In 2017, the conversation has moved beyond if you should be on social media for your business or organization to how to be most effective with it. Whether it's Linkedin, Twitter, Facebook, or one of the rest, communicating with your customers and employees through the ‘net is not going to go away. Parking Today’s columnist and expert Kathleen Laney along with Dr. Bob Harkins delve into the reaches of social media and how you can use it to your advantage in the parking industry.

2. #socialparking
#pieshow2017

3. Kathleen Laney
President and Founder,
Laney Solutions
Dr. Bob Harkins
Associate Vice President,
University of Texas at Austin

4. Dude, is he even
qualified to use
that thing?

6. TODAY WE WILL DISCUSS…
Social Media BASICS
TODAY’S Social Media
Parking CAN Be Social
Social Media as part of CRISIS
RESPONSE COMMUNICATIONS

9. WHAT IS
SOCIAL
MEDIA?
vintage social media

10. A fancy way to
describe the zillions of
conversations people
are having online 24/7.
vintage social media

14. 60/30/1
0
The Social Media Content Mix
Ratio
Sharing other
people’s
content and posts
Sharing content that
you created (blogs,
white papers, case
studies)
Sharing content
with calls to action
CURATE
D
OWNED PROMOTION
AL

15. WHY USE
SOCIAL
MEDIA?

16. EVERYONE USES IT…

17. … AND USES IT A LOT.
Source: HootSuite Survey conducted online by Harris Poll in May 2016 among 2,048 US adults

18. THE PEOPLE YOU WANT TO
TARGET ARE ON SOCIAL

20. Buyers, both B2C and B2B, use
social media to help make
purchasing decisions.
Source: Q3 2016 Sprout Social Index

22. EDUCATE
 Answers to frequently asked questions
related to your industry
 Top tips and strategies
 How-to articles
 Trends in your industry

23. ENTERTAIN
 Pictures of your office, products and/or
employees to give people a "behind-the-
scenes" look at your business
 Photos and videos from company parties
or community events you attend
 Motivational quotes, quotes related to
your industry, and appropriate humor
 Contests or surveys to get your followers
engaged

24. ELEVATE
 Highlight a current sale or promotion
you're running
 Link to one of your products/services
 Share testimonials of happy
customers
 Announce new offerings, or other
business news

26. How to cut through the noise?

27. PAID
SOCIAL

28. 1
2
3
4
5

29. INFLUENCER MARKETING

30. INFLUENCER
MARKETING
IN THE
PARKING
INDUSTRY

31. Social selling refers to
finding and connecting
with potential prospects
via social media to
increase sales and by
building relationships.

32. A recognizable personal brand will open up opportunities.
Creating a vision for your future and implementing that
vision in the form of a personal brand can lead to:
 a better job
 better contacts and clients for your company
 industry recognition
 and much, much more…

33. AUTOMATION:
The Key To Having Time For Social
Media

34. TYPES OF SOCIAL MEDIA
AUTOMATION TOOLS
Content curation
Publishing platforms
Listening tools
Social selling aids
Community engagement
Customer service
Promotional initiatives

36. Hey, where did
everybody go???

37. CALE – VIDEO CONTENT

38. PARKPLUS SYSTEMS
AND INFLUENCER
MARKETING

39. ACE PARKING
AND COMICCON

40. SOCIAL MEDIA ISN’T JUST
ABOUT MARKETING!

43. LESSONS LEARNED:
Campus Security and Safety
The University of Texas

44. CRISIS COMMUNICATIONS’ ESSENTIALS
ONE:
Assemble a team to
MONITOR all social
media platforms.

45. CRISIS COMMUNICATIONS’ ESSENTIALS
TWO:
Have prepared a list of
templated messages for
every platform and
every possible scenario.

46. CRISIS COMMUNICATIONS’ ESSENTIALS
THREE:
Put ONE person in charge of
communicating essential
PUBLIC SAFETY messages via
social media.

47. CRISIS COMMUNICATIONS’ ESSENTIALS
FOUR:
Remain in constant contact
with those monitoring so you
understand the public
sentiment.

48. CRISIS COMMUNICATIONS’ ESSENTIALS
FIVE:
Address fears/concerns in
reasonable ways.

49. CRISIS COMMUNICATIONS’ ESSENTIALS
SIX:
Person in charge should be
aware of what information
CAN and CANNOT be shared.

50. CRISIS COMMUNICATIONS’ ESSENTIALS
SEVEN:
Communicate every 10
to 20 minutes. - assign a
“clock watcher” to
monitor frequency/time.

51. CRISIS COMMUNICATIONS’ ESSENTIALS
EIGHT:
Only respond to
comments that
warrant a response.

52. CRISIS COMMUNICATIONS’ ESSENTIALS
NINE:
“Self regulate” communications
in response to
negative/inaccurate comments
made on social media if others
are addressing them effectively.

53. CRISIS COMMUNICATIONS’ ESSENTIALS
TEN:
Keep your policies and
protocols up-to-date!