Social media - strategic communication

How To Integrate The Latest Communications Channels -- Twitter, Facebook, YouTube And More – And How You Can, Too:

How To Integrate The Latest Communications Channels -- Twitter, Facebook, YouTube And More – And How You Can, Too Dr. Andy Fyon, Director, Ontario Geological Survey, Mines and Minerals Division, Ontario Ministry of Northern Development, Mines and Forestry Louise Brinkmann, Manager, North Bay Area Team, Northern Development Division, Ontario Ministry of Northern Development, Mines and Forestry

Ontario Ministry of Northern Development, Mines and Forestry - Ontario Geological Survey – Talk Objectives:

2 Ontario Ministry of Northern Development, Mines and Forestry - Ontario Geological Survey – Talk Objectives Our Government business Leveraging social media tools to connect, inform, recruit and retain Lessons Business enablers Business benefits OGS experience – not representative of all Ontario Government

Ontario Geological Survey Business:

3 Ontario Geological Survey Business Groundwater Aggregate Energy Mineral Resource Environment, habitat, climate change Health + safety

Geology - Field-based Science:

4 Geology - Field-based Science Rock Geology of Ontario

Ontario Geological Survey Social Media – Government Context:

5 Ontario Geological Survey Social Media – Government Context Policy IT Security Access Social media Value: Social time vs business need Culture Retirements Recruitment and retention

Business Needs:

6 Business Needs Marketing Geoscience value Brand Recruitment + retention Share information Collaborate Corporate brain trust Internal audience External audience

OGS Operational Social Media Policy:

7 OGS Operational Social Media Policy Social media objective: Raise internal and external awareness and understanding of OGS and value of geoscience Increase efficient and effective collaboration, knowledge retention and information access Alternative means to communicate geoscience and organizational knowledge Accomplish by: Adding value to OGS Respecting our audience and colleagues Taking ownership for our communication Practicing good judgement Understanding rules that apply out side social media also apply within social media Represent the Government, Ministry and OGS accurately and professionally Personal opinions are seen as OGS opinions Strive to improve internal and external communication Social media in one tool to engage and collaborate Review, evaluate, and adjust social media activities

Internal Audience:

8 Internal Audience Strategic business need: Communication Knowledge location, retention and access Tools used: Facebook OPSpedia – Ontario Government “blog” Microsoft SharePoint (pilot) Primary target: Ministry and Government staff, managers, Executive Social media in action.

Internal - Facebook Group – Failure?:

9 Internal - Facebook Group – Failure? Target audience Internal staff and alumni Approach: Information Content: Director Push out Not interactive Content Communication Key events, business topics Results Little uptake Boring content Not interactive Lesson Need interesting content Must be interactive Access: personal time reading work-related content.

Internal Audience OPSpedia – Wiki-like Government:

10 Internal Audience OPSpedia – Wiki-like Government Target audience Internal OGS staff Ontario Government staff and decision-makers Approach: Information / collaboration Content: OGS Director Can be interactive Push out Application Government communication tool Collaboration tool Knowledge retention Access to broad brain trust (“Crowd”) Results Communication: still evolving, but little OGS uptake Collaboration tool: great potential, but need further promotion Lesson Continue to champion relevance and use

External Audience:

11 External Audience Strategic business need: Market organizational brand Understanding geoscience goods, services and value Recruitment Tools used: Facebook YouTube LinkedIn Twitter Acrobat Buzzword

External – OGS Facebook Page:

12 External – OGS Facebook Page Target audience: potential employees Primary: youth (University, College students) Recent graduates 67% < 35 years old; Approach: Recruitment Organizational face Fun Content: social media savvy OGS youth + Director

External – OGS Facebook Page:

13 External – OGS Facebook Page Content Employment Organizational activity Products Geology Quiz: interactive Results Youth engagement Interaction Brand awareness Lesson Fun – content owners Relevant content Interactive

External Facebook – Andy Fyon Personal Page:

14 External Facebook – Andy Fyon Personal Page Audience Emerging: non-traditional – Aboriginal (52%) Professional: mid- to late-career clients (40%) Collateral: non-business friends and family (23%) Approach: “Social” Director: Human face of organization Human / social Content: OGS Director Content Business-centric social relationships (Social CRM)

External Facebook – Andy Fyon Page:

15 External Facebook – Andy Fyon Page Results Aboriginal insights affecting business Lesson Social media in cultural context Separate personal from business Aboriginal elders – original social media.

External - YouTube – Ontario Geological Survey Channel:

16 External - YouTube – Ontario Geological Survey Channel Target audience University + college students + recent graduates Youth family members Educational sector Geoscience users Decision-makers Approach: Information, recruitment, marketing Video’s created by OGS youth employees Fun, safe, modern, professional science organization Informative Content: OGS activities OGS employer Geoscience relevance + value

Example Video Clip Messages in our Videos:

17 Example Video Clip Messages in our Videos 10 videos Produced by our technical staff Benefits to youth (Organizational image): Learning Training Work – life balance Career development Job diversity + satisfaction Safe, fun place to work Change the World

Example Video Clip:

18 Example Video Clip Original presentation has a 15 second video illustration of OGS field project, produced by OGS employee. Video removed to make email version smaller.

External - YouTube – Ontario Geological Survey Channel:

19 External - YouTube – Ontario Geological Survey Channel Results Broader understanding of OGS geoscience value and application Education Corporate awareness Lesson Know your audience Staff engagement through video production

External - Twitter – OGSgeology:

20 External - Twitter – OGSgeology Target audience International geoscience institutional community Approach: Information / marketing Content: Director and social media youth Content: Product releases Innovations Activities Employment

External - Twitter – OGSgeology:

21 External - Twitter – OGSgeology Results International institutional linkages Promotion of products and services Lesson Rapid recognition of innovations Geoscience leads Peer-through-peer power

External - LinkedIn – Andy Fyon:

22 External - LinkedIn – Andy Fyon Target audience Multi-sectoral, International professionals Approach: Networking Personal, organizational Content: Director Application: Peer-to-peer and peer-through-peer contact Monitoring Data releases Activities Employment

External - LinkedIn – Andy Fyon:

23 External - LinkedIn – Andy Fyon Results National and international linkages Multi-sector Lesson Colleague discovery and monitoring Information dissemination Professional network

External - Acrobat Buzzword:

24 External - Acrobat Buzzword Target audience Professionals Multi-ministry Ontario Government colleagues Approach: Collaboration Multi-jurisdictional and multi-organization collaboration Geographically dispersed Content: Collaborative documents Document management Canada’s National Geological Surveys Committee, Newfoundland, September 30, 2009 (photo by Geological Survey of Canada)

External - Acrobat Buzzword:

25 External - Acrobat Buzzword Results Partial success Embraced by early adopters Application limitations Retrenched to labour-intensive approach Pilot Microsoft SharePoint (internal use) Lesson Function essential Tool and system limitations Security Access Culture

OGS Social Media Applications:

26 OGS Social Media Applications Tool Purpose Audience Target Facebook - corporate Recruitment External University / college students, recent graduates Facebook – human face Human / social External Aboriginal, professional, family YouTube Information, recruitment, marketing External University / college students, recent graduates, education, geoscience users Twitter Information, marketing External International geoscience institutions LinkedIn Networking External Professional Acrobat Buzzword Collaboration External Professional collaborators OPSpedia Information, collaboration Internal Staff, Decision-makers

Summary Business Enablers:

27 Summary Business Enablers Business enablers: Strategic business case Policy framework (social media, IT security) Technology tools Executive and corporate support Implementation: Frame business value and need Empower key internal adopters to deliver information to their demographic peers Tailor approach to target audience and organizational adoption potential (risk, policy, adoption, demographics, culture) Adoption culture: support and enable early adopters to outreach One of many communication tools Optional vs mandatory participation May never involve all

Some Business Benefits:

28 Some Business Benefits Communicate Target specific audience Recruitment Modern, organizational culture image Retention Engaged staff who are part of the communication medium Collaboration Streamlines, horizontal and multi-person information gathering, consolidation, sharing, analysis, and retention of dispersed corporate knowledge Access, consolidate, retain large knowledge brain-trust Effective and efficient analysis and formulation of policy or strategy Document control

Take Away:

29 Take Away Strategic business need Audiences Empower adopters as champions and content providers Provide social media policy Measured corporate risk Multi-generational + Government security