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3CMA Social Media Panel3CMA Social Media PanelChandler City HallChandler City Hall

June 2, 2011June 2, 2011

Why it works!Why it works!What works best?What works best?

Why you should care!Why you should care!

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Panelists:

City of Chandler Councilman Jeff Weninger

www.twitter.com/JeffWeninger

Ashley Oakes

Zion & Zion Social Media Manager

www.twitter.com/AshleyOakes

Liam O’Mahony, MBA, APR

Chandler Recreation Information Specialist

www.twitter.com/ChandlerRec

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I. Why It Works!I. Why It Works!The power and appeal of real-time information, rapid referrals and cross-promotion can positively impact your services, programs and events.

Share short, quick, “it’s happening now” news Initiate conversation: Question posts receive 15% higher

engagement Twitter fact: 13% of people who use the Internet have a

Twitter account. Six months ago, it was just 8%.

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I. Why It Works! (Cont.)I. Why It Works! (Cont.)Deliver Your Key MessagesFirst, understand who your true target audience is and your objective of your presence on social mediaUse an editorial voice instead of just streaming an RSS/news feed on your page, which doesn’t create effective, genuine interaction. Studies have shown that Thursday is the best day to post, but space frequency at other times when customers are at home and work. Post news topics during week and photos/lighter topics on weekends. Pages with less than 100,000 consumers should post 3-4 times a week on Facebook, 1-5 times a day on Twitter and one blog post a day.

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Make Social Visual Make Social Visual Tell visual and compelling stories, create community connections and interest!Motivate people and give them a reason to share your content.People like everyday topics such as “Today is a great day to go to Tumbleweed Park! What is your favorite activity?” or “Do you remember going to your favorite city pool when you were younger?

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Power of Video Storytelling Power of Video Storytelling Leverage your video for

promotingfacilities, educational programs

andspecial events through multiplechannels.

Video Tour Example:http://www.youtube.com/user/ChandlerRecreation#p/c/9FFA3B174E073F41/0/cO_lxMx5as0

Use photos to capture your words (Flickr galleries, Twitpics, Facebook photo albums).

Highest photo viewing day? Sunday. Make sure you disseminate your video to multiple outlets (YouTube,

Facebook, enewsletters, web site, etc.) When given the choice, most people will watch the video that is

under two minutes compared to the 15-minute video. What are your sound bites that you want to relay to your consumer

who is always on the go? Consider PSAs (2-3 minutes) for water safety, fitness demonstrations

for video channels (samples: http://www.youtube.com/user/ChandlerRecreation

Testimonial videos where appropriate can be powerful.

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YouTube Channel & YouTube Channel & Playlists Playlists

• Keep your logo/brand uniform on all platforms.

• Create separate YouTube Channel Playlists by event, facility, program, age categories.

• Re-arrange featured video & playlist according to calendar.

• Use key word search terms in brief video descriptions.

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Twitpic – Posting Event Twitpic – Posting Event PhotosPhotos Showcase photos from events to encourage

future attendance and participation. Event flyers (JPGs) in advance, leader photo-ops Twitpic provides number of times viewed

(25 viewed Hershey track meet image below). Thank staff, volunteers, partners and sponsors. Recognize awards and other achievements.

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Information to Connect Information to Connect CommunityCommunity

Provide community and organization facts, saving tips, historical context.

• Develop a social media editorial calendar – “Tuesday Tip”, “Fan Feedback Friday” of “Friday Fun Fact”, (Screen Shot below) “Ask the Expert Wednesday”

• Have a topic that requires more explanation that you want your following to understand? Hold a webinar.

• Use historical notes, trivia, anniversaries and milestones to highlight programs.

Maintain your messages, programs and brand

Once you reach your customer, make sure you show that you appreciate them.

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Issues & Customer Issues & Customer Service Service

Social media as a customer service response mechanism: monitor and respond to customer issues, negative sentiments or detractors.

Take offline as quickly as possible to resolve Example: Hertz didn’t have a car for a lady after her

flight, she tweeted about, Avis was monitoring and saw and tweeted back that they had a car ready for her if she would like.

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Issues & Customer Service Issues & Customer Service Cont.Cont.

Crisis communications for breaking news, cancellations or emergency updatesHave a plan in place to disseminate information. Example: Chandler Fashion Center stand-off situation, alerts about road closures after a major accident.

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II. What Works Best?II. What Works Best?Create concise content and compelling themes on all of your social media sites; then manage these sites consistently with casual tones, conversational feedback and regular updates.Create official information sourcesSometimes a brand can only have so many updates. Take FedEx as a content hub example (http://www.facebook.com/iamfedex) Live Tweet and create hashtags (#Council #State of City) for certain meetings (State of the City address, City Council and neighborhood meetings) so that people can chime in if they cannot attend. Have lots of different products, services or activities?

◦ Unifying your brand usually works best. Think of a common thread that ties all of the different aspects together.

◦ Examples: Playtex Baby: many different products under one page

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II. What Works Best? Cont. II. What Works Best? Cont. Designate a couple employees to be the “content

managers”; now also being called community managers: conversation, content and customer service.

Measure what you can and set the priorities of your desired channels.

Respond to all customer feedback in some fashion if feasible.

Find your biggest fans – media or residents and interact

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Content ManagementContent Management Be Authentic. Ask for content ideas & involve employees. You will have

a better support system this way. Give people ownership: example - Dilly’s Deli asked

customers to name their new sandwiches. This also will help support a unified brand if everyone

understands the goal of your social media pages –What’s in it for me?

A good example of a city page appealing and sharing the wealth for other local businesses: http://www.facebook.com/TempeTourism

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Events on a BudgetEvents on a BudgetCreate incentives for people to share your informationDo you have extra tickets or giveaways for an event? Make it a campaign to receive new followers/fans by holding a contest.

◦ Even if you don’t have a prize budget, come up with creative ideas such as giving away a “private tour of City Hall with the Mayor”.

If you weren’t hosting it, what would make you want to come to the event?

Spreading the word•Facebook Invites, Tweetvite•Community Bloggers – strong twitter presence•Online event calendars

At Your EventInformation table for attendees/customers - Demonstrate social media sites & obtain enewsletter sign-ups whenever possible.

Create visuals and live tweet (don’t forget your hash tag) to start a buzz15

III. Why You Should III. Why You Should CareCare

Because your brand is already out there and you need to “deputize the ambassadorship” of your organization.Your existing and loyal customers already care about your informationYour new or prospective customers are curious to learn more.Detractors may be interested in staying apprised about your organization.Position your social sites and content managers as the official source and ambassador of your organization’s information and drive customers to these sources for the most current, and accurate information.Always promptly clarify or correct any misinformation or content from unofficial sources that others may confuse with your organization.

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IV. Tools to Help You IV. Tools to Help You SucceedSucceed

Nutshellmail.com (part of Constant Contact) Email Marketing

o Gather more subscribers

-Do you promote your email marketing via social media?

-Give incentive or “subscriber only” info to get them hooked

-Are you adding business card contacts to your email database?

-Good open rate? 30%. Check who never opens and remove from list so that you have a better targeted

database. Give them a reason to click through, what’s the catch?

-Talkfusion: engage your email readers Foursquare

- Have you claimed your government buildings/city parks/rec centers?

- Can you give something to the Mayors? 17

More Social Media ToolsMore Social Media Tools Edgerank - Your posts show up in the Facebook feed

via your relevance, not in chronological order o Any action taken on an object (update/video)

effects your edgerank o Edgerank looks for timeliness. Puts updates higher

on the feed if have words such as “today”, the date, etc. o What helps your Edgerank? – games/trivia,

responding to fans interaction, Facebook polls, photos, video, relating to current events, posting outside of business hours (20% higher engagement rates), full length URL links.

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More Social Media ToolsMore Social Media Tools Use Bit.ly for posting links

◦ On Twitter: Track your click throughs to see which topics have a higher engagement rate.

◦ Studies have shown that people on Facebook prefer full length URL’s creating higher click-through rates.

Make sure you are guiding people to your social media via your web site, email campaigns, print ads and office and facility signage.◦ Add the like and send button

icons to your web site◦ Use Facebook iFrame to

generate a seamless experience between your Facebook and web site.

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More Social Media More Social Media ToolsTools

•Hootsuite – Schedule Tweets for off-hours to alleviate staff time on nights and weekends.

• Paid monitoring tools: Meltwater Buzz, Radian 6

• Free analytics: Twitalyzer, Klout, Social Mention

• Lists:

-Listorious

-Formulistis

-Twellow• Tumblr – Blogging application• Google Business Listings – Claim your places page,

measure web traffic and sources of visits and actions taken.

• Google Alerts – Monitor news coverage, blogs, mentions of your organization and programs, set frequency for once a day or once a week, 20

Closing ThoughtsClosing Thoughts

Think of the 3 Cs: I. Content - develop and share II. Community – Listen and

respondIII. Creativity – Maintain brand

& visual storytelling; distribute compelling information in unique ways with human interest.

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The New “SWOT” The New “SWOT” Approach!Approach!

“S” for Sharing information, transparency

“W” for Welcoming ideas & suggestions

“O” for Organizing content and channels

“T” for Targeting audiences by channel

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LinksLinkshttp://www.facebook.com/ChandlerRecreationhttp://twitter.com/ChandlerRechttp://www.youtube.com/ChandlerRecreationhttp://www.flickr.com/photos/chandlerrecreation

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