1 Ex Libris Alma TCO/ROI April 2011. 2 Why Use Financial Tools like ROI?
social Media The Who, How, Why And Roi -...
23
SOCIAL MEDIA – THE WHO, HOW, WHY AND ROI 2016 APWA Mid-Atlantic 58th Annual Conference & Equipment Show May 6, 2016
Transcript of social Media The Who, How, Why And Roi -...
SOCIAL MEDIA – THE WHO, HOW, WHY AND ROI 2016 APWA Mid-Atlantic 58th Annual Conference & Equipment Show
May 6, 2016
© Arcadis 2015
Why Social Media?
Communication is the foundation of any strong relationship…
Water, Power, etc. Outages
Street Closures
Project Updates
Crisis Management
Showcase Success Stories
Encourage Feedback
Others…?
© Arcadis 2015
Who’s Using Social Media?
© Arcadis 2015
% of Online Adults on Social Media
0
10
20
30
40
50
60
70
80
90
100
Social Media Use by Age
All 18-29 30-49 50-64 65+Pew Research Center
© Arcadis 2015
Stats on Facebook
71% of online adults use Facebook
By Gender:
66% of Men
77% of Women
By Age:
18-29 – 87%
30-49 – 73%
50-64 – 63%
65+ – 56%
By Race:
White – 71%
Black – 67%
Hispanic – 73%
By Education:
High School – 70%
Some College – 71%
College+ – 74%
By Income:
> $30,000 – 77%
$30,000-$49,000 – 69%
$50,000-$74,000 – 74%
$75,000+ – 72%
By Location:
Urban – 71%
Suburban – 72%
Rural – 69%
So Facebook
is all we
need,
right…?
© Arcadis 2015
Stats on Twitter
23% of online adults use Twitter
By Age:
18-29 – 37%
30-49 – 25%
50-64 – 12%
65+ – 10%
The Global Social Media
Impact Study observed
people aged 16 to
18…found Facebook
use was in sharp decline
They’re “turning to
simpler services such
as Twitter, Instagram,
Snapchat and
WhatsApp”
Facebook is “uncool”
and they “keep their
profiles live purely to
stay in touch with
older relations”…ouch!
© Arcadis 2015
Thoughts on Instagram
26% of online adults use Instagram
“Instagram has edged
out Facebook and
Twitter in terms
of prestige among
young users.’”
“U.S. teens now
describe Instagram
as 'most important."
© Arcadis 2015
Thoughts on Snapchat
“Snapchat is the youngest social network of all.”
“More than six out of
10 Snapchat users
are in the 18-to-24
age group.
© Arcadis 2015
Why is reaching teens important?
© Arcadis 2015
By the numbers…
In 2013, 2,163 teens in the U.S. ages 16–19 were killed and 243,243 were treated in emergency departments for injuries suffered in motor vehicle crashes.
That means that six teens ages 16–19 died every day from motor vehicle injuries.
© Arcadis 2015
Just when you think you’ve seen it all…
The Conversation Prism
© Arcadis 2015
Thoughts on Facebook
© Arcadis 2015
Thoughts on Twitter
Main Street is flooded at
Broadway. Use Orange Ave
instead. Flooded streets are
dangerous. Please avoid any
streets with standing water.
© Arcadis 2015
Thoughts on Instagram
© Arcadis 2015
Virality…?
© Arcadis 2015
Which Social Media Platform?
Tap into all your possible connections, but be concise…
Criticality Age Platform
Low
Normal
Critical
16-18
18-29
30-49
50-64
65+
© Arcadis 2015
Which Social Media Platform?
No need to tap into every platform…
Criticality Age Platform
Low
Normal
Critical
16-18
18-29
30-49
50-64
65+
© Arcadis 2015
Which Social Media Platform?
This is a time when less is more…
Criticality Age Platform
Low
Normal
Critical
16-18
18-29
30-49
50-64
65+
© Arcadis 2015
Social Media ROI
It’s about your critical message received in time to prevent…
Dollars and maybe even lives saved from fewer cars in flooded roads…
© Arcadis 2015
Social Media ROI
It’s about your critical message received in time to prevent…
Dollars and maybe even lives saved from fewer accidents during prom season…
© Arcadis 2015
Social Media ROI
Beyond revenue, social media can boost public relations…
Set Your Goals
Friends/Followers
Clicks/Likes
Retweets/Reposts
Social Interactions/Videos Viewed
Most Importantly…
Reduced Incident Responses
© Arcadis 2015
Things to Consider
In social media, what’s viral today may not be tomorrow…
Your audience
Your message(s)
Virality
Criticality
Reassess Annually
Engage Teens & Young Adults
Feedback
© Arcadis 2015
Thanks!
In social media, what’s viral today may not be tomorrow…
Beverly Noffsinger
Arcadis
757.879.0020
Beverly Noffsinger
@BevNoffsinger
beverlynoffsinger
bnoffy
