Movement Preso RWC

Creating a MovementHost City Auckland 2011

Interactive Scoping

Prepared by Courtney Lambert


Opportunity exists to establish auckland2011.com as the heart of the host city Auckland Rugby World Cup movement


Three ways to create a movement:

1. Tell a story about who we are and the future we’re trying to build (current site)

2. A connection between and among the leader(Regional Steering Group) and the tribe(stakeholders)

3. Something to do (ways to get involved)


Benefits of a movement:

• As a public project, enables transparency and participation

• Leverage existing base of well resourced partner organisations e.g. unions, councils, tournament organisers

• Diverse stakeholder requirements are met without diluting RWC Auckland communications objectives


• Measurement based on stakeholder need and usage; not web server stats

• Earned as opposed to paid media

• Less spend on search engine optimisation tools e.g Google ads

• Feedback loop is monitored and can be managed


• Currently have three primary stakeholder groups (Partners/Visitors/Business)

• Think of three groups as ‘tribes’

• Current trust levels are low and messaging is fragmented by project partner objectives

• Need to build trust through the tribal partners


• Site is currently catering to different ‘groups’

• A ‘group’ is a ‘tribe’ without a leader

• A ‘group’ is a ‘tribe’ without communication

• How to leverage the power of ‘tribes’ to create a movement?


Two things to turn a group into a tribe:

1. A shared interest

2. A way to communicate


Four ways of communication:

1. Leader to tribe (current site=broadcast)

2. Tribe to leader

3. Tribe member to tribe member

4. Tribe member to outsider


• RWC Auckland needs to show leadership to leverage its relationships

• Innovation is the currency of tribes as gets attention

• How does RWC Auckland demonstrate innovation to the rest of the tribal partners?


1.Tribal leader (RSG) provides tools to enable

members to tighten their connections

2. Emphasis is on connection; not content

3. Think user-driven, user-created content


Tribe Tahi

Shared interest

Primary way to communicate

Leader to tribe

Tribe to leader

Tribe member to tribe member

Tribe member to outsider

Partners

Is Auckland ready for RWC?

E-letter

Blog

Forum/document sharing

Blog trackbacks


Tribe Rua

Shared interest

Primary way to communicate

Leader to tribe

Tribe to leader



Visitors

I’m planning on visiting Auckland as part of RWC

E-letter

Blog/microblog, fanpages

Blog/microblog, fanpages

Blog trackbacks, fanpage invites


Tribe

Shared interest

Way to communicate

Leader to tribe

Tribe to leader



Business

How can my business benefit from RWC Auckland?

E-letter

Blog, fanpages

Forum, document sharing

Blog & e-letter trackbacks

What Might This Look Like?Tribe Tahi: Partners

Web based project management applications like BaseCamp allow for document sharing and build trust in the tribal network INNOVATION>LEADERSHIP

What Might This Look Like?Tribe Rua: Visitors

Microblog e.g Twitter, creates connection and live updates build energy-tribe grows quickly TRIBAL GROWTH

What might this look like?Tribe Toru: Business

Sharing practical tips provide tangible benefits of belonging to the tribe. Connections create shared purpose and an opportunity to feedback and have conversations SHARED INTEREST

Managing Communications Risk

• The easiest thing is to react

• The second easiest thing is to respond

• The hardest thing is to initiate

Managing Communications Risk

• Recommend RWC social media strategy is developed in line with egovt guidelines to support Regional Communications framework

• Link: http://www.sec.govt.nz/guidance-social-media-use

The Tech Stuff

• Original site map needs to be reassessed to enable more simple user navigation and measurement

• See sample

Resource Requirement

Regional Comms Manager June 09

Interactive Lead July 09

Interactive Editor Sept 09

Interactive Coordinator Sept 2010

Things To Do Now: Partners

• Focus on building and leveraging the ‘project partners' tribe by joining and supporting their tribes e.g. comments on blogs, follow on twitter, facebook fan pages

• Provide a tool for them to get involved e.g Basecamp or live forum

• Provide monthly eletters using existing third party provider Smartmail

Things To Do Now: Visitors

• Register social networking usernames auckland2011 (twitter, facebook, wetpaint, digg)

• Brainstorm content ideas to develop promotional schedule e.g. opening ceremony user developed site, giveaways, key dates

• Develop editorial/promotional plan

Things to Do Now: Business

• Invite business person or commentator to blog a series on business opportunities through RWC Auckland

• Organise and edit pages by business issue and post links to tribal partners

• Identify and develop case study of Auckland business working towards RWC to share across tribe members

People will spend their time and energy on things they believe in

TRUST/INVOLVE/CONNECTSTART CONVERSATIONS

START A MOVEMENT

Spiritual

Movement Preso RWC