Local Governments, Who's Telling Your Story?

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Engage your citizens…using Social Media

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  • Local Governments, Who's Telling Your Story?

    1. 1. Who’s telling your story? Engage your citizens…using Social Media
    2. 2. Issues important to you (gov’t officials) <ul><li>Responsible spending of tax revenue </li></ul><ul><li>Infrastructure </li></ul><ul><li>Planning and development </li></ul><ul><li>Emergency services </li></ul><ul><li>Delivery of basic services </li></ul><ul><li>Disaster planning and recovery </li></ul><ul><li>Crisis management </li></ul><ul><li>Recreation </li></ul><ul><li>Events </li></ul><ul><li>Schools (maintenance, levies, staffing) </li></ul><ul><li>Road construction (potholes, orange barrels up too long, etc.) </li></ul><ul><li>City-sponsored efforts (recycling, smoke alarm day, safety training, CPR training) </li></ul><ul><li>Building codes (direction on installing fences, decks, electrical wiring, etc.) </li></ul><ul><li>Traffic updates / road closings </li></ul><ul><li>Emergency updates (snow storms, tornadoes, electrical outages, chem spills) </li></ul><ul><li>Policy research (what issues are on upcoming ballots?) </li></ul>Issues important to your citizens
    3. 3. Benefits of engaging citizenry <ul><li>Quicker and easier adoption of new services, policies, etc. </li></ul><ul><li>Community support (advocacy) for new initiatives </li></ul><ul><li>Immediate feedback on issues </li></ul><ul><li>Direction on what issues are most important to general population </li></ul><ul><li>Direction on how to promote community/ attract future residents and businesses </li></ul>
    4. 4. What is social media? <ul><li>Internet- and mobile-based tools for sharing and discussing information. </li></ul><ul><ul><li>Wikipedia </li></ul></ul>What is social media… to government? <ul><li>The use of Internet- and mobile-based tools to engage residents, collect consumer data, share information and generate awareness… </li></ul><ul><li>Social Media is new form of Public Relations </li></ul>
    5. 5. Reasons for government to use social media <ul><li>Alternative to (“evolution of”) traditional PR </li></ul><ul><ul><li>Increasingly effective and growing </li></ul></ul><ul><li>Multiple lines of communication </li></ul><ul><ul><li>Essential, especially in times of crisis </li></ul></ul><ul><li>Inexpensive </li></ul><ul><li>Reach various demographics </li></ul><ul><li>Increase search engine rankings </li></ul><ul><li>Real time </li></ul><ul><li>Drive citizens to website </li></ul><ul><li>Communicate your message </li></ul><ul><li>Establish representative voice(s) for community </li></ul><ul><ul><li>If you don’t establish a voice, someone else will! </li></ul></ul><ul><li>Crisis Management tool </li></ul><ul><ul><li>Follow same principles as with traditional media </li></ul></ul><ul><ul><ul><li>Establish intelligent, skilled spokesperson(s) </li></ul></ul></ul><ul><ul><ul><li>Tell your side of the story </li></ul></ul></ul><ul><ul><ul><li>Gain empathy and advocacy </li></ul></ul></ul><ul><ul><ul><li>Never say “No Comment” </li></ul></ul></ul>
    6. 6. Types of social media <ul><li>Weblogs/Blogs—Blog.Wired.com, TwoBitsAndAByte </li></ul><ul><li>Microblogs—Twitter </li></ul><ul><li>News dissemination (Social Media Release)—PitchEngine.com, Google News, Twitter </li></ul><ul><li>E-Newsletters </li></ul><ul><li>E-mail </li></ul><ul><li>Social media networking sites—Facebook, LinkedIn, Google Groups </li></ul><ul><li>Aggregators—Ping.fm, FeedBurner, FriendFeed </li></ul><ul><li>Wikis—Topic-specific Wikipedia pages </li></ul><ul><li>Online photo/video sharing galleries—YouTube, Flickr </li></ul><ul><li>Podcasts </li></ul><ul><li>Text messaging </li></ul><ul><li>Internet forums </li></ul><ul><li>Event forums—Meetup.com </li></ul><ul><li>Online surveys—SurveyMonkey.com </li></ul><ul><li>Custom Applications—Twit2Win </li></ul>
    7. 7. Important points <ul><li>You DO NOT need to be an active blogger </li></ul><ul><li>Leadership should embrace social media, not fear it </li></ul><ul><li>Establish social media policy and best practices </li></ul><ul><li>You DO need to communicate your message </li></ul><ul><li>You CAN measure impact of social media </li></ul><ul><li>If you don’t establish a representative voice for your community, someone else will! </li></ul><ul><li>Dissenting voices can easily become “de facto” voices for your community </li></ul><ul><li>Purpose is not to “control” message, but to “guide” message and engage citizens in message </li></ul><ul><li>It all starts with your website! </li></ul>
    8. 8. The tools! <ul><li>Website. It all starts here! </li></ul><ul><ul><li>The basis for all PR, branding, social media </li></ul></ul><ul><ul><li>Dynamic, functional, user friendly </li></ul></ul><ul><ul><li>The face…and often first impression…of your community </li></ul></ul><ul><ul><li>Content rich—to drive search engine results </li></ul></ul><ul><li>Social Media Policy </li></ul><ul><ul><li>Establishes best practices and procedures </li></ul></ul><ul><ul><li>Ensures that entire staff is on message </li></ul></ul><ul><ul><li>Empowers staff to be proactive </li></ul></ul><ul><ul><li>Positions social media as “means to engage” rather than “distraction” </li></ul></ul><ul><ul><li>Encourages citizen participation </li></ul></ul>
    9. 9. The tools! <ul><li>E-newsletter </li></ul><ul><ul><li>Ensures regular contact </li></ul></ul><ul><ul><li>Promotes/strengthens brand </li></ul></ul><ul><ul><li>Delivers timely, relevant content </li></ul></ul><ul><ul><li>Easy to monitor </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><li>Entertains </li></ul></ul><ul><ul><li>Can be self administered </li></ul></ul><ul><ul><li>Inexpensive—no printing, nominal monthly fees to manage (e.g., ConstantContact.com) </li></ul></ul><ul><ul><li>Example: City of Sharonville (Ohio) </li></ul></ul><ul><ul><ul><li>Implemented Fall 2008 to bridge gab b/t business and residential communities </li></ul></ul></ul><ul><ul><ul><li>Partnered with Chamber to get subscribers </li></ul></ul></ul><ul><ul><ul><li>Doubled subscriber list in 6 months </li></ul></ul></ul><ul><ul><ul><li>Receives e-mails thanking them for newsletter </li></ul></ul></ul>
    10. 10. The tools! <ul><li>Blog </li></ul><ul><ul><ul><li>Enable direct communication with and feedback from citizenry </li></ul></ul></ul><ul><ul><ul><li>Can be monitored and managed by community staff </li></ul></ul></ul><ul><ul><li>More personal and dynamic than typical website </li></ul></ul><ul><ul><li>Can be separate from or part of community website </li></ul></ul><ul><ul><li>Typically ties into overall marketing/PR strategy </li></ul></ul><ul><ul><li>Can allow comments from visitors; can monitor comments </li></ul></ul><ul><ul><li>Easy to create using free, downloadable blog software </li></ul></ul><ul><ul><li>Best used for sharing information of interest to or that specifically benefits targeted users </li></ul></ul><ul><ul><li>Serves as home page for many organizations—growing trend </li></ul></ul><ul><ul><ul><li>May work best for elected officials, rather than appointed/hired staff </li></ul></ul></ul>
    11. 11. The tools! <ul><li>Event Forum </li></ul><ul><ul><li>Set up custom events online </li></ul></ul><ul><ul><li>Choose whom to invite </li></ul></ul><ul><ul><li>Allow others to join </li></ul></ul><ul><ul><li>Specific to topic, location, etc. </li></ul></ul><ul><ul><ul><li>Engages with niche audiences (e.g., dog lovers re: plans for new dog park; bicyclists re: proposed bike lanes) </li></ul></ul></ul><ul><ul><li>Can host actual events at popular community locations </li></ul></ul>
    12. 12. The tools! <ul><li>Microblog—Twitter </li></ul><ul><ul><li>Limited to 140 characters per entry </li></ul></ul><ul><ul><li>Allows people to follow each other in real time from any location with Web/mobile access </li></ul></ul><ul><ul><li>Simple to use </li></ul></ul><ul><ul><li>Growing by 900% </li></ul></ul><ul><ul><li>Increasing usage among businesses, individuals, politicians and PR pros as news dissemination device </li></ul></ul><ul><ul><li>Bridging gap between traditional and social media </li></ul></ul><ul><ul><ul><li>Growing number of reporters take story pitches from Twitter ONLY </li></ul></ul></ul>
    13. 13. The tools! <ul><li>Podcast </li></ul><ul><ul><li>Free video or audio series downloaded to and playable on iPods, computers, TVs, mobile phones, or similar mobile media devices </li></ul></ul><ul><ul><li>Enable users to view or listen to preferred content almost anywhere at anytime </li></ul></ul><ul><ul><li>Tool for sharing issues discussed at council meetings, community forums, etc. </li></ul></ul>
    14. 14. The tools! <ul><li>Social Networking Communities </li></ul><ul><ul><li>What are you doing? </li></ul></ul><ul><ul><li>Who do you know? </li></ul></ul><ul><ul><li>Fan pages </li></ul></ul><ul><ul><li>Groups of common interest </li></ul></ul><ul><li>Photo/Video Sharing Sites </li></ul><ul><ul><li>Personalized albums </li></ul></ul><ul><ul><li>Share via invitation, e-mail </li></ul></ul><ul><ul><li>Showcase events, demonstrations </li></ul></ul>
    15. 15. The tools! <ul><li>Wiki </li></ul><ul><ul><li>Encyclopedic online profile of community </li></ul></ul><ul><ul><li>Anyone can contribute content </li></ul></ul><ul><ul><li>Can be updated in real time </li></ul></ul><ul><ul><li>Is preferred to be objective—not self promotional </li></ul></ul>
    16. 16. How not to use social media <ul><li>Motrin (Johnson & Johnson) (motrin.com) </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><ul><li>Sell Motrin </li></ul></ul></ul><ul><ul><li>Social Media Components </li></ul></ul><ul><ul><ul><li>Irreverent video designed to appeal to young mothers suffering from back pain associated with baby slings/carries </li></ul></ul></ul><ul><ul><ul><li>Posted ad to YouTube and Motrin.com </li></ul></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Small # of “mommy bloggers” were offended; posted scathing remarks on Twitter </li></ul></ul></ul><ul><ul><ul><li>Motrin apologized and pulled ad immediately </li></ul></ul></ul><ul><ul><ul><li>Motrin pulled entire campaign </li></ul></ul></ul><ul><ul><ul><li>Motrin wasted all money spent on campaign </li></ul></ul></ul><ul><ul><li>Later Findings </li></ul></ul><ul><ul><ul><li>Motrin heard from same mommy bloggers that they were disappointed video was pulled </li></ul></ul></ul><ul><ul><ul><li>Mommies wanted their concerns addressed, not dismissed </li></ul></ul></ul><ul><ul><ul><li>Motrin failed to engage and befriend bloggers; lost potential customers </li></ul></ul></ul>
    17. 17. What’s next? <ul><li>Google Wave </li></ul><ul><ul><ul><li>Collaborative tool </li></ul></ul></ul><ul><ul><ul><ul><li>Equal parts “conversation” and “document” </li></ul></ul></ul></ul><ul><ul><ul><li>People communicate and work together with richly formatted text, photos, videos, maps, and more </li></ul></ul></ul><ul><ul><ul><li>Evolved from Google Maps </li></ul></ul></ul><ul><ul><ul><li>Create a wave; add people </li></ul></ul></ul><ul><ul><ul><li>Users pull text, graphics, widgets, feeds from other Web sources </li></ul></ul></ul><ul><ul><ul><li>Concurrent rich-text editing </li></ul></ul></ul><ul><ul><ul><ul><li>Users can see instantly when others are typing inside their wave </li></ul></ul></ul></ul>
    18. 18. What makes social media valuable to you? <ul><li>It’s the way people of all ages and demographics are communicating </li></ul><ul><li>Studies show consumers research products online before buying </li></ul><ul><ul><li>True for government, as well </li></ul></ul><ul><ul><li>Why wouldn’t you build your online relationship with them…NOW? </li></ul></ul><ul><li>Its usage is growing rapidly </li></ul><ul><li>Vital part of marketing mix, more search hits </li></ul><ul><li>Natural evolution of marketing and PR </li></ul><ul><li>Builds via “word of mouth” </li></ul><ul><li>Engages citizens like no other medium </li></ul><ul><li>Allows you to tell your story in your words </li></ul>
    19. 19. Why social media is relevant <ul><li>Facebook.com- Social Network Site 200+ Million Active Users Fastest growing Demo 30+ </li></ul><ul><li>Flickr.com-Photo Sharing App hosts more than two billion tagged images </li></ul><ul><li>Twitter.com- micro-blogging site 32.1 million people answering the question “What are you doing now?” in 140 characters! </li></ul><ul><li>Wikipedia.com- Information Sharing Source 684 Million visitors/ 9 million named accounts </li></ul><ul><li>Youtube.com- Video Sharing 5 billion online US videos 44% share of all online videos </li></ul><ul><li>Digg.com-Social News site #3 referring source of traffic to NY Times. 30K visitors/ month </li></ul><ul><li>Nielsen BuzzMetrics – created in 2006 by A.C. Nielsen to begin measuring social media </li></ul>
    20. 20. Questions? Dan O’Keeffe O’Keeffe Communications [email_address] 513.221.1526 www.okeeffecom.com

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