Social Media for Councils

Who is Lara Solomon?

• Author of Brand New Day – The Highs & Lows of Starting a Small Business

www.BrandNewDay.com.au

• Chief Rabbit at Social Rabbitwww.SocialRabbit.net

• Winner of Telstra NSW Micro Business Award 2008

Fi li t i T l t Y B i• Finalist in Telstra Young Businesswoman Award in 2005 and 2008• Blogger for www.SmartCompany.com.au, www socialnomics net www flyingsolo com auwww.socialnomics.net, www.flyingsolo.com.au

• Introductions by you• What social media is

• What Aussie’s are up to....

• Facebook

T itt• Twitter

• YouTube

Li k dI• LinkedIn

• Blogging

• FourSquare• FourSquare

• Pinterest

• Case Studies• Case Studies

• Strategy Time

Let’s Watch a Video

What is Social Media?

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-basedtechniques. 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 f t t i t t t d B ifrom 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 g ptime will be defined as the Attention Age. Source: Wikipedia.com

OR…. a way to have a conversation with your audience

What is Social Media?

Australian Internet Use

Source: Comcast Australia Online 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

Source: Sensis Social Media Report 2011

Video: Is social networking worth it

Are you convinced yet?

People use the internet to make purchase decisions and recommendations to others

“36% have engaged36% have engaged ith twith government or liti i i lpoliticians on a social

ki i ”networking site”

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

Source: Nielsen | Community Engine Social Media Business Benchmarking Study 2011

Do You Google Your O i ti ?Organisation?

Find out what is being said....

®®

Why have a page?

To promote your organisation and it’s servicesTo promote your organisation and it s servicesTo increase awarenessTo reach people globallyTo increase the number of people you reachTo increase the number of people you reachTo tell customers about new products/servicesTo get feedback on products/servicesT t it f i tiTo create a community for your organisationTo engage your customersTo build a relationship with your audienceTo 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 Cowra Council

Search for #easter within 100 km of Sydney

Drive people to your website

Direct to your websitey

Customer Service

Communicate News

Gov Twit - Directory

Customer Service

Search for Councillors

Government Channels

Wodonga Council YouTube Channel

Viral Potential

http://www.youtube.com/watch?v=4-94JhLEiN0

Why YouTube?

Why YouTube?

What is LinkedIn?

• Professional social network with 150 million members• 3 m 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 l t t t• A place to promote events

Search Engine Results

Profile

Networking

Company Profile

Link to your blog

Communicate

Promote yourself as an expert

Research Resource

Polls: Research Resource

Recruitment

Get recommendations

Networking Groups

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

t i f t d i ti f t th t i l hentries 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 blogmaintain 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 thiseven 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; othersMany 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 interactiveto 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 (p g), ( gg g), ( g),(podcasting). Microblogging is another type of blogging, featuring very short posts. Source: wikipedia.com

Is Anyone Using Blogs?

Why Visit a Blog?

Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

Consumers & Blogs

Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

Consumers & Blogs

Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

How FourSquare Works…

• You create a deal• When people check into your place they can claim the deal

Why Use it?P l h t t t l i 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

Pinterest is a virtual Pin board

• Organize and share photos and videos you find on the web!• Browse pin boards created by others and find your way through vertical subjects• “Repin” (repost) items on your pin board that you find on othersʼ• Repin (repost) items on your pin board that you find on others• Create groups & contribute to othersʼ groups

How Pinterest Works

http://youtu be/IQlJovBEvewhttp://youtu.be/IQlJovBEvew

You Should know that Social Media isSocial Media is….

- HARD WORK- PART OF MARKETING- NOT A SILVER BULLET- A WAY TO PROMOTE- SOMETHING THAT TAKES TIMESOMETHING 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 topromotions, 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 andthey 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

One of the Entrieshttp://www.youtube.com/watch

?v=xUFm8CJWJ14

Queensland Best Job in The WorldUsing Facebook, Twitter, YouTube, newspaper classifieds and their website to generate the interest.

Results34 680 j b li ti f 197 t i• 34,680 job applications from 197 countries

• $390 Million AUD of publicity• Australia tourism down, but Queensland tourism up 20%• 82% increase in resort bookings• 82% increase in resort bookings• 50% of Australia trips now include a Queensland component

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

T itt h d th i d i f C t Fi- Twitter had unauthorised scraping of Country Fire Authority (CFA) updates- Google created a mashup of the CFA fire mapA bushfire housing website was developed to match- 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

Case Studies

http://www.youtube.com/watch?v=7-Mq9HAE62Y

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 M k it t f k ti l8. Make it part of your marketing plan

9. Make someone responsible for it

10 U it t b ild l ti hi10. Use it to build relationships

Planning Time

Measurement

How will you know it is working?

Which One?

How to Research

www.facebook.com/ads/create

How to Research

http://twitter.com/#!/search-advanced

How to Research

www.google.com/trends

www.google.com - blogs

How to Research

Other ways…..1. Ask your audience what they use2. Do a quick survey3. See what your competitors are using4 F t h t4. Forrester chart

http://www.forrester.com/empowered/tool_consumer.html

Which One?

1. Where are your audience?2. What are your goals?3 How much time?3. How much time?4. What else are you doing to promote & market?5. What do you enjoy?

Set Goals

Examples:- Post x times a week- To get a LIKE or comment on each post

T h t t t t d- To have x tweets retweeted a week- To contact x people a week & interact with theminteract with them- To get x visitors to the website- To get players checking for updatesupdates- To get x newsletter subscriptions

Watch….

www.google.com/alerts

www.socialmention.com

Finally – The Strategy

You know:

WHATWHYWHENHOW

Content

VERY IMPORTANT

1 Develop a content calendar1. Develop a content calendar2. Add Value3. Be Consistent4. Stick to your purpose4. Stick to your purpose5. Story Tell6. Be real7. Be authentic

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 M k it t f k ti l8. Make it part of your marketing plan

9. Make someone responsible for it

10 U it t b ild l ti hi10. Use it to build relationships

Other Resources for Ideas & Tips

Websiteswww.hubspot.com

h blwww.mashable.comwww.socialmediaexaminer.comwww.allfacebook.com

Social media management toolswww tweetdeck comwww.tweetdeck.comwww.hootsuite.comwww.ping.fmwww sendible comwww.sendible.comwww.postplanner.comwww.bufferapp.com

Questions

h // l k / / lhttp://au.linkedin.com/in/LaraSolomon

www.Facebook.com/SocialRabbit

T itt /L R

www.SocialRabbit.net

www.Twitter.com/LaRoo

www.YouTube.com/TheSocialRabbit