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This presentation was given 9/10/2010 at the request of the City of San Jose Environmental Services Department for their strategic communications planning retreat. They asked that I speak about how SF Environment has used social media to reinforce our environmental brand in San Francisco, and how we link our use of social media back to our strategic plan.
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Lawrence S. GrodeskaInternet Communications Coordinator
Social Media Strategy
for the Public Agency
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Introduction SF Environment Brand
Social Media @ SF Environment Facebook Twitter YouTube
Flickr Social Media Strategy Web Analytics
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
SFE Brand Audience
1. San Francisco residents & people who work here
2. San Francisco businesses
3. Elected officials
4. Other city departments
5. The Press
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
SFE Brand Traits
Tenacious – willing to address difficult issues and find solutions that work.
Fair, trustworthy and completely credible. Inclusive and equitable. Passionate and committed, but not lacking perspective. A visionary thinker who is able to big ideas into action. Professional, with strong opinions, but still very
approachable. Intelligent, dynamic and creative. Responsive and respected. Not willing to accept the status quo. A real leader and an expert consensus builder.
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
SFE Brand Identity
SF Environment is a collection of visionary environmental professionals who are dedicated to helping all San Francisco residents and businesses take an active role in protecting and enhancing their urban environment. They do this by developing innovative, practical and wide-ranging environmental programs, fostering ground-breaking legislation, and educating the public by providing comprehensive and easily accessible information on a wide range of sustainable practices. SFE makes it easy for everyone in San Francisco to take care of their environment, and ultimately, the planet.
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Online Outreach Goals
Reinforce (or introduce) SFE brand Promote programs Help OTHERS promote programs Understand audience (listen!) Drive traffic Collect content Evaluate success (listen!)
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
How To Start
Just START! Survey of audience
Informal, research, web analytics One thing at a time Use same profile name
not too long, avoid acronyms Standardize brand: look, feel, tone
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: BIG 4
Facebook events, interaction, building
community post: pictures, video, events,
interesting news
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: BIG 4
Facebook Twitter
news/press, interaction, events post: news, resource links, events
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: BIG 4
Facebook Twitter YouTube
sharing & embedding content, SEO post: videos, TV/radio ads
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: BIG 4
Facebook Twitter YouTube Flickr
sharing content, SEO post: pictures (of people)
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: General Tips
Integrate online assets, work flow, etc.
Takes time to build audience Find allies externally AND internally Be sensitive to politics Call to action appropriate for medium
also, location: home, office, transit Be authentic & passionate; have fun
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: Strategy
General Use: Reinforce brand Extend media coverage post-event Build lists
Targeted Use: Specific call to action Campaign-based
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Social Media: Strategy
Take “mile-high” view of organization Content is King, but hard to gather Plot out your content and channels It takes a village:
identify your social media mavens assign roles check-in regularly
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Web Analytics (Google)
Where traffic is coming and going top pages search keywords referring sites
Setting up is easy and free Should be the first thing you do Interpreting data takes some time Tagging & segmenting is next step
San Jose ESDCommunications
Retreat9/9/2010
Social Media Strategy for the
Public Agency
Contact
Connect with SF Environment : SFEnvironment.org SFEnvironment.org/facebook SFEnvironment.org/twitter SFEnvironment.org/youtube
