Communications

Using Social Mediato Connect

with Key Audiences

About the agency• 950 employees

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

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About the agency

• Operating budget declining– 50% reduction in state funds over three

years– One-third of staff (500) laid off, retired

• Demand for services increasing– 55,000 coming through doors monthly– Many first-timers

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Waiting room traffic

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Social media goals

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

• Engage audiences, not just broadcast

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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

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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

“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

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

services, adoption/foster

care…

Cost:$39 per

month for software

Live chats

9.6 participants, 15.2 questions, 73.7 views

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Twitter (@HamiltonCoJFS): 270

June2008

Free

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Facebook group: 100

January2008

Free

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Facebook fan page: 200

January2008

Free

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Audio podcast 500 visits month

October2007

Cost: $130

digital recorder

You Tube channel 7,700 views

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September2007

Cost: $700 digital

camera; cost of

professional videos

Blog 10,000 views

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February2008

Cost: $250

graphic artist

www.BlogTalkRadio.com

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June 2009

Free

First six programs averaged 44 downloads each

www.hcjfs.org

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Monthly unique visitors

Tripled in

three years

to 30,000

Broadcast Routine• Today at HCJFS RSS feed• Twitter (@HamiltonCoJFS) using

www.bitly.com or Facebook• Facebook fan page, group• Thursday Headlines to e-mail group• Thursday audio podcast• Possible: Press release, LinkedCincinnati

Yahoo! group

Communications

Low cost• Social media cost: $1,500

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High benefit• Meeting pre-established objectives, goals

• TV, radio coverage

• Contributed to a boss’ promotion

• Appeared on minister’s radio program

• Foster care month on “mommy” blogs

• Retweets (RT) by media, others

• #fosterparentsneeded, Pitch Engine

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…

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Tips

• 2-way conversation– Join in! Comment. RT. Tag photos. DM.– LinkedIn groups

• Example: – Contacts from Cincinnati Social Media and New Media

Cincinnati

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Tips• BlackBerry or iPhone, wireless laptop

– Verizon free classes

• Google• LinkedIn groups, Yahoo groups• Blog: Blogger or WordPress• Video: YouTube channel• Audio: Blogtalkradio

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Tips• Be positive – not for venting

• Avoid politics, religion

• Useful information

• Answers to questions

• Links to articles

• Follow me: get entertainment, useful information, ongoing relationship

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Tips

• Feed network of people who follow you– One-third links to professional info– One-third info that lets people get to know

you– One-third promoting upcoming events,

services, products

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Be Strategic

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

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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

Let’s stay in touch!

• http://mikeboehmer57.wordpress.com/

• @MikeBoehmer57 on Twitter

• Mike Boehmer on Facebook

• Mike Boehmer on LinkedIn

Communications