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Social (and Digital) Media & Municipal Recycling - Byrne

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Social (and Digital) Media & Municipal Recycling - Byrne

  1. 1. University of Resource Management April 6, 2010
  2. 2. Join me on a simple path through the jungle…
  3. 3. Source: survey of hundreds of businesses: HubSpot.com/ROI
  4. 4. <ul><li>Introduction to Social Media for Municipalities </li></ul><ul><ul><li>Key Attributes </li></ul></ul><ul><ul><li>Why? </li></ul></ul><ul><li>Social Media Framework </li></ul><ul><li>Case Study: Chatham </li></ul><ul><li>Questions to ask. </li></ul><ul><li>Overview and How to Set Up a: </li></ul><ul><ul><li>FaceBook Page </li></ul></ul><ul><ul><li>YouTube Channel </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><li>Summary and Closing Thoughts </li></ul>
  5. 5. <ul><li>Two-Way: Allows users to connect with each other, interact, share content and congregate in an online environment. </li></ul><ul><ul><li>Requires a new way of thinking. </li></ul></ul><ul><ul><ul><li>PULL or Sharing & Engaging not PUSH or Telling </li></ul></ul></ul><ul><li>USG (user-generated content) : </li></ul><ul><ul><li>Users can create content vs. solely viewing content. </li></ul></ul><ul><li>Expedient: Fast, frictionless way to reach a large group of people ~ all while encouraging feedback and community interaction. </li></ul><ul><li>Generally Free & Easy to Use </li></ul><ul><li>Demographics: Not just for the “ young ”– E.G., F ace B ook . </li></ul><ul><ul><li>10% 13-17 | 50% 18-34 | 40% 35+ </li></ul></ul><ul><ul><ul><li>35+ Fastest growing segment. 55+ grew over 900% 2009 to 2010 </li></ul></ul></ul><ul><ul><li>Male/Female: 43% / 54% </li></ul></ul>
  6. 6. <ul><li>Reach: </li></ul><ul><ul><li>Reach new (younger & older) audiences in your community </li></ul></ul><ul><ul><ul><li>People you are not reaching now. </li></ul></ul></ul><ul><ul><ul><li>Connect with them where they are. </li></ul></ul></ul><ul><ul><ul><li>Study UNC Students: not thinking about recycling. Using Social Media reminded to positive effect. </li></ul></ul></ul><ul><li>Inform: </li></ul><ul><ul><li>Inform citizens about the community’s recycling program </li></ul></ul><ul><ul><li>Share success stories/issues that might otherwise go unnoticed </li></ul></ul><ul><li>Educate: </li></ul><ul><ul><li>Educate citizens about best recycling practices. </li></ul></ul><ul><li>Engage: </li></ul><ul><ul><li>Increase participation/collaboration in community recycling </li></ul></ul><ul><ul><li>Enlist their help in organizing events, rallies, etc. </li></ul></ul><ul><li>Encourage WOM (word-of-mouth ) / Virality </li></ul><ul><ul><li>Share with friends, peers etc. </li></ul></ul>
  7. 7. <ul><li>Web Site : </li></ul><ul><li>ChathamRecycles.org </li></ul><ul><li>3 Years – “Work Group” of towns people & passionate residents. Meet monthly. </li></ul><ul><li>Sanctioned by town (no formal meeting, records requirements). </li></ul><ul><li>Involve High School, AmeriCorp for volunteers, local merchants, UPS. </li></ul><ul><li>Web (divide & conquer on content; resident webmaster/designer) , Blog, soon FB </li></ul><ul><li>Website & Blog Media: </li></ul><ul><ul><li>Website traffic “mild” ~ haven’t kept up with blogging ~ working on a FB page to better connect w/citizens </li></ul></ul><ul><li>Overall efforts online/offline paying off in increased recycling % rate. </li></ul>In the Works Blog : ChathamRecycles.blogspot.com Social Media: Social Network:
  8. 8. MEDIA Blogs Videos Photos Presentations NETWORKS TOOLS GET FOUND Apps
  9. 9. <ul><li>Goals </li></ul><ul><li>Channel </li></ul><ul><ul><li>Which social media/social networks? </li></ul></ul><ul><ul><li>… or build website, blog? </li></ul></ul><ul><li>Time & Resources </li></ul><ul><ul><li>Committed towns people & citizens to oversee, coordinate? </li></ul></ul><ul><ul><li>“ Owner” responsible for initiating and maintaining presence? </li></ul></ul><ul><li>Promotion </li></ul><ul><li>Measuring Success </li></ul>
  10. 10. <ul><li>Numerous municipalities using with good success </li></ul><ul><li>Largest, most popular Social Network </li></ul><ul><li>No $s to set up and maintain </li></ul><ul><li>One stop hub </li></ul><ul><ul><li>To post updates, photos, video, events, general information and interact with users, conduct polls and more. </li></ul></ul><ul><li># ways to communicate with users </li></ul><ul><ul><li>Pages can send updates to users that appear in their FB homepage </li></ul></ul><ul><li>Users can interact with Pages, become a Fan </li></ul><ul><ul><li>Comment or Like, upload content, “write” on the wall, suggest to a friend. </li></ul></ul><ul><ul><li>When a fan of the FB Page, news will also appear in their friends FB homepages </li></ul></ul><ul><li>Can have multiple administrators, moderators </li></ul><ul><li>Users tend to provide their real names in their profile </li></ul><ul><li>Facebook Insights – metrics on usage, fans added et c. </li></ul><ul><li>SmartPhone Applications </li></ul>
  11. 11. <ul><li>Go to facebook.com/pages/create.php </li></ul><ul><li>Choose Category/Subcategory: Organization/Government </li></ul><ul><li>Use actual name of city/town in page title: E.g., RockportRecycles </li></ul><ul><li>Upload your logo – approx. 200 x 200 </li></ul><ul><li>Start Populating Content in Tabs </li></ul><ul><ul><li>Wall – mini press releases, announcements. Can be integrated with blog feed. </li></ul></ul><ul><ul><li>Info – static information about the city. overview, mission, schedules, etc. </li></ul></ul><ul><ul><li>Photos & Videos - Upload or via Flickr acct, YouTube Chl </li></ul></ul><ul><ul><li>Many other possible tabs, e.g., Events, even custom tabs! </li></ul></ul><ul><ul><li>Many free applications: e.g., polling </li></ul></ul>
  12. 12. <ul><li>“ Publish” when you have as much information loaded as possible. </li></ul><ul><ul><li>To edit your Page, click on “edit page” underneath your logo. </li></ul></ul><ul><ul><li>In the administrative interface, you can </li></ul></ul><ul><ul><ul><li>Add other administrators </li></ul></ul></ul><ul><ul><ul><li>Change settings – don’t allow 3 rd party content </li></ul></ul></ul><ul><li>Aggregate Content </li></ul><ul><ul><li>Source content & ideas from/to other associated sites (as appropriate) </li></ul></ul><ul><ul><ul><li>Your town’s website; MassRecycle, State, other nonprofit educational sources </li></ul></ul></ul><ul><ul><ul><li>Other towns, cities on Facebook (fan them too) </li></ul></ul></ul><ul><li>Promote: </li></ul><ul><ul><li>Put a Facebook icon on town/city website, bumper stickers, at the dump </li></ul></ul><ul><ul><li>Promote Facebook page in all communications. </li></ul></ul><ul><ul><li>Encourage fans to share the Page with their friends when you send out updates. </li></ul></ul><ul><ul><li>Partner with local grocery or other merchant to print on grocery bags. </li></ul></ul><ul><li>Engage: </li></ul><ul><ul><li>Get to know your fans, spur them to interact: </li></ul></ul><ul><ul><ul><li>Wall posts, Likes, Comments, </li></ul></ul></ul><ul><ul><ul><li>Ask questions of your fans: Surveys – polls – input </li></ul></ul></ul>
  13. 13. <ul><li>Free to set up your own branded channel, upload video, have it hosted. </li></ul><ul><li>Video can be embedded or integrated in your FaceBook page, blog, website, shared, etc. </li></ul><ul><li>No video or video player compatibility issues. </li></ul><ul><li>It’s cool! </li></ul><ul><li>High School students can produce. </li></ul><ul><li>Aggregate/share with other state, munis, e.g., </li></ul><ul><li>Metrics </li></ul>
  14. 14. <ul><li>Sign up for an account You automatically get a channel when you sign up for an account. </li></ul><ul><li>Edit Channel: Customize the look of your YouTube channel, add name or insert logo, upload videos and enter profile information. </li></ul><ul><li>Design: There are numerous options to change the color scheme, layout, and content displayed on your YouTube channel . </li></ul><ul><li>Organize your Video Channel: </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Redesign 3/31/10 </li></ul><ul><li>Less cluttered </li></ul><ul><li>More Social </li></ul>
  15. 15. <ul><li>A Blog or “Weblog ” is an informal online journal. </li></ul><ul><ul><li>Each entry is called a post . </li></ul></ul><ul><ul><li>Posts may be information, news, commentaries, etc </li></ul></ul><ul><li>Blog vs. Website : Subtle differences ~ </li></ul><ul><ul><li>Blogs are formatted in an ascending date sequence </li></ul></ul><ul><ul><li>Visitors can leave comments </li></ul></ul><ul><ul><li>Posts can be shared (FB, Twitter, email). </li></ul></ul><ul><ul><li>Blogs can include images, video, lists (e.g., most recent, most commented) </li></ul></ul><ul><ul><li>Users may subscribe (via email or RSS feed)) </li></ul></ul><ul><ul><li>Posts can be integrated and amplified with Social Media (e.g., your FaceBook Page, Twitter) </li></ul></ul>
  16. 16. <ul><li>Choose a Platform: Blogger , Typepad or WordPress . – the gold standard of open source blogging </li></ul><ul><li>Choose hosted or self-hosted platform. A hosted site makes it extremely easy for you to start a blog and see if you like it without spending money up front. </li></ul><ul><ul><li>Setting up a WordPress-hosted Blog </li></ul></ul><ul><ul><li>Takes seconds, costs nada </li></ul></ul><ul><ul><li>Dozens of gorgeous themes </li></ul></ul><ul><ul><li>Integrated stats system </li></ul></ul><ul><ul><li>Great help if you need it </li></ul></ul><ul><ul><li>Spam blocker </li></ul></ul><ul><ul><li>Not just a blog: WordPress.com has a feature called “pages” which allows you to easily create web pages </li></ul></ul><ul><ul><li>Privacy options, including members-only blogs </li></ul></ul><ul><ul><li>Advertising: To support the service occasional Google text ads. </li></ul></ul>http://wordpress.com/
  17. 17. <ul><li>The Social Media Opportunity: </li></ul><ul><ul><li>Broaden your reach ~ communicate, educate, interact. </li></ul></ul><ul><ul><li>Build an informed and involved citizenry in community recycling. </li></ul></ul><ul><li>Getting Started </li></ul><ul><ul><li>Use social media personally first </li></ul></ul><ul><ul><li>Assemble a passionate team (include web savvy person) </li></ul></ul><ul><ul><li>Focus on using one tool first </li></ul></ul><ul><ul><li>Establish some clear policies & procedures </li></ul></ul><ul><ul><ul><li>Admin, privacy, promotion, etc. </li></ul></ul></ul><ul><ul><li>Set an editorial schedule & content development/aggregation plan </li></ul></ul><ul><li>Launch Social Media Presence </li></ul><ul><ul><li>Build Buzz…Evangelize…Cultivate Citizen Advocates </li></ul></ul><ul><ul><li>Start communicating, listening, responding </li></ul></ul><ul><ul><li>Seek input, involvement from get go – </li></ul></ul><ul><ul><li>Have Fun!!!!!!!!!! </li></ul></ul>
  18. 18. D. M. Thérèse Byrne New Wave Media Digital/Social Media Strategist Online/Offline Marketer [email_address]

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