Post on 17-Oct-2014
description
transcript
Using social media to communicate
The place of social media in the marketing mix
Dan Slee, Walsall Council 2011 Scottish Communications SeminarLG Comms
Basic principles
Purpose of the session
Basic principles
The media landscape
Purpose of the session
Basic principles
The media landscape
How to map your landscape
Purpose of the session
Basic principles
The media landscape
How to map your landscape
Purpose of the session
Case studies
Basic principles
The media landscape
How to map your landscape
Purpose of the session
Case studies Linked social
Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/in/photostream/
Marketing mix 2011
Basic principles
Basic principles
#1: Realise that the landscape has changed (and your skills
need to too.)
Basic principles
#2: The channels of communication have changed.
Basic principles
#3: Remember that social media is social.
Basic principles
#4: Mainstream it.
Basic principles
#5: The best social media tool is common sense.
How to map your landscape
The Walsall media landscape 2005
The Walsall media landscape 2005
21 journalists or photographers
The Walsall media landscape 2011
The Walsall media landscape 2011
The Walsall media landscape 2011
21 journalists or photographers9
The Walsall media landscape 2011
23,000
The Walsall media landscape 2011
23,000
20,000?
The Walsall media landscape 2011
23,000
20,000?
7,000
The Walsall media landscape 2011
23,000
20,000?
7,000
222,000
How to map your landscape
•ABC stats•Google Alerts•Facebook•Mashable•Openly Local
Case studies: Twitter
•Be social•It’s not just press releases
•Have many •Link
Any questions on Twitter?
Case studies: Flickr
Don’t replicate...
101 images and 1,000 views
Walsall Council House Flickr meet
379,000 views in 10 months
UK Home Office
Winter photos in Dudley Flickr Group
169 members and 471 pictures
Flickr
•Celebrate your area
•Work with residents
•Create an image library
Flickr
Any questions on Flickr?
Case studies: Facebook
#6: Link. Share. Retweet. Be web 2.0.
#6: Link. Share. Retweet. Be web 2.0.
•Be informal•Don’t over post•Moderate abuse, not criticism
Any questions on Facebook?
Case study: Foursquare
Create a venue...
Leave tips...
Leave tips...
Case study: Linked social:Walsall 24
Walsall 24
Walsall 24 • 18 Twitter accounts (4 specially created)
Walsall 24 • 18 Twitter accounts (4 specially created)
•22 People tweeting
Walsall 24 • 18 Twitter accounts (4 specially created)
•22 People tweeting•23 Supplying data
Walsall 24 • 18 Twitter accounts (4 specially created)
•22 People tweeting•23 Supplying data•For 24 hours
Walsall 24
• 18 Twitter accounts (4 specially created)
• 22 People tweeting• 23 Supplying data• For 24 hours• Online and offline...
Walsall 24
• 116,273 audience tweetreach.com
• 1,349 tweets• Mainstreamed social media • Linked an online and offline campaign
The media landscape
How to map your landscape
Basic principles
Quick recap:
Case studies Linked social
Thank youAny questions?
Dan Sleesleed@walsall.gov.ukwww.danslee.wordpress.comTwitter: @danslee