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Why and how NCC Communications and Marketing should be using Social Media
Social Media Champions:
• Katie Freeman
• Jo Jagiello
• Dani Jenkins
• Paul Burns
Why should we use social media
• Facebook is one of the most popular social networking sites
• A social utility that connects people with family, friends and allows them to network with people who work, study and live around them.
Using Facebook as a marketing tool
• Creating a Facebook page will allow you to tap into an online network to help you encourage interest, participation and knowledge about your project.
• Most importantly it’s FREE and easy to use.
• Facebook has many features and applications that allow you to engage with your audience.
• Facebook opens a whole new channel for citizen engagement, branding, communication and viral word-of-mouth marketing.
Facebook pages can help you:
• Raise awareness of a project or campaign
• Inform our citizens about news, events and campaigns
• Attract visitors
• Promote events & campaigns
• Encourage feedback and online collaboration
• Enable you to ask questions and tap into collective intelligence
• Provide an interactive experience that engages
Using Facebook as a marketing tool….
• 1st June 2010: 27.1 Million Monthly active users 44.2% of UK population
• 2.2 million more than 1st May 2010 = 8.9% growth
Some interesting social media stats….
• In Dec2009 Facebook was the top site accessed by mobile internet users
• Page views 2.6bn of 6.7bn total
• 2.2bn minutes of 4.8bn minute total
• 5 Million Facebook Mobile Unique Users Context: All Google sites 2nd 396million minutesInteresting Fact: By the same measures Flirtomatic was the 9th most accessed site
Facebook on your mobile…
Where are we now?
• We do have some successful examples
• We recognise the value and importance of using social media
• Inconsistent use across the team
• Un- coordinated approach
• Not taking full advantage of the benefits
• Easily avoidable errors or mistakes
• Orphan pages with no access
Where do we want to be? (our aims)
• Instil a culture where social media is viewed (where appropriate) as an integral part of our marketing strategies and campaigns
• Develop a consistent, high quality and seamless approach to social media marketing techniques and tools
• We want citizens to use it naturally as a first choice to engage with us
• Establish the My Nottingham master page as a main comms channel and make it the face of our social media presence as a council
• Reduce spend on expensive and non targeted print materials
• Demonstrate the effectiveness of our social media activity and ROI
Do’s and Don’ts
• It’s time to start thinking about how you will use social media in your current or next campaigns
Do’s
• Come and talk to us to get advice
• Make at least one of us admin on your page
• Make time for your social media activity
• Set yourself aims and objectives
• Plan your time effectively
• Measure ROI
• Think long term
• Create a seamless link between all your online and offline activity
More do’s…
• Post consistent, regular and relevant content
• Moderate your page daily
• Get a friendly URL
• Run competitions
• Be personable without being over familiar
• use the find us of Facebook/Twitter logo on promotional materials
• “ Fish where the fish are”
• Use multi media content: photos, videos, links
• Think ‘conversation’
• Engage, don’t push
Don’ts
• Think you are on your own! We are here to help
• Use any other social media channel other than Facebook, Twitter and YouTube
• Set up a page for one off events
• Expect immediate results
• Over saturate
• Ignore posts/interactions
• Become “friends” with members of the public
• Mention individuals/colleagues in a public forum
• Delete or edit comments or responses of your fans unless absolutely necessary
Next Steps…
• Continue to develop the My Nottingham master page:
• Gain a realistic number of “likes”
• Ensure staff and service areas are aware and using it correctly
• Develop guidelines to help marketing colleagues (and eventually the wider council) deliver high quality and consistent activity
• Produce a social media request form to help colleagues identify suitable campaigns
• Continue to “Stay on top of” the developments and changes of social media and technologies
• Carry out evaluation to determine how successfully social media had been embraced by the team