Social Media Strategy Clermontbootcamp0907


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Presentation given to about 50 people at Clermont County Chamber of Commerce Social Media Bootcamp.

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Social Media Strategy Clermontbootcamp0907

  1. 1. Social Media at Job & Family Services Communications
  2. 2. About the agency <ul><li>1,200 employees </li></ul><ul><li>Programs/services </li></ul><ul><ul><li>Child Protection </li></ul></ul><ul><ul><li>Child Support </li></ul></ul><ul><ul><li>Medicaid, food stamps, cash assistance </li></ul></ul><ul><ul><li>Other </li></ul></ul>Communications
  3. 3. About the agency <ul><li>Operating budget declining </li></ul><ul><ul><li>At least 48% to $60 million (2007-2011) </li></ul></ul><ul><li>Demand for services increasing </li></ul><ul><ul><li>55,000 coming through doors monthly </li></ul></ul><ul><ul><li>More than 375 laid off thus far </li></ul></ul>Communications
  4. 4. Waiting room traffic Communications
  5. 5. Social Media Goal <ul><li>Improve accessibility and transparency at Hamilton County Department of Job and Family Services </li></ul><ul><li>Engage audiences, not just broadcast </li></ul>Communications
  6. 6. Social media objectives <ul><li>To relieve pressure on crowded waiting rooms and busy call centers </li></ul><ul><li>To build relationships with key influencers in target audiences </li></ul><ul><li>To make potential customers aware of our many services </li></ul><ul><li>To give quick answers to questions </li></ul>Communications
  7. 7. 29 since May 2008 Medicaid, food stamps, child support, job services, adoption/foster care… Cost: $29 per month for software Communications Live chats 9.6 participants, 15.2 questions, 73.7 views
  8. 8. Twitter (@HamiltonCoJFS): 236 Communications May 2008 Free
  9. 9. Facebook group: 90 Communications January 2008 Free
  10. 10. Facebook fan page: 180 Communications January 2008 Free
  11. 11. Audio podcast 500 visits month Communications October 2007 Cost: $130 digital recorder
  12. 12. You Tube channel 7,000 views Communications September 2007 Cost: $700 digital camera; cost of professional videos
  13. 13. Blog 7,500 views Communications February 2009 Cost: $250 graphic artist
  14. 14. Communications June 2009 Free
  15. 15. Communications Monthly unique visitors Tripled in three years to 30,000
  16. 16. Low cost <ul><li>Social media cost: $2,000 </li></ul>Communications High benefit <ul><li>Meeting pre-established objectives, goals </li></ul><ul><li>TV, radio coverage </li></ul><ul><li>Contributed to a boss’ promotion </li></ul><ul><li>Appeared on minister’s radio program </li></ul><ul><li>Foster care month on “mommy” blogs </li></ul><ul><li>Retweets by media, social service partner </li></ul><ul><li>#fosterparents needed, Pitch Engine </li></ul>
  17. 17. What we’ve learned <ul><li>Daily maintenance: Relevant content </li></ul><ul><li>Don’t get sucked into time drain </li></ul><ul><li>Patience/stay with it </li></ul><ul><li>Educating late adopters (in-house) </li></ul><ul><li>Leverage personal networks </li></ul><ul><li>Integrate with Speakers’ Bureau, media relations, newsletter, Web site… </li></ul><ul><li>Measure with WebTrends, surveys… </li></ul>Communications
  18. 18. Measure/Evaluate <ul><ul><li>“ On today's crowded Web, the winners are the people who create the most value for both the customer and the business over time . And value happens not when people buy your product but when they use it and love it. Not when they upload a video, but when someone else watches it.” --Shane Atchison, Click Z </li></ul></ul>Communications
  19. 19. Resources <ul><li>Google </li></ul><ul><li>New Media Cincinnati </li></ul><ul><li>Cincinnati Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Blogs with RSS feeds (Strategic Public Relations by Kevin Dugan) </li></ul><ul><li>Online publications such as Inside Facebook </li></ul><ul><li>Books: New Rules of Mkt. and PR </li></ul><ul><li> </li></ul>Communications