Social Media Strategy Clermontbootcamp0907

Social Media at Job & Family Services Communications

About the agency
1,200 employees
Programs/services
Child Protection
Child Support
Medicaid, food stamps, cash assistance
Other
Communications

About the agency
Operating budget declining
At least 48% to $60 million (2007-2011)
Demand for services increasing
55,000 coming through doors monthly
More than 375 laid off thus far
Communications

Waiting room traffic Communications

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

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

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

Twitter (@HamiltonCoJFS): 236 Communications May 2008 Free

Facebook group: 90 Communications January 2008 Free

Facebook fan page: 180 Communications January 2008 Free

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

You Tube channel 7,000 views Communications September 2007 Cost: $700 digital camera; cost of professional videos

Blog 7,500 views Communications February 2009 Cost: $250 graphic artist

www.BlogTalkRadio.com Communications June 2009 Free

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

Low cost
Social media cost: $2,000
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 by media, social service partner
#fosterparents needed, 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

Measure/Evaluate
“ 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
Communications

Resources
Google
New Media Cincinnati
Cincinnati Social Media
Twitter
Blogs with RSS feeds (Strategic Public Relations by Kevin Dugan)
Online publications such as Inside Facebook
Books: New Rules of Mkt. and PR
www.MikeBoehmer57.wordpress.com
Communications

Social Media Strategy Clermontbootcamp0907

by Mike Boehmer on Jul 28, 2009

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Social Media Strategy Clermontbootcamp0907 — Presentation Transcript