desiree peterkin bell
Post on 20-Oct-2014
1.537 views
DESCRIPTION
TRANSCRIPT
Desiree Peterkin Bell 1
The New Paradigm: Government and Social Media
A Fundamental Shift in How We Communicate and Convey Information• Social Media is…
Any tool or service that uses the internet to facilitate conversations.
Ability to identify and engage influential people online.
The great democratization of content and influence.
4E
• Engage to Connect Communities, Resources and Information
• Empower and create opportunities on any scale
• Evaluate the impact and reach • Evolve the use of social media
Desiree Peterkin Bell 6
Desiree Peterkin Bell 7
Metrics can create a bridge between online and offline to document not only the increase of visibility and prominence in social media, but also in the extension and amplification of your audience for all media-related and real-world activity.
Additional Benchmarks (real-time metrics to monitor)Facebook comments, Wall posts and “likes” per update (status, photos, video, events)Facebook RSVPs per eventFacebook “fans”Click-throughs on bit.ly links used for promotion of videoBlog postsTweets to and from your online identity each month and also retweets
oCompared month over monthoCompared to other influencers online
Twitter followersoCompared to others influencers
EngagementoThe number of responses and interactions that occur with direct updates/participation
Increase in fan base (Nielsen/Facebook)Visitors/viewers of content, blogs, etc.Viewers to videos promoted in social mediaOffline media coverage generated as a result of activity on the Social Web (i.e., MSNBC, CNN)
Measurement
Desiree Peterkin Bell 8
Influence is defined by the ability to inspire measurable action.
Traditionally, influence was solely held by the media elite. Today, Social Media has empowered a new class of influencers by providing them with platforms to extend their thoughts and observations, promote them within powerful online social channels, and interact with others in real-time to further establish and create dedicated online communities.
Consumer influence is not necessarily a new discovery, but the Social Web has multiplied the voices of new influence, AND, made it possible for us to find and possibly connect with them.
By using keywords (names, topics, events, etc.) we can identify and sort authorities in social media who host and engage in vibrant and extensive communities…we can join the conversation and empower them to become part of your social media community.
• Blogs• Facebook Groups/Fan Pages• Forums and Discussion Groups• Twitter• YouTube
8
INFLUENCE
Desiree Peterkin Bell 10
POLITICAL BRANDS AND SOCIAL MEDIA STRATEGIES (CASE STUDIES)
10
Desiree Peterkin Bell 11
SOCIAL MEDIA WORKFLOW
*Social Object
*Social Object is defined as program, event, news, “update” from your brand on anything that sparks dialogue
Wall Post on Fan Page
CreateEvent
Tweet from @Michael_Nutter@PhiladelphiaGov
Triggers “likes” and comments
@Michael_Nutter or @PhiladelphiaGovresponds
Every interaction sends an update across individual social graphs and increases the visibility of the original update among those who are not already fans – the more engagement they realize, the quicker the community will swell
Encourages comments + RSVPs
Event Page
Retweets and comments
@PhiladelphiaGov @Michael_Nutter
Influencer Relations
Pitch influencers on Twitter, Facebook, Blogs as @Michael_Nutter (@PhiladephiaGov)
Celebrity Programming
11
@Michael_Nutter#Philly Rising @PhiladelphiaGov
Desiree Peterkin Bell 12
Use a recognized, official and trademarked brand as your profile
Verify account
Tweet More
Follow more people/community on Twitter related to interests
Create Twitter lists (categorize following by themes)
Introduce #hashtags (i.e #Whyilovephilly; #PhillyRising; #AllEyesOnNewark, #Peace)
Tweet links to direct traffic back to site
Invite your followers to join your Facebook and YouTube Pages
Retweet more content, from people you follow
Send @ replies to a few followers and answer some questions (good and bad) on your Twitter feed
Refresh your background and profile photo often (discuss Philadelphia “artist in residence” on Twitter idea)
Promote Twitter feed on dot.com/gov through interactive widgets
12
Activation of multi-platform approach: TWITTER
STRATEGY FOR AUDIENCE ACQUISITION
Desiree Peterkin Bell 13
Integrate Facebook into other platforms (Youtube, Tumblr, Flickr)
Post more content on wall and video tab
Introduce: Dialogue, Questions, Polls, Videos, Photos
Post at least 3 times a day to Facebook
Post links to other site links on the Web
Engage fans through questions and answers
Update Events with promotions
Share and request photos and videos
Continually change the Fan Page photo
Post exclusive content on Facebook only
13
Activation of multi-platform approach: FACEBOOK
STRATEGY FOR AUDIENCE ACQUISITION
Desiree Peterkin Bell 14
Advance a video syndication strategy – on other video posting sites, as well as media distributors (i.e., Cnn.com, AOL, Huffington Post)
Optimize content with keywords and tags
Encourage viewers to subscribe to the channel
Update all content with descriptions
Monitor comments to keep them clean
Post video links to dot.com, Facebook, and Twitter
14
Activation of multi-platform approach: YOUTUBESTRATEGY FOR AUDIENCE ACQUISITION
BE BOLD
Social Networking Pioneers Link with Newark
Desiree Peterkin Bell 17
Results:Results:More than 100,000 youtube hitsMore than 100,000 youtube hitsCity Of Newark mentioned on ‘Late City Of Newark mentioned on ‘Late Night’ for 5 daysNight’ for 5 days$100,000 for Newark Non-Profits$100,000 for Newark Non-ProfitsBrand Recognition and Elevation: Brand Recognition and Elevation: PricelessPriceless
PEOPLE FOLLOW AND SHARE PEOPLE FOLLOW AND SHARE CONTENTCONTENTTHAT THEY CARE ABOUTTHAT THEY CARE ABOUT
Gavin Newsom doubles down on baseball bet. Next up: Philadelphia
THE EVENTTUESDAY, SEPTEMBER 27, 2011NBC10 STUDIOS7P-8P
Join us for a 1-hour live show with
Mayor Nutter Live studio audienceLive streamedLive tweetingModerated by NBC10 Talent
Philadelphians had the rare opportunity to ask questions directly to their Mayor about issues that concerned them and their communities.
Mayor Nutter “Rocks” the Mike
RESULT: REPORTED WIDELY “Sarah Palin said, "I know the lyrics to Rapper's Delight.“
Desiree Peterkin Bell 24
Since the social web is powered by conversations and personalities, our efforts should be rooted in relationship building through active participation, cultivation, and nurturing. We should work to recognize the stature and influence of those influencers we’re hoping to connect with as well as fuel the sharing of Philadelphia’s news, activities, and events across their social graph.
We can efficiently identify online influencers using a series of search tools readily at our disposal, however engaging with them in a meaningful way is an art and science unto itself. We can’t simply “pitch” them or ask them to retweet, post, or comment on our activities. In Social Media, we must lead by example.
The social web is also powered by the practice of “paying it forward.” Part of our success will require the active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter, to show that we ARE listening.
24
A NEW : ENGAGEMENT
Desiree Peterkin Bell 25
In A Nutshell: Social Media
With a defined deliberate strategy, social media can augment any communications plan in government.
Various outlets such as Twitter, Facebook and Youtube can enhance your message, build your brand and create a continuous stream of communication between you and your stakeholders.
You control your message.
Desiree Peterkin BellCity of Phildelphia
267-438-7126@DPBell