adventures in social media rondi watson wi/mn mpo/dot/rpc transportation conference august 23, 2011

Adventures in Social Media

Rondi WatsonWI/MN MPO/DOT/RPC Transportation ConferenceAugust 23, 2011

Adventures in Social Media

Rondi WatsonDuluth-Superior Metropolitan Interstate Council

WI/MN MPO/DOT/RPC Transportation ConferenceAugust 23, 2011

Transitioning to anInteractive Web-BasedPublic Outreach Strategy

SAFETEA-LU (2005)

Emphasis on: Public Outreach

SAFETEA-LU (2005)

Emphasis on: Public Outreach

Early involvement

SAFETEA-LU (2005)

Emphasis on: Public Outreach

Early involvement More citizen input into decision-

making

SAFETEA-LU (2005)

Emphasis on: Public Outreach

Early involvement More citizen input into decision-

making “Electronically accessible formats,

including World Wide Web”

MIC Implementation Efforts

www.dsmic.org website (2006)

MIC Implementation Efforts

Public Involvement Plan Update (2007) Specified outreach techniques

Public meetings

MIC Implementation Efforts

Public Involvement Plan Update (2007) Specified outreach techniques

Public meetings Newspaper ads Legal notices Press releases

MIC Implementation Efforts

Public Involvement Plan Update (2007) Specified outreach techniques

Public meetings Newspaper ads Legal notices Press releases

Project web pages

MIC Implementation Efforts

Long Range Plan Update (2008-09) Utilized PIP techniques

Public meetings Project web pages

MIC Implementation Efforts

Long Range Plan Update (2008-09) Utilized PIP techniques

Public meetings Project web pages Online surveys Targeted mailings

MIC Implementation Efforts

Result: Limited input and public

participation!

Meanwhile...

Dramatic rise in social media activity

Meanwhile...

Dramatic rise in social media activity Internet-based applications

that allow the creation and exchange of user-generated content

Meanwhile...

Dramatic rise in social media activity Social media sites (Facebook,

Twitter, Linked In, YouTube)

Meanwhile...

Dramatic rise in social media activity Social media sites (Facebook,

Twitter, Linked In, YouTube)

Online publications (news sites, blogs, RSS feeds, email subscriptions)

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

Meanwhile...

Dramatic increase in utilization of online technologies Portability (laptops, smartphones,

ipads)

Meanwhile...

Dramatic increase in utilization of online technologies Portability (laptops, smartphones,

ipads) Virtual meetings & classrooms

(Skype/cameras)

Meanwhile...

Dramatic increase in utilization of online technologies Portability (laptops, smartphones,

ipads) Virtual meetings & classrooms

(Skype/cameras) Online dating

Meanwhile...

Dramatic increase in utilization of online technologies Portability (laptops, smartphones,

ipads) Virtual meetings & classrooms

(Skype/cameras) Online dating Crowdsourcing

MIC presence

MIC presence

MIC presence with Social Media

Why Social Media?

US Internet users spend 3x more time on blogs and social networks than on email

Why Social Media?

Regardless of age, we’re social networking

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

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

Why Social Media?

Great fit for MPOs

Why Social Media?

Great fit for MPOs “Content is king” in the social

media world – and we have lots of it

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

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

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

Social Media Implementation

We lacked experience

Social Media Implementation

We lacked experience We hired a consultant

Social Media Implementation

We lacked experience We hired a consultant

Process Contacted 6 marketing/PR firms

(local)

Social Media Implementation

We lacked experience We hired a consultant

Process Contacted 6 marketing/PR firms

(local) Interviewed 3 of these

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

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

Consultant Process

6-month timeframe April – October 2010

Consultant Process

6-month timeframe April – October 2010

$6500 initial cost

Consultant Process

6-month timeframe April – October 2010

$6500 initial cost Market survey and analysis

Consultant Process

6-month timeframe April – October 2010

$6500 initial cost Market survey and analysis 2 strategic planning sessions

Consultant Process

6-month timeframe April – October 2010

$6500 initial cost Market survey and analysis 2 strategic planning sessions 1 staff training session

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

Strategic Communications Plan

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

Strategic Communications Plan

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

Utilize traditional media

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

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

Utilize Social Media (Business Model)

Utilize Social Media (Public Involvement Model)

Public Involvement (more citizen input, earlier in the planning process)

Exposure

Influence

Engagement

Public Involvement (more citizen input, earlier in the planning process)

Exposure Brand awareness Visits, Page views “Likes” Subscribers

Utilize Social Media (Public Involvement Model)

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)

Public Involvement (more citizen input, earlier in the planning process)

Exposure

Influence

Engagement

Utilize Social Media (Public Involvement Model)

Comments, questions, discussions

MIC’s engagement goals Better engage the public (area

residents)

Utilize Social Media (Public Involvement Model)

Utilize Social Media

MIC’s engagement goals Better engage the public (area

residents) Better engage primary

stakeholders Policy Board members Advisory committees (BPAC,

HTAC)

Develop a blog site Separate from MIC website

Utilize Social Media – How?

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?

Create a MIC page on Facebook Put a personal face to the MIC

Utilize Social Media – How?

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?

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?

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 organization’s needs

Utilize Social Media – Our First Steps

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

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

MIC Social Media Implementation Determine staffing

Dedicate a staff person (or persons) to manage social media function “Like bringing a puppy home, it’s cute

but requires regular care and feeding” Begin with staff who are comfortable

with social media

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

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

Utilize Social Media – Our First Steps 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

Utilize Social Media – Our First Steps

OpenMIC Blog

Launched April 8 “Social Media in the Twin Ports” discussion on Almanac

North

OpenMIC Blog

MIC Facebook Page

Launched March 30

MIC Facebook Page

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

Social Media Analytics

OpenMIC Blog – Google AnalyticsAveraging 4 published posts per

monthAveraging 62 visits per monthAveraging 104 page viewsBounce rate 72.5%

Social Media Analytics

FacebookAveraging 5500 page views per

monthPhotos popular

Social Media Analytics

OpenMIC Blog – Traffic Sources 37% of visits come directly from

the user typing “DuluthSuperiorOpenMIC.org”

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”

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

Social Media Analytics

Overall: Meeting “Exposure” goal 62 blog visitors/5500 FB views per

month

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

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

Social Media Analytics

Blog Content“Blogs function more like street performers than teachers”

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)

Social Media Analytics

Interactive, web-based strategies

Social Media Analytics

Questions? Comments?

Connect with Us!

duluthsuperiorOpenMIC.orgfacebook.com/dsmic www.dsmic.org

Transitioning to an Interactive Web-BasedPublic Outreach Strategy

Rondi WatsonPlanning Assistant/Social Media Coordinatorrwatson@ardc.org218-529-7511