all times through participation in relevant online  communities
• How others are working around and/or within various public sector policies and acts
• The latest examples of effective social media adoption in public sector organizations around the world
• How to develop a strategic framework for your next social media engagement initiative

WHAT WILL YOU TAKE AWAY?

• PDF copy of the Social Media Engagement Workbook
• PDF copy of the Social Media Engagement Presentation
• Participant workbook

FEDERAL GOVERNMENT COMPETENCY

• Thinking Things Through: Innovating through analysis and ideas
• http://www.tbs-sct.gc.ca/tal/kcl/ekl-eng.asp

AGENDA

This interactive workshop consists of:

• Day 1: Interactive presentation providing an up-to-date overview of the modern digital space and the opportunities within it relating to government.

• Day 2: Facilitated working session: The Social Media Engagement Plan Framework  – A 10 (+1) Step Hands-on approach using CEPSM’s exclusive Social Media Engagement Workbook. The purpose of the day 2 working session is to work with participants to fill out the blanks and questions that need to be addressed before an effective social media engagement plan can be written and implemented.  The CEPSM workbook/presentation format has been designed to allow for maximum interaction and productivity given the time constraint. After certain steps are presented, participants will be given a brief period to fill out the questions for that step or conduct the required hands-on tasks. A few of the steps are to be completed by participants on computers (strongly recommended on Day 2) as they require access to the internet.

The following 10 (+1) steps will be covered in the workbook.

• 0) Understand what you are up against and set context
• 1) Set social media engagement goals
• 2) Know your audience
• 3) Conduct a digital presence audit
• 4) Conduct an environmental scan
• 5) Set SMART social media engagement objectives
• 6) Determine your strategy for each objective
• 7) Determine your tactics for each strategy
• 8) Develop a social media guidelines and governance document
• 9) Develop a high-level implementation plan and budget
• 10) Continually evaluate and adjust

At the end of this process, workshop participants will have a solid social media engagement framework that will allow them to move forward with their initiative. A major advantage of using social media channels to engage with target audiences (and existing clients) is the fact that most tools and applications are free. As a result, tremendous cost-savings can be achieved. CEPSM’s own participation and engagement with the social media community provides it with access to all the latest social media monitoring tools and custom applications as they are released. All the tools used throughout the workbook and presentation can be easily obtained by participants at no charge unless otherwise noted.

This 2-day workshop format is ideally limited to 20 participants . No prior experience is necessary. Unless otherwise noted, participants will be provided with computers on Day 2 for hands-on training activities.

Agenda Day 1
8:45 - 9:00	Introductions and Workshop Overview
9:00 - 10:00	Internet and Web 2.0 Overview  Definitions of Web 2.0, Government 2.0, Social Media, etc…  General Canadian Internet and Social Media Statistics Specific Segment Statistics and the Federal Government Context
10:00 - 10:15	Break
10:15 - 11:30	Social Media Tools and Applications Explained How to differentiate between tools and concepts RSS, Blogs, Social Networks, Microblogs/Twitter, Wikis, Social Bookmarking, Podcasting, Web Widgets, Mashups, Virtual Worlds
11:30 - 12:30	Fundamental Requirements for a Web 2.0 Mindset Why this is not just another bubble Explanation of concepts such as the free economy, the long tail, crowd-sourcing, mass collaboration, wisdom of the crowd, and democratization of the web
12:30 - 13:30	Lunch
13:30 - 15:00	Government 2.0 : The Current State of Web 2.0 in the Public Sector Current Federal, Provincial and Municipal Government Experiences Barriers and Challenges Success Stories
15:00 - 15:15	Break
15:15 - 16:15	Introduction to the Strategic Framework: Understand what you are up against Key Questions: Do key senior stakeholders, as well as everyone involved in the initiative have at least a high-level understanding of the current digital landscape?
16:15 - 16:30	Day One Review and Wrap-up

Agenda Day 2
8:45 - 9:15	Review of Day One – Qs and As
9:15 - 10:15	Step 1: Set social media engagement goals Key Question: What are your main social media engagement goals?
10:15 - 10:30	Break
10:30 - 12:15	Step 2: Know your audience Key Questions: Who is your social media engagement target audience? Step 3: Conduct a digital presence audit Key Questions: What keywords should you be monitoring? Who is competing with you for attention? What is the level of social media discussion surrounding your brand vs. your topic area? How are people using these channels surrounding your issue? Step 4: Conduct an environmental scan Key Questions: What are some internal strengths and weaknesses that could affect the outcome of your social media engagement initiative? What are some external opportunities and threats that could affect the outcome of your social media engagement initiative? What political, environmental, social, and technological trends could affect the outcome of your social media engagement initiative?
12:15 - 13:15	Lunch
13:15 - 14:45	Step 5: Set SMART social media engagement objectives Being SMART: Specific, Measurable, Achievable, Relevant, Time-based. Pick one of your initial goals. What are your corresponding objectives? Step 6: Determine your strategy for each objective Key Question: Pick one of your initial objectives. What are your corresponding strategies? Step 7: Determine your tactics for each strategy Key Questions: Pick one of your initial strategies. What are your corresponding tactics? Step 8: Develop a social media guidelines and governance document Key Questions: What are some of your existing applicable policies and acts from which you can derive content from? Who within your organization could potentially serve as the first "official" empowered account manager?
14:45 - 15:00	Break
15:00 - 16:00	Step 9: Develop a high-level implementation plan and budget Key Question: Can you arrange three of your tactics into a high-level implementation plan template? Step 10: Continually evaluate and adjust
16:00 - 16:30	Wrap-up and Workshop Evaluation Participants will complete a short evaluation