Integrating Social Media into your Government Marketing Strategy
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Government Social Media Conference 2015 Presentation: How to Integrate social media into your government marketing strategy. Government Social Media Conference 2015 - April, 2015 Speaker: Kaitlin Keeler, Oakland County Government, MI
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Integrating Social Media into your Government Marketing Strategy
- 1. INTEGRATING SOCIAL MEDIA INTO YOUR GOVERNMENT MARKETING STRATEGY OAKLAND COUNTY, MI welcome
- 2. KAITLIN KEELER DIGITAL EDITORIAL MANAGER IT - EGOVERNMENT
- 5. Agenda What is Integrated Social Media Marketing Why should we integrate? How to integrate Departments Case Study: Board of Commissioners Human Trafficking Event
- 7. What is an Integrated Social Media Marketing Strategy? Social media strategy that is built upon the entire organizations’ marketing goals and strategy Integrates Marketing & Departments It is driven by one strategy for a parent brand and integrates the strategies of underlying brands to make each strategy stronger.
- 9. Why ISMM? Work together towards common goals Better customer service & delivery of services Increased transparency Track effectiveness of programs and campaigns Do more with constrained resources hypersyndication, sharing, etc.
- 10. Why ISMM? Marketing processes were fragmented Channels were isolated Return on investment was unknown Customer service was fragmented across channels and lines of service Inconsistent branding Cohesive cross- departmental marketing Repeatable Process Measurable ROI Consistent customer service Strong Brand Identity Before Integration After Integration
- 11. Why Integrate Marketing? Every marketing activity must have a social component to drive citizen engagement, improve delivery of services and reduce costs. As you create your marketing/event calendar, make sure that you have a plan to use social to amplify every marketing tactic and campaign Campaigns can’t just be social, need a plan for every step in the funnel Promotion, Registration, Event, Afterwards, etc.
- 12. AWARENESS CONSIDERATION ACTION STRANGERS – REACH VISITORS – IMPRESSIONS SUPPORTERS LEADS – EDUCATED USERS CUSTOMERS LEADS – ENGAGED USERS Events Social Media Reach WOM Social Media Impressions Social Media Engaged User Agency Website Web Pages Blog Community Outreach Email Public Relations Press Releases Research Brand Awareness Educate & Entertain Engage Conversations Build Relationships Establish Trust Inspire Action Take Action Participate Attendees
- 13. Why Integrate Departments? We all have the same HIGH-Level goals: Citizen Engagement, Awareness, Education, Promotion of Services We all have the same HIGH-Level target audiences: everyone who lives, works and plays in Oakland County We are all using some form of marketing, social media, community outreach Let’s work together!
- 15. Leadership Buy-In Organization-wide participation Integrate Departments How to Integrate
- 16. How to get Leadership Buy-In Leadership & Elected Official Buy-in Initiative of Executive Office ISMM Strategy centrally driven and created by IT BOC approved social media policy
- 17. How to get Organization-wide Participation Organization-wide Participation Educate departments on ISMM strategy & policy Get buy-in (what’s in it for them) & integrate them in strategy process: Service Center Request Questionnaire & Strategy Account Creation & Optimization Training & Empowerment
- 20. Strategy Questions Goals? Target Audience? Who are they? Where are they? What do they want to hear from you? How do they want to engage with you?
- 21. Platform Strategy Where is your target audience? What Existing Platforms can we leverage? OakGov 9 social media channels Other Departments What new Platforms should we use? Emerging Is your target audience already there
- 23. Content Strategy What do they want to hear? Type of Content Mix of Educational, Engaging, Promotional 80/20 mix Community Content Sources Existing Content Shared Content User Generate Content Content Frequency
- 24. Engagement Strategy How to best engage them? Who to engage with: Target Audiences: Others: Partners, other professional organizations , CVT’s, etc. How to engage Frequency of engagement Responding to Inquiries (positive and negative)
- 26. Connection Strategy Who are we targeting on social media? Who to connect with: Target Audiences: Current and Potential Vendors, Other Governments, Associations Others: Partners, other professional organizations , CVT’s, etc. How to convert target audience to your connections: Engagement – participate in the digital and social conversation
- 30. Integrate Departments In ISMM strategy, Identify Parent Brand & individual department brands Outline/identify how other departments fit in & work together 1. Service Center Request 2. Questionnaire & Strategy 3. Account Creation & Optimization 4. Training & Empowerment
- 31. 1. Questionnaire & Strategy Template What are your Goals? Who do you want to reach? Where do you want to be? What do you want to share? Availability Goal Oriented Citizen Centric Leverage shared resources, content & goals Connection, Platform, Content & Engagement Sustainable Questionnaire Strategy
- 33. Board of Commissioners Human Trafficking Event Case Study
- 34. Service Center Request Board of Commissioners sent in request: “Help to promote Human Trafficking Awareness Event” Had already educated BOC on Social Media Strategy & Policy, and it was determined that they wouldn’t have their own dedicated accounts, but leverage OakGov, Departments & Commissioners
- 35. Questionnaire & Strategy Initiates Questionnaire conversation Goal- 600 Event Attendees Target Audience, Assets Available, Timeline Strategy Creation How does it fit in ISMM strategy? Platform, Connection, Content & Engagement Strategy
- 37. BOC- Connection Strategy Who do they want to reach? Parents Educators Teens Professionals Who can help us amplify our message? Our Departments: Sherriff, Public Health, Homeland Security Speakers Schools Community Organizations
- 38. BOC-Platform Strategy Where are these people? Where are Human Trafficking Conversations happening? Facebook Twitter LinkedIn Instagram
- 39. BOC – Content & Engagement Strategy What conversations are already happening on social media about Human Trafficking How can we add to it Awareness, education, stats/facts True Stories #HumanTrafficking, #Awareness Graphics, photos, program, logo Promote event
- 41. AWARENESS CONSIDERATION ACTION STRANGERS – REACH VISITORS – IMPRESSIONS REGISTRANTS LEADS – EDUCATED USERS ATTENDEES LEADS – ENGAGED USERS Eventbrite Page Views 1.2K Social Media Reach 77K WOM Social Media Impressions 13.3K Social Media Engaged Users 210 OakGov Website 34.5K BOC Home Page 526 Downloads 299 Community OutreachPublic Relations Press Releases Eventbrite Impressions 2.5K Brand Awareness Education Engage Conversations Build Relationships Establish Trust Inspire Action Take Action Eventbrite Registrants 597
- 42. BOC Results Sold Out- 650 people attended! Goal was 600 Continued conversation on social media year round BOC Human Trafficking Event committee expanded to become a Task Force
- 43. Thank you!
Editor's Notes
- Location: Southeast Michigan, our county offices are 20 miles northwest of Detroit Size: 900 miles, 1.2 million people, Oakland County is composed of 61 cities, townships and villages Awards: Recognized multiple times for our innovative use of IT to improve customer service and reduce our Industry: built upon the motor city but capitalized on automation expertise to diversify economy into healthcare & Information Technology
- Oakland County has adopted an integrated social media marketing strategy. WHY Exploring social media, with some success Not consistent, resources Goal oriented Needed to better track effort to determine ROI
- Not using social media at all? Well your constituents are, and they are talking about you Some departments are, some accounts are weak or abandoned Not sure how much time (tax payer dollars are being spent) and if you are getting any results? Perhaps you’ve got a strategy & a presence, but not enough time or people to implement…. Well an integrated marketing strategy leverages already created content, ensures consistent branding and is measureable.
- Questionnaire, strategy template-build with the department, create realistic implementation strategy, train on brand standards & individual strategy, establish how to measure, empower
- Content can be pushed and pulled between all tiers OakGov content can be hypersyndicated to any profile or platform for any Department The Departments can share content and engage with each other at any level, so long as the content is relevant and strategic
- The Connection Strategy will be driven by the strategies’ goals and target market With an integrated approach: Connections grow exponentially because the number of connections of each brand can be utilized Reach grows virally when your connections spread your brand to their connections
- An integrated social media strategy leverages the power of social media of an entire organization, making each tier’s strategy stronger. An integrated social media approach will ensure consistent branding, strategic content, and increased connections With proper implementation, this approach will allow all Departments to reach their social media goals
- An integrated social media strategy leverages the power of social media of an entire organization, making each tier’s strategy stronger. An integrated social media approach will ensure consistent branding, strategic content, and increased connections With proper implementation, this approach will allow all Departments to reach their social media goals
- Social Media Reach: 47 posts, 77K Reach, 13.3K Impressions, 210 engaged users