Technology's Impact on Effective Communication

I’ll Have My People Tweet Your People:
Technology’s Impact on Effective Communication

May 19, 2012


Effective Communication
Definition:
Activity of Conveying Information
Source: Wikipedia

Copyright © 2012 Kathleen McEntee & Associates, Ltd. All rights reserved. 2


Constituents are More Interested
Than Ever
About Their Local Community

• 72% of U.S. adults follow local news closely
• 24% are young adults
• 91% of young adult local news followers use the
internet
• 73% use mobile device
• 71% of adults 40+ use the internet
• 51% of adults 50+ use the internet
Source: Pew Research



Constituents are More Interested Than Ever
In Local News
• Most popular sources of local news
• Broadcast TV 80%
• Word of Mouth 57%
• Radio 52%
• Print 48%
• Search engines 41%
• Local media websites
• 23% local newspapers
• 20% local television
• 12% social networking



The Impact Technology

• 55% of Americans say it is easier to keep up with
community news information today than 5 years ago



Conclusion

Social Media is an important and growing extension of a
traditional marketing approach to effectively communicating
with constituents, partners, and sponsors.



Challenge Today



What Is Social Media?



What Is Social Media?
Web-based and mobile based technologies which
are used to turn communication into interactive
dialogue between organizations, communities, and
individuals.

Source: Wikipedia



Why Is Social Media So Important to
Municipalities?



The Impact of Social Media in Communications
Twitter has 140 million active users, who collectively post 340
million tweets every day.

LinkedIn boasts more than 150 million members, including
executives from all 2011 Fortune 500 companies.

Facebook has over 483 million daily active users.

Every second, an hour of video is uploaded to YouTube.
During that same second, users will have watched 1,000
hours of video.



How Should Communities Look at Social Media?

Communicate.
Validate.
Create Interest.
Generate Interaction.
Inspire Action.



The Big Four +



Quickly share information, gather market intelligence and insights, and
build relationships with people who care about your city.

Often, there is already a conversation about your community happening
on Twitter.

Application:
Up-To-The-Minute Communication
Quick
Short and Sweet
Breaking News
Upcoming Events



• 60 hours of video are uploaded every minute
(1 hour of video is uploaded to YouTube every second)
• 4+ billion videos are viewed a day
• 800+ million unique users visit YouTube each month
• 3+ billion hours of video are watched each month on YouTube
• More video is uploaded to YouTube in one month than the 3
major US networks created in 60 years
• 70% of YouTube traffic comes from outside the US
• YouTube is localized in 39 countries and across 54 languages
• In 2011, YouTube had more than 1 trillion views or almost 140
views for every person on Earth



Application: Posting of Videos

Information & Education | Hosting Source
Promotion of Goods and Services



• The world’s largest professional network on the
Internet with 161 million members in 200+ countries
• 61% of LI members are outside of the US (03/12)
• LI members did 4.1+ billion professionally-oriented
searches in 2011 and will surpass 5.3 billion in 2012
• LinkedIn counts executives from all 2011 Fortune 500 companies as
members; its corporate hiring solutions are used by 82 of the Fortune
100 companies.
• More than 2 million companies have LinkedIn Company Pages.
• LinkedIn members are sharing insights and knowledge in 1+ million
LinkedIn Groups.
• In the last week of March 2012, 22 percent of unique visiting members
came from mobile devices.
• Hundreds of thousands of job applications have been submitted using
Apply With LinkedIn.



Application:
Validate | Establish Following | Source for Recruitment



• 901 million monthly active users by March 2012. (est. 80%
outside US and Canada)
• 526 million daily active users on average in March 2012.
• During March 2012, on average 398 million users were active
at least 6 of the last 7 days.
• 125+ billion friend connections on Facebook by March 2012.
• 300+ million photos uploaded to Facebook per day in 1st Quarter
2012
• ~3.2 billion Likes and Comments per day 1st Quarter 2012.
• 42+ million Pages with 10 or more Likes by March 2012.
• Facebook is available in more than 70 languages.



Application: Individual & Municipality

Individual: Build Network | Entry into Wall

Organization: Establish Organization Wall/Page
Like Other Pages | Maintain Contact with Audience
Broadcast Announcements | Post Photos



Things to Remember
• Personal and Professional
Distinctions Become Blurred
• Once You Post on the Internet –
It Can Go Viral & Remain Forever
• Your Postings in Social Media Reflect Your City
Image
• Social Media is an EXTENSION of Your
Marketing Efforts and Should be Integrated into
All Aspects of Traditional Marketing



7 Steps in Building
Your Social Media Platform

1. Define Your Audience
How They Get Their Information



7 Steps in Building

2. Identify A Social Media Specialist



7 Steps in Building

3. Determine Which Social Media Platforms
Are Best For Your Community
Note: You Can Start with One Platform



7 Steps in Building

4. Register & Build A Profile On
Every Social Media Platform

Take time when answering questions

Learn how to optimize the copy you include



7 Steps in Building
5. Have a Strong Message



7 Steps in Building

6. Take the Leap and Get Started!



7 Steps in Building

7. Be Consistent

Communicate at least once each week



I’ll Have My People Tweet Your People


Technology's Impact on Effective Communication

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