real time social media campaigns can make routine tasks sexy

Dan Slee, Walsall Council Epic Social Media, Glasgow, September 2011

Real time social media campaigns can make routine tasks sexy

#whatwedo

Sometimes local government seems dull...

Aim: ‘It’s not just bins...’

Just bins...?

700 services

How did we used to tell people?

+

The landscape has changed

You need to map your landscape

The Walsall media landscape 2005

The Walsall media landscape 2005

21 journalists or photographers

The Walsall media landscape 2011

The Walsall media landscape 2011

The Walsall media landscape 2011

21 journalists or photographers9

The Walsall media landscape 2011

23,000

20,000?

7,000

222,000

“People might not go to their council website to read news but they’re happy to sign up for Facebook and Twitter feeds that bring the news to them.”

- Adrian Short, web developer

What does a real time campaign look like?

Case study: Twitter Gritter

Why?

Do, and tell...

Case study: GMP 24Four Twitter accounts, one authority.

Case study: Walsall 2414 Twitter accounts, one authority

We told them about the things we do

everyday

Things we’re too busy to shout about...

Would anyone listen?

We reached an audience of 116,000 on Twitter

Source: Tweetreach

Rolling blogs...

We started at 6am...

Conclusion:Routine is interesting

Conclusion:Routine is interesting

(But people always think their job is dull.)

Case study: Water Aid 246 Twitter accounts, global

Routine is interesting

xxxxxxxxxxxwateraidpicxxxxxxxxxxxx

It doesn’t have to be big...

Case study: Mole Valley 15One Twitter account

Case study: Mole Valley 15One Twitter account

Mole Valley District Council

Shropshire County CouncilSouth Birmingham Police

Walsall Council with Walsall Police and partners

Scottish Local Government

RSPCA

Case study: #whatwedo28 Scottish councils

Case study: #whatwedo28 Scottish councils

Case study: social media in a riot

Case study: riots

Case study: riots

Case study: riots

Walsall 24 How to:

1. Get some buy-in.

Walsall 24 How to:

2. Get a Twitter account.

1. Get some buy-in.

Walsall 24 How to:

2. Get a Twitter account.

3. Get some information.

1. Get some buy-in.

Walsall 24 How to:

2. Get a Twitter account.

3. Get some information.

4. Get going...

1. Get some buy-in.

Forward planning...

Be off-line...

Internal comms...

Live blog it...

Afterwards, do a highlights package...

How do you measure success...?

• Increase in followers

• Potential audience via tweetreach.com

• A call to action

• Media coverage

What’s next?

Man by wall Garry Knight http://www.flickr.com/photos/garryknight/5542172347/sizes/l/in/faves-Council meetingdanieldslee/http://www.flickr.com/photos/usnationalarchives/3815840040/sizes/l/in/faves-danieldslee/Libraryhttp://www.flickr.com/photos/crazysphinx/4933477918/sizes/l/in/photostream/School bushttp://www.flickr.com/photos/pagedooley/2474926476/sizes/l/in/photostream/Mother and childhttp://www.flickr.com/photos/timailius/2074420635/sizes/l/in/photostream/

Creative Commons credits

Thank you.

Dan SleeEmail: sleed@walsall.gov.ukTwitter: @dansleeBlog: www.danslee.wordpress.com