MORPC Social Media Workshop - Fathom

Merging Online & Offline Marketing

Social Media Local Governments WorkshopJune 18, 2014

Importance of IntegratingOnline and Offline

• Reach a broader audience• More information is available• More ways to educate target audience• Harness feedback from target audience• Tracking

Benefits of IntegratingOnline and Offline

• Cross promote content• Balance traditional communication and social media channels to reach

more people• Enhance media relations• Use offline tools to drive online efforts and visa versa

Making the ChangeIntegrating online and offline

• Stop viewing online and offline as separate activities and initiatives• View all channels as mediums for your campaigns and messages• Online and offline may have different strategies but should work

together to achieve the same overall goal(s)

Examples of IntegrationOnline and Offline Marketing

Add the website and/or social media site addresses to all printed material

• Signage• Brochures• Flyers• Business cards• Mailers

Use social media to promote live events or meetingsUse social media to solicit feedback to improve initiatives and campaignsDistribute press releases to online wires – not just local media


Use blogs to update the website and cover live events or post recent news or announcementsRecord announcements from the Governor and post video to YouTube, Website or FacebookPost city announcements such as new trash pickup schedule, crime stop policies


Post pictures from city events and tag people/citizensUse social media sites to report potholes or traffic updatesIntegrate emails with social media and the websiteBillboards can point to information on a website or Facebook pageMobile apps are interactive with customer service activities – locations of facilities, registration, report citizen claims

Don’t Discount BlogsIntegrated Strategy

The Government has more than 50+ blogs

Blogs provide a great central hub for information to share via the website, media, press releases, events, social media

Timely, relevant content

Citizen Service IntegrationExample

Citizen requests taken to social media

Responding to citizen requests quickly

Talking about action taken

Citizen ServiceExample

Providing information

Using social media channels in addition to news/media and website channels to provide construction updates

CASE STUDIES

Case StudyAustin, TX

Integrating Facebook and offline(7,000 Likes)

Posting photos from events

Updating on city initiatives such as the “Get on Board” campaign

Highlighting local awards in the media

Highlighting city employees at work making a difference


Integrating Facebook and offline

Charitable causes and pet resourcesDogs always get engagement!

Highlighting city amenities


Twitter (35k followers)Info on community events (not just govt news)

Respond to public comments

Case StudyKansas City, MO

Integrating Facebook (1,600 likes)Posting about local sports teamsTying in with time of year, monthly themes


Integrating Twitter

Everyone talks about the weather

Local photos of the city


Integrating Twitter (19k followers)

Not shying away from questions/comments

Refer public service questions to other agencies—via public tweets!

Public appreciates seeing city in action

Case StudyNashville, TN

Website IntegrationInnovative Social Media Center on website: clickable directory of all departments on social media

Could include other channels:• Service phone number• Mailing address for comments• Physical address for meetings

GETTING STARTED, NEXT STEPS

Key TakeawaysNext steps

Post about events• Live broadcasting• Photo follow up• Videos• Interviews pre and post• Media coverage

Add URLs to all materials• Signage• Brochures/flyers/biz

cards• Email signatures

Try Live Events/Interviews• Google hangouts with

experts

Next Steps

Identify those thought leaders and key community individuals and connect with them on social media bringing the offline relationship online

Collaborate with city and local agencies online and offline – Promote outcomes online

Post general community interest content

Social Media ScorecardTracking metrics

Track anything at first – Use Excel

Take baseline metrics before campaign or initiative starts

QUESTIONS?

Amy Marshall@[email protected]

MORPC Social Media Workshop - Fathom

Government & Nonprofit

Transcript of MORPC Social Media Workshop - Fathom