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Social Media & the Waste Management Sector

Social Media & the Waste Management Sector. Jill Dobson. Who am I?. Jill Dobson, PR and marketing consultant Set up October 2011 PR Manager for South Tyne & Wear Waste Management Partnership . We’re going to talk about. When social media arrived

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Social Media & the Waste Management Sector

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  1. Social Media & the Waste Management Sector Jill Dobson

  2. Who am I? • Jill Dobson, PR and marketing consultant • Set up October 2011 • PR Manager for South Tyne & Wear Waste Management Partnership

  3. We’re going to talk about... • When social media arrived • What exactly, is social media • The advantages • The issues • How and why the waste sector is using it • When it goes wrong • How to manage it

  4. Major changes in communications Newspaper 1650 Telephone 1876 Radio 1902 TV 1927 Internet 1994 Helllooo WORLD! Blogging 1999 Everyone gets a voice! Facebook 2004 YouTube 2005 Broadcast yourself! Twitter 2006

  5. What is social media? • Internet-based tools for sharing and discussing information among people • Internet media that has the ability to interact with it in some way • Facilitation and practice of engagement and conversation online • TWO-way communications • It’s “social” meaning INTERACTION

  6. What is social media?

  7. What is social media? Users create a Profile about themselves and connect with friends. 955m+ users. Facilitates real-time personal “status updates” through short broadcasts to other subscribers. 500m+ users. Online networking community for business people. 161m+ users.

  8. Just another communications tool? • Yes! • Treat with same caution you would when dealing with media • Should be used as part of wider communications strategy • Social Media can compliment other PR tools

  9. Social media – the pro’s • Free to use • Chance to broadcast ‘non news’! • Drive traffic to your website • Raise awareness of your services/product • Direct engagement with customers • Increase loyalty amongst customers • Can improve customer service

  10. Social media – why is it feared? • Audiences TALK BACK and sometimes you don’t like what they say! • Leads to an organisation devolving some control over message and brand • Requires mix of authenticity, openness and transparency • Culture change...

  11. Common issues • Giving content a personal, as opposed to a corporate voice • Difficult to quantify R.O.I • Perception of wasted of time & resources

  12. Waste sector is mainly using… - Reach consumers - Consumers or businesses - Professionals or businesses

  13. Why do they use it? “I'm researching why waste companies use social media to communicate. What are your top reasons for using SM please?”

  14. Why do they use it? • Makes customer service more responsive • Demonstrate expertise/thought leadership • Build our brand

  15. Why do they use it? • Promoting news about the company • Promoting job vacancies • Watching competitors - monitoring news/announcements, gossip etc • Monitoring customer or public complaints, or any other noise about us and responding if necessary

  16. Why do they use it? • Direct, informal engagement • Easy way to find target clients • Easier to build rapport ‘offline’ if have chatted online first • Free and easy to manage • Tell customers our news • Demonstrate capacity and credibility

  17. Why do they use it? • SM allows us to connect directly with our stakeholders in a quick & informal way - if you have no presence - you have no voice

  18. Why do they use it? • Helps achieve two-way communications • “Social media has changed the way we communicate – we are more open and transparent than ever before” • To get corporate messages and news out there • We like to share images of our work to show the “real us”

  19. Why do they use it? • Few facility in Suffolk • Has opposition and it’s own Twitter account • 100 followers • Site manager tweets updates • Promotes openness and readiness to answer questions in public way • Nothing to hide

  20. Why do they use it?

  21. When it goes wrong “When you make something with pride people can taste it” – McD Potato Supplier #McDStories

  22. “I once found a piece of meat in a McDonalds burger” #McDStories “Once I walked into McDonalds and could smell Type 2 diabetes in the air and I threw up” #McDStories “I haven’t been to McDonalds in years because I’d rather eat my own *****” #McDStories

  23. How to manage it • Be selective with media you use • Most important rule: ‘Don’t be stupid!’ • Broadcast all your good news • Monitor what others say about you • Don’t slag off your competitors • Interact with and respond to your audience • ‘Rage Monitor’ - do not fight back or get angry with negative comments

  24. How to manage it • Ensure messaging remains clear and targeted to your audiences • Create valuable content • Respond in good time • When responding – personalise it

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