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Selecting the Right e‐Medium for the Message
Laura Schieber, Vivanti GroupICMA Conference Presenter
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Laura Schieber, Principal Vivanti Group• Why am I here? • What will I accomplish? • What can you glean from listening to me?
– Introduction– Demographics / usage– Social media channels– Best practice examples for municipal social media– Social Media 101, 201, 300
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social media has overtaken porn as the #1 activity on the webhttp://dianehughesdotcom.wordpress.com/2013/06/26/social‐media‐a‐great‐video‐with‐some‐surprising‐stats/
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highly addictive
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social media demographics
62%
71%
Male
Female
55% 60% 65% 70% 75%
Gender
User % Of Each Group
65%
68%
72%
60%
62%
64%
66%
68%
70%
72%
74%
White, non‐Hispanic
Black non‐Hispanic
Hispanic
Race
83%77%
52%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18‐29 30‐49 50‐64 65+
Age
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facebook is king
83% 5.7% 1.9% 1.7% 1.4% 6.1%Facebook Tumblr Pinterest Twitter Linked In Other
Share of time spent on various social media channels
Facebook is the #1 website on the Internet
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social media trends
Visual Marketing
Video
Mobile Marketing
55+ Social Media Users
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largest 75 cities get social• Nearly all city sites allowed comments and presented policy content such as discussions of city budgets.
2012 University of Illinois at Chicago study
87%87%75%
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governments are using social media for everything from handling 311 service requests to hosting real‐time interviews with public officials to crowdsourcing ideas around public policies.
Information Week, Feb. 27, 2012http://www.informationweek.com/government/enterprise‐applications/top‐14‐government‐social‐media‐
initiativ/232601128
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city business@NYCMayorsOfficeTweets on city news,
links to press conferences,
responses to citizen questions about city policy, and more.Best Twitter Practices:
‐Real‐time updates‐Replies & conversation‐Cross‐references ‐Links to photos
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tourismVisit Dallas planted giant B and G letters
around the city inviting people to put the I in Big. The campaign has been a tremendous success.Best Facebook Practices:
‐Visual‐Fun‐Social / involving people‐Quirky / unique
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events
Best practices:Reinforce event branding.Generate buzz with social
contests.Event photos.
Maintain connections over the year.
Best Practice – 70‐20‐10 RuleBrand Building: 70%Sharing : 20%Promoting: 10%
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safety
Coverage Includes:Safety tips, historical
photos, news, memorials
Twitter ideal for real‐time updates, traffic Real‐time updates about fire
locations and status. More serious news‐focused tone.
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community building
Special tab to report a problem and request service
people.
Best practice:Be social – support real‐world activities and connect with
people.
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parks & recreation
Pinterest is a great way to
show potential visitors what
your town has to offer.
Showcase your visual assets using a visual
medium like Pinterest.
Community boards let others pin.
community .
Best practice: Pinterestusers love projects and activities. Showcase your craft guild and highlight activities and fitness opportunities in your
community .
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getting started• 1.0
– Listen– Establish goals & policies– Plan – Schedule– Focus / streamline – 70/20/10 rule– Outsource
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raising the bar• 2.0
– Monitor & report– Find your voice– Grow audience– Showcase success stories – Automated tools – Reputation Management /
Crisis Management– Collaboration on documents,
ideas, events for the organization
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imagine the possibilities• 3.0
– Regular blogging– Twitter as EMS channel– Twitter as voting mechanism– Facebook as public discussion forum– Podcasts / YouTube
http://www.firebellymarketing.com/wp‐content/uploads/2013/07/36‐rules‐social‐media.png
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a few resourcesNEWS / TRENDS• Mashable• SlideShare• HubSpot• Marketing Profs
GOV SOCIAL MEDIA TRENDS• Gov Loop• Gov Delivery• State Tech
MONITOR/REPORTING• Hoot Suite• Radian6• Klout• Google Alerts• Social Mention• Tweetdeck
Please share your favorites with me!
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Questions/Comments?Laura SchieberVivanti Group
[email protected]@vivantigroup
Vivantigroup.com(214) 828‐0555
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