WRPA Conference, September 2, 2010


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Going Social - A True Inspirational Story of Pain, Persistence, Policy Development . ...and Triumph
More than detailed updates about what your had for breakfast. More than a place to share all 300 pictures of your new puppy. More than a waste of time. Social media is a legitimate communications tool.

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WRPA Conference, September 2, 2010

  1. 1. Going Social 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 end of 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>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>What is it? </li></ul><ul><li>Who’s using it? </li></ul><ul><li>City and County of San Francisco </li></ul><ul><li>CIA </li></ul><ul><li>Veterans Health Administration </li></ul><ul><li>WYDOT </li></ul><ul><li>Wyoming Highway Patrol </li></ul>
  12. 13. Twitter
  13. 14. Who’s Using Twitter
  14. 15. Blogs <ul><li>What is it? </li></ul><ul><li>Who’s Using Blogs? </li></ul><ul><li>TSA </li></ul><ul><li>US Department of State </li></ul><ul><li>Jefferson County Parks and Recreation (Washington) </li></ul><ul><li>Santa Barbara Parks and Recreation </li></ul><ul><li>Fort Collins Museum </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. Facebook - Gather
  19. 20. Twitter Promote*Inform*Customer Service
  20. 21. Twitter – Promote and Inform <ul><li>Hashtags: </li></ul><ul><li>#planfc – Plan Fort Collins information and event </li></ul><ul><li>#fctrip – construction updates, road closures, and traffic updates </li></ul><ul><li>#nocosnow – snow removal updates and road conditions during snow storms </li></ul>
  21. 22. Twitter – Customer Service <ul><li>A snow plow hit my car! </li></ul>@ fortcollinsgov the roundabout @ horsetooth & ziegler needs cleaning. There is a sandbar that is slippery @ FortCollinsGov Does the no-smoking within 20ft of doors or windows law apply to exteriors of apartments and private dwellings? I hope so! 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>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>
  23. 25. YouTube and Flickr <ul><li>http://www.youtube.com/CityofFortCollins </li></ul><ul><li>http://www.flickr.com/photos/fortcollinsgov </li></ul>
  24. 26. 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. 27. Soft Launch….at first <ul><li>Facebook </li></ul><ul><ul><li>1,162 fans </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>1,740 followers </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>March: 535 downloads </li></ul></ul><ul><ul><li>July: 3,688 downloads </li></ul></ul>
  26. 28. 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>
  27. 29. and Tweak and Tweak and Tweak… <ul><li>Concerns, Challenges, and Opportunities </li></ul><ul><ul><li>Time and resources </li></ul></ul><ul><ul><li>Fresh and varied content (photos, video, etc.) </li></ul></ul><ul><ul><li>Integration into “old school” marketing efforts </li></ul></ul><ul><ul><li>Cross promotion </li></ul></ul><ul><ul><li>Meaningful tracking mechanisms </li></ul></ul><ul><li>Looking ahead </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Internal communication </li></ul></ul>
  28. 30. Measure and Report <ul><li>Measurements of success </li></ul><ul><ul><li>Fans, followers, lists, downloads, interactions </li></ul></ul><ul><ul><li>Success stories </li></ul></ul><ul><ul><li>Program participation </li></ul></ul><ul><ul><li>Citizen Survey: informing, welcoming citizen involvement, listening </li></ul></ul>