riversideca.gov email & social: your best kept secret april 22, 2015 california association for...
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RiversideCa.govRiversideCa.gov
Email & Social: Your Best Kept Secret
April 22, 2015
California Association for Local Economic Development Training
City Manager’s Office
Kaitlin BilhartzMarketing Coordinator
Stephanie Harvey Marketing Manager
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RiversideCa.gov
Who do you need to talk to?All residents?Specific industries?
BUILD YOUR AUDIENCE
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• What will your audience respond to:– Email– Social media
• Other– Direct mail– Online advertising– Print advertising– Content marketing
CHOOSE YOUR PLATFORM
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WHY EMAIL MARKETING?
• Drive Traffic Website• Build Relationships• Cross Promote• Nurture Leads• Land the Deal• Cost Effective
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EMAIL MARKETING
Step 1 – Build An Audience • Ask Them To Opt In• Where are you not asking? – Email/Web– Events– Hosted Meetings– Tradeshows
• New Subscriber Behavior
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Step 2 – Send Email • Segment Your E-mail List– Treat each segment differently
• Captivating Subject Lines• Choose Your Voice • Optimize for Mobile• Test, test, TEST• Send Regularly
EMAIL MARKETING
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EMAIL BRANDING
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EMAIL MARKETING
Step 3 – Measure Success• Open Rate• CTR & Increase in web traffic• Leads• Unsubscribes– Frequency - #1 reason for unsubscribes–More Links = Higher CTR
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• Email Capture• Welcome Emails• RFPs • Integration with
CRM
AUTOMATION & DRIP CAMPAIGNS
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• Cost• Self-paced• Networking• Exposure• Testimonials• Generate leads• Stay top-of-mind
WHY SOCIAL MEDIA?
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YOU CAN’T DO IT ALL
• Choose the right platform• Claim your domain, even if you aren’t
currently active– Consistency• RiversideCAgov vs. CityofRiverside
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• Hootsuite–Mentions, scheduled messaging, hashtags,
manage multiple accounts
• Bitly– URL shortening service– Tracks clicks
• Analytics.Twitter.com– Impressions, engagement, RT,
replies, clicks
ANALYTICS: IS IT WORTH IT?
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• Phone, website, email• Disclosures• Special hours of operation• Best way to reach• Other platforms
UPDATE CONTACT INFO
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• Find your voice• Human element• Professional yet approachable
SAY WHAT?
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SAY WHAT?
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SAY WHAT?
• Stay relevant, post real-time (or close to)
• Spell check– An embarrassing typo can cause a world of
hurt and is easily avoidable.
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• Timely• Insights: Best time based on
demographics• Consistency: Goldilocks• Quality vs. Quantity• Develop a schedule –#TBT–#WordlessWednesday–#ThoughfulThursday
KEEP A PULSE
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• Engage: “Tell us”• Don’t yell; invite them to the party• Two-way street• Inform & Inquire• Answer questions within 24 hours• Cross-promote; build business alliances
& networks
BUILD A RELATIONSHIP
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BUILD A RELATIONSHIP
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BUILD A RELATIONSHIP
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• Call-to-action– Refer to website/blog/landing page– Hashtag
MAKE IT HAPPEN
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• Visually appealing• Photos: simple, not too busy• Infographics• Easy-to-read charts• Behind-the-scenes (i.e.: Mayor, off-limit
locations, etc.)
BE EYE-CATCHING
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BOOST IT
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BOOST IT
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• Easy to connect• “Insider” knowledge• First to know• Something they can’t find on Google• Shareable content
MAKE IT SPECIAL
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• Remain calm under pressure• Don’t let the Negative Nancys get to
you– “We apologize you feel that way…”– Combat with positivity/options
• Don’t delete unless harassing.
STAY COOL
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1. Make a good impression: Intriguing subject line
2. Timing isn’t everything, but it’s important
3. Refine sign up process and email targeting. Scrub lists.
4. Monitor engagement and open rate5. Use a consistent voice
FIVE TIPS TO IMPLEMENT TODAY
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• Produce Once, Share Everywhere – BUT use unique and different messages
based on audience and medium
• Content Calendar
TOOLS
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Resources
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Stephanie HarveyMarketing Manager City of [email protected] @mrssmharve
Kaitlin BilhartzMarketing Coordinator
City of [email protected]
@kbcruising
ContactQuestions?
Dennis ErokanPlacemaking Group
HFS Consultantswww.PlacemakingGroup.com
510-835-7900 ext. 203925-381-1746 mobile