WSDOT and it's use of Social Media and Lessons learned

WSDOT and its use of Social Media How is it working and what have we learned. Olympia, WA April 2, 2008 Jeremy Bertrand [email_address] Interactive Communications Specialist

Introduction Who am I?

Jeremy Bertrand

Title - Interactive Communications Specialist

Content Management System Admin

Web Metrics Admin

Search Administrator

Information Architect

User Interface designer

User experience manager

Over 9 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

Average 2.5 million page views per day

March 2007 - 100,000 daily unique visitors averaging 11 page views per visit – estimated over 7 minutes per session

One day high of 12 million page views – winter storm Jan 6, 2004

75-80% of its use is to Traveler Information

Used to be 85-90% but that trend has changed

Large 8-5 Audience – “Camera Campers”

855,026,159 2007 1,511,599,074 2006 1,122,448,550 2005 810,292,233 2004 676,927,861 2003

Government is Boring

Feedback about being Accountable

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 Technologies Attempting to reach a broader audience

If we can’t get users to come to us, how can we reach them where they are?

WSDOT site Distinct Usage Trends

Mountain Passes in the Winter

Ferries in the Summer

Puget Sound Area Traffic all year round

Where are those users when they aren’t on our site?

Use of Social Media Technologies RSS Feeds

Mountain Passes

Snoqualmie pass: 2,700 users have accessed the rss feed. About 10% of Snoqualmie pass users.

White pass: 490 rss users.

About 8% of White Pass content users

News

Around 6,000 have accessed the news xml rss feed.

Around 500 a day continually subscribe. Most to the Seattle area news.

Other Benefits

Allow other sites that crawl news information to subscribe

Not realized

Use of Social Media Technologies Podcasting

Weekly Report

Listed in iTunes Store

iPods are expensive – limited audience

8 people a day listening to it

Wider Social Media ListServse-mail updatese-newsletters

E-mail updates keeping informed of construction changes and more

Snohomish County project updates – Over 900 users

I-5 Seattle to Shoreline – Over 1,500 users

I-405 – Over 2,500 users

Continuing to grow

Key Strategy – keep it short, useful and interesting

Wider Social Media YouTube

Why? Unhappy with our video server

Attempt to reach a wider audience

Greatest success was the SR 520 bridge replacement catastrophic failure video – over 173,000 views

http://www.youtube.com/watch?v=qIiuDUgvZpY

Most interesting – Avalanche control on Snoqualmie and Stevens pass

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

Biggest Drawback - WSDOT employees cannot access – site blocked!

Wider Social Media Flickr

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

Looking for a way to put photos on a map

Allow media to access full size photos

SR 123 Washout SR 16 Narrows Bridge Fun Run – Opening Day

8,834 views to this photo

Comments:

“Nature 1, Truck 0”

“Nature remains undefeated.”

Wider Social Media Flickr – Most Viewed Photo

Wider 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).

Hey, just thought that I'd drop a quick note. I think it's great that you guys are sharing -- it's a great way to keep make sure that the public understands what's going on behinds the scenes. Oh yeah, the pics are great to! Mspin (flickr user)

Wider Social Media Flickr Feedback

Wider Social Media Blogger

http://wsdotblog.blogstpot.com

Secretary wanted a way to talk to the public in a less formal fashion.

Great success during current events

During I-5 closure there were more than 100 comments

Be careful about talking about sensitive topics, be prepared to hear criticism

The challenge has been keeping it up and keeping it interesting

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.

Wider 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.