education, prevention, suppression... social media? how online engagement can aid in the delivery of...
DESCRIPTION
As the title suggests, my presentation will investigate the importance of social media and online engagement in relation to traditional lines of fire defence. The presentation will include a practical overview of social media, as well as outline specific strategies for designing, implementing and maintaining a cost-effect and efficient social media presence. Highlights will include:• Dispelling common misconceptions about social media• How social media can be used to improve relations with traditional media sources• Branding and how it can impact your online engagementThe final portion of the presentation will include an in-depth look at the roll out of the Chatham-Kent Fire Department's social media strategy.TRANSCRIPT
Education, Prevention, Suppression... Social Media?
How Online Engagement Can Aid in the Delivery of Your Lines of Defence
Presentation will be available for download at
slideshare.com/cikmarketing
Presented by Chantielle KennedyCIK Marketing & Inklyo Ltd.
© 2012 CIK Marketing
Agenda
• Introduction• Part One: What You Actually Need to Know About Social Media
• Branding: Find Your Face• Set-Up• Create a Social Media Policy / Implement Tracking
• Part Two: Lines of Defence – Social Media as a Tool to Define and Achieve Objectives• How Social Media Makes a Difference• Managing the Media Monster
• Part Three: Attraction Tips • Part Four: Chatham-Kent Fire Department Demo / Q & A
© 2012 CIK Marketing
About Me
• President Inklyo Ltd. • Online content development agency
• CIK Marketing • Social media management and online marketing consultant
• A graduate of the University of Western Ontario and student of the Search Engine Marketing Professional Organization (SEMPO)
• Consulted with police services throughout Ontario on the importance of social media and connecting with civilians online
• Assisted in the Chatham-Kent Fire Department's recent social media strategy roll out
© 2012 CIK Marketing
About Me
© 2012 CIK Marketing
Creep Me
www.facebook.com/cikmarketing
www.twitter.com/cikmarketing
www.cikmarketing.cawww.inklyo.com
© 2012 CIK Marketing
Part One: What You ACTUALLY Need to Know About Social Media
1. Branding = Planning
• Find Your Face - www.namechk.com
• Brand Recognition• Chatham-Kent Police Service
• www.ckpolice.com• twitter.com/ckpsmedia• facebook.com/ckpolice• youtube.com/ckpsvideo
• Chatham-Kent Fire Department• www.ckfire.com• twitter.com/ckfiredept• facebook.com/ckfiredept• youtube.com/ckfiredept
© 2012 CIK Marketing
Set Up
2. Don't just jump in – Think First
• What Are Your Objectives, Goals?– Facebook: Page or a Group? NOT PERSONAL PROFILE– Twitter: Multiple people tweeting?
Engagement comfort level?Time commitment?Knowledge of the platform?
© 2012 CIK Marketing
Cover Your Butt! Get a Social Media Policy and Operating Guidelines
Yuck - more paper work.• Eliminate confusion on the part of administration,
firefighters, officers and the public1. Internal discomfort – unsure about implementation:
impede fire response?• Level of understanding
2. Department Protection
Need help? – Contact CKFD and Brampton FD– www.policytool.net© 2012 CIK Marketing
Be Clear and Concise
• Who is responsible for social media management?• What is the procedure?• Make staff and public aware
Facebook Policy ToolsDisclaimer:• Right to remove posts deemed offensive• Comments made do not reflect beliefs, views and opinions of fire
department• Page is not monitored 24 hours a dayBlock List• Offensive words / derogatory terms
© 2012 CIK Marketing
Implement Tracking
Important!
• Justification for using social media• Helps plan future engagement strategies• What's working / what's not?• Handy for annual reports, budget talks
Without proper analytics + tracking = wasting your time
• Facebook Analytics (built in - free)• Sprout Social (third-party paid service)
© 2012 CIK Marketing
Part Two: Lines of DefenceEducation
You all know that Firefighters don't just put out fires…but I don’t.
Social media makes it easy to share brief, informative tips:1. Fire and life safety – events, public training, school visits2. Department information - how department is set up, operates
Push followers back to website for more detailed information.
• Engage civilians– Answer / ask questions– Increase overall understanding
© 2012 CIK Marketing
Prevention
Don’t you just love dealing with open air burns?
• Improve the public's understanding of fire related codes and laws– Share links to downloadable permits, information
sheets, FAQs– Share applicable information at applicable times
© 2012 CIK Marketing
Suppression
• Suppression– Provides an additional venue to broadcast to:• Civilians – Various services (structure fires)– Emergency notices (flooding)
• Media– Tweeting/posting from scene: Train media to expect
this communication - leave officers alone
© 2012 CIK Marketing
SuppressionManaging the Media Monster
But be careful!– When it comes to media - do what you say!Example: – Send a tweet that says "More info to come later."– This means you will provide more info via Twitter -
so don't just send out an email release• Remember: Just 'cause they're following you on Twitter
doesn't mean they're on your media list• Cover all your bases (automation)
© 2012 CIK Marketing
Attraction MethodsShe thinks my tractor fire truck is sexy.
• Photos: equipment, events, funerals– Emotional connection
• Personal connection– Call-signs tied to real people
© 2012 CIK Marketing
Chatham-Kent Fire Department Social Media Demo
• Branding– Twitter "Call Signs"
(Putting a Face to the Fire Department)– Facebook Custom Tabs
• Automation / Ease of management
• If time: look at analytics for CKFD
© 2012 CIK Marketing
Are You Ready to Reach Your Community Through Social Media
Contact Me!
Chantielle [email protected]/cikmarketingtwitter.com/cikmarketingslideshare.com/cikmarketing
© 2012 CIK Marketing