Social Media for the Public Agency


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This presentation was given 9/10/2010 at the request of the City of San Jose Environmental Services Department for their strategic communications planning retreat. They asked that I speak about how SF Environment has used social media to reinforce our environmental brand in San Francisco, and how we link our use of social media back to our strategic plan.

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Social Media for the Public Agency

  1. 1. Social Media Strategy for the Public Agency
  2. 2. <ul><li>Introduction </li></ul><ul><ul><li>SF Environment Brand </li></ul></ul><ul><li>Social Media @ SF Environment </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><li>Social Media Strategy </li></ul><ul><li>Web Analytics </li></ul>
  3. 3. SFE Brand Audience <ul><li>San Francisco residents & people who work here </li></ul><ul><li>San Francisco businesses </li></ul><ul><li>Elected officials </li></ul><ul><li>Other city departments </li></ul><ul><li>The Press </li></ul>
  4. 4. SFE Brand Traits <ul><li>Tenacious – willing to address difficult issues and find solutions that work. </li></ul><ul><li>Fair, trustworthy and completely credible. </li></ul><ul><li>Inclusive and equitable. </li></ul><ul><li>Passionate and committed, but not lacking perspective. </li></ul><ul><li>A visionary thinker who is able to big ideas into action. </li></ul><ul><li>Professional, with strong opinions, but still very approachable. </li></ul><ul><li>Intelligent, dynamic and creative. </li></ul><ul><li>Responsive and respected. </li></ul><ul><li>Not willing to accept the status quo. </li></ul><ul><li>A real leader and an expert consensus builder. </li></ul>
  5. 5. SFE Brand Identity <ul><li>SF Environment is a collection of visionary environmental professionals who are dedicated to helping all San Francisco residents and businesses take an active role in protecting and enhancing their urban environment. They do this by developing innovative, practical and wide-ranging environmental programs, fostering ground-breaking legislation, and educating the public by providing comprehensive and easily accessible information on a wide range of sustainable practices. SFE makes it easy for everyone in San Francisco to take care of their environment, and ultimately, the planet. </li></ul>
  6. 6. Online Outreach Goals <ul><li>Reinforce (or introduce) SFE brand </li></ul><ul><li>Promote programs </li></ul><ul><li>Help OTHERS promote programs </li></ul><ul><li>Understand audience (listen!) </li></ul><ul><li>Drive traffic </li></ul><ul><li>Collect content </li></ul><ul><li>Evaluate success (listen!) </li></ul>
  7. 7. How To Start <ul><li>Just START! </li></ul><ul><li>Survey of audience </li></ul><ul><ul><li>Informal, research, web analytics </li></ul></ul><ul><li>One thing at a time </li></ul><ul><li>Use same profile name </li></ul><ul><ul><li>not too long, avoid acronyms </li></ul></ul><ul><li>Standardize brand: look, feel, tone </li></ul>
  8. 13. Social Media: BIG 4 <ul><li>Facebook </li></ul><ul><ul><li>events, interaction, building community </li></ul></ul><ul><ul><li>post: pictures, video, events, interesting news </li></ul></ul>
  9. 16. Social Media: BIG 4 <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><ul><li>news/press, interaction, events </li></ul></ul><ul><ul><li>post: news, resource links, events </li></ul></ul>
  10. 19. Social Media: BIG 4 <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><ul><li>sharing & embedding content, SEO </li></ul></ul><ul><ul><li>post: videos, TV/radio ads </li></ul></ul>
  11. 21. Social Media: BIG 4 <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><ul><li>sharing content, SEO </li></ul></ul><ul><ul><li>post: pictures (of people) </li></ul></ul>
  12. 25. Social Media: General Tips <ul><li>Integrate </li></ul><ul><ul><li>online assets, work flow, etc. </li></ul></ul><ul><li>Takes time to build audience </li></ul><ul><li>Find allies externally AND internally </li></ul><ul><li>Be sensitive to politics </li></ul><ul><li>Call to action appropriate for medium </li></ul><ul><ul><li>also, location: home, office, transit </li></ul></ul><ul><li>Be authentic & passionate; have fun </li></ul>
  13. 26. Social Media: Strategy <ul><li>General Use: </li></ul><ul><li>Reinforce brand </li></ul><ul><li>Extend media coverage post-event </li></ul><ul><li>Build lists </li></ul><ul><li>Targeted Use: </li></ul><ul><li>Specific call to action </li></ul><ul><li>Campaign-based </li></ul>
  14. 27. Social Media: Strategy <ul><li>Take “mile-high” view of organization </li></ul><ul><li>Content is King, but hard to gather </li></ul><ul><li>Plot out your content and channels </li></ul><ul><li>It takes a village: </li></ul><ul><ul><li>identify your social media mavens </li></ul></ul><ul><ul><li>assign roles </li></ul></ul><ul><ul><li>check-in regularly </li></ul></ul>
  15. 29. Web Analytics (Google) <ul><li>Where traffic is coming and going </li></ul><ul><ul><li>top pages </li></ul></ul><ul><ul><li>search keywords </li></ul></ul><ul><ul><li>referring sites </li></ul></ul><ul><li>Setting up is easy and free </li></ul><ul><li>Should be the first thing you do </li></ul><ul><li>Interpreting data takes some time </li></ul><ul><li>Tagging & segmenting is next step </li></ul>
  16. 36. Contact <ul><li>Connect with SF Environment : </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>[email_address] </li></ul>