MORPC Social Media Workshop - Fathom


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MORPC Social Media Workshop - Fathom

  1. 1. Merging Online & Offline Marketing Social Media Local Governments Workshop June 18, 2014
  2. 2. Importance of Integrating Online and Offline • Reach a broader audience • More information is available • More ways to educate target audience • Harness feedback from target audience • Tracking
  3. 3. Benefits of Integrating Online and Offline • Cross promote content • Balance traditional communication and social media channels to reach more people • Enhance media relations • Use offline tools to drive online efforts and visa versa
  4. 4. Making the Change Integrating online and offline • Stop viewing online and offline as separate activities and initiatives • View all channels as mediums for your campaigns and messages • Online and offline may have different strategies but should work together to achieve the same overall goal(s)
  5. 5. Examples of Integration Online and Offline Marketing Add the website and/or social media site addresses to all printed material • Signage • Brochures • Flyers • Business cards • Mailers Use social media to promote live events or meetings Use social media to solicit feedback to improve initiatives and campaigns Distribute press releases to online wires – not just local media
  6. 6. Examples of Integration Online and Offline Marketing Use blogs to update the website and cover live events or post recent news or announcements Record announcements from the Governor and post video to YouTube, Website or Facebook Post city announcements such as new trash pickup schedule, crime stop policies
  7. 7. Examples of Integration Online and Offline Marketing Post pictures from city events and tag people/citizens Use social media sites to report potholes or traffic updates Integrate emails with social media and the website Billboards can point to information on a website or Facebook page Mobile apps are interactive with customer service activities – locations of facilities, registration, report citizen claims
  8. 8. Don’t Discount Blogs Integrated Strategy The Government has more than 50+ blogs Blogs provide a great central hub for information to share via the website, media, press releases, events, social media Timely, relevant content
  9. 9. Citizen Service Integration Example Citizen requests taken to social media Responding to citizen requests quickly Talking about action taken
  10. 10. Citizen Service Example Providing information Using social media channels in addition to news/media and website channels to provide construction updates
  11. 11. CASE STUDIES
  12. 12. Case Study Austin, TX Integrating Facebook and offline (7,000 Likes) Posting photos from events Updating on city initiatives such as the “Get on Board” campaign Highlighting local awards in the media Highlighting city employees at work making a difference
  13. 13. Case Study Austin, TX Integrating Facebook and offline Charitable causes and pet resources Dogs always get engagement! Highlighting city amenities
  14. 14. Case Study Austin, TX Twitter (35k followers) Info on community events (not just govt news) Respond to public comments
  15. 15. Case Study Kansas City, MO Integrating Facebook (1,600 likes) Posting about local sports teams Tying in with time of year, monthly themes
  16. 16. Case Study Kansas City, MO Integrating Twitter Everyone talks about the weather Local photos of the city
  17. 17. Case Study Kansas City, MO Integrating Twitter (19k followers) Not shying away from questions/comments Refer public service questions to other agencies—via public tweets! Public appreciates seeing city in action
  18. 18. Case Study Nashville, TN Website Integration Innovative Social Media Center on website: clickable directory of all departments on social media Could include other channels: • Service phone number • Mailing address for comments • Physical address for meetings
  20. 20. Key Takeaways Next steps Post about events • Live broadcasting • Photo follow up • Videos • Interviews pre and post • Media coverage Add URLs to all materials • Signage • Brochures/flyers/biz cards • Email signatures Try Live Events/Interviews • Google hangouts with experts
  21. 21. Next Steps Identify those thought leaders and key community individuals and connect with them on social media bringing the offline relationship online Collaborate with city and local agencies online and offline – Promote outcomes online Post general community interest content
  22. 22. Social Media Scorecard Tracking metrics Track anything at first – Use Excel Take baseline metrics before campaign or initiative starts
  23. 23. QUESTIONS? Amy Marshall @amymarshall