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Email Marketing & Social Media
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RiversideCa.gov RiversideCa.g ov Email Marketing & Social Media November 13, 2014 California Association for Local Economic Development Training Office of Economic Development Kaitlin Bilhartz Marketing Coordinator Stephanie Harvey Marketing Manager
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The City of Riverside's Office of Economic Development marketing team, Stephanie Harvey and Kaitlin Bilhartz, discusses the ins and outs of social media.
Transcript of Email Marketing & Social Media
RiversideCa.govRiversideCa.gov
Email Marketing & Social MediaNovember 13, 2014
California Association for Local Economic
Development TrainingOffice of Economic
Development
Kaitlin BilhartzMarketing Coordinator
Stephanie Harvey Marketing Manager
RiversideCa.gov
• Produce Once, Share Everywhere – BUT use unique and different messages
based on audience and medium
• Content Calendar
KEY TIPS FOR MARKETING
RiversideCa.gov
WHY EMAIL MARKETING?
• Drive Traffic Website• Build Relationships• Cross Promote• Nurture Leads• Land the Deal• Cost Effective
RiversideCa.gov
EMAIL MARKETING
Step 1 – Build An Audience • Ask Them To Opt In• Where are you not asking? – Email/Web– Events– Hosted Meetings– Tradeshows
• New Subscriber Behavior
RiversideCa.gov
Step 2 – Send Email • Segment Your E-mail List– Treat each segment differently
• Captivating Subject Lines• Choose Your Voice • Optimize for Mobile• Test, test, TEST• Send Regularly
EMAIL MARKETING
RiversideCa.gov
EMAIL BRANDING
RiversideCa.gov
EMAIL MARKETING
Step 3 – Measure Success• Open Rate• CTR & Increase in web traffic• Leads• Unsubscribes– Frequency - #1 reason for unsubscribes–More Links = Higher CTR
RiversideCa.gov
• Email Capture• Welcome Emails• RFPs • Integration with
CRM
AUTOMATION & DRIP CAMPAIGNS
RiversideCa.gov
Overall – Create Once, Content Calendar
Email:1. Start Small2. Build Your List3. Measure success (or failure!) and
change your behavior accordingly 4. Make your life easier – automation and
drip
EMAIL TAKE-AWAYS
RiversideCa.gov
• Cost• Self-paced• Networking• Exposure• Testimonials• Generate leads• Stay top-of-mind
WHY SOCIAL MEDIA?
RiversideCa.gov
YOU CAN’T DO IT ALL
• Choose the right platform• Claim your domain, even if you aren’t
currently active– Consistency• RiversideCAgov vs. CityofRiverside
RiversideCa.gov
• Hootsuite–Mentions, scheduled messaging, hashtags,
manage multiple accounts
• Bitly– URL shortening service– Tracks clicks
• Analytics.Twitter.com– Impressions, engagement, RT,
replies, clicks
ANALYTICS: IS IT WORTH IT?
RiversideCa.gov
ANALYTICS.TWITTER.COM
RiversideCa.gov
• Phone, website, email• Disclosures• Special hours of operation• Best way to reach• Other platforms
UPDATE CONTACT INFO
RiversideCa.gov
• Find your voice• Human element• Professional yet approachable
SAY WHAT?
RiversideCa.gov
SAY WHAT?
RiversideCa.gov
SAY WHAT?
• Stay relevant, post real-time (or close to)
• Spell check– An embarrassing typo can cause a world of
hurt and is easily avoidable.
RiversideCa.gov
• Timely• Insights: Best time based on
demographics• Consistency: Goldilocks• Quality vs. Quantity• Develop a schedule –#TBT–#WordlessWednesday–#ThoughfulThursday
KEEP A PULSE
RiversideCa.gov
• Engage: “Tell us”• Don’t yell; invite them to the party• Two-way street• Inform & Inquire• Answer questions within 24 hours• Cross-promote; build business alliances
& networks
BUILD A RELATIONSHIP
RiversideCa.gov
BUILD A RELATIONSHIP
RiversideCa.gov
BUILD A RELATIONSHIP
RiversideCa.gov
• Call-to-action– Refer to website/blog/landing page– Hashtag
MAKE IT HAPPEN
RiversideCa.gov
• Visually appealing• Photos: simple, not too busy• Infographics• Easy-to-read charts• Behind-the-scenes (i.e.: Mayor, off-limit
locations, etc.)
BE EYE-CATCHING
RiversideCa.gov
BE EYE-CATCHING
RiversideCa.gov
BOOST IT
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BOOST IT
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• Easy to connect• “Insider” knowledge• First to know• Something they can’t find on Google• Shareable content
MAKE IT SPECIAL
RiversideCa.gov
• Remember: It’s NOT a personal account• Invest time and energy, not nitty gritty• Balance: Keep work and personal
completely separate– Turn off when not necessary– Schedule posts/tweets
SEPARATE BUT NOT EQUAL
RiversideCa.gov
• Remain calm under pressure• Don’t let the Negative Nancys get to
you– “We apologize you feel that way…”– Combat with positivity/options
• Don’t delete unless harassing
STAY COOL
RiversideCa.gov
STAY COOL
RiversideCa.gov
• Canva– Create designs for Web or print
• A Beautiful Mess– Text overlay
• PicFrame– Collages
Others:InstaSize, Repost, Hootsuite, Bitly, PinIt
TOOLS
RiversideCa.gov
Resources
RiversideCa.gov
Stephanie HarveyMarketing Manager
City of [email protected]
@mrssmharve
Kaitlin BilhartzMarketing Coordinator
City of [email protected]
@kbcruising
Contact
Questions?
