2-Day Workshop – Strategic Social Media Engagement for Government Organizations (May 9-10, 2019)
Goal of the Workshop
To provide practical guidance and a strategic framework for anyone that has been tasked with the development of a social media strategy for their public sector organization or initiative.
The modern era of social media and subsequent democratization of content has had a major impact on how public sector institutions communicate and engage with their audiences. The world of one-way communication, of one source to many readers, viewers or listeners – has changed into a multi-faceted communications universe, where niche-audience customization and increased relevancy have been made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, organizations need to go beyond tactics and employ a strategic approach to their engagement on digital channels. Actions need to take place that go far beyond merely opening up a few social accounts and/or hiring a community manager. As organizations mature in their approach to digital, specific resources are being assigned to content strategy, data analytics, channel strategy, technology and overarching social business strategy. Organizational leaders need to realize that the true foundation beneath all the tools is a powerful paradigm shift, led by a citizen culture that embraces and expects participation, collaboration and transparency.
What will you learn?
- The most recent statistics in the digital space at a global and national level
- The key digital trends that are taking place right now to which you need to adapt to
- How public sector organizational structures are adapting to digital
- How to develop goals and objectives that are aligned with your organizational strategy
- How to monitor and analyze social data for better business intelligence gathering
- A process for formulating strategies and tactics based on your actual reality
- The key components of a social media strategy document
- How to reach specific niche online target audiences
- How to identify influential online content creators in your industry
- How to drastically build up your web presence/digital footprint beyond basic SEO
- How to effectively change organizational structures to better support digital
- How to better manage risks posed by the digital channel
- How to improve the efficiency of your internal processes by using collaborative tools
- How to measure performance of your specific digital engagement activities
What will you take away?
- PDF copy of the Strategic Social Media Engagement Workbook
- PDF copy of the Strategic Social Media Engagement Presentation
What people have said about Mike’s workshops:
“Mike doesn’t just help you dip your toes into the vast ocean of valuable information on the Web – he makes you want to jump in, play around and get as involved as possible to get the best ROI for your time and efforts. His simple approach to demystifying Web 2.0 walks you through the best way to set yourself up to use the Web to your advantage, personally and professionally. My takeaways: information, tools, hints and inspiration. Thanks, Mike!” Tresa Labaj, Change Agent, Werk in Progress
“Mike was clear, articulate, interesting, and really conveyed a sound knowledge of the subject matter. Individuals have approached me and sent me emails with high praise for Mike and the session and the volume and quality information that they were able to take away from it. This is my second session with Mike and I am continually impressed with his knowledge and how he keeps up with all of the latest trends and information all the while maintaining the importance of the human contact.” Susan Butson-Lewis, Senior Manager, Business Development, Ontario Ministry of Revenue
“Mike is the guru of all things social media but absolutely not an aloof expert. He is extremely passionate and so truly believes in what he teaches that he not only imparts knowledge but motivates you to succeed. He’s been a great inspiration to me as I’ve gone from SM newbie to having the ability to implement a full social media plan for my association in just six months. Mike has led me every step of the way and has never been too busy to offer assistance and advice. He is a fabulous teacher and a terrific resource.” Angie D’Aoust, Director of Communications, Canadian Association of Speech-Language Pathologists and Audiologists
“I recently attended a full day Strategic Social Media Engagement for Governments session and was blown away! Mike knows his stuff and imparts it in an effective, passionate, interesting and soap box free manner. Not only will I be able to use what I learned here at work but it will be invaluable in my volunteer life as well. AWESOME!” Sean Dionne, Senior Program Specialist, Business Development, Ontario Ministry of Revenue
During Day 1, Mike Kujawski will be providing an overview of the latest digital trends affecting all organizations. Mike’s consulting and training work with public sector organizations across all jurisdictions allows him to share relevant examples and current best practices that participants can actually relate to. The key focus of this day will be to help participants differentiate between the short-term fads and the evidence-based long-term trends currently taking place in the digital space. The day includes interactive activities and discussion catering specifically to the needs of public sector workers.
Day 2 will involve strategic social media engagement planning exercises adapted from CEPSM’s “Strategic Social Media Engagement in the Public and Non-Profit Sectors” workbook (provided to all participants). The 2-day format allows for more discussion and extended break-out sessions. The purpose of the day 2 working session is to work with participants to fill out the blanks and questions that need to be addressed before an effective strategic social media engagement plan can be written and implemented. The CEPSM workbook/presentation format has been designed to allow for maximum interaction and productivity, given the time constraint. After the steps are presented, participants will be given a brief period to fill out the questions for that step or conduct the required hands-on tasks. Since the 2-day format allows for more time to be spent on each step, while not mandatory, participants may bring a laptop to try out some of the free web-based monitoring/research tools that will be introduced as part of Step 3. In addition to introducing participants to strategy development, resource requirements, performance measurement and risk management techniques, Mike will also be guiding participants through hands-on social media monitoring activities.
The following 10 steps will be covered in the workbook. Certain steps may be modified slightly in the printed workbook as Mike regularly updates it based on practical experience with his consulting clients.
- Step 1: Set your social media engagement goals
- Step 2: Identify your audience(s)
- Step 3: Conduct an internal and external environmental scan
- Step 4: Determine your strategies
- Step 5: Select the appropriate social media tools
- Step 6: Determine your key tactics for each strategy
- Step 7: Identify your resource requirements
- Step 8: Develop an implementation plan
- Step 9: Manage risk
- Step 10: Measure performance and adjust as needed
At the end of this process, workshop participants will have a solid social media engagement framework that will allow them to move forward with their initiative in a more strategic manner. All the tools used throughout the workbook and presentation can be easily accessed by participants at no charge, unless specifically noted otherwise.
This workshop can also be customized and delivered in-house directly to your organization. Contact us for more info.
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- 8:45AM - 4:00PM
- 343 Preston Street, Ottawa, ON, Canada
CEPSM public training can be customized to your needs and delivered internally. Contact us to learn more.
We conduct a wide variety of marketing and communications training in various formats, including public workshops, custom in-house workshops at your location, the MARCOM Annual Conference; and a university-accredited certificate in public sector and non-profit marketing.
CEPSM public training can also be customized to your needs and delivered internally. Contact us to learn more.