“Building Your Digital Tool Box”

1. “Building Your Digital Tool Box” Liam O’Mahony, MBA City of Chandler October 18, 2012

2. Digital Marketing Terminology Definitions • Widget – add-on tools to a website’s primary features. • Chiclet – Nickname for social media icons with direct links to sites. • B-Roll – Video footage that can be repurposed for marketing uses. • CRM – Customer Relationship Management

3. Conduct Annual Website Audit! • Like your car and teeth, your website needs check-ups • Even a good layout can use a periodic makeover • Browse for outdated copy, obsolete terms & bad links • Look for redundant links or overly long descriptions • Print the main pages out, read the copy out loud, have a non-user critique its ease of use and functionality • BeforeAfter

4. Consider Impact of New Features • Post previews and photo galleries • Incorporate social media “chiclets” • Newsletter sign-up button/link to latest edition • Embed small video widget player adjacent • Is special events calendar prominent enough? • Brag a little- highlight awards

5. Unify Look & Feel of Logo / Colors / Tagline Newsletter Header Promotional E-blast City Wallpaper & Social Media Sites

6. Develop A Content Calendar • You are your own news channel – make it concise, compelling and comprehensive! • Experiment but excel in few core channels – you don’t need every toy in the store. • Leverage signature events, developments, groundbreakings & announcements to create a balanced editorial schedule. • Repurpose blogs, press releases and event recaps into blogs, photo galleries to stretch mileage of news. • If showcasing your brand is the objective, the story/message is your strategy, the format is your tactic and social application is the tool.

7. Provide Valuable Information • Develop themes for digital media: • “Friday Fun Fact,” “Did you know or “Ask Expert” • Provide intriguing, colorful organization facts, historical notes, context and future planning, sustainability or conservation • When you are in writer’s slump or things are slow, pull up easy ones like trivia, anniversaries and milestones to highlight programs.

8. Extend Event Branding to Online Channels MAYOR TIBSHRAENY’S DAY OF PLAY

9. Cross-Promote Signature Event Brand on Social Media PAST MARKETING LACKED BRANDING TO DEFINE EVENT

10. Video Marketing • Extend brand on YouTube or Vimeo • Logo consistency on social sites • Most people will watch 2-3 minutes • Customize main video according to season/event previews • Create playlists with events, B-roll • and video tours: http://www.youtube.com/watch?v=cO_lxMx5as0&list=PL2BA847C34D7837E3&index=1&feature=plpp_video • Testimonial videos can be powerful • Optimize captions, descriptions & dates for evergreen videos • Cross-promote consistently on social media to synchronize awareness

11. Vetting Your Video Options • Create short interviews segments highlights of special events • Edit digital photos with music for a montage if you don’t have actual footage of events: http://www.youtube.com/watch?v=DOnJfVK0y7c&list=PLBF1DC10AEAA8604E&index=2&feature=plpp_video • Stretch the mileage of videos by updating info, captions and descriptions for ongoing use • Film PSAs on safety, fitness tips, instructor interviews or class demonstrations: http://www.youtube.com/watch?v=si-MhtV6A3w&list=PL629E699D4911E730&index=1&feature=plpp_video

12. Visual Marketing - Twitpic/Instagram • Post event flyers, proclamations & action photos • Photos from events before, during and after to encourage attendance & future participation • Recognize awards and achievements • Thank staff, volunteers, partners and sponsors • Track number of times viewed for baseline metrics

13. Staff Marketing Meetings • Do you hold a standing marketing meeting? • Consider inviting a media guest or digital media expert each month to present • Annual marketing report for Parks & Recreation Board and/or Mayor & Council

14. Reporting & Targeting • Review annual satisfaction surveys to pinpoint communication outlets that are most popular • Periodic web measurement (IT internal or free tools) • Check Google business listings every few months • Create an annual database to assess traffic trends for search terms and actions to websites • CRM: use data to segment/target promotions • Electronic discounts / specials / reminders • Registration reminders / pass renewals • Referral incentives

15. Monitor Google Business Listings

16. Online Metric Reports

17. Closing Thoughts Always embrace the three Cs: I. Content - Develop new stories and share II. Community – Listen to ideas and respond III. Creativity– Maintain brand & visual storytelling; distribute compelling information in unique ways with human interest. Think of New “SWOT” Approach! • “S” for Sharing information, transparency • “W” for Welcoming ideas & suggestions • “O” for Organizing content and channels • “T” for Targeting audiences by channel

18. More Videos & Marketing Information 1. Arizona Interactive Marketing Association (AZIMA): http://joinazima.org/ 2. Chandler YouTube Channel: www.youtube.com/chandlerrecreation 3. Marketing blogs: www.liamomahony.com