Post on 14-Jan-2015
description
Tom Eiland Hannah Smith
Partner Associate
Conkling Fiskum & McCormick, Inc.503-294-9120 www.cfm-online.com
Social Media:More Tools for
Communication and Engagement
Public Affairs | Public Relations | Research
Public Affairs | Public Relations | Research Social Media: New Tools for Communication
The Good Old Days
Evening newspaper deliveryKnowing the reporters by namePress releases that made the news
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
A new era?
• Life changes as we know it.• Shift in the Earth’s axis.• Cats and dogs no longer fight.
September 26, 2006
Facebook opens to everyone age 13 years and older.
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Understanding change
Internet surpasses newspapers and radio for news.
News consumption is a socially-engaging and socially-driven activity, especially online.
Participation by consumers comes more through sharing than through contributing news themselves.Pew Research March 2010
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Information and the Internet
Use of the Internet to get information about local schools is widespread.
2009
All 53%Parents 80%18 to 54 years 63%King County 52%Puget Sound 57%Clark County 55%Other Western 52%Eastern 48%
87% of voters have Internet access at
home or work.
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Social Media
Key education supporters are using social media.
FaceBook users:
18 to 34 73%35 to 54 40%55+ 27%
Parents 48%Dems 45%GOP 44%
Social Media use among Washington voters.State- ClarkWide County
FaceBook or other social networking sites 39% 44%YouTube or other video sharing sites 13% 14%Linked-In 12% 8%Flickr or other photo sharing sites 10% 13%Twitter 8% 10%None 54% 51%
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
So many choices
Blogs/ConversationsBlog ConnectionsBlog PlatformsMicromediaLifestreamsSpecific to TwitterSMS VoiceSocial NetworksNiche NetworksCustomer Service NetworksLocationsVideoVideo aggregationDocumentsEventsMusicWikiLiveCasting – Video and AudioPicturesSocial BookmarksComment and Reputation
Theconversationprism.com 7
Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Now What?
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Now What?
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Forget the hypeEmbrace the changeIt’s all good
It is just marketing
Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Six Steps to Success
Determine your goals•Awareness
•Information
•Positioning
Determine your goals•Awareness
•Information
•Positioning
Determine your goalsDetermine your goals
Target and SegmentTarget and Segment
ID and assess toolsID and assess tools
Develop planDevelop plan
Keep it interestingKeep it interesting
Measure resultsMeasure results
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Six Steps to Success
Target and segment•Who will help meet your goals
•No one size fits all resource
Target and segment•Who will help meet your goals
•No one size fits all resource
Determine your goalsDetermine your goals
Target and SegmentTarget and Segment
ID and assess toolsID and assess tools
Develop planDevelop plan
Keep it interestingKeep it interesting
Measure resultsMeasure results
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Six Steps to Success
Audit/Inventory tools•Traditional
• Newspaper, TV, Radio, Events
•Contemporary
Audit/Inventory tools•Traditional
• Newspaper, TV, Radio, Events
•Contemporary
Determine your goalsDetermine your goals
Target and SegmentTarget and Segment
ID and assess toolsID and assess tools
Develop planDevelop plan
Keep it interestingKeep it interesting
Measure resultsMeasure results
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Six Steps to Success
Develop the plan•Multi-media approach
•Consider traditional and contemporary tools
Develop the plan•Multi-media approach
•Consider traditional and contemporary tools
Determine your goalsDetermine your goals
Target and SegmentTarget and Segment
ID and assess toolsID and assess tools
Develop planDevelop plan
Keep it interestingKeep it interesting
Measure resultsMeasure results
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Six Steps to Success
Keep it interesting•Think like your target audience
•Make information and content group specific
Keep it interesting•Think like your target audience
•Make information and content group specific
Determine your goalsDetermine your goals
Target and SegmentTarget and Segment
ID and assess toolsID and assess tools
Develop planDevelop plan
Keep it interestingKeep it interesting
Measure resultsMeasure results
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Six Steps to Success
Measure results•Set realistic expectations
•No silver bullet
•Use tool specific metrics
Measure results•Set realistic expectations
•No silver bullet
•Use tool specific metrics
Determine your goalsDetermine your goals
Target and SegmentTarget and Segment
ID and assess toolsID and assess tools
Develop planDevelop plan
Keep it interestingKeep it interesting
Measure resultsMeasure results
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Tools and Metrics
Top 5 most used tools
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Tools and Metrics
E-Newsletters• Benefits• Best Practices • Metrics• Limitations
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Tools and Metrics
Facebook• Why use Facebook? • Fan Pages vs. Groups• Determining Success• Limitations
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Tools and Metrics
Twitter• What to consider before using Twitter • Why use Twitter• Measurement• Preventing Twitter burnout
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Tools and Metrics
Blogs• Developing good content• Promoting your blog• Is your blog healthy?
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Tools and Metrics
RSS• Finding good content • Twitter monitoring • Blog Subscribers
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Other
Business connectionsOne-on-oneAdministration/leadership
Internal micro-blogTwitter for internal communicationGeneral or sub-groups
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Web site
Command Central
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Public Affairs | Public Relations | Research Social Media: New Tools for Communication
Resources
The Digital HandshakePaul Chaney
The New Rules of Marketing and PRDavid Meerman Scott
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Presenters
Tom Eiland, Partner503-802-4112tome@cfmpdx.comwww.linkedin.com/in/tomeilandwww.twitter.com/tomeiland
Hannah Smith, Associate503-419-4120hannahs@cfmpdx.comhttp://www.linkedin.com/in/hannahelainesmithwww.twitter.com/HannahESmith
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Bonus Information
The following pages summarize results from an online survey conducted by CFM among 36 of 95 WSPRA members. WSPRA provided CFM with email addresses. Interviews were conducted February 25 to March 1, 2010.The survey was designed to assess if and how school districts are using social media tools for external and internal communications.CFM recognizes the sample is not representative of Washington state school districts. Readers should use the results as a guideline for what social media tools are used and what issues school district communicators face.
Survey Distribution
Actual Distribution* (295 districts)
Less than 1,000 2% 41%
1,000 to 4,999 19% 29%
5,000 to 9,999 27% 10%
10,000 or more 50% 10%
* Source: JLARC analysis of 2008-09 OSPI enrollment data 26
Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Social Media: External Communications
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Social Media Tools:External Communications
Which social media tools are you using for external communications for your school district?
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Social Media: Internal Communications
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Public Affairs | Public Relations | Research Social Media: More Tools for Communication
Social Media Tools:Internal Communications
Which social media tools are you using for internal communications for your school district?
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