1. Society for Marketing Professional Services (SMPS) - Social Media Panel Takeaways, October 20, 2011
Liam O’Mahony (Twitter: @LiamTOMahony; Email: liam.o’mahony@chandleraz.gov)
I. Creating Community Content &Correspondence: Preparing for information dissemination and digital
relationships with targeted stakeholders or audiences requires plan, objectives, content audit and distribution
strategy for selected channels.
- Important updates; developments; service reminders, closures, openings, operational changes
- Event reminders/promotions
- Historical briefs, exhibits, images, sneak previews; community or organization facts, saving tips,
- Provide glimpses of “behind-the-scenes” activities, projects, developments when feasible
- Develop editorial calendarof features/themes: “Mixed-Use Monday”; “Tuesday Tip”; “Friday Fun Fact”
o Q&A on-site with project managers / superintendents
o Links to stories/briefs (“From the Design Room”; “Between the Bluelines”; “Back of the Envelope”)
o Schematics / renderings for community updates
o Profiles of partners/contractors (i.e. “Developing the Development Team”)
II. Bolstering the Online Brand: Align look and feel in uniform fashion across core social media channels.
- Showcase organization brandas the main social media calling card or entry point.
- The primary look and feel will harness online ambassadors, articulate mission and messaging.
- Supplement primary brand imagery with any sub-brands that may exist with entities, properties, partnerships.
III. LeveragingLogos for A/E/C– Showcase organization, partners and projects with logo recognition on social
channels to effectively articulate brand to existing and prospective stakeholders
- Consistency of logo use across social channels is important to bolster the brand.
- Change out logos for special occasions such as prestigious awards, special events or milestones.
IV. Vetting Visual Cache for A/E/C:Use resources, archives, renderings, images to bring the story forward.
- Create compelling photos and video to harness the appeal of YouTube and other vide/photo-sharing sites
- Videos: Create playlists according to categories, facilities, themes (cross-promote video on social sites)
o Helmet cam, unique angles/perspective; time-lapse video/images?
- Switch out featured video on main viewer for upcoming event, groundbreaking or project developments
- Photos: Post pre/during/post event coverage, unveiling, expertise demonstration, project updates
o Birds-eye views; panoramics; 360-degree perspectives?
- Post creative collateral: Maximize impact of event flyers, brochures, site photos, renderings, presentations
V. Maximize Media Momentum: Cross-promotevaluable information from local and industry publications as
supplemental content on your digital channels.
- With most publications producing free online, page-turning editions, it’s quick and easy to post ads,
articles, features, Q&A, executive profiles, project new briefs and industry trends or events on your digital
channels with proper attribution to the news source
- Links to online photo galleries, industry events and conferences with credit to appropriate publication
VI. Capturing Power of Customer Service Mechanism:“Voice of the Organization” responds to “Voice of the
Customer” for mutually beneficial exchanges for the betterment of long-term relations and open communication.
- Respond to all questions, complaints, concerns for the benefit of customer and community
- Improve customer service efficiencies (reduce phone calls, emails)
- For escalation or crisis, take offline as quickly as possible to resolve and have a response plan for crisis
communications, postponements or emergency updates
VII. Online Engagement Measurement: Dilemma of measuring overly quantified yet underestimated audiences.
- Measure data and match to targeting stakeholders and customizing content, don’t dwell on “ROI” debate
- Use the metrics and free measurement tools available for timeline benchmarking to show growth even
when it is hard to assess true ROI and impact of authentic engagement with desired audiences