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Adventures in Social Media

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

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Adventures in Social Media

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

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

  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. MIC presence

  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, we’re 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 hasa 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. Social Media Implementation 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

  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. Strategic Communications Plan 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

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