social media for governments - hintonburdick
TRANSCRIPT
Marketing Strategy
DefinitionMarketing Strategy – (noun) A marketing strategy refers to a business's overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
https://www.investopedia.com/terms/m/marketing-strategy.asp
DefinitionMarketing Strategy (for a local government)
Prospective Consumer – Someone looking for information and possible usage of the government’s services
Customer – Someone who uses the services provided by the government
Government Services
◦ Utilities
◦ Public Safety
◦ Public Recreation
◦ Information
Marketing Strategy1. What is your reason why statement?o Ask the why…
• Why are you doing this
• Why would people want to see you on social media
• Why does this matter
• What does successful use of social media look like and why are you wanting that?
https://calyxncorolla.com/2016/08/the-social-media-mission-statement/
o Measurable success (SMART GOALS)
o Begin with the end in mind
Marketing Strategy2. SWOT Analysis: Government-Owned Organization
Strengths
1. Owns land at key locations2. Skilled human resources3. Hosting community events
Weaknesses
1. High cost of operations2. Little to no communication from
customers (no engagement)3. Bureaucratic system of management4. Inadequate autonomy
Opportunities
1. Rising demand to stay informed2. Rising demand to stay connected3. Increasing population density4. Government patronage
Threats
1. Unfavorable fiscal regime2. Competition from other modes3. Poor enforcement of policies and
procedures
Marketing Strategy3. Establish your target audienceo Demographics
• Age
• Gender
• Income
o Behavioral
• Benefits
• Patterns
• Usage rates
o Geographics
• Local
• Regional
• National
o Psychographics
• Goals
• Personality
• Values
Marketing Strategy4. Analyze your tacticso Ideas
• Setup a newsletter
• Social media promotions
• Add a call-to-action to your website
◦ Implementing tactics
• Pay attention
• Make the process easy
• Say thank you – This goes a long way
• Make information readily available
Contact information
Dates/Events
Marketing Strategy5. Budgeto Time
o Money
Social Media Examples
Social Media ExamplesResources
Facebookhttps://www.govloop.com/wp-content/uploads/2015/05/The-Governments-Guide-to-Using-Facebook.pdf
https://www.facebook.com/gpa
https://www.commsgodigital.com.au/2015/02/24-tips-for-managing-government-facebook-pages/
Twitterhttp://www.businessofgovernment.org/sites/default/files/A%20Managers%20Guide%20for%20Using%20Twitter%20in%20Government.pdf
Generalhttps://www.civicplus.com/blog/ce/seven-ways-local-government-can-use-social-media
o Crime prevention and police assistance
o Emergency alerts and severe weather updates
o Activities and class registration
o Town halls and council meetings
o Public service announcements
o Construction updates and road closings
o Job applications
https://www.governing.com/columns/smart-mgmt/gov-social-media-ambassadors.htmlo Be careful on what you post
https://sproutsocial.com/insights/social-media-and-government/
Examples
Hildale, UT: https://www.facebook.com/hildalecity
Las Vegas, NV: https://www.facebook.com/CityOfLasVegas
USA: https://twitter.com/usagov?lang=en
Government Officials and Agencies: https://twitter.com/i/streams/stream/694260791474688000
Top 10 best government Instagram accounts: https://www.govexec.com/technology/2015/12/10-best-government-instagram-accounts-2015/124736/
Social Media Policies
Social Media PolicyFacebook
https://www.facebook.com/policies
https://help.instagram.com/477434105621119
https://help.twitter.com/en/rules-and-policies#twitter-rules
Make your own policyo How will you handle inappropriate comments?
o How timely will you respond to questions or concerns?
o Discretional statements
o Do you need permission to use a person’s post when advertising or once it’s posted on your page, does that content belong to you?
o FAQ page
o Making this policy readily available to your workforce
https://coschedule.com/blog/social-media-policy/
https://blog.hootsuite.com/social-media-policy-for-employees/
Exampleshttps://www.turlock.ca.us/_pdf/hrwebpp.asp?id=45
https://www.phoenix.gov/firesite/Documents/fire_mp_10518.pdf
Final Thoughts1. Marketing Strategy
2. Social Media Examples
3. Social Media Policies
4. Final tipso When good ideas go wrong - https://www.youtube.com/watch?v=jdWO9ozir1Y
o Continually work on this
Questions?