While department websites have become commonplace, few agencies are using social media tools to promote their organization and even fewer are doing it effectively. This program will show you how to implement a P.I.E.R.S. marketing strategy integrating old, new and social media. In addition you’ll learn what policies and guides to use to keep your social media use on target and out of hot water and how to engage, accelerate and analyze your use of social media to ensure that you’re getting enough bang for your buck. Most importantly this program will show how your Department can and must leverage Social Media channels to reach the Agents of Change in your community that will take your Social Media message and help your agency engage community support, raise funds, promote life safety education, and improve service delivery.
Find more at www.romduckworth.com
8. Public Relations
◦ Developing a positive public (and internal)
perception about the fire department, its
members, its programs, and its services.
Examples
◦ Newspaper Articles
◦ Community Speaking Engagements
◦ Employee Recognition Programs
◦ Participation in Community Activities
Public Solicitation
◦ Requesting support for emergency
resources directly from the public.
Examples
◦ Firefighter Recruitment
◦ CERT and Community Team Recruitment
◦ Financial Donations
◦ Equipment Donations
◦ Discounts / Partnerships
◦ Endorsements
Public Education
◦ Changing people’s attitudes and
behavior related to safety.
Examples
◦ Smoke Detector Inspection Program
◦ Car Seat Inspection
◦ CPR Safe Community
◦ Bike Helmet
◦ File of Life
Public Information
◦Informing the public about FD
operations during emergencies.
Examples
◦ Fire /Rescue / Medical Operations
◦ Courtesy Notifications
◦ Disaster Services
◦ Training Programs
P.I.E.R.S
10. Identify Your Audience
• Community Leaders
• Business Leaders
• Agency Heads
• Government Reps
• Mutual Aid
• Shift Commanders
• Union Leaders
• PIOs
11. Select The Media
◦Old Media
– Press Releases, PSAs, Emergency Incident
Notices, Special Announcements, Disaster
Messages
Pros
• Widest Audience
• Passive
• True “Broadcast”
Cons
• Slow
• Non-Specific
• Little FD Control
• No Interactivity
• Little Sharing
12. Select The Media
◦New Media
• “About Us”, Department
Capabilities, News, Promoted Events, Special
Projects, Profiles
Pros
• Great Control
• Wide Reach
• Relatively Fast
• Shareable
Cons
• Technical
• Difficult to Attract
Attention
• Often Hard to Find
• Often Stagnant
13. Select The Media
◦Social Media
– Department Capabilities, Events, Special Projects,
News, Emergency Calls, Disaster Messages
Cheap
•(but not free)
Dynamic
•(Flexible)
Fast
•(Instantaneous)
Great Reach
•(Worldwide)
Targeted
• (Geographically /
Demographically / By
Message)
Viral
• (Exponential)
Two-way
• (Communicative)
38. • 11/2010: Connecticut,
– EMT Dawnmarie Souza
Comments about work posted on Facebook
• 8/2011: Memphis, TN,
– Lt Maurice Tolivar & Paramedic Charles
Bullock
Patient’s picture “training” posted on Facebook
• 4/2012: Harford County, MD,
– Bel Air VFC Chief Eddie Hopkins
Comments about Sonic posted on Facebook
Thought it wad a week long lecture. HAHALT. In small FD outside NYCAV SquadInterest in HOW to use technologyAll this info on SMM for business n/a to FDAm I an expert? That guy was HELPFUL!
Thought it wad a 3 day lecture. HAHALT. In small FD outside NYCAV SquadInterest in HOW to use technologyAll this info on SMM for business n/a to FDAm I an expert? That guy was HELPFUL!
The way to reach millions of interested people all over the world and, more importantly, in your own service area and community.
Clarify analytics to observe your SM ROI
PIERS for WHERE?
PIERS for WHERE?
Clarify analytics to observe your SM ROI
Clarify analytics to observe your SM ROI
Employ FIRE SERVICE analytics as well as SM analytics