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Social Media for Municipalities - Choosing the Right e Medium for the eMesage
- 1. Selecting the Right e-Medium for the Message Laura Schieber, Vivanti Group ICMA Conference Presenter
- 2. Laura Schieber, Principal Vivanti Group • Why am I here? • What will I accomplish? • What can you glean from listening to me? – Introduction – Demographics / usage – Social media channels – Best practice examples for municipal social media – Social Media 101, 201, 301
- 3. social media has overtaken porn as the #1 activity on the web http://dianehughesdotcom.wordpress.com/2013/06/26/social-media-a-great-video-with-some-surprising-stats/
- 5. social media demographics 62% 71% Male Female 55% 60% 65% 70% 75% Gender User % Of Each Group 65% 68% 72% 60% 62% 64% 66% 68% 70% 72% 74% White, non- Hispanic Black non- Hispanic Hispanic Race 83% 77% 52% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 18-29 30-49 50-64 65+ Age
- 6. facebook is king 83% 5.7% 1.9% 1.7% 1.4% 6.1% Facebook Tumblr Pinterest Twitter Linked In Other Share of time spent on various social media channels Facebook is the #1 website on the Internet
- 8. social media trends Visual Marketing Video Mobile Marketing 55+ Social Media Users
- 9. largest 75 cities get social • Nearly all city sites allowed comments and presented policy content such as discussions of city budgets. 2012 University of Illinois at Chicago study 87%87% 75%
- 10. governments are using social media for everything from handling 311 service requests to hosting real- time interviews with public officials to crowdsourcing ideas around public policies. Information Week, Feb. 27, 2012 http://www.informationweek.com/government/enterprise-applications/top-14-government-social-media- initiativ/232601128
- 11. city business @NYCMayorsOffice Tweets on city news, links to press conferences, respon ses to citizen questions about city policy, and more.Best Twitter Practices: -Real-time updates -Replies & conversation -Cross-references -Links to photos
- 12. tourism Visit Dallas planted giant B and G letters around the city inviting people to put the I in Big. The campaign has been a tremendous success.Best Facebook Practices: -Visual -Fun -Social / involving people -Quirky / unique
- 13. events Best practices: Reinforce event branding. Generate buzz with social contests. Event photos. Maintain connections over the year. Best Practice – 70-20-10 Rule Brand Building: 70% Sharing : 20% Promoting: 10%
- 14. safety Coverage Includes: Safety tips, historical photos, news, memorials Twitter ideal for real-time updates, trafficReal-time updates about fire locations and status. More serious news-focused tone.
- 15. community building Special tab to report a problem and request service Best practice: Be social – support real-world activities and connect with people.
- 16. parks & recreation Pinterest is a great way to show potential visitors what your town has to offer. Showcase your visual assets using a visual medium like Pinterest. Community boards let others pin. Best practice: Pinterest users love projects and activities. Showcase your craft guild and highlight activities and fitness opportunities in your community .
- 17. getting started • 1.0 – Listen – Establish goals & policies – Plan – Schedule – Focus / streamline – 70/20/10 rule – Outsource
- 18. raising the bar • 2.0 – Monitor & report – Find your voice – Grow audience – Showcase success stories – Automated tools – Reputation Management / Crisis Management – Collaboration on documents, ideas, events for the organization
- 19. imagine the possibilities • 3.0 – Regular blogging – Twitter as EMS channel – Twitter as voting mechanism – Facebook as public discussion forum – Podcasts / YouTube http://www.firebellymarketing.com/wp-content/uploads/2013/07/36-rules-social-media.png
- 20. a few resources NEWS / TRENDS • Mashable • SlideShare • HubSpot • Marketing Profs GOV SOCIAL MEDIA TRENDS • Gov Loop • Gov Delivery • State Tech MONITOR/REPORTING • Hoot Suite • Radian6 • Klout • Google Alerts • Social Mention • Tweetdeck Please share your favorites with me!
Editor's Notes
- My firm provides social media services for a variety of clients – including Addison, Texas.Social media trends, stats, best practices.Ideas you can put to use.
- 1. Facebook is the most visited website (of all websites)2. Facebook shares have the greatest influence on Google search rankings in the U.S. followed by backlinks.3. 53% of people recommend companies and products on Twitter.4. There are 800 million active users on YouTube that spend an average of 15 minutes/day on YouTube5. The average consumer mentions brands 90 times/week with family, friends and co-workers.6. There are 5 million images uploaded to Instagram every day7. The average user spends 89 minutes/month on Pinterest8. 56% of people check Facebook daily9. There are 120,000 tweets sent every second10. 64% of Twitter users and 51% of Facebook users are more likely to buy the products of brands they follow online11. The Google +1 button is used 5 billion times per day.12. 83% Of Pinterest Users are women, the most popular categories include clothes, crafts, and food.13. The average user spends 21 minutes/week on LinkedIn14. WordPress is the highest ranked blogging platform on Google including Blogger and Tumblr15. 50% of shoppers have made a purchase based on a recommendation through a social media networkhttp://smallbusiness.yahoo.com/advisor/15-social-media-statistics-every-business-needs-know-001509118.html
- ECONOMIC SNAPSHOT| SOCIAL NETWORKINGBy TOM SETZERStaff Artisttsetzer@dallasnews.comBy KRISTA M. TORRALVAStaff Writerbusinessnews@dallasnews.comSocial networking is at an all-time high, with nearly three quarters of American adults using a wide variety of platforms. Nationally, the percentage of social media users multipledninefold from 8 percent in 2005 to 72 percent asof May, according to the Pew Research Center. While young adults still make up the largest population of social media users, older Internet users are getting more connected.Following social media trendsAndrew Lipsman,vice presidentof marketing and insights, comScoreAnthony Edwards,board member,Texas Social Media Research InstituteKrista M. Torralva,staff writer,The Dallas Morning News SOURCES: comScore; Facebook; Texas Social Media Research Institute; Pew Research Center
- YouTubeFour SquareYelpEtc…Power of the network that makes it powerful – explain what a social network is – sitting in the room can become a network. ECONOMIC SNAPSHOT| SOCIAL NETWORKINGBy TOM SETZERStaff Artisttsetzer@dallasnews.comBy KRISTA M. TORRALVAStaff Writerbusinessnews@dallasnews.comSocial networking is at an all-time high, with nearly three quarters of American adults using a wide variety of platforms. Nationally, the percentage of social media users multipledninefold from 8 percent in 2005 to 72 percent asof May, according to the Pew Research Center. While young adults still make up the largest population of social media users, older Internet users are getting more connected.Following social media trendsAndrew Lipsman,vice presidentof marketing and insights, comScoreAnthony Edwards,board member,Texas Social Media Research InstituteKrista M. Torralva,staff writer,The Dallas Morning News SOURCES: comScore; Facebook; Texas Social Media Research Institute; Pew Research Center
- Visual Marketing: BOOM!Infographics and visual marketing have seen a massive boom in the past year, especially with the proliferation of photo sharing giant Pinterest. Of all the social media trends on this list, I’m certain this one is bound to be hot for a while.38% of marketers plan to increase their use of photo sharing sites such as Instagram.Mobile Marketing: BOOM!Let’s face it: Smartphone is the new phone these days and Google is sitting in everybody’s pocket. Are you optimized for mobile? If not, the stats should frighten you because there is a good chance your competitors are…and they might be doing pretty well with it. Yikes!28% of Internet usage comes from a mobile phone. (Pew Research Center)55+ Social Media Users: BOOM!Although the highest usage on social media is between the ages of 12-34, the demographic with the highest rate of growth is the 55+ crowd. Whoever said seniors weren’t hip?According to a Global Web Index study it is:Mobile – with the number of people accessing the internet via a mobile phone increasing by 60.3% to 818.4 million in the last 2 years.Older users adoption – On Twitter the 55-64 year age bracket is the fastest growing demographic at 79% since 2012. The fastest growing demographic on Facebook’s and Google+’s networks are the 45 to 54 year age bracket at 46% and 56% respectively.
- http://www.uic.edu/cuppa/ipce/interior/CELocalEGovSMFullReport2012.pdfSee the University of Chicago Study 2012Twitter was used by 87 percent of the cities up from 25 percent in 2009. Facebook also used by 87 percent of the cities, up from 13 percent. YouTube links appeared on the websites of 75 percent of the cities, up from 16 percent.Under utilized channels include Blog, Flikr,
- Governments are using social media platforms and technologies to engage the public in a variety of ways, from providing information on government services to emergency response.San Francisco 311 – tab on Facebook for people to lodge complaints to the city.
- Biggest – started Big Influence – online and office movement – concept of B / G – go deeper and highlight and focus – highlight pockets of the city – diversity – pick out influencers and – combining and take online and make it consistent with online – really pretty easy to integrate.
- Consider following the 70/20/10 rule. Social media should be seen as an outlet to create engagement with like minded individuals and as a way to develop relationships and identify yourself as an industry thought leader.The 70/20/10 rule was defined by Crystal Vikaitis who breaks down your business’s social media posts into three different categories. The three categories are broken down into providing your audience value, sharing the content of other individuals and companies, and lastly promoting your company.Join GroupsEngage as a participant in discussions already underway (e.g. Facebook Wall, Discussions, Links)Consider the Goal for your Social Media expansion.What are you out to accomplish? (e.g. replace email newsletter, encourage feedback, talk to journalists) – Increase traffic to Website, connect to potential businessesEstablish Metrics that Demonstrate SuccessIs it working? Why or why not? (e.g. better informed audience, easier event planning, faster response to news)Practice Posting to a Small Group FirstPut together a series of posts in your favorite word processor and circulate those to a small group. Take feedback.Design the BlogDon’t bog down in the aesthetics, this is not a good way to spend time. Most simple blog designs are ideal for cities/municipalities.Establish ConnectionsLearn to connect your different social media participation areas in one, easy to view place using RSS – it will save you hours.Be Honest and AuthenticYour Social Networking credibility depends on authenticity. Humans make mistakes, so laugh at yourself and show your personality.Use Intriguing Headlines That Draw Users InThink about what would “grab” people who are skimming headlines. Engage your readers’ curiosity and expertise.Use the Blog as Your Go-To DestinationRefer people to the blog instead of answering questions in email or publishing paper. This will train people to always check there first – saving you huge quantities of time.Guest Post Look for opportunities to post on other blogs (e.g. another Cities’ blogs) Link back to your regular blog to increase readership. Collaborate with other city bloggers.Answer Questions Whenever PossibleUse tools that help you monitor the social web for questions, and delight readers by answering them in the social web.
- Don’t give up – social ROI gives you financial ROI – if you don’t listen to constituents are – way to connect the two worlds – can’t hear back through advertising – know right away if people like something or not.