Impact of Government 2.0 COM0011

The impact Social Media Marketing has had on people, brands, education, careers, investigations, government agencies, etc. is overwhelming to think about at times. News broadcasts and reports reach the world through several media platforms, constantly, all going 24 hours a day, with no black out period or high frequency rainbow bars to interrupt. Broadcast Off

Social Media has brought access to open communication to many people who cannot go to town Council meetings, or lectures on water use, or community safety measures. Social Media creates access to join on-line groups connected to cities’ and towns events in real-time virtual seminars, or read the events after the meeting on-line. You can comment and message your Mayor on Facebook and they will respond to you promptly. Government 2.0 has changed the way people see and interact with their immediate municipal members of government and the members of Federal or Provincial Parliament. I believe part of the success in the recent election for Justin Trudeau can be attributed to the fact that he used and accessed every possible form of Social Media. Ingraining himself within the social fabric of the people. Using, accessing, creating awareness of his campaign through Social Media marketing – everyone can participate, everyone can communicate, everyone can respond, everyone can be heard! Government 2.0 strategy is bringing open access to all communities.Previously if I had a concern I would go to my local MPP’s office to talk or drop off my letter of concern, that may get looked at or addressed. Now you can message and address your concerns on several different Social Media platforms and  you have more chances to be heard!

A recent, small win, yet very important to our community, was the improvement and creation of safe and accessible parks in our neighbourhood. We created a neighbourhood petition, that went from paper, to Social Media, to town council. Our Facebook page had so much support it was awesome! Our two local parks were so outdated it was dangerous for our children to play on the equipment. We all thought it would take over a year for the changes to be made. We had been talking and petitioning for many months, but as soon as we posted and commented and created a group on-line that was seen and heard by local town officials, the mayor etc. the changes for the parks were granted, and they were put in at the end of October! I believe, as people were not in our neighborhoods with children after a while, they had no idea how neglected our neighbourhood parks were. Government 2.0, worked – they listened, and took action to our small community concern, however, safety  for our children is a grand concern. We all, were very involved teaching our children about the process as well, they are learning to be aware, learning to have accessibility, to learn open discussion, and the benefit of  accessing many forms of information, learning to be heard!Margaret Mead

How do you engage with your local community, town council members? Thoughts on Government 2.0?

COM0015- Post #2 Strong & Weak organizations

Strong organizations

Heineken is one of the leaders in terms of building long tern relationships, engagement and strengthening the bonds with 96f7d66c1454b39881d6525fc784d60btheir brand. No matter the subject, they make the best use of the social media platforms and manage to stay first in class. How? They research their audience, identify the need, come up with innovative and fun ideas, they create engaging concepts and use platforms that enable communication with the brand, user interactions and advocacy. You can find their super creative visuals on http://www.pinterest.com/search/pins/?q=heineken, their consumer’s crazy moments on http://instagram.com/heineken , follow them on Twitter – 82K followers, or find one of their multiple Facebook pages, the main one enjoys over 17.2M likes.

They manage very well to keep their audience engaged and interested, and contests are in top of their social media engagement. Here are just few examples.

Based on a taboo subject like create awareness for alcohol over-consumption, Heineken started a conversation about people who drink too many beers during their nights out with their friends. Results? 5 million targets online, over 1 million site visitors, 150.000 hours of active brand engagement, over 5.000 positive consumer reviews, a lift in prompt awareness and likeability of 11%.

Heineken crowd-sourced the redesign of the trademark bottle for a limited edition to celebrate their 140th anniversary. They’ve got 1700 entries with uber engaged and loyal customers that have unlocked their creativity to come up with fresh and unbiased concepts about the beer bottle.

Create your own ”Serenade” for Valentine’s Day had over 5 million Likes of the Facebook app………. just to name a few campaigns.

Weak Organizations
I wanted to stay within the area of multinational companies with humongous marketing budgets. This is one of the companies I’ve worked for, SAB Miller. Unfortunately the company is not struggling enough to create a community, a base of engaged fans that they could turn to like Heineken does.
The company makes use Twitter, Facebook, Pinterest but with unbalanced postings, ignoring the social networks from time to time and giving the impression (on Pinterest especially) that they’ve created a page just for the sake of it.

On Facebook, SABMiller reaches out to their followers with un-personal posts about the organization’s initiatives (they enjoy few likes, vs. the hundreds Heineken receives with its posts). More followers are on Peroni Nastro Azzurro facebook page (one of the company’s beer brands) but less engaged consumers.

Lame Pinterest Peroni presence, especially for a brand that is so voguish and targets fashionable people.

The SABMiller twitter page is a bit better, with regular posts, keeping their followers informed about their activities, news in the industry, environmental issues, etc.

COMM 0015 – Blog Post #1: What social media platforms are the most useful to you?

New social media platforms pop-up all the time and I am constantly exploring what I can use to get the most current and credible information available. While I do have many avenues for where I find information, (mainly online but print as well, I’m still holding out), there are two social media platforms I visit regularly.

Currently, my organization’s Twitter feed is the best source to find out what our community is talking about. People post curtwitter_wallpaperrent events, trending topics and links to what they find interesting. Since SIRC is an avenue for the sport community to communicate with each other, Twitter is a valuable resource for determining future content for blogs, newsletters and LinkedIn posts. Obviously, Twitter does not always deliver quality content, but it can definitely be a good jumping off point for discovering new topics. Knowing your audience is key in engaging and delivering the content people want to read and share, and Twitter delivers a very intimate insight into who you followers are and what they would like to see.

LinkedIn creates a different sort of value for an organization or your own personal brand. I’m still familiarizing myself with LinkedIn, but since I opened an account, I’ve been using it almost everyday. I love how customizable it is, the job posts and news feed are often populated with content I enjoy reading. From my initial observations, I’ve noticed that many of our partner’s don’t use this tool as effectively as they might, my company included. It is my goal for our company to blaze a path, so to speak, by creating and sharing good content through our LinkedIn page. One of the main ideas for this is to get guest writers – leaders in the sport community – to contribute content specifically geared for professional development which will add credibility and appeal to what we are already sharing.Social-Media-300x300

I’m assuming most people use LinkedIn as a place to look for or post jobs, but I see the site as growing into so much more than that. I really enjoy the news feed, many of the posts are directly related to professional development or are curated from the internet to appeal to their audience. With the ability to like, comment, and share articles, a company or individual can increase their reach in a very easy and informal way.

RSS feeds, online newspapers and magazines, newsletters and some of our partner’s company blog posts are also very useful for gaining insight into current trends and topics.  Do you use LinkedIn or Twitter? How do you use them and do you find them effective?