1. RiversideCa.gov Email & Social: Your Best Kept Secret April 22, 2015 California Association for Local Economic Development Training City Manager’s Office Kaitlin Bilhartz Marketing Coordinator Stephanie Harvey Marketing Manager

2. RiversideCa.gov Who do you need to talk to? All residents? Specific industries? BUILD YOUR AUDIENCE

3. RiversideCa.gov What will your audience respond to: – Email – Social media Other – Direct mail – Online advertising – Print advertising – Content marketing CHOOSE YOUR PLATFORM

4. RiversideCa.gov WHY EMAIL MARKETING? Drive Traffic Website Build Relationships Cross Promote Nurture Leads Land the Deal Cost Effective

5. RiversideCa.gov EMAIL MARKETING Step 1 – Build An Audience Ask Them To Opt In Where are you not asking? – Email/Web – Events – Hosted Meetings – Tradeshows New Subscriber Behavior

6. RiversideCa.gov Step 2 – Send Email Segment Your E-mail List – Treat each segment differently Captivating Subject Lines Choose Your Voice Optimize for Mobile Test, test, TEST Send Regularly EMAIL MARKETING

7. RiversideCa.gov EMAIL BRANDING

8. RiversideCa.gov EMAIL MARKETING Step 3 – Measure Success Open Rate CTR & Increase in web traffic Leads Unsubscribes – Frequency - #1 reason for unsubscribes – More Links = Higher CTR

9. RiversideCa.gov Email Capture Welcome Emails RFPs Integration with CRM AUTOMATION & DRIP CAMPAIGNS

10. RiversideCa.gov Cost Self-paced Networking Exposure Testimonials Generate leads Stay top-of-mind WHY SOCIAL MEDIA?

11. RiversideCa.gov YOU CAN’T DO IT ALL Choose the right platform Claim your domain, even if you aren’t currently active – Consistency RiversideCAgov vs. CityofRiverside

12. RiversideCa.gov Hootsuite – Mentions, scheduled messaging, hashtags, manage multiple accounts Bitly – URL shortening service – Tracks clicks Analytics.Twitter.com – Impressions, engagement, RT, replies, clicks ANALYTICS: IS IT WORTH IT?

13. RiversideCa.gov Phone, website, email Disclosures Special hours of operation Best way to reach Other platforms UPDATE CONTACT INFO

14. RiversideCa.gov Find your voice Human element Professional yet approachable SAY WHAT?

15. RiversideCa.gov SAY WHAT?

16. RiversideCa.gov SAY WHAT? Stay relevant, post real-time (or close to) Spell check – An embarrassing typo can cause a world of hurt and is easily avoidable.

17. RiversideCa.gov Timely Insights: Best time based on demographics Consistency: Goldilocks Quality vs. Quantity Develop a schedule – #TBT – #WordlessWednesday – #ThoughfulThursday KEEP A PULSE

18. RiversideCa.gov Engage: “Tell us” Don’t yell; invite them to the party Two-way street Inform & Inquire Answer questions within 24 hours Cross-promote; build business alliances & networks BUILD A RELATIONSHIP

19. RiversideCa.gov BUILD A RELATIONSHIP

20. RiversideCa.gov BUILD A RELATIONSHIP

21. RiversideCa.gov Call-to-action – Refer to website/blog/landing page – Hashtag MAKE IT HAPPEN

22. RiversideCa.gov Visually appealing Photos: simple, not too busy Infographics Easy-to-read charts Behind-the-scenes (i.e.: Mayor, off-limit locations, etc.) BE EYE-CATCHING

23. RiversideCa.gov BOOST IT

24. RiversideCa.gov BOOST IT

25. RiversideCa.gov Easy to connect “Insider” knowledge First to know Something they can’t find on Google Shareable content MAKE IT SPECIAL

26. RiversideCa.gov Remain calm under pressure Don’t let the Negative Nancys get to you – “We apologize you feel that way…” – Combat with positivity/options Don’t delete unless harassing. STAY COOL

27. RiversideCa.gov 1.Make a good impression: Intriguing subject line 2.Timing isn’t everything, but it’s important 3.Refine sign up process and email targeting. Scrub lists. 4.Monitor engagement and open rate 5.Use a consistent voice FIVE TIPS TO IMPLEMENT TODAY

28. RiversideCa.gov Produce Once, Share Everywhere – BUT use unique and different messages based on audience and medium Content Calendar TOOLS

29. RiversideCa.gov Resources

30. RiversideCa.gov Stephanie Harvey Marketing Manager City of Riverside sharvey@riversideca.gov @mrssmharve Kaitlin Bilhartz Marketing Coordinator City of Riverside kbilhartz@riversideca.gov @kbcruising Contact Questions? Dennis Erokan Placemaking Group HFS Consultants www.PlacemakingGroup.com 510-835-7900 ext. 203 925-381-1746 mobile www.PlacemakingGroup.com