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WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
WRPA Conference, September 2, 2010
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WRPA Conference, September 2, 2010

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Going Social - A True Inspirational Story of Pain, Persistence, Policy Development . ...and Triumph …

Going Social - A True Inspirational Story of Pain, Persistence, Policy Development . ...and Triumph
More than detailed updates about what your had for breakfast. More than a place to share all 300 pictures of your new puppy. More than a waste of time. Social media is a legitimate communications tool.

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  1. Going Social A True Inspirational Story of Pain, Persistence, Policy Development . . .and Triumph
  2. A Case Study… <ul><li>Identified the need </li></ul><ul><li>Education and buy-in </li></ul><ul><li>Policy development </li></ul><ul><li>Strategy development </li></ul><ul><li>More education and buy-in </li></ul><ul><li>Soft launch </li></ul><ul><li>Test and tweak </li></ul><ul><li>Measure and report </li></ul>
  3. Identified the Need <ul><li>Existing Accounts </li></ul>
  4.  
  5. Needs <ul><li>Existing Accounts </li></ul><ul><li>New, affordable ways to promote services </li></ul><ul><li>Competition </li></ul><ul><li>Upcoming projects </li></ul><ul><li>Alternative to public open house </li></ul><ul><li>Engagement </li></ul><ul><li>Customer Service </li></ul>
  6. Education and Buy-in
  7. A Few Examples
  8. A Few More
  9. Why It’s Important <ul><li>By end of 2010 Gen Y will outnumber Baby Boomers…96% of them have joined a social network </li></ul><ul><li>Years to Reach 50 millions Users: </li></ul><ul><ul><li>Radio (38 Years) - TV (13 Years) </li></ul></ul><ul><ul><li>Internet (4 Years) - iPod (3 Years) </li></ul></ul><ul><ul><li>Facebook added 100 million users in less than 9 months </li></ul></ul><ul><ul><li>iPhone applications hit 1 billion in 9 months </li></ul></ul><ul><li>The fastest growing demographic using social media is 25 years old and older </li></ul><ul><li>Half of all current adult social networkers access their profiles at least every other day </li></ul>
  10. Why It’s Important <ul><li>On average each adult with a social networking page or profile has profiles on 1.6 sites; 39% of adults have profiles on two or more sites. </li></ul><ul><li>If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>More than half of Facebook users are outside of college </li></ul><ul><li>20% of adults have used Twitter </li></ul>
  11. Why It’s Important <ul><li>The #2 largest search engine in the world is YouTube </li></ul><ul><li>YouTube = 10% of all Internet traffic </li></ul><ul><li>53% of people say that blog content influences purchase decision </li></ul><ul><li>Generations Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen </li></ul><ul><li>What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook… </li></ul>
  12. Facebook <ul><li>What is it? </li></ul><ul><li>Who’s using it? </li></ul><ul><li>City and County of San Francisco </li></ul><ul><li>CIA </li></ul><ul><li>Veterans Health Administration </li></ul><ul><li>WYDOT </li></ul><ul><li>Wyoming Highway Patrol </li></ul>
  13. Twitter
  14. Who’s Using Twitter
  15. Blogs <ul><li>What is it? </li></ul><ul><li>Who’s Using Blogs? </li></ul><ul><li>TSA </li></ul><ul><li>US Department of State </li></ul><ul><li>Jefferson County Parks and Recreation (Washington) </li></ul><ul><li>Santa Barbara Parks and Recreation </li></ul><ul><li>Fort Collins Museum </li></ul>
  16. Policy Development <ul><li>Best practices </li></ul><ul><li>Multi-departmental Team </li></ul><ul><li>Centralized tools unless: </li></ul><ul><ul><li>Unique business need </li></ul></ul><ul><ul><li>Partnership </li></ul></ul><ul><li>Comment policy </li></ul><ul><li>Employee use </li></ul>
  17. City of Fort Collins Strategies <ul><li>Communication with the Public </li></ul><ul><li>Promote events, programs, and initiatives </li></ul><ul><li>Engage citizens </li></ul><ul><li>Improve customer service </li></ul><ul><li>Gather citizen input on policy related issues </li></ul><ul><li>Recruit potential employees </li></ul>
  18. Facebook Promote*Engage*Recruit*Gather
  19. Facebook - Gather
  20. Twitter Promote*Inform*Customer Service
  21. Twitter – Promote and Inform <ul><li>Hashtags: </li></ul><ul><li>#planfc – Plan Fort Collins information and event </li></ul><ul><li>#fctrip – construction updates, road closures, and traffic updates </li></ul><ul><li>#nocosnow – snow removal updates and road conditions during snow storms </li></ul>
  22. Twitter – Customer Service <ul><li>A snow plow hit my car! </li></ul>@ fortcollinsgov the roundabout @ horsetooth & ziegler needs cleaning. There is a sandbar that is slippery @ FortCollinsGov Does the no-smoking within 20ft of doors or windows law apply to exteriors of apartments and private dwellings? I hope so! Well, you're apparently off the hook city of fort collins. Now to hope that our property management company is as responsive to work with.
  23.  
  24. Twitter <ul><li>General Feedback </li></ul><ul><li>@ STiMonSTAR - @fortcollinsgov the patched street is so much nicer. Thanks for making Bueno Dr. drivable again.    </li></ul><ul><li>@ gletham - Very cool that the city of fort Collins responds when I bring up a local issue. Much appreciated </li></ul><ul><li>@ SprigToys - @ fortcollinsgov Thank you for the great updates of road conditions! Have a great holiday, stay warm! </li></ul><ul><li>@ ConnectConsltnt - @ fortcollinsgov : I see the 2010 Recreator is out! Yahoo! Time to spin again. Dropping any off at the Chamber? Please. </li></ul>
  25. YouTube and Flickr <ul><li>http://www.youtube.com/CityofFortCollins </li></ul><ul><li>http://www.flickr.com/photos/fortcollinsgov </li></ul>
  26. City of Fort Collins Strategies <ul><li>Internal Communication </li></ul><ul><li>Inform and engage employees </li></ul><ul><li>Identify and dispel incorrect rumors </li></ul><ul><li>Create connections among employees </li></ul><ul><li>“ Humanize” management </li></ul>
  27. Soft Launch….at first <ul><li>Facebook </li></ul><ul><ul><li>1,162 fans </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>1,740 followers </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>March: 535 downloads </li></ul></ul><ul><ul><li>July: 3,688 downloads </li></ul></ul>
  28. Test and Tweak <ul><li>When we engage </li></ul><ul><ul><li>Negative/opinionated – share with staff </li></ul></ul><ul><ul><li>Factually inaccurate – correct </li></ul></ul><ul><ul><li>Addressed to us/question – respond </li></ul></ul><ul><ul><li>Heated – redirect offline to e-mail </li></ul></ul>
  29. and Tweak and Tweak and Tweak… <ul><li>Concerns, Challenges, and Opportunities </li></ul><ul><ul><li>Time and resources </li></ul></ul><ul><ul><li>Fresh and varied content (photos, video, etc.) </li></ul></ul><ul><ul><li>Integration into “old school” marketing efforts </li></ul></ul><ul><ul><li>Cross promotion </li></ul></ul><ul><ul><li>Meaningful tracking mechanisms </li></ul></ul><ul><li>Looking ahead </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Internal communication </li></ul></ul>
  30. Measure and Report <ul><li>Measurements of success </li></ul><ul><ul><li>Fans, followers, lists, downloads, interactions </li></ul></ul><ul><ul><li>Success stories </li></ul></ul><ul><ul><li>Program participation </li></ul></ul><ul><ul><li>Citizen Survey: informing, welcoming citizen involvement, listening </li></ul></ul>

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