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Social Media for Councils
Who is Lara Solomon?       • Author of Brand New Day – The Highs & Lows       of Starting a Small Business            www....
• Introductions by you• What social media is• What Aussie’s are up to....• Facebook• T itt  Twitter• YouTube• Li k dI  Lin...
Let’s Watch a Video
What is Social Media?    Social media is media designed to be disseminated through social    interaction, created using hi...
What is Social Media?
Australian Internet Use                     Source: Comcast Australia Online Report 2011
Australian Social Media Use                       Source: Sensis Social Media Report 2011
Australian Social Media Use                       Source: Sensis Social Media Report 2011
Australian Social Media Use                       Source: Sensis Social Media Report 2011
Video: Is social networking worth it
Are you convinced yet?              People use the internet to make              purchase decisions and              recom...
“36% have engaged 36% with government or  ith              tpoliticians on a social  liti i             i l   networking s...
Social Media Strategy                        Source: Nielsen | Community Engine Social Media                              ...
Source: Nielsen | Community Engine Social Media      Business Benchmarking Study 2011
Source: Nielsen | Community Engine Social Media      Business Benchmarking Study 2011
Do You Google Your  Organisation?  O     i ti ?           Find out what is being                  said....
®
Why have a page?To promote your organisation and it s servicesTo promote your organisation and it’s servicesTo increase aw...
Types of Facebook Accounts - Profile
Types of Facebook Accounts - Group
Types of Facebook Accounts - Page
Page updates appear in news feeds of fans
Position yourself as an expert
Promote Events
Grow A Community
Engage with Your Audience
Facebook Ad’sFans grew from 4,333 to 336,000 due             to this ad
Stats on Page Likers
React in real timeStarted on Feb 3, Fans on Feb 10th = 2322
Facebook Places
®
Twitter is Growing– 200million people on Twitter globally– Average age on Twitter is 39 Years Old– 2.5 Million Australians...
Twitter Usage                Source: Mashable.com                 March 2010 statistics
Twitter Usage                Source: Mashable.com March                       2010 statistics
Top Tweeters!                Source: Twittercounter.com
Customise your page
Search for Cowra Council
Search for #easter within 100 km of Sydney
Drive people to your website                          Direct to your website                                    y         ...
Communicate News
Gov Twit - Directory
Customer Service
Search for Councillors
Government Channels
Wodonga Council YouTube Channel
Viral Potentialhttp://www.youtube.com/watch?v=4-94JhLEiN0
Why YouTube?
Why YouTube?
What is LinkedIn?•   Professional social network with 150 million members•   3 m in Australia•   Average age of 37 years o...
Search Engine Results
Profile
Networking
Company Profile
Link to your blog
Communicate
Promote yourself as an expert
Research Resource
Polls: Research Resource
Recruitment
Get recommendations
Networking Groups
Promote Events
Blogging
What is a Blog?A blog (a blend of the term web log) is a type of website or part ofa website. Blogs are usually maintained...
Is Anyone Using Blogs?
Why Visit a Blog?Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
Consumers & BlogsSource: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
Consumers & BlogsSource: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
How FourSquare Works…• You create a deal• When people check into your place they can claim the dealWhy Use it?• P  People ...
Pinterest is a virtual Pin board• Organize and share photos and videos you find on the web!• Browse pin boards created by o...
How Pinterest Workshttp://youtu.be/IQlJovBEvewhttp://youtu be/IQlJovBEvew
You Should know that    Social Media is                 is….- HARD WORK- PART OF MARKETING- NOT A SILVER BULLET- A WAY TO ...
Case StudiesArizona Office of Tourism Facebook Campaign AOT created a variety of Facebook Ads for differentpromotions, giv...
Case Studies                                                   One of the Entries                                         ...
Case StudiesVictorian Bushfires- Twitter provided accounts of the fires- Prime Minister Kevin Rudd directed followers todo...
Case StudiesGet the community involved in reporting problems, and give them             access to the info to provide fixes
Case Studieshttp://www.youtube.com/watch?v=7-Mq9HAE62Y
Integrating Social Media1. Add your social media icons to:    1. Your email signature & your team’s    2. Your website – o...
Planning Time
MeasurementHow will you know it is working?
Which One?
How to Researchwww.facebook.com/ads/create
How to Researchhttp://twitter.com/#!/search-advanced
How to Research               www.google.com/trends        www.google.com - blogs
How to ResearchOther ways…..1. Ask your audience what they use2. Do a quick survey3. See what your competitors are using4....
Which One?1.   Where are your audience?2.   What are your goals?3.3    How much time?4.   What else are you doing to promo...
Set Goals        Examples:        - Post x times a week        - To get a LIKE or comment on        each post        - T h...
Watch….                 www.google.com/alerts          www.socialmention.com
Finally – The Strategy                     You know:                     WHAT                     WHY                     ...
ContentVERY IMPORTANT1.1    Develop a content calendar2.   Add Value3.   Be Consistent4.   Stick to your purpose5.   Story...
Integrating Social Media1. Add your social media icons to:    1. Your email signature & your team’s    2. Your website – o...
Other Resources for Ideas & TipsWebsiteswww.hubspot.comwww.mashable.com         h blwww.socialmediaexaminer.comwww.allface...
Questionshttp://au.linkedin.com/in/LaraSolomonh // l k              / /       lwww.Facebook.com/SocialRabbitwww.Twitter.co...
Social Media for Government
Social Media for Government
Social Media for Government
Social Media for Government
Social Media for Government
Social Media for Government
Social Media for Government
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Social Media for Government

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Overview of social media plus planning and strategy for the organisation

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Transcript of "Social Media for Government"

  1. 1. Social Media for Councils
  2. 2. Who is Lara Solomon? • Author of Brand New Day – The Highs & Lows of Starting a Small Business www.BrandNewDay.com.au • Chief Rabbit at Social Rabbit www.SocialRabbit.net • Winner of Telstra NSW Micro Business Award 2008 • Fi li t i T l t Y Finalist in Telstra Young B i Businesswoman Award in 2005 and 2008 • Blogger for www.SmartCompany.com.au, www.socialnomics.net, www.flyingsolo.com.au www socialnomics net www flyingsolo com au
  3. 3. • Introductions by you• What social media is• What Aussie’s are up to....• Facebook• T itt Twitter• YouTube• Li k dI LinkedIn• Blogging• FourSquare• Pinterest• Case Studies• Strategy Time
  4. 4. Let’s Watch a Video
  5. 5. What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based web based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers…… Businesses f t t i t t t d B i also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current p g period in time will be defined as the Attention Age. Source: Wikipedia.comOR…. a way to have a conversation with your audience
  6. 6. What is Social Media?
  7. 7. Australian Internet Use Source: Comcast Australia Online Report 2011
  8. 8. Australian Social Media Use Source: Sensis Social Media Report 2011
  9. 9. Australian Social Media Use Source: Sensis Social Media Report 2011
  10. 10. Australian Social Media Use Source: Sensis Social Media Report 2011
  11. 11. Video: Is social networking worth it
  12. 12. Are you convinced yet? People use the internet to make purchase decisions and recommendations to others
  13. 13. “36% have engaged 36% with government or ith tpoliticians on a social liti i i l networking site” ki i ” Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  14. 14. Social Media Strategy Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  15. 15. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  16. 16. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  17. 17. Do You Google Your Organisation? O i ti ? Find out what is being said....
  18. 18. ®
  19. 19. Why have a page?To promote your organisation and it s servicesTo promote your organisation and it’s servicesTo increase awarenessTo reach people globallyTo increase the number of people you reachTo increase the number of people you reachTo tell customers about new products/servicesTo get feedback on products/servicesTo create a community for your organisationT t it f i tiTo engage your customersTo build a relationship with your audienceTo make your customers feel loved!
  20. 20. Types of Facebook Accounts - Profile
  21. 21. Types of Facebook Accounts - Group
  22. 22. Types of Facebook Accounts - Page
  23. 23. Page updates appear in news feeds of fans
  24. 24. Position yourself as an expert
  25. 25. Promote Events
  26. 26. Grow A Community
  27. 27. Engage with Your Audience
  28. 28. Facebook Ad’sFans grew from 4,333 to 336,000 due to this ad
  29. 29. Stats on Page Likers
  30. 30. React in real timeStarted on Feb 3, Fans on Feb 10th = 2322
  31. 31. Facebook Places
  32. 32. ®
  33. 33. Twitter is Growing– 200million people on Twitter globally– Average age on Twitter is 39 Years Old– 2.5 Million Australians are on Twitter
  34. 34. Twitter Usage Source: Mashable.com March 2010 statistics
  35. 35. Twitter Usage Source: Mashable.com March 2010 statistics
  36. 36. Top Tweeters! Source: Twittercounter.com
  37. 37. Customise your page
  38. 38. Search for Cowra Council
  39. 39. Search for #easter within 100 km of Sydney
  40. 40. Drive people to your website Direct to your website y Customer Service
  41. 41. Communicate News
  42. 42. Gov Twit - Directory
  43. 43. Customer Service
  44. 44. Search for Councillors
  45. 45. Government Channels
  46. 46. Wodonga Council YouTube Channel
  47. 47. Viral Potentialhttp://www.youtube.com/watch?v=4-94JhLEiN0
  48. 48. Why YouTube?
  49. 49. Why YouTube?
  50. 50. What is LinkedIn?• Professional social network with 150 million members• 3 m in Australia• Average age of 37 years old• Average income of $108,000• An online network to build your reputation• A place to find a job• A place to find staff• A place to do research• A place to find answers• A place t promote events l to t t
  51. 51. Search Engine Results
  52. 52. Profile
  53. 53. Networking
  54. 54. Company Profile
  55. 55. Link to your blog
  56. 56. Communicate
  57. 57. Promote yourself as an expert
  58. 58. Research Resource
  59. 59. Polls: Research Resource
  60. 60. Recruitment
  61. 61. Get recommendations
  62. 62. Networking Groups
  63. 63. Promote Events
  64. 64. Blogging
  65. 65. What is a Blog?A blog (a blend of the term web log) is a type of website or part ofa website. Blogs are usually maintained by an individual with regularentries of commentary, descriptions of events, or other material such as ti f t d i ti f t th t i l hgraphics or video. Entries are commonly displayed in reverse-chronological order. Blog can also be used as a verb, meaning tomaintain or add content to a blog. blogMost blogs are interactive, allowing visitors to leave comments andeven message each other via widgets on the blogs and it is thisinteractivity that distinguishes them from other static websites.Many blogs provide commentary or news on a particular subject; othersfunction as more personal online diaries. A typical blog combines text,images, and links to other blogs, Web pages, and other media relatedto its topic. The ability of readers to leave comments in an interactiveformat is an important part of many blogs. Most blogs are primarilytextual, although some focus on art (Art blog), photographs(p(photoblog), videos (video blogging), music (MP3 blog), and audio g), ( gg g), ( g),(podcasting). Microblogging is another type of blogging, featuring veryshort posts. Source: wikipedia.com
  66. 66. Is Anyone Using Blogs?
  67. 67. Why Visit a Blog?Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
  68. 68. Consumers & BlogsSource: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
  69. 69. Consumers & BlogsSource: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
  70. 70. How FourSquare Works…• You create a deal• When people check into your place they can claim the dealWhy Use it?• P People h l have t go t your venue to claim it to to t l i• People can recommend your venue to others’• FourSquare can be linked up to Facebook for users
  71. 71. Pinterest is a virtual Pin board• Organize and share photos and videos you find on the web!• Browse pin boards created by others and find your way throughvertical subjects• “Repin” (repost) items on your pin board that you find on others Repin othersʼ• Create groups & contribute to othersʼ groups
  72. 72. How Pinterest Workshttp://youtu.be/IQlJovBEvewhttp://youtu be/IQlJovBEvew
  73. 73. You Should know that Social Media is is….- HARD WORK- PART OF MARKETING- NOT A SILVER BULLET- A WAY TO PROMOTE- SOMETHING THAT TAKES TIME
  74. 74. Case StudiesArizona Office of Tourism Facebook Campaign AOT created a variety of Facebook Ads for differentpromotions, giveaways,promotions giveaways and local events They ran ads to events.promote their Facebook Page and to specific destinationson their website depending upon the initiative. In each case,they created excitement about the promotion in the ads andfollowed through with consistent messaging in the landingpagesResults• 8 times more clicks to the landing page than paid searchefforts• 27% conversion rate for Arizona Visitors Guide requests• 17% conversion for email newsletter opt-in• Overall, 89% of the total online marketing traffic comes topromotions from Facebook Ads http://ads.ak.facebook.com/ads/FacebookAds/AOT_CaseStudy.pdf
  75. 75. Case Studies One of the Entries http://www.youtube.com/watch ?v=xUFm8CJWJ14Queensland Best Job in The WorldUsing Facebook, Twitter, YouTube, newspaper classifieds and theirwebsite to generate the interest.Results• 34 680 j b applications f 34,680 job li ti from 197 countries ti• $390 Million AUD of publicity• Australia tourism down, but Queensland tourism up 20%• 82% increase in resort bookings• 50% of Australia trips now include a Queensland component
  76. 76. Case StudiesVictorian Bushfires- Twitter provided accounts of the fires- Prime Minister Kevin Rudd directed followers todonate blood and cash to the Red Cross appeal- T itt had unauthorised scraping of C Twitter h d th i d i f Country Fi t FireAuthority (CFA) updates- Google created a mashup of the CFA fire map- A bushfire housing website was developed to matchpeople in need of emergency accommodation withthose willing to offer somewhere to stay
  77. 77. Case StudiesGet the community involved in reporting problems, and give them access to the info to provide fixes
  78. 78. Case Studieshttp://www.youtube.com/watch?v=7-Mq9HAE62Y
  79. 79. Integrating Social Media1. Add your social media icons to: 1. Your email signature & your team’s 2. Your website – on every page, not just on one2. Promote other social media links on your social media, eg Twitter on Facebook3. Promote your social networks in your current marketing4. Integrate your on and off line marketing5. Make it easy for people to contact you online6. Use your online marketing materials offline and vice versa7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them8. Make8 M k it part of your marketing plan t f k ti l9. Make someone responsible for it10. U10 Use it t build relationships to b ild l ti hi
  80. 80. Planning Time
  81. 81. MeasurementHow will you know it is working?
  82. 82. Which One?
  83. 83. How to Researchwww.facebook.com/ads/create
  84. 84. How to Researchhttp://twitter.com/#!/search-advanced
  85. 85. How to Research www.google.com/trends www.google.com - blogs
  86. 86. How to ResearchOther ways…..1. Ask your audience what they use2. Do a quick survey3. See what your competitors are using4. Forrester chart4 F t h t http://www.forrester.com/empowered/tool_consumer.html
  87. 87. Which One?1. Where are your audience?2. What are your goals?3.3 How much time?4. What else are you doing to promote & market?5. What do you enjoy?
  88. 88. Set Goals Examples: - Post x times a week - To get a LIKE or comment on each post - T have x tweets retweeted a To h t t t t d week - To contact x people a week & interact with them - To get x visitors to the website - To get players checking for updates - To get x newsletter subscriptions
  89. 89. Watch…. www.google.com/alerts www.socialmention.com
  90. 90. Finally – The Strategy You know: WHAT WHY WHEN HOW
  91. 91. ContentVERY IMPORTANT1.1 Develop a content calendar2. Add Value3. Be Consistent4. Stick to your purpose5. Story Tell6. Be real7. Be authentic
  92. 92. Integrating Social Media1. Add your social media icons to: 1. Your email signature & your team’s 2. Your website – on every page, not just on one2. Promote other social media links on your social media, eg Twitter on Facebook3. Promote your social networks in your current marketing4. Integrate your on and off line marketing5. Make it easy for people to contact you online6. Use your online marketing materials offline and vice versa7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them8. Make8 M k it part of your marketing plan t f k ti l9. Make someone responsible for it10. U10 Use it t build relationships to b ild l ti hi
  93. 93. Other Resources for Ideas & TipsWebsiteswww.hubspot.comwww.mashable.com h blwww.socialmediaexaminer.comwww.allfacebook.comSocial media management toolswww.tweetdeck.comwww tweetdeck comwww.hootsuite.comwww.ping.fmwww.sendible.comwww sendible comwww.postplanner.comwww.bufferapp.com
  94. 94. Questionshttp://au.linkedin.com/in/LaraSolomonh // l k / / lwww.Facebook.com/SocialRabbitwww.Twitter.com/LaRoo T itt /L R www.YouTube.com/TheSocialRabbit www.SocialRabbit.net
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