City Of Arvada Social Media Initiatives


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A case study on how the City or Arvada (Colorado) started using social media with a few tips on how other governmental organizations can get involved in "the conversation" with engaged citizens.

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  • Basically, deals with commenting, posting, and interaction with citizens. We’ll approve all comments as long as they fall within certain limitations. We actually didn’t have these outlined officially before we started. We saw what others were doing and followed suit. Didn’t have an official document until about 6 months ago.
  • City Of Arvada Social Media Initiatives

    1. 1. City of Arvada Social Media Initiatives: A Case Study November 13, 2009 Sean Hudson Web Systems Project Manager
    2. 2. Agenda <ul><li>Lessons we’ve learned </li></ul><ul><li>What are the COA’s social media goals? </li></ul><ul><li>How do we manage it all? </li></ul><ul><li>How much time does it take? </li></ul><ul><li>How do we measure success? </li></ul><ul><li>What are our policies? </li></ul><ul><li>What tools do we use? </li></ul><ul><li>Time for questions </li></ul>
    3. 3. What are our goals? <ul><li>The City of Arvada intends to use social media to: </li></ul><ul><li>Improve customer service and add value by being part of “the conversation.” </li></ul><ul><li>Increase transparency by communicating with citizens in real time. </li></ul><ul><li>Better market city services to citizens and customers. </li></ul>
    4. 4. Lesson #1: Start with the low hanging fruit. <ul><li>Questions the City of Arvada asked when starting: </li></ul><ul><li>What services would be useful and have the most citizen benefit? </li></ul><ul><li>What’s the best tool for the job? </li></ul><ul><li>What can we implement quickly with the least resource requirements? </li></ul>
    5. 5. How do we manage it all? <ul><li>Through our CMS, content managers can post articles directly to our Facebook and Twitter accounts. </li></ul><ul><li>Communication with citizens and comments are moderated through a shared email address </li></ul><ul><li>Anything that can’t be addressed immediately gets assigned to city employee through our CRM </li></ul>
    6. 6. How much time does it take? <ul><li>Total Work Effort = 2-3 hours/week </li></ul>
    7. 7. Lesson #2: Don’t stop selling social media until everyone is on board.
    8. 8. Lesson #3: Plan workflow into the adoption of new tools. <ul><li>Determine who manages and monitors what and how often. </li></ul><ul><li>Figure out how citizen requests and communications are handled – so you don’t “drop the ball.” </li></ul><ul><li>Expect workflow to change as services grow and are more utilized. </li></ul>
    9. 9. How do we measure success? <ul><li>Directly: </li></ul><ul><li>Traffic </li></ul><ul><li>Interaction </li></ul><ul><li>Engagement </li></ul><ul><li>Search referrals </li></ul><ul><li>Sales (for Arvada Center) </li></ul><ul><li>Indirectly: </li></ul><ul><li>Increased participation in City programs </li></ul><ul><li>Fewer questions to main reception desk </li></ul>
    10. 10. What are our policies? <ul><li>Comments not topically related to the particular content being commented upon; </li></ul><ul><li>Profane language or content; </li></ul><ul><li>Discourteous communications including personal attacks on an individual's character or appearance; </li></ul><ul><li>Content that promotes, fosters, or perpetuates discrimination on the basis of race, creed, color, age, religion, gender, marital status, status with regard to public assistance, physical or mental disability, sexual identification or orientation, or national origin; </li></ul><ul><li>Sexual content or links to sexual content; </li></ul><ul><li>Solicitations of commerce; </li></ul><ul><li>Conduct or encouragement of illegal activity; </li></ul><ul><li>Information that may tend to compromise the safety or security of the public or public systems; or </li></ul><ul><li>Content that violates a legal ownership interest of any other party </li></ul>Found under the link “ Legal ” on our City website.
    11. 11. Lesson #4: Keep policies simple. <ul><li>Allows you to evolve quickly – think agile. </li></ul><ul><li>Is not confusing to citizens and aids transparency. </li></ul><ul><li>Don’t tailor to specific pieces of technology – be a generalist – so you don’t have to go back to the Legal Department when next big thing comes along. </li></ul>
    12. 12. Our Social Media Toolkit
    13. 13. Our Social Media Toolkit <ul><li> </li></ul><ul><li> </li></ul><ul><li>Since March 2006 </li></ul><ul><li>3 accounts within city </li></ul><ul><li>270,453 photo views (total)* </li></ul><ul><li>5,301 photos (total)* </li></ul><ul><li>600+ photo views/day (total)* </li></ul><ul><li>Being “social” wasn’t the concern at the time </li></ul><ul><li>Utilize API in websites </li></ul><ul><li>* Data as of Nov 11, 2009 </li></ul>
    14. 14. Our Social Media Toolkit <ul><li> </li></ul><ul><li>Since November 2006 </li></ul><ul><li>1 channel for entire city </li></ul><ul><li>14,694 channel views* </li></ul><ul><li>278 videos* </li></ul><ul><li>400+ unique visitors/day* </li></ul><ul><li>600+ video views/day* </li></ul><ul><li>Being “social” wasn’t the concern at the time </li></ul><ul><li>Utilize API in websites </li></ul><ul><li>* Data as of Nov 11, 2009 </li></ul>
    15. 15. Our Social Media Toolkit <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Since September 2007 </li></ul><ul><li>11 accounts within city </li></ul><ul><li>1,686 followers - @cityofarvada * </li></ul><ul><li>21 lists - @cityofarvada * </li></ul><ul><li>Integration with CRM </li></ul><ul><li>* Data as of Nov 11, 2009 </li></ul>
    16. 16. Our Social Media Toolkit <ul><li> </li></ul><ul><li>Since September 2007 </li></ul><ul><li>4 fan pages within city </li></ul><ul><li>2,244 fans (city)* </li></ul><ul><li>20-25 interactions/wk* </li></ul><ul><li>* Data as of Nov 11, 2009 </li></ul>
    17. 17. Other Social Media Tools internal, external, in-testing, considered, and in-production
    18. 18. Lesson #5: Be agile. Don’t wait until it’s perfect to take action. Don’t let the perfect be the enemy of the good. -- Voltaire
    19. 19. Questions? <ul><li> </li></ul><ul><li>Sean Hudson </li></ul><ul><li>[email_address] </li></ul><ul><li>720-898-7886 </li></ul><ul><li> </li></ul><ul><li> </li></ul>