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CSTI - CCM1

Presented by Lt. Zach Perron (Palo Alto PD) and Capt. Chris Hsiung (Mountain View PD)
by

Chris Hsiung

on 9 September 2014

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Transcript of CSTI - CCM1

Engage
Inform
Lead
Improving Your Agency's Brand, Online Persona, and Engagement With Your Community
What does digital media engagement look like?
Social Media
is an Ecosystem

Engagement Strategy
Internal Strategy
Top Down Buy-In
From the Chief to the Volunteers

Social Media touches every part of the organization

Top Down Training
Briefing trainings for every work unit

What Can Social Do For Us?

Showcasing wins (officers secretly love this)

Highlight Successes
with Department & Community
Reaching the Influencers
Voice
Ours:
Professional
,
yet
humorous
&
human
whenever possible.

Guidelines on Voice
Professional, competent, and confident
Examples of Voice
Considerations for
Successful Engagement

Your Department "Brand"
If you don't define your department "brand," the public/media will do it for you
Know your message
Communicate it often
ABC = Answer, Bridge, Communicate
Repeat, repeat, repeat
Trolls
Be Genuine
Responsiveness
"I'm Sorry" and "Thank you"
Respond to comments in your "Brand" voice (NOT Joe Friday)
Don't ignore comments
Don't create YouTube moments
Professional
Twitter Accounts
"When you surprise and delight even one customer, the world is watching" - @DaveKerpen
Don't feed the trolls
Stay on your turf
Engage, but don't feed
Talk to the masses...they are watching
Most will be shouted down by your supporters
ALWAYS take the high road
Summary

Know your audience and develop your strategy around them
Don't be Joe Friday, show some personality
Allow your approach to social media to mirror your community's values and expectations
Use what works for your city
Keep your "brand" consistent
Have fun!
The Social Media Landscape
Conversations happen
WITH
or
WITHOUT
you on social media

How you
interact
with your constituents is
evolving

The customer service model is evolving through
digital media

This can be overwhelming
….where do you start?
Your community wants to talk
to you on social media

Are you listening?
Shifting Your Voice
Beyond Wonderland 2013 - CASE STUDY
Your Department "Brand": http://blog.iacpsocialmedia.org/Home/tabid/142/entryid/310/Default.aspx

#TwitterBook, Andreas Ramos: http://andreas.com/downloads/twitterbook.pdf

This presentation can be seen at http://bit.ly/ccm1-2014
What is it?
What's *your* agency's voice?
Approachable, human, and NOT cop-like
Never joke on a serious topic
Few abbreviations; usually complete sentences; occasional use of emoticons when appropriate
Consistency in voice is critical
Immediate.
Accurate.
Authority.
Human.
Approachable.
Funny.
Honest.
Cute.
Twitter Virtual Ride-Alongs
Why do them?
1. Give people insight to the daily realities of life in your agency.
2. Build your follower base in advance of a crisis.
3. Puts your voice on public display.
Palo Alto Police Dept Virtual Ride-Alongs
Results
New followers
Amazing community engagement
Lots of positive news coverage
Common Concerns
What if "nothing" happens?
What about officer safety?
Legal release of public information?
Photo and identity issues?
What about negative comments?
Advance Considerations
How are you going to handle requests from the media for a ride-along during the event?
Do you want to set up a pre-arranged meeting with the public?
What “voice” do you want to have?
Suggested Best Practices
Pick a short hashtag
(#PAPDvra)
Advertise on all platforms in advance
Put out traditional media release
Pre-script tweets in advance
Opening, closing, PSAs, cross-promotions
Pre-film videos
Use a laptop
Examples
In-Progress Incidents
Tells your community, "Turn to *us* for accurate, timely information."
Increases public trust
Dispels rumors at the outset
Monitor what is being said, and interject your agency in the conversation when necessary
Case Study
Initial Series of Tweets
Rumor Control Needed
Resolution
Another Example of
Rumor Control
Another Example of Rumor Control
The New Media
Traditional PIO model vs. contemporary PIO model
Requires a mindset change for the police about public information
Goal:
a social, symbiotic relationship
with the media
Social Symbiosis and Back-Scratching
Most TV and radio stations in the San Francisco Bay Area are requiring their reporters to be on Twitter
The reporters need followers and RTs too
Praise the media for positive stories and good coverage
You scratch our back, and we'll scratch yours
Cross-Promotions with the Media
Cops
Media
What is it? Who's in it? / @SGVLESM
Free, on-going, local, best-practice social media training
BALESMG Planning Committee member agencies are receiving statewide, nationwide, and even international attention
IACP Center for Social Media
IACP Annual Conference
Police Magazine
Behind the Badge: California Chiefs Magazine
CPOA Leadership Summit
California Chiefs Annual Conference
Cross-Promoting Other Agencies
We all benefit from the good social media work of other police agencies
Call attention to that good work whenever you can
If you would engage a business, civic group, or community member
in person, why wouldn't you do it
on social media?
QUESTION:
Resources
If you know customer service, you
ALREADY
know effective engagement strategy
Questions?
Capt. Chris Hsiung
chris.hsiung@mountainview.gov
@chMtnViewPD / @MountainViewPD
Lt. Zach Perron
zachary.perron@cityofpaloalto.org
@zpPAPD / @PaloAltoPolice
A Little About Us
The Birthplace of Silicon Valley
Facebook
Palantir
IDEO
Hewlett-Packard
Tesla
SAP
VMWare
Sun Microsystems
Pinterest
PayPal
Google
Mozilla
Intuit
Symantec
LinkedIn
Adobe Systems
Prezi: http://bit.ly/ccm1-2014
Changes officer perception of community
(officers appreciated)
It's a philosophy...not a program!
Publicity campaign
Internal training
Highlight arrest
Credit community
Repeat
Public Information Campaign
Cooperative safety message
Using Foursquare for safety message
Shifting voice to target concert attendees
Using Instagram to reach attendees
Using Instagram to reach attendees
=
=
=
Blog / Website
Lifespan of Information
Capt. Chris Hsiung
@chMtnViewPD / @MountainViewPD

Lt. Zach Perron
@zpPAPD / @PaloAltoPolice

Prezi: http://bit.ly/ccm1-2014
Seven virtual ride-alongs in the past year
Regular patrol officer
Chief Burns on a patrol shift / DUI
Dispatch
Traffic motorcycle officer
Retweets = Free Advertising
32,400 followers
45,600 followers
62,500 followers
95,200 followers
256,800 followers
21,100 followers
This is the majority that supports you
Leadership
Mentoring
Partnerships
Humor
Transparency
Pride in Organization
Common Concerns
This is going to take too much time!
Who's going to do it?
How often do you have to post things?
But we have a couple whackadoodles in town who always criticize us...
Sustainability
What about negative comments?
#MVpuma Case Study
Sheriff Arpaio, a puma and POTUS walk into Mountain View...
So begins our week.
Weekday afternoon, urban setting
Mountain lion sightings x2
Turn on radio and listen to traffic
Perimeter; air support; lock-down
Sgt. requests social call-out
Great Storify presentation assembled by online CCT curator >>
https://storify.com/public/templates/slideshow/index.html?src=//storify.com/allaboutgeorge/when-mountainviewpd-met-mtvpuma-mvpuma#2
Crisis Communication Mode
F
ocus
A
ct
S
imple
T
ime
T
one
156 comments
558 shares
2 Trolls
Intel? Priceless
Behind-the-scenes
Dispatch
Media
Tracking down researchers
Fielding Tweets, Comments + Emails
Listening to officers on-scene
Texting, Calling
Creating timeline
#MVcougar
Talking on the radio?!
#MVpuma
Google maps
What if we have to shoot the puma?
Helicopter is scaring puma
BAD idea
A1 is on-scene
Recap
Need photos
Not at CP
No darts
Respond to concerns
Start crafting messages
Best/Worst cases
Trolls
Do we respond to @MTVpuma account?
Coordinate with PIO on-scene
We're trending?
Conspiracy theorists
7HR standoff
STORIFY >> http://bit.ly/MVpuma
Full transcript