André Pichly, M.S., CPRP Parks & Recreation Director City of St. Helena

1. Taking Your Social Media
to the Next Level
Presented by:
André Pichly, M.S., CPRP
Recreation Director
City of St. Helena, CA

2. • Consider the evolution of communication from paper form to
digital and the impact social media as has on the business of parks
& recreation
• Learn how social media can become an effective internal
communication tool
• See how social media platforms, such as Facebook, Instagram and
Snap chat can be used to engage with customers and staff
• How one agency went about adopting a social media policy and
team approach
LEARNING OBJECTIVES

17. Facebook, Twitter, YouTube and City iLights are the only
authorized social media outlets for use by the City. If
other social media outlets are found to provide value to
the workplace and the public they will be added to the
list of authorized social media sites.
[Any and all posts must] Directly pertain to City of West
Sacramento business, OR is information/question not
related directly to the City of West Sacramento, but is
designed to encourage a response in an effort to engage
the follower and thereby increase the likelihood of
appearing in their newsfeeds more often.

19. Amendment I
FREEDOM OF RELIGION, SPEECH, PRESS, ASSEMBLY, AND PETITION
• Passed by Congress September 25, 1789.
• Ratified December 15, 1791.
• The first 10 amendments form the Bill of Rights
“Congress shall make no law respecting an establishment of
religion, or prohibiting the free exercise thereof; or abridging the
freedom of speech, or of the press; or the right of the people
peaceably to assemble, and to petition the Government for a
redress of grievances.”

20. Employees representing the City via social
media outlets must conduct themselves at all
times as representatives of the City of West
Sacramento and act professionally and within
established work rules and policies.
Employees that fail to conduct themselves in
an appropriate manner may be subject to
discipline up to and including termination.

27. Image-based Social Media

28. Image-based Social Media

29. Image-based Social Media

30. Image-based Social Media

31. Image-based Social Media

32. “Instagram has quickly become a popular
way for individuals and businesses to share
pictures with their audience . . . .
. . . . Including consumers in a marketing
campaign is a great way to establish loyalty
and build brand ambassadors who will
gladly spread the word.”
Jayson DeMers , The Power of Images in Social Media Marketing

33. • Very popular, especially with younger
and tech savvy individuals, and easy to
use and share.
• “It allows me to make ordinary pictures
extra-ordinary.”
• “I think it has less drama
than Facebook.”
Why Instagram?

34. • Over 1 Billion Users
o 500 Million active every day.
• 2nd most engaged social media platform (mostly young adults)
• 71% of registered business accounts have an account.
• 83% of users discover new products or services on Instagram.
• Instagram helps 80% of Instagram users decide to buy a
product or service.
2019 Instagram Stats

35. Image-based Social Media

36. Image-based Social Media

37. Creating your Instagram Business Account
• Create a new account with your work e-mail
• Once created, click your settings button
• Under accounts, switch your profile to the business setting
• Your account must be set as public
• If applicable, link your Instagram account to your managed Facebook
account
• Set up your business profile will general e-mail, front desk phone
number and address.
• Start Posting!

39. Fun Photography Apps

40. “The willingness to experiment is
another social media essential. If
something doesn’t work, try something
else. If that doesn’t work, shake things
up again.”
Tom Frick, Return on Engagement

41. Image-based Social Media

42. Image-based Social Media

43. Image-based Social Media

44. Snapchat Advertising Costs
A Breakdown Of Each Offering
Sponsored Lenses
Snapchat Sponsored Lenses are on the next tier of pricing for ads on
the platform. The cost for Sponsored Lenses varies depending on the
day of the week, holiday, trends, etc. A general rule of thumb for
Snapchat Sponsored Lenses costs is this: $450,000 per day Sunday
through Thursday, $500,000 for Fridays and Saturdays, and
$700,000 plus for holidays or special events (like the Super Bowl).
Image-based Social Media

45. Image-based Social Media
Snapchat Advertising Costs –
A Breakdown Of Each Offering
Snapchatters tend to play with Sponsored Lenses for an
average of 20 seconds.
Think about that last sentence for a second.
People on Snapchat “play” with ads. On most other
platforms, people hate ads. On Snapchat, users play with
them. So, on a bang for your buck level, Sponsored Lenses are cheaper than Discover
ads.
Source: Wallaroo Media, December 9, 2016

49. Micro-blogging

50. Micro-blogging

51. Micro-blogging
Twitter has a limit of
260 characters per
tweet. Shorter is better,
so make your goal 100
characters . . . for all
social media posts

53. Specialty Groups

54. Specialty Groups

55. Specialty Groups

57. Meet Jacki!
Silver SurfersSilver Surfers

58. Meet Jacki!
Silver SurfersSilver Surfers

59. Silver SurfersSilver Surfers

60. Silver SurfersSilver Surfers

61. Silver SurfersSilver Surfers

63. Social Media is not
marketing . . .
It is a form of
2-way communication
that should be part of
your marketing plan
Social Media is not
marketing . . .
It is a form of
2-way communication
that should be part of
your marketing plan
Social Media is not
marketing . . .
It is a form of
2-way communication
that should be part of
your marketing plan

64. Presented by:
André Pichly, M.S., CPRP
Recreation Director
City of St. Helena, CA
(707) 967-2798
andre.pichly@cityofsthelena.org
: www.linkedin.com/in/andrepichly
Thanks for your participation!