Post on 16-Nov-2014
description
Merging Online & Offline Marketing
Social Media Local Governments WorkshopJune 18, 2014
Importance of IntegratingOnline and Offline
• Reach a broader audience
• More information is available
• More ways to educate target audience
• Harness feedback from target audience
• Tracking
Benefits of IntegratingOnline and Offline
• Cross promote content
• Balance traditional communication and social media channels to reach more people
• Enhance media relations
• Use offline tools to drive online efforts and visa versa
Making the ChangeIntegrating online and offline
• Stop viewing online and offline as separate activities and initiatives
• View all channels as mediums for your campaigns and messages
• Online and offline may have different strategies but should work together to achieve the same overall goal(s)
Examples of IntegrationOnline and Offline Marketing
Add the website and/or social media site addresses to all printed material
• Signage• Brochures• Flyers• Business cards• Mailers
Use social media to promote live events or meetings
Use social media to solicit feedback to improve initiatives and campaigns
Distribute press releases to online wires – not just local media
Examples of IntegrationOnline and Offline Marketing
Use blogs to update the website and cover live events or post recent news or announcements
Record announcements from the Governor and post video to YouTube, Website or Facebook
Post city announcements such as new trash pickup schedule, crime stop policies
Examples of IntegrationOnline and Offline Marketing
Post pictures from city events and tag people/citizens
Use social media sites to report potholes or traffic updates
Integrate emails with social media and the website
Billboards can point to information on a website or Facebook page
Mobile apps are interactive with customer service activities – locations of facilities, registration, report citizen claims
Don’t Discount BlogsIntegrated Strategy
The Government has more than 50+ blogs
Blogs provide a great central hub for information to share via the website, media, press releases, events, social media
Timely, relevant content
Citizen Service IntegrationExample
Citizen requests taken to social media
Responding to citizen requests quickly
Talking about action taken
Citizen ServiceExample
Providing information
Using social media channels in addition to news/media and website channels to provide construction updates
CASE STUDIES
Case StudyAustin, TX
Integrating Facebook and offline(7,000 Likes)
Posting photos from events
Updating on city initiatives such as the “Get on Board” campaign
Highlighting local awards in the media
Highlighting city employees at work making a difference
Case StudyAustin, TX
Integrating Facebook and offline
Charitable causes and pet resourcesDogs always get engagement!
Highlighting city amenities
Case StudyAustin, TX
Twitter (35k followers)
Info on community events (not just govt news)
Respond to public comments
Case StudyKansas City, MO
Integrating Facebook (1,600 likes)
Posting about local sports teamsTying in with time of year, monthly themes
Case StudyKansas City, MO
Integrating Twitter
Everyone talks about the weather
Local photos of the city
Case StudyKansas City, MO
Integrating Twitter (19k followers)
Not shying away from questions/comments
Refer public service questions to other agencies—via public tweets!
Public appreciates seeing city in action
Case StudyNashville, TN
Website IntegrationInnovative Social Media Center on website: clickable directory of all departments on social media
Could include other channels:• Service phone number• Mailing address for comments• Physical address for meetings
GETTING STARTED, NEXT STEPS
Key TakeawaysNext steps
Post about events• Live broadcasting• Photo follow up• Videos• Interviews pre and post• Media coverage
Add URLs to all materials• Signage• Brochures/flyers/biz
cards• Email signatures
Try Live Events/Interviews• Google hangouts with
experts
Next Steps
Identify those thought leaders and key community individuals and connect with them on social media bringing the offline relationship online
Collaborate with city and local agencies online and offline – Promote outcomes online
Post general community interest content
Social Media ScorecardTracking metrics
Track anything at first – Use Excel
Take baseline metrics before campaign or initiative starts
QUESTIONS?
Amy Marshall@amymarshallamarshall@fathomdelivers.com