tracey sen

•120,000 staff across NSW

•1.2 million students

department of education & communities

• Using Facebook, Twitter and YouTube since 2008

• Microblogging introduced 2009 user base grew to over 13,000 by mid 2011

• Social media policy and guidelines released• Staff access unblocked• Social media increasing part of the mix

Our social media snapshot

Communication professionals• Storytellers• media specialists (audio, video, social)• Understand the digital environment• Know how to engage and influence• Agile• Work with leadership

Communicators today need to have a broader skill set and knowledge base

Why social media? • Engage customers and employees• Increase brand exposure• Tell your company story• Support your products and services• Create some buzz for a campaign or event• Listen to what people are saying about your brand• Build reputation• Spread news• Share ideas • Ask questions

Management buy-in • Align with business goals• Demonstrate risk mitigation• Show what competitors or other government

agencies are doing• Identify benefits or ROI

Deep listening• Know what your customers want• Know what motivates them• Know where your customers are and

the key influences • Behaviours you can support

Social Media Listening Post• Establish Key words• Radian6• Google Reader• Google news and alert • Socialmention• Tweetbeep• Backtype• Wordtracker

Our social media policy & education• Broad consultation with leadership,

professional associations & unions • Staff were engaged over internal

microblogging service• Resources – intranet, print, videos,

stories, conversations and accredited Facebook course for educators

• Cross functional reference group

How to videos• An introduction to digital citizenship for the workplace• The basics of online listening• RSS feeds and how to use Google Reader• How to maintain your blog or social media activity• The principles of community management• Identifying influencers to monitor• How to engage bloggers• How to engage forum members

http://www.youtube.com/user/nswdec

Microblogging in Education & Communities

Content• Inspires• Informs• Entertains• Builds community• Tells stories• Influences• Explains

Content strategy• mobile• creation & curation• fit for purpose• sharable • discoverable

“content is the currency of the social world”

Conversations• Be honest and transparent • Be authentic• Show a human face – name the bloggers• Relate to audience – talk from experience• Own up to a mistake (quickly)• Make a contribution• Be inclusive• Be relevant, timely and useful!

Dealing with criticism

• Don’t delete or censor (makes it worse and they’ll just take the conversation elsewhere)

• Listen• Respond appropriately• Work on solutions collaboratively• Google US Air Force Blog Assessment

Response chart

The mobile experience smart phones & tablets

You can’t support everything• iPhone• Android• Symbian• Blackberry• Palm• Windows mobile• Java ME

Mobile user experiences vary considerably i.e. interaction model, screen size, browsers

• Useful• Easy to get around• Social• Looks good• Mobile appropriate• Online integration• Engaging interaction styles

Source Mobile Experiences

Features of good app

Smartphone market• Android market is growing rapidly with a 615% growth in

sales in Australia (Q4, 2010)• Smartphones are expected to have a 50% penetration by the

end of 2013• The Chinese market for smartphones is estimated to be 120

million users in two years time

App purchases

• 61% of total app-store revenue in the past 12 months was generated by in-app purchases

• Only 4% of apps have in-app purchases• Average price for an in-app purchase range from $1.49 -

$2.49

Video

• Mindset shift – shoot with your iPhone• 30% of internet traffic• Objectives, timeframes and budgets• Increases chances of a front page Goggle search

“We’ve entered the era of good enough” – Shel Holtz

Don’t forget audio

Online newsroom• Media/PR names & contact details• Releases (RSS)• Multimedia – audio, images, video• Social media (sharing/bookmarking) • Story ideas• Exec bios• Company news coverage

Social media is measurable• Back to strategy• Establish benchmarks (against likes and/or customers)• Create measurable objectives – identify your success

metrics • Determine your investment - social media isn’t free

Sentimentwho visibility what tone

mentions exposure Positive influence tone reach negativepositionsmessages

engagement Neutral

Our story Our tweets, Youtube videos, podcasts, Maangs, Facebook posts and responses are part of an ongoing story that reflects our community – who we are, what we do and what we think