case: how to create a winning content strategy by connie maria westergaard, danish national police
TRANSCRIPT
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How to create a winning content strategy
The Danish police on social media
DANISH NATIONAL POLICE
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Our organisation
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Minstry of JusticeMinister of Justice
Director of Public Prosecutions
Danish National PoliceNational Commissioner
State Prosecutor for SpecialEconomic and International Crime
2 Regional State Prosecutors
12 Danish police districts, the police in the Faroe Islands and Greenland
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Our communications strategy
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Our communications strategy
We give the public peace of mindOur communication supports the safety, security and peace of mind of the Danish population, day to day and in crises.
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Our communications strategy
We give the public peace of mindOur communication supports the safety, security and peace of mind of the Danish population, day to day and in crises.
We are accessibleOur communication contributes to the general perception of the police being accessible and available to the public.Partly through transparency, visibility and comprehension and partly through digital self-service, social media and pressrelations.
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Our communications strategy
We give the public peace of mindOur communication supports the safety, security and peace of mind of the Danish population, day to day and in crises.
We are accessibleOur communication contributes to the general perception of the police being accessible and available to the public.Partly through transparency, visibility and comprehension and partly through digital self-service, social media and pressrelations.
We focus on policingAbove all our communication supports the police work and its strategic direction. We emphasise professionalism, ananalysis-based approach and clear leadership.
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Our communications strategy
We give the public peace of mindOur communication supports the safety, security and peace of mind of the Danish population, day to day and in crises.
We are accessibleOur communication contributes to the general perception of the police being accessible and available to the public.Partly through transparency, visibility and comprehension and partly through digital self-service, social media and pressrelations.
We focus on policingAbove all our communication supports the police work and its strategic direction. We emphasise professionalism, ananalysis-based approach and clear leadership.
We are one policeWe support the development of common standards, increased cooperation and internal cohesion. Thus ourcommunication has a high and consistent quality and supports the public’s perception of one coherent police force.
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2011 The Danish National Police conducted a preliminary analysis of the possible use of social media.
2012 The police launched two pilot projects: A nationwide Facebook page called Politi and a Twitter account forCopenhagen Police. Later the same year, a Facebook page for North Zealand Police was also launched.
2013 A user survey and final evaluation of the pilot projects concluded that the police should continue on socialmedia and expand its presence.
Today More police districts; Bornholm Police, Faroe Islands Police and South Zealand and Lolland-Falster Police,are on Facebook, and all police districts are active on Twitter.
345,000 likes on Facebook 640,000 followers on TwitterNumbers are not unique Numbers are not unique
How we began
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Benefits of social media
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It allows us to communicate about police work in an informal tone of voice and setting through an unfiltered channel.
Benefits of social media
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It allows us to communicate about police work in an informal tone of voice and setting through an unfiltered channel.
It brings us closer to the individual citizen and contributes to his/her perception of an accessible, available, and service-minded police.
Benefits of social media
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It allows us to communicate about police work in an informal tone of voice and setting through an unfiltered channel.
It brings us closer to the individual citizen and contributes to his/her perception of an accessible, available, and service-minded police.
It supports our reputation and contributes to the population’s knowledge of, confidence and trust in the Danish police.
Benefits of social media
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It allows us to communicate about police work in an informal tone of voice and setting through an unfiltered channel.
It brings us closer to the individual citizen and contributes to his/her perception of an accessible, available, and service-minded police.
It supports our reputation and contributes to the population’s knowledge of, confidence and trust in the Danish police.
It supports the police work – such as crime prevention, emergency announcements, warnings, information, and appealsto help solve cases and find missing people and/or suspected criminals.
Benefits of social media
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It allows us to communicate about police work in an informal tone of voice and setting through an unfiltered channel.
It brings us closer to the individual citizen and contributes to his/her perception of an accessible, available, and service-minded police.
It supports our reputation and contributes to the population’s knowledge of, confidence and trust in the Danish police.
It supports the police work – such as crime prevention, emergency announcements, warnings, information, and appealsto help solve cases and find missing people and/or suspected criminals.
Thus it is also a strategic goal for our communication on social media that we constantly increase the number of likesand followers so we can reach as many people as possible.
Benefits of social media
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Content strategy for policing on social media
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Content strategy for policing on social media
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Informative
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Content strategy for policing on social media
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Informative
Preventive
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Content strategy for policing on social media
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Informative
Preventive
Operational
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Content strategy for policing on social media
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Informative
Preventive
Operational
Branding
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Informative
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Preventive
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Operational
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Branding
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Crises
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Our followers like…
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We’re seriously funnyWe’re authoritative and human
The art of balance
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Controversial
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The facts: A slightly drunk person had stolen anexpensive sculpture of a woman an earlySaturday morning in Copenhagen by climbingup a stone pillar and knocking the sculpturedown. A surveilance video had caught thescene on tape.
The Facebook story: Following a wet night outon the town, a young romantic Romeo tried tocharm his Juliet down from her balcony.Unempressed by his effort, she refused, but hedid not take no for an answer. He climbed up,swept her off her feet and carried her home.After sobering up, he realised she was cold asstone…
Result: We reached tripple as many people aswe have in our fan base.
How an ordinary appeal forhelp went viral
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