Social Media for Governments - Heather Ainardi

Managing Your Brand via
Social
@HeatherAinardi

“You can’t build a reputation on
what you are going to do.”
-Henry Ford
Brand = Reputation
@HeatherAinardi

Here it is
• A bit about brand
• A bit about social
• More about how build one to help the other
@HeatherAinardi

Why is
social so
important? But first, a little about me.
@HeatherAinardi

Why is
social so
important?
@HeatherAinardi

Why is
social so
important?
Coach Don James
@HeatherAinardi

Why is
social so
important?
Husband:
“Huskies are going to be good this
year. QB Price a senior. Sarkisian
4th year.”
Me:
“Five of Pac12 are ranked top 25.
Huskies have no chance.”
Note: Week 1 Huskies beat #19 ranked
Boise and moved to #20
Note:Tuiasosopo is also the QB coach
@HeatherAinardi

Why is
social so
important? Why does this matter?
@HeatherAinardi

Why is
social so
important?
Husband = Zero social media outlets
Me = Six social media outlets
@HeatherAinardi

Why is
social so
important?
Me = Voice = “Expert”
Aka – Online voice affecting the
Husky Football reputation.
@HeatherAinardi

What’s in a name?
@HeatherAinardi

Brand
• A brand is a collection of thoughts and feelings
about your experiences with it.
• “What you make people feel is as important as
what you make.” -BMW
@HeatherAinardi

Decision Making
• Every day people make hundreds of decisions
based more on how they feel than on logic.
• What is influencing how they feel?
@HeatherAinardi

Getting inside your head
Exposure
There is exposure that you control and
as well as ones you don’t control.
Reviews
Conversations
Marketing
Videos
Experiences
Touchpoint is business jargon for any
encounter when a brand comes in
contact with the audience.
You have more touchpoints than you
think
Information Exchange
Provide Service
Handle Transactions
@HeatherAinardi

Social Media is…
• Marketing and networking rolled in to one.
• It’s about creating trust.
• Branding is not solely a marketing function. It is an
organizational function.
@HeatherAinardi

What to do
“People will forget what you said,
people will forget what you
did, but people will never
forget how you made them
feel.”
-Maya Angelou
@HeatherAinardi

What are
we talking
about?
Social media refers to the means of
interactions among people in which
they create, share and exchange
information and ideas in virtual
communities and networks.
-Wikipedia
@HeatherAinardi

Wait,
what is it?
People saying things about you.
Social media is about conversation. They’ll talk
about you whether you are there or not.
Did you hear? Yes I did.
@HeatherAinardi

Rule Change
Your online reputation is defined by all (visible)
content about your company, its products/services,
employees, partners, affiliates, clients and
suppliers.
@HeatherAinardi

If you are not part of the conversation, it is an
implicit endorsement of whatever it is they
are saying.
@HeatherAinardi

Social
Media
Brand
Strategy
1. Be part of the conversation
2. Know where people are talking
about you and what they are
saying
3. Utilize those areas to create
exposure and cultivate positive
experiences
@HeatherAinardi

Remember what I said?
Exposure and Experiences
@HeatherAinardi

Where do
I start?
@HeatherAinardi

To Much
“I’m losing my mind, but as long
as I keep the part that tells me
when I gotta pee, I should be
ok.”
-Monster (from the Muppets)
@HeatherAinardi

It’s not that bad
@HeatherAinardi

Overall Goals of Effort
What do you want to accomplish with your efforts
More information about your company/program
Be part of conversation
Increase sales
Simply get the word out
@HeatherAinardi

Why and How
Long term vision – communicate it clearly with staff,
get buy-in and support the team.
@HeatherAinardi

Management Expectations
• What type of ROI is expected?
• What type of ROI is realistic?
If you don’t know where you are going, you may end up
somewhere else.
@HeatherAinardi

Roadmap to Success
• Plan your route and the roads you will travel.
• What roads will you avoid?
• Your online reputation has to be built over a long
term process, not a one-time effort.
@HeatherAinardi

Types of content to work on
5
4
6
2
3
1
1. Content created and controlled by
brand on its website
2. UGC controlled to certain extent by
brand on website
3. Content created and controlled by
brand on sites other than its own
4. UGC controlled by the brand on
sites other than its own
5. UGC
6. Media Content
Credibility
Accuracy
@HeatherAinardi

Now Focus
“It is not the strongest of the
species that survives, nor the
most intelligent, but the one
most responsive to change.”
-Charles Darwin
@HeatherAinardi

Guidelines
• Responsible parties
• How to monitor
• Concepts for success
@HeatherAinardi

FCVB 1st Social Media Plan (February 2009)
Flagstaff CVB Social Media Plan
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities
that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner
in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and
experiences.
Tourism organizations are increasingly adopting these social media tools as an inexpensive and pervasive means of communicating with potential travelers. As
the Flagstaff CVB tries to drive more traffic to www.flagstaffarizona.org, engaging in social media marketing becomes extremely important in raising our search
engine optimization and generating a “buzz.” For the most part, social media tools are not cost-intensive, but can be labor-intensive, so it is important to plan
accordingly to find a balanced mix between traditional marketing and PR and social media opportunities. The Flagstaff CVB will add a section on the home
page of www.flagstaffarizona.org to let visitors know where they can connect with us in the social media world.
TripAdvisor (www.tripadvisor.com)
What it is: TripAdvisor is the world's largest travel community where you can get real information, advice, and opinions from millions of travelers to plan and
take your perfect trip. TripAdvisor is a place you can go for insights and tips, a place that is literally alive with experiences and opinions. It's a place that feels like
a local neighborhood coffee shop, a café, a pub. A friendly and relaxed community filled with unscripted and honest conversations between travelers like you.
Lead CVB Staff: Jacki Mieler
Secondary CVB Staff: Jessica Stephens, Visitor Center staff
CVB Application: The Flagstaff CVB’s identity on TripAdvisor is FlagstaffTourism and we have the ability to control the copy that is in the “Before You Go”
section when you search for Flagstaff and click on “Tourist Board Info.” This copy now reflects Flagstaff CVB messaging and includes a link to
www.flagstaffarizona.org. We will also post our Flagstaff video and select photographs. These applications will allow visitors looking for overall information on
Flagstaff to see the CVB’s message and have the opportunity to visit our site.
An expanded use of TripAdvisor would involve the Visitor Center staff as an extension of the travel counseling work they do in person and on the phone.
TripAdvisor features “forums” where travelers post questions about a destination, hotel, restaurant, etc. and other travelers with expertise in that area give
advice and feedback. The CVB could assign specific Visitor Center staff to monitor forums that mention Flagstaff and offer practical responses to questions
when appropriate, creating a sort of “virtual” visitor center.
You Tube (http://www.youtube.com/user/FlagstaffTourism)
What it is: YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Webexperience. YouTube
allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email.
Everyone can watch videos on YouTube. People can see first-hand accounts of current events, find videos about their hobbies and interests, and discover the
quirky and unusual. As more people capture special moments on video, YouTube is empowering them to become the broadcasters of tomorrow.
Lead CVB Staff: Jacki Mieler, Mike Russell
Secondary CVB Staff: Jessica Stephens
CVB Application: The Flagstaff CVB has a channel on You Tube entitled “Flagstaff Tourism.” This channel allows the CVB to design the background to be
consistent with our branding efforts, post our videos, search for other appropriate Flagstaff videos already on You Tube and post them, and gather subscribers
to our specific channel. The Marketing/Publications team will work on the design of the FlagstaffTourism channel and seek out additional videos that highlight
Flagstaff’s tourism attributes.

Facebook (www.facebook.com)
What it is: Facebook is a social networking site and millions of people use it everyday to keep up with friends, upload an unlimited number of photos, share links
and videos, and learn more about the people they meet. The updates an individual makes on Facebook can only be viewed by people that individual has
approved as “friends.” In addition to the individual uses, Facebook also offers organizations and companies the ability to set up a page for “fans” of their
particular organization, which is the application the Flagstaff CVB is using.
Lead CVB Staff: Jessica Stephens
Secondary CVB Staff: Jacki Mieler
CVB Application: The Flagstaff has established a fan page on Facebook entitled “Flagstaff, Arizona.” This page allows us to post photos, videos, news clips,
notes on upcoming special events and discussion board topics to engage fans to talk about their passion for Flagstaff. Facebook gives the CVB the opportunity
to publicize up-to-the-minute news, such as the first snowfall or fall colors. With nearly 2,000 fans thus far (as of Nov. 13, 2008), Facebook can be a powerful
tool for converting fans into actual travelers. A future use of Facebook could be to create seasonal splash pages on www.flagstaffarizona.org that feature
specials from our stakeholders available only to our Facebook fans.
MySpace (www.myspace.com/visitflagstaff)
What it is: MySpace is an online community that lets you meet your friends' friends. By creating a community on MySpace, you can share photos, journals and
interests with your growing network of mutual friends. Similar to Facebook, MySpace is a social networking site, but individuals and companies have the same
type of pages.
Lead CVB Staff: Jessica Stephens
Secondary CVB Staff: Jacki Mieler
CVB Application: For the purposes of promoting a tourism destination, Facebook has more practical value than MySpace, but the latter is still the more
dominant social networking site. It is therefore important that the Flagstaff CVB maintain a presence on MySpace, but balance the time commitment
appropriately with Facebook.
Twitter (www.twitter.com)
What it is: Twitter is a real-time short messaging service that works over multiple networks and devices and answers the question “What are you doing right
now.” In countries all around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world
news to updates from friends. Often described as a micro-blog, Twitter gives people 140 characters to describe what they are doing at the moment, guide
followers to another Web site, update on important information, etc.
Secondary CVB Staff: Jessica Stephens, Visitor Center, other interested CVB Staff
CVB Application: The Flagstaff CVB’s Twitter persona is VisitFlagstaff and to date (as of Nov. 13, 2008) we have 65 people following our updates. This
number continues to grow as we provide relevant information that people are seeking in our updates. The key to success on Twitter is coming across as a “real
person” as opposed to a marketing vehicle by posting information that is relevant for business purposes, but is also personal enough to keep people interested.
In the CVB’s case the main goal of Twitter will be to provide timely information and drive traffic to www.flagstaffarizona.org and increase subscriptions to My
Flagstaff. If we have enough interested staff members, the goal would be to rotate days of the week in which certain staff members are responsible for
monitoring Twitter and posting updates, also known as Tweets.
By using search.twitter.com and entering “Flagstaff” we can also see other members of the Twitter community who are posting comments, questions, thoughts
about Flagstaff and can respond to those when appropriate.

Blogging (TBD)
What it is: A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of
events, or other material such as graphics or video. Many blogs provide commentary or news on a particular subject; others function as more personal online
diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments
in an interactive format is an important part of many blogs. Blogs, either used internally to enhance the communication and culture in a corporation or externally
for marketing, branding or public relations purposes are called corporate blogs.
Secondary CVB Staff: Jessica Stephens
CVB Application: There are several Web sites that allow you to set up a blog free of charge, which is the application the Flagstaff CVB would use. In order to
be effective, a blog needs to be regularly updated and provide fresh information for subscribers to read. A Flagstaff CVB blog could be promoted on all of the
other social media sites. The main question regarding this blog would be content generation. One school of thought would have staff generating all of the
content. The other school of thought (adopted by communities such as Philadelphia) would have select community members generating content.

Secure
Resources Now you may be ready to get the
support you need on the front end,
but it’s not too late.
@HeatherAinardi

Invest
• Wait, is it right?
• Do you have the resources to
properly use it?
• Now go forth and conquer.
@HeatherAinardi

Invest
where?
90% of digital budgets are still
allocated to websites.
(when only 1 out of 10 consumers visit company
websites to get information)
Source: CDJ Mc Kinsey Study concerning electronic goods
@HeatherAinardi

KISS “Simplicity is not a simple thing.”
-Charles Chaplin
@HeatherAinardi

Consistency
• Consistently deliver on the brand promise made
@HeatherAinardi

Responsiveness
• Respond to comments both good and bad
Is social the correct place to respond?
Personal response may be the best
Be level headed
Take comments as constructive criticism
Realize that there are crazies out there
@HeatherAinardi

Brand Support
“Words spoken in anger are still
words spoken. They still result
in hurt. If you don’t mean it,
don’t say it.”
-My Friend Jean
@HeatherAinardi

Your online brand takes time to grow.
Make sure you water it and pay attention.

Social Media for Governments - Heather Ainardi

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