managing social media campaigns
TRANSCRIPT
Social Media Campaigns
Timothy Martin Communications and Media Coordinator City of Roanoke, VA
@TRMRoanokeCity
About Roanoke OUR SOCIAL MEDIA LANDSCAPE
Departments on Social Media
45 Pages
The Numbers
136,011 Followers
108,897 20,820 3,945 1,736 613
2008 to 2013
• Scattered approach
• Little coordination/planning
• Little engagement
•No real campaigns
November 2013
•Began increasing posts
•Began filtering in photos
•Added graphic headlines to most posts
•More interactive posts – “Did you know?”
“Guess the Year” “Fill in the Blank”
The Moment FEB. 12, 2014
The Planning
• Coordinated with other department pages
• Created graphics to use during the storm
• Solicited photos from the public
• Wanted to be the “go to” place for storm coverage
The Response
• Hundreds of photos submitted
• Dozens of weather updates posted
The Response
•Citizen interactions at all hours
The Response
•700 new page likes
•420,000 total reach | +1,000 percent from previous week
The Aftermath
• Thousands of new followers
• Thousands of photo submissions
• Thousands of online interactions with citizens
•Millions of post comments, likes and shares
• Plenty of campaigns
Everything is a Campaign ONE POST – ONE DAY – ONE SEASON
Everything is a Campaign – One Post
Everything is a Campaign – One Day
Everything is a Campaign – One Season
Unexpected Campaigns TRAGEDIES
Unexpected Campaigns - Tragedies
• React to local or national tragedies
• Social media is talking about it, you should too
• Don’t overdo it
• Be strategic in what you post
• Give your citizens an outlet to mourn
Unexpected Campaigns – Paris Attacks
Unexpected Campaigns – WDBJ Shooting
Campaign Branding PERFECT DURING WEATHER EVENTS
Campaign Branding - Weather
Campaign Branding - Weather
Campaign Humor IT’S OKAY FOR GOVERNMENT TO BE FUNNY!
Campaign Humor – April 1
Campaign Humor – April 1
Campaign Humor – April 1
Forever Campaigns FOR US, IT’S PHOTOS
Forever Campaigns
• Directly a result of our first campaign
• Dozens submitted daily
• Great engagement tool
• Helps with the not so fun posts
• A way to showcase your area
• Likes, shares, comments, a plenty!
Ad Campaigns A WAY TO BUILD YOUR BASE
Ad Campaigns
471 Likes 557 Likes 687 Likes 400 Likes
A Campaign Can Be a Game-Changer IT WAS FOR ROANOKE
A Campaign Can Be a Game-Changer
• Staff saw social media in new light after first campaign
• Dedicated funding began for social media advertisements
• New Guidelines for Social Media Managers
• Overhaul of Social Media Structure
• Creation of Social Media Center
We Are All Experts TRY SOMETHING, IF IT DOESN’T WORK, TRY SOMETHING ELSE
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