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LAWS COMMUNICATIONS Lauri Stevens @lawscomm

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Page 1: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

LAWS COMMUNICATIONS

Lauri Stevens@lawscomm

Page 2: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Social Media is… Citizen driven Transparent / Real / Sincere Engaging / Interactive / Personal

Page 3: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Social Media is not… 100% controlled by you Fake / Formal One-sided All about any one tool

Page 4: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Social Media is…FREE!

NOT!

•Tools are Free•But it costs Time, sometimes a lot•Training is essential and not inexpensive•Other investment in hardware/software

Page 5: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Social Media is… HARD!

NOT!

Page 6: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

My Goal for this module…Help you create a project plan /strategy

that is Relevant

Efficient

Achievable

Loads of fun and benefits

Page 7: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

P.O.S.T. Developed by Forrester Research(Missing key points)

People Objectives Strategy Technology

Leaves out the when and part of how and why

Page 8: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

C.O.P.P.S. Citizens (Who) Objectives (What) Plan (Where & How) Policy (How & Why) Schedule (When)

Page 9: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Citizens Who do you want to reach? Who are you reaching now? Don’t forget yourselves

Page 10: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Citizens The conversation has already started Listen to:

Key public figures Mentions of your organization online / Google Popular law enforcement related sites Online groups (Newsgroups & LinkedIn) Blogs Other agencies with similar issues Other organizations like yours

Page 11: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Citizens Create personas

Descriptions of individuals that represent your target

They’re not real Represent real people

Page 12: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Citizens Personas help you:

Identify potential character traits, personalities, habits and attitudes of your target

To create a social media strategy of ideals scope and size

Page 13: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Citizens Jot down ideas for 2-3 personas Go home and create more or tweak by

listening Listen offline

Page 14: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Citizens•40-50 something bikers•Describe them•Define the issue•Articulate the message•Research the platforms/behaviors•What needs to be communicated/changed

•Teenagers•Describe them•Define the issue•Articulate the message•Research the platforms/behaviors•What needs to be communicated/changed

Page 15: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Objectives What are your goals?

To build better relationships? Raise awareness of your cause/services? Increase website traffic? Build your “customer” base? Inspire people to take action? Raise funds?

Page 16: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Objectives Do some discovery, ask yourself:

What attitudes define us and our issues? What sites have the most activity related to my

organization? What kind of people do the most posting (and

where)? What other organizations are issues are these

people connected to? What kind of negative comments or misconceptions

exists? What are the positives?

Page 17: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Objectives You might (will) discover:

Online communities you should join People you should engage Values you should promote Attitudes you should change Better understanding of your “brand”

(reputation)

Page 18: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Objectives When you’re done (What):

Defined your message All SM content should reflect your message Make is easy to grasp by people with short

attention spans Keep it focused

Determined your target audience What changes are needed

Page 19: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Plan (Parts?) Technology Content Personnel Training

Page 20: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Plan Technology & Content

Technology Software - Tools Hardware

Content Media

What needs to be produced What do you already have? Video / Photos / Graphics / Articles

Ideas Goals What’s the message(s)

Page 21: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Plan Personnel & Training

Personnel Who’s needed Who do you have ?

Don’t rely on the intern What is their knowledge level What kind of time do they have

What might be outsourced? Training

Seriously consider professional training To keep up New people

Some can be had online

Page 22: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Policy Standard policies include:

1. Taking personal responsibility for the content a person publishes

2. Identifying oneself in all transactions 3. Using disclaimers to absolve the department of

responsibility 4. Respect for the audience 5. Being factual 6. Copyright 7. Fair use 8. Privacy

"The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009

Page 23: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Policy Specific to Law Enforcement

1. Integrity 2. Disclaimers 3. Identity 4. Department-sanctioned tools 5. Competence 6. Command Staff responsibility 7. Training

"The Ingredients of a Solid Social Media Policy for Law Enforcement Agencies" ConnectedCOPS.net, August 17, 2009

Page 24: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Schedule Without a schedule, things can get

overwhelming very quickly Factor in the ramp-up Start with the simple stuff Where do you want to be in 3 / 6

months?

Page 25: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Don'ts… Just jump on whatever tool Let it overwhelm you Drop the ball Be evasive Ignore negativity

Page 26: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

DO’s Be open-minded Be casual / relaxed Join conversations / add value Clarify and focus on your message Use your real identity Remember your graphical image /

brand Ask questions / solicit input

Page 27: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

DO’s continued… Prepare yourself to let go Drop what doesn’t work Admit mistakes Monitor and track responses Thank people Listen

Page 28: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Stay Ahead of the Curve Attend training sessions like this one

Social Media changes all the time Find 4-6 online information sources Interact with others in your field and share EVERYTHING

Page 29: Lauri Stevens @lawscomm.  Citizen driven  Transparent / Real / Sincere  Engaging / Interactive / Personal

Questions???