Date post: | 19-Nov-2014 |
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Education |
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Education, Prevention, Suppression... Social Media?
How Online Engagement Can Aid in the Delivery of Your Lines of Defence
Presentation will be available for download at
slideshare.com/cikmarketing
Presented by Chantielle KennedyCIK Marketing & Inklyo Ltd.
© 2012 CIK Marketing
Agenda
• Introduction• Part One: What You Actually Need to Know About Social Media
• Branding: Find Your Face• Set-Up• Create a Social Media Policy / Implement Tracking
• Part Two: Lines of Defence – Social Media as a Tool to Define and Achieve Objectives• How Social Media Makes a Difference• Managing the Media Monster
• Part Three: Attraction Tips • Part Four: Chatham-Kent Fire Department Demo / Q & A
© 2012 CIK Marketing
About Me
• President Inklyo Ltd. • Online content development agency
• CIK Marketing • Social media management and online marketing consultant
• A graduate of the University of Western Ontario and student of the Search Engine Marketing Professional Organization (SEMPO)
• Consulted with police services throughout Ontario on the importance of social media and connecting with civilians online
• Assisted in the Chatham-Kent Fire Department's recent social media strategy roll out
© 2012 CIK Marketing
About Me
© 2012 CIK Marketing
Creep Me
www.facebook.com/cikmarketing
www.twitter.com/cikmarketing
www.cikmarketing.cawww.inklyo.com
© 2012 CIK Marketing
Part One: What You ACTUALLY Need to Know About Social Media
1. Branding = Planning
• Find Your Face - www.namechk.com
• Brand Recognition• Chatham-Kent Police Service
• www.ckpolice.com• twitter.com/ckpsmedia• facebook.com/ckpolice• youtube.com/ckpsvideo
• Chatham-Kent Fire Department• www.ckfire.com• twitter.com/ckfiredept• facebook.com/ckfiredept• youtube.com/ckfiredept
© 2012 CIK Marketing
Set Up
2. Don't just jump in – Think First
• What Are Your Objectives, Goals?– Facebook: Page or a Group? NOT PERSONAL PROFILE– Twitter: Multiple people tweeting?
Engagement comfort level?Time commitment?Knowledge of the platform?
© 2012 CIK Marketing
Cover Your Butt! Get a Social Media Policy and Operating Guidelines
Yuck - more paper work.• Eliminate confusion on the part of administration,
firefighters, officers and the public1. Internal discomfort – unsure about implementation:
impede fire response?• Level of understanding
2. Department Protection
Need help? – Contact CKFD and Brampton FD– www.policytool.net© 2012 CIK Marketing
Be Clear and Concise
• Who is responsible for social media management?• What is the procedure?• Make staff and public aware
Facebook Policy ToolsDisclaimer:• Right to remove posts deemed offensive• Comments made do not reflect beliefs, views and opinions of fire
department• Page is not monitored 24 hours a dayBlock List• Offensive words / derogatory terms
© 2012 CIK Marketing
Implement Tracking
Important!
• Justification for using social media• Helps plan future engagement strategies• What's working / what's not?• Handy for annual reports, budget talks
Without proper analytics + tracking = wasting your time
• Facebook Analytics (built in - free)• Sprout Social (third-party paid service)
© 2012 CIK Marketing
Part Two: Lines of DefenceEducation
You all know that Firefighters don't just put out fires…but I don’t.
Social media makes it easy to share brief, informative tips:1. Fire and life safety – events, public training, school visits2. Department information - how department is set up, operates
Push followers back to website for more detailed information.
• Engage civilians– Answer / ask questions– Increase overall understanding
© 2012 CIK Marketing
Prevention
Don’t you just love dealing with open air burns?
• Improve the public's understanding of fire related codes and laws– Share links to downloadable permits, information
sheets, FAQs– Share applicable information at applicable times
© 2012 CIK Marketing
Suppression
• Suppression– Provides an additional venue to broadcast to:• Civilians – Various services (structure fires)– Emergency notices (flooding)
• Media– Tweeting/posting from scene: Train media to expect
this communication - leave officers alone
© 2012 CIK Marketing
SuppressionManaging the Media Monster
But be careful!– When it comes to media - do what you say!Example: – Send a tweet that says "More info to come later."– This means you will provide more info via Twitter -
so don't just send out an email release• Remember: Just 'cause they're following you on Twitter
doesn't mean they're on your media list• Cover all your bases (automation)
© 2012 CIK Marketing
Attraction MethodsShe thinks my tractor fire truck is sexy.
• Photos: equipment, events, funerals– Emotional connection
• Personal connection– Call-signs tied to real people
© 2012 CIK Marketing
Chatham-Kent Fire Department Social Media Demo
• Branding– Twitter "Call Signs"
(Putting a Face to the Fire Department)– Facebook Custom Tabs
• Automation / Ease of management
• If time: look at analytics for CKFD
© 2012 CIK Marketing
Are You Ready to Reach Your Community Through Social Media
Contact Me!
Chantielle [email protected]/cikmarketingtwitter.com/cikmarketingslideshare.com/cikmarketing
© 2012 CIK Marketing