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Department of Motor Vehicles
Social Media Program
Engaging the Twitter Community Engaging the Twitter Community
Uses, Value, and ChallengesUses, Value, and Challenges
Office of Technology Services Webinar 2011
Sacramento, CA
July 26, 2011
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BackgroundDistribute informationProvide news and announcementsNo responseOne way communication
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Pilot Program (Twitter)
Six month Twitter pilotJuly 5, 2010 began engagementCollected statistics and dataDocumented conversationsAnalyzed information
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Steps to Implementation
Have an Implementation Plan• Identify your Objective• Identify Stakeholders• Conduct Risk Assessment• Develop Policy, Procedure, and
Guidelines • Develop a Metrics System
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Program Objective
Validate & determine any beneficial value
Within the workplaceCustomer service
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Identify Stakeholders
Support from Upper ManagementCollaboration with Web Development TeamShare Responsibility with Media Relations Division (Office of Public Affairs)Enlighten Information Security Division (Information Security & Privacy Office)
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Risk Assessment
Identify RisksMeasure VulnerabilitiesMitigate RisksEnforce Policy and Procedure
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Policies, Procedures, and Guidelines
Abide by Pre-Existing State Social Media Policies• OCIO IT Policy Letter• OCIO Social Media Standard Simm 66B
User GuidelinesRules of EngagementWebsite DisclaimersSocial Media Procedures
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Understanding Metrics
Develop BaselinesIdentify GoalsWhat to Measure• Customer Sentiment• Exposure• Followers / Friends
More is Better
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We Are Growing
July 2010 – 1,634 Followers June 22, 2011 – 3,855 Followers
3,1763,855
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Twitter Counter Forecast
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Twitter Growth
175
396
79
354
53
277
451
787
0
100
200
300
400
500
600
700
800
900
1000
Average TotalTweets Sent
AverageRetweets
Average@CA_DMVMentions
AverageMentions
Twitter Activity Comparison
July-10June-11
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Comparative Advantage
Television (KCRA Day Time)
Radio (KSFM 102.5 Day Time)
Exposure/message
July 10- 3,022June 11-8,857 11,496 16,350
Cost/ message $15 $300 $60Frequency unlimited N/A N/AMessage length
140 characters 30 seconds 30 seconds
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How does DMV use Twitter today?
Distribute InformationPromote NewsProvide Customer Service and SupportControl Corporate BrandingDirect Traffic
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Distribute Information
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Answering Customer Inquiries
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Directing Customer Traffic
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Directing Customer Traffic
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Changing Customer Sentiment
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Changing Customer Sentiment
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Changing Customer Sentiment
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Managing Your Social Media
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CISS will monitor Hootsuite/Twitter/Social Media Inbox & identify tweets
for response based on Rules of Engagement Procedures
CCS drafts tweet response
(refer to Social Media Response
Guidelines)
CCS will send response to Outreach for approval
via email
Outreach
CISS publishes tweet response
Outreach redrafts tweet
Email Groups
CISS-Molly DeckerShirley CoronaAndy NguyenTina SwannJoe PerezJessica Beck
CCS-Terri PriceBruce BrownNancy MacDonald
Outreach-Debbie ColeDerek Chan
Outreach approves and sends to CISS
to publish via email
Disapproval
Respond by Tweet or Direct Message (DM)
CISS sends tweet inquiry to CCS via
CISS responds by sending DM
request (refer to Social Media
Response Guidelines)
CISS documents and closes inquiry
Outreach sends to CISS to publish
via email
Tweet Response DM
CISS publishes tweet response
CISS will monitor Hootsuite/Twitter/
Social Media Inbox for DM
response
CCS calls customer and resolves issue
CISS sends DM info to CCS for call back/resolution
via email
CCS updates CISS via email
Twitter ResponseWork Flow
CISS documents and closes inquiry
CISS documents and closes inquiry
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CISS will monitor Social Media Inbox/ Facebook & identify comments for
response based on Rules of Engagement Procedures
CCS drafts Facebook response
(refer to Social Media Response
Guidelines)
CCS will send response to Outreach for approval
via email
Outreach
CISS publishes Facebook comment response
Outreach redrafts Facebook response
Email Groups
CISS-Molly DeckerShirley CoronaAndy NguyenTina SwannJoe PerezJessica Beck
CCS-Terri PriceBruce BrownNancy MacDonald
Outreach-Debbie ColeDerek Chan
OPA-Mike MarandoJan Mendoza
Outreach approves and sends to CISSfor OPA approval
via email
Disapproval
Respond by Comment Post or Private Message
CISS sends Facebook inquiry to CCS via email
CISS responds by sending private
message to request contact
information(refer to Social
Media Response Guidelines)
Outreach sends to CISS to publish
via email
Comment Post
Private Message
CISS will monitor Social Media
Inbox/ Facebook for private message response
CCS calls customer and resolves issue
CISS sends private message info to CCS for call back/resolution
via email
CCS updates CISS via email
Facebook ResponseWork Flow
CISS sends response to OPA for approval via
OPA
OPA redrafts or makes
suggestions
ApprovesResponse
DisapproveResponse
OPA sends suggestions to CISS
via email
CISS makes changes and
publishes Facebook response
OPA approves comment and
sends to CISS via email
CISS publishes Facebook comment response
CISS sends response to OPA for approval via
OPA
OPA redrafts or makes
suggestions
ApprovesResponse
DisapprovalResponse
OPA sends suggestions to CISS
via email
CISS makes changes and
publishes Facebook response
OPA approves comment and
sends to CISS via email
CISS documents and closes inquiry
CISS documents and closes inquiry
CISS documents and closes inquiry
CISS documents and closes inquiry
CISS documents and closes inquiry
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ChallengesGovernance is still adapting
Culture is constantly changing
Technology is evolving
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Future of DMV and Twitter?
Appointment Reminders Driver License Renewal Status Multiple DMV Twitter Accounts• Specific Program Division• Multiple Monitoring Accounts• Field Office Accounts
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Visit the DMV Social Media Blog: http://cadmv.wordpress.com/Follow us on Twitter: http://twitter.com/CA_DMVTweet us at: @CA_DMV
Additional Information
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Government Use of Social Media
29
California State Agencies
Federal Government
California Local Agencies
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