Digital Communications and Social Media. June 2017

Transcription

1 Digital Communications and Social Media June

2 1. Strategic and content planning 2. Growing social media influence 3. Best-in-class tactics 2

3 1 Strategic and content planning 3

4 Strategic and content planning Key questions for your digital strategy Who are your audiences? City leaders Partners Media City residents What is your team s capacity? CRO Resilience Team City What are your team s assets? Networks of city leaders, local influencers, partners Photos and videos What are you communicating about? Events Milestones City Resilience Strategy Key themes 4

5 Strategic and content planning Strategic priorities drive channels FACEBOOK TWITTER Build community Share resilience success stories Post lists and photo galleries Ask questions that create a dialogue Host live video, video, events Mention partners and converse with influencers Network with peers, CROs, leaders Monitor and social listening, jumping into relevant conversation 5

6 Strategic and content planning Strategic priorities drive channels LINKEDIN INSTAGRAM Build a professional community Connect with partners Expand your audience locally and thematically Bring your audience behind the scenes 6

7 Strategic and content planning Strategic priorities drive channels MEDIUM WEBSITE A low-lift and shareable format Highly visual and multimedia-friendly Highly customized and requires ongoing maintenance 7

8 Strategic and content planning Plan your content Organized by channel, theme, type of engagement, content and asset needs, ownership. Outlining milestones and events, media opportunities 8

9 Strategic and content planning Leveraging your network and existing assets How can you build on the City s existing social presence and digital assets? Photos and videos Social media accounts for city leaders, other agencies and teams City strategies Blogs and op-eds Who is in your broader network of influence? Key partners, including academics, journalists and media, and community groups 9

10 2 Growing social media influence 10

11 Growing your social media presence Key Best Practices Post engaging and shareable content Use and accounts as content banks to share relevant content and grow influence Join the conversation lists at and we may retweet you from time to time Interact with and mention CROs, Mayors, Partners, and city handles Use relevant hashtags e.g. #resilientcities #urbanresilience #urbanization Be credible On Twitter, list your title in your bio, use a professional headshot, and if possible a professional user name. If applicable, get Verified On LinkedIn, keep your profile up to date, grow your network 11

12 Growing your social media presence Publishing Content Publish on Medium, LinkedIn, and for 100RC.org Posts appear on common search keywords, such as issues in cities, resilience strategy, chief resilience officer. Our content covers a wide range of topics related to resilience, can feature photos/videos, be long or short, etc. Have a clear point of view or focus Our most successful and engaging blog posts cover a specific topic and answer a specific question(s) How to Develop a Resilience Strategy, What a Chief Resilience Officer Does, What is the 100RC Network? Be highly shareable (and a little clickbait-y) The 10 Most Important issues Facing Cities, According to their Mayors Six Big Reasons We Focus on Cities Why Does Resilience Matter More than Ever? 12

13 Strategic and content planning Why should you grow your digital presence and influence? Amplify 100RC and city messaging Build the movement and practice around resilience Set a positive example for other CROs and Partners Develop a professional voice and perspective on areas of expertise Stay engaged in the current resilience conversation 13

14 Growing your social media presence Ways to get started Build and activate your social media presence, particularly on Twitter and LinkedIn Produce content around an area of expertise by authoring posts for 100RC.org blog, Medium, LinkedIn Develop a professional niche within resilience e.g. urban biodiversity, inequality in education, climate change adaptation Add social media to your online media diet 14

15 Growing your social media presence What We re Reading CityLab Citiscope CityMetric GreenBiz Urban Land Magazine Data-Smart city Solutions NextCity The Guardian Cities Who We lists at 15

16 3 Best-in-class Tactics 16

17 Best-in-class Tactics Effective Photos Sharp, active, immersive 17

18 Best-in-class Tactics Less Effective Photos Blurry, backlit, lacking context 18

19 Best-in-class Tactics Stretching Content Using existing content, such as a city strategy, to generate weeks of content around specific themes. Highlight projects and events at key moments. 19

20 Best-in-class Tactics Thought Leadership and Networking 20

21 Questions? 21