SUMMERACADEMY

TheOpeningUpSummerAcademyonSocialMediafortrainersinlocalandregionalgovernments

Groningen

27-30May2013

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SummeracademyForsocialmediatrainersinlocalandregionalgovernments

Groningen/27-30May2013

ContentsDay1:Discovery......................................................................................................................................3

DaviedvanBerlo.................................................................................................................................3

About...............................................................................................................................................3

Notes...............................................................................................................................................3

FrankWillems......................................................................................................................................4

Notes...............................................................................................................................................4

Assignment..........................................................................................................................................4

Internalanalysis..............................................................................................................................4

Externalanalysis..............................................................................................................................5

Leiedal.............................................................................................................................................5

Day2:Strategyandtactics......................................................................................................................7

Introduction........................................................................................................................................7

Whatareyourexpectations?..........................................................................................................7

Whohasasocialmediastrategy?...................................................................................................7

Whatisthesentimenttowardssocialmediainyourorganisation?...............................................7

Figuresaboutsocialmedia..................................................................................................................7

EuTop..............................................................................................................................................7

Logintime........................................................................................................................................7

weGovernmentmodelonPerspectives..............................................................................................8

Targetaudience...................................................................................................................................9

Socialmediaphasing...........................................................................................................................9

Campaign.........................................................................................................................................9

Contentstrategy..............................................................................................................................9

Webcaretools.................................................................................................................................9

Traffic..............................................................................................................................................9

Assignment:casestudy.....................................................................................................................10

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Recruitment...................................................................................................................................11

Labourmarket...............................................................................................................................11

Educationandbusiness.................................................................................................................12

Feedback.......................................................................................................................................13

Day3:Implementation..........................................................................................................................15

GerrieSmits.......................................................................................................................................15

Introduction..................................................................................................................................15

Tools..............................................................................................................................................15

Content..........................................................................................................................................15

Case...............................................................................................................................................16

ErikDrenth&MariekeHellevoort.....................................................................................................16

Strengtheningandbroadeningparticipation................................................................................16

Assignment........................................................................................................................................17

CRM...................................................................................................................................................18

Assignment........................................................................................................................................18

#IGKortrijk.....................................................................................................................................18

Day4:Governance................................................................................................................................19

RennieHooi.......................................................................................................................................19

Maximizecommunicationbenefits...............................................................................................19

5E’sinSocialMediastrategy........................................................................................................19

Governance...................................................................................................................................19

Dashboard.....................................................................................................................................19

CornéKox..........................................................................................................................................19

Monitoring....................................................................................................................................19

Tools..............................................................................................................................................19

How-to...........................................................................................................................................20

ErwindeBoer....................................................................................................................................20

ProjectX–Haren...........................................................................................................................20

RenskeStumpel.................................................................................................................................20

Pilotwebmonitoring......................................................................................................................20

Assignment........................................................................................................................................21

Randian6.......................................................................................................................................21

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Day1:Discovery

DaviedvanBerlo

About• @Davied• Davied.nl• Ambtenaar2.0• Wij,deoverheid

Notes• Newinfrastructureànewplatform• Bureaucracy>Hierarchy>Organisation• Socialmediaforcollaboration(cloud)

o Informationinthecentre,otherscollaborate

o Googledocso Dropbox

• Subjectiscentre,nottheorganisationo Societalproblemo Dossiero Caseo Companyo Citizeno Patient

• Networksocietyo Individuals:humano Networks:co-creation,common

goalo Platforms:co-creation,

connectionso Strategicpolicydocument

• Workplaceo Amazon:Mechanicalturko Pleio:opensourcecollaborativeplatformforgovernmento Theworkplaceshallbesocialo Networkedgovernmento “Inthenetworksociety,theinfluenceofgovernmentorganizationsdecliningin

favourofnetworkedcollaboration,groupsinsocietyandindividualemployees.”• Participatorygovernance

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FrankWillems

Notes• Lean+Leadership+Socialmedia• SportvisVangstenRegistratie(SVR)• Grunnegerpower• Socialsourcing

o Crowdsourcingo Tribeso Co-creation

• Sixdegreesofseparationà4,74steps• Teamroles:Creators,critics,collectors,joiners,spectators,inactives

o InMapfacebookappo 90%lurkeso 9%intermittent

contributorso 1%creators

• Leano =systematicallydeveloping

peopleandcontinuousimprovingprocesses(valuestreams)tocreaterealcustomervalueandcreatesuccesswithrespectforpeopleandsustainableusageofresourcesbyeliminatingwaste

o Informationflowo Processflowo Time

Assignment

Internalanalysis• Hownetworkedisyourorganisation?

o Traditionalnetworking• Howisyourorganisationcultureandemployeereadiness

o Closedo Notready

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Externalanalysis• Whatorganisationaltrendsdoyousee?• Whatchangingrelationshipsisyourorganisationwitnessing?• Howsociallydigitalareyourtargetgroups?

LeiedalCurrentsituation

Open Networked IndividualInternal Transparentinfovia

intranetCollaborationwithcolleaguesviamail,personalandphone.WetriedYammer

Lackofdevices,notdigitalnative,noenergy/trusttoregister(notready)

External Website,offeringinformation

Traditionalanddigital:Letters,newsletters,ARK:addressesRegionKortrijk

Empowercitizens

Intergovernmental DemandforOpenData Demandfornewmediaonmunicipalwebsites

Think:Barriers

Opportunities

Open Networked IndividualInternal ++ O External + +++

Feedbackofcitizensthroughsocialmedia

Intergovernmental

Think:Customervalue

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•Notalwaysconnected•Lackofdevices•Politicalinfluence

•Participation

•Fixedprocesses•Culturalreluctance

•Yammer•Intranet

Strengths Weaknesses

ThreatsOpportunities

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Day2:Strategyandtactics

Introduction

Whatareyourexpectations?1) how to implement theories, concepts,... in my own

organisation? 2) How to make the right choices in developing a strategy and

tactical decisions? 3) How to persuade civil servants to use social media?

Whohasasocialmediastrategy? Most don’t have a strategy, but do have rules about the use of social media. Some see social media as a communication channel, a part of the channel strategy.

Whatisthesentimenttowardssocialmediainyourorganisation?It’s about trust, the added value of social media, bottom-up persuasion (board of directors).

Figuresaboutsocialmedia• 51% follow brands/pages • 57% want info/invites about

events • 80% want to co-create

(feedback) • Less then 10% negative comments • 16% FB > 55y • 35y-54y largest group

EuTop1) Russia 2) Poland 3) UK 4) Netherlands 5) Italy

1) Facebook 2) Google+ 3) Twitter 4) Vkontakte 5) Linkedin

Logintime• 37minFB• 23minTwitter• >60%dailylogin

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weGovernmentmodelonPerspectives

1. Publishingdataonyourownplatformàeditoràinformation Message-driven Reliability

Accountability2. ReachouttoexternalplatformsCommunicationprofessionalsdothis.

àmarketeeràengagement Targetgroup(click-throughrate)

ReachBranding

3. …àconductoràparticipation4. …àinteraction

4

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3

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Targetaudience• DNA• Socialprofiler• Letthemfillinaform

Socialmediaphasing

Campaign

Contentstrategy1. Consult2. Review3. Select4. Classify:FBEdgerank:only16%ofyour

fansseeyourupdatesintheirtimeline5. Edit6. Publish7. Distribute8. Monitor9. Respond

Webcaretools1. Hootsuite2. Obi4wan3. Zendesk

a. Ticketing:workflowforcustomerservicesb. Zendeskisticketingforsocialmedia

4. Engagor5. Measure:IPMmanagementforsocial

media

Traffic• Push&pullstrategy• Seduce,don’tpersuade• Deathbyhyperlink• How-to-video’s

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Assignment:casestudy

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Recruitment

Labourmarket

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Educationandbusiness

Goal:betterrelationsstudents-business

Importance:

• workingonreallifeproblemsàbettereducated&motivatedstudents.• Studentsbuildportfolio.• Companiesgetsolutionsforreallifeproblems• Universityseeswhicharetherealthemesandtopicsinthemarket

Peergroup

Instruments

• Onlineportfolios• Onlinemarketplace• (Peer)assesments/rankings• Hackatons

LinkedIn?PathBrite?SpingPath?Google(docs,hangouts,blogenz)

Measure

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• Likes,views,members• Rankings,reviews,• Growth

Succes

• EngageinanexistingplatformlikelinkedIn.Thereareplentyofjobs.• Searchforfunding,theyhavetopaytogetaccesstothedatabaseoftheyoung&talented

Feedback

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OttoThors:

FacebookGroup:

• Reachislower• Involvementishigh,it’smore

participation

FacebookPage:

• Reachishigher• Involvementislow:it’sabout

fans

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Day3:Implementation

GerrieSmits

Introduction• Let’snotreinventthewheel

“Thebadartistsimitate,thegreatartistssteal”PabloPicassoBanksy

• Getoutofyourcomfortzone“Ifeverythingseemsundercontrol,you’renotgoingfastenough”MarioAndretti

• Twitterisaninterestnetwork,notasocialnetwork–Dutchalwaysthinktheyhavesomethinginterestingtosay

Tools• Hootsuite:

o Useschedulingtoolso planahead

• Wemakeacontentplano Zapiero Trello.com

• Measureidealpostingtimeo Edgeranko Tweriodo Tossr

• Socialmention• Obi4wan• Engagor• Icerocket• Topsy

Content• POSTmodel• What’syourweaponofchoice?DoyouhavemorefollowersonTwitter,thanfriendson

Facebook?• Whattriggersyourcontent?

o Me,me,meo Storiesfrompartnerso Currentnews,stuffthatcouldbeofinteresttoyouraudienceo Acallforinteractiono Inspiredbymonitoring

• Animageisworth…o Showwhatyouwanttotell

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• How?o Speaklikeahuman.Giveyourorganisationasocialmediavoice,reactonFBlikea

human,giveyourorganisationafictivepersonality?o Empathize

Case

ErikDrenth&MariekeHellevoort

Strengtheningandbroadeningparticipation• Fromparticipation

o Tocommonownership

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o Toownershipofthecommons• Society2.0

o It’saboutinteraction• Webcare

o 90%isclientcontactcentrewithquestionsofthecitizensontwiterandfacebook

AssignmentNoassignment!

Identifyimprovements

IswearthatbytheendofJuneIwill…

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CRM• Youcan’tignoresocialmediaasanorganisation• Itcreatesstrongrelationships:storyoftwitterresponsebycityofAntwerpon21h20on

Friday• Itcancreatecontent• Alsoonlessactivesocialmediachannels• Decisiontree:sameacrosstheorganisation?• IntegrateconversationsintoCRM?

Assignment

#IGKortrijk• Instagram• 50videowallsacrossthetown• ISSUU• PicturesautomaticallyonFBwall• Proposaltohaveacontestonthebestphoto

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Day4:Governance

RennieHooi

Maximizecommunicationbenefits• Commit• Keepitpersonal• Reachout• Recruitvolunteerswithinorganisationandambassadorsoutsideorganisation• Promoteevents

5E’sinSocialMediastrategy• Explore

o Channelso Monitoringo dashboards

• Entero Useandimprove

• Engageo Answerquestions

• Energize• Experience

GovernanceReachabroaderaudienceviainternet

Dashboard• Costperchannel

CornéKox

Monitoring• Forfiltering,thehumanfactorcomesintoplay

o Ex.HanzeanduniversityGroningeno Importanceofemotions(positive/negative)

• Measuring• Qualityoftweets

o Useofhashtagsandmentionso BooleanOperators(and,or,not)

• Webcare

Tools• Hootsuite• Twentyfeet

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• Peerindex• Radian6• Socialmention• socialpointer

How-to• hashtags• keywords• competitors• whatNOT

ErwindeBoer

ProjectX–Haren

Socialmedia

platforms

à informationretrievaltools

à dataprocessing

à dashboard

Makealist AlleSMMtools.xlsx

1. Listen2. Measure,analyse,understand3. SocialSRM&targeting

RenskeStumpel

Pilotwebmonitoring• Gettingpeopleinvolved• Obi4one

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AssignmentWithHootsuitefremium,youonlysee10%ofthefirehouse.Youhavetopaytoseeallthetraffic.

Randian6• Profile:summeracademy