Youth Services: Branding and Social Media

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Salt Lake County Youth Services presentation for Social Media for Government Conference in Las Vegas December 2010. Outlines internal and external barriers, branding strategy and lessons learned over 18 months of social media usage.

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Youth Services: Branding and Social Media

  1. 1. Using Social Media Tools to Create Brand Awareness and Reach Your Target Audience <ul><li>Tammy Champo Carol Hendrycks </li></ul><ul><li>Marketing Communications Salt Lake County Division of Youth Services </li></ul><ul><li>Social Media for Government Conference </li></ul>
  2. 2. Overview <ul><li>Barriers and Obstacles </li></ul><ul><li>Developing a Branding Strategy </li></ul><ul><li>Integrating Social Media </li></ul><ul><li>Reaching the Target Audience </li></ul><ul><li>Bridging the Communication Gap </li></ul><ul><li>Summary of Lessons Learned and Overcoming Obstacles </li></ul>
  3. 3. Youth Services <ul><li>Established in 1974 </li></ul><ul><li>Mission Statement: Providing children, youth and families in crisis with immediate Safety, Shelter and Support </li></ul><ul><li>Programs: Safe Place, JRC, After School, Christmas Box House, Boys/Girls Group Homes, Short-term Counseling, Youth and Parent Groups, Children’s Justice Center, Y.E.S. </li></ul>
  4. 4. External Barriers/Obstacles Summer 2009 - County <ul><li>CMS application outdated, not supported </li></ul><ul><li>Limited ability to optimize or site (no metatag) </li></ul><ul><li>Limited graphics layout </li></ul><ul><li>Social media icons/links not allowed </li></ul><ul><ul><li>Considered promotional – lack of education </li></ul></ul><ul><li>Social media sites initially blocked </li></ul><ul><li>No social media policy </li></ul><ul><li>No county communications team existed </li></ul>
  5. 5. Internal Barriers/Obstacles A Step Back, Not a Setback <ul><li>General Assessment and Collateral Review </li></ul><ul><ul><li>Limited graphics or html training </li></ul></ul><ul><ul><li>No communication budget </li></ul></ul><ul><ul><li>Messaging and graphics not multi-purposed resulting in little value, voice or unique identity </li></ul></ul><ul><ul><li>Programs brochure outdated </li></ul></ul><ul><ul><li>No communications team </li></ul></ul><ul><ul><li>No program discussion </li></ul></ul><ul><ul><li>Not reaching youth </li></ul></ul><ul><ul><li>No social media used </li></ul></ul><ul><ul><li>Website and e-news only </li></ul></ul><ul><ul><li>No identity standards or communications program </li></ul></ul><ul><ul><li>No division logo </li></ul></ul><ul><ul><li>No visuals to support mission </li></ul></ul>
  6. 6. Where Did We Begin? Branding Strategy <ul><li>Develop YS logo considering reputation, existing program and clients served – division approval required </li></ul><ul><li>Develop imagery to support YS mission statement: safety, shelter and support </li></ul><ul><li>Update content to support and integrate with images to meet and appeal to target audiences: </li></ul><ul><ul><li>Youth, Parents, Families, Allied Agencies, Donors, Volunteers, Supporters </li></ul></ul><ul><li>Promote new branding/communications across division and county wide </li></ul>
  7. 7. Consistent Branding Across All Communications <ul><li>Photos, icons and colors designed to support the mission statement </li></ul><ul><li>Imagery inside photos ties in with icons </li></ul><ul><li>E-newsletter Redesign </li></ul>
  8. 8. Integration: Traditional and New Media Communication Tools <ul><li>Channels of communication materials and tools: </li></ul><ul><li>Offline: press releases, printed materials (letterhead suite, flyers and brochures) slide presentations, TV and Radio PSA’s, outreach events, open houses </li></ul><ul><li>Online: Web Site, Facebook Twitter, YouTube, e-newsletter blog, e-mail signatures </li></ul><ul><li>Communications Guideline </li></ul>
  9. 9. Social Media Strategy <ul><li>Higher level management buy-in </li></ul><ul><li>Establish a communications team as a collaborative effort to develop social media </li></ul><ul><ul><li>Extend messaging into new channels, overcome stigma/misperceptions of organization and clients served </li></ul></ul><ul><li>Reach the target audience missed through traditional outreach efforts </li></ul><ul><ul><li>Engage and interact with youth – meet them on their social technology level </li></ul></ul><ul><li>Bridge the communications gap among programs and employees </li></ul>
  10. 10. Social Media Strategy - Actions <ul><li>Social media team discussion </li></ul><ul><ul><li>Select social media tools or channels for distribution </li></ul></ul><ul><ul><li>target audience, best usage, benefits, concerns, moderator/administrator </li></ul></ul><ul><ul><li>develop content: calendar of events, team contributions and frequency, multi-purpose and integrate communications, social media policy </li></ul></ul><ul><ul><li>Focused on Facebook, created campaign to build a fan base </li></ul></ul>
  11. 11. Reaching Our Target Audience through Social Media <ul><li>Piloted “I Make a Difference” targeting teens: </li></ul><ul><ul><li>to showcase contest art entries, create a permanent space/tab, re-purpose entries </li></ul></ul><ul><ul><li>to gain more teen followers </li></ul></ul><ul><ul><li>promote a positive teen image in community </li></ul></ul><ul><ul><li>Created opportunity to cross promote through Twitter, YouTube, LinkedIn, GovLoop, e-newsletter, web </li></ul></ul>Campaign theme
  12. 12. FaceBook Followers – Campaign Results Results: gained over 300 new fans in the 13-17 age group over a 6 week period
  13. 13. FaceBook Page Views – Campaign Results
  14. 14. Keeping the Social Media Momentum Going <ul><li>Introduction of the blog “The Youth Booth” </li></ul><ul><ul><li>Benefits: </li></ul></ul><ul><ul><ul><li>A voice </li></ul></ul></ul><ul><ul><ul><li>Message and images have longevity </li></ul></ul></ul><ul><ul><ul><li>Archival </li></ul></ul></ul><ul><ul><ul><li>Establish Youth Services staff as the “Experts” </li></ul></ul></ul><ul><ul><ul><li>Allow our clients to be stars with customer testimonials </li></ul></ul></ul>
  15. 15. “ Youth Booth” Blog Launch <ul><li>Launched with 2-3 posts </li></ul><ul><li>Promotion: e-mail blast (internal and external), Facebook, Twitter (general and direct message), LinkedIn, web site, Boards/Meetings </li></ul><ul><li>Results: </li></ul><ul><ul><li>250 “Youth Booth” page views within 2 days of launch </li></ul></ul><ul><ul><li>Facebook views in Aug. increased 65% </li></ul></ul>
  16. 16. Blog Launch Responses <ul><li>“ I really liked this tool. The articles are just the right length, providing useful information in bullet-point fashion.   I especially found the pieces on teen employment and coping with death very useful and practical.” </li></ul><ul><li>Darrin Sluga </li></ul><ul><li>Community Development Director </li></ul><ul><li>Salt Lake Valley Health Department </li></ul>
  17. 17. October - Red Ribbon Campaign Month <ul><li>Integrate social media into month long drug awareness campaign </li></ul><ul><ul><li>Clarify communications’ role as external promotion in campaign </li></ul></ul><ul><ul><li>Launched a pledge on Facebook </li></ul></ul><ul><ul><li>Organized a “Teens and Drugs: Identify the Warning Signs” webinar </li></ul></ul><ul><ul><li>Promoted on all sites and news spots (Linked In Groups) </li></ul></ul>
  18. 18. Red Ribbon: Results <ul><li>Goals Reached </li></ul><ul><ul><li>Media Coverage </li></ul></ul><ul><ul><li>New contacts and online channels of distribution </li></ul></ul><ul><ul><li>Set up Youth Services as experts in teen drug abuse treatment </li></ul></ul><ul><ul><li>Gained new fans </li></ul></ul><ul><li>Lessons Learned: </li></ul><ul><ul><li>Facebook user patterns = engage through news feed, not on profile page </li></ul></ul>
  19. 19. November Open House Event & Program Launch <ul><li>Opportunities </li></ul><ul><ul><li>Created the event and urgency/timeliness of the program as winter approaches </li></ul></ul><ul><ul><li>“ Re-package” and promote new services for homeless youth </li></ul></ul><ul><ul><li>Strengthen relationship internally with Outreach team </li></ul></ul><ul><ul><li>Partner with (2) key community agencies </li></ul></ul><ul><ul><li>Integrate traditional and social media tools – took a new approach in promoting </li></ul></ul>
  20. 20. Open House Event Follow-up Survey
  21. 21. Open House Event Follow-up Survey
  22. 22. How Are We Measuring Success? <ul><li>Call logs </li></ul><ul><li>Number of walk-ins </li></ul><ul><li>E-mails opt-ins/e-vite tracking open rate using Vertical Response tool </li></ul><ul><li>Web traffic/page </li></ul><ul><li>Number of fans/followers on Facebook/Twitter </li></ul><ul><li>Blog visits </li></ul><ul><li>Program referrals </li></ul><ul><li>Develop and train on internal reporting </li></ul><ul><li>County communications team involvement </li></ul>
  23. 23. Bridging the Communication Gap <ul><li>County - External </li></ul><ul><ul><li>County communications team born Oct 2009 </li></ul></ul><ul><ul><li>County-wide collaboration </li></ul></ul><ul><ul><li>Attorneys, records, IT, and communications creating social media policy and procedures </li></ul></ul><ul><ul><li>Key contacts for posting communications established </li></ul></ul><ul><ul><li>Submitting process developed </li></ul></ul><ul><ul><li>More content added from all agencies creating more value to public and support for county exposure </li></ul></ul><ul><ul><li>Created a unified voice for county </li></ul></ul>
  24. 24. Bridging the Communication Gap <ul><li>Youth Services - Internal </li></ul><ul><ul><li>Communication materials branded and social media tools utilized </li></ul></ul><ul><ul><li>Gave a unique, youthful face and voice to organization </li></ul></ul><ul><ul><li>Programs are co-branded and now identified under YS organization </li></ul></ul><ul><ul><li>Strengthened internal relationships and dialogue </li></ul></ul><ul><ul><li>Opened channels for youth to stay connected </li></ul></ul><ul><ul><li>Approved for communications budget and staffing </li></ul></ul><ul><ul><li>Style guide established </li></ul></ul>
  25. 25. Lessons Learned through Social Media <ul><li>Team Effort </li></ul><ul><ul><li>Share the Load </li></ul></ul><ul><ul><li>Multiple Administrators </li></ul></ul><ul><ul><li>Monthly Program Updates </li></ul></ul><ul><ul><li>Set Posting Frequency </li></ul></ul><ul><li>Create an event/campaign for urgency </li></ul><ul><li>Create a Calendar Year of Events </li></ul><ul><li>Analytics: Track your Results </li></ul>
  26. 26. Youth Services Destination Sites Today <ul><li>http://twitter.com/YouthServiceSLC </li></ul><ul><ul><li>http://hootsuite.com </li></ul></ul><ul><li>http://www.facebook.com/YouthServicesSLC </li></ul><ul><li>http://youthservicesslc.wordpress.com/ </li></ul><ul><li>http://www.youtube.com/user/YouthServicesSLC </li></ul><ul><li>http://www.youth.slco.org/ </li></ul>
  27. 27. Contact Information <ul><li>Thank You! </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>

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