RiversideCa.govRiversideCa.gov

Email & Social: Your Best Kept Secret

April 22, 2015

California Association for Local Economic Development Training

City Manager’s Office

Kaitlin BilhartzMarketing Coordinator

Stephanie Harvey Marketing Manager

RiversideCa.gov

Who do you need to talk to?All residents?Specific industries?

BUILD YOUR AUDIENCE

RiversideCa.gov

• What will your audience respond to:– Email– Social media

• Other– Direct mail– Online advertising– Print advertising– Content marketing

CHOOSE YOUR PLATFORM

RiversideCa.gov

WHY EMAIL MARKETING?

• Drive Traffic Website• Build Relationships• Cross Promote• Nurture Leads• Land the Deal• Cost Effective

RiversideCa.gov

EMAIL MARKETING

Step 1 – Build An Audience • Ask Them To Opt In• Where are you not asking? – Email/Web– Events– Hosted Meetings– Tradeshows

• New Subscriber Behavior

RiversideCa.gov

Step 2 – Send Email • Segment Your E-mail List– Treat each segment differently

• Captivating Subject Lines• Choose Your Voice • Optimize for Mobile• Test, test, TEST• Send Regularly

EMAIL MARKETING

RiversideCa.gov

EMAIL BRANDING

RiversideCa.gov

EMAIL MARKETING

Step 3 – Measure Success• Open Rate• CTR & Increase in web traffic• Leads• Unsubscribes– Frequency - #1 reason for unsubscribes–More Links = Higher CTR

RiversideCa.gov

• Email Capture• Welcome Emails• RFPs • Integration with

CRM

AUTOMATION & DRIP CAMPAIGNS

RiversideCa.gov

• Cost• Self-paced• Networking• Exposure• Testimonials• Generate leads• Stay top-of-mind

WHY SOCIAL MEDIA?

RiversideCa.gov

YOU CAN’T DO IT ALL

• Choose the right platform• Claim your domain, even if you aren’t

currently active– Consistency• RiversideCAgov vs. CityofRiverside

RiversideCa.gov

• Hootsuite–Mentions, scheduled messaging, hashtags,

manage multiple accounts

• Bitly– URL shortening service– Tracks clicks

• Analytics.Twitter.com– Impressions, engagement, RT,

replies, clicks

ANALYTICS: IS IT WORTH IT?

RiversideCa.gov

• Phone, website, email• Disclosures• Special hours of operation• Best way to reach• Other platforms

UPDATE CONTACT INFO

RiversideCa.gov

• Find your voice• Human element• Professional yet approachable

SAY WHAT?

RiversideCa.gov

SAY WHAT?

RiversideCa.gov

SAY WHAT?

• Stay relevant, post real-time (or close to)

• Spell check– An embarrassing typo can cause a world of

hurt and is easily avoidable.

RiversideCa.gov

• Timely• Insights: Best time based on

demographics• Consistency: Goldilocks• Quality vs. Quantity• Develop a schedule –#TBT–#WordlessWednesday–#ThoughfulThursday

KEEP A PULSE

RiversideCa.gov

• Engage: “Tell us”• Don’t yell; invite them to the party• Two-way street• Inform & Inquire• Answer questions within 24 hours• Cross-promote; build business alliances

& networks

BUILD A RELATIONSHIP

RiversideCa.gov

BUILD A RELATIONSHIP

RiversideCa.gov

BUILD A RELATIONSHIP

RiversideCa.gov

• Call-to-action– Refer to website/blog/landing page– Hashtag

MAKE IT HAPPEN

RiversideCa.gov

• Visually appealing• Photos: simple, not too busy• Infographics• Easy-to-read charts• Behind-the-scenes (i.e.: Mayor, off-limit

locations, etc.)

BE EYE-CATCHING

RiversideCa.gov

BOOST IT

RiversideCa.gov

BOOST IT

RiversideCa.gov

• Easy to connect• “Insider” knowledge• First to know• Something they can’t find on Google• Shareable content

MAKE IT SPECIAL

RiversideCa.gov

• Remain calm under pressure• Don’t let the Negative Nancys get to

you– “We apologize you feel that way…”– Combat with positivity/options

• Don’t delete unless harassing.

STAY COOL

RiversideCa.gov

1. Make a good impression: Intriguing subject line

2. Timing isn’t everything, but it’s important

3. Refine sign up process and email targeting. Scrub lists.

4. Monitor engagement and open rate5. Use a consistent voice

FIVE TIPS TO IMPLEMENT TODAY

RiversideCa.gov

• Produce Once, Share Everywhere – BUT use unique and different messages

based on audience and medium

• Content Calendar

TOOLS

RiversideCa.gov

Resources

RiversideCa.gov

Stephanie HarveyMarketing Manager City of Riversidesharvey@riversideca.gov @mrssmharve

Kaitlin BilhartzMarketing Coordinator

City of Riversidekbilhartz@riversideca.gov

@kbcruising

ContactQuestions?

Dennis ErokanPlacemaking Group

HFS Consultantswww.PlacemakingGroup.com

510-835-7900 ext. 203925-381-1746 mobile