Overview of social media plus planning and strategy for the organisation

1. Social Media for Councils

2. 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 Rabbit
www.SocialRabbit.net
• Winner of Telstra NSW Micro Business Award
2008
• Fi li t i T l t Y
Finalist in Telstra Young B i
Businesswoman
Award in 2005 and 2008
• Blogger for www.SmartCompany.com.au,
www.socialnomics.net, www.flyingsolo.com.au
www socialnomics net www flyingsolo com au

3. • Introductions by you
• What social media is
• What Aussie’s are up to....
• Facebook
• T itt
Twitter
• YouTube
• Li k dI
LinkedIn
• Blogging
• FourSquare
• Pinterest
• Case Studies
• Strategy Time

4. Let’s Watch a Video

5. 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-based
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
from content consumers into content producers…… Businesses
f t t i t t t d B i
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 p
g period in
time will be defined as the Attention Age. Source: Wikipedia.com
OR…. a way to have a conversation with your audience

6. What is Social Media?

7. Australian Internet Use
Source: Comcast Australia Online Report 2011

8. Australian Social Media Use
Source: Sensis Social Media Report 2011

9. Australian Social Media Use
Source: Sensis Social Media Report 2011

10. Australian Social Media Use
Source: Sensis Social Media Report 2011

11. Video: Is social networking worth it

12. Are you convinced yet?
People use the internet to make
purchase decisions and
recommendations to others

13. “36% have engaged
36%
with government or
ith t
politicians on a social
liti i i l
networking site”
ki i ”
Source: Nielsen | Community Engine Social Media
Business Benchmarking Study 2011

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

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

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

17. Do You Google Your
Organisation?
O i ti ?
Find out what is being
said....

19. ®

20. Why have a page?
To promote your organisation and it s services
To promote your organisation and it’s services
To increase awareness
To reach people globally
To increase the number of people you reach
To increase the number of people you reach
To tell customers about new products/services
To get feedback on products/services
To create a community for your organisation
T t it f i ti
To engage your customers
To build a relationship with your audience
To make your customers feel loved!

21. Types of Facebook Accounts - Profile

22. Types of Facebook Accounts - Group

23. Types of Facebook Accounts - Page

24. Page updates appear in news feeds of fans

25. Position yourself as an expert

26. Promote Events

27. Grow A Community

28. Engage with Your Audience

29. Facebook Ad’s
Fans grew from 4,333 to 336,000 due
to this ad

30. Stats on Page Likers

31. React in real time
Started on Feb 3, Fans on Feb 10th = 2322

32. Facebook Places

33. ®

34. Twitter is Growing
– 200million people on Twitter globally
– Average age on Twitter is 39 Years Old
– 2.5 Million Australians are on Twitter

35. Twitter Usage
Source: Mashable.com
March 2010 statistics

36. Twitter Usage
Source: Mashable.com March
2010 statistics

37. Top Tweeters!
Source: Twittercounter.com

38. Customise your page

39. Search for Cowra Council

40. Search for #easter within 100 km of Sydney

41. Drive people to your website
Direct to your website
y
Customer Service

42. Communicate News

43. Gov Twit - Directory

44. Customer Service

46. Search for Councillors

47. Government Channels

48. Wodonga Council YouTube Channel

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

50. Why YouTube?

51. Why YouTube?

53. 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 place t promote events
l to t t

54. Search Engine Results

55. Profile

56. Networking

57. Company Profile

58. Link to your blog

59. Communicate

60. Promote yourself as an expert

61. Research Resource

62. Polls: Research Resource

63. Recruitment

64. Get recommendations

65. Networking Groups

66. Promote Events

67. Blogging

68. 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
entries of commentary, descriptions of events, or other material such as
ti f t d i ti f t th t i l h
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 blog.
blog
Most blogs are interactive, allowing visitors to leave comments and
even 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; 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 interactive
format is an important part of many blogs. Most blogs are primarily
textual, although some focus on art (Art blog), photographs
(p
(photoblog), videos (video blogging), music (MP3 blog), and audio
g), ( gg g), ( g),
(podcasting). Microblogging is another type of blogging, featuring very
short posts. Source: wikipedia.com

69. Is Anyone Using Blogs?

70. Why Visit a Blog?
Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

71. Consumers & Blogs
Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

72. Consumers & Blogs
Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

75. How FourSquare Works…
• You create a deal
• When people check into your place they can claim the deal
Why Use it?
• P
People h
l have t go t your venue to claim it
to to t l i
• People can recommend your venue to others’
• FourSquare can be linked up to Facebook for users

77. 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 others
Repin othersʼ
• Create groups & contribute to othersʼ groups

78. How Pinterest Works
http://youtu.be/IQlJovBEvew
http://youtu be/IQlJovBEvew

80. You Should know that
Social Media is
is….
- HARD WORK
- PART OF MARKETING
- NOT A SILVER BULLET
- A WAY TO PROMOTE
- SOMETHING THAT TAKES TIME

81. Case Studies
Arizona Office of Tourism Facebook Campaign
AOT created a variety of Facebook Ads for different
promotions, giveaways,
promotions giveaways and local events They ran ads to
events.
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 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

82. Case Studies
One of the Entries
http://www.youtube.com/watch
?v=xUFm8CJWJ14
Queensland Best Job in The World
Using Facebook, Twitter, YouTube, newspaper classifieds and their
website to generate the interest.
Results
• 34 680 j b applications f
34,680 job li ti from 197 countries
ti
• $390 Million AUD of publicity
• Australia tourism down, but Queensland tourism up 20%
• 82% increase in resort bookings
• 50% of Australia trips now include a Queensland component

83. 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 had unauthorised scraping of C
Twitter h d th i d i f Country Fi
t Fire
Authority (CFA) updates
- Google created a mashup of the CFA fire map
- A bushfire housing website was developed to match
people in need of emergency accommodation with
those willing to offer somewhere to stay

84. Case Studies
Get the community involved in reporting problems, and give them
access to the info to provide fixes

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

86. Integrating Social Media
1. Add your social media icons to:
1. Your email signature & your team’s
2. 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. Make
8 M k it part of your marketing plan
t f k ti l
9. Make someone responsible for it
10. U
10 Use it t build relationships
to b ild l ti hi

87. Planning Time

88. Measurement
How will you know it is working?

89. Which One?

90. How to Research
www.facebook.com/ads/create

91. How to Research
http://twitter.com/#!/search-advanced

92. How to Research
www.google.com/trends
www.google.com - blogs

93. How to Research
Other ways…..
1. Ask your audience what they use
2. Do a quick survey
3. See what your competitors are using
4. Forrester chart
4 F t h t
http://www.forrester.com/empowered/tool_consumer.html

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

95. Set Goals
Examples:
- Post x times a week
- To get a LIKE or comment on
each post
- T have x tweets retweeted a
To h t t t t d
week
- To contact x people a week &
interact with them
- To get x visitors to the website
- To get players checking for
updates
- To get x newsletter subscriptions

96. Watch….
www.google.com/alerts
www.socialmention.com

97. Finally – The Strategy
You know:
WHAT
WHY
WHEN
HOW

98. Content
VERY IMPORTANT
1.
1 Develop a content calendar
2. Add Value
3. Be Consistent
4. Stick to your purpose
5. Story Tell
6. Be real
7. Be authentic

99. Integrating Social Media
1. Add your social media icons to:
1. Your email signature & your team’s
2. 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. Make
8 M k it part of your marketing plan
t f k ti l
9. Make someone responsible for it
10. U
10 Use it t build relationships
to b ild l ti hi

100. Other Resources for Ideas & Tips
Websites
www.hubspot.com
www.mashable.com
h bl
www.socialmediaexaminer.com
www.allfacebook.com
Social media management tools
www.tweetdeck.com
www tweetdeck com
www.hootsuite.com
www.ping.fm
www.sendible.com
www sendible com
www.postplanner.com
www.bufferapp.com

101. Questions
http://au.linkedin.com/in/LaraSolomon
h // l k / / l
www.Facebook.com/SocialRabbit
www.Twitter.com/LaRoo
T itt /L R
www.YouTube.com/TheSocialRabbit www.SocialRabbit.net