Andre Pichly

1. Make and Take
Social Media Marketing
Presented by:
André Pichly, M.S., CPRP
Recreation Superintendent
City of West Sacramento
1. You know what to do, right?
2. Please sign in with your Agency Name and the number of people attending
the webinar from your agency today.
3. Type the names of those wanting CEUs for this webinar with CEU after
their name. (Jodi Rudick, CEU)
4. Have you read and reviewed your handouts?
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2. At the end of this webinar you will. . .
• Be able to articulate the purpose of your
organization having a social media presence
and identify the key components in both a
user-friendly policy and strategy
• Take material from this session that can be
used to implement your own social media
staff training session*
*All documents have been included with iLinc
emails for you to download.
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3. What is the purpose of social media?
connect
To allow individuals to
with one
another regardless of their physical location.
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4. Forms of Social Media*
Blogging
• Wordpress
• Typepad
• Blogger
Social
Networking
• Facebook
• LinkedIn (For
Professionals)
• Myspace
Microblogging
• Twitter
• Instagram
• Snapchat
• Vine
Social Curating
• Pinterest
• List.ly
Social
Bookmarking
• Delicious
• Digg
• Reddit
File Sharing
• YouTube –
Video
• Slide Share –
PowerPoint
• FlickR, Picasa Photos
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10. Small Group Discussion
3 minutes, 3 Questions to discuss and share
Make and Take Question #1
1. Where do you feel your agency is with social
media right now?
2. Does your agency use social media? If not,
why?
3. What are your concerns in regards to staff
using social media?
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13. Social media is not a trend,
it is a cultural shift and
we need to embrace it.
"In a time when customers have the power to
tarnish a brand and reach hundreds of thousands of
people instantly via social networks, shouldn't you
make it easy as possible for them to communicate
with you in as many ways as possible?“
Tom Frick, Return on Engagement (2010)
Control your social media presence.
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14. Social Media Policies
True or False
Our agency has a written social media policy.
Do you
NEED one?
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15. We developed a policy that
was ‘user friendly’ and would
allow us to evolve
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18. The City reserves the right to restrict or
remove any content that is deemed to violate
the social media policy or any applicable law.
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19. Facebook, Twitter, YouTube and City iLights
are the only authorized social media outlets
for use by the City. If other social media
outlets are found to provide value to the
workplace and the public they will be added
to the list of authorized social media sites.
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20. Employees representing the City via social
media outlets must conduct themselves at all
times as representatives of the City of West
Sacramento and act professionally and within
established work rules and policies.
Employees that fail to conduct themselves in
an appropriate manner may be subject to
discipline up to and including termination.
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21. Own
Your
Post!
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22. We decided to do it ourselves
vs.
having someone do it for us
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24. Regarding the pre-webinar
assignment…
Which of the following describes you/your group?
a) Everyone read/reviewed the pre-webinar
handouts.
b) Some people read/reviewed the pre-webinar
handouts.
c) Most did NOT review the pre-webinar handouts
but we WILL, because they look great.
d) What pre-webinar handouts?
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25. Handouts/Resources Included with
this Webinar
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26. "Consider creating an editorial calendar to help manage your content schedule.“
Tom Frick, Return on Engagement (2010)
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27. Your Facebook Use
True or False
I/Most people in my group have a personal Facebook Page.
In your chatbox…
How often do YOU or most people in your group
check Facebook?
How often do YOU or most people in your group
add content (updates, post photos/videos,
comments) to your Facebook profile?
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28. What Makes a Good Post?
2 Minutes, 2 Questions to discuss and share
Make and Take Question #2
Think like the customer . . . . . . .
• If you have your own Facebook account, how
do you use it and what do you enjoy about it?
• What do you believe makes for a good post?
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38. Negative Comments
True or False
It is always best to ignore negative
comments or complaints found on
social media.
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39. “If someone posts a legitimate gripe about you or
your company . . . if you want to be a good social
citizen the best thing you can do is either refute it
with tangible evidence to the contrary or offer to fix
the problem. As Mitch Joel said in his book Six Pixels
of Separation, ‘You can’t control the conversation. . .
You can control whether or not you take part.’”
"If you edit dissenting comments,
you could be viewed as
undermining an open dialogue,
which could be detrimental to the
perception of your company or
organization."

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46. Tips for Twitter
• No more than 140 characters
• Can post photos
• URL Shortening apps help allow links to specific web
pages
– Bit.ly
• http://www.cprs.org/user_media/pdfs/DEPR_Webinars/catalog_2
013-webinar_series.pdf becomes http://bit.ly/19w1Pdf
– Tinyurl.com
– Ow.ly
– Goo.gl
• Can be use to post public or private “tweets”
• Real Time
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51. Know Your Audience
. . . throwing content blindly against a wall to see what
sticks doesn’t tend to be a very effective way to engage
users. Instead, figure out who those users are and
what they want and then provide it to them.
Tom Frick, Return on Engagement (2010)
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52. Questions we asked ourselves
as we developed our Social Media Strategy
• Who are our customers?
• Do you know which of your customers are
using social media?
• Benefits of engaging customers vs. ‘pushing’
information.

57. Specialty Groups

58. Specialty Groups

59. Specialty Groups

60. Specialty Groups

62. Don’t neglect the newsfeed!

63. Know when to post . . .
and when not to
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64. Discuss, Share and Complete
Make and Take Question #3
• Our next move with social media should be to . . .
_________________________________
• Who will need to champion our social media
effort?
• The three (3) things I want to do to move my
organization’s social media strategy forward are:
1. ____________________
2. ____________________
3. ____________________
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65. Social Media is not
marketing . . .
It is a form of
2-way communication
that should be part of
your marketing plan.
your marketing plan

67. Next Month’s Webinar
Make and Take Event Planning
• Facilitated by Leslie Fritz, CPRS
• leslie@cprs.org
• Our final 2013 Webinar will showcase lessons
learned, tips and strategies from park and
recreation professionals who have designed,
coordinated and managed large and small
events.
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68. Thank you!
Presented by:
André Pichly, M.S., CPRP
Recreation Superintendent
City of West Sacramento
(916) 617-4627
andrep@cityofwestsacramento.org
: www.linkedin.com/in/andrepichly
Department website: www.westsacfun.org