This document discusses applying marketing strategies to police communications on social media. It notes that police, like marketers, can use social media to build awareness, inform the community, and enhance their reputation. However, police face similar challenges as marketers in gaining attention due to time constraints and distractions for the public. The document provides tips for police on social media, including listening to public discussions, publishing engaging content, interacting with the public, influencing discussions, and inspiring advocacy. It emphasizes the importance of emotional connections with the public to achieve engagement, influence, and advocacy.
1. APPLYING A
MARKETING LENS
TO POLICE
COMMUNICATIONS
ERIC WEAVER • VP SOCIAL STRATEGY • @WEAVE
2011 POLICE LEADERSHIP CONFERENCE • #PLC2011VAN
2. MARKETING? RELATED TO POLICE COMMS?
MARKETERS ARE LOOKING TO SOCIAL TO:
build awareness.
convert the interested.
increase revenue.
PUBLIC SAFETY MIGHT LOOK AT IT TO:
alert the public.
inform/educate the community.
enhance departmental reputation.
perform online forensics.
3. BUT WE’RE FACING THE SAME HURDLES
The public is time-starved and distracted.
Trust is harder to come by.
Their expectations can often be ridiculous.
One blogger can outshout us.
Senior officers (or marketers) often don’t
get the value of social tools.
4. “MAYBE SOCIAL MEDIA WILL
BE THE MAGIC BULLET.”
SO YOU’RE TWEETING. YOU SET UP
A FAN PAGE. POSTED SOME VIDEOS
ON YOUTUBE.
IF YOU’RE LIKE MANY OTHERS,
YOU’RE WONDERING…
NOW WHAT?
5. AM I DOING THIS RIGHT?
CAN WE GET MORE FANS?
MORE DIALOGUE?
HOW DO I GET MORE ATTENTION?!?
6. WHAT WE ARE NOW SEEING IS A
PROFOUND
CULTURAL
SHIFT
6
14. “THE OUTBOUND VOICE”:
LET’S TELL A (BRAND)
STORY
LET’S EVOLVE EVERY NICHE
OF MARKETING INTO A
SOPHISTICATED FIELD
LET’S FIND NEW WAYS TO
INTRUDE, INTERRUPT AND
DIVERT
HAS IT WORKED?
18. MONOLITHIC MESSAGES
WORKED IN THE PAST
WHEN WE HAD:
Limited product choice
Limited media
channels
Longer brand
Traditional advertising and
interactions marketing communication was
formed when we had 3 TV
Higher barriers to channels, 1 hometown paper,
entry and no Internet.
19. BUT NOW…
CONSUMERS HAVE ENDLESS
CHOICE. Instead of coffee in a
can, I can get a half-caff, mocha
frappa latte, no foam no sleeve,
no whip. Sometimes at 3am.
20. CULTURAL CHANGES IMPACTING COMMUNICATIONS
When modern marketing was
created, we had lots of time,
attention and trust. And very little
noise or choice.
H
BLIS
O PU
TY T
BILI
ER A
But with the advent of the Internet,
product choice and media clutter are
SUM
through the roof. Time, attn & trust are
low. The consumers’ voices are loud. I
CON
can pull two levers: trust, and the
consumers’ voice.
ORIGINAL
VERSION:
AGENT
WILDFIRE
21. ORGANIZATIONAL REPUTATION IMPACTORS
US 2006
US 2010
Quality products & services
53%! Transparent & honest practices
83%!
Attentive to customer needs
47%! Company I can trust
83%!
Strong financial performance
42%! High-quality products/services
79%!
Fair pricing
38%! Communicates frequently
75%!
A well-known brand
37%! Treats employees well
72%!
Good employee relations
35%! Good corporate citizen
64%!
Socially responsible
33%! 58%!
Prices fairly
Visible CEO
23%! 48%!
Innovator
Dialogue with stakeholders
23%! 47%!
Top leadership
Employee/CEO blogs
12%! 45%!
Financial returns
What’s happened in just the last five
years? TRUST ISSUES move to the top of
EDELMAN TRUST BAROMETER, 2010
reputation management.
22. TRUST IS ERODING – BUT SOCIAL CHANNELS, USED
AUTHENTICALLY, CAN PROVIDE PROOF POINTS AND
REBUILD TRUST
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
23. MANY ORGANIZATIONS START OUT THINKING:
“I’LL USE SOCIAL MEDIA TO
CHEAPLY PUSH MY CONTENT AND
MESSAGE TO NEW AUDIENCES.”
24. ~50% OF ALL AGENCIES
TWEETED ABOUT ON-DUTY
ACTIVITIES, INCLUDING
ARRESTS
2010 STUDY OF 38% OF USERS TWEETED ABOUT
POLICE WANTED OR MISSING PERSONS
TWITTER 54% TWEETED ABOUT TRAFFIC
OR OTHER PUBLIC SAFETY
USERS ADVISORIES
35% OF ALL ACCOUNTS
TWEETED ABOUT POLICE AND
COMMUNITY VOLUNTEER
ACTIVITIES
25. THERE’S A MUCH BIGGER OPPORTUNITY:
ENGAGEMENT.
INFLUENCE.
ADVOCACY.
26. THINK BEYOND PUBLISHING
STUDY LISTEN PUBLISH ENGAGE INFLUENCE ADVOCACY
If our content is If our content is
Start by You can’t know If our content
engaging influential
studying what to publish NOW we can connects with
enough, it will enough, it will
the trends, unless you know publish cost- the audience,
be shared, create advocacy.
the tools, what people effectively. they will
fanned, People will ACT
the market want to hear. engage.
forwarded. and DEFEND.
28. 1
DECIDE ON YOUR TONE AND MANNER
Authoritarian? Friendly? Decisive?
LEAD THE CONVERSATION WITH LEGAL
ABOUT RISK & PRIVACY
Precedents are now being set
Privacy impact of monitoring is foggy
DETERMINE INQUIRY HANDLING
STUDY & PLAN Response times? Follow-up?
DETERMINE EMPLOYEE GOVERNANCE
Balancing freedom of speech with
departmental reputation
Should employees identify themselves?
Do officers know when colleagues are
under cover?
29. THE IMPORTANCE OF GOVERNANCE
A Santa Monica police officer and a suspect were both shot in an altercation
and ended up at the same hospital. The force kept the officer’s identity secret
from the known gang member. But a retired officer unknowingly published the
officer’s name in relation to the incident. Have to be VERY CLEAR about
employee governance.
CLICK TO SEE THE VIDEO AT http://blutube.policeone.com/media/6875
30. 1
PLAN FOR REPUTATIONAL INCIDENTS
What if an officer is involved in a
questionable event?
DETERMINE SUCCESS METRICS
Still largely unknown in police comms
Consider this akin to the early days of
the Internet
Just because the train is moving fast
STUDY & PLAN doesn’t mean you shouldn’t be on it
COMMUNICATE THE GENERATIONAL
REASONS BEHIND SOCIAL ADOPTION
TO SENIOR OFFICERS
Older generations see social’s value
differently
32. BOOMERS
All about propriety. Trained in formalities, don t offend,
guarded means safe, not so great with random. Suit & tie:
trustworthy.
GENS X&Y
All about affinity. Formality is boring. Grew up with Google
so sharing means being found. Suit & tie: untrustworthy.
Mgmt needs to realize that social
mores they take for granted have
changed, and social’s rapid adoption
2011-2012
is due to this. They’re looking at it
through an inaccurate lens.
WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
33. 1
TRENDS:
MASHABLE.COM
ARGUMENTS:
CASESTUDIESONLINE.COM
STUDY & PLAN GOVERNANCE EXAMPLES:
SOCIALMEDIAGOVERNANCE.COM
SURVEY OF POLICE TWITTER USE:
http://j.mp/policetwitter
34. BEST BUY LAUNCHED
TWELPFORCE TO
EMPOWER 12,000
SOME EMPLOYEES TO ANSWER
THOUGHTS TECH QUESTIONS.
ABOUT RISK Q: “DO WE REALLY TRUST
THEM TO SAY THE RIGHT
THING ONLINE?”
A: WE TRUST THEM IN THE
STORE ALL DAY LONG
35. 2
NOW THAT WE UNDERSTAND THE
RISKS AND REWARDS, WHAT SHOULD
WE LISTEN FOR?
MENTIONS
LISTEN SENTIMENT
EMPLOYEE POSTS
RELATED TOPICS
36. OBTAIN INTEL
IDENTIFY ADVOCATES AND DETRACTORS
DETERMINE SUCCESS OF OUTREACH
CAMPAIGNS
DETERMINE VOLUME OF BUZZ, SHARE OF
LISTENING VOICE, OVERALL SENTIMENT, PUBLIC
REACTIONS, TOPICS TIED TO YOUR FORCE
GOALS IDENTIFY PR CRISES EARLY
CORRECT MISPERCEPTIONS AND DEFEND
AGAINST ATTACK
IDENTIFY AND CORRECT ONLINE
MISBEHAVIOUR BY EMPLOYEES
(CAN’T GET THIS IF SOCIAL ACCESS IS
TURNED OFF AT THE STATION)
37. FREEBIES:
CRAWLED INTERNET MENTIONS ON
BLOGS AND NEWS SITES
TWITTER (2 WEEKS)
FREE VS. MESSAGE BOARDS, FORUMS
PAID IMAGES AND VIDEO
PAID TOOLS:
LARGER GOOGLE DATASETS
NON-ENGLISH SITES
DEEPER TWITTER ARCHIVES
FACEBOOK FAN PAGES
42. 3
NOW THAT WE CAN HEAR OUR
MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT
Tagged well and easily consumed
THOUGHT LEADERSHIP
What’s your vision on gang control?
Drug houses?
PUBLISH PROOF POINTS
Show proof of departmental success
STORYTELLING PIECES
HOW-TOS, FAQs AND GUIDES
PUBLISH YOUR SOCIAL POLICY!
No Canadian or US police agencies
included a link to their official policies
43. 4
NOW THAT WE’RE PUBLISHING, HOW
DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS &
GOVERNANCE
ENGAGE Both internal and external
CREATE OPPORTUNITIES TO INTERACT
WITH THE CONTENT
Encourage comments, suggestions
HEAR & RESPOND
Acknowledge them immediately, set
expectations on response, and help the
public understand the prioritization of
resources
44. ONLINE REPUTATION RESPONSE PROCESS
LOCATION
EXTERNAL
ON-‐SITE
POST
POST
TYPE
OF
COMMENT
POSITIVE
BASHING
/
ERRORS
/
NEGATIVE
RANT
/
SATIRE
COMMENT?
DEGRADING
MISGUIDED
EXPERIENCE
TYPE
OF
RESPONSE
CONCUR
RESPOND
MONITOR
RESPOND
RECTIFY
PUBLICLY
POSITIVELY
SILENTLY
WITH
FACTS
EXPERIENCE
BASED
ON
US
AIR
FORCE
WEB
POSTING
RESPONSE
ASSESSMENT
V2.0
45. 5
NOW THAT WE’RE INTERACTING,
HOW CAN WE CREATE
INFLUENCE?
INFLUENCE HOW CAN WE ENABLE LIKING,
FANNING, AND FORWARDING?
Easy solution: just ask
HOW CAN WE IDENTIFY THOSE
WITH THE GREATEST INFLUENCE
AND ENGAGE THEM?
Goes back to listening efforts
47. 6
HOW CAN OUR INFLUENCE
INSPIRE ACTION AND
ADVOCACY?
CAN WE INSPIRE
CONSUMERS TO SEND
ADVOCACY OTHERS TO US?
CAN WE INSPIRE THEM TO
DEFEND US IN SOCIAL
CHANNELS?
48. TO ACHIEVE ENGAGEMENT, INFLUENCE, AND ADVOCACY,
THERE HAS TO BE
A EMOTIONAL
CONNECTION
WITH THE PUBLIC.
51. DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
My former employer DDB started by
introducing the character via traditional
broadcast: an empathetic character that
helped explain the product benefit.
62. People even submitted pasta art.
Think about that: they took the time to
create PASTA ART for a brand avatar!
63. FIRST MONTH:
6000 FACEBOOK FANS
375,000 VIDEO IMPRESSIONS; total
SO DID IT media cost: $0
WORK? 20,000 SALTY & PEP SHAKERS SOLD
OUT
HIGHEST SITE TRAFFIC EVER
RESULTS
UNIT SALES ROSE BY 24% OVER
FOR KNORR THE PREVIOUS YEAR
SIDEKICKS SURPASSED UNCLE
BEN’S AS #1 BRAND IN THE
CATEGORY
64. WHAT RESULTS WOULD WE HAVE
SEEN IF WE’D ONLY PLANNED
SOME SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?
PEOPLE RESPOND TO OTHERS –
EVEN AVATARS – WHEN THERE IS
A PERSONAL CONNECTION
65. HELP SENIOR DECISION
MAKERS UNDERSTAND THE
CULTURE SHIFTS
PLANNING REDUCES FEAR
PARTING
THINK BEYOND PUBLISHING
THOUGHTS
A PERSONAL CONNECTION
FROM A INSPIRES ENGAGEMENT
MARKETER ENGAGEMENT BUILDS TRUST
– AND PEER INFLUENCE IS
TRUSTED
LEVERAGE THE VOICES OF
THE PUBLIC
68. ANT’S EYE…WHO?
Ant’s Eye View is a management
consultancy focused on transforming
organizations by integrating the
customer’s voice throughout the
entire operation.
We are composed of the social media
leads from some of the world’s large
enterprises.
We chose the name Ant’s Eye View
because we believe in viewing
organizations from the customers’
perspective – from the ground up.
http://antseyeview.com