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Merging Online & Offline Marketing

Social Media Local Governments WorkshopJune 18, 2014

Importance of Integrating

Online and Offline

Reach a broader audienceMore information is availableMore ways to educate target audienceHarness feedback from target audienceTracking

Benefits of Integrating

Online and Offline

Cross promote contentBalance traditional communication and social media channels to reach more peopleEnhance media relationsUse offline tools to drive online efforts and visa versa

Making the Change

Integrating online and offline

Stop viewing online and offline as separate activities and initiativesView all channels as mediums for your campaigns and messagesOnline and offline may have different strategies but should work together to achieve the same overall goal(s)

Examples of Integration

Online and Offline Marketing

Add the website and/or social media site addresses to all printed materialSignageBrochuresFlyersBusiness cardsMailers

Use social media to promote live events or meetingsUse social media to solicit feedback to improve initiatives and campaignsDistribute press releases to online wires not just local media

Examples of Integration

Online and Offline Marketing

Use blogs to update the website and cover live events or post recent news or announcementsRecord announcements from the Governor and post video to YouTube, Website or FacebookPost city announcements such as new trash pickup schedule, crime stop policies

Examples of Integration

Online and Offline Marketing

Post pictures from city events and tag people/citizensUse social media sites to report potholes or traffic updatesIntegrate emails with social media and the websiteBillboards can point to information on a website or Facebook pageMobile apps are interactive with customer service activities locations of facilities, registration, report citizen claims

Dont Discount Blogs

Integrated 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 Integration

Example

Citizen requests taken to social media

Responding to citizen requests quickly

Talking about action taken

Citizen Service

Example

Providing information

Using social media channels in addition to news/media and website channels to provide construction updates

Case Studies

Case Study

Austin, 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 Study

Austin, TX

Integrating Facebook and offline

Charitable causes and pet resourcesDogs always get engagement!

Highlighting city amenities

Case Study

Austin, TX

Twitter (35k followers)Info on community events (not just govt news)

Respond to public comments

Case Study

Kansas City, MO

Integrating Facebook (1,600 likes)Posting about local sports teamsTying in with time of year, monthly themes

Case Study

Kansas City, MO

Integrating Twitter

Everyone talks about the weather

Local photos of the city

Case Study

Kansas City, MO

Integrating Twitter (19k followers)

Not shying away from questions/comments

Refer public service questions to other agenciesvia public tweets!Public appreciates seeing city in action

Case Study

Nashville, TN

Website IntegrationInnovative Social Media Center on website: clickable directory of all departments on social media

Could include other channels:Service phone numberMailing address for commentsPhysical address for meetings

Getting Started, Next Steps

Key Takeaways

Next steps

Post about eventsLive broadcastingPhoto follow upVideosInterviews pre and postMedia coverage

Add URLs to all materialsSignageBrochures/flyers/biz cardsEmail signatures

Try Live Events/InterviewsGoogle 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 Scorecard

Tracking metrics

Track anything at first Use Excel

Take baseline metrics before campaign or initiative starts

Questions?

Amy Marshall@amymarshallamarshall@fathomdelivers.com