Slides from my recent presentation at the Nevada Digital Summit for Government.

1. Nevada Summit: Social Media
for Citizen Engagement
Building a social
engagement strategy
with:
Sarah Evans (@PRsarahevans)
Chief Evangelist, Tracky (www.tracky.com)
Social Correspondent, Sarah’s Faves (http://sarahsfav.es)
sarah@tracky.com
@PRsarahevans
#nevadaengage

2. Citizen (and consumer)
behaviors have changed
Print newspapers no
longer dominate as the
news hub.
“77%
of
the
*mes
that
viewers
watch
TV,
it
is
with
another
device.”
–Stefanos
Karagos
Photo
credit:
h4p://www.flickr.com/photos/dcmetroblogger/6574651159/
@PRsarahevans
#nevadaengage

3. It’s the time of
the “Davids.”
@PRsarahevans
Photo
credit:
h4p://www.flickr.com/photos/antmcneill/7195854110/
#nevadaengage

4. Your branded content = spam
Photo
credit:
h4p://www.flickr.com/photos/thomashawk/362270357/
@PRsarahevans
#nevadaengage

5. TAKE STOCK:
Content Engagement
• Blog posts on your blog
– Tips
– Tools
– White papers
• Guest posts you contribute elsewhere
• Guest posts from others on your site
@PRsarahevans
#nevadaengage

6. TAKE STOCK:
Social Engagement
• Twitter • Pinterest
• Facebook • Reddit
• Linkedin • YouTube
• Google+ • Tumblr
• Instagram • Boards and Forums
@PRsarahevans
#nevadaengage

7. Know your end goal:
• Get people to share, like, retweet
• Reach more stakeholders in your
community
• Citizen contribution (i.e. user generated content)
• Provide updates, information
• Push agenda (engagement is insignificant)
@PRsarahevans
#nevadaengage

8. 6 forms of online engagement
1. Proactive on your site
(I’m here to tell you something)
2. Reactive on your site
(I’m responding to something you
posted)
3. Proactive on their site
4. Reactive on their site
5. Proactive on social
networks
6. Reactive on social Photo
credit:
h4p://www.flickr.com/photos/10ch/3346820651/
networks
Create
your
communica*on
matrix
for
each
scenario!
@PRsarahevans
#nevadaengage

9. Local crisis center needs diapers
@PRsarahevans
#nevadaengage

10. Develop your (earned) formula
• In person events • Blog
– Forums – Forget the press release
– Meet and greet (if you can), this can be
your communication hub
• Print content
– There’s still an audience • Social
for this – Twitter
• Website – Facebook
– The most credible of – Tumblr
your online presence – Instagram
– SEO • Mobile (iOS, Android, Windows)
– Text
– Apps
– Mobile site
@PRsarahevans
#nevadaengage

11. Sometimes, one person can
change the game.
• Personal
• Funny
• Inspirational
• Real issues
• Builds audience
• Public/transparent
@PRsarahevans
#nevadaengage

12. The way news trends is different.
Nuances like:
• American Express OPEN Forum guest post
– Top trending posts are shared on Mashable
– Reach on one of the top 300 sites in the world
• Facebook’s EdgeRank
– Filters content. On average 16-20 percent of fans will see your content (source)
– Tag everything
– Get likes, shares, comments
• Twitter’s Trending Topics
– Number of people using hashtag matter (not repeat tweets or multiple uses of
hashtag in one tweet)
– Generated by an algorithm – what’s being talked about right now
• Featured on Instagram Explore Page
– Must have more than 10,000 followers
– Unknown, but need a lot of likes (i.e. 500+) and from popular people
• Reddit Front Page
– Submission time (9a EST)
– First 10 upvotes have the same weight as next 100 upvotes (get them quick)
– Type of content (e.g. photo via Imgur) and subject matter (e.g. meme, rage comic)
@PRsarahevans
#nevadaengage

13. You have to understand what
topics are important to people or
likely to generate a response.
#
Great
on:
Not
so
great
on:
Reddit
Linkedin
Instagram
Quora
Tumblr
Facebook
Buzzfeed
Great
on:
Not
so
great:
Google+
Twi4er
Facebook
Google+
Instagram
Pinterest
Linkedin
Great
on:
Not
so
great
on:
Google+
Everywhere
else
@PRsarahevans
#nevadaengage

14. The engagement doesn’t always
“come to you.”
Look for opportunities.
@PRsarahevans
#nevadaengage

15. Search public Facebook posts:
http://www.fbsearchresults.com/
@PRsarahevans
#nevadaengage

16. @PRsarahevans
#nevadaengage

17. Social Engagement
Communication Toolkit
• Tactical arsenal
• 1-2 page online crisis overview
– Pre-approved landing page, general statement to go live during crisis
• Communication and response matrix
– When will you respond
– When will you not respond
– When do you take the conversation offline
• Usernames and passwords
• List of hashtags, nuances, habits of each network
• Contact information of all team members
• Structure of accountability
– Producers
– Listeners
– Delegators
– Ambassadors
– Approved employees
@PRsarahevans
#nevadaengage

18. Create a volunteer-base of third
party ambassadors who serve as
an extension of your team.
• Briefed at the same time as your
employees
• Bring in to get to know the organization
• Provide them high level talking points, but
trust them
• Alert them when they need to mobilize
• Have a backup plan
@PRsarahevans
#nevadaengage

19. Improve your workflow to do
better, not more
• Automate blog sharing to
social sites: Dlvr (dlvr.it)
• Schedule ongoing
information, evergreen:
Buffer (bufferapp.com)
• Make Facebook easier to
post: PostRocket
(getpostrocket.com)
• IFTTT (ifttt.com)
• Tracky for social editorial
calendar, toolkit
(tracky.com)
@PRsarahevans
#nevadaengage

20. Questions?
@PRsarahevans
#nevadaengage