Social Media

WSDOT and its use of Social Media How is it working and what have we learned. http://www.wsdot.wa.gov/ Ecology - Lacey, WA July 17, 2008 Jeremy Bertrand [email_address] Interactive Communications Lead

Agenda

Introduction

Why we use Social media

Social Media Tools we use

Flickr

YouTube

Blogger

Comment Policy – why it’s important

Don’t forget your employees

Our lessons learned

Take away

Introduction

Jeremy Bertrand

Interactive Communications Lead

Information Architect

10 years of experience working on the Web

Part of a team of 7 in the communications office, who work with several hundred content providers across the state

The WSDOT Web site audience and usage

Average 1 million page views per day, higher in winter, lower in summer

July 2008 – 54,000 daily unique visitors averaging 11 page views per visit – estimated over 9 minutes per session

January 6, 2004 - One day high of 12 million page views (estimated 350,000 people) – winter storm

Large 8-5 Audience – “Camera Campers”

Bored cubicle employees looking for something interesting

How do we reach our audience when they aren’t on our site? Where are they, and how do we get them to come back?

What are they expecting when they come to your site? How do you meet those expectations then go beyond them.

How do we get them to change the way they think about us?

The “shiny object” factor

I can tell you that the road is closed, but if I tell you there is a picture of that road closure, what will your next action be

SR 123 Washout My guess is that you will want to click on this picture to see the bigger version, then in turn send that picture to a friend

Social Media - Flickr

http://www.flickr.com/wsdot/

Looking for a way to put photos on a map

1.8 million views since May 2007

SR 16 Narrows Bridge Fun Run – Opening Day

Social Media - Flickr Most Viewed Photos December, 2007 I-5 Chehalis Freeway under water December 2007 Stevens Pass, Tumwater Canyon Avalanche vs Semi

WA-DOT is most amazing. (insert another DOT here) would never provide such access and information to us down here. The openness shown consistently by WA-DOT staff…is to be commended.

Use of Social Media Feedback

People like video, its that simple

Research: Internet users in the US watched 11.5 billion online videos in March 2008, up 13% over February 2008 and 64% over March 2007, according to comScore Video Metrix . That is an average of 83 videos watched per viewer during March.

Social Media - YouTube http://www.youtube.com/profile_videos?user=wsdot&p=v February 2008 Stevens Pass 100 mph winds

Social Media – YouTube – side benefits

Case study: barneyspilotcar.com

I-90 Easton bridge hit by oversize load

Video posted to YouTube showing damage and repair efforts

Barney embeds the video into his page – “If you don’t use my products this may happen to you!”

This same video was posted to fark.com, user comments here:

I came here looking for a kaboom.

That might be pretty cool if it were speeded up and put to Benny Hill music.

http:// wsdotblog.blogspot.com /

“ This blog has turned out to be a great tool for the more casual conversation people are seeking with their government. “

Make it personable.

Don't write as if you are a face-less bureaucrat. Be "human". The best reactions come when a story captures that human element.

Make it responsive.

How can you tell your story to generate comments or feedback?

Social Media - Blogger

Not everyone knows how to write for a blog, find those who do and empower them

Make it personable.

Don't write as if you are a face-less bureaucrat. Be "human". The best reactions come when a story captures that human element.

Make it responsive.

How can you tell your story to generate comments or feedback?

Ben Shneiderman, professor of computer science at the University of Maryland This interactive use of the Web is “in the great tradition of American town hall meetings, letters to the editor and public discussions,” Shneiderman said. “The Internet is succeeding at this transformative role of revitalizing democracy.” Source: http://www.gcn.com/print/26_21/44860-1.html

Social Media Technologies we Use

Flickr

Let you see first hand damage to local areas

Allow media to access full size photos

Blogger

Soliciting feedback about what we are doing

The challenge has been keeping it up and keeping it interesting

YouTube

Allowed media, bloggers and other sources to embed within their own page

Biggest Drawback - WSDOT employees cannot access – site blocked!

Podcasting, RSS Feeds, ListServse-mail updatese-newsletters

Social Media Flickr - Challenges Kevin Leany - DOT, state of Nevada I just tried to view your pictures of the Tacoma Narrows Bridge opening on my NDOT computer. The text below is what my computer came up with. I guess WSDOT must have a lot more fun at bridge openings than we do here in Las Vegas! ;-) The requested page is currently unavailable -------------------------------------------------------------------------------- Your organization has chosen to limit viewing of this site ( http://www.flickr.com/photos/wsdot/sets/721576008457200... ), due to the rating of its content (nudity).

Wider Social Media Comment Policy

Have, Develop and Maintain a comment policy

http://www.wsdot.wa.gov/Policy/blog.htm

This blog provides an opportunity for sharing and discussing information about WSDOT programs and activities. The comments and opinions expressed by users of this blog are theirs alone and do not reflect the opinions of WSDOT or its employees. All public comments are reviewed before posting. They are screened in accordance with the WSDOT blog use policy. Comments will not be edited by WSDOT or its staff. Only comments that comply with this WSDOT blog use policy will be approved for posting.

The use of vulgar, offensive, threatening or harassing language is prohibited.

Blog public comments should be limited to comments related to the posted topic. The blog is not the proper place to express opinions or beliefs not directly related to that topic.

The blog is not open to comments promoting or opposing any person campaigning for election to a political office or promoting or opposing any ballot proposition.

The blog is not open to the promotion or advertisement of a business or commercial transaction.

Communications made through the blog’s e-mail and messaging system will in no way constitute a legal or official notice or comment to WSDOT or any official or employee of WSDOT for any purpose. For example, a post or comment that asks that WSDOT provide public records will not be considered a public records request under RCW 42.56. Likewise, a post or comment related to a proposed agency rule will not be considered by the agency under RCW 34.05.

Comments specific to a WSDOT project or program should be submitted directly to that project or program ( http:// www.wsdot.wa.gov /contact/ ).

This blog use policy is subject to amendment or modification at any time to ensure its continued use is consistent with its intended purpose as a limited forum.

Social Media – Comment Policy Lessons

It all started so simply

“ If only president bush would stop spending billions on the war and redirect that money towards ageing infrastructure. “

Then it got worse

Suffering from your mid life crises? Im not from America you dumb &%$@ and I don't hate president bush. Get your head out of your #$$%$#. You are old and overly sensitive. It was just a logical guess. Relax. Thank god we don't have people like you running america.