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Adventures in Social Media Rondi Watson WI/MN MPO/DOT/RPC Transportation Conference August 23, 2011.

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Presentation on theme: "Adventures in Social Media Rondi Watson WI/MN MPO/DOT/RPC Transportation Conference August 23, 2011."— Presentation transcript:

1 Adventures in Social Media Rondi Watson WI/MN MPO/DOT/RPC Transportation Conference August 23, 2011

2 Adventures in Social Media Rondi Watson Duluth-Superior Metropolitan Interstate Council WI/MN MPO/DOT/RPC Transportation Conference August 23, 2011 Transitioning to an Interactive Web-Based Public Outreach Strategy

3 SAFETEA-LU (2005) Emphasis on: Public Outreach

4 SAFETEA-LU (2005) Emphasis on: Public Outreach Early involvement

5 SAFETEA-LU (2005) Emphasis on: Public Outreach Early involvement More citizen input into decision-making

6 SAFETEA-LU (2005) Emphasis on: Public Outreach Early involvement More citizen input into decision-making Electronically accessible formats, including World Wide Web

7 MIC Implementation Efforts www.dsmic.org website (2006)

8 MIC Implementation Efforts Public Involvement Plan Update (2007) Specified outreach techniques Public meetings

9 MIC Implementation Efforts Public Involvement Plan Update (2007) Specified outreach techniques Public meetings Newspaper ads Legal notices Press releases

10 MIC Implementation Efforts Public Involvement Plan Update (2007) Specified outreach techniques Public meetings Newspaper ads Legal notices Press releases Project web pages

11 MIC Implementation Efforts Long Range Plan Update (2008-09) Utilized PIP techniques Public meetings Project web pages

12 MIC Implementation Efforts Long Range Plan Update (2008-09) Utilized PIP techniques Public meetings Project web pages Online surveys Targeted mailings

13 MIC Implementation Efforts Result: Limited input and public participation!

14 Meanwhile... Dramatic rise in social media activity

15 Meanwhile... Dramatic rise in social media activity Internet-based applications that allow the creation and exchange of user-generated content

16 Meanwhile... Dramatic rise in social media activity Social media sites (Facebook, Twitter, Linked In, YouTube)

17 Meanwhile... Dramatic rise in social media activity Social media sites (Facebook, Twitter, Linked In, YouTube) Online publications (news sites, blogs, RSS feeds, email subscriptions)

18 Meanwhile... Dramatic rise in social media activity Social media sites (Facebook, Twitter, Linked In, YouTube) Online publications (news sites, blogs, RSS feeds, email subscriptions) Reader comments and user reviews

19 Meanwhile... Dramatic increase in utilization of online technologies Portability (laptops, smartphones, ipads)

20 Meanwhile... Dramatic increase in utilization of online technologies Portability (laptops, smartphones, ipads) Virtual meetings & classrooms (Skype/cameras)

21 Meanwhile... Dramatic increase in utilization of online technologies Portability (laptops, smartphones, ipads) Virtual meetings & classrooms (Skype/cameras) Online dating

22 Meanwhile... Dramatic increase in utilization of online technologies Portability (laptops, smartphones, ipads) Virtual meetings & classrooms (Skype/cameras) Online dating Crowdsourcing

23 MIC presence

24

25 MIC presence with Social Media

26 Why Social Media? US Internet users spend 3x more time on blogs and social networks than on email

27 Why Social Media? Regardless of age, were social networking

28 Why Social Media? 750 million active users (July 2011) 50% of active users log in on any day 42% of the U.S. population has a FB account (April 2010) Average user has 130 friends Average user is connected to 80 community pages, groups & events More than 30 billion pieces of content are shared each month

29 Why Social Media? 107,000 active Facebook users within a 50-mile radius of Duluth-Superior MIC planning area population of 147,000 = High local utilization

30 Why Social Media? Great fit for MPOs

31 Why Social Media? Great fit for MPOs Content is king in the social media world – and we have lots of it

32 Why Social Media? Great fit for MPOs Content is king in the social media world – and we have lots of it Our information is interesting and relevant to our local constituency

33 Why Social Media? Great fit for MPOs Content is king in the social media world – and we have lots of it Our information is interesting and relevant to our local constituency People are having more public discussions than ever before – in the virtual realm

34 Why Social Media? Great fit for MPOs Content is king in the social media world – and we have lots of it Our information is interesting and relevant to our local constituency People are having more public discussions than ever before – in the virtual realm Opportunity for meaningful public input

35 Social Media Implementation We lacked experience

36 Social Media Implementation We lacked experience We hired a consultant

37 Social Media Implementation We lacked experience We hired a consultant Process Contacted 6 marketing/PR firms (local)

38 Social Media Implementation We lacked experience We hired a consultant Process Contacted 6 marketing/PR firms (local) Interviewed 3 of these

39 Social Media Implementation We lacked experience We hired a consultant Process Contacted 6 marketing/PR firms (local) Interviewed 3 of these Worked with MnDOT - DBE process

40 PureDriven (Two Harbors, MN) Most social media experience Interest in working with government entity Interest in transportation (lots of relevant content) Understanding of public input process Social Media Implementation

41 Consultant Process 6-month timeframe April – October 2010

42 Consultant Process 6-month timeframe April – October 2010 $6500 initial cost

43 Consultant Process 6-month timeframe April – October 2010 $6500 initial cost Market survey and analysis

44 Consultant Process 6-month timeframe April – October 2010 $6500 initial cost Market survey and analysis 2 strategic planning sessions

45 Consultant Process 6-month timeframe April – October 2010 $6500 initial cost Market survey and analysis 2 strategic planning sessions 1 staff training session

46 Consultant Process 6-month timeframe April – October 2010 $6500 initial cost Market survey and analysis 2 strategic planning sessions 1 staff training session Strategic Communications Plan

47 Employ a broad set of media formats to reach various ages and interests

48 Strategic Communications Plan Employ a broad set of media formats to reach various ages and interests Utilize traditional media

49 Strategic Communications Plan Employ a broad set of media formats to reach various ages and interests Utilize traditional media Build relationships with local reporters and news outlets Strategize about newsworthy topics Current local media contact info

50 Strategic Communications Plan Employ a broad set of media formats to reach various ages and interests Utilize traditional media Build relationships with local reporters and news outlets Strategize about newsworthy topics Current local media contact info Utilize social media

51 Utilize Social Media (Business Model)

52 Utilize Social Media (Public Involvement Model) Public Involvement (more citizen input, earlier in the planning process) Exposure Influence Engagement

53 Public Involvement (more citizen input, earlier in the planning process) Exposure Brand awareness Visits, Page views Likes Subscribers Utilize Social Media (Public Involvement Model)

54 Public Involvement (more citizen input, earlier in the planning process) Exposure Influence Thought leadership Become more top of mind to both public and media on transportation issues Utilize Social Media (Public Involvement Model)

55 Public Involvement (more citizen input, earlier in the planning process) Exposure Influence Engagement Utilize Social Media (Public Involvement Model) Comments, questions, discussions

56 MICs engagement goals Better engage the public (area residents) Utilize Social Media (Public Involvement Model)

57 Utilize Social Media MICs engagement goals Better engage the public (area residents) Better engage primary stakeholders Policy Board members Advisory committees (BPAC, HTAC)

58 Develop a blog site Separate from MIC website Utilize Social Media – How?

59 Develop a blog site Separate from MIC website More conversational than technical Staff-produced content - articles, videos, guest posts and (eventually) responses Invite comments, questions, discussions Link to other online sources Utilize Social Media – How?

60 Create a MIC page on Facebook Put a personal face to the MIC Utilize Social Media – How?

61 Create a MIC page on Facebook Put a personal face to the MIC Post photos – field work, etc. Make announcements – meetings, etc. Funnel traffic to the more substantive content in our blog Utilize Social Media – How?

62 Create a MIC page on Facebook Put a personal face to the MIC Post photos – field work, etc. Make announcements – meetings, etc. Funnel traffic to the more substantive content in our blog Visible to people without FB accounts as well as FB users and their friends Utilize Social Media – How?

63 Social Media Policy Rules of engagement Who, what, how, when Definitions and goals Relationship of social media to organizational mission and goals Customize to suit your organizations needs Utilize Social Media – Our First Steps

64 Listen Create listening posts by subscribing to a few local blogs or news sites (PerfectDuluthDay, DuluthNewsTribune) Subscribe to a couple of other blogs on planning or transportation topics Utilize Social Media – Our First Steps

65 Consultant Blog site design WordPress platform Professional design and custom features Coach MIC staff during startup phase Ongoing dialogue, tips and media leads Annual cost $3,500 - $8,000 Will decrease after initial implementation Utilize Social Media – Our First Steps

66 MIC Social Media Implementation Determine staffing Dedicate a staff person (or persons) to manage social media function Like bringing a puppy home, its cute but requires regular care and feeding Begin with staff who are comfortable with social media

67 MIC Social Media Implementation Determine staffing All staff members must also become familiar with and begin to utilize social media Public involvement requirement Strategic planning support Job description updates

68 Blog content development Mix of current trends and current projects Begin with selected projects/committees Change in tone New style of writing Multiple revisions required, several sets of eyes Utilize Social Media – Our First Steps

69 Blog name Getting Somewhere Navigating Transportation Issues In and Around Duluth and Superior All Terrain A Duluth Superior Region Transportation Blog Can of Worms Transportation Concerns and Conundrums in the Duluth- Superior Area Are We There Yet? A Blog about Improving Transportation for People And Freight in the Twin Ports The Intersection A Guide to Transportation and Planning in the Duluth- Superior Region Two Way Street Conversations about Transportation, Access and Mobility in Duluth, MN and Superior, WI

70 Utilize Social Media – Our First Steps

71 OpenMIC Blog Launched April 8 Social Media in the Twin Ports discussion on Almanac North

72 OpenMIC Blog

73

74

75 MIC Facebook Page Launched March 30

76 MIC Facebook Page

77 Social Media Analytics Measure How? Google analytics (keywords, page rank) Facebook analytics (# fans, trends) Content and/or comments are being added by other users Quality more important than quantity

78 Social Media Analytics OpenMIC Blog – Google Analytics Averaging 4 published posts per month Averaging 62 visits per month Averaging 104 page views Bounce rate 72.5%

79 Social Media Analytics Facebook Averaging 5500 page views per month Photos popular

80 Social Media Analytics OpenMIC Blog – Traffic Sources 37% of visits come directly from the user typing DuluthSuperiorOpenMIC.org

81 Social Media Analytics OpenMIC Blog – Traffic Sources 37% of visits come directly from the user typing DuluthSuperiorOpenMIC.org 33% come from search engines bike or biking Duluth or Superior or MIC

82 Social Media Analytics OpenMIC Blog – Traffic Sources 37% of visits come directly from the user typing DuluthSuperiorOpenMIC.org 33% come from search engines bike or biking Duluth or Superior or MIC 29% come from referring sites www.dsmic.org facebook.com

83 Social Media Analytics Overall: Meeting Exposure goal 62 blog visitors/5500 FB views per month

84 Social Media Analytics Overall: Meeting Exposure goal 62 blog visitors/5500 FB views per month Will work toward Influence goal by utilizing traditional media sources

85 Social Media Analytics Overall: Meeting Exposure goal 62 blog visitors/5500 FB views per month Will work toward Influence goal by utilizing traditional media sources Will work toward Engagement goal by developing calls to action and working on content

86 Social Media Analytics Blog Content Blogs function more like street performers than teachers

87 Social Media Analytics Blog Goals Increase number of visitors Increase number of page views Decrease bounce rate to 40%-50% Improve SEO (Search Engine Optimization)

88 Social Media Analytics Interactive, web-based strategies

89 Social Media Analytics

90 Questions? Comments? Connect with Us! duluthsuperior OpenMIC.org facebook.com/dsmic www.dsmic.org Transitioning to an Interactive Web-Based Public Outreach Strategy Rondi Watson Planning Assistant/Social Media Coordinator rwatson@ardc.org 218-529-7511


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