VANCOUVER, BC, CANADA - April 11, 2011 - Speech from the 2011 Police Leadership Conference discussing how social marketing techniques used by major brands can be used to enhance police communications and engagement with the public.

1. APPLYING A
MARKETING LENS
TO POLICE
COMMUNICATIONS
ERIC WEAVER • VP SOCIAL STRATEGY • @WEAVE
2011 POLICE LEADERSHIP CONFERENCE • #PLC2011VAN

2. MARKETING? RELATED TO POLICE COMMS?
MARKETERS ARE LOOKING TO SOCIAL TO:
build awareness.
convert the interested.
increase revenue.
PUBLIC SAFETY MIGHT LOOK AT IT TO:
alert the public.
inform/educate the community.
enhance departmental reputation.
perform online forensics.

3. BUT WE’RE FACING THE SAME HURDLES
The public is time-starved and distracted.
Trust is harder to come by.
Their expectations can often be ridiculous.
One blogger can outshout us.
Senior officers (or marketers) often don’t
get the value of social tools.

4. “MAYBE SOCIAL MEDIA WILL
BE THE MAGIC BULLET.”
SO YOU’RE TWEETING. YOU SET UP
A FAN PAGE. POSTED SOME VIDEOS
ON YOUTUBE.
IF YOU’RE LIKE MANY OTHERS,
YOU’RE WONDERING…
NOW WHAT?

5. AM I DOING THIS RIGHT?
CAN WE GET MORE FANS?
MORE DIALOGUE?
HOW DO I GET MORE ATTENTION?!?

6. WHAT WE ARE NOW SEEING IS A
PROFOUND
CULTURAL
SHIFT
6

7. NUMBER OF PEOPLE
JOINING LINKEDIN.COM DAILY
67,000+

8. FACEBOOK USERS WORLDWIDE
665,000,000 SOURCE: SOCIALBAKERS.COM

9. 888,000+
PEOPLE JOIN FACEBOOK EVERY SINGLE DAY
2009 POPULATION OF VANCOUVER
576,000

10. 55
AVERAGE
NUMBER OF
MINUTES
USERS
SPEND EACH
DAY ON
FACEBOOK
10

11. 50%
CONSUMERS
WHO ARE
MORE LIKELY
TO BUY IF
ENGAGED VIA
SOCIAL
SITES
CHADWICK MARTIN
BAILEY, FEB 2010

12. LET’S TAKE A FRESH LOOK AT
THE PRACTICE OF MARKETING &
PUBLIC COMMUNICATION

13. MODERN
MARKETING
WAS BORN IN
THE MID 20TH
CENTURY

14. “THE OUTBOUND VOICE”:
LET’S TELL A (BRAND)
STORY
LET’S EVOLVE EVERY NICHE
OF MARKETING INTO A
SOPHISTICATED FIELD
LET’S FIND NEW WAYS TO
INTRUDE, INTERRUPT AND
DIVERT
HAS IT WORKED?

15. MCDONALD’S:
I’M ________ ______

17. MAXWELL HOUSE COFFEE:
GOOD TO THE ________ ________

18. MONOLITHIC MESSAGES
WORKED IN THE PAST
WHEN WE HAD:
Limited product choice
Limited media
channels
Longer brand
Traditional advertising and
interactions marketing communication was
formed when we had 3 TV
Higher barriers to channels, 1 hometown paper,
entry and no Internet.

19. BUT NOW…
CONSUMERS HAVE ENDLESS
CHOICE. Instead of coffee in a
can, I can get a half-caff, mocha
frappa latte, no foam no sleeve,
no whip. Sometimes at 3am.

20. CULTURAL CHANGES IMPACTING COMMUNICATIONS
When modern marketing was
created, we had lots of time,
attention and trust. And very little
noise or choice.
H
BLIS
O PU
TY T
BILI
ER A
But with the advent of the Internet,
product choice and media clutter are
SUM
through the roof. Time, attn & trust are
low. The consumers’ voices are loud. I
CON
can pull two levers: trust, and the
consumers’ voice.
ORIGINAL
VERSION:
AGENT
WILDFIRE

21. ORGANIZATIONAL REPUTATION IMPACTORS
US 2006
US 2010
Quality products & services
53%! Transparent & honest practices
83%!
Attentive to customer needs
47%! Company I can trust
83%!
Strong financial performance
42%! High-quality products/services
79%!
Fair pricing
38%! Communicates frequently
75%!
A well-known brand
37%! Treats employees well
72%!
Good employee relations
35%! Good corporate citizen
64%!
Socially responsible
33%! 58%!
Prices fairly
Visible CEO
23%! 48%!
Innovator
Dialogue with stakeholders
23%! 47%!
Top leadership
Employee/CEO blogs
12%! 45%!
Financial returns
What’s happened in just the last five
years? TRUST ISSUES move to the top of
EDELMAN TRUST BAROMETER, 2010
reputation management.

22. TRUST IS ERODING – BUT SOCIAL CHANNELS, USED
AUTHENTICALLY, CAN PROVIDE PROOF POINTS AND
REBUILD TRUST
FLICKR.COM/PHOTOS/POWERBOOKTRANCE

23. MANY ORGANIZATIONS START OUT THINKING:
“I’LL USE SOCIAL MEDIA TO
CHEAPLY PUSH MY CONTENT AND
MESSAGE TO NEW AUDIENCES.”

24. ~50% OF ALL AGENCIES
TWEETED ABOUT ON-DUTY
ACTIVITIES, INCLUDING
ARRESTS
2010 STUDY OF 38% OF USERS TWEETED ABOUT
POLICE WANTED OR MISSING PERSONS
TWITTER 54% TWEETED ABOUT TRAFFIC
OR OTHER PUBLIC SAFETY
USERS ADVISORIES
35% OF ALL ACCOUNTS
TWEETED ABOUT POLICE AND
COMMUNITY VOLUNTEER
ACTIVITIES

25. THERE’S A MUCH BIGGER OPPORTUNITY:
ENGAGEMENT.
INFLUENCE.
ADVOCACY.

26. THINK BEYOND PUBLISHING
STUDY LISTEN PUBLISH ENGAGE INFLUENCE ADVOCACY
If our content is If our content is
Start by You can’t know If our content
engaging influential
studying what to publish NOW we can connects with
enough, it will enough, it will
the trends, unless you know publish cost- the audience,
be shared, create advocacy.
the tools, what people effectively. they will
fanned, People will ACT
the market want to hear. engage.
forwarded. and DEFEND.

27. SIX STEPS TO
INTEGRATED SOCIAL

28. 1
DECIDE ON YOUR TONE AND MANNER
Authoritarian? Friendly? Decisive?
LEAD THE CONVERSATION WITH LEGAL
ABOUT RISK & PRIVACY
Precedents are now being set
Privacy impact of monitoring is foggy
DETERMINE INQUIRY HANDLING
STUDY & PLAN Response times? Follow-up?
DETERMINE EMPLOYEE GOVERNANCE
Balancing freedom of speech with
departmental reputation
Should employees identify themselves?
Do officers know when colleagues are
under cover?

29. THE IMPORTANCE OF GOVERNANCE
A Santa Monica police officer and a suspect were both shot in an altercation
and ended up at the same hospital. The force kept the officer’s identity secret
from the known gang member. But a retired officer unknowingly published the
officer’s name in relation to the incident. Have to be VERY CLEAR about
employee governance.
CLICK TO SEE THE VIDEO AT http://blutube.policeone.com/media/6875

30. 1
PLAN FOR REPUTATIONAL INCIDENTS
What if an officer is involved in a
questionable event?
DETERMINE SUCCESS METRICS
Still largely unknown in police comms
Consider this akin to the early days of
the Internet
Just because the train is moving fast
STUDY & PLAN doesn’t mean you shouldn’t be on it
COMMUNICATE THE GENERATIONAL
REASONS BEHIND SOCIAL ADOPTION
TO SENIOR OFFICERS
Older generations see social’s value
differently

31. HOW MANY SENIOR MANAGERS SEE SOCIAL

32. BOOMERS
All about propriety. Trained in formalities, don t offend,
guarded means safe, not so great with random. Suit & tie:
trustworthy.
GENS X&Y
All about affinity. Formality is boring. Grew up with Google
so sharing means being found. Suit & tie: untrustworthy.
Mgmt needs to realize that social
mores they take for granted have
changed, and social’s rapid adoption
2011-2012
is due to this. They’re looking at it
through an inaccurate lens.
WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN

33. 1
TRENDS:
MASHABLE.COM
ARGUMENTS:
CASESTUDIESONLINE.COM
STUDY & PLAN GOVERNANCE EXAMPLES:
SOCIALMEDIAGOVERNANCE.COM
SURVEY OF POLICE TWITTER USE:
http://j.mp/policetwitter

34. BEST BUY LAUNCHED
TWELPFORCE TO
EMPOWER 12,000
SOME EMPLOYEES TO ANSWER
THOUGHTS TECH QUESTIONS.
ABOUT RISK Q: “DO WE REALLY TRUST
THEM TO SAY THE RIGHT
THING ONLINE?”
A: WE TRUST THEM IN THE
STORE ALL DAY LONG

35. 2
NOW THAT WE UNDERSTAND THE
RISKS AND REWARDS, WHAT SHOULD
WE LISTEN FOR?
MENTIONS
LISTEN SENTIMENT
EMPLOYEE POSTS
RELATED TOPICS

36. OBTAIN INTEL
IDENTIFY ADVOCATES AND DETRACTORS
DETERMINE SUCCESS OF OUTREACH
CAMPAIGNS
DETERMINE VOLUME OF BUZZ, SHARE OF
LISTENING VOICE, OVERALL SENTIMENT, PUBLIC
REACTIONS, TOPICS TIED TO YOUR FORCE
GOALS IDENTIFY PR CRISES EARLY
CORRECT MISPERCEPTIONS AND DEFEND
AGAINST ATTACK
IDENTIFY AND CORRECT ONLINE
MISBEHAVIOUR BY EMPLOYEES
(CAN’T GET THIS IF SOCIAL ACCESS IS
TURNED OFF AT THE STATION)

37. FREEBIES:
CRAWLED INTERNET MENTIONS ON
BLOGS AND NEWS SITES
TWITTER (2 WEEKS)
FREE VS. MESSAGE BOARDS, FORUMS
PAID IMAGES AND VIDEO
PAID TOOLS:
LARGER GOOGLE DATASETS
NON-ENGLISH SITES
DEEPER TWITTER ARCHIVES
FACEBOOK FAN PAGES

38. GOOGLE ALERTS
SAMEPOINT
SOCIALMENTION
BLOGPULSE
FREEBIES KLOUT
Limited data, TECHNORATI
limited insights FILTRBOX
YACKTRACK
TWITTER SEARCH
TWENDZ

39. PAID TOOLS CYMFONY
Deeper data samples; RADIAN6
better results;
SYSOMOS
partnerships with
Google, Facebook; rich SCOUTLABS
media & comments;
multiple languages VISIBLE TECHNOLOGIES

40. SCOUTLABS 40

41. SCOUTLABS 41

42. 3
NOW THAT WE CAN HEAR OUR
MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT
Tagged well and easily consumed
THOUGHT LEADERSHIP
What’s your vision on gang control?
Drug houses?
PUBLISH PROOF POINTS
Show proof of departmental success
STORYTELLING PIECES
HOW-TOS, FAQs AND GUIDES
PUBLISH YOUR SOCIAL POLICY!
No Canadian or US police agencies
included a link to their official policies

43. 4
NOW THAT WE’RE PUBLISHING, HOW
DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS &
GOVERNANCE
ENGAGE Both internal and external
CREATE OPPORTUNITIES TO INTERACT
WITH THE CONTENT
Encourage comments, suggestions
HEAR & RESPOND
Acknowledge them immediately, set
expectations on response, and help the
public understand the prioritization of
resources

44. ONLINE REPUTATION RESPONSE PROCESS
LOCATION
EXTERNAL
ON-­‐SITE
POST
POST
TYPE
OF
COMMENT
POSITIVE
BASHING
/
ERRORS
/
NEGATIVE
RANT
/
SATIRE
COMMENT?
DEGRADING
MISGUIDED
EXPERIENCE
TYPE
OF
RESPONSE
CONCUR
RESPOND
MONITOR
RESPOND
RECTIFY
PUBLICLY
POSITIVELY
SILENTLY
WITH
FACTS
EXPERIENCE
BASED
ON
US
AIR
FORCE
WEB
POSTING
RESPONSE
ASSESSMENT
V2.0

45. 5
NOW THAT WE’RE INTERACTING,
HOW CAN WE CREATE
INFLUENCE?
INFLUENCE HOW CAN WE ENABLE LIKING,
FANNING, AND FORWARDING?
Easy solution: just ask
HOW CAN WE IDENTIFY THOSE
WITH THE GREATEST INFLUENCE
AND ENGAGE THEM?
Goes back to listening efforts

46. SOCIAL CONTENT NEED NOT BE EXPENSIVE

47. 6
HOW CAN OUR INFLUENCE
INSPIRE ACTION AND
ADVOCACY?
CAN WE INSPIRE
CONSUMERS TO SEND
ADVOCACY OTHERS TO US?
CAN WE INSPIRE THEM TO
DEFEND US IN SOCIAL
CHANNELS?

48. TO ACHIEVE ENGAGEMENT, INFLUENCE, AND ADVOCACY,
THERE HAS TO BE
A EMOTIONAL
CONNECTION
WITH THE PUBLIC.

49. THE ASK:
SELL A PRODUCT
BENEFIT FOR A
NON-EMOTIONAL
PRODUCT

50. ENTER
SALTY: A
CREATIVE
HOOK WITH
STRONG
EMOTIONAL
& SOCIAL
APPEAL

51. DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
My former employer DDB started by
introducing the character via traditional
broadcast: an empathetic character that
helped explain the product benefit.

52. They then took the character into print
and in-store.

57. DDB got lots of press and blogger pickup.
The character had become “remarkable”
– worthy of remark (sharing).

58. Let’s see how DDB continued to tell the
Salty’s Life story on YouTube with
broacast-quality spots.

59. DDB asked consumers to upload photos to
a Salty photo contest. They purchased the
shakers just to submit photos like these.

60. Some even uploaded videos of their kids
playing with the shakers, garnering
thousands of views.

61. Some staged culinary photo
shoots featuriing the shakers.

62. People even submitted pasta art.
Think about that: they took the time to
create PASTA ART for a brand avatar!

63. FIRST MONTH:
6000 FACEBOOK FANS
375,000 VIDEO IMPRESSIONS; total
SO DID IT media cost: $0
WORK? 20,000 SALTY & PEP SHAKERS SOLD
OUT
HIGHEST SITE TRAFFIC EVER
RESULTS
UNIT SALES ROSE BY 24% OVER
FOR KNORR THE PREVIOUS YEAR
SIDEKICKS SURPASSED UNCLE
BEN’S AS #1 BRAND IN THE
CATEGORY

64. WHAT RESULTS WOULD WE HAVE
SEEN IF WE’D ONLY PLANNED
SOME SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?
PEOPLE RESPOND TO OTHERS –
EVEN AVATARS – WHEN THERE IS
A PERSONAL CONNECTION

65. HELP SENIOR DECISION
MAKERS UNDERSTAND THE
CULTURE SHIFTS
PLANNING REDUCES FEAR
PARTING
THINK BEYOND PUBLISHING
THOUGHTS
A PERSONAL CONNECTION
FROM A INSPIRES ENGAGEMENT
MARKETER ENGAGEMENT BUILDS TRUST
– AND PEER INFLUENCE IS
TRUSTED
LEVERAGE THE VOICES OF
THE PUBLIC

67. THANK YOU.
ERIC WEAVER
VP DIGITAL STRATEGY
ANT’S EYE VIEW
+1 310 494 6492

68. ANT’S EYE…WHO?
Ant’s Eye View is a management
consultancy focused on transforming
organizations by integrating the
customer’s voice throughout the
entire operation.
We are composed of the social media
leads from some of the world’s large
enterprises.
We chose the name Ant’s Eye View
because we believe in viewing
organizations from the customers’
perspective – from the ground up.
http://antseyeview.com