DOAS Online Outreach Strategy, Phase 1
-
Upload
seth-stuck -
Category
Business
-
view
603 -
download
0
description
Transcript of DOAS Online Outreach Strategy, Phase 1
Georgia Department of Administrative Services
ONLINE OUTREACH STRATEGY
PHASE 1
This plan identifies 10 lines of effort within the “planning” phase of our online outreach strategy.
In it, we:
1.Outline a three-year, six-phase plan of attack ; formulate the first phase
2.Carve out niched utilities for proposed online channels
3.Develop goals and performance metrics for quantifying success
What we’ll cover…What we’ll cover…
Let’s get to work!Let’s get to work!
PLANNINGListen and Learn
Understand how customers use channels
Prioritize goals where social
can have impact
PRESENCEStaking Our Claim
Amplify existing communication
efforts
Encourage sharing
Make contact
ENGAGEMENTDialog Deepens Relationships
Drive business consideration
Provide direct support
Internal employee engagement
FORMALIZEDOrganize for Scale
Divisional self-governance
Disciplined application of standards and SOPs
Meeting strategic business goals
STRATEGICBecome a Social Business
Scale across all business functions
Moves into HR, internal processes
C-level involvement
CONVERGEDBusiness is Social
Social drives innovation,
transformation
Social helps shape business
philosophy and priorities
* Six phases of social media transformation as highlighted by Altimeter
Here’s the blueprint…Here’s the blueprint…
A.Identify agency strategic mission, vision, values and goalsB.Determine pattern of information centralizationC.Determine needs hierarchyD.Set communication priority funnelE.Set phases of the strategy | One and three-year plansF.Define online strategy outlineG.Outline phases of online channel developmentH.Sketch out content workflow, SOPs and style guideI.Set expectations for risk, risk mitigationJ.Provide SOP for measuring success and ROI
PLANNINGListen and Learn
Understand how customers use social channels
Prioritize strategic goals where social can have an impact
Phase 1 | Planning…Phase 1 | Planning…
PLANNINGA.Identify agency strategic mission, vision, values and goals
PLANNINGB. Determine pattern of information centralization
Pattern of information release for DOAS would likely best fit “Dandelion” model – allowing separate divisions to communicate autonomously but with centralized oversight and guidance from communications team
• Extend departmental guidance to ancillary divisions• Educate, train and correct tacticians• Support collaboration among divisions• Coordinate business communications• Continually monitor, update and collaborate• Standardize measurement• Provide centralized oversight of quality• Create department-wide consistent branding• Extend SOPs and centralized strategy to all divisions• Lead channel and methods selection
… like bees returning to the hive.… like bees returning to the hive.
PLANNINGC. Determine needs hierarchy
FUNDAMENTALFUNDAMENTAL
SECURESECURE
FORMULAICFORMULAIC
VALUABLEVALUABLE
DECISIVEDECISIVEPredictive
ROI, Informative, Integrated
Productive, Best-practices, Address Gaps
Workflow, Continuity, Risk assessment, Crisis SOPs
Plan, Policies, Access, Education
You know, just getting our…You know, just getting our…
PLANNINGD. Set communication priority funnel
CHANNEL TACTICSCHANNEL TACTICS
COMMUNICATION GOALSCOMMUNICATION GOALS
DIVISION GOALSDIVISION GOALS
BUSINESS GOALSBUSINESS GOALS
BUSINESS MISSIONBUSINESS MISSION
METRICSMETRICS
START HERE
NOT HERE
PLANNING
E. Set phases of the strategy | One and three-year plans
MARCH – APRIL 2013
MARCH – APRIL 2013
MAY – JUNE 2013MAY – JUNE 2013
JUNE – DEC.2013JUNE – DEC.2013
JAN. – MAY2014JAN. – MAY2014
JUNE – DEC. 2014JUNE – DEC. 2014
JAN. – DEC. 2015
JAN. – DEC. 2015
CAMPAIGN:
MISSION GOALS TACTICS
KPI: IMPACT BUSINESS GROWTH
KPI: INCREASE ENGAGEMENT
KPI: IMPROVE CUSTOMER SATISFACTION
METRIC: # of channelsMETRIC: click-throughsMETRIC: content production
METRIC: % of inbound inquiries responded toMETRIC: avg. response time
METRIC: % of employees engagedMETRIC: trend of internal channel activity
METRIC: # posts to each channelMETRIC: time to distro
METRIC: channel reachMETRIC: # of 3rd party mentions
METRIC: @mentionsMETRIC: Klout ScoreMETRIC: Interactions
WHAT ARE WE GOING TO DO?
WHAT DO WE WANT TO ACCOMPLISH?
HOW WILL WE ACHIEVE OUR GOALS?
To assist our customers by providing leadership, guidance, and reliable valued business services.
{ DOAS Online Outreach }
Efficiently deliver solutions, results, and value to help our customers achieve success.
Foster an environment that drives high levels of employee engagement, productivity, and goal accomplishment.
Build strong customer relationships to increase understanding, trust and collaboration.
Increase online “touch points,” get visible where customers can see us.
Interact with customers in a timely manner.
Provide real-time communication channels for employees.
Designate specific channels for specific types of communication.
Leverage inbound marketing to draw customers and their communities.
Monitor, join and then become topic of relevant public discussion.
Online outreach strategy outline
METRICSWHAT WILL WE MEASURE?
PLANNINGG. Outline phases of online channel development
Strategy:Define which channels will serve which purposes
Organization:Define lines of effort
Production:Produce content and grow reach
Analysis:Measure for success, ROI and KPIs
CHANNELCHANNEL
AUDIENCEAUDIENCE
NICHENICHE
All stakeholders,especially customers
DOAS Employees
Georgia State Employees
DOAS Employees and CustomersAll stakeholders
“Inherently interested”
Former, current and future DOAS employees
Sticky, Static, Formal, External
Sticky, Static, Formal, Internal
Blog, Editorial, News
Dynamic, Real-time, Rich, Informal, InternalDynamic, Real-time, Rich, Informal, External
“Streams of Interest / Conversation”
DOAS HR
DOAS.GA.GOV | Hub of Public InformationDOAS.GA.GOV | Hub of Public Information
Team Georgia | DOAS Blog, Editorial and NewsTeam Georgia | DOAS Blog, Editorial and News
IES | DOAS Bulletin BoardIES | DOAS Bulletin Board
Yammer | Internal Social NetworkingYammer | Internal Social Networking
Facebook | Fan PageFacebook | Fan Page
Twitter | Joining Relevant Public ConversationTwitter | Joining Relevant Public Conversation
LinkedIn | DOAS Professional NetworkingLinkedIn | DOAS Professional Networking
“A place for everything, and everything in its place”
PLANNINGH. Sketch out content workflow, SOPs and style guide
Analysis and Reporting
Content Strategy
Distribution of Content Across Channels
Engagement
Amplification
Content Integration
Departmental Communications Workflow
Shifting thebottle neckShifting thebottle neck
PLANNINGI. Set expectations for risk, risk mitigation
Top 12 Causes of Social Media “Crises” 2001-2011:1.Exposure to Poor Experience2.Poor Influencer Relations3.Violation of Ethical Guidelines4.Rogue Employees5.Inappropriate Content6.Astroturfing (i.e. Message-Hijacking)7.Violation of Legal Guidelines8.Community Censorship9.Hacking10.Lack of Fact Checking11.Failure to Respond Quickly12.Inappropriate Online Response
Low Risk Log (Risk) High Risk
Fre
qu
ency
Area of Reasonable Concern
“If you prepare everywhere, you will be prepared nowhere.”
– Sun Tzu
“Our responsibilities do not end with anticipating risk. We are expected to take actions to reduce and mitigate risk. Among the many ways to mitigate risk, some of the most effective include having a sound strategy and a ready force with reliable partners. A solvent strategy keeps our ends, ways, and means in balance. It guards against ambitions that exceed abilities.”
-- General Martin E. Dempsey
“Our responsibilities do not end with anticipating risk. We are expected to take actions to reduce and mitigate risk. Among the many ways to mitigate risk, some of the most effective include having a sound strategy and a ready force with reliable partners. A solvent strategy keeps our ends, ways, and means in balance. It guards against ambitions that exceed abilities.”
-- General Martin E. Dempsey
PLANNINGJ. Provide SOP for measuring KPIs, success and ROI
FeedbackFeedback BrandingBranding
LoyaltyLoyalty
VisibilityVisibilityCustomer Experience
Customer Experience
EfficiencyEfficiency
Collaboration with customers drives innovation and refinement
Wasted time and expense gets reduced via increased connectivity
Relationships with customers improve as a result of providing faster, more intuitive customer service
Additional touch points an inbound marketing increase brand awareness
Organically grown communities ensure improved marketing efficacy
Clear, consistent use of words, actions and images creates favorable perception of the brand
Creating brand ambassadors through cognitive dissonance
Creating brand ambassadors through cognitive dissonance
NEXT STEPS:
1. Acquire SEO-driven DOAS social spaces on Facebook, Twitter, Yammer and LinkedIn
2. Populate channels with salient, SEO, rich content per the content strategy, here defined
3. Complete website RFP4. Design social spaces relative to style guide
and design decisions made through RFP process
5. Sync launch of redesigned website with promotion of new social channels
6. Continue to refine Divisional tactics of pre-existing channels
7. Host open lunch-and-learns for primary channels
8. Provide PIO training opportunities for primary channels
9. Identify and create required SOPs {tactical and strategic} to provide divisional guidance
10.Set metric tracking SOP11.Plan for periodic channel SWOT analyses12.Regularly update leadership on lines of effort
Phase 2 | Presence…Phase 2 | Presence…
PLANNINGListen
& Learn
Understand how customers use social
channels
Prioritize strategic goals where social can have an impact
PRESENCEStaking
Our Claim
Amplify existing communication efforts
Encourage sharing
END STATE | CONVERGED COMMUNICATIONS
MARCH – APRIL 2013MARCH – APRIL 2013
MAY – JUNE 2013MAY – JUNE 2013
JUNE – DEC.2013JUNE – DEC.2013
JAN. – MAY2014JAN. – MAY2014
JUNE – DEC. 2014JUNE – DEC. 2014
JAN. – DEC. 2015
JAN. – DEC. 2015
TL;DRTL;DRThis plan identified 10 lines of effort within the “planning” phase of our online outreach strategy.
In it, we:
1.Outlined a three-year, six-phase plan of attack ; formulate the first phase
2.Carved out niched utilities for proposed online channels
3.Developed goals and performance metrics for quantifying success
{ Phase 1 }