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Social Media for Municipalities

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A presentation I did for Leduc County on how municipalities can use social media. I provided some background info about how communication is changing, what social media is, which channels to focus on, and how some other cities are using social media.

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Social Media for Municipalities

  1. 1. Social Media For Municipalities
  2. 2. Who am I?
  3. 3. Who am I? Jeff Schneider, MN
  4. 4. Who am I? Jeff Schneider, MN • Founder & President of Marketing Ninjas
  5. 5. Who am I? Jeff Schneider, MN • Founder & President of Marketing Ninjas • Inbound Marketing Specialist
  6. 6. Who am I? Jeff Schneider, MN • Founder & President of Marketing Ninjas • Inbound Marketing Specialist • Social Media Speaker & Trainer
  7. 7. Who am I? Jeff Schneider, MN • Founder & President of Marketing Ninjas • Inbound Marketing Specialist • Social Media Speaker & Trainer • Appeared on Season 5 of CBC’s hit reality series Dragons’ Den
  8. 8. What We’ll Cover
  9. 9. What We’ll Cover• How communication is changing
  10. 10. What We’ll Cover• How communication is changing• Introduction to social media
  11. 11. What We’ll Cover• How communication is changing• Introduction to social media• How does it affect me?
  12. 12. What We’ll Cover• How communication is changing• Introduction to social media• How does it affect me?• Which social media channels to focus on
  13. 13. What We’ll Cover• How communication is changing• Introduction to social media• How does it affect me?• Which social media channels to focus on• How municipalities are using social media
  14. 14. Traditional Communication
  15. 15. Traditional Communication
  16. 16. People Are Blocking It
  17. 17. People Are Blocking It
  18. 18. Communication Is Changing
  19. 19. Communication Is Changing
  20. 20. Rethink Communication
  21. 21. Rethink Communication Outbound• Telemarketing• Trade shows• Print ads• TV/radio ads
  22. 22. Rethink Communication Outbound• Telemarketing• Trade shows• Print ads• TV/radio adsInterruption
  23. 23. Rethink Communication Outbound Inbound• Telemarketing • SEO / SEM• Trade shows • Blogging• Print ads • Social Media• TV/radio ads • Free tools/trialsInterruption
  24. 24. Rethink Communication Outbound Inbound• Telemarketing • SEO / SEM• Trade shows • Blogging• Print ads • Social Media• TV/radio ads • Free tools/trialsInterruption Permission
  25. 25. What is Social Media?
  26. 26. What is Social Media?“Social media is the use of web-based and mobiletechnologies to turn communication intointeractive dialogue.”Source: Wikipedia
  27. 27. What is Social Media?“Social media is the use of web-based and mobiletechnologies to turn communication intointeractive dialogue.”Source: Wikipedia“It’s media (content that is published) with asocial (anyone can add to it) component.”Source: Mike Volpe - VP Marketing, Hubspot
  28. 28. What is Social Media?
  29. 29. What is Social Media?• Helps people to share information and common interests
  30. 30. What is Social Media?• Helps people to share information and common interests• Allows us to gain important feedback from people in our community
  31. 31. What is Social Media?• Helps people to share information and common interests• Allows us to gain important feedback from people in our community• Provides new opportunities to create and communicate with people that care
  32. 32. Why Should I Care?
  33. 33. Why Should I Care?
  34. 34. How Does It Affect Me?
  35. 35. How Does It Affect Me?• Social media allows you to stay connected with people via casual observation.
  36. 36. How Does It Affect Me?• Social media allows you to stay connected with people via casual observation.• Social media allows us to stay globally connected.
  37. 37. How Does It Affect Me?• Social media allows you to stay connected with people via casual observation.• Social media allows us to stay globally connected.• Social media makes you more productive.
  38. 38. Avoid This Critical Error!
  39. 39. Avoid This Critical Error! The MOST important thing you need to understand about social media is:
  40. 40. Avoid This Critical Error! The MOST important thing you need to understand about social media is: IT IS A COMMUNICATION TOOL, NOT A BROADCAST TOOL.
  41. 41. Avoid This Critical Error! The MOST important thing you need to understand about social media is: IT IS A COMMUNICATION TOOL, NOT A BROADCAST TOOL. Your Primary Objective:Engage your audience and build relationships.
  42. 42. Avoid This Critical Error! The MOST important thing you need to understand about social media is: IT IS A COMMUNICATION TOOL, NOT A BROADCAST TOOL. Your Primary Objective:Engage your audience and build relationships.Think: Cocktail Party or Networking Event...
  43. 43. Networking Event Advice
  44. 44. Networking Event Advice• Meet people and start conversations
  45. 45. Networking Event Advice• Meet people and start conversations• Answer questions - help others
  46. 46. Networking Event Advice• Meet people and start conversations• Answer questions - help others• Ask questions - trust others’ advice
  47. 47. Networking Event Advice• Meet people and start conversations• Answer questions - help others• Ask questions - trust others’ advice• Focus on being interested not interesting
  48. 48. Social Networking Advice
  49. 49. Social Networking Advice• Become a real member of the community
  50. 50. Social Networking Advice• Become a real member of the community• Add value to the community
  51. 51. Social Networking Advice• Become a real member of the community• Add value to the community• Ask and answer questions
  52. 52. Social Networking Advice• Become a real member of the community• Add value to the community• Ask and answer questions• More effective than live networking events
  53. 53. Social Networking Advice• Become a real member of the community• Add value to the community• Ask and answer questions• More effective than live networking events• No boundaries of time or space
  54. 54. Social Networking Advice• Become a real member of the community• Add value to the community• Ask and answer questions• More effective than live networking events• No boundaries of time or space• Other people can listen in easily
  55. 55. The Current Social Media Landscape
  56. 56. Only Worry About The Big 4!
  57. 57. Facebook
  58. 58. Facebook• The largest gathering place on the planet
  59. 59. Facebook• The largest gathering place on the planet• Over 800 million active users
  60. 60. Facebook• The largest gathering place on the planet• Over 800 million active users• 1 in every 9 people on the planet has an account
  61. 61. Facebook• The largest gathering place on the planet• Over 800 million active users• 1 in every 9 people on the planet has an account• 300 million check in daily
  62. 62. Facebook• The largest gathering place on the planet• Over 800 million active users• 1 in every 9 people on the planet has an account• 300 million check in daily• 350 million check in on a mobile device
  63. 63. Facebook• The largest gathering place on the planet• Over 800 million active users• 1 in every 9 people on the planet has an account• 300 million check in daily• 350 million check in on a mobile device• Average time spent online is 30-40 minutes
  64. 64. Facebook• The largest gathering place on the planet• Over 800 million active users• 1 in every 9 people on the planet has an account• 300 million check in daily• 350 million check in on a mobile device• Average time spent online is 30-40 minutes• Very diverse demographics
  65. 65. Facebook• The largest gathering place on the planet• Over 800 million active users• 1 in every 9 people on the planet has an account• 300 million check in daily• 350 million check in on a mobile device• Average time spent online is 30-40 minutes• Very diverse demographics• Great place to connect with friends and family
  66. 66. Twitter
  67. 67. Twitter• Over 300 million accounts
  68. 68. Twitter• Over 300 million accounts• Over 190 million active users
  69. 69. Twitter• Over 300 million accounts• Over 190 million active users• 460,000 new signups every single day
  70. 70. Twitter• Over 300 million accounts• Over 190 million active users• 460,000 new signups every single day• Doubling in size every 6 months
  71. 71. Twitter• Over 300 million accounts• Over 190 million active users• 460,000 new signups every single day• Doubling in size every 6 months• Mobile-based platform
  72. 72. Twitter• Over 300 million accounts• Over 190 million active users• 460,000 new signups every single day• Doubling in size every 6 months• Mobile-based platform• Best network for conversations
  73. 73. LinkedIn
  74. 74. LinkedIn• Over 75 million active users
  75. 75. LinkedIn• Over 75 million active users• Growing quickly, recently went public
  76. 76. LinkedIn• Over 75 million active users• Growing quickly, recently went public• Business-oriented network
  77. 77. LinkedIn• Over 75 million active users• Growing quickly, recently went public• Business-oriented network• BNI-type users looking to make connections
  78. 78. LinkedIn• Over 75 million active users• Growing quickly, recently went public• Business-oriented network• BNI-type users looking to make connections• Your professional online profile
  79. 79. LinkedIn• Over 75 million active users• Growing quickly, recently went public• Business-oriented network• BNI-type users looking to make connections• Your professional online profile• Top place for recruiters and job seekers
  80. 80. YouTube
  81. 81. YouTube• Second largest search engine in the world
  82. 82. YouTube• Second largest search engine in the world• Over 2 Billion views per day
  83. 83. YouTube• Second largest search engine in the world• Over 2 Billion views per day• Average user watches 15 minutes of video every day
  84. 84. YouTube• Second largest search engine in the world• Over 2 Billion views per day• Average user watches 15 minutes of video every day• More than 10 hours of video is uploaded every minute
  85. 85. YouTube• Second largest search engine in the world• Over 2 Billion views per day• Average user watches 15 minutes of video every day• More than 10 hours of video is uploaded every minute• Over 3 million users auto-share to another network
  86. 86. YouTube• Second largest search engine in the world• Over 2 Billion views per day• Average user watches 15 minutes of video every day• More than 10 hours of video is uploaded every minute• Over 3 million users auto-share to another network• Video is one of the BEST ways to engage your audience and drive traffic to your website
  87. 87. How Smart Phones Help
  88. 88. How Smart Phones Help• Allows you to make phone calls, access email and the Internet and download applications to make life easier
  89. 89. How Smart Phones Help• Allows you to make phone calls, access email and the Internet and download applications to make life easier• Social media has been developed for mobile use
  90. 90. How Smart Phones Help• Allows you to make phone calls, access email and the Internet and download applications to make life easier• Social media has been developed for mobile use• Allows communication to be instantaneous and people can receive it while they are on the go
  91. 91. Why Cities Use Social Media
  92. 92. Why Cities Use Social Media• Allows new audiences to engage and connect with your city and its services
  93. 93. Why Cities Use Social Media• Allows new audiences to engage and connect with your city and its services• Increases participation in city government
  94. 94. Why Cities Use Social Media• Allows new audiences to engage and connect with your city and its services• Increases participation in city government• Informs citizens about what the city is doing and why
  95. 95. Why Cities Use Social Media• Allows new audiences to engage and connect with your city and its services• Increases participation in city government• Informs citizens about what the city is doing and why• Allows for important feedback to help improve processes
  96. 96. Social Media Can Help In Emergency Situations
  97. 97. Social Media Can Help In Emergency Situations• Broadcast information quickly in times of emergency and provide on-going updates
  98. 98. Social Media Can Help In Emergency Situations• Broadcast information quickly in times of emergency and provide on-going updates• Provide links to sources of more information to help answer people’s questions
  99. 99. Social Media Can Help In Emergency Situations• Broadcast information quickly in times of emergency and provide on-going updates• Provide links to sources of more information to help answer people’s questions• Engage the people in the community to help spread the word (viral)
  100. 100. Social Media Can Help In Emergency Situations• Broadcast information quickly in times of emergency and provide on-going updates• Provide links to sources of more information to help answer people’s questions• Engage the people in the community to help spread the word (viral)• It’s cost-effective and word spreads quicker
  101. 101. Other OpportunitiesSocial Media Provides
  102. 102. Other Opportunities Social Media Provides• Early-warning issues management
  103. 103. Other Opportunities Social Media Provides• Early-warning issues management• Monitoring the reaction to information and announcements
  104. 104. Other Opportunities Social Media Provides• Early-warning issues management• Monitoring the reaction to information and announcements• Direct-to-citizen communication by avoiding traditional forms of media
  105. 105. Other OpportunitiesSocial Media Provides
  106. 106. Other Opportunities Social Media Provides• Creating a voice and putting a face on the municipality (don’t be afraid to have some FUN!)
  107. 107. Other Opportunities Social Media Provides• Creating a voice and putting a face on the municipality (don’t be afraid to have some FUN!)• Emergency management and getting information out quickly
  108. 108. Other Opportunities Social Media Provides• Creating a voice and putting a face on the municipality (don’t be afraid to have some FUN!)• Emergency management and getting information out quickly• Raising awareness of resources
  109. 109. Other Opportunities Social Media Provides• Creating a voice and putting a face on the municipality (don’t be afraid to have some FUN!)• Emergency management and getting information out quickly• Raising awareness of resources• Identifying specific resources and information
  110. 110. What Are Other Municipalities Doing?
  111. 111. City of Edmonton FB Page
  112. 112. City of Calgary FB Page
  113. 113. How MunicipalitiesCan Use Facebook
  114. 114. How Municipalities Can Use Facebook• Post links to upcoming events or videos of past events
  115. 115. How Municipalities Can Use Facebook• Post links to upcoming events or videos of past events• Post announcements, news releases and other important information
  116. 116. How Municipalities Can Use Facebook• Post links to upcoming events or videos of past events• Post announcements, news releases and other important information• Post photos and share information that would be of interest to the community
  117. 117. How Municipalities Can Use Facebook• Post links to upcoming events or videos of past events• Post announcements, news releases and other important information• Post photos and share information that would be of interest to the community• Engage their citizens
  118. 118. City of Edmonton TW Page
  119. 119. City of Calgary TW Page
  120. 120. Leduc County TW Page
  121. 121. How Municipalities Can Use Twitter
  122. 122. How Municipalities Can Use Twitter• Post announcements, news releases and real-time news about construction or traffic
  123. 123. How Municipalities Can Use Twitter• Post announcements, news releases and real-time news about construction or traffic• Broadcast information quickly in times of emergency
  124. 124. How Municipalities Can Use Twitter• Post announcements, news releases and real-time news about construction or traffic• Broadcast information quickly in times of emergency• Engage the people in the community and get instant feedback
  125. 125. How Municipalities Can Use Twitter• Post announcements, news releases and real-time news about construction or traffic• Broadcast information quickly in times of emergency• Engage the people in the community and get instant feedback• Drive traffic to the City website, social networks or other important information
  126. 126. City of Edmonton YT Page
  127. 127. City of Calgary YT Page
  128. 128. How MunicipalitiesCan Use YouTube
  129. 129. How Municipalities Can Use YouTube• Post City Council videos
  130. 130. How Municipalities Can Use YouTube• Post City Council videos• Post videos of upcoming or past events
  131. 131. How Municipalities Can Use YouTube• Post City Council videos• Post videos of upcoming or past events• Post interviews with key personnel or people in the community
  132. 132. How Municipalities Can Use YouTube• Post City Council videos• Post videos of upcoming or past events• Post interviews with key personnel or people in the community• Share announcements about services or changes to policies and bylaws.
  133. 133. Defining New Opportunities
  134. 134. Defining New Opportunities• What will motivate public involvement now?
  135. 135. Defining New Opportunities• What will motivate public involvement now?• How can online communication through the use of social media support and build on that?
  136. 136. Defining New Opportunities• What will motivate public involvement now?• How can online communication through the use of social media support and build on that?• What are some other opportunities that you can use social media to increase efficiency and collaboration?
  137. 137. Things To Consider
  138. 138. Things To Consider• What are you trying to accomplish?
  139. 139. Things To Consider• What are you trying to accomplish?• What expertise do you currently have on staff?
  140. 140. Things To Consider• What are you trying to accomplish?• What expertise do you currently have on staff?• Which social media networks will you use to accomplish your goals?
  141. 141. Things To Consider• What are you trying to accomplish?• What expertise do you currently have on staff?• Which social media networks will you use to accomplish your goals?• Are you prepared to allow questioning of your actions?
  142. 142. Things To Consider
  143. 143. Things To Consider• What happens if someone says something negative?
  144. 144. Things To Consider• What happens if someone says something negative?• How will you promote the media you are using?
  145. 145. Things To Consider• What happens if someone says something negative?• How will you promote the media you are using?• Who will be responsible for initiating and maintaing your presence in new social networks?
  146. 146. Things To Consider• What happens if someone says something negative?• How will you promote the media you are using?• Who will be responsible for initiating and maintaing your presence in new social networks?• How do you measure your success?
  147. 147. Have a Social Media Policy
  148. 148. Have a Social Media Policy• Always be transparent. Identify yourself and who you work for.
  149. 149. Have a Social Media Policy• Always be transparent. Identify yourself and who you work for.• Understand what’s private and what’s public.
  150. 150. Have a Social Media Policy• Always be transparent. Identify yourself and who you work for.• Understand what’s private and what’s public.• Engage your community. Ask and answer questions. Add value.
  151. 151. Have a Social Media Policy• Always be transparent. Identify yourself and who you work for.• Understand what’s private and what’s public.• Engage your community. Ask and answer questions. Add value.• Encourage feedback and suggestions from your community.
  152. 152. Have a Social Media Policy
  153. 153. Have a Social Media Policy• Avoid commenting on legal matters and litigation.
  154. 154. Have a Social Media Policy• Avoid commenting on legal matters and litigation.• Avoid participating in any “crisis” situations.
  155. 155. Have a Social Media Policy• Avoid commenting on legal matters and litigation.• Avoid participating in any “crisis” situations.• Ask for help if you don’t know the right answer.
  156. 156. Have a Social Media Policy• Avoid commenting on legal matters and litigation.• Avoid participating in any “crisis” situations.• Ask for help if you don’t know the right answer.• Learn from your mistakes (you WILL make some).
  157. 157. Why Transparency andAuthenticity Are Critical
  158. 158. Why Transparency and Authenticity Are Critical• We live in an age of complete transparency.
  159. 159. Why Transparency and Authenticity Are Critical• We live in an age of complete transparency.• Everyone knows what everybody is doing.
  160. 160. Why Transparency and Authenticity Are Critical• We live in an age of complete transparency.• Everyone knows what everybody is doing.• It’s easy to see who’s doing it right and who’s doing it wrong.
  161. 161. Why Transparency and Authenticity Are Critical• We live in an age of complete transparency.• Everyone knows what everybody is doing.• It’s easy to see who’s doing it right and who’s doing it wrong.• It’s even easier for the word to get out once someone notices you’re doing it wrong.
  162. 162. Why Transparency andAuthenticity Are Critical
  163. 163. Why Transparency and Authenticity Are Critical• Internet technologies have made it easier to spread “the good word”.
  164. 164. Why Transparency and Authenticity Are Critical• Internet technologies have made it easier to spread “the good word”.• These technologies can also backfire if you’re not careful.
  165. 165. Why Transparency and Authenticity Are Critical• Internet technologies have made it easier to spread “the good word”.• These technologies can also backfire if you’re not careful.• Your Filter: If you wouldn’t want it on the front page of the New York Times... DON’T POST IT IN THE SOCIAL NETWORKS.
  166. 166. Why Transparency andAuthenticity Are Critical
  167. 167. Why Transparency and Authenticity Are Critical• The core of transparency and authenticity is CARING ABOUT PEOPLE.
  168. 168. Why Transparency and Authenticity Are Critical• The core of transparency and authenticity is CARING ABOUT PEOPLE.• Showing you care will set you apart and gain people’s attention.
  169. 169. Why Transparency and Authenticity Are Critical• The core of transparency and authenticity is CARING ABOUT PEOPLE.• Showing you care will set you apart and gain people’s attention.• Consistently provide helpful and entertaining content and interact with your online community and you’ll shine.
  170. 170. Why Transparency andAuthenticity Are Critical
  171. 171. Why Transparency and Authenticity Are Critical“People don’t care how much you know until they know how much you care.” ~ Zig Ziglar
  172. 172. Have social media questions? To ask questions and get answers visit: www.AskJeffSchneider.com or scan this with your phone…
  173. 173. Join us online! To connect with Jeff Schneider and Marketing Ninjas visit:www.MarketingNinjas.com/connector scan this withyour phone…

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