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January 2010
Dr. Gurprit S. KindraUniversity of [email protected]
Good Governance ThroughCommunications and Social
Media
Agenda for Today Introductions
Who am I?
Why are we here?
Marketing today
How communications fits into marketing?
Social media as an important tool of communication
How social media fits in with the mission of IGS and
also create organizational awareness and legitimacy
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Marketing: the Ultimate
Challenge Trivia
What covers approx. 80% ofthe Earth?
What costs more per gallonthan gasoline?
What flourishing industry hassales greater than $4 billionper year?
Why do people drink water?
Is water a commodity?
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Communication
Followup Service
WarrantyDelivery
What Do People Buy
Packaging
FeaturesQuality
Brand Name
Core Benefitor Service
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Realities of Today
Information Clutter
New business models
Citizen activism and global dialogue
Competing through: Knowledge and dialogue
Windows everywhere: Internet based life andwork
Globalization and instant communications:social media
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Developing Relations with Target
Markets is Critical
Forming strong bonds:
Conducting Dialogue..real time feedbackconsultations, integrated communications,and market research.
Creating Knowledge; e.g.?
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StrategicMarketing
Program Level Marketing
Branding
andPositioning
Setting
Objectivesand Goals
Strategiesand Portfolio
Analysis
Defining theMission
Organizational Marketing
The Big Picture
Program LevelMarketing
Program
Marketing andFunctional
Strategies
Elements of a Program Level
Marketing Plan
TargetMarket
MarketingMix
Time RelatedDetails and Control
Procedures
Marketing Strategy
OtherMarketing
Plans
MarketingPlan
MarketingProgram
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Elements of Marketing Mix arechanging.
Product/ServiceContent, Context, Infrastructure, Branding
PricePerceived Value, Dynamic, Auctionsgovts. too!
CommunicationsDialogue, Buzz Marketing, Co-Promotion, Social
Media
DistributionNetworks, Alliances, Partnerships
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Six Steps to marketing planning
Your Vision, Mission, and Objectives
Environmental analysis
Identifying and understanding your targetgroup(s)
Positioning and branding
Promote and dialogue (communication)
Market research and program control.
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Microsofts Vision
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To put a computer on a desktop inevery home. (1980).
To empower people with greatsoftware anywhere, onany device, (1995).
To help people and businesses throughoutthe world to fully realizetheir potential (2009).
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Institute of GovernanceStudies: Vision and Mission
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Mission: To identify, promote, and support anaccountable, equitable, effective,transparent, and citizen friendlygovernment in BangladeshandSouth Asia.
Vision: Bringing Values to public life.
Organizational Positioning andBranding
What is positioning how we want to be seen bystakeholders in terms of what we do and whatour image represents
What is country branding an active campaignto establish an awareness of the country, itsname, its desired positioning and image, and to
create positive affect for the country
Common Country Positions
a) Trustworthy (reliable and honest)b) Popular (well-known, good reputation)c) Humanitarian (responsible, cares about people)d) Militaristic (powerful, gets things done)e) Innovative (new ideas, creative)f) Traditional (positive heritage)g) Practical (efficient, does not waste)
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Positioning Map
Luxury
Un-cool Cool
Economy
Ferrari F430 Rolls Royce Phantom
Hyundai Accent
Honda Accord
Toyota CamryFord Fusion
Mazda3
Mercedes S Class
Cadillac CTS
BMW 3 Series
Honda Civic
Lexus GS 300
BMW 7 Series
Honda Fit
Hyundai Azera
Toyota Yaris
= Ideal Brand
Concept
Smart car
CIDAs Portfolio Analysis
High
Medium
Medium
Low
Low
High
Recipient Country Attractiveness
CanadasS
trengths
CanadasStrengths1. Private sector2. Specialization3. Political
priorities4. Donor
partnerships5. IFI requests6. Impact on local
business7. Technology
Position8. Strengths/
Weaknesses9. Image10.Pollution control11.People
RCAttractiveness1. Impact assessment2. Likely to benefit?3. Sustainability4. Impact on private
sector5. Technical Role6. Social impact7. Environment impact8. Political impact
= No Growth
= Borderline
= Growth
Afghanistan
Bangladesh
SBU 3:CHINA?
SBU 4Romania
Promotion and Communications(ie. Dialogue)
TRADITIONAL
Public Relations
Publicity
Sales promotion
Advertising
Personal selling
NON-TRADITIONAL
Telemarketing/faxes
Product placements
Buzz, viral, connected
Phone messaging
Infomercials
Social Media and the
internet
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The Internet: web 1.0(Information and
Communication)
Knowledgeand
Dialogue
Post 2004, Web 2.0:
Participation and Dialogue
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So whats social media?
Social media is media designed to bedisseminated through social interaction, createdusing highly accessible and scalable publishingtechniques. Social media uses Internet and web-based technologies to transform broadcast mediamonologues (one to many) into social mediadialogues (many to many). It supports thedemocratization of knowledge and information,transforming people from content consumers intocontent producers.
Sharing Your Message ThroughSocial Networks
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Blogger - FREE
A Blog is a Journal.
Blogging tells a story.
Allowing comments is optional.
Commenting promotes trust andcommunicates openness.
Blogs can contain photos or videos.
Blogs can include links to FB orother sites.
Readers feel involved, connected
Facebook - FREE
Facebook is a Social Network
Post your status
Business pages have fans, not friends
Share your photos or videos
Send direct messages
Notify fans about events or meetings Comment on anything
Facebook.com -IGS
Twitter - FREE
Twitter is a Micro-blog
140 character limit
Sign up and follow posters
Post tweets about anything
Include links to other information
Send / receive via web or mobile device
Twitter.com/IGS
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YouTube - FREE
YouTube provides a video channel
Videos limited to 10 min. / 1GB
Record with digital camera
Embed in a website or FB
Your message unfiltered
Internet is a visual medium. Use it.
YouTube.com/IGS
Flikr - FREE
Flikr is a photo sharing site
Upload digital photos
Create sets of related photos
Tag photos with peoples names orevent details
Produce slideshows
Share via email or website embed
Find others photos and stock photos
Flikr.com/IGS
Scribd - FREE
Scribd is a document sharing site
You upload (publish) documents
Reading formats: scroll, book, slideshow
Viewers comment, download, rate, print
Readers share via FB, Twitter, email orwebsite embed
Supported formats: pdf, ppt, doc, xls
Detailed stats
Scribd.com/IGS
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UStream.tv - FREE
UStream.tv streams live video
Live, interactive broadcast platform
High quality allows graphic overlays,polls, invited co-hosts
Viewers can personally interact withwhomever is broadcasting
Broadcast to viewer AND viewer toviewer interaction
UStream.tv/IGS
RSS Feeds - FREE
An RSS Feed is asubscription.
When new information is added to a page,it is sent to subscribers instantly.
Subscribers dont have to keep visiting awebsite to get information.
Subscribers decide what information theywant to receive.
Subscribers decide where they wantinformation delivered.
You know your information is being read.
This is the new way of the world
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Why Bother?Its HugeIts TrustedIt Moulds PerceptionIts Not Going AwayIts People Power
Its Huge
Its Huge
83% have watched movies online
65,000 will beAdded today!
336,635,443people use iteach day!!
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Its Huge
73% of active online users have read a blog45% have started their own blog
1.6 million posts a day;18 posts/second!
Its Huge
Its Huge
57%joined a social network
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Its Huge
53% uploaded a photo
Source: Universal McCann Comparative Study on Social Media Trends,April2008
Its Huge
2 BillionGoogleSearcheseach day!!
Its Trusted
78%
OF PEOPLE TRUST THERECOMMENDATIONS OFOTHER CITIZENS
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Its Trusted..
It Moulds Perceptions....
Source: Universal McCann Comparative Study on Social Media Trends,April2008
32%OF PEOPLETRUSTBLOGGERSOPINIONS ONPRODUCTS ANDSERVICES
Its not going away..
Rs. 500 laptop?
In an attempt to bridge the "digital divide"in the country between rich and poor, thegovernment will show off the prototype,low-cost laptop as the centrepiece of anambitious e-learning programmeGuardian.co.UK: Monday 2 February2009 )
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Its not going away
Its not going away
http://tweetminster.co.uk/
Its not going away
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Its People Power
www.senatoronline.org.au
Social Media is the Key
Tool for Attaining the Mission
And Bringing the Governed close to
Government.
And ...
For bringing IGS to the forefront ofStakeholder Awareness andLegitimacy...
Mission of IGS: Open and TransparentGovernment...
Is Social Media a Fad? Social Media Revolution
Perry Belcher on Social Media
Social Media and Social development: Panel Discussion
Astrid Kohl on Social Media andDevelopment..Director, International Institute ofJournalism...good governance through socialmedia
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Top Tools for research Go To Web 2.0 (go2web20.net)
Google Insights (Google.com/insights/search/#) Facebook Lexicon (Facebook.com/lexicon)
Mashable..Social media guide (mashable.com)
Twitter Search (Twitter.com)
Twitalyzer (Twitalyzer.com)
Tweet Deck (Tweetdeck.com)
Twit Scoop (Twitscoop.com)+
We Follow (wefollow.com)
Google Reader (Google.com/reader)