Marketing For the Next Level

Today’s Session Goals

• Consensus/buy-in• Assigned working group• Creative ideas

We can adjust much quicker if we can figure out how to have this two-way conversation and if we look at the public as a resource. The public is putting out better situational awareness than many of our own agencies can.

Craig Fugate, Director, FEMA

Traditional vs. Non-TraditionalDid You Know …

• More Americans now get news online than from newspapers.

• Sixty-one percent of Americans polled get news online.

• Three-quarters hear about news via email or social media sites.

• Approximately 50 percent get local news on a mobile device.

Let’s Get Social• Social media? – A two-way conversation– Smashes traditional restrictions of time and place

• Mayor Cory Booker on Social Media

At one time, social media was a ripple in a big pond. But that ripple has evolved into a massive wave of acceptance … the time is at hand for governments to decide if they want to ride the wave on their own terms or risk getting knocked down by it as it passes over.

Bill Greeves, Author

Best Government Uses• Improve efficiency and reduce cost• Improve trust in government• Improve services to citizens• Engage citizens in collaborative

government• Crisis response The best way to have a role in society

is to understand how people are talking about things in real time.” -Jean-Philippe Maheu, Chief Digital Officer, Ogilvy

Effective and Efficient

• Control the message• Consistency- – Multi platform– Staff and public

• Multipurpose/multi-use– Watch JaxParks, Surf JaxParks, Pop Warner– Watch JaxParks

“THE” ToolboxSNS (Facebook, LinkedIn, Google+)Audio/Visuals (YouTube, Flickr, Vimeo, Pinterest)Blogs corporate, personalMicro Blogs (Twitter)Online communities (NextDoor)(Yammer)Wikis (Wikipedia)

“When you give everyone a voice and give people power, the system usually ends up in a really good place.” -Mark Zuckerberg, CEO & Founder of Facebook

“THE” ToolboxApps (Instagram, Foursquare, IdeaScale)VOD and PodcastingE-marketing (email, instant messaging, e-blasts)Interactive print (QR codes)Interactive web (downloads, virtual tours)

We’re all publishers now, and the more we publish, the more valuable connections we’ll make.” – Pete Cashmore, Founder of Mashable

Who’s doing it? What r they doing?• Dedicated positions – Chief Digital Officer; Social Media Director

• Solicit ideas – White House IdeaScale– Seattle IdeaScale– San Jose 2040– Chicago budget strategy

Who’s doing it? What r they doing?• Virtual Town Hall– Ask Obama on Twitter– Talk to Greg

• There’s an app “competition” for that– NYC BigApps, A4MC

• Recruitment – U.S. State Department– City of Boston

Who’s doing it? What r they doing?• Customer Service / Citizen Education– NYC 311 / San Francisco Open311 – Inform NYC– San Jose Social Media Center

• General Promotion– U.S. Army on Pinterest– Visit McKinney TX

Who’s doing it? What r they doing?• QR Codes – Permits / NYC, Roanoke VA– Manor, TX• local points of interest• Service request info/city vehicles• Emergency contact / water meters

– Interactive print materials– Recruitment– Parks and Recreation

• NASA – Staff’s personal pages

Who’s doing it? What r they doing?

Measuring Success• Likes, Tweets, Reaches and Mentions• The future: conversation trends– What matters is what happens after you

tweet, post, participate– Tone (sentiment)– Attention (duration on site)– Qualitative attributes (what people are saying,

what they mean)– Impact (what action was taken)

JaxParks Objectives• Create conversation and engage citizens• Highlight Mayoral initiatives, keep in the

spotlight• Highlight Innovation• Provide useful tools

Coming up… JaxParks Takes Off• 10 parks to visit via public transportation• Instruction series: Biking 101• Park permitting made easy• Navigating jaxparks.com• Get healthy, stay healthy, have fun• More QR codes• Youth nature education show

“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” – David Meerman Scott, Best-Selling Author & Speaker