Sam GoughMay 15, 2015

Create once, publish everywhere

• We only used Twitter – and not that well (e.g. #TowerHamlets)

• Twitter as an add-on – responsibility of those on press desk (two Tweets per day)

• Very little engagement • Not a primary form of communication –

always a secondary

Twitter yesterday

• Customer service engagement (e.g. allocating through Sendible)

• Jumping on bandwagon of existing campaigns (e.g. World Book Day)

• Better use of images• Asking questions in Tweets and follow-up• Thinking of Twitter built into campaigns (e.g. #tastebricklane

used on marketing collateral)• Using Twitter to make residents aware during crisis

communications (e.g. Mayor’s High Court ruling; #GE2015)• Address the problem (e.g. ‘Statement to follow soon…’)• Changing the tone – from ‘The council’ to ‘We’

Twitter today

Example of our Twitter

• 52 likes so far• People use Facebook to vent their

frustrations• Use of images – photo albums to instil civic

pride• Great for case studies• Create events for big campaigns (e.g. Taste

Brick Lane, #50TH launch)

Facebook

Example of our Facebook

• We launched our Instagram (@towerhamletsnow) in late February ahead of #tastebricklane campaign

• At time of writing we have 68 followers• Whenever we have news that has accompanying images we put up the image

with a short blurb• Use hashtags in a similar way to key words when doing SEO (e.g. #bricklane

#tastebricklane #food #foodenvy)• Jump on existing hashtags (e.g. #tbt – throwback Thursday – posting older

images of the borough to try and drum up a sense of civic pride in our history)• Re-gramming and liking good images of the borough to try and draw up more

followers• Currently doing a competition #loveitTHursday – people send in pictures and we

pick the best one every Thursday and post it out, crediting the photographer• Great for case studies (for a good example, see @microsoft)• Brand engagement 15 times higher on Instagram than any other social media

Instagram

Our Instagram

• Increase visits to Brick Lane• Drum up social media interest• Encourage engagement• Instil a sense of civic pride• Get businesses and restaurant owners

on board• Create a social media legacy

#tastebricklane objectives

• Wrote to businesses asking them to get involved

• Uploaded offers, promoted prizes• People had to use #tastebricklane to

access offers (using Twitter, Facebook or Instagram)

• Twitter competitions

#tastebricklane actions

• 47 posts on Instagram with 852 interactions

• 156 different posts on Twitter with 852 interactions

• Throughout month a 3% increase in followers on Twitter

#tastebricklane outcomes

#tastebricklane example

Public bodies doing good

• DfID do great case studies of how their funding benefits people across the world

• They also made best use of Buzzfeed, back in the days when you could do Community Posts e.g. ‘5 Ways You’re Helping to Beat Ebola’

Public bodies doing good

Public bodies doing good

• There’s a good example of Goldsmiths, University of London, using Storify to collate all the positive Tweets, videos, Facebook links and content pushed out throughout the year to celebrate their achievements

• FAO: Storify is a really great tool!

Public bodies doing good

Public bodies doing good

• @onlyinSF – the San Francisco tourism board launched a few Instagram campaigns including #onlyinSF (people ‘gramming unusual images from SF), #dineabouttown during Restaurant Week, and #sfoutdoors

• This is a great example of how you can instil civic pride through social media

Public bodies doing good

• Twitter: @TowerHamletsNow• Facebook: towerhamletscouncil• Instagram: @towerhamletsnow

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