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Convert P&E Winners into Social Media Boosters

A Recycle Coach WebinarBarbara McConnell, APRWednesday, May 31, 2017

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Today’s webinar

Squeezing extra value out of existing P&E materials and images

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Traditional strategic planning

Campaign/Messaging Goal

Print Broadcast Web

Social

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Commun-ications

Program or Campaign

Offline tactics

Social/Digital

Web & Email

Commun-ications

Events/Network

Marketing

Broadcast/Print Media

Integrated strategic planning

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But first, a little housekeeping…

Barbara McConnell, APR

Has worked as a communication specialist for municipal solid waste management▪ Strategic planning▪ Program design▪ Tactical planning and implementation▪ Measurement and monitoring▪ Evaluation

President McConnell Weaver Strategic CommunicationCommunication Coach for Recycle Coach

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Host & Sponsor - Municipal Media

• Founded in 2001

• Headquartered in Toronto

• Created RecyclingCalendars.com

• Launched my-waste® App in 2011

• Launched ‘my-waste® website plug-in widget in 2014

• Launched Recycle Coach ® in2016

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RecycleCoach.com

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During this webinar…

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Who’s connected?

Almost everyone

….which is why we can benefit by converting our creative assets to social mediacampaigns

13Source: Smart Insights: http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

14Source: Smart Insights: http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

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8 in 10 on Facebook

• 79% of online adults use FB• On the rise• Greatest amount of engagement

re time• 76% of users report check in daily

Other platforms holding steady

• 32% Instagram

• 31% Pinterest

• 29% Linked IN

• 21% Twitter

… and let’s not forget You Tube and Snapchat

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Municipalities use…

72% of ON Municipalities on Social media; 7% increase over prior year

Source: Redbrick Communications (redbrick.ca) 2016

Ontario, Canada snapshot

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Municipalities use… -2

In US*, 2/3rds of counties and municipalities had official SM presence as early as 2011

*OECD: Organisation for Economic Cooperation and Development

Over 90% prefer FB

Twitter 70%

Blogs 20%

Lots of other channels, too

US snapshot

FYI - Recycle Coach FB web-app available free

Recycle Coach clients can get a Recycle Coach FB web-app

- Creates interactive FB for municipality or waste department

- Direct access to collection schedule, reminder functions, even “What Goes Where” search tool

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Benefits to adding the Recycle Coach web-app to Facebook include:

- Enhancing your department’s Facebook page with rich educational content- A user friendly, easy to navigate waste resources information app that is highly responsive, with faster access to information. - Another platform that residents can

use to access the ‘What goes where?’, collection reminders and personalized collection calendars.

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Commun-ications

Program or Campaign

Offline tactics

Social/Digital

Web & Email

Commun-ications

Events/Network

Marketing

Broadcast/Print Media

Integrated strategic planning

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Our target residents - who uses FB?

Instagram – 33% of 30 – 49 year olds Twitter – 25% of online adults

Millennials & Younger Gen Xers – high FB users

Older Gen Xers & Boomers – increasing use • 62% of online adults 65 and older use FB,

up 14% from previous year• More women than men: 83% vs. 75%

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Share and respond

• Understand what each audience wants• Older – content driven• Younger – selfies, more personal stories

• From ‘telling’ to ‘storytelling’• Use visuals as shorthand to build

storylines

• Be interactive, build conversations • Ask questions• Hold mini contests• Post link to Recycle Coach quiz• QR codes, apps, hashtag campaign

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Tool - 4 Cs - Catalogue and Convert creative assets

Key MessageTarget

AudienceCreative list Text Post to… Date

1. Catalogue

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2. Convert – Example: Iowa City, Iowa

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Example: Iowa City, Iowa – Convert to social media posts

- At least 10 posts showing what material groups would go in the recycling bin vs. in the green garbage cart

- Ask residents to post comments to say whether “they got binned”. Ask a few friends to get it started by adding comments.

- Insert dialogue bubbles over the bins and have the garbage cart burping out recyclables and the blue bin saying thanks.

- Post a photo of the mayor with his bin and holding up print materials available for pickup at city hall

Most of this can be done easily in your office or with local (in house talent).

- Create a hashtag campaign i.e. #IOWArecycles or #showyourbin or #recyclerightIOWA; start up a photo and post campaign to invite residents to show how they get their materials to the curb or what they put in their bins

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Tools – 4 Cs - Consistency and Complementary

3. Consistency

• Messages, branding are consistent between offline and digital/social media channels

4. Complementary

• Build messaging for synergistic impact: sum addsup to more than the parts (all parts – print, electronic,direct mail, social media, etc.) support one another

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3. & 4. Consistency and Complementary

1. Print calendar: valued communications tactics

2. With added interactive components, e.g. QR code to waste App

3. And acting as conduit to social media

4. Repurposing & amplifying calendar graphics for social sharing

Northumberland County, Ontario

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Best Practice – Compelling Visuals

4 bright ideas to keep in mind

1. Visuals vs. Text

2. Cute makes emotional connection

3. Faces improve FB use

4. Colours matter

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1. Visuals vs. words

Brain processes images

60,000 X

faster than text

John Medina = Brain Rules

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2. Emotional connections

Puppies, kittens and babies most viewed images in social media

3Xs more effective in visual materials

"The Power of Kawaii," researchers: 2012 study

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Graphic by Visually

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Bright and bold, the colours convey a sense of excitement and at the same time trust.

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Best Practices - Successful Posts

• Organic and curated information

• One a day (FB)

• Post at optimal times: noon, after 5 and on weekends

• Encourage conversations by asking questions, fill in the blanks and contests

• Plan and schedule posts (using a scheduler) so they post automatically throughout the period

• If you’re executing a campaign, use boosts

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Good example of how to use an emotional connection to build a following:

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Social media adverts – Facebook rules

• Facebook grid/upload tool• Till recently, any ad with more than 20% text on a

photo would be rejected

• Relaxed now, but link between text and ROI

• Photos with faces perform 50% better

• Strategic ad development• Use the grid

• Text – consider what goes into title, headline etc.; where will it sit, will it be read

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Scheduling posts

• Planning posts is an essentialstep in effective community-building.

• Download easy to use social media plan by googling• Post as drafts on Facebook

and schedule to go out automatically(FB recommends 1Xday)

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Don’t miss social media blogs

• blog.hubspot.com

• Socialmediamarketing.com

• NeilPatel.com

• SproutSocial.com

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Cheat sheet: 5 tips to repurpose for social media1. Break copy from print (blog, e-news, calendar, etc.) into tweets and posts and

seasonal ‘mini campaigns’.

2. Emphasize value of actions in call to action, e.g., “you can make a difference” vs. “learn more”.

3. Create excitement with contests, special offers, etc. that link social and offline media.

4. Deploy micro campaigns: hashtag, follower of the month, join the conversation, photo campaigns.

5. Cross-promote via multi-media (e.g. social media to draw followers to event, photos of event for calendar, social media; comments uploaded to twitter; value promoted via blog etc.).

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Next Recycle Coache-Learning Webinar Fall 2017

John MacDonald

Director of Sales

T: 1.855.343.3363 ext.119

E: jmacdonald@recyclecoach.com

Barbara McConnell, APRbmcconnell@recyclecoach.com

Julie Huangjhuang@recyclecoach.com

Content copyright Barbara McConnell, McConnell Weaver Strategic Communications, 2017