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Desiree	
  Peterkin	
  Bell	
  	
   1	
  
Municipal Marketing
and
Building Brands
A	
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Communicate	
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•  Social	
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4	
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and	
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•  ...
 
BE	
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Desiree	
  Peterkin	
  Bell	
  	
   5	
  
Using	
  Social	
  Media	
  for	
  Major	
  Events	
  
•  Simplify	
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Desiree	
  Peterkin	
  Bell	
  	
   6	
  
Using	
  Social	
  Media	
  for	
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•  Visuals	
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Desiree	
  Peterkin	
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   7	
  
Proven	
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•  The	
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Desiree	
  Peterkin	
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   8	
  
Social	
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  Policy	
  
Desiree	
  Peterkin	
  Bell	
  	
   9	
  
Why	
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  Policy	
  	
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Important?	
  
Purpose:	
  ...
Desiree	
  Peterkin	
  Bell	
  
City	
  of	
  Philadelphia	
  
215-­‐686-­‐2192	
  
@DPBell	
  	
  	
  
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Keynote: Utilizing Successful Municipal Marketing Strategies & Industry Trends to Promote & Grow Your Brand by: Desiree Peterkin-Bell (USA), Office of the Mayor, Michael A. Nutter, Philadelphia

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Director of Strategic Communications and City Representative Desiree Peterkin-Bell has developed and implemented a successful digital media campaign to revitalize the City of Philadelphia’s local, national and international brand recognition while engaging Philadelphia’s citizens in an energizing process.

Philadelphia’s citizens now share the pride of living in a City that was recently named the Number 3 ‘place to go’ – Number 1 American city – on the New York Times’ list of “52 Places to Go in 2015”; a “World Festival & Event City” by the International Festival and Events Association; the Number 2 “Best Shopping City in the World” by Conde Naste Traveler; a “summer festival destination” by Vogue Magazine for the Wawa Welcome America! Festival’s Philly 4th of July Jam; and home to the race that has been dubbed both the “Best Marathon in the Mid-Atlantic region” according to Competitor.com and one of Runner’s World’s “Ten Must Run Marathons for 2015” – the GORE-TEX® Philadelphia Marathon.

Desiree brings her experience with managing, marketing and promoting the City of Philadelphia’s largest events, utilizing the full array of social media platforms and the evolving technology of digital media, to a Keynote presentation that will give you information and techniques to adapt these broad communication strategies to promote your business brand and attract investment for growth opportunities.

Published in: Marketing
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Keynote: Utilizing Successful Municipal Marketing Strategies & Industry Trends to Promote & Grow Your Brand by: Desiree Peterkin-Bell (USA), Office of the Mayor, Michael A. Nutter, Philadelphia

  1. 1. Desiree  Peterkin  Bell     1   Municipal Marketing and Building Brands
  2. 2. A  Fundamental  Shi6  in  How  We   Communicate  and  Convey  InformaAon   •  Social  Media  is…   !  Any  tool  or  service  that  uses  the  internet  to   facilitate  conversaAons.   !  Ability  to  idenAfy  and  engage  influenAal  people   online.   !  The  great  democraAzaAon  of  content  and   influence.  
  3. 3. 4  E’s  Of  Social  Media   •  Engage  to  Connect  CommuniAes,  Resources   and  InformaAon   •  Empower  and  create  opportuniAes  on  any   scale   •  Evaluate  the  impact  and  reach     •  Evolve  the  use  of  social  media    
  4. 4.   BE  BOLD  
  5. 5. Desiree  Peterkin  Bell     5   Using  Social  Media  for  Major  Events   •  Simplify  Your  Content    –  Users  want  the  facts,  keep  it  short.   •  Posts  should  encourage  interacAon.  (Ex:  “Let  us  know  what  part  of  ______  you’re  most  excited  about!”)    
  6. 6. Desiree  Peterkin  Bell     6   Using  Social  Media  for  Major  Events   •  Visuals  are  exciAng  and  catch  the  aaenAon  of   users.  Engage  your  audience!   Have Messaging Prepared For Emergency Situations – If something happens at your event, social media is the first place people (members of the press and the public) will look for answers. You should always have some basic messages ready to go.
  7. 7. Desiree  Peterkin  Bell     7   Proven  Success   •  The  Wawa  Welcome  America!  FesAval  ‘s   Facebook  page  “Likes”  have  grown  209%  since   2012.   •  During  the  2014  fesAval  (7-­‐day  period),  more   than  2.6  million  impressions  were  made  on   Facebook.     •  The  fesAval’s  Twiaer  followers  have  increased  by   322%  since  2012.     •  During  the  2014  fesAval,  more  than  436,000   impressions  were  made  on  Twiaer.     •  The  GORE-­‐TEX®  Philadelphia  Marathon’s   Facebook  page  “Likes”  have  grown  by  164%   since  2012.     •  During  Race  Weekend  2014  (3-­‐day  period),   nearly  765,000  impressions  were  made  on   Facebook.   •  The  race’s  Twiaer  followers  have  increased  by   236%  since  201   •  During  the  2014  race,  more  than  183,000   impressions  were  made  on  Twiaer.      
  8. 8. Desiree  Peterkin  Bell     8   Social  Media  Policy  
  9. 9. Desiree  Peterkin  Bell     9   Why  Is  Social  Media  Policy    is   Important?   Purpose:   •  To  establish  standards  and  responsibiliAes  for  the   acceptable  use  of  social  media     •  Governs  the  use,  administraAon,  management,   monitoring,  and  retenAon  of  social  media  and  social   media  content   •  Holds  employees,  departments  and  agencies   accountable  that  use  social  media  on  behalf  of  the   enAty.     •  Here  is  a  link  to  our  Social  Media  Policy:   hap://goo.gl/Lak85L    
  10. 10. Desiree  Peterkin  Bell   City  of  Philadelphia   215-­‐686-­‐2192   @DPBell      

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