eleven myths about social media
TRANSCRIPT
And How to Overcome Them
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Presented by Samantha Villegas, APR
President, SaVi PR, LLC
January 10, 2014
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•20+ years in communications
•12 in water
•Accredited
•Environmental focus/social marketing
•Agency, government, corporate
The jury is
not out. It is applicable, and
worthwhile to water
utilities.
It will work, if
you know how
to work it.
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Our Customers
Aren’t Using Social
Media 1
According
to the
Pew
Research
Center
Yes, they
all are.
Social Media is
Not For Water
Utilities 2
Cooking
Use forCooking
Don’t
Drinking
Don't
Use Tap
The Trust Factor
Social Media and
FOIA Regs Don’t
Mix 3
0 20 40 60 80 100
White House
Agriculture
Commerce
Defense
Education
Energy
EPA
HHS
DHS
Other
Flicker
You Tube
1. Capture and
store records
2. Public
awareness of
public record
We don’t have
time for another
thing. 4
Your Company
Customer
Customer
Customer
Customer
Your Company
Customer
Customer Customer
Customer
It’s a fad. It can’t
be used for
serious social
issues.
5
Emergency Communications
No #fios in South Riding this am.
What’s up @verizonlocal?
Sam Villegas, APR @samanthajvilleg 29 July
Expand
Customer Service/Troubleshooting
@samanthajvilleg We can help you! Follow then DM us so we can get some more info from you.
Expand
Verizon Support @verizonlocal 29 July
Customer Service/Troubleshooting
Customer Service/Troubleshooting
Hi, I am in south riding, with no signal.
Hi, sorry for the troubles. Just to make sure we are on the same
page, its your internet signal, right?
Haven't checked Internet, it's my TV internet seems ok. just tv for now.
Have you tried rebooting the set top box? Unplug for about 15
secs then plug it back in. Let me know if that works.
Will try that, thnx
Great! Reach out to us here anytime. We are available 24/7.
Have a great day!!
This will just
open the
floodgates of
criticism.
6
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I can set it and
forget it! 7
I can give this job
to an intern or
college grad. 8
Yippee! More
ways to push our
messages out. 9
It works because
we have 1,000
followers. 10
Pinterest is just
for fashion or
crafts. 11
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Step One:
Identify Goals/Success Measures
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Increase customer awareness of XX’s investments in infrastructure and the value of water and water service.
Improve customer perception of XX as a company that cares about its customers, and as a company customers can trust.
Educate customers about the various watershed and infrastructure challenges XX addresses through its community involvement, research and investments.
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Step Two:
Consider Your
Audience
40
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Bill-paying customers
•City A
•City B
•City C
•City D
Influential individuals
•City officials
•Chamber leaders
•Politicians
•Media reps
•Geographic influencers
Community partners
•Local environmental groups
•Local university personnel
•Local library personnel
•Other Utilities
•Miss Utility
•State DEQ and DH
•EPA Office of Water
Step Three:
Develop The
Content Strategy
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Read Relevant News
Review Key Word Streams
Comment/Answer Questions
Reply
Post
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43
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TWITTER FACEBOOK
106 as of August 15 | 250 as of Dec 31 49 Likes as of August 15 | 250 as of Dec 31
BRAND ATTRIBUTES (measured as % that says Yes/Extremely/Very Satisfied
Goal
42.6%
YTD
46.4%
Satisfaction for price paid
47.2% 44% Recognition of infrastructure challenges
16.8% 12.8% Awareness of infrastructure investments
56.8% 57.7% Awareness that portion of water bill supports investments in aging
infrastructure
Step Four:
Measure Your
Success
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Fans and Followers
Survey result changes
Sustained (daily/weekly) shares and engagement
Total number of shares, retweets, comments, interactions
Hi-profile shares and retweets – by target influencers
Step Five:
Evaluate and
Change
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Engage, Entertain, Empower and
Educate
Hi-rated content: operations response, archives, employee
news
Low-rated content: advocacy, press
releases, volunteerism
Genuine, human voice, not corporate
speak.
Shows customer appreciation
Live tweet events, with hashtag
created, so event and news is findable
Provide hours of response and
adheres to them
Allow 3rd-party postings
Quick response times
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571-577-7477