Strategic Social Media Engagement for Public Sector and Non-Profit Organizations (Workshop – September 8-9, 2021)
Special Note Regarding COVID-19
You can register with peace of mind! If Ottawa Public Health restrictions do not permit physically distanced small groups of eight (max) in September 2021 then this workshop will be offered online (via Zoom Pro) over the course of the same time period (with regular breaks away from the screen). Alternatively, participants can opt to get a full refund or secure a spot for the next scheduled in-person workshop date.
The modern era of social media and the subsequent democratization of content has had a major impact on how public sector and non-profit organizations 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 heavily fragmented 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 reality, 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 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, brand stewardship, service delivery, data analytics, video production, online writing, channel strategy, technology and overarching digital strategy at the most senior levels. 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 timely participation, collaboration and transparency.
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 or non-profit organization/initiative.
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 organizations are evolving as a result of digital disruption
- Step by step instructions on how to develop a strategic social media engagement plan
- A process for formulating strategies and tactics based on your organizational strengths
- How to develop goals and objectives that are aligned with your strategic priorities
- How to monitor and analyze social data for better business intelligence gathering
- How to reach specific niche online target audiences
- How to identify influential online content creators in your industry (nano, micro and macro)
- How to create content that maximizes visibility based on the latest algorithm updates
- How to drastically build up your web presence/digital footprint for optimal findability
- How to find your online voice and build a consistent brand that resonates with your audience
- Strategies for dealing with misinformation, disinformation and mal-information
- How to effectively change organizational structures to better support digital
- How to better manage risks posed by the digital channel
- How to measure the performance of your specific digital engagement activities
- How to derive actionable insights from your metrics
What will you take away?
- PDF copy of the CEPSM “Strategic Social Media Engagement for Public Sector and Non-Profit Organizations” Workbook
- PDF copy of the CEPSM “Strategic Social Media Engagement for Public Sector and Non-Profit Organizations” Presentation Slides
- Official CEPSM Certificate of Completion
- Lunch at an award-winning Preston Street restaurant on each day OR, if online, an electronic Uber Eats gift card that can be used to order lunch from your favourite local restaurant
What people have said about Mike’s workshops:
“I wanted to take this opportunity to let you know that the session with Mike, Strategic Social Media Engagement for Government Organizations, was simply outstanding. While I have mentioned it to him, I wanted to let you know that he has given much for me and the CPC to consider moving forward. There is a lot we need to do, however, I feel we are much better positioned having had this session with Mike and having benefitted from his guidance. I thank him immensely for his understanding, passion and … just knowledge!” Doris Mirella, Communications Strategist, Canadian Police College, Royal Canadian Mounted Police (RCMP)
“The first training session I have taken that included more than expected and fully delivered to meet the needs of participants” Valerie Ladouceur, Senior Communications Advisor, National Research Council of Canada
“I recently attended a 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
“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
“Great to have a teacher who marries the worlds of social media, social/behaviour change marketing, and the public sector” Matthew Rae, Senior Analyst, External Stakeholder Management, Bank of Canada
“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 digital trends 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, Work in Progress
“Mike is the guru of all things digital 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 social media 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
“First and foremost, thank you for sharing your wealth of knowledge with us. I am sure that it was just the tip of the iceberg of what you could have brought to the session. I can honestly say that I’ve learned a tremendous amount of information and still have much more to explore in the social media world. It’s been a real eye-opener for me. Your training will help enrich my knowledge and put me on the right track to become more efficient with the tools provided”. Guylaine Mallet, Regional Advisor, External Communications, Réseau de santé Vitalité
“Mike has presented twice to executive-level and management-level groups here at Infoway. He is a dynamic, personable and engaging speaker who thinks on his feet to build a presentation that he takes the time and trouble to customize so that it’s relevant to his audience. He even took a survey of our groups here prior to the presentations, to get a sense of pain points, interests, etc. He is very knowledgeable about social media in Canada, particularly for non-profit and government organizations. He combines background knowledge with some hands-on examples if that’s what’s indicated. I can’t recommend him highly enough”. Nicole Filiatrault, Marketing, Communications, and Media Executive
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. 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 listening and analysis 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: Conduct a macro-environmental scan
- Step 3: Conduct a micro-environmental scan
- Step 4: Develop strategic recommendations/options
- Step 5: Segment and prioritize who your target audience should be
- Step 6: Ensure that your social media platforms of choice are aligned with your strategy
- Step 7: Determine your key tactics for each strategic recommendation
- Step 8: Identify your potential resource requirements
- 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. Alternatively, we offer group rates if you plan on sending at least 3 people. Contact us for more info.
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- 8:45AM - 4:30PM
- 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.