Education, Prevention, Suppression... Social Media?

How Online Engagement Can Aid in the Delivery of Your Lines of Defence

Presentation will be available for download at

slideshare.com/cikmarketing

Presented by Chantielle KennedyCIK Marketing & Inklyo Ltd.

© 2012 CIK Marketing

Agenda

• Introduction• Part One: What You Actually Need to Know About Social Media

• Branding: Find Your Face• Set-Up• Create a Social Media Policy / Implement Tracking

• Part Two: Lines of Defence – Social Media as a Tool to Define and Achieve Objectives• How Social Media Makes a Difference• Managing the Media Monster

• Part Three: Attraction Tips • Part Four: Chatham-Kent Fire Department Demo / Q & A

© 2012 CIK Marketing

About Me

• President Inklyo Ltd. • Online content development agency

• CIK Marketing • Social media management and online marketing consultant

• A graduate of the University of Western Ontario and student of the Search Engine Marketing Professional Organization (SEMPO)

• Consulted with police services throughout Ontario on the importance of social media and connecting with civilians online

• Assisted in the Chatham-Kent Fire Department's recent social media strategy roll out

© 2012 CIK Marketing

About Me

© 2012 CIK Marketing

Creep Me

www.facebook.com/cikmarketing

www.twitter.com/cikmarketing

www.cikmarketing.cawww.inklyo.com

chantielle@cikmarketing.ca

© 2012 CIK Marketing

Part One: What You ACTUALLY Need to Know About Social Media

1. Branding = Planning

• Find Your Face - www.namechk.com

• Brand Recognition• Chatham-Kent Police Service

• www.ckpolice.com• twitter.com/ckpsmedia• facebook.com/ckpolice• youtube.com/ckpsvideo

• Chatham-Kent Fire Department• www.ckfire.com• twitter.com/ckfiredept• facebook.com/ckfiredept• youtube.com/ckfiredept

© 2012 CIK Marketing

Set Up

2. Don't just jump in – Think First

• What Are Your Objectives, Goals?– Facebook: Page or a Group? NOT PERSONAL PROFILE– Twitter: Multiple people tweeting?

Engagement comfort level?Time commitment?Knowledge of the platform?

© 2012 CIK Marketing

Cover Your Butt! Get a Social Media Policy and Operating Guidelines

Yuck - more paper work.• Eliminate confusion on the part of administration,

firefighters, officers and the public1. Internal discomfort – unsure about implementation:

impede fire response?• Level of understanding

2. Department Protection

Need help? – Contact CKFD and Brampton FD– www.policytool.net© 2012 CIK Marketing

Be Clear and Concise

• Who is responsible for social media management?• What is the procedure?• Make staff and public aware

Facebook Policy ToolsDisclaimer:• Right to remove posts deemed offensive• Comments made do not reflect beliefs, views and opinions of fire

department• Page is not monitored 24 hours a dayBlock List• Offensive words / derogatory terms

© 2012 CIK Marketing

Implement Tracking

Important!

• Justification for using social media• Helps plan future engagement strategies• What's working / what's not?• Handy for annual reports, budget talks

Without proper analytics + tracking = wasting your time

• Facebook Analytics (built in - free)• Sprout Social (third-party paid service)

© 2012 CIK Marketing

Part Two: Lines of DefenceEducation

You all know that Firefighters don't just put out fires…but I don’t.

Social media makes it easy to share brief, informative tips:1. Fire and life safety – events, public training, school visits2. Department information - how department is set up, operates

Push followers back to website for more detailed information.

• Engage civilians– Answer / ask questions– Increase overall understanding

© 2012 CIK Marketing

Prevention

Don’t you just love dealing with open air burns?

• Improve the public's understanding of fire related codes and laws– Share links to downloadable permits, information

sheets, FAQs– Share applicable information at applicable times

© 2012 CIK Marketing

Suppression

• Suppression– Provides an additional venue to broadcast to:• Civilians – Various services (structure fires)– Emergency notices (flooding)

• Media– Tweeting/posting from scene: Train media to expect

this communication - leave officers alone

© 2012 CIK Marketing

SuppressionManaging the Media Monster

But be careful!– When it comes to media - do what you say!Example: – Send a tweet that says "More info to come later."– This means you will provide more info via Twitter -

so don't just send out an email release• Remember: Just 'cause they're following you on Twitter

doesn't mean they're on your media list• Cover all your bases (automation)

© 2012 CIK Marketing

Attraction MethodsShe thinks my tractor fire truck is sexy.

• Photos: equipment, events, funerals– Emotional connection

• Personal connection– Call-signs tied to real people

© 2012 CIK Marketing

Chatham-Kent Fire Department Social Media Demo

• Branding– Twitter "Call Signs"

(Putting a Face to the Fire Department)– Facebook Custom Tabs

• Automation / Ease of management

• If time: look at analytics for CKFD

© 2012 CIK Marketing

Are You Ready to Reach Your Community Through Social Media

Contact Me!

Chantielle Kennedychantielle@cikmarketing.cafacebook.com/cikmarketingtwitter.com/cikmarketingslideshare.com/cikmarketing

© 2012 CIK Marketing