Lights, Camera, Action!

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Lights, Camera, Action!

• Develop, Implement and Sustain A Media Plan on a
  Shoe String Budget

Presented By Sherry Bray
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Todays Learning Objectives

• Define Social Media and show effectiveness of
  utilizing it.
• 2. Guidelines for Implementation of a social
  media project.
• 3. Develop a marketing plan for a major media
  event utilizing social media and other earned
  media.

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Tools for Success

• Social Media
• 2. Television/Radio (through earned media)
• 3. Internet Resources
• 4. Event Planning (creativity)

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What is Social Media?

• Blogs, feedback suggestions
• Forums and newsgroups
• Photos, videos and podcasting
• Social networks
• Communications and entertainment.
• Source wilkipedia.org

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What is Social Media?

• Social Media describes the online technologies
  and practices that people use to share content,
  opinions, insights, experiences, perspectives,
  and media themselves.
• Source wikipedia.org

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Why Some Folks May Resist Social Media?

• Not convinced it has value.
• Dont know where to start.
• Dont have time.
• Dont like change.

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Social Media Headlines

• Social Media Emerges as Key Marketing Tool in
  Medical Industry. (July 15, 2010)
• How Political Activists Are Making The Most of
  Social Media (Forbes Magazine, July 2010)
• Old Spice Media Blitz Produces 5.9 Million Views
  in One Day! (22,500 comments in one day)
• Social Media is Changing the Night Life (Seattle
  Times) clubs send out tweets when stars, sports
  athletes, etc come into clubs
• Facebook invaluable tool for overthrowing
  governments (United Kingdom Metro News Blog, July
  10, 2010)

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Meet the Big Players
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Why Social Media

• 250,000 new people become a member of Facebook
  everyday.
• Over 50 of Facebook users are over the age of 36
• The fastest growing demographic for women over 55
• 54 of Fortune 500 companies use Twitter to reach
  customers.
• Blogger attracts 106 billion visits every month
• BuzzAgent One word of mouth conversation has
  the impact of 200 TV ads

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Why Social Media

• Social Media network users are 3 times more
  likely to trust peer opinions over paid ads
  (Juniper Research)
• 87 trust a friends recommendation over a review
  by a critic (Marketing Sherpa)

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Is Social Media Effective?

• Utilize Measurement Tools To Determine
• Wordpress Stats
• SiteMeter
• Feedburner
• Google Analytics
• Twitalyzer

Unique Visitors Page Views Time Spent On
Site Frequency Of Visits Depth of Visit
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Is Social Media Effective?

• Which Tool To Use?
• Whatever measurement tool site is best for you
  based upon your content, your audience and your
  time.

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Why Social Media for Prevention/Enforcement
Projects?

• Were Broke its cheap!
• Reaches the target market.
• Develops relationships maximizes communication
• Usability almost anyone can operate and
  navigate through it.
• Recency instantaneous response from public

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What Does Social Media Equate To Our Programs?

• The complaint letter
• The focus group
• The feedback system
• The marketing/campaign message
• The public expectations (transparency,
  participation and responsiveness).

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KSP Jumps on the Facebook Train
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KSP Jumps on the Facebook Train

• Branch Commander attended national conference
  workshop in 2009 about implementing Social Media
  sites.
• Our Branch created and implemented a FB page
  including information pertinent to the agency.
• We allow an open forum and welcome commentary
  from fans even if their opinion differs from
  that of the agency.

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KSP Jumps on the Facebook Train

• KSP Includes several types of information on our
  FB page
• News releases
• Special Events
• Trooper Island Fundraisers
• Current and Historic Photos
• Public Service Announcements/Video
• Commissioners Blog Did You Know?

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The Results
19,690
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The Results
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Why it Works For KSP?

• We provide current, relevant information that
  impacts people across the state.
• We allow an open forum.
• Valid critiques assist in providing the public
  with information they need and/or want.
• We can agree to disagree on certain topics.
• Many times other fans handle negative comments.

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Why it Works For KSP?

• It allows us to show the public a side of the
  agency they dont always get to see.
• Like many agencies, our media budget has been
  restricted. Social Media provides a platform to
  get our message out without expending budget
  dollars.
• We respond to messages/emails with respect and in
  a timely fashion.

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Tips for Promoting Your Own FB Page

• Invite your team members/employees to check out
  the page. Ask for suggestions or opinions
  regarding content, appearance
• Keep your page fresh.
• Utilize other social media applications like
  YouTube, Twitter, Flickr, etc.
• Create an incentive to join.
• Put a visual link on the front of your agency
  website.

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Tips for Promoting Your Own FB Page

• Include your FB page address in your email
  signature, business cards, newsletters, etc.
• News Release let people know you have a
  Facebook page.
• Send updates change your status reports often.
• Drive your FB Traffic to your agency
  e-newsletter.

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Tips for Promoting Your Own FB Page

• Consider using Facebook Ads program.
• Link with other like-minded agencies. Include
  their link on your page and vice versa to draw in
  a new fan base.
• Invite contacts from agency email lists to check
  out your page dont spam!
• Incorporate a survey to illicit feedback.
• Review your Agency Mission Statement

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• The Kentucky State Police promotes public
  safety through service, integrity and
  professionalism utilizing partnerships to
• Prevent, reduce and deter crime and the fear of
  crime.
• Enhance highway safety through education and
  enforcement
• Safeguard property and protect individual rights.

Mission Statement
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Create A Comprehensive Social
Media Marketing Plan

• Podcast
• Flicker
• Twitter
• You Tube
• Blogs

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Media Marketing Terminology

• Podcast Series of digital media files (either
  audio or video) that are released episodically
  and often downloaded through the web.

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Media Marketing Terminology

• Flicker an image hosting and video hosting
  website, web services suite and online community
  where users can share and embed photographs.
• Twitter is a social networking and
  microblogging service that enables it users to
  send and read other user messages called tweets.
  Tweets are text-based posts of up to 140
  characters.

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Media Marketing Terminology

• You Tube is a video sharing website on which
  users can upload, share, and view videos.
• FourSquare is a location based social
  networking website, software for mobile devices,
  and also a game.

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Media Marketing Terminology

• Blog (Citizen Journalism) is a type of website
  or part of a website usually maintained by an
  individual with regular entries of commentary,
  description of events, or other materials such as
  graphics or video.

Find out who writes the top blogs in your state.
Blogger's Choice Awards
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Sustainment of Social Marketing Plan

• Keep it fresh!
• Utilize all team member ideas.
• Garner partnerships with other high traffic
  sites.
• Incorporate multiple forms of media concepts
  dont be afraid to branch out!
• Target audience are you providing what they
  need? Ask for feedback.
• Stay current with newest, latest social media
  technology.

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Tie It All Together

• Social Media
• Community Collaboration
• Television (earned media)
• Radio
• News print media

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Community Resources

• Tap out parents and relatives
• List businesses you or your family frequent.
• Partner with other non-profits, groups, etc.
• Link or inter-link with community websites
• Buy-in ensures results!

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Radio

• Visit local radio station (make an impact
  present package small token)
• Remote at kick-off event
• Prizes on air giveaway/promotions
• Talk radio is a powerful medium
• Partner with another group when purchasing time
  (reduced rates)

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Print Media

• Journalism 101
• Press Advisory
• Uniform template
• Photo opportunity
• Fax, email, call
• Send day prior to event follow up that morning.
• Include blog community
• News Release
• First sentence must pull the reader in
• Timing
• Use headline in subject line (email)
• Include a Call to Action

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Print Media

• Business Cards
• Letters to the Editor
• Share Ad Space with another business
• Talk to Local Paper about free space
• Online event section (usually free)
• Contributing/freelance reporters

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Print Media

• Announce Funding Projects

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Track Print (earned) Media

• Google Alerts
• Twitter Summarize.com
• Blogs Technorati
• Flickr Set up RSS feed to track photos that are
  tagged to your organization
• Yahoo Pipes set up RSS tracking
• Digg Redditt track stories that match your
  organizations name.

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Track Print (earned) Media
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Track Print (earned) Media
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Television

• Local cable access station
• Follow the local news (special segments)
• TV News Free PSA Media
• Create event that has visual impact

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Visual Impact
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Chairs represented lives lost in highway crashes
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Tips For An Eye-Catching Social Media
Plan

• Program Concept
• Program Packaging
• Include Multiple Media Formats
• Get Buy-in
• Promote It
• Be Creative

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Interactive Experience
Develop a comprehensive media marketing plan for
an underage drinking outreach project utilizing
multiple forms of earned media. (15 minutes)
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Wrap Up Questions?
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Contact Information

• Sherry Bray
• Kentucky EUDL State Coordinator
• Kentucky State Police
• 919 Versailles Road
• Frankfort, Ky. 40601
• [phone]
• sherry.bray_at_ky.gov