adventures in social media
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Adventures in Social Media
Rondi WatsonWI/MN MPO/DOT/RPC Transportation ConferenceAugust 23, 2011
Adventures in Social Media
Rondi WatsonDuluth-Superior Metropolitan Interstate Council
WI/MN MPO/DOT/RPC Transportation ConferenceAugust 23, 2011
Transitioning to anInteractive Web-BasedPublic Outreach Strategy
SAFETEA-LU (2005)
Emphasis on: Public Outreach
SAFETEA-LU (2005)
Emphasis on: Public Outreach
Early involvement
SAFETEA-LU (2005)
Emphasis on: Public Outreach
Early involvement More citizen input into decision-
making
SAFETEA-LU (2005)
Emphasis on: Public Outreach
Early involvement More citizen input into decision-
making “Electronically accessible formats,
including World Wide Web”
MIC Implementation Efforts
www.dsmic.org website (2006)
MIC Implementation Efforts
Public Involvement Plan Update (2007) Specified outreach techniques
Public meetings
MIC Implementation Efforts
Public Involvement Plan Update (2007) Specified outreach techniques
Public meetings Newspaper ads Legal notices Press releases
MIC Implementation Efforts
Public Involvement Plan Update (2007) Specified outreach techniques
Public meetings Newspaper ads Legal notices Press releases
Project web pages
MIC Implementation Efforts
Long Range Plan Update (2008-09) Utilized PIP techniques
Public meetings Project web pages
MIC Implementation Efforts
Long Range Plan Update (2008-09) Utilized PIP techniques
Public meetings Project web pages Online surveys Targeted mailings
MIC Implementation Efforts
Result: Limited input and public
participation!
Meanwhile...
Dramatic rise in social media activity
Meanwhile...
Dramatic rise in social media activity Internet-based applications
that allow the creation and exchange of user-generated content
Meanwhile...
Dramatic rise in social media activity Social media sites (Facebook,
Twitter, Linked In, YouTube)
Meanwhile...
Dramatic rise in social media activity Social media sites (Facebook,
Twitter, Linked In, YouTube)
Online publications (news sites, blogs, RSS feeds, email subscriptions)
Meanwhile...
Dramatic rise in social media activity Social media sites (Facebook, Twitter,
Linked In, YouTube) Online publications (news sites,
blogs, RSS feeds, email subscriptions) Reader comments and user reviews
Meanwhile...
Dramatic increase in utilization of online technologies Portability (laptops, smartphones,
ipads)
Meanwhile...
Dramatic increase in utilization of online technologies Portability (laptops, smartphones,
ipads) Virtual meetings & classrooms
(Skype/cameras)
Meanwhile...
Dramatic increase in utilization of online technologies Portability (laptops, smartphones,
ipads) Virtual meetings & classrooms
(Skype/cameras) Online dating
Meanwhile...
Dramatic increase in utilization of online technologies Portability (laptops, smartphones,
ipads) Virtual meetings & classrooms
(Skype/cameras) Online dating Crowdsourcing
MIC presence
MIC presence
MIC presence with Social Media
Why Social Media?
US Internet users spend 3x more time on blogs and social networks than on email
Why Social Media?
Regardless of age, we’re social networking
Why Social Media?
750 million active users (July 2011) 50% of active users log in on any
day 42% of the U.S. population has
a FB account (April 2010) Average user has 130 friends Average user is connected to 80
community pages, groups & events More than 30 billion pieces of
content are shared each month
Why Social Media?
107,000 active Facebook users within a 50-mile radius of Duluth-Superior
MIC planning area population of 147,000
= High local utilization
Why Social Media?
Great fit for MPOs
Why Social Media?
Great fit for MPOs “Content is king” in the social
media world – and we have lots of it
Why Social Media?
Great fit for MPOs “Content is king” in the social
media world – and we have lots of it
Our information is interesting and relevant to our local constituency
Why Social Media?
Great fit for MPOs “Content is king” in the social
media world – and we have lots of it Our information is interesting and
relevant to our local constituency
People are having more public discussions than ever before – in the virtual realm
Why Social Media?
Great fit for MPOs “Content is king” in the social
media world – and we have lots of it Our information is interesting and relevant
to our local constituency People are having more public discussions
than ever before – in the virtual realm Opportunity for meaningful public
input
Social Media Implementation
We lacked experience
Social Media Implementation
We lacked experience We hired a consultant
Social Media Implementation
We lacked experience We hired a consultant
Process Contacted 6 marketing/PR firms
(local)
Social Media Implementation
We lacked experience We hired a consultant
Process Contacted 6 marketing/PR firms
(local) Interviewed 3 of these
Social Media Implementation
We lacked experience We hired a consultant
Process Contacted 6 marketing/PR firms
(local) Interviewed 3 of these Worked with MnDOT - DBE
process
PureDriven (Two Harbors, MN) Most social media experience
Interest in working with government entity
Interest in transportation (“lots of relevant content”)
Understanding of public input process
Social Media Implementation
Consultant Process
6-month timeframe April – October 2010
Consultant Process
6-month timeframe April – October 2010
$6500 initial cost
Consultant Process
6-month timeframe April – October 2010
$6500 initial cost Market survey and analysis
Consultant Process
6-month timeframe April – October 2010
$6500 initial cost Market survey and analysis 2 strategic planning sessions
Consultant Process
6-month timeframe April – October 2010
$6500 initial cost Market survey and analysis 2 strategic planning sessions 1 staff training session
Consultant Process
6-month timeframe April – October 2010
$6500 initial cost Market survey and analysis 2 strategic planning sessions 1 staff training session
Strategic Communications Plan
Strategic Communications Plan
Employ a broad set of media formats to reach various ages and interests
Strategic Communications Plan
Employ a broad set of media formats to reach various ages and interests
Utilize traditional media
Strategic Communications Plan
Employ a broad set of media formats to reach various ages and interests
Utilize traditional media Build relationships with local
reporters and news outlets Strategize about newsworthy topics Current local media contact info
Strategic Communications Plan
Employ a broad set of media formats to reach various ages and interests
Utilize traditional media Build relationships with local
reporters and news outlets Strategize about newsworthy topics Current local media contact info
Utilize social media
Utilize Social Media (Business Model)
Utilize Social Media (Public Involvement Model)
Public Involvement (more citizen input, earlier in the planning process)
Exposure
Influence
Engagement
Public Involvement (more citizen input, earlier in the planning process)
Exposure Brand awareness Visits, Page views “Likes” Subscribers
Utilize Social Media (Public Involvement Model)
Public Involvement (more citizen input, earlier in the planning process)
Exposure
Influence Thought leadership Become more “top of mind” to both public and media on transportation issues
Utilize Social Media (Public Involvement Model)
Public Involvement (more citizen input, earlier in the planning process)
Exposure
Influence
Engagement
Utilize Social Media (Public Involvement Model)
Comments, questions, discussions
MIC’s engagement goals Better engage the public (area
residents)
Utilize Social Media (Public Involvement Model)
Utilize Social Media
MIC’s engagement goals Better engage the public (area
residents) Better engage primary
stakeholders Policy Board members Advisory committees (BPAC,
HTAC)
Develop a blog site Separate from MIC website
Utilize Social Media – How?
Develop a blog site Separate from MIC website
More conversational than technical Staff-produced content - articles,
videos, guest posts and (eventually) responses
Invite comments, questions, discussions
Link to other online sources
Utilize Social Media – How?
Create a MIC page on Facebook Put a personal face to the MIC
Utilize Social Media – How?
Create a MIC page on Facebook Put a personal face to the MIC
Post photos – field work, etc. Make announcements –
meetings, etc. Funnel traffic to the more
substantive content in our blog
Utilize Social Media – How?
Create a MIC page on Facebook Put a personal face to the MIC
Post photos – field work, etc. Make announcements – meetings,
etc. Funnel traffic to the more
substantive content in our blog Visible to people without FB accounts
as well as FB users and their friends
Utilize Social Media – How?
Social Media Policy “Rules of engagement”
Who, what, how, when Definitions and goals
Relationship of social media to organizational mission and goals
Customize to suit your organization’s needs
Utilize Social Media – Our First Steps
Listen Create “listening posts” by subscribing
to a few local blogs or news sites (PerfectDuluthDay, DuluthNewsTribune)
Subscribe to a couple of other blogs on planning or transportation topics
Utilize Social Media – Our First Steps
Consultant Blog site design
WordPress platform Professional design and custom
features Coach MIC staff during startup phase
Ongoing dialogue, tips and media leads Annual cost $3,500 - $8,000
Will decrease after initial implementation
Utilize Social Media – Our First Steps
MIC Social Media Implementation Determine staffing
Dedicate a staff person (or persons) to manage social media function “Like bringing a puppy home, it’s cute
but requires regular care and feeding” Begin with staff who are comfortable
with social media
MIC Social Media Implementation Determine staffing
All staff members must also become familiar with and begin to utilize social media Public involvement requirement Strategic planning support Job description updates
Blog content development Mix of current trends and current
projects Begin with selected
projects/committees Change in tone
New style of writing Multiple revisions required, several
sets of eyes
Utilize Social Media – Our First Steps
Utilize Social Media – Our First Steps Blog name Getting Somewhere Navigating Transportation Issues In
and Around Duluth and Superior All Terrain A Duluth Superior Region Transportation Blog Can of Worms Transportation Concerns and Conundrums
in the Duluth-Superior Area Are We There Yet? A Blog about Improving
Transportation for People And Freight in the Twin Ports The Intersection A Guide to Transportation and Planning
in the Duluth-Superior Region Two Way Street Conversations about Transportation,
Access and Mobility in Duluth, MN and Superior, WI
Utilize Social Media – Our First Steps
OpenMIC Blog
Launched April 8 “Social Media in the Twin Ports” discussion on Almanac
North
OpenMIC Blog
MIC Facebook Page
Launched March 30
MIC Facebook Page
Social Media Analytics
Measure How?
Google analytics (keywords, page rank)
Facebook analytics (# fans, trends) Content and/or comments are being
added by other users Quality more important than
quantity
Social Media Analytics
OpenMIC Blog – Google AnalyticsAveraging 4 published posts per
monthAveraging 62 visits per monthAveraging 104 page viewsBounce rate 72.5%
Social Media Analytics
FacebookAveraging 5500 page views per
monthPhotos popular
Social Media Analytics
OpenMIC Blog – Traffic Sources 37% of visits come directly from
the user typing “DuluthSuperiorOpenMIC.org”
Social Media Analytics
OpenMIC Blog – Traffic Sources 37% of visits come directly from
the user typing “DuluthSuperiorOpenMIC.org”
33% come from search engines “bike” or “biking” “Duluth” or “Superior” or “MIC”
Social Media Analytics
OpenMIC Blog – Traffic Sources 37% of visits come directly from the user
typing “DuluthSuperiorOpenMIC.org” 33% come from search engines
“bike” or “biking” “Duluth” or “Superior” or “MIC”
29% come from referring sites www.dsmic.org facebook.com
Social Media Analytics
Overall: Meeting “Exposure” goal 62 blog visitors/5500 FB views per
month
Social Media Analytics
Overall: Meeting “Exposure” goal 62 blog visitors/5500 FB views per
month Will work toward “Influence” goal
by utilizing traditional media sources
Social Media Analytics
Overall: Meeting “Exposure” goal 62 blog visitors/5500 FB views per
month Will work toward “Influence” goal
by utilizing traditional media sources Will work toward “Engagement” goal
by developing calls to action and working on content
Social Media Analytics
Blog Content“Blogs function more like street performers than teachers”
Social Media Analytics
Blog Goals Increase number of visitors Increase number of page views Decrease bounce rate to 40%-50% Improve SEO (Search Engine
Optimization)
Social Media Analytics
Interactive, web-based strategies
Social Media Analytics
Questions? Comments?
Connect with Us!
duluthsuperiorOpenMIC.orgfacebook.com/dsmic www.dsmic.org
Transitioning to an Interactive Web-BasedPublic Outreach Strategy
Rondi WatsonPlanning Assistant/Social Media Coordinatorrwatson@ardc.org218-529-7511
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