Listen. Monitor. Engage. Using social media in public service

LISTEN. MONITOR. ENGAGE. USING SOCIAL MEDIA IN PUBLIC

SERVICE

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Presenters

Tolu Onile-Ere (MD): Tolu has over 15 years integrated experience gained in top agencies in London across a range of renowned blue chip clients and brands, including Shell, Procter & Gamble, HR Owen & Adobe. He has also worked on leading brands in Nigeria including Nokia & Glo.Tolu’s expertise is varied, but his real strengths lie as a digital evangelist, and as an advocate of thought leadership. Throughout his career, he has been heavily involved in a range of pioneering digital projects, which has given him a real passion for this future technology.

Mola Kalejaiye (Online PR & Knowledge Management): Mola Kalejaiye started her career at Storm Media and Entertainment Group, before going on to work as a Public Relations Officer for the Nigerian Communications Commission. She has also worked as part of the online team for the ' Light Up Nigeria' Campaign as well as the ' What About Us' first ever youth led Presidential Debate. Mola was featured on BBC Africa to discuss the impact of social media on the Presidential Elections.

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About The Playhouse

The Playhouse is a digital agency.

We believe that successful brands need to create communications that engage. And we believe that digital - whether mobile or internet, be it a game, an app, a website or just a banner - offers a cost effective platform for creating and maintaining this dialogue.

We don’t do technology for technology’s sake. So at the core of all we do is “The Idea” - The Idea that inspires and connects a brand with its audience so that they willingly give their time. So that they invite the brand into their space and enter into a conversation.

Let’s face it, that’s where every brand wants to be – talking with their customers rather than at them.

That is our objective!

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Mission Statement

To deliver highly creative and impactful marketing communications that help our clients better reach and engage with their audience.

To be an agency renowned for a great working environment, outstanding client service and excellent value for money for both our clients and our stakeholders.

To be the leading digital agency in Africa.

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The Playhouse offering

Whether it’s on mobile or the internet, whether it’s a game, an app, a social media campaign, a website or just a banner, we can deliver it.

We offer:

› Digital advertising

› Strategy & planning

› Creative

› Development & programming

› Social Media development & management

› Research

› Media planning & buying

› Innovation

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Client ListHere are some of the companies and brands we have

worked with:

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Thought piecesWe also produce a series of reports, essays and case studies on all things digital. Here are some of them:

Introduction to Google+Introduction to Mobile Money

Overview of the Nigerian Digital Landscape

Top Nigerian Brands on Social Media

MTN social media campaign (Part 1)

Introduction to Social Media

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Contact Us

Contact: Tolu Onile-Ere

Managing Director

2 Abieyuwa Amadasun str, Off Oduduwa Way,

Ikeja GRA, Lagos, Nigeria

Tel: +2347038430258

E-mail: toluo@playhousecomm.com

Web: www.playhousecomm.com

Facebook: www.facebook.com/playhousecomm

Twitter: www.twitter.com/playhousecomm

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THE FLOW

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Agenda

› Definition of ‘Public Service’

› Power to the People

› Listen. Monitor. Engage – Why

› Listen. Monitor. Engage - How

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Serving the people

Definition

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#HoyEsBankia

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#HoyEsBankia

› 100% Twitter driven crisis

› Eviction of a father of 8

› Bankia – one of the Banks who received public funds in a hidden rescue operation

› ‘#HoyEsBankia’ created at 11pm 10th Jan 2011

› Three main influencers

–@FotogrAccion - 4,200 followers, @DRYMadrid - 6,150, @Torrejon15M - 830 @PAH_Madrid – 2600

› 8 tweets between 8 and 9am, but they produce 50 retweets. In the next hour, there are 38 new tweets containing the HT and these create another 249 RT

› 2 hours after the HT is launched, it is the top trending topic in Spain!

› Bankia suspended the eviction!

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http://www.youtube.com/watch?v=vGNIUNtCF48

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LISTEN. MONITOR. ENGAGE.

WHY

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"Social media is a unique component of the consumer decision journey: it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through the period after a purchase, as their experience influences the brands they prefer and their potential advocacy influences others."'Demystifying social media' by Roxane Divol, David

Edelman, and Hugo Sarrazin for McKinsey Quarterly

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If you think this is ‘social media’, think again

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This is ‘social media’

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Online Reputation Management

Playhouse definition:

› The process of monitoring the online universe to listen to what is being said about your brand/product, so you can identify the negatives and the positives and assess the level of ‘impact’. Then, where relevant, engage in the conversation to ‘accentuate the positive and eliminate the negative’.

Listen Monitor Engage

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HOW SMART ARE YOU?

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"Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteers be at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe."

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What’s that got to do it the topic?

› No study was done at Cambridge University.

› The e-mail was originally sent around without mentioning Cambridge; it got added after the Times of London interviewed a Cambridge neuropsychologist for comment.

› It is actually from a letter written in 1999 by Graham Rawlinson, a specialist in child development and educational psychology, to New Scientist magazine in response to an article written about the effects of reversing short chucks of speech.

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THE GERBER CASE STUDY

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The Start

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The story

› In July 2011 the Nestlé company recalled one batch of baby food made and sold only in France because a consumer in that country reported finding glass in a jar of Nestlé P’tit Pot Recette Banana.

› Incident was only in France and was found to just be one jar.

› Yet in 2012, new adaptions of the story keep appearing.

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THE LAGBUS CASE STUDY

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The Start

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Who carried it

› @NigeriaNewsdesk

› Lindaikeji.blogspot.com

› Jon Gambrell - chief correspondent in Nigeria for The Associated Press

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What were people saying

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What Jon Gambrell had to say

› Jon Gamprell, 20,077 followers on twitter, the chief correspondent in Nigeria for The Associated Press, also tweeted: An @AP team just twice traveled the length of Lagos' Third Mainland Bridge. There is no crashed bus in the Lagos Lagoon

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FRSC denial

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Tweet reach› Tweet- : Operators of both the BRT and LAGBUS bus services in Lagos

have denied that a vehicle in their fleets was involved in any

› Reach- 18,324

› Source- @NigeriaNewsdesk

› Tweet - No bus plunged into Lagos Lagoon - LAGBUS, BRT

› Reach- 35,907

› Source- @MobilePunch

› Tweet - Fully loaded BRT bus falls off 3rd mainland bridge into the Lagoon

› Reach - 61,093

› Source - @ng_dailynews (Nigeria daily news)

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The aftermath

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LISTEN. MONITOR. ENGAGE.

HOW

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Key Considerations for running an ORM programme

› What resources are needed and available?

–Manpower & technology.

› Who needs to be involved?

–Which internal stakeholders from which departments?

› What processes are in place for reputation management?

–How do you identify a problem?

› Is there a crisis management policy/process?

› What are the social media guidelines?

–What are the engagement guidelines?

› What are the objectives of the programme?

–Measures of success

Listen

Monitor

Engage

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How Organisations can/should leverage Social Media

LISTEN

ENGAGE

MONITOR

Listen to what people are saying about your organisation, your products & services, your competitors and the industry as a whole.

Playhouse Social Media Interaction Flow

Monitor the relationship with your audience. What’s the sentiment towards your brand. What’s coming on the horizon?

Engage your customers with your brand so they enter into conversation & let you into their space, with a view to keeping them loyal & even turning them into advocates.

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ORM Tools

› The ‘Listening platform’ landscape is vast with different options available depending on focus and also on budget.

› Some of the leading Enterprise level providers, according to the “Forrester Wave™: Enterprise Listening Platforms, Q2 2012” are:

–Attensity, Converseon, Lithium Technologies, Networked Insights, NM Incite, Radian6, SDL, Synthesio, Visible Technologies.

› Some of the others are:

–Brandseye, Saidwot, Trackur, BuzzLogic, Sysomos, UberVu & Google Alerts.

› And some of the ‘free’ ones

–For social media monitoring & engagement, we also have experience of Hootsuite, Sprout Social & TweetDeck.

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Influencers

‘Nigeria’ in general ‘Nigeria’ as a topic

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Influencers

KLOUT SCORE INFLUENCES TWITTER FACEBOOK BLOG NOTES

NIGERIA NEWSDESK 79 110,000 350,191 345,000

Influence is from reach to the general public & note that it is also followed by Tomi Oladipo (BBC correspondent) & Jon Gambrell (Chief Correspondent in Nigeria for the Associated Press)

EDIONG 69 63,000 56,702 x www.ediong.blogspot.com

He is currently the only person that Nigeria Newsdesk follows. Also, his reach is quite wide.

TOLU OGUNLESI

73 18,000 29,645 285 / 4971 www.toluogunlesi.com

On Twitter, his followers include Tomi Oladipo (BBC correspondent), Jon Gambrell (chief correspondent in Nigeria for The Associated Press), Xan Rice (West Africa correspondent of the Financial Times), Reno Omokri (Special Asst. to the Nigerian President on New Media) & Tim Cocks (Reuters Chief Correspondent, Nigeria).

JAPHETH OMOJUWA

71 62,000 52,255 80 / 3,112 www.omojuwa.com Blog ranks no 414 in Nigeria. His influence is down to his reach.

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Other influencers

DAILY JOURNALISTFACEBOO

K TWITTERKLOUT SCORE

VANGUARD Peter Egwatu P O OFranklin Alli O O OMicheal Eboh P O ORosemary Onuoha O P OOmoh Gabriel O O O

GUARDIAN Femi Adekoya O O OBukky Olajide O O O

THISDAY Obinna Chima P O OYemi Akinsuye O O OEmma Okonji P O OGoddy Egene P P 10

PUNCHAdemola Alawiye P O OLayi Adeloye O O OOkechukwu Onuba O O OChukwudi Akasike P P OUdeme Ekwere O O ONike Popoola O O O

DAILY JOURNALISTFACEBOO

KTWITTE

RKLOUT SCORE

DAILY TRUST Kayode Ogunwale O O O

Chris Agabi P P 10Sunday Williams P P OKayode Ekundayo O O O

BUSINESS DAY Ifeanyi Nwachukwu O O O

Daniel Obi O O OOlusola Richards O O OJohn Omachonu O O OModestus Anaesoronye O O OKelechi Mgboji O O OIssac Anumihe O O OAdewale Sanyaolu O O OOmodele Adigun O O OAmechi Ogbonna O O O

LEADERSHIP Nkem Osuagwu O O O

Grace Azubike O O OMidat Joseph O O OAbiodun Oluwarotimi O O OIssac Amure O O OChima Akwaja P P OBlessing Anaro O O O

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http://www.youtube.com/watch?v=InrOvEE2v38

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Contact Us

Contact: Tolu Onile-Ere

Managing Director

2 Abieyuwa Amadasun str, Off Oduduwa Way,

Ikeja GRA, Lagos, Nigeria

Tel: +2347038430258

E-mail: toluo@playhousecomm.com

Web: www.playhousecomm.com

Facebook: www.facebook.com/playhousecomm

Twitter: www.twitter.com/playhousecomm