Applying a Marketing Lens to Police Communications

APPLYING AMARKETING LENSTO POLICECOMMUNICATIONSERIC WEAVER • VP SOCIAL STRATEGY • @WEAVE2011 POLICE LEADERSHIP CONFERENCE • #PLC2011VAN

MARKETING? RELATED TO POLICE COMMS? MARKETERS ARE LOOKING TO SOCIAL TO: build awareness. convert the interested. increase revenue. PUBLIC SAFETY MIGHT LOOK AT IT TO: alert the public. inform/educate the community. enhance departmental reputation. perform online forensics.

BUT WE’RE FACING THE SAME HURDLES The public is time-starved and distracted. Trust is harder to come by. Their expectations can often be ridiculous. One blogger can outshout us. Senior officers (or marketers) often don’t get the value of social tools.

“MAYBE SOCIAL MEDIA WILLBE THE MAGIC BULLET.”SO YOU’RE TWEETING. YOU SET UPA FAN PAGE. POSTED SOME VIDEOSON YOUTUBE.IF YOU’RE LIKE MANY OTHERS,YOU’RE WONDERING…NOW WHAT?

AM I DOING THIS RIGHT?CAN WE GET MORE FANS?MORE DIALOGUE?HOW DO I GET MORE ATTENTION?!?

WHAT WE ARE NOW SEEING IS APROFOUNDCULTURALSHIFT 6

NUMBER OF PEOPLEJOINING LINKEDIN.COM DAILY67,000+

FACEBOOK USERS WORLDWIDE665,000,000 SOURCE: SOCIALBAKERS.COM

888,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY2009 POPULATION OF VANCOUVER576,000

55AVERAGENUMBER OFMINUTESUSERSSPEND EACHDAY ONFACEBOOK 10

50% CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010

LET’S TAKE A FRESH LOOK ATTHE PRACTICE OF MARKETING &PUBLIC COMMUNICATION

MODERNMARKETINGWAS BORN INTHE MID 20THCENTURY

“THE OUTBOUND VOICE”:LET’S TELL A (BRAND)STORYLET’S EVOLVE EVERY NICHEOF MARKETING INTO ASOPHISTICATED FIELDLET’S FIND NEW WAYS TOINTRUDE, INTERRUPT ANDDIVERTHAS IT WORKED?

MCDONALD’S:I’M ________ ______

MAXWELL HOUSE COFFEE:GOOD TO THE ________ ________

MONOLITHIC MESSAGESWORKED IN THE PASTWHEN WE HAD:Limited product choiceLimited mediachannelsLonger brand Traditional advertising andinteractions marketing communication was formed when we had 3 TVHigher barriers to channels, 1 hometown paper,entry and no Internet.

BUT NOW… CONSUMERS HAVE ENDLESS CHOICE. Instead of coffee in a can, I can get a half-caff, mocha frappa latte, no foam no sleeve, no whip. Sometimes at 3am.

CULTURAL CHANGES IMPACTING COMMUNICATIONS When modern marketing was created, we had lots of time, attention and trust. And very little noise or choice. H BLIS O PU TY T BILI ER A But with the advent of the Internet, product choice and media clutter are SUM through the roof. Time, attn & trust are low. The consumers’ voices are loud. I CON can pull two levers: trust, and the consumers’ voice. ORIGINAL VERSION: AGENT WILDFIRE

ORGANIZATIONAL REPUTATION IMPACTORS US 2006 US 2010 Quality products & services 53%! Transparent & honest practices 83%! Attentive to customer needs 47%! Company I can trust 83%! Strong ﬁnancial performance 42%! High-quality products/services 79%! Fair pricing 38%! Communicates frequently 75%! A well-known brand 37%! Treats employees well 72%! Good employee relations 35%! Good corporate citizen 64%! Socially responsible 33%! 58%! Prices fairly Visible CEO 23%! 48%! Innovator Dialogue with stakeholders 23%! 47%! Top leadership Employee/CEO blogs 12%! 45%! Financial returns What’s happened in just the last five years? TRUST ISSUES move to the top ofEDELMAN TRUST BAROMETER, 2010 reputation management.

TRUST IS ERODING – BUT SOCIAL CHANNELS, USEDAUTHENTICALLY, CAN PROVIDE PROOF POINTS ANDREBUILD TRUST FLICKR.COM/PHOTOS/POWERBOOKTRANCE

MANY ORGANIZATIONS START OUT THINKING:“I’LL USE SOCIAL MEDIA TOCHEAPLY PUSH MY CONTENT ANDMESSAGE TO NEW AUDIENCES.”

~50% OF ALL AGENCIES TWEETED ABOUT ON-DUTY ACTIVITIES, INCLUDING ARRESTS2010 STUDY OF 38% OF USERS TWEETED ABOUTPOLICE WANTED OR MISSING PERSONSTWITTER 54% TWEETED ABOUT TRAFFIC OR OTHER PUBLIC SAFETYUSERS ADVISORIES 35% OF ALL ACCOUNTS TWEETED ABOUT POLICE AND COMMUNITY VOLUNTEER ACTIVITIES

THERE’S A MUCH BIGGER OPPORTUNITY:ENGAGEMENT.INFLUENCE.ADVOCACY.

THINK BEYOND PUBLISHING STUDY LISTEN PUBLISH ENGAGE INFLUENCE ADVOCACY If our content is If our content is Start by You can’t know If our content engaging influential studying what to publish NOW we can connects with enough, it will enough, it willthe trends, unless you know publish cost- the audience, be shared, create advocacy. the tools, what people effectively. they will fanned, People will ACTthe market want to hear. engage. forwarded. and DEFEND.

SIX STEPS TOINTEGRATED SOCIAL

1 DECIDE ON YOUR TONE AND MANNER Authoritarian? Friendly? Decisive? LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY Precedents are now being set Privacy impact of monitoring is foggy DETERMINE INQUIRY HANDLINGSTUDY & PLAN Response times? Follow-up? DETERMINE EMPLOYEE GOVERNANCE Balancing freedom of speech with departmental reputation Should employees identify themselves? Do officers know when colleagues are under cover?

THE IMPORTANCE OF GOVERNANCE A Santa Monica police officer and a suspect were both shot in an altercation and ended up at the same hospital. The force kept the officer’s identity secret from the known gang member. But a retired officer unknowingly published the officer’s name in relation to the incident. Have to be VERY CLEAR about employee governance. CLICK TO SEE THE VIDEO AT http://blutube.policeone.com/media/6875

1 PLAN FOR REPUTATIONAL INCIDENTS What if an officer is involved in a questionable event? DETERMINE SUCCESS METRICS Still largely unknown in police comms Consider this akin to the early days of the Internet Just because the train is moving fastSTUDY & PLAN doesn’t mean you shouldn’t be on it COMMUNICATE THE GENERATIONAL REASONS BEHIND SOCIAL ADOPTION TO SENIOR OFFICERS Older generations see social’s value differently

HOW MANY SENIOR MANAGERS SEE SOCIAL

BOOMERSAll about propriety. Trained in formalities, don t offend,guarded means safe, not so great with random. Suit & tie:trustworthy.GENS X&YAll about affinity. Formality is boring. Grew up with Googleso sharing means being found. Suit & tie: untrustworthy. Mgmt needs to realize that social mores they take for granted have changed, and social’s rapid adoption2011-2012 is due to this. They’re looking at it through an inaccurate lens.WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCEPHOTO: FLICKR.COM/PHOTOS/KATINALYNN

1 TRENDS: MASHABLE.COM ARGUMENTS: CASESTUDIESONLINE.COMSTUDY & PLAN GOVERNANCE EXAMPLES: SOCIALMEDIAGOVERNANCE.COM SURVEY OF POLICE TWITTER USE: http://j.mp/policetwitter

BEST BUY LAUNCHED TWELPFORCE TO EMPOWER 12,000SOME EMPLOYEES TO ANSWERTHOUGHTS TECH QUESTIONS.ABOUT RISK Q: “DO WE REALLY TRUST THEM TO SAY THE RIGHT THING ONLINE?” A: WE TRUST THEM IN THE STORE ALL DAY LONG

2 NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR? MENTIONSLISTEN SENTIMENT EMPLOYEE POSTS RELATED TOPICS

OBTAIN INTEL IDENTIFY ADVOCATES AND DETRACTORS DETERMINE SUCCESS OF OUTREACH CAMPAIGNS DETERMINE VOLUME OF BUZZ, SHARE OFLISTENING VOICE, OVERALL SENTIMENT, PUBLIC REACTIONS, TOPICS TIED TO YOUR FORCEGOALS IDENTIFY PR CRISES EARLY CORRECT MISPERCEPTIONS AND DEFEND AGAINST ATTACK IDENTIFY AND CORRECT ONLINE MISBEHAVIOUR BY EMPLOYEES (CAN’T GET THIS IF SOCIAL ACCESS IS TURNED OFF AT THE STATION)

FREEBIES: CRAWLED INTERNET MENTIONS ON BLOGS AND NEWS SITES TWITTER (2 WEEKS)FREE VS. MESSAGE BOARDS, FORUMSPAID IMAGES AND VIDEO PAID TOOLS: LARGER GOOGLE DATASETS NON-ENGLISH SITES DEEPER TWITTER ARCHIVES FACEBOOK FAN PAGES

GOOGLE ALERTS SAMEPOINT SOCIALMENTION BLOGPULSEFREEBIES KLOUTLimited data, TECHNORATIlimited insights FILTRBOX YACKTRACK TWITTER SEARCH TWENDZ

PAID TOOLS CYMFONYDeeper data samples; RADIAN6better results; SYSOMOSpartnerships withGoogle, Facebook; rich SCOUTLABSmedia & comments;multiple languages VISIBLE TECHNOLOGIES

SCOUTLABS 40

SCOUTLABS 41

3 NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH? TIME-RESPECTFUL CONTENT Tagged well and easily consumed THOUGHT LEADERSHIP What’s your vision on gang control? Drug houses?PUBLISH PROOF POINTS Show proof of departmental success STORYTELLING PIECES HOW-TOS, FAQs AND GUIDES PUBLISH YOUR SOCIAL POLICY! No Canadian or US police agencies included a link to their official policies

4 NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT? CREATE ENGAGEMENT GUARDRAILS & GOVERNANCEENGAGE Both internal and external CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT Encourage comments, suggestions HEAR & RESPOND Acknowledge them immediately, set expectations on response, and help the public understand the prioritization of resources

ONLINE REPUTATION RESPONSE PROCESSLOCATION EXTERNAL ON-‐SITE POST POST TYPE OF COMMENT POSITIVE BASHING / ERRORS / NEGATIVE RANT / SATIRE COMMENT? DEGRADING MISGUIDED EXPERIENCE TYPE OF RESPONSE CONCUR RESPOND MONITOR RESPOND RECTIFY PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0

5 NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?INFLUENCE HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING? Easy solution: just ask HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM? Goes back to listening efforts

SOCIAL CONTENT NEED NOT BE EXPENSIVE

6 HOW CAN OUR INFLUENCE INSPIRE ACTION AND ADVOCACY? CAN WE INSPIRE CONSUMERS TO SENDADVOCACY OTHERS TO US? CAN WE INSPIRE THEM TO DEFEND US IN SOCIAL CHANNELS?

TO ACHIEVE ENGAGEMENT, INFLUENCE, AND ADVOCACY,THERE HAS TO BEA EMOTIONALCONNECTIONWITH THE PUBLIC.

THE ASK:SELL A PRODUCTBENEFIT FOR ANON-EMOTIONALPRODUCT

ENTERSALTY: ACREATIVEHOOK WITHSTRONGEMOTIONAL& SOCIALAPPEAL

DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST My former employer DDB started byintroducing the character via traditionalbroadcast: an empathetic character that helped explain the product benefit.

They then took the character into print and in-store.

DDB got lots of press and blogger pickup.The character had become “remarkable” – worthy of remark (sharing).

Let’s see how DDB continued to tell the Salty’s Life story on YouTube with broacast-quality spots.

DDB asked consumers to upload photos toa Salty photo contest. They purchased the shakers just to submit photos like these.

Some even uploaded videos of their kids playing with the shakers, garnering thousands of views.

Some staged culinary photoshoots featuriing the shakers.

People even submitted pasta art.Think about that: they took the time tocreate PASTA ART for a brand avatar!

FIRST MONTH: 6000 FACEBOOK FANS 375,000 VIDEO IMPRESSIONS; totalSO DID IT media cost: $0WORK? 20,000 SALTY & PEP SHAKERS SOLD OUT HIGHEST SITE TRAFFIC EVERRESULTS UNIT SALES ROSE BY 24% OVERFOR KNORR THE PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY

WHAT RESULTS WOULD WE HAVESEEN IF WE’D ONLY PLANNEDSOME SOCIAL MEDIA TACTICS?OR JUST A COMMERCIAL?PEOPLE RESPOND TO OTHERS –EVEN AVATARS – WHEN THERE ISA PERSONAL CONNECTION

HELP SENIOR DECISION MAKERS UNDERSTAND THE CULTURE SHIFTS PLANNING REDUCES FEARPARTING THINK BEYOND PUBLISHINGTHOUGHTS A PERSONAL CONNECTIONFROM A INSPIRES ENGAGEMENTMARKETER ENGAGEMENT BUILDS TRUST – AND PEER INFLUENCE IS TRUSTED LEVERAGE THE VOICES OF THE PUBLIC

THANK YOU.ERIC WEAVERVP DIGITAL STRATEGYANT’S EYE VIEW+1 310 494 6492

ANT’S EYE…WHO?Ant’s Eye View is a managementconsultancy focused on transformingorganizations by integrating thecustomer’s voice throughout theentire operation.We are composed of the social medialeads from some of the world’s largeenterprises.We chose the name Ant’s Eye Viewbecause we believe in viewingorganizations from the customers’perspective – from the ground up.http://antseyeview.com

Applying a Marketing Lens to Police Communications

by Eric Weaver on Apr 11, 2011

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Applying a Marketing Lens to Police Communications — Presentation Transcript