Using Social Media to Connect with Key Audiences Communications

About the agency 950 employees Services Child Protection Child Support Medicaid, food stamps, cash assistance Other Communications

950 employees

Services

Child Protection

Child Support

Medicaid, food stamps, cash assistance

Other

About the agency Operating budget declining 50% reduction in state funds over three years One-third of staff (500) laid off, retired Demand for services increasing 55,000 coming through doors monthly Many first-timers Communications

Operating budget declining

50% reduction in state funds over three years

One-third of staff (500) laid off, retired

Demand for services increasing

55,000 coming through doors monthly

Many first-timers

Waiting room traffic Communications

Social media goals Improve accessibility and transparency at Hamilton County Department of Job and Family Services Engage audiences, not just broadcast Communications

Improve accessibility and transparency at Hamilton County Department of Job and Family Services

Engage audiences, not just broadcast

Social media objectives To relieve pressure on crowded waiting rooms and busy call centers To build relationships with key influencers in target audiences To make potential customers aware of our many services To give quick answers to questions Communications

To relieve pressure on crowded waiting rooms and busy call centers

To build relationships with key influencers in target audiences

To make potential customers aware of our many services

To give quick answers to questions

Social media objectives Increased participation in live chats, promoted events, discussion forums… Dialogue with key influencers in target audiences: Social Services Community, Clients, Employees (past and present), Government, Media, Influencers (blogs, podcasts) Communications

Increased participation in live chats, promoted events, discussion forums…

Dialogue with key influencers in target audiences:

Social Services Community, Clients, Employees (past and present), Government, Media, Influencers (blogs, podcasts)

“ Social media networks provide cost effective ways for companies to put out their message and provide information to people in a personal, one-on-one way.” --Atlanta Journal Constitution Communications

30+ since May 2008 Medicaid, food stamps, child support, job services, adoption/foster care… Cost: $39 per month for software Communications Live chats 9.6 participants, 15.2 questions, 73.7 views

Twitter (@HamiltonCoJFS): 270 Communications June 2008 Free

Facebook group: 100 Communications January 2008 Free

Facebook fan page: 200 Communications January 2008 Free

Audio podcast 500 visits month Communications October 2007 Cost: $130 digital recorder

You Tube channel 7,700 views Communications September 2007 Cost: $700 digital camera; cost of professional videos

Blog 10,000 views Communications February 2008 Cost: $250 graphic artist

www.BlogTalkRadio.com Communications June 2009 Free First six programs averaged 44 downloads each

www.hcjfs.org Communications Monthly unique visitors Tripled in three years to 30,000

Broadcast Routine Today at HCJFS RSS feed Twitter (@HamiltonCoJFS) using www.bitly.com or Facebook Facebook fan page, group Thursday Headlines to e-mail group Thursday audio podcast Possible: Press release, LinkedCincinnati Yahoo! group Communications

Today at HCJFS RSS feed

Twitter (@HamiltonCoJFS) using www.bitly.com or Facebook

Facebook fan page, group

Thursday Headlines to e-mail group

Thursday audio podcast

Possible: Press release, LinkedCincinnati Yahoo! group

Low cost Social media cost: $1,500 Communications

Social media cost: $1,500

Communications High benefit Meeting pre-established objectives, goals TV, radio coverage Contributed to a boss’ promotion Appeared on minister’s radio program Foster care month on “mommy” blogs Retweets (RT) by media, others #fosterparentsneeded, Pitch Engine

Meeting pre-established objectives, goals

TV, radio coverage

Contributed to a boss’ promotion

Appeared on minister’s radio program

Foster care month on “mommy” blogs

Retweets (RT) by media, others

#fosterparentsneeded, Pitch Engine

What we’ve learned Daily maintenance : Relevant content Don’t get sucked into time drain Patience /stay with it Educating late adopters (in-house) Leverage personal networks Integrate with Speakers’ Bureau, media relations, newsletter, Web site… Measure with WebTrends, surveys… Communications

Daily maintenance : Relevant content

Don’t get sucked into time drain

Patience /stay with it

Educating late adopters (in-house)

Leverage personal networks

Integrate with Speakers’ Bureau, media relations, newsletter, Web site…

Measure with WebTrends, surveys…

Tips 2-way conversation Join in! Comment. RT. Tag photos. DM. LinkedIn groups Example: Contacts from Cincinnati Social Media and New Media Cincinnati Communications

2-way conversation

Join in! Comment. RT. Tag photos. DM.

LinkedIn groups

Example:

Contacts from Cincinnati Social Media and New Media Cincinnati

Tips BlackBerry or iPhone , wireless laptop Verizon free classes Google LinkedIn groups, Yahoo groups Blog: Blogger or WordPress Video: YouTube channel Audio: Blogtalkradio Communications

BlackBerry or iPhone , wireless laptop

Verizon free classes

Google

LinkedIn groups, Yahoo groups

Blog: Blogger or WordPress

Video: YouTube channel

Audio: Blogtalkradio

Tips Be positive – not for venting Avoid politics, religion Useful information Answers to questions Links to articles Follow me: get entertainment, useful information, ongoing relationship Communications

Be positive – not for venting

Avoid politics, religion

Useful information

Answers to questions

Links to articles

Follow me: get entertainment, useful information, ongoing relationship

Tips Feed network of people who follow you One-third links to professional info One-third info that lets people get to know you One-third promoting upcoming events, services, products Communications

Feed network of people who follow you

One-third links to professional info

One-third info that lets people get to know you

One-third promoting upcoming events, services, products

Be Strategic Develop a plan Mission Goals Audiences Message Method/spokesperson Timeline/content plan Communications

Develop a plan

Mission

Goals

Audiences

Message

Method/spokesperson

Timeline/content plan

Strategic audiences Clients/customers especially those unfamiliar with agency programs/services Social service partners Taxpayers/voters Overseers Government peers Employees Current, former (retired, laid off, moved on) Communications

Clients/customers

especially those unfamiliar with agency programs/services

Social service partners

Taxpayers/voters

Overseers

Government peers

Employees

Current, former (retired, laid off, moved on)

Let’s stay in touch! http://mikeboehmer57.wordpress.com/ @MikeBoehmer57 on Twitter Mike Boehmer on Facebook Mike Boehmer on LinkedIn Communications

http://mikeboehmer57.wordpress.com/

@MikeBoehmer57 on Twitter

Mike Boehmer on Facebook

Mike Boehmer on LinkedIn