applying a marketing lens to police communications
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VANCOUVER, BC, CANADA - April 11, 2011 - Speech from the 2011 Police Leadership Conference discussing how social marketing techniques used by major brands can be used to enhance police communications and engagement with the public.TRANSCRIPT
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APPLYING A MARKETING LENS TO POLICE COMMUNICATIONS ERIC WEAVER • VP SOCIAL STRATEGY • @WEAVE 2011 POLICE LEADERSHIP CONFERENCE • #PLC2011VAN
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MARKETERS ARE LOOKING TO SOCIAL TO: build awareness. convert the interested. increase revenue.
MARKETING? RELATED TO POLICE COMMS?
PUBLIC SAFETY MIGHT LOOK AT IT TO: alert the public. inform/educate the community. enhance departmental reputation. perform online forensics.
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BUT WE’RE FACING THE SAME HURDLES
The public is time-starved and distracted. Trust is harder to come by. Their expectations can often be ridiculous. One blogger can outshout us. Senior officers (or marketers) often don’t get the value of social tools.
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“MAYBE SOCIAL MEDIA WILL BE THE MAGIC BULLET.”
SO YOU’RE TWEETING. YOU SET UP A FAN PAGE. POSTED SOME VIDEOS ON YOUTUBE.
IF YOU’RE LIKE MANY OTHERS, YOU’RE WONDERING…
NOW WHAT? ?
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? AM I DOING THIS RIGHT? CAN WE GET MORE FANS? MORE DIALOGUE? HOW DO I GET MORE ATTENTION?!?
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WHAT WE ARE NOW SEEING IS A
PROFOUND CULTURAL SHIFT
6
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NUMBER OF PEOPLE JOINING LINKEDIN.COM DAILY
67,000+
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665,000,000 FACEBOOK USERS WORLDWIDE
SOURCE: SOCIALBAKERS.COM
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888,000+ PEOPLE JOIN FACEBOOK EVERY SINGLE DAY
2009 POPULATION OF VANCOUVER
576,000
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55 AVERAGE NUMBER OF MINUTES USERS SPEND EACH DAY ON FACEBOOK
10
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50% CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010
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LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
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MODERN MARKETING WAS BORN IN THE MID 20TH CENTURY
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“THE OUTBOUND VOICE”:
LET’S TELL A (BRAND) STORY
LET’S EVOLVE EVERY NICHE OF MARKETING INTO A SOPHISTICATED FIELD
LET’S FIND NEW WAYS TO INTRUDE, INTERRUPT AND DIVERT
HAS IT WORKED?
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MCDONALD’S: I’M ________ ______
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MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________
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MONOLITHIC MESSAGES WORKED IN THE PAST WHEN WE HAD:
Limited product choice
Limited media channels
Longer brand interactions
Higher barriers to entry
Traditional advertising and marketing communication was
formed when we had 3 TV channels, 1 hometown paper,
and no Internet.
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BUT NOW…
CONSUMERS HAVE ENDLESS CHOICE. Instead of coffee in a
can, I can get a half-caff, mocha frappa latte, no foam no sleeve,
no whip. Sometimes at 3am.
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CULTURAL CHANGES IMPACTING COMMUNICATIONS
CON
SUM
ER A
BILI
TY T
O PU
BLIS
H
ORIGINAL VERSION: AGENT WILDFIRE
When modern marketing was created, we had lots of time,
attention and trust. And very little noise or choice.
But with the advent of the Internet, product choice and media clutter are
through the roof. Time, attn & trust are low. The consumers’ voices are loud. I
can pull two levers: trust, and the consumers’ voice.
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ORGANIZATIONAL REPUTATION IMPACTORS
Quality products & services
Attentive to customer needs
Strong financial performance
Fair pricing
A well-known brand
Good employee relations
Socially responsible
Visible CEO
Dialogue with stakeholders
Employee/CEO blogs
53%!
47%!
42%!
38%!
37%!
35%!
33%!
23%!
23%!
12%!
US 2006
Transparent & honest practices
Company I can trust
High-quality products/services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
83%!
83%!
79%!
75%!
72%!
64%!
58%!
48%!
47%!
45%!
US 2010
EDELMAN TRUST BAROMETER, 2010
What’s happened in just the last five years? TRUST ISSUES move to the top of
reputation management.
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TRUST IS ERODING – BUT SOCIAL CHANNELS, USED AUTHENTICALLY, CAN PROVIDE PROOF POINTS AND REBUILD TRUST
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
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“I’LL USE SOCIAL MEDIA TO CHEAPLY PUSH MY CONTENT AND MESSAGE TO NEW AUDIENCES.”
MANY ORGANIZATIONS START OUT THINKING:
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2010 STUDY OF POLICE TWITTER USERS
~50% OF ALL AGENCIES TWEETED ABOUT ON-DUTY ACTIVITIES, INCLUDING ARRESTS
38% OF USERS TWEETED ABOUT WANTED OR MISSING PERSONS
54% TWEETED ABOUT TRAFFIC OR OTHER PUBLIC SAFETY ADVISORIES
35% OF ALL ACCOUNTS TWEETED ABOUT POLICE AND COMMUNITY VOLUNTEER ACTIVITIES
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ENGAGEMENT. INFLUENCE. ADVOCACY.
THERE’S A MUCH BIGGER OPPORTUNITY:
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ADVOCACY INFLUENCE ENGAGE PUBLISH LISTEN STUDY
THINK BEYOND PUBLISHING
Start by studying
the trends, the tools,
the market
You can’t know what to publish
unless you know what people want to hear.
NOW we can publish cost-
effectively.
If our content connects with the audience,
they will engage.
If our content is engaging
enough, it will be shared,
fanned, forwarded.
If our content is influential
enough, it will create advocacy. People will ACT
and DEFEND.
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SIX STEPS TO INTEGRATED SOCIAL
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1 DECIDE ON YOUR TONE AND MANNER Authoritarian? Friendly? Decisive?
LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY Precedents are now being set Privacy impact of monitoring is foggy
DETERMINE INQUIRY HANDLING Response times? Follow-up?
DETERMINE EMPLOYEE GOVERNANCE Balancing freedom of speech with departmental reputation Should employees identify themselves? Do officers know when colleagues are under cover?
STUDY & PLAN
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THE IMPORTANCE OF GOVERNANCE
A Santa Monica police officer and a suspect were both shot in an altercation and ended up at the same hospital. The force kept the officer’s identity secret
from the known gang member. But a retired officer unknowingly published the officer’s name in relation to the incident. Have to be VERY CLEAR about
employee governance.
CLICK TO SEE THE VIDEO AT http://blutube.policeone.com/media/6875
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PLAN FOR REPUTATIONAL INCIDENTS What if an officer is involved in a questionable event?
DETERMINE SUCCESS METRICS Still largely unknown in police comms Consider this akin to the early days of the Internet Just because the train is moving fast doesn’t mean you shouldn’t be on it
COMMUNICATE THE GENERATIONAL REASONS BEHIND SOCIAL ADOPTION TO SENIOR OFFICERS Older generations see social’s value differently
1 STUDY & PLAN
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HOW MANY SENIOR MANAGERS SEE SOCIAL
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BOOMERS
All about propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie: trustworthy.
GENS X&Y All about affinity. Formality is boring. Grew up with Google so sharing means being found. Suit & tie: untrustworthy.
2011-2012 WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
Mgmt needs to realize that social mores they take for granted have
changed, and social’s rapid adoption is due to this. They’re looking at it
through an inaccurate lens.
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TRENDS: MASHABLE.COM
ARGUMENTS: CASESTUDIESONLINE.COM
GOVERNANCE EXAMPLES: SOCIALMEDIAGOVERNANCE.COM
SURVEY OF POLICE TWITTER USE: http://j.mp/policetwitter 1 STUDY & PLAN
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SOME THOUGHTS ABOUT RISK
BEST BUY LAUNCHED TWELPFORCE TO EMPOWER 12,000 EMPLOYEES TO ANSWER TECH QUESTIONS.
Q: “DO WE REALLY TRUST THEM TO SAY THE RIGHT THING ONLINE?”
A: WE TRUST THEM IN THE STORE ALL DAY LONG
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2 LISTEN
NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?
MENTIONS
SENTIMENT
EMPLOYEE POSTS
RELATED TOPICS
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LISTENING GOALS
OBTAIN INTEL
IDENTIFY ADVOCATES AND DETRACTORS
DETERMINE SUCCESS OF OUTREACH CAMPAIGNS
DETERMINE VOLUME OF BUZZ, SHARE OF VOICE, OVERALL SENTIMENT, PUBLIC REACTIONS, TOPICS TIED TO YOUR FORCE
IDENTIFY PR CRISES EARLY
CORRECT MISPERCEPTIONS AND DEFEND AGAINST ATTACK
IDENTIFY AND CORRECT ONLINE MISBEHAVIOUR BY EMPLOYEES
(CAN’T GET THIS IF SOCIAL ACCESS IS TURNED OFF AT THE STATION)
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FREE VS. PAID
FREEBIES:
CRAWLED INTERNET MENTIONS ON BLOGS AND NEWS SITES
TWITTER (2 WEEKS)
MESSAGE BOARDS, FORUMS
IMAGES AND VIDEO
PAID TOOLS:
LARGER GOOGLE DATASETS
NON-ENGLISH SITES
DEEPER TWITTER ARCHIVES
FACEBOOK FAN PAGES
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FREEBIES
GOOGLE ALERTS
SAMEPOINT
SOCIALMENTION
BLOGPULSE
KLOUT
TECHNORATI
FILTRBOX
YACKTRACK
TWITTER SEARCH
TWENDZ
Limited data, limited insights
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PAID TOOLS CYMFONY
RADIAN6
SYSOMOS
SCOUTLABS
VISIBLE TECHNOLOGIES
Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages
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40 SCOUTLABS
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41 SCOUTLABS
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3 PUBLISH
NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT Tagged well and easily consumed
THOUGHT LEADERSHIP What’s your vision on gang control? Drug houses?
PROOF POINTS Show proof of departmental success
STORYTELLING PIECES
HOW-TOS, FAQs AND GUIDES
PUBLISH YOUR SOCIAL POLICY! No Canadian or US police agencies included a link to their official policies
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4 ENGAGE
NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE Both internal and external
CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT Encourage comments, suggestions
HEAR & RESPOND Acknowledge them immediately, set expectations on response, and help the public understand the prioritization of resources
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TYPE OF RESPONSE
TYPE OF COMMENT
LOCATION
ONLINE REPUTATION RESPONSE PROCESS
ON-‐SITE POST EXTERNAL POST
BASHING / DEGRADING RANT / SATIRE ERRORS /
MISGUIDED NEGATIVE EXPERIENCE
POSITIVE COMMENT?
MONITOR SILENTLY
CONCUR PUBLICLY
RESPOND POSITIVELY
RESPOND WITH FACTS
RECTIFY EXPERIENCE
BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0
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5 INFLUENCE
NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE? HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING? Easy solution: just ask HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM? Goes back to listening efforts
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SOCIAL CONTENT NEED NOT BE EXPENSIVE
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HOW CAN OUR INFLUENCE INSPIRE ACTION AND ADVOCACY? CAN WE INSPIRE CONSUMERS TO SEND OTHERS TO US? CAN WE INSPIRE THEM TO DEFEND US IN SOCIAL CHANNELS?
6 ADVOCACY
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THERE HAS TO BE A EMOTIONAL CONNECTION WITH THE PUBLIC.
TO ACHIEVE ENGAGEMENT, INFLUENCE, AND ADVOCACY,
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THE ASK: SELL A PRODUCT BENEFIT FOR A NON-EMOTIONAL PRODUCT
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ENTER SALTY: A CREATIVE HOOK WITH STRONG EMOTIONAL & SOCIAL APPEAL
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DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
My former employer DDB started by introducing the character via traditional broadcast: an empathetic character that
helped explain the product benefit.
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They then took the character into print and in-store.
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DDB got lots of press and blogger pickup. The character had become “remarkable”
– worthy of remark (sharing).
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Let’s see how DDB continued to tell the Salty’s Life story on YouTube with
broacast-quality spots.
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DDB asked consumers to upload photos to a Salty photo contest. They purchased the shakers just to submit photos like these.
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Some even uploaded videos of their kids playing with the shakers, garnering
thousands of views.
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Some staged culinary photo shoots featuriing the shakers.
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People even submitted pasta art.
Think about that: they took the time to create PASTA ART for a brand avatar!
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SO DID IT WORK? RESULTS FOR KNORR
FIRST MONTH:
6000 FACEBOOK FANS
375,000 VIDEO IMPRESSIONS; total media cost: $0
20,000 SALTY & PEP SHAKERS SOLD OUT
HIGHEST SITE TRAFFIC EVER
UNIT SALES ROSE BY 24% OVER THE PREVIOUS YEAR
SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY
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WHAT RESULTS WOULD WE HAVE SEEN IF WE’D ONLY PLANNED SOME SOCIAL MEDIA TACTICS? OR JUST A COMMERCIAL?
PEOPLE RESPOND TO OTHERS – EVEN AVATARS – WHEN THERE IS A PERSONAL CONNECTION
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PARTING THOUGHTS FROM A MARKETER
HELP SENIOR DECISION MAKERS UNDERSTAND THE CULTURE SHIFTS
PLANNING REDUCES FEAR
THINK BEYOND PUBLISHING
A PERSONAL CONNECTION INSPIRES ENGAGEMENT
ENGAGEMENT BUILDS TRUST – AND PEER INFLUENCE IS TRUSTED
LEVERAGE THE VOICES OF THE PUBLIC
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THANK YOU. ERIC WEAVER VP DIGITAL STRATEGY ANT’S EYE VIEW +1 310 494 6492
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ANT’S EYE…WHO? Ant’s Eye View is a management consultancy focused on transforming organizations by integrating the customer’s voice throughout the entire operation. We are composed of the social media leads from some of the world’s large enterprises. We chose the name Ant’s Eye View because we believe in viewing organizations from the customers’ perspective – from the ground up. http://antseyeview.com