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Brought To You By

Informing and Engaging Your Constituents Using

Social Media

Presented by:

Francis Skipper Executive Vice President

617-259-1605

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com www.451marketing.com/statevendor

@451heat @fskip #massbuys If you’re tweeting…

@451heat @fskip #massbuys

National Public Relations, Social Media, and Search Marketing Agency Founded in 2004

Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas

Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts

About 451 Marketing

@451heat @fskip #massbuys

About 451 Marketing

Our Promise: We will always exceed our clients’ expectations.

Our Difference: 451 Marketing is the only firm that can effectively reach your constituents at every stage of the every stage of the awareness and adoption cycle.

Our Vendor Status: Statewide contract PRF50: New Media, Marketing, Advertising, and Event Planning Services - listed as state vendor number VC0000419387.

@451heat @fskip #massbuys

@451heat @fskip #massbuys

Week of April 15, 2013

@451heat @fskip #massbuys

Connect & Protect Critical, time sensitive information in real-time

@451heat @fskip #massbuys

Share Resources Resources available to those affected

Connect & Protect

@451heat @fskip #massbuys

Share Resources

Connect & Protect Participation Outlets for participation and community

@451heat @fskip #massbuys

stimulates volunteerism

creates community enhances safety

strengthens initiatives

increases participation promotes transparency

encourages sharing

Thoughtful Social Media…

@451heat @fskip #massbuys

Thoughtful Social Media…

stimulates volunteerism

creates community enhances safety

strengthens initiatives

increases participation promotes transparency

encourages sharing

@451heat @fskip #massbuys

Social Media

@451heat @fskip #massbuys

Lack of Buy-In • No senior-level buy-in or

contribution

• No one responsible for social media campaigns

Reasons for Failure

Lack of Strategy Lack of Planning

• No defined goals

• No one responsible for social media campaigns

Lack of Content/Interaction

@451heat @fskip #massbuys

Crafting & Executing a Social Media Strategy

@451heat @fskip #massbuys

Listen Set up monitoring tools to gauge sentiment and review conversations around your organization and leaders.

Google Alerts

@451heat @fskip #massbuys

Listen Set up monitoring tools to gauge sentiment and review conversations around your organization and leaders.

Hootsuite

@451heat @fskip #massbuys

Define Your Social Media Goals

Your social media goals should reflect your goals as an organization

• What would you like to compel your

constituents to do? • Volunteer for an event • Visit your website • Pay their parking tickets • Clean up a park • Participate in community

• What important and unique information can you provide to your constituents?

@451heat @fskip #massbuys

Choose Your Platforms - Wisely

I’m eating a #doughnut

Learn more about our doughnuts, view doughnut content, and join other doughnut-lovers

Watch these educating and entertaining videos about doughnuts

Here are my opinions and thought-leadership on doughnuts

Check out these great pictures of #doughnuts!

Collect and organize these #doughnut images and resources

We have doughnut eating skills and expertise

@451heat @fskip #massbuys

Social Platforms Explained…

…Using Doughnuts

@451heat @fskip #massbuys

(I’m eating a #doughnut)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

(Learn more about our doughnuts, view doughnut content, and join other doughnut-lovers)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

(Watch these educating and entertaining videos about doughnuts)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

(These are my opinions and expertise on doughnuts)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

(Check out these great pictures of #doughnuts!)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

(Collect and organize these #doughnut images and resources)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

(We have doughnut-eating skills and expertise)

@451heat @fskip #massbuys

@451heat @fskip #massbuys

Designate Roles & Responsibilities

• Designate an overall content coordinator

• Have coordinator from each functional area

• Designate members of senior management team to oversee/contribute – adds to validity

Set clear roles, expectations, and standards

@451heat @fskip #massbuys

Create a Social Media Calendar

Use a shared calendar such as Google Calendar to share content plan internally

• Color code by content type • Clearly define ownership • Create a checklist for social media

promotion • Share as far in advance as possible to

allow time for creation

@451heat @fskip #massbuys

As You Are Creating, Ask…

Unique?

Inspirational?

Credible?

Beneficial to Share?

…Does this Inspire Sharing or Action?

Is this content...

Helpful?

@451heat @fskip #massbuys

Begin Sharing

Start by executing your planned communications on a regular schedule.

Schedule Share!

@451heat @fskip #massbuys

Links to social properties on website

Share buttons with content

Make Sharing Simple!

Engage With Other Organizations

@451heat @fskip #massbuys

Re-post and share information from other Commonwealth and local organizations that are important to your audience or have similar goals to your organization

http://www.mass.gov/portal/socialmedia.html

@451heat @fskip #massbuys

Engage and Encourage Constituents

• Answer questions

• Ask for feedback

• Reward participation

• Facilitate sharing

@451heat @fskip #massbuys

Define Response Protocol: Should My Organization Respond?

Re

vie

w

Eval

uat

e

Is Responding Worthwhile? • Will responding be timely? • What is likely viewership? • How important is the inquiry?

YES

NO

Is the post a rant, rage or rude joke?

Is the post a question or compliment to

your organization??

STOP! Do not respond and document to social media manager.

Proceed with Caution Consult social media manager and politely correct error.

Is there erroneous information in the

post? GO! Respond to the post . Thank if necessary.

NO

YES

Tone Is the post positive or balanced? YES

YES

YES

NO

NO

@451heat @fskip #massbuys

Measure and Adjust

What’s getting shared the most, by who, and when?

@451heat @fskip #massbuys

Responding to a Crisis

CRISIS !

@451heat @fskip #massbuys

Sharing information is the purpose of social media. You can serve your constituents by sharing information that they may not have seen otherwise!

Share Emergency Information from Relevant Organizations/Authorities

@451heat @fskip #massbuys

Your usual content is likely irrelevant during a crisis and may come across as insensitive during a crisis.

Suspend Pre-Scheduled Content

@451heat @fskip #massbuys

Establish a spokesperson(s) for the organization (in advance) and have them work with a professional public relations professional (or firm) to consult on the proper media.

Coordinate with Key Personnel

@451heat @fskip #massbuys

Don’t add information about a situation unless you have something relevant and factual to add and have gone through chain of command.

Make Sure You Have the Facts

@451heat @fskip #massbuys

In the days and weeks following a crisis, be sensitive in how and what you communicate to your constituents.

Be Aware and Sensitive

@451heat @fskip #massbuys

Takeaways: When planned and executed properly, social media serves as an invaluable tool for government organizations

1. Define and Execute a Strategy

2. Prepare for Crisis

CRISIS !

@451heat @fskip #massbuys

Questions?

Informing and Engaging Your Constituents Using

Social Media

Presented by: