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Social media by Jonathan Pollinger
- 4. Social Media overview Facebook and Twitter overview Benefits for a Local Authority How to achieve objectives - encourage reduction of waste, recycling and reuse BREAK Making the most of Facebook and Twitter Reaching your audience Key social media tools How to measure success Questions and review intranetfuture.com
- 8. Benefits for a LA • Social media helps raise awareness of issues • Helps you create a dialogue with residents • Great way to provide customer services • Helps your website show up in search results • Drive engaged visitors to your website • Helps you encourage people to take action • Enables real time communication • Messages can be received when mobile • Ensure messages reach a wider audience intranetfuture.com
- 9. “Connect with friends and the world around you on Facebook.” intranetfuture.com
- 10. “24 million people use Facebook EVERY DAY in the UK”. Source: Facebook intranetfuture.com
- 11. Pages - Like “Pages allow organizations, businesses, celebrities and brands to communicate broadly with people who like them.” Profiles – Add Friend "Profiles are for personal, non -commercial use only.” Groups – Join Group “Groups provide a closed space for small groups of people to communicate about shared interests.” intranetfuture.com
- 12. Facebook benefits • Successful way of spreading awareness • Great for asking for citizens’ feedback • Useful to openly respond to concerns/issues • 2 million people within 50 miles of Cardiff • Display evolution of the Council or dept. • Basic Page is free (but TIME needed) • Use of Post and Apps for engagement eg campaigns and competitions intranetfuture.com
- 16. Real time v Long time intranetfuture.com Copywriting • Write text Marketing • Design Legal • Sign off Marketing • Distribute Structured Departmental Flexible Individual
- 18. Objectives: • Engage with local residents and harness new media • Promote council services • Ensure key messages are still heard as local paper readership declines • Provide a quicker way of issuing important alerts • Offer real-time information that was accessible on the move • Create a community who could offer feedback and ideas • Encourage push communications SM Campaign – Winter 2012
- 19. Actions: • Established channels on Facebook, YouTube and Twitter • Set up real time alerts‟ including delays to bin collection • Created video content on key issues like recycling • Integrated social media (sm) and sm advertising into all corporate campaigns • Actively monitored social media to take the temperature of issues • Introduced a social media policy • Used social media as a consultation tool to get feedback on key service issues • Enabled people book snow ploughs or gritters directly from Facebook. • Launched social media community photography group
- 20. • Attracted more than 13,000 followers to social media profiles • More than 2,000 people signed up for iPhone app • Provided updates of news, real-time alerts, local events, and live issues • Announced more than 180 school closures by 7am during extreme weather • Received more than 700 pictures from „community photographers‟ • Helped to get more than 2,000 people to sign-up for our e-zine. • Issued more than 1,000 alerts eg school closures or changes to bin collections • Publically praised by Facebook and Twitter community Results:
- 21. How to achieve objectives - encourage reduction of waste, recycling and reuse • Produce a strategy including content plan • Optimise social network profiles • Schedule regular updates - don‟t forget to listen! • Use social ads to target those most likely to respond eg well off families/starting outs/ /urban socialites • Create campaigns around specific issues • Provide full timeline – what happens after recycling • Ensure that social media is integrated with PR/Marketing/Channels
- 24. Making the most of Facebook • Ask questions - where, when, would and should • Answer questions • Obtain feedback via Survey Monkey • Regularly post interesting content with pics • Highlight and pin relevant resources, articles and information, photo albums, videos • Measure using Facebook Insights • Use Facebook Groups internally • Use Embedded Posts • Create a Statement or House Rules
- 28. Facebook Groups Features: • Security • Page rendering • Messaging • Docs • Email updating and notification
- 29. Facebook Groups Great for internal use Communication, collaboration and…
- 32. Making the most of Twitter best • Think about what residents want to hear • Be personal, passionate and polite • Engage with ALL people who interact with you • Scheduling – YES, Automation – NO • Focus on listening and conversation • Ensure you answer questions promptly and as fully as you can intranetfuture.com
- 33. Retweet (RT) Pronunciation:/riːːtwiːt/ verb [with object]: (on the social networking service Twitter) repost or forward (a message posted by another user) noun: a reposted or forwarded message on Twitter Source: Oxford English Concise Dictionary Twitter term intranetfuture.com
- 34. Favourite Use to: Like a tweet Mark for reading later To collate and highlight feedback/testimonials/issues intranetfuture.com Twitter term
- 35. Hashtag Help to categorise tweets into themes or subjects Use to group conversations Help build your awareness and audience Great for events, campaigns and chats Examples: #saynotojunkmail, #rethinkyourrubbish #glostwitpick, #localgov, #lgovsm chat (3.30pm every Tues) Twitter term intranetfuture.com
- 37. BiG City Spring Clean campaign Week beginning 13 May 2013
- 38. • Extra recycling bins were made available in City Centre • Council officers stationed in Gloucester bus station reminding people of the fines for dropping litter
- 43. Reaching your audience • Post and tweet regularly • Maintain a consistent tone • Be personal but professional • Schedule • Consider Social Ads • Publicise social networks on other channels • Run joint and integrated campaigns intranetfuture.com
- 44. Measurement Social Media is hard to measure BUT… Strategy • Link to objectives - sales, customer services, pr etc • Set metrics • Continually review Tactics • Measure traffic using Google Analytics + bitly • Use Twitter hashtags in campaigns • Use Facebook Insights and Tweet Binder intranetfuture.com
- 45. • Buffer • Facebook Insights • Facebook Graph Search • Advanced Twitter search • Twilert • Tweet Binder • Manage Flitter Key Social Media Tools intranetfuture.com
- 47. • Facebook Business Centre • Facebook Page Insights • Twitter Business Centre • Sign up to my fortnightly newsletter and read Intranet Future blog for Facebook news, examples and tips. Reference intranetfuture.com
- 49. Connect with Jonathan Pollinger 01242 639023 intranetfuture.com facebook.com/intranetfuture @intranetfuture on Twitter info@intranetfuture.com youtube.com/intranetfuture pinterest.com/intranetfuture uk.linkedin.com/in/jonathanpollinger
Editor's Notes
- ‘What can I give’ rather than ‘what can I get’
- “I didn’t have time to write a short letter so wrote a long one instead”. Mark Twain
- Gatorade listening command centre
- Encourage push communications rather than relying on people to search
- Communicate regularly: CAIC segmentation illustrates this and backed up by DMA survey