Social media bootcampInnovate! Communicate!Gerry McCusker & Ross Monaghan

Today’s workshop

Benefits + risks of social media.Focus on strategy, not tactics.Defending your online turf + registering your presence.Set-up and develop a Facebook page and ad.Look how local government is integrating social mediaMonitoring, brainstorm some ideas...and then...

Welcome

http://www.socialmedianews.com.au/social-media-statistics-australia-september-2011/

Old media v Social media

• Increases real-time intelligence • Opportunities for smaller budgets to do bigger things • Turns staff into a knowledge, intelligence and reputation frontline• Increase options/decrease costs of stakeholder communications• Personalise the conversations• Ability to enhance stakeholder relationships and reputation• Fosters creativity & collaboration in the workplace

Social media benefits councils Which tools for which purpose?Source: http://www.cmo.com/

• What communication challenge are we facing - TASK• We ready for transparent, 2-way comms - ATTITUDE• Who/where are our “social” audiences - MONITOR• Our objectives from this engagement - REALISM• Will our communication benefit them - ADD VALUE...

Strategy before social media

• How it supports our other Comms effort - LINKAGE• Tactics/ideas to engage that audience - FRESH • Our language & personality - MORE HUMAN• What’s our priority - START MODESTLY• Budget/resources and ROI - EVALUATE

Strategy before social media

First register your presence Registering your presence

Registering your presence Registering your presence

Registering your presence Registering your presence

Registering your presence Registering your presence

Getting the name right.

A few places to check your usernames:

http://www.uniteddomains.com/http://www.namechecklist.com/http://namechk.com/http://knowem.com/

Registering domain names:http://smallbusiness.yahoo.com/domains/

Defending your turf Registering your presence

Getting our email addresses

mail.aim.com/ mail.yahoo.com www.gmail.com/ www.live.com/

Think about who owns your social media accounts - employees - can they take it with them?

Do you have a policy/agreements. Access to databases?

Have a master list of passwords. Keep it safe, change the passwords.

Registering your presence Registering your presencehttp://www.google.com/submityourcontent/

Setting up a Facebook pagehttp://www.facebook.com/pages/create.php

Setting up a Facebook pagehttp://www.facebook.com/help/pages

Setting up a Facebook pagehttp://www.facebook.com/username/

Facebook content tips

• Create a dynamic, updated page - regular, fresh material inc. YouTube video box, promote interactivity via discussion board icon, ‘Like’ buttons etc

• Post stuff that’s of viral value - remember when a ‘fan’ interacts or likes your stuff, it features on their site, is exposed to their network, boosting your image

• Lean on, refer to, promote with other platforms in your network - as with viral value, it’s about attracting users by linking from all possible sources

• Is page Google-able - by default, Google can find your Facebook page (dep on privacy settings being set to ‘Published’)

• Use Facebook Ads for marketing/promotional events - like Google Adwords, you can purchase keywords, define territories, to draw in users

Social media monitoring Online monitoring tools - Googlewww.google.com/alerts

Online monitoring tools - blogswww.technorati.com

Online monitoring toolswww.keotag.com

Online monitoring toolswww.addictomatic.com

Online monitoring tools - Twitter

www.monitter.com

Online monitoring toolswww.socialmention.com

Mosman council case-in-point• Early as 2005, using two-way tools incl blogs, Flickr

• Aug/Sep 2010; 13,741 Flickr views, 700 Tweet clicks and 30 RTweets

• Visits to council website up 22% in one year

• Additional traffic being driven from social media sources

• 5000 visits to community/campaign sites; Mosman Readers

Example of council social media Other social media tacticshttp://pinterest.com

QR codes

Other social media tactics How could we use this...QRstuff.com...or just Google QR code generator.

YouTube content without the cost Starter council social tactics• Facebook - softly softly lead with recreation services, backed

by contact, directory and services list - use as customer service tool

• FourSquare check-ins - galleries, gyms, indoor courts, pools; register venues so people can peer-promote their use

• Monitoring - manage online issues before they become media fuel

Starter council social tactics• Online PR - promote good PR news across major search

engines

• QR codes - shorthand link of mobile devices to campaign content

• Twitter - instant message updates and info, direct from source

• Video sharing - YouTube world’s 2nd largest search engine

Selling it into the senior managementTie it to their personal experience - kids, family, friendsAn essential of risk and reputation managementHighlight how it integrates to/supports trad commsRefer to your mini-strategy - join the dots for themShow you have cautious contingencies in placePartner with IT; research ‘social’s’ local relevanceAssure them it’s about Comms, not just TechnologyEngage ORM them - show the tools in practiceShow ‘em you’re not Robinson Crusoe