Post on 20-Jun-2015
description
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Going SocialA True Inspirational
Story of Pain, Persistence, Policy
Development . . .and Triumph
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A Case Study…
• Identified the need• Education and buy-in• Policy development• Strategy development• More education
and buy-in• Soft launch• Test and tweak• Measure and report
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Identified the Need
• Existing Accounts
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Needs
• Existing Accounts• New, affordable ways to
promote services• Competition• Upcoming projects• Alternative to public
open house• Engagement• Customer Service
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Education and Buy-in
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A Few Examples
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A Few More
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Why It’s Important
• By end of 2010 Gen Y will outnumber Baby Boomers…96% of them have joined a social network
• Years to Reach 50 millions Users: – Radio (38 Years) - TV (13 Years)– Internet (4 Years) - iPod (3 Years)– Facebook added 100 million users in less than 9 months– iPhone applications hit 1 billion in 9 months
• The fastest growing demographic using social media is 25 years old and older
• Half of all current adult social networkers access their profiles at least every other day
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Why It’s Important
• On average each adult with a social networking page or profile has profiles on 1.6 sites; 39% of adults have profiles on two or more sites.
• If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia
• The fastest growing segment on Facebook is 55-65 year-old females
• More than half of Facebook users are outside of college
• 20% of adults have used Twitter
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Why It’s Important
• The #2 largest search engine in the world is YouTube
• YouTube = 10% of all Internet traffic
• 53% of people say that blog content influences purchase decision
• Generations Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
• What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
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What is it?
Who’s using it?
• City and County of San Francisco
• CIA
• Veterans Health Administration
• WYDOT
• Wyoming Highway Patrol
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Who’s Using Twitter
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Blogs
What is it?
Who’s Using Blogs?• TSA
• US Department of State
• Jefferson County Parks and Recreation (Washington)
• Santa Barbara Parks and Recreation
• Fort Collins Museum
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Policy Development
• Best practices
• Multi-departmental Team
• Centralized tools unless:
– Unique business need
– Partnership
• Comment policy
• Employee use
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City of Fort Collins Strategies
Communication with the Public
• Promote events, programs, and initiatives
• Engage citizens
• Improve customer service
• Gather citizen input on policy related issues
• Recruit potential employees
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FacebookPromote*Engage*Recruit*Gather
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Facebook - Gather
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TwitterPromote*Inform*Customer Service
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Twitter – Promote and Inform
Hashtags:• #planfc – Plan Fort Collins information and event• #fctrip – construction updates, road closures, and
traffic updates• #nocosnow – snow removal updates and road
conditions during snow storms
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Twitter – Customer Service
• A snow plow hit my car!
Well, you're apparently off the hook city of fort collins. Now to hope that our property management company is as responsive to work with.
@fortcollinsgov the roundabout @ horsetooth & ziegler needs cleaning. There is a sandbar that is slippery
@FortCollinsGov Does the no-smoking within 20ft of doors or windows law apply to exteriors of apartments and private dwellings? I hope so!
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General Feedback
• @STiMonSTAR - @fortcollinsgov the patched street is so much nicer. Thanks for making Bueno Dr. drivable again.
• @gletham - Very cool that the city of fort Collins responds when I bring up a local issue. Much appreciated
• @SprigToys - @fortcollinsgov Thank you for the great updates of road conditions! Have a great holiday, stay warm!
• @ConnectConsltnt - @fortcollinsgov : I see the 2010 Recreator is out! Yahoo! Time to spin again. Dropping any off at the Chamber? Please.
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YouTube and Flickr
http://www.youtube.com/CityofFortCollins
http://www.flickr.com/photos/fortcollinsgov
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City of Fort Collins Strategies
Internal Communication
• Inform and engage employees
• Identify and dispel incorrect rumors
• Create connections among employees
• “Humanize” management
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Soft Launch….at first
• Facebook– 1,162 fans
• Twitter– 1,740 followers
• YouTube– March: 535 downloads– July: 3,688 downloads
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Test and Tweak
• When we engage– Negative/opinionated – share with staff– Factually inaccurate – correct– Addressed to us/question – respond– Heated – redirect offline to e-mail
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and Tweak and Tweak and Tweak…
• Concerns, Challenges, and Opportunities– Time and resources– Fresh and varied content (photos, video, etc.)– Integration into “old school” marketing efforts – Cross promotion– Meaningful tracking mechanisms
• Looking ahead– Blog– Internal communication
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Measure and Report
• Measurements of success– Fans, followers, lists, downloads, interactions– Success stories– Program participation– Citizen Survey: informing, welcoming citizen
involvement, listening