1. Merging Online & Offline Marketing
Social Media Local Governments Workshop
June 18, 2014

2. Importance of Integrating
Online and Offline
• Reach a broader audience
• More information is available
• More ways to educate target audience
• Harness feedback from target audience
• Tracking

3. Benefits of Integrating
Online and Offline
• Cross promote content
• Balance traditional communication and social media channels to reach
more people
• Enhance media relations
• Use offline tools to drive online efforts and visa versa

4. Making the Change
Integrating online and offline
• Stop viewing online and offline as separate activities and initiatives
• View all channels as mediums for your campaigns and messages
• Online and offline may have different strategies but should work together
to achieve the same overall goal(s)

5. Examples of Integration
Online and Offline Marketing
Add the website and/or social media site addresses to all printed material
• Signage
• Brochures
• Flyers
• Business cards
• Mailers
Use social media to promote live events or meetings
Use social media to solicit feedback to improve initiatives and campaigns
Distribute press releases to online wires – not just local media

6. Examples of Integration
Online and Offline Marketing
Use blogs to update the website and cover live events or post recent news
or announcements
Record announcements from the Governor and post video to YouTube,
Website or Facebook
Post city announcements such as new trash pickup schedule, crime stop
policies

7. Examples of Integration
Online and Offline Marketing
Post pictures from city events and tag people/citizens
Use social media sites to report potholes or traffic updates
Integrate emails with social media and the website
Billboards can point to information on a website or Facebook page
Mobile apps are interactive with customer service activities – locations of
facilities, registration, report citizen claims

8. Don’t Discount Blogs
Integrated Strategy
The Government has more
than 50+ blogs
Blogs provide a great
central hub for information
to share via the website,
media, press releases,
events, social media
Timely, relevant content

9. Citizen Service Integration
Example
Citizen requests taken to
social media
Responding to citizen
requests quickly
Talking about action
taken

10. Citizen Service
Example
Providing information
Using social media channels
in addition to news/media
and website channels to
provide construction
updates

11. CASE STUDIES

12. Case Study
Austin, TX
Integrating Facebook and offline
(7,000 Likes)
Posting photos from events
Updating on city initiatives such as the
“Get on Board” campaign
Highlighting local awards in the media
Highlighting city employees at work
making a difference

13. Case Study
Austin, TX
Integrating Facebook and offline
Charitable causes and pet resources
Dogs always get engagement!
Highlighting city amenities

14. Case Study
Austin, TX
Twitter (35k followers)
Info on community events (not just
govt news)
Respond to public comments

15. Case Study
Kansas City, MO
Integrating Facebook (1,600 likes)
Posting about local sports teams
Tying in with time of year, monthly
themes

16. Case Study
Kansas City, MO
Integrating Twitter
Everyone talks about the
weather
Local photos of the city

17. Case Study
Kansas City, MO
Integrating Twitter (19k followers)
Not shying away from
questions/comments
Refer public service questions to
other agencies—via public
tweets!
Public appreciates seeing
city in action

18. Case Study
Nashville, TN
Website Integration
Innovative Social Media Center on website: clickable directory of all
departments on social media
Could include other channels:
• Service phone number
• Mailing address for comments
• Physical address for meetings

19. GETTING STARTED, NEXT STEPS

20. Key Takeaways
Next steps
Post about events
• Live broadcasting
• Photo follow up
• Videos
• Interviews pre and post
• Media coverage
Add URLs to all materials
• Signage
• Brochures/flyers/biz
cards
• Email signatures
Try Live Events/Interviews
• Google hangouts with
experts

21. Next Steps
Identify those thought leaders and key
community individuals and connect with
them on social media bringing the offline
relationship online
Collaborate with city and local agencies
online and offline – Promote outcomes
online
Post general community interest content

22. Social Media Scorecard
Tracking metrics
Track anything at
first – Use Excel
Take baseline
metrics before
campaign or
initiative starts

23. QUESTIONS?
Amy Marshall
@amymarshall
amarshall@fathomdelivers.com