Social media for local government


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A presentation to Central NSW councils on what social media is and how it can be used for local government.

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Social media for local government

  1. 1. Social Media for Councils
  2. 2. Who is Lara Solomon? <ul><li>Owner of the Mocks brand </li></ul><ul><ul><li> </li></ul></ul><ul><li>Author of Brand New Day – The Highs & Lows of Starting a Small Business </li></ul><ul><ul><li> </li></ul></ul><ul><li>Chief Rabbit at Social Rabbit </li></ul><ul><ul><li> </li></ul></ul><ul><li>Big Foot at Steps Online Facebook Training </li></ul><ul><li> </li></ul><ul><li>Winner of Telstra NSW Micro Business Award 2008 </li></ul><ul><li>Finalist in Telstra Young Businesswoman Award in 2005 and 2008 </li></ul><ul><li>Blogger for , , </li></ul>
  3. 3. <ul><li>Introductions by you </li></ul><ul><li>What social media is </li></ul><ul><li>What Aussie’s are up to.... </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogging </li></ul><ul><li>FourSquare </li></ul><ul><li>Case Studies </li></ul><ul><li>Strategy Time </li></ul>
  4. 4. Let’s Watch a Video
  5. 5. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers…… Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age . Source: What is Social Media? OR…. a way to have a conversation with your audience
  6. 6. What is Social Media?
  7. 7. Source: Comcast Australia Online Report 2011 Australian Internet Use
  8. 8. Source: Sensis Social Media Report 2011 Australian Social Media Use
  9. 9. Source: Sensis Social Media Report 2011 Australian Social Media Use
  10. 10. Source: Sensis Social Media Report 2011 Australian Social Media Use
  11. 11. Video: Is social networking worth it
  12. 12. People use the internet to make purchase decisions and recommendations to others Are you convinced yet?
  13. 13. “ 36% have engaged with government or politicians on a social networking site” Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  14. 14. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011 Social Media Strategy
  15. 15. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  16. 16. Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
  17. 17. Do You Google Your Organisation? Find out what is being said....
  18. 19. ®
  19. 20. Why have a page? <ul><li>To promote your organisation and it’s services </li></ul><ul><li>To increase awareness </li></ul><ul><li>To reach people globally </li></ul><ul><li>To increase the number of people you reach </li></ul><ul><li>To tell customers about new products/services </li></ul><ul><li>To get feedback on products/services </li></ul><ul><li>To create a community for your organisation </li></ul><ul><li>To engage your customers </li></ul><ul><li>To build a relationship with your audience </li></ul><ul><li>To make your customers feel loved! </li></ul>
  20. 21. Types of Facebook Accounts - Profile
  21. 22. Types of Facebook Accounts - Group
  22. 23. Types of Facebook Accounts - Page
  23. 24. Page updates appear in news feeds of fans
  24. 25. Position yourself as an expert
  25. 26. Promote Events
  26. 27. Grow A Community
  27. 28. Engage with Your Audience
  28. 29. Facebook Ad’s Fans grew from 4,333 to 336,000 due to this ad
  29. 30. Stats on Page Likers
  30. 31. React in real time Started on Feb 3, Fans on Feb 10 th = 2322
  31. 32. Facebook Places
  32. 33. ®
  33. 34. Twitter is Growing <ul><ul><li>200million people on Twitter globally </li></ul></ul><ul><ul><li>Average age on Twitter is 39 Years Old </li></ul></ul><ul><ul><li>2.5 Million Australians are on Twitter </li></ul></ul>
  34. 35. Twitter Usage Source: March 2010 statistics
  35. 36. Twitter Usage Source: March 2010 statistics
  36. 37. Top Tweeters! Source:
  37. 38. Customise your page
  38. 39. Search for Orange Council
  39. 40. Search for #christmasinjuly within 100 miles of Sydney
  40. 41. Drive people to your website Direct to your website Customer Service
  41. 42. Communicate News
  42. 43. Gov Twit - Directory
  43. 44. Customer Service
  44. 46. Search for Councillors
  45. 47. Government Channels
  46. 48. Mosman Council YouTube Channel
  47. 49. Why YouTube?
  48. 50. Why YouTube?
  49. 52. What is LinkedIn? <ul><li>Professional social network with 100 million members </li></ul><ul><li>1.2m in Australia </li></ul><ul><li>Average age of 37 years old </li></ul><ul><li>Average income of $108,000 </li></ul><ul><li>An online network to build your reputation </li></ul><ul><li>A place to find a job </li></ul><ul><li>A place to find staff </li></ul><ul><li>A place to do research </li></ul><ul><li>A place to find answers </li></ul><ul><li>A place to promote events </li></ul>
  50. 53. Profile
  51. 54. Company Profile
  52. 55. Search Engine Results
  53. 56. Link to your blog
  54. 57. Communicate
  55. 58. Promote yourself as an expert
  56. 59. Research Resource
  57. 61. Recruitment
  58. 62. Get recommendations
  59. 63. Networking Groups
  60. 64. Networking
  61. 65. Promote Events
  62. 66. Blogging
  63. 67. What is a Blog? A  blog  (a  blend  of the term  web log )  is a type of  website  or part of a  website . Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.  Blog  can also be used as a verb, meaning to maintain or add content to a blog . Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites. Many blogs provide commentary or news on a particular subject; others function as more personal  online diaries . A typical blog combines text, images, and links to other blogs,  Web pages , and other media related to its topic. The ability of readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art ( Art blog ), photographs ( photoblog ), videos ( video blogging ), music ( MP3 blog ), and audio ( podcasting ).  Microblogging  is another type of blogging, featuring very short posts. Source:
  64. 68. Is Anyone Using Blogs?
  65. 69. Source: State of the Bloggersphere 2010 What do People Say About Blogs?
  66. 70. Source: State of the Bloggersphere 2010 Which sources do you trust for brand, product, or service information?
  67. 73. How FourSquare Works… <ul><li>You create a deal </li></ul><ul><li>When people check into your place they can claim the deal </li></ul><ul><li>Why Use it? </li></ul><ul><li>People have to go to your venue to claim it </li></ul><ul><li>People can recommend your venue to others’ </li></ul><ul><li>FourSquare can be linked up to Facebook for users </li></ul>
  69. 75. Case Studies Arizona Office of Tourism Facebook Campaign AOT created a variety of Facebook Ads for different promotions, giveaways, and local events. They ran ads to promote their Facebook Page and to specific destinations on their website depending upon the initiative. In each case, they created excitement about the promotion in the ads and followed through with consistent messaging in the landing pages Results • 8 times more clicks to the landing page than paid search efforts • 27% conversion rate for Arizona Visitors Guide requests • 17% conversion for email newsletter opt-in • Overall, 89% of the total online marketing traffic comes to promotions from Facebook Ads
  70. 76. Case Studies <ul><li>Queensland Best Job in The World </li></ul><ul><li>Using Facebook, Twitter, YouTube, newspaper classifieds and their website to generate the interest. </li></ul><ul><li>Results </li></ul><ul><li>34,680 job applications </li></ul><ul><li>$390 Million AUD of publicity </li></ul><ul><li>Australia tourism down, but Queensland tourism up 20% </li></ul><ul><li>50% of Australia trips now include a Queensland component </li></ul>One of the Entries
  71. 77. Case Studies <ul><li>Victorian Bushfires </li></ul><ul><li>Twitter provided accounts of the fires </li></ul><ul><li>Prime Minister Kevin Rudd directed followers to donate blood and cash to the Red Cross appeal </li></ul><ul><li>Twitter had unauthorised scraping of Country Fire Authority (CFA) updates </li></ul><ul><li>Google created a  mashup  of the CFA fire map </li></ul><ul><li>A bushfire housing website was developed to match people in need of emergency accommodation with those willing to offer somewhere to stay </li></ul>
  72. 78. Case Studies Get the community involved in reporting problems, and give them access to the info to provide fixes
  73. 79. Integrating Social Media <ul><li>Add your social media icons to: </li></ul><ul><ul><li>Your email signature & your team’s </li></ul></ul><ul><ul><li>Your website – on every page, not just on one </li></ul></ul>2. Promote other social media links on your social media, eg Twitter on Facebook 3. Promote your social networks in your current marketing 4. Integrate your on and off line marketing 5. Make it easy for people to contact you online 6. Use your online marketing materials offline and vice versa 7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them 8. Make it part of your marketing plan 9. Make someone responsible for it 10. Use it to build relationships
  74. 80. Questions