managing social media campaigns

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  • Social Media Campaigns

    Timothy Martin Communications and Media Coordinator City of Roanoke, VA

    @TRMRoanokeCity

  • About Roanoke OUR SOCIAL MEDIA LANDSCAPE

  • Departments on Social Media

    45 Pages

  • The Numbers

    136,011 Followers

    108,897 20,820 3,945 1,736 613

  • 2008 to 2013

    Scattered approach

    Little coordination/planning

    Little engagement

    No real campaigns

  • November 2013

    Began increasing posts

    Began filtering in photos

    Added graphic headlines to most posts

    More interactive posts Did you know?

    Guess the Year Fill in the Blank

  • The Moment FEB. 12, 2014

  • The Planning

    Coordinated with other department pages

    Created graphics to use during the storm

    Solicited photos from the public

    Wanted to be the go to place for storm coverage

  • The Response

    Hundreds of photos submitted

    Dozens of weather updates posted

  • The Response

    Citizen interactions at all hours

  • The Response

    700 new page likes

    420,000 total reach | +1,000 percent from previous week

  • The Aftermath

    Thousands of new followers

    Thousands of photo submissions

    Thousands of online interactions with citizens

    Millions of post comments, likes and shares

    Plenty of campaigns

  • Everything is a Campaign ONE POST ONE DAY ONE SEASON

  • Everything is a Campaign One Post

  • Everything is a Campaign One Day

  • Everything is a Campaign One Season

  • Unexpected Campaigns TRAGEDIES

  • Unexpected Campaigns - Tragedies

    React to local or national tragedies

    Social media is talking about it, you should too

    Dont overdo it

    Be strategic in what you post

    Give your citizens an outlet to mourn

  • Unexpected Campaigns Paris Attacks

  • Unexpected Campaigns WDBJ Shooting

  • Campaign Branding PERFECT DURING WEATHER EVENTS

  • Campaign Branding - Weather

  • Campaign Branding - Weather

  • Campaign Humor ITS OKAY FOR GOVERNMENT TO BE FUNNY!

  • Campaign Humor April 1

  • Campaign Humor April 1

  • Campaign Humor April 1

  • Forever Campaigns FOR US, ITS PHOTOS

  • Forever Campaigns

    Directly a result of our first campaign

    Dozens submitted daily

    Great engagement tool

    Helps with the not so fun posts

    A way to showcase your area

    Likes, shares, comments, a plenty!

  • Ad Campaigns A WAY TO BUILD YOUR BASE

  • Ad Campaigns

    471 Likes 557 Likes 687 Likes 400 Likes

  • A Campaign Can Be a Game-Changer IT WAS FOR ROANOKE

  • A Campaign Can Be a Game-Changer

    Staff saw social media in new light after first campaign

    Dedicated funding began for social media advertisements

    New Guidelines for Social Media Managers

    Overhaul of Social Media Structure

    Creation of Social Media Center

  • We Are All Experts TRY SOMETHING, IF IT DOESNT WORK, TRY SOMETHING ELSE

  • QUESTIONS?

    Please provide session feedback via the conference mobile app.