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Water tweetment: How personality can help public services better engage, educate, and entertain using social media

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Does "personality" matter to public-agencies' social media? We think so. In this slide deck, we examine how personality can help us as utilities engage, educate and entertain our followers.

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Water tweetment: How personality can help public services better engage, educate, and entertain using social media

  1. 1. I am not a role model.
  2. 2. #PIOcle @neorsd @WallyWaterdrop neorsd.org/PIOcle
  3. 3. ENGAGE EDUCATE ENTERTAIN @neorsd #PIOcle
  4. 4. • Engage What’s your plan, personality, and policy? @neorsd #PIOcle
  5. 5. • Engage What’s your plan, personality, and policy? • Educate Creating content, considering comments, and crisis communication • Entertain What about humor, heartstrings, and habits? @neorsd #PIOcle
  6. 6. • Engage What’s your plan, personality, and policy? • Educate Creating content, considering comments, and crisis communication • Entertain What about humor, heartstrings, and habits? @neorsd #PIOcle
  7. 7. • Engage What’s your plan, personality, and policy? • Educate Creating content, considering comments, and crisis communication • Entertain What about humor, heartstrings, and habits? @neorsd #PIOcle
  8. 8. @neorsd #PIOcle
  9. 9. Trust and transparency @neorsd #PIOcle
  10. 10. Before you have a “personality” ENGAGE: HAVE A PLAN • Know your goal @neorsd #PIOcle
  11. 11. @neorsd #PIOcle
  12. 12. Before you have a “personality” ENGAGE: HAVE A PLAN • Know your goal • Know your resources • Know your tools @neorsd #PIOcle
  13. 13. Before you have a “personality” ENGAGE: HAVE A PLAN • Approval processes @neorsd #PIOcle
  14. 14. Approval processes are relationships • Concept • Content opportunities • Creation • Collaboration @neorsd #PIOcle
  15. 15. Trust is critical • Saves time • Shows relevance • Improves transparency • Best examples @neorsd #PIOcle
  16. 16. Before you have a “personality” ENGAGE: HAVE A PLAN • Approval processes • Content calendars • Content sources @neorsd #PIOcle
  17. 17. What makes someone want to engage? ENGAGE: PERSONALITY @neorsd #PIOcle
  18. 18. What makes someone want to engage? ENGAGE: PERSONALITY • Does your voice contribute to your goal? • What kind of interaction do you expect? @neorsd #PIOcle
  19. 19. BE WILLING. @neorsd #PIOcle
  20. 20. How do you conduct your “social media business?” ENGAGE: POLICY • Know the expectations of the organization and of the social media platform @neorsd #PIOcle
  21. 21. @neorsd #PIOcle
  22. 22. How do you conduct your “social media business?” ENGAGE: POLICY • How can you optimize your workflow? • Sharing content? What’s appropriate? @neorsd #PIOcle
  23. 23. How do you conduct your “social media business?” ENGAGE: POLICY • What are your rules of engagement? (Active listening, or only when asked?) @neorsd #PIOcle
  24. 24. How are your metrics? Room for improvement ENGAGEMENT • Facebook: 10-30% Average reach: 500-1000 • @WallyWaterdrop: 78K impressions last month 4% engagement rate
  25. 25. • Engage What’s your plan, personality, and policy? • Educate Creating content, considering comments, and crisis communication • Entertain What about humor, heartstrings, and habits? @neorsd #PIOcle
  26. 26. Where does your social media direct your followers? EDUCATE: CONTENT • neorsd.org • neorsd.org/blog • youtube.com/neorsdCCR @neorsd #PIOcle
  27. 27. Where does your social media direct your followers? EDUCATE: CONTENT • Correspondents? • Find contributors
  28. 28. Where does your social media direct your followers? EDUCATE: CONTENT • Know your correspondents • Find contributors
  29. 29. Where does your social media direct your followers? EDUCATE: CONTENT • Correspondents? • Find contributors • Stay current
  30. 30. Where else can education take place? EDUCATE: COMMENTS
  31. 31. Where else can education take place? EDUCATE: COMMENTS
  32. 32. Emergencies and communication EDUCATE: CRISIS COMMS
  33. 33. • Engage What’s your plan, personality, and policy? • Educate Creating content, considering comments, and crisis communication • Entertain What about humor, heartstrings, and habits?
  34. 34. You are competing with everything. Make our message worth customers’ time, because it is.
  35. 35. @neorsd #OWEAops
  36. 36. @neorsd #OWEAops
  37. 37. @neorsd #OWEAops
  38. 38. @neorsd #OWEAops
  39. 39. Does funny fit? ENTERTAIN: HUMOR • Opportunities to make or find fun in the things customers take for granted
  40. 40. Making emotional connections ENTERTAIN: HEART • Kids • Animals • Environment
  41. 41. What can you offer your followers? ENTERTAIN: HABITS • Give your audience what they want where they are • Tips and resources
  42. 42. #PIOcle @neorsd @WallyWaterdrop neorsd.org/PIOcle
  43. 43. • Engage Know your plan, personality, and policy • Educate Create content, consider comments, and plan for crisis comms • Entertain Opportunities for humor, heartstrings, habits? @neorsd #PIOcle
  44. 44. Twitter: @WallyWaterdrop @neorsd Instagram: @neorsd Facebook: facebook.com/YourSewerDistrict YouTube: youtube.com/neorsdCCR Blogspot: neorsd.org/blog LinkedIn: neorsd.org/LinkedIn gonzalezj@neorsd.org

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