Post on 20-Jul-2015
transcript
Our social media journey
Rob McTaggart, Senior Communications Officer
Pete Richardson, Digital Communications Manager
Introduction
• We have learnt some valuable social media lessons… but we are only at the beginning of our social media journey
• Today we will explore:o Where we are nowo Case studieso Our next social media stepso Measuring success
Where we are now• Social media is now integral part of our
communications
• Nearly 150,000 followers
• Website visits via social media account for 10% of all traffic
• We mainly use Facebook and Twitter but we have profiles on YouTube, Google+, LinkedIn, Instagram
It’s embedded in our strategic planning
LSP5 strategic objective 1.1
We will utilise social media to encourage behavioural change; provide increased ways to access our services; helping protect them from fire and helping them to avoid the travel and business continuity interruptions of fire.
What we use social media for
@LondonFire “If you heard a bang in Kings Cross it was due to 2 gas cylinders exploding before we arrived at the BBQ fire at the back of Kiwi House
• Accuracy • Reassurance • Awareness • Influence • Insight
How we do it
• Not what we use - it’s how we use it
• Tone and language
• For the right reasons
• Only to help meet objectives
The Shard: our results
• Tweets earned 200,000
impressions in three hours
• Reassured the public and dispelled myths about The Shard being ‘on fire’
Finding content - quirky incidents
• Over 1.4 million people saw our • ‘doorknob’ Facebook posts• Over 4 million saw the ‘hair
straighteners’ Facebook post.
Different channels - ‘Ifake’
• 8000 unique page views
• 750 website visits from reddit
• 4th most popular route to website
In bed with Fifty Shades of Red
• Number of incidents involving people being stuck in objects had increased year on year since the Fifty Shades of Grey books were release.
• Great opportunity to launch #FiftyShadesofRed to highlight issue at the time of film release.
• Eye catching and eye watering tweets with a clear safety message.
• No National or International coverage without social media work
Impact• Our tweets alone seen by 1 million people.
• Increased average engagement by 158%
• 32,000 views to web page in 5 days. Normally whole site gets 40,000 in a week.
Serious (ish) message• Newsjacking for a reason • Clear aims and objectives to
reduce the number of unnecessary calls.
• Move the message on to other less risqué posts.
• Common sense, if it doesn’t fit, don’t force it.
Digital Newsroom
With newsrooms downsizing journalists are becoming increasingly more reliant on media rich content.
Next steps
• Preparing to roll out additional twitter accounts
• Working closer with Blue Light colleagues on twitter
• Looking for life beyond twitter and Facebook
Focused on visual engagement
Likes, comments, shares
Favourites, replies, retweets
Used the ‘Avinash model’
How we measured success