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Montana Lottery Social Networking Works Tara Hanley Communications Specialist . Outline Our Social Networking Sites/tools What works - What doesn’t Tips Make Facebook® “attractive” Manage your expectations Embrace criticism and negative comments Allow Facebook® to build over time

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Montana lottery social networking works tara hanley communications specialist

Montana Lottery

Social Networking Works

Tara Hanley

Communications Specialist


Montana lottery social networking works tara hanley communications specialist

Outline

Our Social Networking Sites/tools

What works - What doesn’t

Tips

Make Facebook® “attractive”

Manage your expectations

Embrace criticism and negative comments

Allow Facebook® to build over time

Discussion Topics


Montana lottery social networking works tara hanley communications specialist

Our Social Networks

Twitter

www.twitter/montanalottery

Facebook

www.facebook.com/montanalottery

You Tube

www.youtube.com

Text Messaging

Text “win” to 20123

Email Alert Messages: Player’s Club


Montana lottery social networking works tara hanley communications specialist

What works

Keep it fun

Post like you’re talking to friends

Post often, with new information

New scratch games

High jackpot alerts

Winner Awareness

Upcoming events and promotions

Keep it interactive

Comment to players, retailers, skeptics

Address and answer all comments and questions


Montana lottery social networking works tara hanley communications specialist

“The beautiful thing about sites like Twitter and Facebook is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

Scott Monty

Ford Motors


Montana lottery social networking works tara hanley communications specialist

What doesn’t is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

Don’t sell on Facebook®

Facebook® should not be used as a selling tool

It’s a way to build good rapport and relationships with fans

Don’t use Facebook® as a homepage

The purposes are different

The functions are different

Use Facebook® to direct fans to homepage


Montana lottery social networking works tara hanley communications specialist

Tips is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

Strategic Plan to outline purpose and goals

Creative Design

Citrus, Inc.

Multiple Administrators including Facebook® staff, Lottery Staff and Ad Agency

A lot of time to set up and design, little time to manage


Montana lottery social networking works tara hanley communications specialist

Make Facebook® attractive is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

Use vanity URL

www.facebook.com/montanalottery

VS

www.facebook.com/home.php?#/pages/17452843173?ref=ts

Use unique graphics and ‘boxes’

Link to pages or websites in posts


Montana lottery social networking works tara hanley communications specialist

Manage you expectations is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

It’s not a selling tool

Fans will increase over time

Fans will become more comfortable with posting and commenting over time

You get out of it what you put into it

Start out by focusing on one game. Then expand


Montana lottery social networking works tara hanley communications specialist

Embrace criticism and negative comments is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

Use these comments as a way to address issues to ALL fans at once

Some of the issues in Montana:

Only certain cities sell winners

Only retailers or clerks win high tier prizes

Gambling is an addiction

The Lottery is an expensive agency for MT

Nobody ever wins in MT


Montana lottery social networking works tara hanley communications specialist

Allow Facebook® to build over time is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

We launched in March 2009

Currently have about 1,420 fans

Compare the numbers:

Almost 1 million population

Approximately $44 million in FY sales


Montana lottery social networking works tara hanley communications specialist

Discussion Topics is that it's a one-to-one conversation. You're addressing whoever wrote the original comment. But you're doing it in the public square."

Incorporate all tools

Facebook®

Twitter®

Text Messaging

Email Alerts

Vendors, costs how to get started

Rocketbux – Text Messaging Service; approx. 2,500 subscribers

Utilize Creative team/ad agency

Excessive Messaging and the consequences