riversideca.gov email & social: your best kept secret april 22, 2015 california association for...
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RiversideCa.govRiversideCa.gov
Email & Social: Your Best Kept Secret
April 22, 2015
California Association for Local Economic Development Training
City Manager’s Office
Kaitlin BilhartzMarketing Coordinator
Stephanie Harvey Marketing Manager
RiversideCa.gov
Who do you need to talk to?All residents?Specific industries?
BUILD YOUR AUDIENCE
RiversideCa.gov
• What will your audience respond to:– Email– Social media
• Other– Direct mail– Online advertising– Print advertising– Content marketing
CHOOSE YOUR PLATFORM
RiversideCa.gov
WHY EMAIL MARKETING?
• Drive Traffic Website• Build Relationships• Cross Promote• Nurture Leads• Land the Deal• Cost Effective
RiversideCa.gov
EMAIL MARKETING
Step 1 – Build An Audience • Ask Them To Opt In• Where are you not asking? – Email/Web– Events– Hosted Meetings– Tradeshows
• New Subscriber Behavior
RiversideCa.gov
Step 2 – Send Email • Segment Your E-mail List– Treat each segment differently
• Captivating Subject Lines• Choose Your Voice • Optimize for Mobile• Test, test, TEST• Send Regularly
EMAIL MARKETING
RiversideCa.gov
EMAIL BRANDING
RiversideCa.gov
EMAIL MARKETING
Step 3 – Measure Success• Open Rate• CTR & Increase in web traffic• Leads• Unsubscribes– Frequency - #1 reason for unsubscribes–More Links = Higher CTR
RiversideCa.gov
• Email Capture• Welcome Emails• RFPs • Integration with
CRM
AUTOMATION & DRIP CAMPAIGNS
RiversideCa.gov
• Cost• Self-paced• Networking• Exposure• Testimonials• Generate leads• Stay top-of-mind
WHY SOCIAL MEDIA?
RiversideCa.gov
YOU CAN’T DO IT ALL
• Choose the right platform• Claim your domain, even if you aren’t
currently active– Consistency• RiversideCAgov vs. CityofRiverside
RiversideCa.gov
• Hootsuite–Mentions, scheduled messaging, hashtags,
manage multiple accounts
• Bitly– URL shortening service– Tracks clicks
• Analytics.Twitter.com– Impressions, engagement, RT,
replies, clicks
ANALYTICS: IS IT WORTH IT?
RiversideCa.gov
• Phone, website, email• Disclosures• Special hours of operation• Best way to reach• Other platforms
UPDATE CONTACT INFO
RiversideCa.gov
• Find your voice• Human element• Professional yet approachable
SAY WHAT?
RiversideCa.gov
SAY WHAT?
RiversideCa.gov
SAY WHAT?
• Stay relevant, post real-time (or close to)
• Spell check– An embarrassing typo can cause a world of
hurt and is easily avoidable.
RiversideCa.gov
• Timely• Insights: Best time based on
demographics• Consistency: Goldilocks• Quality vs. Quantity• Develop a schedule –#TBT–#WordlessWednesday–#ThoughfulThursday
KEEP A PULSE
RiversideCa.gov
• Engage: “Tell us”• Don’t yell; invite them to the party• Two-way street• Inform & Inquire• Answer questions within 24 hours• Cross-promote; build business alliances
& networks
BUILD A RELATIONSHIP
RiversideCa.gov
BUILD A RELATIONSHIP
RiversideCa.gov
BUILD A RELATIONSHIP
RiversideCa.gov
• Call-to-action– Refer to website/blog/landing page– Hashtag
MAKE IT HAPPEN
RiversideCa.gov
• Visually appealing• Photos: simple, not too busy• Infographics• Easy-to-read charts• Behind-the-scenes (i.e.: Mayor, off-limit
locations, etc.)
BE EYE-CATCHING
RiversideCa.gov
BOOST IT
RiversideCa.gov
BOOST IT
RiversideCa.gov
• Easy to connect• “Insider” knowledge• First to know• Something they can’t find on Google• Shareable content
MAKE IT SPECIAL
RiversideCa.gov
• Remain calm under pressure• Don’t let the Negative Nancys get to
you– “We apologize you feel that way…”– Combat with positivity/options
• Don’t delete unless harassing.
STAY COOL
RiversideCa.gov
1. Make a good impression: Intriguing subject line
2. Timing isn’t everything, but it’s important
3. Refine sign up process and email targeting. Scrub lists.
4. Monitor engagement and open rate5. Use a consistent voice
FIVE TIPS TO IMPLEMENT TODAY
RiversideCa.gov
• Produce Once, Share Everywhere – BUT use unique and different messages
based on audience and medium
• Content Calendar
TOOLS
RiversideCa.gov
Resources
RiversideCa.gov
Stephanie HarveyMarketing Manager City of [email protected] @mrssmharve
Kaitlin BilhartzMarketing Coordinator
City of [email protected]
@kbcruising
ContactQuestions?
Dennis ErokanPlacemaking Group
HFS Consultantswww.PlacemakingGroup.com
510-835-7900 ext. 203925-381-1746 mobile