A complete social media strategy by elfphabet2

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									2007 Government Web Managers Workshop




            Social Media

              Pierre Guillaume Wielezynski
            Communications Officer, External Affairs
                     The World Bank Group
          pwielezynski@worldbank.org | 1.202.473.4959
Today


 Defining Social Media



 An Approach to Social Media
10 years

   1996
                      2006
   250,000 sites

   45 million users   80,000,000 sites

                      1,000,000,000 users
Who fueled this growth?
A definition from wikipedia
 Social media describes the online technologies and
   practices that people use to share opinions, insights,
   experiences, and perspectives with each other.

 Social media can take many different forms, including text,
   images, audio, and video. Popular social mediums
   include blogs, message boards, podcasts, wikis, and
   vlogs
100 million streams / day

65,000 new videos / day
   > 100 million                    > 30 million



                   > 20 million
                                         > 8 million
> 20 million



                           > 6 million
In a word

 • Social media:
   – Global adoption
   – People in control
   – Multiple channels / technologies
The World Bank
Traditional Communications Cycle


Issue / Project / Event / Report

1. Talking points

2. Press release

3. Feature Story
                    All news per month

4,000
3,500
3,000
2,500
13,000 mentions from 700 media outlets
2,000
1,500
1,000
 500
   0
        November   December              January   February
Enters Social Media
                    News vs. blog mentions per month

10,000
 9,000
 8,000
 7,000
 6,000
32,000 mentions from 20,000 media outlets
 5,000
                                       Blogs
                                                                  News
 4,000
 3,000
 2,000
 1,000
     0
         November     December        January          February
At stake




           Control?
                    News vs. blog mentions per month

10,000
 9,000
 8,000
 7,000
 6,000
                                                                  Blogs
 5,000
                                                                  News
 4,000
 3,000
 2,000
 1,000
     0
         November     December        January          February
At stake



            Trust &
           Relevance
Why do it?

Inside                            Outside

• Data & Expertise                • Users expect it

• High credibility                • Others are doing it

• Younger blood                   • Technology cost dropping



   Being part of the conversation instead of being defined by it
    An Approach to Social Media

1. Distributing information
2. Joining (or starting) conversations
Distributing information

 Adding value by:

 Aggregating, packaging and distributing

 Giving control to users
Challenge: Technology


Issues                                 Solution?

Heavy, legacy systems                  Governance Body

Un-integrated databases / taxonomies   Metrics (savings / unified marketing)

ConservITsm: Skate where the puck is   Pilots
Distributing information




     API, Web Services and syndication
Got Maps?
Got Maps?
Compare this:
To this:
“Social” information implies

 • Coordination

 • Collaboration

 • Integration

 • Focus on the user
Conversations

   Rationale:

   Listen, talk, collaborate to
   Establish thought leadership to
   Shape the agenda
Challenges: Culture


Issues                       Solution

•   The strategic web ?      •   Research and education

•   Turf / Silos             •   Metrics (cost savings / unified marketing)

•   Hype / Coolness factor   •   Pilots

•   Offline driven
Can it be done?
More traffic than the other 11 sites managed by the unit combined
Why successful?
People
 Experts




  Private Sector Specialist   Investment Officer   Enterprise Manager - Chad




            Manager           Investment Officer       Program Manager


Roles are shifting
Corporate communications 1.0




  Disseminate polished messages to
  audiences
Corporate communications 2.0




  Help staff (experts) communicate
Corporate communications 1.0




 Big Bang
Corporate communications 2.0
                                             bang!
 bang!                            bang!                      bang!    bang!               bang!
                          bang!
          bang!                                                           bang!
                                      bang!
                                                                bang!
   bang!          bang!                   bang!
                                                                              bang!   bang!
                                                  bang!
                                                              bang!
                                      bang!                                       bang!
  bang!           bang!                                       bang!
     bang!           bang!
              bang!
                                    bang!                 bang!         bang!
                                                                                          bang!

 bang!
                  bang!              bang!
                                                             bang!
                                                     bang!                      bang!
         bang!                               bang!
                                                                bang!
                                          bang!                                   bang!
                   bang!                                     bang!
 bang!                                                                bang!
“Successful” conversations implies

 • Authenticity

 • Passion

 • Trusting staff (the accidental spokesperson)

 • Putting Spin on hold
       So….




How do we get started?
Listen

Monitor agency name, executives, other
 keywords on:

  – Blogs: Technorati, Google blogsearch
  – Videos: Google Videos
  – Del.icio.us tags
  – Wikipedia entries
Listen

The buzz monitor

  – Monitors blogs, podcasts, photos and videos, bookmarks
  – English, French, Spanish, Portuguese, Japanese, Arabic
  – Extracts keywords, ranks “authority”
  – Slice, dice and RSS
  – Uses the community as “smart filter”
Facilitate

 1. Create “online discourse” guidelines


 2. Have an RSS reader available for staff


 3. Educate and evangelize


 4. Encourage organic growth
Tie it to your strategy & objectives

 • Understand your users
   – Literacy / Connectivity / Water holes?


 • WIFM: Task or Audience oriented
   – Needs / Value add


 • Engaging the user
   – Comments, Aggregation, Trackbacks
Experiment

 • Put videos on Youtube

 • Edit Wikipedia

 • Reach out to bloggers

 • Use del.icio.us

 • …
In a word;




             Be Social!
               Thank you

http://www.linkedin.com/in/pierreguillaume

								
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