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Informing and Engaging Your Audience with Social Media
Rob Ferrari, Director, Communication Strategies & Design Michigan Municipal League
Better Communities. Better Michigan.
Hi, I’m Rob! – 20+ years experience in IT – IT Director at the League for 7 years – Focusing on Digital Strategy and Communications – Increase social networking footprint and brand awareness
Better Communities. Better Michigan.
Defining Social Media – It’s a Conversation; Who’s Talking – Not Technology – Producers + Consumers = “Prosumers” – Connections
Better Communities. Better Michigan.
Social Media is Powered By: – Social Networks – Blogs – Websites – Videos – Photos
Better Communities. Better Michigan.
Web Presence – Where it ALL starts – Your website is your brand 24/7 – Blog – Social Media is an extension of your brand
The power to define and control a brand is shifting from corporations and institutions
to individuals and communities.
Better Communities. Better Michigan.
Blogs – Serves to establish your community as
transparent, relevant, active and an expert. – Can be your web presence
• WordPress • Blogger
Better Communities. Better Michigan.
Placemaking Blog
Better Communities. Better Michigan.
What is a Social User? – Key Demographics
• Facebook – 1.15 billion users • Google+ - 343 million users • Instagram – 150 million users • LinkedIn – 238 million users • Pinterest – 70 million users • Tumblr. – 216 million users • Twitter – 500 million users • YouTube – 1 billion users
– 72% of online adults are social networking users
Better Communities. Better Michigan.
Know Your Audience – Demographics important – Different channels
Better Communities. Better Michigan.
Social Networks – Social congestion? – Low cost / High time – How to pick the one for you?
Better Communities. Better Michigan.
Keys to Success – Clearly identify your community’s objectives – Opportunity to achieve goals – Experiment
Better Communities. Better Michigan.
Determine a Strategy – Discovery – people, search engines – Opportunities – Execution – applications, process – Maintenance – listen and adapt
Better Communities. Better Michigan.
Listen to the Conversation – Identify influencers – Read blogs – Google Alerts
• What is being said about YOUR community?
Better Communities. Better Michigan.
Share & Create Partnerships – Share information to get value – Is your content shareable?
Better Communities. Better Michigan.
Assess Your Resources – Social Media budget? – Staff time and fees – Launch & Maintain
Better Communities. Better Michigan.
• City Government Use – 2 most popular by cities – Twitter slightly more
popular by government offices
Better Communities. Better Michigan.
Facebook – Largest Social Network – Tools to engage audience
• Brand Pages • Applications • Advertising • Metrics
Better Communities. Better Michigan.
The League – https://www.facebook.com/MMLeague
Better Communities. Better Michigan.
Twitter – Fast-paced sharing – 140 characters or less – Hashtags #important
Better Communities. Better Michigan.
The League - @MMLeague
Better Communities. Better Michigan.
Paper.li – Automatically find & publish social media – The One Clear Voice Daily
Better Communities. Better Michigan.
LinkedIn – Professional Social Network
• Individuals • Profiles & resumes • Connect with colleagues • Share recommendations
Better Communities. Better Michigan.
Photo Sharing – “A picture says a 1000 words” – Provides inside look at your community – Link prominently from your website
Better Communities. Better Michigan.
Vimeo / YouTube – Upload videos and embed – Great repository
• Video blogs • Announcements • How-to’s
Better Communities. Better Michigan.
• ROI of Social Media – Return on Influence vs. Investment – Is it measurable?
• Difficult part of social media plan • Visits/views • Comments/Conversations • Brand Affinity
“What’s the ROI for putting on your pants every morning? But it’s still Important to your business.” -- Scott Monty, Digital Communications Manager at Ford
Better Communities. Better Michigan.
3 Take Away Messages 1. Word of mouth, peer-to-peer discussion are
more influential than the mass media. 2. Participate by enabling and feeding the
conversation. 3. Be transparent & honest.
Better Communities. Better Michigan.
Thank you!
Questions?