Managing Social Media Campaigns

Social Media Campaigns

Timothy Martin Communications and Media Coordinator City of Roanoke, VA

@TRMRoanokeCity

About Roanoke OUR SOCIAL MEDIA LANDSCAPE

Departments on Social Media

45 Pages

The Numbers

136,011 Followers

108,897 20,820 3,945 1,736 613

2008 to 2013

• Scattered approach

• Little coordination/planning

• Little engagement

•No real campaigns

November 2013

•Began increasing posts

•Began filtering in photos

•Added graphic headlines to most posts

•More interactive posts – “Did you know?”

“Guess the Year” “Fill in the Blank”

The Moment FEB. 12, 2014

The Planning

• Coordinated with other department pages

• Created graphics to use during the storm

• Solicited photos from the public

• Wanted to be the “go to” place for storm coverage

The Response

• Hundreds of photos submitted

• Dozens of weather updates posted

The Response

•Citizen interactions at all hours

The Response

•700 new page likes

•420,000 total reach | +1,000 percent from previous week

The Aftermath

• Thousands of new followers

• Thousands of photo submissions

• Thousands of online interactions with citizens

•Millions of post comments, likes and shares

• Plenty of campaigns

Everything is a Campaign ONE POST – ONE DAY – ONE SEASON

Everything is a Campaign – One Post

Everything is a Campaign – One Day

Everything is a Campaign – One Season

Unexpected Campaigns TRAGEDIES

Unexpected Campaigns - Tragedies

• React to local or national tragedies

• Social media is talking about it, you should too

• Don’t overdo it

• Be strategic in what you post

• Give your citizens an outlet to mourn

Unexpected Campaigns – Paris Attacks

Unexpected Campaigns – WDBJ Shooting

Campaign Branding PERFECT DURING WEATHER EVENTS

Campaign Branding - Weather

Campaign Branding - Weather

Campaign Humor IT’S OKAY FOR GOVERNMENT TO BE FUNNY!

Campaign Humor – April 1

Campaign Humor – April 1

Campaign Humor – April 1

Forever Campaigns FOR US, IT’S PHOTOS

Forever Campaigns

• Directly a result of our first campaign

• Dozens submitted daily

• Great engagement tool

• Helps with the not so fun posts

• A way to showcase your area

• Likes, shares, comments, a plenty!

Ad Campaigns A WAY TO BUILD YOUR BASE

Ad Campaigns

471 Likes 557 Likes 687 Likes 400 Likes

A Campaign Can Be a Game-Changer IT WAS FOR ROANOKE

A Campaign Can Be a Game-Changer

• Staff saw social media in new light after first campaign

• Dedicated funding began for social media advertisements

• New Guidelines for Social Media Managers

• Overhaul of Social Media Structure

• Creation of Social Media Center

We Are All Experts TRY SOMETHING, IF IT DOESN’T WORK, TRY SOMETHING ELSE

QUESTIONS?

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