MASSbuys: Informing and Engaging Your Constituents Using Social Media
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Transcript of MASSbuys: Informing and Engaging Your Constituents Using Social Media
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Brought To You By
Informing and Engaging Your Constituents Using
Social Media
Presented by:
Francis Skipper Executive Vice President
617-259-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com www.451marketing.com/statevendor
@451heat @fskip #massbuys If you’re tweeting…
@451heat @fskip #massbuys
National Public Relations, Social Media, and Search Marketing Agency Founded in 2004
Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts
About 451 Marketing
@451heat @fskip #massbuys
About 451 Marketing
Our Promise: We will always exceed our clients’ expectations.
Our Difference: 451 Marketing is the only firm that can effectively reach your constituents at every stage of the every stage of the awareness and adoption cycle.
Our Vendor Status: Statewide contract PRF50: New Media, Marketing, Advertising, and Event Planning Services - listed as state vendor number VC0000419387.
@451heat @fskip #massbuys
@451heat @fskip #massbuys
Week of April 15, 2013
@451heat @fskip #massbuys
Connect & Protect Critical, time sensitive information in real-time
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Share Resources Resources available to those affected
Connect & Protect
@451heat @fskip #massbuys
Share Resources
Connect & Protect Participation Outlets for participation and community
@451heat @fskip #massbuys
stimulates volunteerism
creates community enhances safety
strengthens initiatives
increases participation promotes transparency
encourages sharing
Thoughtful Social Media…
@451heat @fskip #massbuys
Thoughtful Social Media…
stimulates volunteerism
creates community enhances safety
strengthens initiatives
increases participation promotes transparency
encourages sharing
@451heat @fskip #massbuys
Social Media
@451heat @fskip #massbuys
Lack of Buy-In • No senior-level buy-in or
contribution
• No one responsible for social media campaigns
Reasons for Failure
Lack of Strategy Lack of Planning
• No defined goals
• No one responsible for social media campaigns
Lack of Content/Interaction
@451heat @fskip #massbuys
Crafting & Executing a Social Media Strategy
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Listen Set up monitoring tools to gauge sentiment and review conversations around your organization and leaders.
Google Alerts
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Listen Set up monitoring tools to gauge sentiment and review conversations around your organization and leaders.
Hootsuite
@451heat @fskip #massbuys
Define Your Social Media Goals
Your social media goals should reflect your goals as an organization
• What would you like to compel your
constituents to do? • Volunteer for an event • Visit your website • Pay their parking tickets • Clean up a park • Participate in community
• What important and unique information can you provide to your constituents?
@451heat @fskip #massbuys
Choose Your Platforms - Wisely
I’m eating a #doughnut
Learn more about our doughnuts, view doughnut content, and join other doughnut-lovers
Watch these educating and entertaining videos about doughnuts
Here are my opinions and thought-leadership on doughnuts
Check out these great pictures of #doughnuts!
Collect and organize these #doughnut images and resources
We have doughnut eating skills and expertise
@451heat @fskip #massbuys
Social Platforms Explained…
…Using Doughnuts
@451heat @fskip #massbuys
(I’m eating a #doughnut)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
(Learn more about our doughnuts, view doughnut content, and join other doughnut-lovers)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
(Watch these educating and entertaining videos about doughnuts)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
(These are my opinions and expertise on doughnuts)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
(Check out these great pictures of #doughnuts!)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
(Collect and organize these #doughnut images and resources)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
(We have doughnut-eating skills and expertise)
@451heat @fskip #massbuys
@451heat @fskip #massbuys
Designate Roles & Responsibilities
• Designate an overall content coordinator
• Have coordinator from each functional area
• Designate members of senior management team to oversee/contribute – adds to validity
Set clear roles, expectations, and standards
@451heat @fskip #massbuys
Create a Social Media Calendar
Use a shared calendar such as Google Calendar to share content plan internally
• Color code by content type • Clearly define ownership • Create a checklist for social media
promotion • Share as far in advance as possible to
allow time for creation
@451heat @fskip #massbuys
As You Are Creating, Ask…
Unique?
Inspirational?
Credible?
Beneficial to Share?
…Does this Inspire Sharing or Action?
Is this content...
Helpful?
@451heat @fskip #massbuys
Begin Sharing
Start by executing your planned communications on a regular schedule.
Schedule Share!
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Links to social properties on website
Share buttons with content
Make Sharing Simple!
Engage With Other Organizations
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Re-post and share information from other Commonwealth and local organizations that are important to your audience or have similar goals to your organization
http://www.mass.gov/portal/socialmedia.html
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Engage and Encourage Constituents
• Answer questions
• Ask for feedback
• Reward participation
• Facilitate sharing
@451heat @fskip #massbuys
Define Response Protocol: Should My Organization Respond?
Re
vie
w
Eval
uat
e
Is Responding Worthwhile? • Will responding be timely? • What is likely viewership? • How important is the inquiry?
YES
NO
Is the post a rant, rage or rude joke?
Is the post a question or compliment to
your organization??
STOP! Do not respond and document to social media manager.
Proceed with Caution Consult social media manager and politely correct error.
Is there erroneous information in the
post? GO! Respond to the post . Thank if necessary.
NO
YES
Tone Is the post positive or balanced? YES
YES
YES
NO
NO
@451heat @fskip #massbuys
Measure and Adjust
What’s getting shared the most, by who, and when?
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Responding to a Crisis
CRISIS !
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Sharing information is the purpose of social media. You can serve your constituents by sharing information that they may not have seen otherwise!
Share Emergency Information from Relevant Organizations/Authorities
@451heat @fskip #massbuys
Your usual content is likely irrelevant during a crisis and may come across as insensitive during a crisis.
Suspend Pre-Scheduled Content
@451heat @fskip #massbuys
Establish a spokesperson(s) for the organization (in advance) and have them work with a professional public relations professional (or firm) to consult on the proper media.
Coordinate with Key Personnel
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Don’t add information about a situation unless you have something relevant and factual to add and have gone through chain of command.
Make Sure You Have the Facts
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In the days and weeks following a crisis, be sensitive in how and what you communicate to your constituents.
Be Aware and Sensitive
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Takeaways: When planned and executed properly, social media serves as an invaluable tool for government organizations
1. Define and Execute a Strategy
2. Prepare for Crisis
CRISIS !
@451heat @fskip #massbuys
Questions?
Informing and Engaging Your Constituents Using
Social Media
Presented by: