Social Media for Parks & Recreation

Transcription

1 Scial Media fr Parks & Recreatin What is Scial Media? Web-based and mbile technlgies used t turn cmmunicatin int interactive dialgue Its purpse is t allw individuals t cnnect with ne anther (r a business) regardless f physical lcatin Frms include: Blgging, scial netwrks (Facebk, LinkedIn, etc.), micr blgging (Twitter, Ggle Buzz, etc.), vide/pht sharing (YuTube, Flicker, etc.) and mre Why Shuld We Use It? Marketing/advertising is becming less f an interruptin based/ne-way message blasting, scial media allws fr cmmunicatin t be interactive with ur guests Electrnic cmmunicatin tls imprve the ability t share infrmatin in a mre cst effective way and with a brader range f impact It is a platfrm that allws cmmunicatin with thse wh want t receive it As a business tl, it allws us t cnnect with ur audience in a way that has becme familiar t them Hw D We Get There? We wrk t build relatinships, awareness and ur brand visibility by fllwing an established path fr effective Scial Media Listen t ur audience Define bjectives and target audience Develp a plan and needed cntent Integrate with ther marketing Engage with ur audience Measure success Adjust as needed (this is a fluid and grwing media)

2 The Plan Phase One: ORGANIZE IN-HOUSE SOCIAL MARKETING POINT PERSON(S)* Maintain ability t bradcasting ne cnsistent message/vice that supprts the rganizatin Have an alternate pint persn fr when key lead is nt able t manage Scial Marketing duties (e.g., illness, vacatin, etc.) Guide nging scial initiatives and advise marketing n scial brand evlutin Track activity/results Lead internal trainings LISTEN/TRACK EXISITING WEB/SOCIAL MEDIA DIALOGUES ABOUT PARKS & RECREATION Mine cnversatins n the internet regarding Parks and Recreatin, ur rganizatin in particular Find key fllwers wh can assist in building ut scial media cmmunity See hw we can best cntribute t these cnversatins OPTIMIZE EXISTING WEBSITE O Maintain a marked presence n City website and ensure we are currently making the mst f existing platfrm and build/expand n it as needed (e.g., increase pstings f department calendar events and phts, increase accuracy and timeliness f cntent as needed, add scial media buttns as develp) O Address CMO cncerns that website is still the main cmmunicatin vehicle fr the City CREATE E-NEWSLETTER/ DATABASE See E-Newsletter page fr infrmatin Phase Tw CREATE A FACEBOOK PAGE FOR ENGLEWOOD PARKS & RECREATION See Facebk page fr infrmatin ESTABLISH A BLOG FOR ENGLEWOOD PARKS & RECREATION See Blg page fr infrmatin Phase Three EVALUATE IF TOOLS ARE YIELDING RESULTS See if effrts are increasing prfile fr ur Department Identify prblems in the tl r apprach being taken GAGE IF EXPANSION OR SPECIAL INTEREST PAGES ARE WARRANTED Evaluate if added channels r separate pages are needed fr targeted audiences r t fill gaps See hw best t crss prmte new channels with existing nes Plan hw t integrate new tls/channels with the rest f the scial media plan Phase Fur MONITOR, EVALUATE AND ADJUST AS NEEDED ON AN ONGOING BASIS RINSE AND REPEAT AS NEEDED * Mre infrmatin n Optins Page

3 What Will We D Create a Central Parks & Recreatin E-Newsletter HOW: O Create a campaign t build pt-in database Prmte e-newsletter thrugh the Play guide and at facilities/ events O Recruit/develp cntent fr e-newsletter O Design/update template O Mail ut cnsistently n a bi-mnthly basis Drive fans t take actin such as signing up fr e-newsletter r t visit registratin website Create E-Newsletter Only ffers Mail ut every ther mnth starting n the Tuesday f the last week f the mnth, starting April 24 BENEFITS: Branding: Helps us build ur brand and be mre recgnizable Custmer Engagement: Prvide a regular custmer tuch pint and help build custmer lyalty Drive Website Traffic: Include a link t ur website encuraging subscribers t visit ur website fr mre infrmatin and registratin pprtunities Custmer retentin: It is anther avenue t cnnect with ur custmers, interact with them, and have them feel appreciated as well as infrmed abut new activities/prgrams between guides Business Humanizatin: Offers an utlet t d features and did Yu Knw fun facts that custmers may nt have access t therwise Cst Effective: Require minimal upfrnt csts cmpared t print and ther direct mail pieces Trackable: Can gauge fr web analytics what cntent resnates with readers, ffering further understanding f custmer needs/interests s we can prgram effectively INVESTMENT Staff time t develp subscriber Staff time t develp cntent and update template O Minimal mnthly fee fr service based n number f s in the list Range $15 fr 500 t $74 fr $10,000 MEASUREMENT O Track results frm pt-in/pt-ut database f subscribers O Track results frm return f special ffers prvided nly thrugh this channel O Analyze statistics kept frm service reprting sftware and website analytics (Open rates, bunces, click thrughs, etc)

4 What Will We D Create a Central Parks & Recreatin Facebk Page HOW: Create Facebk Fan page and get a custmized urn Prmte new page t ur e-newsletter recipients and thrugh the Play guide Pst Cntent regularly and interact and engage with ur cmmunity and clients cmments Engage with partner rganizatins by cmmenting n their psts and engaging their supprters Drive fans t take actin such as signing up fr e-newsletter r t visit registratin website Create Facebk Fans Only ffers Fllw the 70/20/10 Facebk Rule t be effective (70% pstings add value tips, hw-t s, events/class inf; 20% pstings share ther cntent related articles/pstings/blgs links; 10% pstings abut the business sales, new classes, cntests, sales prmtin) BENEFITS: Branding: Helps us build ur brand and be mre recgnizable Custmer Engagement: Entice, engage and invite custmers t ur business thrugh a variety f marketing initiatives prmtins, cntests, events, sales, special ffers Drive Wed Traffic: Include a link t ur website n yur Facebk page t encuraging fans, friends r interested parties t visit ur website/registratin pprtunity Reputatin Management: Allws yu t speak directly t custmers and allws yu t see what they think f us, hear suggestins fr imprvement. Acquisitin f New Custmers: Thrugh sharing with existing custmers, it may pen up a new wrld f custmers t us Custmer Retentin: It is anther avenue t cnnect with ur custmers, interact with them, and have them feel appreciated Viral Marketing: Viral marketing is wrd f muth n warp speed, ptential exists t create excitement abut ur services/prgrams and have wrd spread farther, faster Business Humanizatin: Helps put a face t ur services/prgrams, especially since s many steretypes exist regarding gvernment INVESTMENT Staff time t develp cntent, update and respnd/engage with cmments/cnversatin O Once initial set-up is cmpleted, ideally 2-4 hurs per week with at least ne psting per day r ne psting every ther day O N external financial cst unless we want t advertise ut page elsewhere n the web MEASUREMENT O Referrals frm ther scial netwrks O Number f Likes / Fans and shwing cnstant grwth O Track shares f ur infrmatin pstings Tracking via web analytic/dashbards (Ggle trends, netvibes, scial mentin, etc.) t see # f visits and time spend, t see if key wrds/pstings are triggers

5 What Will We D Create a Central Parks & Recreatin Blg HOW: Create a Blg Page and get a custmized urn, r maintain n the City Website Prmte new page t ur e-newsletter recipients and thrugh the Play guide Pst Cntent regularly and interact and engage with ur cmmunity and clients cmments Drive fans t take actin such as signing up fr e-newsletter r t visit registratin website BENEFITS: Branding: Helps us build ur brand and be mre recgnizable Establish Expertise and Credibility: Prvides a platfrm fr demnstrating yur industry understanding and insights that led t yur apprach Becme a Resurce: Establishing a psitin f expertise makes us a resurce fr industry influencers such as the media and ther blggers. Create a Dialgue: Interact and engage with ur cmmunity and clients cmments Search Engine Visibility: Blgs are very pwerful in terms f SEO due t thught leadership (vs. prmtinal), access t blg specific directries (eligible fr mre than standard website), their subject timeliness, and fr being link bait Drive Wed Traffic: Include a link t ur website n yur Facebk page t encuraging fans, friends r interested parties t visit ur website/registratin pprtunity Reputatin Management: Allws yu t speak directly t custmers and allws yu t see what they think f us, hear suggestins fr imprvement. Business Differentiatin: Prvides an pprtunity t shw hw we are different frm cmpetitrs Custmer Retentin: it is anther avenue t cnnect with ur custmers, interact with them, and have them feel appreciated Business Humanizatin: Helps put a face t ur services/prgrams, ffers an utlet t d features and infrmatinal pieces that custmers may nt have access t therwise INVESTMENT Staff time t develp cntent, update and respnd/engage with cmments/cnversatin O Once initial set-up is cmpleted, ideally 4-6 hurs per week with at least ne psting per week O External cst can be nne t minimal mnthly/annual fee depending n the Blg hst site MEASUREMENT Blgs are a lng term strategy, usually d nt see results fr 6-7 mnths O Track visitrs and cmments Tracking via web analytic/dashbards (Ggle trends, netvibes, scial mentin, etc.) t see # f visits and time spend, t see if key wrds/pstings are triggers Requests fr infrmatin frm media and ther industry influencers Track shares f ur infrmatin

6 Optins Create Team Scial Purpse: T take key investrs, help share the scial marketing effrts (time, cntent, listening, analyzing, etc.) while keeping all in the mindset f bradcasting ne cnsistent message that supprts the rganizatin Functins/Gals include: Identifying parks/rec staff wh are interested in pursuing scial media, guiding nging scial initiatives, have buy-in n Department guidelines, track results and crrelate data acrss systems, advise marketing n scial brand evlutin, lead internal trainings, prvide an escalatin path fr ptential prblems, and lead the culture shift by example Prs: Share the wrklad, time/writing investment with mre interested parties Cns: Cnfusing vice t fllwers, scattered image n web rather than cnsistent Outsurcing Scial Marketing Purpse: T have an effective launch as these are experts in their industry Prs: Able t increase nline discverability, maximize discvery and wrd f muth, mnitr and build reputatin fr us while advising us n next steps r alteratins t make, assist in develping cntent fr us Cns: Expensive ($1200-$1800/mnth), transitining back t ur management in the future Expanding int Other Scial Markets Purpse: T reach ther custmers/new custmers nt using Facebk, E-newsletter r Blg thrugh their preference f SM Prs: Reaching ther custmers where they are, areas t cntinue grwth/expand in the future Cns: Spreading urselves t thin ut the gate, nt able t keep up with demands fr multiple platfrms resulting in lack f effectiveness n ne r all effrts Where Might These Be? Twitter (Micrblgging) Flickr (Phtsharing) YuTube (Vide Sharing) FurSquare (Lcatin Special Offers/Visit Tracking) Pinterest (Idea Bulletin Bard) Tumblr (Blgging Platfrm) LinkedIn (Prfessinal Reputatin Building) Expanding with Targeted/ Diverse Pages/Outlets Purpse: T reach targeted audiences within ur custmer bas Prs: Reaching ther custmers where they are, with the specific infrmatin they want Cns: Spreading urselves t thin ut the gate, nt able t keep up with demands fr multiple visibility resulting in lack f effectiveness n ne r all effrts, lack f cnsistent vice/message

7 Scial Media Strategy Wrksheet Prgram Area/Department: Scial Media Prject Lead(s): Date Submitted: Date Apprved: / / / / Scial Media Channel? Facebk YuTube Pinterest Other Blg Flickr LinkedIn Twitter FurSquare Tumblr Prpsed Channel Name/Handle/Address: Please include answers t the fllwing questins fr each area f Scial Marketing yu wish t use keeping in mind the fllwing criteria: Gal (e.g. build buzz/awareness, prmte prgram/event, create a cmmunity fr a specific audience) Metrics fr Success (e.g. buzz/cnversatin, brand awareness, traffic t website, subscribers/fllwers/fans, audience insights) Cntent Type (e.g. event updates, news items, interviews, blg psts, phts, trivia, questins) Crss Prmtin Strategy (i.e. scial media tie-ins t cmpanin SM channels, marketing, print materials, website, etc.) Tracking Tls(e.g. bit.ly links, Ggle Analytics, Facebk Insights, YuTube Insights) 1. Are yu creating a scial media channel? 2. What related channels currently exist? 3. Hw d yu plan t crss prmte with existing City/Parks and Recreatin channels? 4. Wh will administrate this applicatin? 5. D yu have a planned editrial calendar? 6. What cntent types will be shared? 7. D yu have enugh cntent/phts/vide t supprt yur applicatin? 8. What is yur planned cntent psting frequency? 9. Will yu slicit cntent frm yur fllwers? 10. What type f cntent will be slicited? 11. What is yur planned mnitring/respnding frequency? 12. Hw will yu acquire fans? 13. Will yu ffer cntests r discunts? 14. Hw d yu plan t measure yur results? Psting guidelines Please review the City f Englewd Scial Media Plicies and Prcedures dcument as well as the Englewd Parks and Recreatin Psting Guidelines fr infrmatin n transparency, cmmunity/cmment management, cnfidentiality, representatin and maintenance.