Social media at Hamilton County JFS


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Slides from an hour-long presentation at the Ohio Domestic Violence Prevention conference in Newark, Ohio.

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Social media at Hamilton County JFS

  1. 1. Using Social Media to Connect with Key Audiences Communications
  2. 2. About the agency <ul><li>950 employees </li></ul><ul><li>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>50% reduction in state funds over three years </li></ul></ul><ul><ul><li>One-third of staff (500) laid off, retired </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>Many first-timers </li></ul></ul>Communications
  4. 4. Waiting room traffic Communications
  5. 5. Social media goals <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. Social media objectives <ul><li>Increased participation in live chats, promoted events, discussion forums… </li></ul><ul><li>Dialogue with key influencers in target audiences: </li></ul><ul><ul><li>Social Services Community, Clients, Employees (past and present), Government, Media, Influencers (blogs, podcasts) </li></ul></ul>Communications
  8. 8. “ 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
  9. 9. 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
  10. 10. Twitter (@HamiltonCoJFS): 270 Communications June 2008 Free
  11. 11. Facebook group: 100 Communications January 2008 Free
  12. 12. Facebook fan page: 200 Communications January 2008 Free
  13. 13. Audio podcast 500 visits month Communications October 2007 Cost: $130 digital recorder
  14. 14. You Tube channel 7,700 views Communications September 2007 Cost: $700 digital camera; cost of professional videos
  15. 15. Blog 10,000 views Communications February 2008 Cost: $250 graphic artist
  16. 16. Communications June 2009 Free First six programs averaged 44 downloads each
  17. 17. Communications Monthly unique visitors Tripled in three years to 30,000
  18. 18. Broadcast Routine <ul><li>Today at HCJFS RSS feed </li></ul><ul><li>Twitter (@HamiltonCoJFS) using or Facebook </li></ul><ul><li>Facebook fan page, group </li></ul><ul><li>Thursday Headlines to e-mail group </li></ul><ul><li>Thursday audio podcast </li></ul><ul><li>Possible: Press release, LinkedCincinnati Yahoo! group </li></ul>Communications
  19. 19. Low cost <ul><li>Social media cost: $1,500 </li></ul>Communications
  20. 20. 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 (RT) by media, others </li></ul><ul><li>#fosterparentsneeded, Pitch Engine </li></ul>
  21. 21. 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
  22. 22. Tips <ul><li>2-way conversation </li></ul><ul><ul><li>Join in! Comment. RT. Tag photos. DM. </li></ul></ul><ul><ul><li>LinkedIn groups </li></ul></ul><ul><ul><ul><li>Example: </li></ul></ul></ul><ul><ul><ul><ul><li>Contacts from Cincinnati Social Media and New Media Cincinnati </li></ul></ul></ul></ul>Communications
  23. 23. Tips <ul><li>BlackBerry or iPhone , wireless laptop </li></ul><ul><ul><li>Verizon free classes </li></ul></ul><ul><li>Google </li></ul><ul><li>LinkedIn groups, Yahoo groups </li></ul><ul><li>Blog: Blogger or WordPress </li></ul><ul><li>Video: YouTube channel </li></ul><ul><li>Audio: Blogtalkradio </li></ul>Communications
  24. 24. Tips <ul><li>Be positive – not for venting </li></ul><ul><li>Avoid politics, religion </li></ul><ul><li>Useful information </li></ul><ul><li>Answers to questions </li></ul><ul><li>Links to articles </li></ul><ul><li>Follow me: get entertainment, useful information, ongoing relationship </li></ul>Communications
  25. 25. Tips <ul><li>Feed network of people who follow you </li></ul><ul><ul><li>One-third links to professional info </li></ul></ul><ul><ul><li>One-third info that lets people get to know you </li></ul></ul><ul><ul><li>One-third promoting upcoming events, services, products </li></ul></ul>Communications
  26. 26. Be Strategic <ul><li>Develop a plan </li></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Audiences </li></ul></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Method/spokesperson </li></ul></ul><ul><ul><li>Timeline/content plan </li></ul></ul>Communications
  27. 27. Strategic audiences <ul><li>Clients/customers </li></ul><ul><ul><li>especially those unfamiliar with agency programs/services </li></ul></ul><ul><li>Social service partners </li></ul><ul><li>Taxpayers/voters </li></ul><ul><li>Overseers </li></ul><ul><li>Government peers </li></ul><ul><li>Employees </li></ul><ul><ul><li>Current, former (retired, laid off, moved on) </li></ul></ul>Communications
  28. 28. Let’s stay in touch! <ul><li> </li></ul><ul><li>@MikeBoehmer57 on Twitter </li></ul><ul><li>Mike Boehmer on Facebook </li></ul><ul><li>Mike Boehmer on LinkedIn </li></ul>Communications