The document outlines a social media engagement proposal for Toronto Police Services. It includes deliverables such as an assessment report, strategy recommendations, implementation plan, and evaluation strategy. The methodology involves discovery sessions, research on social media and competitors, and developing a strategy based on stakeholder needs. The strategy will address areas for improvement, best practices, citizen expectations, communications, and training. It will also provide website redesign recommendations and integrate social media with the overall marketing strategy.

1. Toronto Police Services
Social Media Engagement Proposal
Prepared by: Tamera Kremer, Wildfire Strategic
Marketing
September 23, 2010

2. Deliverables
• Assessment Report
• Strategy Recommendations
• Project Charter
• Strategy Implementation Plan
• Training Documentation
• Website Redesign Recommendations
• Evaluation Strategy
• Marketing Strategy

3. Methodology & Approach:
Discovery
• Discovery Sessions with key stakeholders, internal and
external (could include focus groups, or social media
outreach)
– Focus will be on identifying key constituent groups utilizing
social media representing Toronto’s diverse population
• Third-party research related to organization that could
include: Forrester, Altimeter, Social Media Monitoring,
Facebook Insights, Google Insights, Google Trends, TPS
website analytics, etc.
• Competitive and complimentary reviews: law
enforcement; governmental; lifestyle
• Privacy and governance reviews

4. Distillation:
Strategic Development
• Utilizing information gathered during the discovery phase, we
would distill into a comprehensive digital and social media strategy
by focusing on key stakeholder demographics and sociographics
using a persona approach that speaks to over-arching needs in the
community
• The strategy will identify areas for improvement, best practices
across industries, citizen expectations, privacy and governance
concerns, tone of voice, appropriateness of messaging, proactive
communications, readiness planning, community outreach (will
vary based on the diverse Toronto population and ethnographic and
sociographic makeup), crisis communications, content
development, and TPS Charter
• Specific tactics and recommended channels (recognizing the
immediacy of Facebook, YouTube, and Twitter) and an
implementation roadmap will be included in the final deliverable

5. Privacy, Governance, and Training
• Social Media and Social Networks are constantly
evolving, being, at the minimum, abreast of the
landscape will help organizations plan internally,
enable champions, and stay on top of developments
• An outcome of the strategic plan will include detailed
training modules for key staff and stakeholders, a
comprehensive review of potential privacy and policy
issues, actionable recommendations with input from
the steering committee and rules of engagement for
TPS members

6. Website Redesign Recommendations
• Social media is part of the fabric of the web. Understanding the
best practices surrounding implementation, potential limitations,
correct engagement methods, data collection, and integration with
existing programs will be a key determination of success for TPS.
• Implementing social media on a website is more than just adding a
Facebook “Like” button, and as the Privacy Commissioner of
Canada just announced, there are potential privacy concerns with
using that implementation. TPS should be at the forefront of citizen
privacy, engagement and participation and adherent to, and in
advance of, all potential concerns. The scope of this project could
include recommendations for secure submissions, community
forums, selective sharing, and content accessibility as applicable
and as driven by the strategy

7. Measurement and Analytics
• Understanding your benchmarks is key to successfully
navigating the digital space. Setting realistic goals and
measuring against them will be a prominent
component of a successful engagement platform.
Wildfire has a framework (D.E.S.I.R.E.D) that integrates
analytics and metrics from traditional digital and social
media platforms to help organizations understand and
learn from their efforts in the digital channel.
Recommendations for the appropriate frameworks to
use and what the analysis means will be an integral
part of the social media strategy.

8. Marketing Integration and strategy
• Ensuring communications and engagement reach the
broadest audience, are consistent and integrated
throughout touchpoints will be mandatory to ensure
the maximum reach and over-arching cohesion in
messaging for TPS. Working with the social strategy,
website redesign mandates and governance standards,
Wildfire will work with TPS to ensure their marketing
strategy is aligned with their social strategy in
community outreach, print, media relations, and other
forms of communications. The plan will include
detailed recommendations for integration based on
desired outcomes and demographic profiles.