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Desiree Peterkin Bell 1 The New Paradigm: Government and Social Media

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Page 1: Desiree Peterkin Bell

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The New Paradigm: Government and Social Media

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A Fundamental Shift in How We Communicate and Convey Information• Social Media is…

Any tool or service that uses the internet to facilitate conversations.

Ability to identify and engage influential people online.

The great democratization of content and influence.

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4E

• Engage to Connect Communities, Resources and Information

• Empower and create opportunities on any scale

• Evaluate the impact and reach • Evolve the use of social media

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Metrics can create a bridge between online and offline to document not only the increase of visibility and prominence in social media, but also in the extension and amplification of your audience for all media-related and real-world activity.

Additional Benchmarks (real-time metrics to monitor)Facebook comments, Wall posts and “likes” per update (status, photos, video, events)Facebook RSVPs per eventFacebook “fans”Click-throughs on bit.ly links used for promotion of videoBlog postsTweets to and from your online identity each month and also retweets

oCompared month over monthoCompared to other influencers online

Twitter followersoCompared to others influencers

EngagementoThe number of responses and interactions that occur with direct updates/participation

Increase in fan base (Nielsen/Facebook)Visitors/viewers of content, blogs, etc.Viewers to videos promoted in social mediaOffline media coverage generated as a result of activity on the Social Web (i.e., MSNBC, CNN)

Measurement

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Influence is defined by the ability to inspire measurable action.

Traditionally, influence was solely held by the media elite. Today, Social Media has empowered a new class of influencers by providing them with platforms to extend their thoughts and observations, promote them within powerful online social channels, and interact with others in real-time to further establish and create dedicated online communities.

Consumer influence is not necessarily a new discovery, but the Social Web has multiplied the voices of new influence, AND, made it possible for us to find and possibly connect with them.

By using keywords (names, topics, events, etc.) we can identify and sort authorities in social media who host and engage in vibrant and extensive communities…we can join the conversation and empower them to become part of your social media community.

• Blogs• Facebook Groups/Fan Pages• Forums and Discussion Groups• Twitter• YouTube

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INFLUENCE

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POLITICAL BRANDS AND SOCIAL MEDIA STRATEGIES (CASE STUDIES)

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SOCIAL MEDIA WORKFLOW

*Social Object

*Social Object is defined as program, event, news, “update” from your brand on anything that sparks dialogue

Wall Post on Fan Page

CreateEvent

Tweet from @Michael_Nutter@PhiladelphiaGov

Triggers “likes” and comments

@Michael_Nutter or @PhiladelphiaGovresponds

Every interaction sends an update across individual social graphs and increases the visibility of the original update among those who are not already fans – the more engagement they realize, the quicker the community will swell

Encourages comments + RSVPs

Event Page

Retweets and comments

@PhiladelphiaGov @Michael_Nutter

Influencer Relations

Pitch influencers on Twitter, Facebook, Blogs as @Michael_Nutter (@PhiladephiaGov)

Celebrity Programming

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@Michael_Nutter#Philly Rising @PhiladelphiaGov

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Use a recognized, official and trademarked brand as your profile

Verify account

Tweet More

Follow more people/community on Twitter related to interests

Create Twitter lists (categorize following by themes)

Introduce #hashtags (i.e #Whyilovephilly; #PhillyRising; #AllEyesOnNewark, #Peace)

Tweet links to direct traffic back to site

Invite your followers to join your Facebook and YouTube Pages

Retweet more content, from people you follow

Send @ replies to a few followers and answer some questions (good and bad) on your Twitter feed

Refresh your background and profile photo often (discuss Philadelphia “artist in residence” on Twitter idea)

Promote Twitter feed on dot.com/gov through interactive widgets

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Activation of multi-platform approach: TWITTER

STRATEGY FOR AUDIENCE ACQUISITION

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Integrate Facebook into other platforms (Youtube, Tumblr, Flickr)

Post more content on wall and video tab

Introduce: Dialogue, Questions, Polls, Videos, Photos

Post at least 3 times a day to Facebook

Post links to other site links on the Web

Engage fans through questions and answers

Update Events with promotions

Share and request photos and videos

Continually change the Fan Page photo

Post exclusive content on Facebook only

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Activation of multi-platform approach: FACEBOOK

STRATEGY FOR AUDIENCE ACQUISITION

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Advance a video syndication strategy – on other video posting sites, as well as media distributors (i.e., Cnn.com, AOL, Huffington Post)

Optimize content with keywords and tags

Encourage viewers to subscribe to the channel

Update all content with descriptions

Monitor comments to keep them clean

Post video links to dot.com, Facebook, and Twitter

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Activation of multi-platform approach: YOUTUBESTRATEGY FOR AUDIENCE ACQUISITION

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BE BOLD

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Social Networking Pioneers Link with Newark

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Results:Results:More than 100,000 youtube hitsMore than 100,000 youtube hitsCity Of Newark mentioned on ‘Late City Of Newark mentioned on ‘Late Night’ for 5 daysNight’ for 5 days$100,000 for Newark Non-Profits$100,000 for Newark Non-ProfitsBrand Recognition and Elevation: Brand Recognition and Elevation: PricelessPriceless

PEOPLE FOLLOW AND SHARE PEOPLE FOLLOW AND SHARE CONTENTCONTENTTHAT THEY CARE ABOUTTHAT THEY CARE ABOUT

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Gavin Newsom doubles down on baseball bet. Next up: Philadelphia

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THE EVENTTUESDAY, SEPTEMBER 27, 2011NBC10 STUDIOS7P-8P

Join us for a 1-hour live show with

Mayor Nutter Live studio audienceLive streamedLive tweetingModerated by NBC10 Talent

Philadelphians had the rare opportunity to ask questions directly to their Mayor about issues that concerned them and their communities.

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Mayor Nutter “Rocks” the Mike

RESULT: REPORTED WIDELY “Sarah Palin said, "I know the lyrics to Rapper's Delight.“

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Since the social web is powered by conversations and personalities, our efforts should be rooted in relationship building through active participation, cultivation, and nurturing. We should work to recognize the stature and influence of those influencers we’re hoping to connect with as well as fuel the sharing of Philadelphia’s news, activities, and events across their social graph.

We can efficiently identify online influencers using a series of search tools readily at our disposal, however engaging with them in a meaningful way is an art and science unto itself. We can’t simply “pitch” them or ask them to retweet, post, or comment on our activities. In Social Media, we must lead by example.

The social web is also powered by the practice of “paying it forward.” Part of our success will require the active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter, to show that we ARE listening.

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A NEW : ENGAGEMENT

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In A Nutshell: Social Media

With a defined deliberate strategy, social media can augment any communications plan in government.

Various outlets such as Twitter, Facebook and Youtube can enhance your message, build your brand and create a continuous stream of communication between you and your stakeholders.

You control your message.

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Desiree Peterkin BellCity of Phildelphia

267-438-7126@DPBell