18/12/2010

Good Governance Through

Communications and Social
Media

January 2010

Dr. Gurprit S. Kindra

University of Ottawa
kindra@telfer.Uottawa.ca

Agenda for Today

• Introductions
– Who am I?
– Why are we here?
• Marketing today
• How communications fits into marketing?
• Social media as an important tool of communication
• How social media fits in with the mission of IGS and
also create organizational awareness and legitimacy

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Marketing: the Ultimate

Challenge
• Trivia
– What covers approx. 80% of
the Earth?
– What costs more per gallon
than gasoline?
– What flourishing industry has
sales greater than $4 billion
per year?
• Why do people drink water?
• Is water a commodity?

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What Do People Buy

Communication

Packaging

Delivery Quality Core Benefit Features Warranty

or Service

Brand Name

Followup Service
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Realities of Today

• Information Clutter
• New business models
• Citizen activism and global dialogue
• Competing through: Knowledge and dialogue
• Windows everywhere: Internet based life and
work
• Globalization and instant communications:
social media
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Developing Relations with Target

Markets is Critical
• Forming strong bonds:

• Conducting Dialogue..real time feedback

consultations, integrated communications,
and market research.
• Creating Knowledge; e.g.?

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Strategic
Marketing

Program Level Marketing

The ‘Big Picture’
Organizational Marketing

Setting Program Level

Objectives Marketing
and Goals

Program
Defining the Strategies Marketing and
Mission and Portfolio Functional
Analysis Strategies

Branding
and
Positioning

Elements of a Program Level

Marketing Plan
Target
Market

Marketing Strategy

Marketing
Marketing
Mix
Plan
Time Related
Details and Control Marketing
Procedures Program
Other
Marketing
Plans

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Elements of Marketing Mix are

changing….
• Product/Service
– Content, Context, Infrastructure, Branding
• Price
– Perceived Value, Dynamic, Auctions…govts. too!
• Communications
– Dialogue, Buzz Marketing, Co-Promotion, Social
Media
• Distribution
– Networks, Alliances, Partnerships
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Six Steps to marketing planning

• Your Vision, Mission, and Objectives
• Environmental analysis
• Identifying and understanding your target
group(s)
• Positioning and branding
• Promote and dialogue (communication)
• Market research and program control.

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Microsoft’s Vision
“To put a computer on a desktop in
every home….” (1980).
“To empower people with great
software anywhere, on
any device,” (1995).
“To help people and businesses throughout
the world to fully realize
their potential” (2009).

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Institute of Governance
Studies: Vision and Mission
Vision: Bringing Values to public life.
Mission: “To identify, promote, and support an
accountable, equitable, effective,
transparent, and citizen friendly
government in Bangladesh
and
South Asia.”

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Organizational Positioning and

Branding
• What is positioning – how we want to be seen by
stakeholders in terms of what we do and what
our image represents
• What is country branding– an active campaign
to establish an awareness of the country, its
name, its desired positioning and image, and to
create positive affect for the country

Common Country Positions

a) Trustworthy (reliable and honest)

b) Popular (well-known, good reputation)
c) Humanitarian (responsible, cares about people)
d) Militaristic (powerful, gets things done)
e) Innovative (new ideas, creative)
f) Traditional (positive heritage)
g) Practical (efficient, does not waste)

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Positioning Map
= Ideal Brand Luxury
Ferrari F430 Rolls Royce Phantom
Concept
Mercedes S Class BMW 7 Series

Cadillac CTS
Lexus GS 300

Hyundai Azera BMW 3 Series

Un-cool Cool
Honda Accord
Ford Fusion
Toyota Camry

Mazda3
Honda Fit
Honda Civic
Hyundai Accent Toyota Yaris

Economy Smart car

= No Growth
CIDA’s Portfolio Analysis = Borderline
= Growth
Canada’s
Strengths Recipient Country “Attractiveness”
1. Private sector
High Medium Low
2. Specialization RC
3. Political Attractiveness
High

priorities Bangladesh 1. Impact assessment

Canada’s Strengths

4. Donor SBU 4 2. Likely to benefit?

Afghani Romania
partnerships 3. Sustainability
stan
5. IFI requests 4. Impact on private
Medium

6. Impact on local sector

business 5. Technical Role
7. Technology 6. Social impact
Position 7. Environment impact
8. Strengths/ 8. Political impact
Low

Weaknesses SBU 3:
9. Image CHINA?
10.Pollution control
11.People

Promotion and Communications

(ie. Dialogue)

NON-TRADITIONAL
TRADITIONAL •Telemarketing/faxes
•Public Relations •Product placements
•Publicity •Buzz, viral, connected
•Sales promotion •Phone messaging
•Advertising •Infomercials
•Personal selling •Social Media and the
internet

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The Internet: web 1.0

(Information and
Communication)

Knowledge
and
Dialogue

Post 2004, Web 2.0:

Participation and Dialogue

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So what’s social media?

“Social media is media designed to be
disseminated through social interaction, created
using highly accessible and scalable publishing
techniques. Social media uses Internet and web-
based technologies to transform broadcast media
monologues (one to many) into social media
dialogues (many to many). It supports the
democratization of knowledge and information,
transforming people from content consumers into
content producers”.

Sharing Your Message Through

Social Networks

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Blogger - FREE
A Blog is a Journal.
• Blogging tells a story.
• Allowing comments is optional.
• Commenting promotes trust and
communicates openness.
• Blogs can contain photos or videos.
• Blogs can include links to FB or
other sites.
• Readers feel involved, connected

Facebook - FREE
Facebook is a Social Network
• Post your status
• Business pages have ‘fans’, not friends
• Share your photos or videos
• Send direct messages
• Notify fans about events or meetings
• Comment on anything
• Facebook.com -IGS

Twitter - FREE
Twitter is a Micro-blog
• 140 character limit
• Sign up and “follow” posters
• Post “tweets” about anything
• Include links to other information
• Send / receive via web or mobile device
• Twitter.com/IGS

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YouTube - FREE
YouTube provides a video channel
• Videos limited to 10 min. / 1GB
• Record with digital camera
• Embed in a website or FB
• Your message unfiltered
• Internet is a visual medium. Use it.
• YouTube.com/IGS

Flikr - FREE
Flikr is a photo sharing site
• Upload digital photos
• Create sets of related photos
• Tag photos with people’s names or
event details
• Produce slideshows
• Share via email or website embed
• Find others’ photos and stock photos
• Flikr.com/IGS

Scribd - FREE
Scribd is a document sharing site
• You upload (publish) documents
• Reading formats: scroll, book, slideshow
• Viewers comment, download, rate, print
• Readers share via FB, Twitter, email or
website embed
• Supported formats: pdf, ppt, doc, xls
• Detailed stats
• Scribd.com/IGS

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UStream.tv - FREE

UStream.tv streams live video

• Live, interactive broadcast platform
• High quality allows graphic overlays,
polls, invited co-hosts
• Viewers can personally interact with
whomever is broadcasting
• Broadcast to viewer AND viewer to
viewer interaction
• UStream.tv/IGS

RSS Feeds - FREE

An RSS Feed is a
subscription.
• When new information is added to a page,
it is sent to subscribers instantly.

• Subscribers don’t have to keep visiting a

website to get information.

• Subscribers decide what information they

want to receive.

• Subscribers decide where they want

information delivered.

• You know your information is being read.

This is the new way of the world…

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Why Bother?
Its Huge
Its Trusted
It Moulds Perception
Its Not Going Away
Its People Power

Its Huge

Its Huge

336,635,443
people use it 65,000 will be

each day!! Added today!

83% have watched movies online

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Its Huge

•1.6 million posts a day;

•18 posts/second!

•73% of active online users have read a blog

•45% have started their own blog

Its Huge

Its Huge

57%
joined a social network

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Its Huge
53% uploaded a photo

Source: Universal McCann Comparative Study on Social Media Trends,April 2008

Its Huge

2 Billion
Google
Searches
each day!!

It’s Trusted

78%
OF PEOPLE TRUST THE
RECOMMENDATIONS OF
OTHER CITIZENS

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It’s Trusted..

It Moulds Perceptions....

32%
OF PEOPLE
TRUST
BLOGGERS’
OPINIONS ON
PRODUCTS AND
SERVICES

Source: Universal McCann Comparative Study on Social Media Trends,April 2008

It’s not going away..

Rs. 500 laptop?

“In an attempt to bridge the "digital divide"
in the country between rich and poor, the
government will show off the prototype,
low-cost laptop as the centrepiece of an
ambitious e-learning programme”
Guardian.co.UK: Monday 2 February
2009 )

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It’s not going away

It’s not going away

http://tweetminster.co.uk/

It’s not going away

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It’s People Power

www.senatoronline.org.au

Mission of IGS: Open and Transparent

Government...
Social Media is the Key
Tool for Attaining the Mission
And Bringing the Governed close to
Government.
And ...
For bringing IGS to the forefront of
Stakeholder Awareness and
Legitimacy...

Is Social Media a Fad?

• Social Media Revolution

• Perry Belcher on Social Media

•
• Social Media and Social development: Panel Discussion

• Astrid Kohl on Social Media and

Development..Director, International Institute of
Journalism...good governance through social
media

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Top Tools for research

• Go To Web 2.0 (go2web20.net)
• Google Insights (Google.com/insights/search/#)
• Facebook Lexicon (Facebook.com/lexicon)
• Mashable..Social media guide (mashable.com)
• Twitter Search (Twitter.com)
• Twitalyzer (Twitalyzer.com)
• Tweet Deck (Tweetdeck.com)
• Twit Scoop (Twitscoop.com)+
• We Follow (wefollow.com)
• Google Reader (Google.com/reader)

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