Putting Northland first 2010 Media Relations Conference.

case study: how we do things at our place

Putting Northland first 2010 Media Relations Conference.

what I’ll talk about

a bit about us how we use Twitter using our website in a crisis online media monitoring learnings & tips

Putting Northland first 2010 Media Relations Conference.

what we do

environmental management public transport flood protection

research consents harbour safety weed & pest control civil defence education

awards regional planning

economic development tourism promotion

Putting Northland first 2010 Media Relations Conference.

our messages

informing our citizens engaging community on issues positive environmental action civil defence alerts & action

Putting Northland first 2010 Media Relations Conference.

council and media

local body politics is about: change and emotion opposing points of view criticism and blame winning and losing

Putting Northland first 2010 Media Relations Conference.

how we operate

small communications team staff induction – media policy compulsory media training see media as an opportunity

Putting Northland first 2010 Media Relations Conference.

what makes news

Putting Northland first 2010 Media Relations Conference.

how we use Twitter.

Putting Northland first 2010 Media Relations Conference.

Putting Northland first 2010 Media Relations Conference.

objectives & metrics

Objective MeasureExtend reach of existing corporate messages online (e.g. news, speeches, web updates, YouTube videos) by building relationships with relevant audiences including intermediaries, stakeholders, and key influencers such as journalists and bloggers

Number of followers; relevance and type of followers; number of web traffic referrals from Twitter to our website content

Provide an informal, ‘human’ voice of the organisation to promote comprehension of and engagement with our corporate messages.

Feedback from followers (unsolicited and solicited)

Provide thought leadership and credibility, increasing our visibility as the experts in our remit within the online space

Feedback from followers (unsolicited and solicited); number of re-tweets (Twitter users repeating our updates); clickthroughs from our tweets

Provide an additional, low-barrier method for audiences to interact with the Regional Council provide feedback, seek help and suggest ideas

Volume and quality of @reply and DM contact from followers; impact of this feedback on the Regional Council

Provide live coverage of events (such as policy launches, media briefings, council and committee meetings) for those who cannot attend

Number of events covered per year; positive feedback on that coverage

Putting Northland first 2010 Media Relations Conference.

www.nrc.govt.nz/twitter

Putting Northland first 2010 Media Relations Conference.

Civil Defence alerts

Putting Northland first 2010 Media Relations Conference.

publish tips & facts

Putting Northland first 2010 Media Relations Conference.

live stream events

Putting Northland first 2010 Media Relations Conference.

ask for help or ideas

Putting Northland first 2010 Media Relations Conference.

thank those that help

Putting Northland first 2010 Media Relations Conference.

link to photos

Putting Northland first 2010 Media Relations Conference.

respond to queries

Putting Northland first 2010 Media Relations Conference.

go behind-the-scenes

Putting Northland first 2010 Media Relations Conference.

create lists

Putting Northland first 2010 Media Relations Conference.

Twitter success

work openly, be accountable keeps our citizens informed extended our audience reach provide additional media alerts

Putting Northland first 2010 Media Relations Conference.

using our website.

Putting Northland first 2010 Media Relations Conference.

Putting Northland first 2010 Media Relations Conference.

Putting Northland first 2010 Media Relations Conference.

using your website

make it easy to access & find update, update, update – 24hrs flexible, relevant, authoritative provide online image gallery helps with media queries

Putting Northland first 2010 Media Relations Conference.

Just wanted to congratulate you on a fantastic website for Northland Civil Defence, with very up-to-date information. It’s a very valuable resource. Congrats to those who spend time keeping it up-to-date.

Breakfast TV, Television New Zealand (July 2008)

”

“

Putting Northland first 2010 Media Relations Conference.

media monitoring.

Putting Northland first 2010 Media Relations Conference.

www.google.com/alerts

Putting Northland first 2010 Media Relations Conference.

www.google.com/alerts

Putting Northland first 2010 Media Relations Conference.

www.netvibes.com

Putting Northland first 2010 Media Relations Conference.

www.addictomatic.com

Putting Northland first 2010 Media Relations Conference.

www.icerocket.com

Putting Northland first 2010 Media Relations Conference.

www.socialmention.com

Putting Northland first 2010 Media Relations Conference.

www.socialmention.com

Putting Northland first 2010 Media Relations Conference.

www.keotag.com

Putting Northland first 2010 Media Relations Conference.

youropenbook.org

Putting Northland first 2010 Media Relations Conference.

summing up

train your key staff be open and honest media is only one channel prepare a crisis plan monitor, prepare, monitor

Putting Northland first 2010 Media Relations Conference.

Thank you.@WebTaniwha | jasond@nrc.govt.nz

Jason DawsonGeneral Manager - Community Relations

0800 002 004www.nrc.govt.nz