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The New England Water Works Association has formed a Social Networking Committee and is implementing strategies to improve communication and engagement with its members through social media.
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NEWWASocial Networking
Jon DiPietroChair, Social Networking Committee (NEWWA)Member, IMTech Committee (AWWA) @JonDiPietro
Communication Strategy
Current:
PUSH (opt-out):Direct mailEmail
Future:
PULL (opt-in):BlogFacebook
Current: Facebook Fan Page
• Opt-in• Viral• Conversational• Analytics• Reach• Demographics• Cost
Current: Facebook Fan Page
• Photos most popular
• Generate most traffic
Current: Facebook Fan Page
• Discussions not popular
• Long tail too short
Current: Facebook Fan Page
• Increasingly using events
• Builds buzz• Extra
reminders• Reach
Current: Facebook Fan Page
• Insights: Marketing data
• Engagement• Reach• Demographics• Trends
Future: Social Networking Committee
• Mission:Implement and educate
• Recruitment:Requires education process
• Strategy:Maximize reach and engagement with existing content through (mostly) free channels
• Tactics:Integrate blog into CMS, link with social media channels, provide training
Future: Content Conveyor Belt
Existing contentSearch engines
Members
Content Conveyor Belt
Reuse existing content
Content Conveyor Belt
Load it into a blog and/or email to Posterous
Content Conveyor Belt
Category A
Category B
Tag 1
Tag 2
Tag 3
Tag 4
Label the content to make it searchable and subscribable
Content Conveyor Belt
Content automatically flows to Twitter, Facebook, FriendFeed, Flickr, YouTube, RSS
Content Conveyor Belt
Watch analytics and track inbound sources
Content Conveyor Belt
Parts List:• Web site hosting
$96 - $240 / year• Open source content management system
free (WordPress, DotNetNuke)• Plugins
free - $100• Social Media
free
Content Conveyor Belt
Play Book:• New web site (DotNetNuke CMS)• Posterous (content aggregation & distribution)• Social Media channels– Facebook– Twitter– FriendFeed– Flickr
– YouTube– Slideshare– Scribd
ContactKirsten King
Director of Communications, [email protected]
508-893-7979
Jon DiPietroChair, Social Networking [email protected]@JonDiPietro603-606-5937
