social media at hamilton county jfs

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Communications Using Social Media to Connect with Key Audiences

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A quick overview of social media strategy and tactics at the Hamilton County Department of Job and Family Services in Cincinnati, Ohio

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Page 1: Social Media at Hamilton County JFS

Communications

Using Social Mediato Connect

with Key Audiences

Page 2: Social Media at Hamilton County JFS

About the agency• 850 employees

• Services– Child Protection – Child Support – Medicaid, food stamps, cash assistance– Other

Communications

Page 3: Social Media at Hamilton County JFS

About the agency

• Operating budget declining– 50% reduction in funds over three years– Half of staff laid off, retired

• Demand for services increasing– 58,000 coming through doors monthly– Many first-timers

Communications

Page 4: Social Media at Hamilton County JFS

Waiting room traffic

Communications

Page 5: Social Media at Hamilton County JFS

Social media goals

• Improve accessibility and transparency at Hamilton County Department of Job and Family Services

• Engage audiences, not just broadcast

Communications

Page 6: Social Media at Hamilton County JFS

Social media objectives• To relieve pressure on crowded

waiting rooms and busy call centers

• To build relationships with key influencers in target audiences

• To make potential customers aware of our many services

• To give quick answers to questions

Communications

Page 7: Social Media at Hamilton County JFS

Social media objectives• Increased participation in live chats,

promoted events, discussion forums…• Dialogue with key influencers in target

audiences: – Social Services Community, Clients,

Employees (past and present), Government, Media, Influencers (blogs, podcasts)

Communications

Page 8: Social Media at Hamilton County JFS

“Social media networks provide cost effective ways for companies to put out their message and provide information to people in a personal, one-on-one way.” --Atlanta Journal Constitution

Communications

Page 9: Social Media at Hamilton County JFS

Policy

Communications

The Communications Office at the Hamilton County Department of Job and Family Services is responsible for all agency social media pages, feeds and platforms. Only members of the Communications or Operations teams may send messages and/or respond to comments via agency social media platforms – and create new pages, feeds, groups, etc. on social networks. Communications team members will follow the agency’s Communications Procedures and Information Systems Procedures as well as Hamilton County’s Ethics Policy while using social media.

Program staff, however, may participate in private live chats with clients about their cases. Content of these chats must remain confidential.

Page 10: Social Media at Hamilton County JFS

Communications

50+ since May 2008Medicaid, food stamps, child support, job

services, adoption/foster

care…

Cost:$39 per

month for software

Public live chats

9.2 participants, 12 questions, 85.1 views

Page 11: Social Media at Hamilton County JFS

Private chats with techs• Child Support (March 2009)

– Average about 30 chats a day– 2 techs

• Income Maintenance (March 2010)– Averaging 150 chats a day– 4 techs

• Child Care (April 2010)

Communications

Page 12: Social Media at Hamilton County JFS

Communications

Facebook fan page: 343

January2009

Free

Page 13: Social Media at Hamilton County JFS

Communications

Facebook group: 158

January2009

Free

Page 14: Social Media at Hamilton County JFS

Communications

Twitter (@HamiltonCoJFS): 340

June2008

Free

Page 15: Social Media at Hamilton County JFS

Blog 17,000 views

Communications

February2009

Cost: $250

graphic artist

Page 16: Social Media at Hamilton County JFS

Communications

Audio podcast 2,000 visits month

October2007

Cost: $130

digital recorder

Page 17: Social Media at Hamilton County JFS

RSS Feed

2007Free

---

About 2,000 visits per

month

Communications

Page 18: Social Media at Hamilton County JFS

You Tube channel 12,800 views

Communications

September2007

Cost: $700 digital

camera; cost of

professional videos

Page 19: Social Media at Hamilton County JFS

www.BlogTalkRadio.com

Communications

June 2009

Free

First 17 programs averaged 40 downloads each

Page 20: Social Media at Hamilton County JFS

www.hcjfs.org

Communications

Monthly unique visitors

Tripled in

three years

to 30,000

Page 21: Social Media at Hamilton County JFS

Communications

High benefit• Reduced wait times • Meeting pre-established objectives, goals

• TV, radio coverage

• Foster care month on “mommy” blogs

• Retweets (RT) by media, others

• #fosterparentsneeded, Pitch Engine

Page 22: Social Media at Hamilton County JFS

What we’ve learned

• It’s a commitment, not a campaign

• Have one person willing to champion and maintain– Doesn’t work as well with several part-time

• Get comfortable with new age of communication

Communications

Page 23: Social Media at Hamilton County JFS

What we’ve learned• Daily maintenance: Relevant content

• Don’t get sucked into time drain

• Patience/stay with it

• Educating late adopters (in-house)

• Leverage personal networks

• Integrate with Speakers’ Bureau, media relations, newsletter, Web site…

• Measure with WebTrends, surveys…

Communications

Page 24: Social Media at Hamilton County JFS

Be Strategic

• Develop a plan– Mission– Goals– Audiences– Message– Method/spokesperson– Timeline/content plan

Communications

Page 25: Social Media at Hamilton County JFS

Strategic audiences• Clients/customers

– especially those unfamiliar with agency programs/services

• Social service partners• Taxpayers/voters• Overseers• Government peers• Employees

– Current, former (retired, laid off, moved on)

Communications

Page 26: Social Media at Hamilton County JFS

Questions?

• Brian: [email protected]

• Mike: [email protected]

Communications