All posts tagged government

Dispel complexity with educational content using Google paid search advertising

by Kelly Kubrick on April 30, 2019

Campaign Objectives

The Canadian Commercial Corporation (CCC) wanted to promote the availability of a new ebook developed to explain its government-to-government (G2G) offering to Canadian manufacturers.

The Plan

In advance of the paid traffic campaign, CCC developed landing pages in English and French, containing an offer to download the ebook in exchange for providing contact information.

Where Digital Fit

In addition to its regular organic social media and email newsletters, CCC approved a paid search media buy on Google Ads. Online Authority was tasked with advising the internal team with how to plan the campaign, including how to undertake keyword research and how to structure its Ad Groups.

Online Authority provided advisory services to the CCC team on creative – copy and image treatments, and recommended keyword bid adjustments after an initial period in market.

ebook search ads english and french


Within days of launch, significant insights into the strongest keywords – as well as those worth excluding as negative keywords – were identified for CCC providing critical insights into the opportunities available to CCC’s business development efforts going forward.

If you are interested in learning more about paid search advertising, contact Online Authority today.

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Kelly KubrickDispel complexity with educational content using Google paid search advertising

Measuring digital diplomacy and digital advocacy

by Kelly Kubrick on April 6, 2016
Updated April 15, 2016

On April 20-21, 2016, Global Affairs Canada in partnership with the University of Southern California’s Center on Public Diplomacy is hosting a conversation between foreign governments, academics and industry experts.

Entitled “#Diplometrics – Measuring up: Public Diplomacy & Advocacy 2.0 for Effective Results” the event is intended to explore results measurement for public diplomacy, advocacy and digital diplomacy efforts. As the event approaches, I found a handful of definitions for digital diplomacy:

  • “…the use of Information and Communication Technologies (ICTs) and social media platforms in the conduct of Public Diplomacy (i.e. processes in which countries seek to accomplish their foreign policy goals by communicating with foreign publics)
  • “…the use of the Internet and new information communication technologies to help achieve diplomatic objectives”
  • “…more than a new tool in a used tool box…[it’s] a dialogue made possible by Digital Diplomacy which could replace the monologue of Public Diplomacy.”

I was intrigued as at Digital Strategy Conference, we defined social business strategy, one of the six definitions of digital maturity as: “the intent to facilitate interaction and collaboration in three directions: externally, with your community; internally, employee to employee; and between customers.” Immediately, I could see that being adapted for Digital Diplomacy –

In terms of advocacy or diplomacy campaign measurement, #diplometrics could be the “measurement, use, and impact of, social technologies to achieve diplomatic objectives”. Or is it broader than results measurement with social technologies, and needs to incorporate offline outcomes as well? To help answer my questions, I’m pleased to have the opportunity to moderate the Industry panel #Diplometrics. My panellists will be:

  1. William Carty – Manager, Public Policy for U.S. & Canada – Twitter Inc. and @WRDCarty;
  2. Kevin Chan – Head of Public Policy, Canada – Facebook Inc.;
  3. Colin McKay – Head of Public Policy & Government Relations, Canada – Google and @Canuckflack; and
  4. Donny Halliwell – Senior Strategist, Customer Success – Hootsuite and @DonnyHalliwell.

Given their backgrounds, I’m intrigued to learn more: William played a key role in the development and passage of US legislation in technology, telecommunications, cybersecurity, privacy, data security, public safety, energy and healthcare. Kevin has academic and Canadian federal government chops. Colin has been an advocate for both Open Government and privacy, which is quite the balancing act. Prior to his role at Hootsuite, Don operated the Twitter handle @BlackBerry with over 4 million followers and BlackBerry’s corporate Facebook pages with over 30 million fans.

Over the course of the day, we’ll hear from industry and policy experts all working to pin #Diplometrics down. Looking forward to it!

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Kelly KubrickMeasuring digital diplomacy and digital advocacy

Can we diversify Canada’s economy through digital policy?

by Kelly Kubrick on April 4, 2016

On Tuesday April 19, 2016, Canada’s Digital Policy Forum (CPDF) will host stakeholders and policy makers to discuss improving Canada’s performance in the development of its digital economy. The Forum proposes that “inevitably, any sound strategy for economic diversification must be a digital strategy.”

At Digital Strategy Conference, we defined digital strategy as “the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage.” If you expand ‘your organization’ to incorporate Canada, we can extrapolate that organizational-level thinking to economy-level thinking.

If digital enterprises empower and drive growth, the CPDF Diversifying Canada’s Economy Through Strong Digital Policy Forum asks what kinds of policies and institutions are needed to encourage and scale that growth. How can we best enable digital innovations? The day is set up to:

  • Establish the current cyber-security threats and attack environment (behold the recent hospital system held hostage);
  • Discuss the potential for user-generated data to impact us socially, politically, and economically;
  • Ask if data from our devices be brought out of the private domain and used to serve the public good, without compromising privacy or safety?
  • Learn from Sweden’s model for exploiting the opportunities of digitalisation
  • Debate if government and the private sector are capable of collaboration and cooperation at speed, or if our  competitive skills will merely erode further?

As co-author of the dStrategy Digital Maturity model, I’m looking forward to hearing from industry such as Google and Intuit – and from academics and policy makers such as the Information & Communications Technology Council (who recently released Digital Talent: Road to 2020 and Beyond), the Social Media Lab, a multi- and interdisciplinary research laboratory at Ryerson University and at the Ted Rogers School of Management at Ryerson University and Sweden’s Digitalisation Commission.

If digital readiness interests you, consider participating in the dStrategy Digital Maturity Benchmark Survey. Intended to help organizations understand the dimensions needed for digital readiness, as with the Forum, understanding how we can build digital capacity at an organizational level can also serve to help us identify capabilities and gaps in advancing our national competitiveness.

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Kelly KubrickCan we diversify Canada’s economy through digital policy?

GTEC, Gerry McGovern deadline & Zone5ive @ Brookstreet

by Kelly Kubrick on October 6, 2010

What do these have in common you ask? Apart from the usual web-ian theme, they are also three of Ottawa’s events this month (so far!). Have I missed any?

1. GTEC (Canada’s Government Technology Event) is in full swing – if not nearly done – at the Westin Hotel (search for GTEC on Twitter to get a sense of the conversation…). Very healthy exhibitor floor and I caught a couple of sessions, including the G20 case study on Canada’s lead role in “the world’s largest social media project”. Kudos to Foreign Affairs and International Trade Canada for opening the kimono and sharing details on how the whole project got off the ground, how things went during and what’s likely to happen next.

2. Zone5ive’s next session, “The Bigger Picture: Taking your Product into Today’s Market” is set for Thursday, October 14, 2010. This month’s speaker is Corien Kershey, Director of Strategy at Marketing Magnitude. In case you haven’t attended this year, please note that Zone5ive has moved to the Brookstreet Hotel in Kanata (who put on a great lunch in September – thanks Brookstreet!).

3. Although technically not an October event, NeoInsight and OCRI are offering an early-bird discount (until 5pm on October 15th) for their Task Management Masterclass with Gerry McGovern in Ottawa on November 3rd (and Halifax on November 1st). Having attended a previous Gerry McGovern event, I expect this one will be a sell out too!

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Kelly KubrickGTEC, Gerry McGovern deadline & Zone5ive @ Brookstreet

Ottawa’s jam-packed June

by Kelly Kubrick on June 23, 2010

I’m not sure if it was intentional or not – trying to beat a pre-summer vacation frenzy? – but this past month, Ottawa has been jam-packed with with web-related events. Which is, of course, excellent news for our fair city. Our web-ian community grows!

A quick round up of those I was able to catch:

  • GovCamp Ottawa, our local version of GovCamp Canada: “an open environment for conversation about the role of municipal, provincial and federal governments in cultivating the growth and prosperity of Canada’s vibrant communities…”. My first ‘un-conference’, and an intriguing experience. After hearing from a kick-off panel, the audience created the agenda on the spot. I joined a debate about how valuable (or not) subject matter experts are in an open government model, a discussion about inter-jurisdictional (federal, provincial and municipal) applications and a session about how to measure the impact of open government data using examples and success stories. Overall though, my favourite part was the live Twitter feed during the panel itself; highly amusing to be part of a top-trending topic on Twitter for a day…
  • “Winning the War on Google” featuring Rebecca Lieb, presented by the nascent Ottawa Web Marketing Rebecca has an impressive search pedigree and covered a lot of the fundamentals of search. Unfortunately, the most interesting material – the future of search – came at the end with little time left. She touched on implications of universal search e.g. the blending of search results – organic, news, images, video, social, etc. to illustrate why it’s – truly – no longer about rankings. Also, intriguing stats from comScore: “In early 2008, 17 percent of searches contained some type of blended result. In late 2008, it was 31 percent of all search results.” Look out marketers!
  • “Social Media Marketing Experts Reveal All” with panelists Scott Lake from SWIX, Erin Blaskie, Lifestreamer (my new favourite word – see BabyCenter’s research segmenting social moms) and Michele Bedford-Thistle from Microsoft, presented by OCRI‘s, Zone5ive technology marketing speaker series. Each panelist had an extremely different take on social and how they’ve incorporated it into their professional selves and businesses. Finally – concrete evidence about why organizations don’t need to panic about the ‘right’ way to ‘do’ social.

There were still other events I was not able to attend, including:

  • “Wikibrands – Reinventing Your Business in A Customer Controlled Marketplace”, featuring Sean Moffit and presented by SMB Ottawa (Social Media Breakfast Ottawa). For reasons that I’m unclear about, there’s no reference to the event on the SMB Ottawa web page,  but you can find the presentation on slideshare. Perhaps they are pure-Twitterists?
  • MARCOM 2010 – “professional development and educational forum for public and not-for-profit marketers and communicators”
  • Your Facebook Business Account – Turn “Fans” into Customers Session 3 of Using Social Media to Drive Business featuring Erin Blaskie, presented by the Ottawa Chamber of Commerce. Fortunately for me, Erin posted the presentation on slideshare.

If you were able to attend any of these, comment away – I’d be curious to hear what you learned at each.

And finally, although it not exactly an event, there is a deadline worth noting – CMA Ottawa is touting the fact that the entry deadline for the 2010 Canadian Marketing Associations Awards is June 24th, 2010.

Go Ottawa!

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Kelly KubrickOttawa’s jam-packed June

Measure for Measure – an Internet Performance Measurement Comedy of [T]errors

by Kelly Kubrick on January 7, 2007

Today’s public sector organizations are operating in environments of increasing scrutiny. Many are looking practical ways to show results, not only to funding sources but to the Canadian public as a whole.

In particular, organizations need evidence that their Internet marketing and communications activities are aligned with larger policy and program objectives.

What’s the best way to develop a practical framework to measure website goals? How best to report consistently on progress and success to management?

To learn more, attend MARCOM 2007 in Ottawa, when Kelly Kubrick of Online Authority and Darlene Moore of Drive Traffic Inc will discuss how you can:

  1. Develop Internet Performance Measurement frameworks
  2. Articulate Internet-specific outcomes and indicators
  3. Show the results of your Internet investments

We’ll see you there!



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Kelly KubrickMeasure for Measure – an Internet Performance Measurement Comedy of [T]errors