social media for local government
DESCRIPTION
A presentation to Central NSW councils on what social media is and how it can be used for local government.TRANSCRIPT
Social Media for Councils
Who is Lara Solomon?
• Owner of the Mocks brandwww.MyMocks.com
• Author of Brand New Day – The Highs & Lows of Starting a Small Business
www.BrandNewDay.com.au
• Chief Rabbit at Social Rabbitwww.SocialRabbit.net
• Big Foot at Steps Online Facebook Trainingwww.StepsLearning.com
• Winner of Telstra NSW Micro Business Award 2008• Finalist in Telstra Young Businesswoman Award in 2005 and 2008• Blogger for www.SmartCompany.com.au, www.socialnomics.net, www.flyingsolo.com.au
• Introductions by you
• What social media is
• What Aussie’s are up to....
• YouTube
• Blogging
• FourSquare
• Case Studies
• Strategy Time
Let’s Watch a Video
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers…… Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age. Source: Wikipedia.com
What is Social Media?
OR…. a way to have a conversation with your audience
What is Social Media?
Source: Comcast Australia Online Report 2011
Australian Internet Use
Source: Sensis Social Media Report 2011
Australian Social Media Use
Source: Sensis Social Media Report 2011
Australian Social Media Use
Source: Sensis Social Media Report 2011
Australian Social Media Use
Video: Is social networking worth it
People use the internet to make purchase decisions and recommendations to others
Are you convinced yet?
“36% have engaged with government or
politicians on a social networking site”
Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
Social Media Strategy
Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011
Do You Google Your Organisation?
Find out what is being said....
®
Why have a page?
To promote your organisation and it’s services To increase awareness To reach people globally To increase the number of people you reach To tell customers about new products/services To get feedback on products/services To create a community for your organisation To engage your customers To build a relationship with your audience To make your customers feel loved!
Types of Facebook Accounts - Profile
Types of Facebook Accounts - Group
Types of Facebook Accounts - Page
Page updates appear in news feeds of fans
Position yourself as an expert
Promote Events
Grow A Community
Engage with Your Audience
Facebook Ad’s
Fans grew from 4,333 to 336,000 due to this ad
Stats on Page Likers
React in real time
Started on Feb 3, Fans on Feb 10th = 2322
Facebook Places
Twitter is Growing
– 200million people on Twitter globally– Average age on Twitter is 39 Years Old– 2.5 Million Australians are on Twitter
Twitter Usage
Source: Mashable.com March 2010 statistics
Twitter Usage
Source: Mashable.com March 2010 statistics
Top Tweeters!
Source: Twittercounter.com
Customise your page
Search for Orange Council
Search for #christmasinjuly within 100 miles of Sydney
Drive people to your website
Direct to your website
Customer Service
Communicate News
Gov Twit - Directory
Customer Service
Search for Councillors
Government Channels
Mosman Council YouTube Channel
Why YouTube?
Why YouTube?
What is LinkedIn?
• Professional social network with 100 million members• 1.2m in Australia• Average age of 37 years old• Average income of $108,000• An online network to build your reputation• A place to find a job• A place to find staff• A place to do research• A place to find answers• A place to promote events
Profile
Company Profile
Search Engine Results
Link to your blog
Communicate
Promote yourself as an expert
Research Resource
Recruitment
Get recommendations
Networking Groups
Networking
Promote Events
Blogging
What is a Blog?
A blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. Blog can also be used as a verb, meaning to maintain or add content to a blog.
Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites.
Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability of readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (Art blog), photographs (photoblog), videos (video blogging), music (MP3 blog), and audio (podcasting). Microblogging is another type of blogging, featuring very short posts. Source: wikipedia.com
Is Anyone Using Blogs?
Source: Technorati.com State of the Bloggersphere 2010
What do People Say About Blogs?
Source: Technorati.com State of the Bloggersphere 2010
Which sources do you trust for brand, product, or service information?
How FourSquare Works…
• You create a deal• When people check into your place they can claim the deal
Why Use it?• People have to go to your venue to claim it• People can recommend your venue to others’• FourSquare can be linked up to Facebook for users
- HARD WORK
You Should know that Social Media is….
- PART OF MARKETING
- NOT A SILVER BULLET
- A WAY TO PROMOTE
- SOMETHING THAT TAKES TIME
Case Studies
Arizona Office of Tourism Facebook Campaign AOT created a variety of Facebook Ads for different promotions, giveaways, and local events. They ran ads to promote their Facebook Page and to specific destinations on their website depending upon the initiative. In each case, they created excitement about the promotion in the ads and followed through with consistent messaging in the landing pages
Results• 8 times more clicks to the landing page than paid search efforts• 27% conversion rate for Arizona Visitors Guide requests• 17% conversion for email newsletter opt-in• Overall, 89% of the total online marketing traffic comes to promotions from Facebook Ads
http://ads.ak.facebook.com/ads/FacebookAds/AOT_CaseStudy.pdf
Case Studies
Queensland Best Job in The WorldUsing Facebook, Twitter, YouTube, newspaper classifieds and their website to generate the interest.
Results• 34,680 job applications• $390 Million AUD of publicity• Australia tourism down, but Queensland tourism up 20%• 50% of Australia trips now include a Queensland component
One of the Entrieshttp://www.youtube.com/watch?v=xUFm8CJWJ14
Case Studies
Victorian Bushfires- Twitter provided accounts of the fires- Prime Minister Kevin Rudd directed followers to donate blood and cash to the Red Cross appeal- Twitter had unauthorised scraping of Country Fire Authority (CFA) updates- Google created a mashup of the CFA fire map- A bushfire housing website was developed to match people in need of emergency accommodation with those willing to offer somewhere to stay
Case Studies
Get the community involved in reporting problems, and give them access to the info to provide fixes
Integrating Social Media
1. Add your social media icons to:1. Your email signature & your team’s2. Your website – on every page, not just on one
2. Promote other social media links on your social media, eg Twitter on Facebook
3. Promote your social networks in your current marketing
4. Integrate your on and off line marketing
5. Make it easy for people to contact you online
6. Use your online marketing materials offline and vice versa
7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them
8. Make it part of your marketing plan
9. Make someone responsible for it
10. Use it to build relationships
www.SocialRabbit.net
http://au.linkedin.com/in/LaraSolomon
www.Facebook.com/SocialRabbit
www.Twitter.com/LaRoo
www.YouTube.com/TheSocialRabbit
Questions