What the Tweet?Just post that.

Communities in Bloom SymposiumFriday, September 28, 2018

social mediamarketing strategy

• Value• Strategy• Tactics• Evaluation

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Social media value

• Sponsorshipactivation&recognition

• Marketing• Customerservice• Conversation/relationshipbuilding

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Social media in the County• Facebook

– StrathconaCounty(10,484likes)– Recreationdepartment(5,078likes)

• Twitter(7,480followers)• LinkedIn(3,967followers)• Instagram(1,438followers)

www.strathcona.ca/social

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Top Apps

© comScore, Inc. Proprietary. 27

Source: comScore Mobile Metrix Multi-Platform, CA, Dec 2017

Age 18-24 Age 25-34 Age 35-44 Age 55+

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FB Messenger

Google Maps

Gmail

FB Messenger

Google Maps

Google Search

FB Messenger

Google Search

Google Maps

Gmail

FB Messenger

Google Search

Google Maps

Gmail

The top apps vary by age group; Instagram and Snapchat rank higher on the list among younger Millennials

Top Apps by Number of Unique Visitors

Global Digital Future in Focus 2018 Canada Edition - https://www.comscore.com/

Time well spent?

© comScore, Inc. Proprietary. 28

Social Networks’ Share of TimeShare of Combined Minutes for 4 Major Social Networking Apps

Source: comScore Mobile Metrix, Dec 2017

Facebook is the clear leader when examining the distribution of minutes between four key social networking apps, particularly when combining Instagram into its overall share.

We’ve seen evidence earlier in this report of Snapchat’s increasing reach, and it will be interesting to observe how this translates into usage durations in 2018.3%

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Twitter Facebook Instagram Snapchat

Global Digital Future in Focus 2018 Canada Edition - https://www.comscore.com/

Millennials use multiple apps

© comScore, Inc. Proprietary. 46

Source: comScore Media Metrix Multi-Platform, CA, Dec 2017

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Millennials use several social networks regularly, with Facebook commanding the lead in both audience size and engagementAge 18-34 Digital Audience Penetration vs. Engagement of Leading Social Networks

Global Digital Future in Focus 2018 Canada Edition - https://www.comscore.com/

35+ Facebook Focused

© comScore, Inc. Proprietary. 47

Source: comScore Media Metrix Multi-Platform, CA, Dec 2017

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Persons 35+ also uses Facebook heavily, but doesn’t spread its attention across other social networks to the extent Millennials doAge 35+ Digital Audience Penetration vs. Engagement of Leading Social Networks

Global Digital Future in Focus 2018 Canada Edition - https://www.comscore.com/

social mediamarketing strategy

• Value• Strategy• Tactics• Evaluation

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Social media – part of the plan• Need: tie into business plan/priorities

• Goal: part of measurable objectives

• Coordination: partners, audience, key messages

• Timing: rollout, awareness

• Tactics: social media one aspect of campaign

• Resources: scripting, posting, monitoring

• Evaluation: reach, achievement of goals, adjustments

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Focus on 3 key areas 1. Acquisition

How are you anticipating acquiring traffic for content? Where are you spending most of your efforts?

2. BehaviorWhat is the behavior you are expecting when people arrive? Are there certain actions they should take? How can you report the value back to your sponsors/partners?

3. OutcomesWhat outcomes signify value delivered to your organization and your sponsors?

Why are we undertaking this digital initiative?11

Have a home base

Social media architecture

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social mediamarketing strategy

• Value• Strategy• Tactics• Evaluation

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Visual is valued

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Real people stories are powerful

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Showcase your volunteers

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Tap into your network of people

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Relate to what is important

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Interaction MAKES IT SOCIAL

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Cross-platform linking

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Make it an event

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NEW is exciting

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Timely and fun

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Timely and fun

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Partnering & Cross Promotion

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Partnering & Prizes

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Winning is engaging

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Timely & relevant

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Timely & relevant

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social mediamarketing strategy

• Value• Strategy• Tactics• Evaluation

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Social Site Referrals

www.strathcona.caSeptember2017– 2018

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Getting results?Whyarepeoplevisitingyoursite?• Isthecontentcompelling?

Interesting?Timely?Controversial?Fun?

• Howdoesthecontentandaudiencerelatebacktoyourbusinessobjectives?(i.e.morefollowersdoesn’tnecessarilymeangoodROI)

Facebookanalytics– posttab

34Highestreach

Mostengagement

Twitter– Hootsuite profilesummary

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What hashtags relate to your audience? Your sponsor’s audience?What are the key or trending #hashtags related to your core business? Are you including them in your posts? What else are people saying in the hashtag posts that relate to your business? How does this relate to your sponsor(s) audience?

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Questions?

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SueHuttonManager,Marketing,Programs&PartnershipsStrathcona CountyRecreation,ParksandCultureSue.Hutton@strathcona.ca780-464-8487