WAM Presentation - February 2010


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Presentation given at the Wyoming Association of Municipalities Winter Workshop addressing the City of Fort Collins use of social media.

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  • Our story of how we entered the world of social media. -the why, the how, the challenges, and the results
  • Museum and Lincoln Center already had facebook pages. Weekly requests or questions about how we departments could use social media. And then there was this…
  • Great Facebook page. 10K plus fans All types of engagement and Fort Collins info. Redirects to City website. Not our page. If you don’t engage in this medium, some one will do it for you. Sometimes that’s okay, sometimes it’s not.
  • Marketing budgets slashed due to budget constraints. Revenue earning programs looking for ways to market effectively at a low cost. Media options dwindling – one daily paper, no more weekly pubs Competition was already using social media (Denver Center for Performing Arts, Budweiser Ctr.) Big upcoming projects were already planning on using social media: Plan Fort Collins Attendance at public meetings has been steadily decreasing Engagement where people are already gathering (had success with this at community events with the logo, applying the concept online) Customer service – organizational priority, finding more ways to improve service, more ways to gather feedback and respond
  • Education and buy in from City leadership started with Social Media 101 Found that many in leadership positions weren’t familiar with social media at all – only experience were comment board on local newspaper site This is what we shared….
  • • Internet forums/groups • Social networks • Blogs • Wikis • Podcasts • File/data-sharing • Vlogs • Social tagging • Social bookmarking • Micro-blogging • Virtual communities • RSS feeds
  • Education and buy-in
  • Education and buy-in
  • Education and buy-in
  • Free-access social networking Web site that connects people with friends and others who work, study and live around them Users can join networks organized by city, workplace, school, and region to connect and interact with other people People can also add friends, send them messages, and update their personal profiles to notify friends about their activities
  • A social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets Tweets are text-based posts of up to 140 characters in length Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them
  • Post articles Let folks comment and interact
  • Researched best practices Research!!! Other City’s, other organizations, etc. Found: varied, catered to needs of the organization and outcomes desired when using social media General enough to allow for flexibility, but strict enough to provide guidance Multi-departmental team - HR, Attorney’s Office, Communications Office Start with the purpose, not the tool How define unique business need: User perspective: not realize it’s a City service Who’s your competition/purpose Revenue dependent Amount of original content Lessons: web redesign = more things together instead of individual pages and sections divided by nonsensical categories. Users don’t think like we do. Comment Policy Monitored Rules Employee use = similar to e-mail using fcgov.com e-mails = identifying self as employee
  • Strategy Development Why are we going through all this trouble…
  • Conversation is happening with or without us some one from another community asking if they’ll do what we do
  • WoW – some one on Open Book found the charge, posted a tweet about it. I saw it and responded. Another twitter user said that they had a similar charge that was fraudulent, we reported that, everyone was happy. World of Warcraft
  • Not all positive Intersection complaint about safety Feedback on electric use campaign Blogs…haven’t gotten there yet.
  • Begin to aggressively promote with the launch of our web redesign
  • Currently this is how we operate. Still trying to figure out the best way to share the conversations that happen on social media with those who should know about it. Trying different topics and different calls to action to see how it goes. E-mail= open records rules and City e-mail retention schedules
  • Hard data: fans, followers, lists, downloads Program participation: How did you hear about today’s event? Interaction through social media accounts (comments, likes, RTs, replies) Still working on how to capture overall “value” Ultimate goal is to move citizen survey numbers
  • WAM Presentation - February 2010

    1. 1. City of Fort Collins Social Media Program A True Inspirational Story of Pain, Persistence, Policy Development . . .and Triumph
    2. 2. A Case Study… <ul><li>Identified the need </li></ul><ul><li>Education and buy-in </li></ul><ul><li>Policy development </li></ul><ul><li>Strategy development </li></ul><ul><li>More education and buy-in </li></ul><ul><li>Soft launch </li></ul><ul><li>Test and tweak </li></ul><ul><li>Measure and report </li></ul>
    3. 3. Identified the Need <ul><li>Existing Accounts </li></ul>
    4. 5. Needs <ul><li>Existing Accounts </li></ul><ul><li>New, affordable ways to promote services </li></ul><ul><li>Competition </li></ul><ul><li>Upcoming projects </li></ul><ul><li>Alternative to public open house </li></ul><ul><li>Engagement </li></ul><ul><li>Customer Service </li></ul>
    5. 6. Education and Buy-in
    6. 7. A Few Examples
    7. 8. A Few More
    8. 9. Why It’s Important <ul><li>By 2010 Gen Y will outnumber Baby Boomers…96% of them have joined a social network </li></ul><ul><li>Years to Reach 50 millions Users: </li></ul><ul><ul><li>Radio (38 Years) - TV (13 Years) </li></ul></ul><ul><ul><li>Internet (4 Years) - iPod (3 Years) </li></ul></ul><ul><ul><li>Facebook added 100 million users in less than 9 months </li></ul></ul><ul><ul><li>iPhone applications hit 1 billion in 9 months </li></ul></ul><ul><li>The fastest growing demographic using social media is 25 years old and older </li></ul><ul><li>Half of all current adult social networkers access their profiles at least every other day </li></ul>
    9. 10. Why It’s Important <ul><li>On average each adult with a social networking page or profile has profiles on 1.6 sites; 39% of adults have profiles on two or more sites. </li></ul><ul><li>If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia </li></ul><ul><li>The fastest growing segment on Facebook is 55-65 year-old females </li></ul><ul><li>More than half of Facebook users are outside of college </li></ul><ul><li>Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama </li></ul><ul><li>20% of adults have used Twitter </li></ul>
    10. 11. Why It’s Important <ul><li>The #2 largest search engine in the world is YouTube </li></ul><ul><li>YouTube = 10% of all Internet traffic </li></ul><ul><li>53% of people say that blog content influences purchase decision </li></ul><ul><li>Generations Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen </li></ul><ul><li>What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook… </li></ul>
    11. 12. Facebook <ul><li>CIA – Recruiting </li></ul><ul><li>Goal: Reach top recruits where they live online </li></ul><ul><li>Strategy: Take an agency that often seems “inaccessible” and provide colorful commentary and information about working for the CIA </li></ul><ul><li>Results: More than 6,400 fans </li></ul>
    12. 13. Twitter
    13. 14. How Others are Using Twitter <ul><li>LA Fire Department </li></ul><ul><li>Goal: Offer timely and accurate info that would improve the lives of city residents in the face of a city government apparatus (the LAFD perceived to be filled with countless bureaucratic impediments) </li></ul><ul><li>Strategy: Leverage a variety of social media outlets to reach residents live online </li></ul><ul><li>Results: More than 3,000 followers; key during 2007 wildfires; received praise from Twitter CEO for uses </li></ul><ul><li>Center for Disease Control </li></ul><ul><li>Goal: Offer timely and accurate information about Swine Flu and precautions clinicians, residents, media, etc. should take </li></ul><ul><li>Strategy: Leverage a variety of social media outlets to reach audiences live online </li></ul><ul><li>Results: More than 180,000 followers (as of April 28 there were 27,000); utilizing #swineflu in tweets </li></ul>
    14. 15. Blogs <ul><li>Transportation Security Administration (TSA) </li></ul><ul><li>Goal: Get airline passengers and agency employees back on the same page. Allow TSA to explain the 'why' of what they ask the passengers to do at the checkpoint and get direct feedback. </li></ul><ul><li>Strategy: Launch a blog using real TSA employees as the blogging team </li></ul><ul><li>Results: In first month attracted ~31,000 unique visitors and generated more than 5,000 responses; great tool for tracking traveler feedback </li></ul>
    15. 16. Policy Development <ul><li>Best practices </li></ul><ul><li>Multi-departmental Team </li></ul><ul><li>Centralized tools unless: </li></ul><ul><ul><li>Unique business need </li></ul></ul><ul><ul><li>Partnership </li></ul></ul><ul><li>Comment policy </li></ul><ul><li>Employee use </li></ul>
    16. 17. City of Fort Collins Strategies <ul><li>Communication with the Public </li></ul><ul><li>Promote events, programs, and initiatives </li></ul><ul><li>Engage citizens </li></ul><ul><li>Improve customer service </li></ul><ul><li>Gather citizen input on policy related issues </li></ul><ul><li>Recruit potential employees </li></ul>
    17. 18. Facebook Promote*Engage*Recruit*Gather
    18. 19. Twitter <ul><li>Goal: Promote/Inform </li></ul><ul><li>Example: Annual State of the City Address </li></ul>
    19. 21. Twitter <ul><li>Goal: Customer Service </li></ul><ul><li>Example: Snow Storms </li></ul>
    20. 22. Twitter
    21. 23. Twitter <ul><li>Snow storm </li></ul><ul><li>A snow plow hit my car! </li></ul>@ portagecity Any chance we can get snow plow info similar to @ fortcollinsgov ? Is another tweeter doing that? Thanks. Well, you're apparently off the hook city of fort collins. Now to hope that our property management company is as responsive to work with.
    22. 24. Twitter <ul><li>Goal: Customer Service </li></ul><ul><li>Example: WoW </li></ul>
    23. 26. Twitter <ul><li>General Feedback </li></ul><ul><li>@ STiMonSTAR - @fortcollinsgov the patched street is so much nicer. Thanks for making Bueno Dr. drivable again.    </li></ul><ul><li>@ gletham - Very cool that the city of fort Collins responds when I bring up a local issue. Much appreciated </li></ul><ul><li>@ SprigToys - @ fortcollinsgov Thank you for the great updates of road conditions! Have a great holiday, stay warm! </li></ul><ul><li>@ ConnectConsltnt - @ fortcollinsgov : I see the 2010 Recreator is out! Yahoo! Time to spin again. Dropping any off at the Chamber? Please. </li></ul>
    24. 27. City of Fort Collins Strategies <ul><li>Internal Communication </li></ul><ul><li>Inform and engage employees </li></ul><ul><li>Identify and dispel incorrect rumors </li></ul><ul><li>Create connections among employees </li></ul><ul><li>“ Humanize” management </li></ul>
    25. 28. Soft Launch <ul><li>Facebook </li></ul><ul><ul><li>Live Feb. 1, 2010 </li></ul></ul><ul><ul><li>No promotion </li></ul></ul><ul><ul><li>117 fans (as of Feb. 10) </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Live march 19, 2009 </li></ul></ul><ul><ul><li>Minimal promotion </li></ul></ul><ul><ul><li>1,150 followers (as of Feb. 10) </li></ul></ul>
    26. 29. Test and Tweak <ul><li>When we engage </li></ul><ul><ul><li>Negative/opinionated – share with staff </li></ul></ul><ul><ul><li>Factually inaccurate – correct </li></ul></ul><ul><ul><li>Addressed to us/question – respond </li></ul></ul><ul><ul><li>Heated – redirect offline to e-mail </li></ul></ul><ul><li>Looking ahead </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Internal communication </li></ul></ul>
    27. 30. Measure and Report <ul><li>Measurements of success </li></ul><ul><ul><li>Fans, followers, lists, downloads </li></ul></ul><ul><ul><li>Program participation </li></ul></ul><ul><ul><li>Citizen Survey: informing, welcoming citizen involvement, listening </li></ul></ul>