#social @ #lesta | ian gallagher

#Social @ #Lesta

leicester.gov.uk/socialmedia

#Lesta: well, who are ya?

Kasabian

Attenborough brothers

Sue Townsend

Gary Lineker

John Merrick

Gok Wan

Joe Orton

Englebert

Humpberdinck

Showaddywaddy

And more…

Here’s us…

Twitter.com/leicester_news

Set up: July 2009

Followers: 11.9K and growing

Pros: great for real time

communications, breaking news and

quick information sharing

Cons: limited space, user numbers

are stagnating and there’s too much

noise

This too…

Facebook.com/

leicestercitycouncil

Set up: July 2011

Likes: 2.6K and growing

Pros: still biggest social

platform, wide functionality

Cons: clunky and it’s

Facebook

We need our social to…

1. Promote Leicester and our role in

the city.

2. Support local democracy.

3. Make our council business easier

to understand.

4. Encourage more people to use

our website and online services.

5. Support efforts to increase our

revenues.

Show and tell time…

Good:

now integral part of our

mar/comms mix

core corporate profiles

and key services well

managed

business critical real time

communications channel

awareness/engagement

levels keep increasing

offers real time insight

recognition by key staff.

Bad:

wider council efforts (x65

plus!) still not joined up

“I-want-one-too-i-tis”

condition widespread

no real strategic direction

and objectives

quality varies greatly

across profiles

staff still don’t get social –

even those using it.

Stuff we’re doing…

In headline terms:

setting a strategic direction

implementing a tactical action

plan

doing more of what works

review what we’re doing –

pinpoint good/bad and why

benchmarking our social

efforts

refine our assets/tactics to

support core business and

corporate priorities.

Such as…

Focusing on:

Q+A sessions with Executive Team,

councillors and key officers

attending high value events for real-

time coverage

embedding digital/social as lead

channel for corporate campaign activity

promoting our corporate social

profiles harder

audit/review process to monitor

outputs of service areas

guidelines/health checks/workshops.

Get your back covered…

Find your rock ‘n roll star…

And work them. Nicely, of course…

Get those pix in there…

Make these fancy too…

Give them vids: like blowing things

up…

Sit back and enjoy the stats…

Sit back and enjoy the stats…

Get it out there…

Remember:

• Sign post everywhere

• Hash tags

• Great content promotes itself

• Sharing content works too

• Re-use evergreen content

• Listen to conversations

• Don’t be shy - jump in on trends

• Cross promote all your profiles.

Make every eyeball count…

Keep those bean counters happy...

We keep asking ourselves:

• Can we JUSTIFY using social media?

• Can we ADD value?

• Do we KNOW our objectives and goals?

• Can we EVALUATE our impact online and

offline?

• Can we SHOW return on investment (ROI)?

We LOVE Twitter Analytics…

Facebook insights aren’t bad, too...

Listen to those real-time

conversations...

People LOVE talking about us…

But sometimes you just can’t win…

And people DO share what we

post…

Go on – say hello…

Digital Media Team

digitalmedia@leicester.gov.uk

Dave Doherty, Digital Media Manager

david.doherty@leicester.gov.uk

Ian Gallagher, Digital Media Officer

Ian.gallagher@leicester.gov.uk