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Staying Relevant Tactics For Successful Public Sector Use of
Social MediaModerator, Darrel Thomas, Asst. City Manager/COO, City of Westin, FLSpeakers:Marty Doll, Communications Coordinator, City of Burnsville, MNRobert Filipczak, Social Media Coordinator, MN Dept. of TransportationDory Dahlberg, Web Communications Specialist, Stearns County, MNJohn Simpson, Engagement Consultant, GovDelivery
May 20, 2014
www.burnsville.org
Staying Relevant: Tactics for Successful Public Sector Use of Social Media
City of Burnsville, Minn.
Marty Doll, Communications Coordinator
www.burnsville.org
Communicating to the CommunityOur Primary Audience:
• Residents of Burnsville• Burnsville Business Community
• Members of City boards, commissions & committees
• City Employees• News Media
• Visitors of Burnsville
www.burnsville.org
Communicating to the CommunityOur Primary Audience:
• Residents of Burnsville• Burnsville Business Community
• Members of City boards, commissions & committees
• City Employees• News Media
• Visitors of Burnsville
www.burnsville.org
www.burnsville.org
What are we trying to do?
Encourage communication between residents, community groups, elected
officials and City employees.
www.burnsville.org
www.burnsville.org
What are we trying to do?
Advance public support of City
programs and seek to improve quality
and image of public service.
www.burnsville.org
www.burnsville.org
Communications Toolbox
Message
www.burnsville.org
“See What Sticks?”
Multiple Tools – Same Message
Catered to audience
using those tools
www.burnsville.org
Why Do We Use Social Media?
Real-time information distribution
Pew Research Center, February 2013
Gather feedback from residents
Incorporate messages into daily lives
www.burnsville.org
www.burnsville.org
www.burnsville.org
www.burnsville.org
How Do We Use Social Media?
www.burnsville.org
Burnsville By The NumbersYouTube• 264,000 total views/
192 SubscribersLast quarter• 46 videos• 35,889 views
Twitter• 1,422 followers
Last quarter:
• 103 Tweets
• 34 Retweets
Facebook• 1,266 followers
Last quarter:
• 101 posts
• 15,800 impressions
How do we compare?In the middle of our market citiesOne of the highest among our neighboring cities
Facebook+4%
Twitter+10%
www.burnsville.org
Who Are Our Followers?• Facebook: 65% Female• Twitter: 60% Male• YouTube: 52% Male
• Facebook: Males 18-34 (18%) and Females 25-44 (35%)• YouTube: Ages 35-54 (57%)• Twitter Interests:
– Music (43%); Politics and Current Events (40%); Comedy (38%); Movies (34%); Tech News (28%); Business News (26%)
www.burnsville.org
What Do Followers Like?
www.burnsville.org
Online Special EventsEMS Virtual Ride-Along
• Increased followers on Facebook by 1% and Twitter by 2%
• Facebook posts were seen 8,741 times
• Well-received by followers!
Rectangular Rapid-Flashing Beacon Contest
• Received more than 75 likes, retweets, comments and shares
• One of seven entries recognized for receiving “notable community support”
www.burnsville.org
Online Special EventsBurnsville’s 50th Anniversary
“50 Years in 50 Days” #50in50
www.burnsville.org
www.burnsville.org
Challenges
• Developing and Implementing Policies
• Maintaining a Strong Presence
• Demand for Information NOW
• Navigating a Segmented Audience
• Dealing with “Trolls” and Social Media’s Interactive Nature
www.burnsville.org
The Road Ahead
• Continue to grow base of followers
• Continue to increase engagement
• Host or participate in additional special events
• Monitor trends in other social media platforms
www.burnsville.org
Staying Relevant: Tactics for Successful Public Sector Use of Social Media
www.facebook.com/cityofburnsville
www.twitter.com/burnsvillemn
www.youtube.com/cityofburnsvillemn
City of Burnsville, Minn.Marty Doll, Communications Coordinator
www.burnsville.org
Emergencies, Economy and Engagement
MnDOT Deals with 5 kinds of Emergencies: Snowstorms Icestorms Blizzards Extreme Cold Floods
http://youtu.be/tN4Fy6MJ0DA
June 20, 2012 Duluth Flood
https://www.facebook.com/photo.php?v=10151005686542249&set=vb.153795482248&type=3&video_source=pages_video_set
Minnesota Go Corridors of Commerce TED WIG◦ http://youtu.be/nt866oJCoEs
7,000 shares on Facebook 284,000 views on YouTube Lessons Learned: Sometimes you get lucky
Get as many shares as possible Don’t ask your audience lots of questions
(That’s why we have our Online Community) The right photo can work wonders
Website Email Lists (about 27,000 participants) Experiment: Twitter replacing news releases Learn along with your audience◦ Babe Ruth calls his shot
Risk Assessment Data Retention plan Monitoring social channels
http://youtu.be/7r76H62tzrg
Photos Videos ◦ http://youtu.be/fxYboVoiejM
Infographics Thunderclap (still in beta)
Self-promotional posts or tweets Polling Anything without a story
They make statistics and numbers more approachable
They reshape the way people think about numbers and statistics
They help people tell your somewhat challenging story about numbers, statistics, funding, performance, budgetary constraints, ….
Listening
Bob Filipczak [email protected] 651-216-5754
Success with Digital Outreach 101
& Stearns County MN
GFOA 2014Session Name: Staying Relevant: Tactics For Successful Public Sector Use of Social Media Tuesday, May 20, 2014, 10:20 AM - 12:00 PM
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• Digital Outreach 101
• Success of Stearns County Sheriff’s Office
• Additional Success Stories
• Next Steps
Overview
52
Match your content to the right tool(s)
Tell a story about people
Learn how others have been successful
Leverage recommendations and lessons learned
Key Takeaways from Today
Digital Outreach 101
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• Why are you reaching out?
• What outcomes do you want?
• How do you want your audience to act?
Understand Your Business Goals
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• Content today, tomorrow
• Content goals and desired audience actions
• Right tool for the right action
Determine a Content Strategy
Content +
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• How to measure success
• Map out and prioritize tools’ results
• Improve on the go
Measure and Analyze Outreach Results
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• Look for patterns and trends
• Translate into real world impact
Tell a Story about People
Success of Stearns County Sheriff’s Office
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“Informing the community is nothing but a good thing, because they are the eyes and ears of a good police department. The more information we can get to the community and the more they can provide back to us,the better off everyone is.”
John L. SannerStearns County Sheriff
Background and Goals of Sheriff’s Office
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Purpose
Expand and enhance engagement with residents to:
PreventCrime
Promote PublicSafety
Protect Qualityof Life
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Project Goals
Make it easy for residents to:
• Receive information from the Office
• Send information to the Office
• Locate & learn about services
• Take steps to prevent crime & protect self
• Share with others
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• Evaluate how public engagement occurs today
– What and Who
– Tools: Now, Soon, TBD
• Craft an Engagement Roadmap with tactics and room for future recommendations
– Tactics = Content + Tools + Measurable Goals
– Develop milestones; Evaluate your work; Repeat
Discovery and Roadmap
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Project Strategy
Improve communications through:
• Visibility – more places, more often
• Information – more timely resources
• Accessibility – more open contact, connections
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Project Strategy
Focus on three areas:
• Website – co.stearns.mn.us
• Email – GovDelivery subscription service
• Social Media – Facebook, Twitter, YouTube, Pinterest, Flickr, Google+
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WebsiteNew content
Calls to action
Multimedia
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Sheriff’s Office Updates
Subscription overlayWidget
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Social Media
YouTube
68
Results
Website
• 70,000 monthly page views
• 100 monthly file downloads
• 5 x more tips submitted*(of tracked tips)
• 1,200 new Sheriff subscribers
• Updates topic 6th
most popular
• Most Wanted subscribers up91%
Social Media
• Facebook 25% growth overall
• Twitter 40% growth overall
• 2,100 Sheriff YouTube video views
Note: Growth from May 2013 to January 2014
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522% Year Growth in Crime Tips Submitted
Note: Total Tips does not account for tips submitted to via phone to a source that was not tracked nor to detectives
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1. Stearns County residents are eager to engage with the Sheriff’s Office
2. The easier it is for the public to engage law enforcement organizations, the more likely that they will engage
3. Track the origin and frequency of submitted crime tips to plan for the future
Top Three Project Insights
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Building on Success
Crime Prevention
PublicSafety
Qualityof Life
Community Engagement
Continue building on a strong foundation:
Additional Success Stories
73
Internal Revenue Service (IRS)
CONNECT WITH MORE PEOPLE
1.6M+PEOPLE
RESULTS
Increase ROI by moving from paper to digital processes
GET PEOPLE TO TAKE ACTION
Increasing tax submissions
Updated mobile app to increase use of online tax resources
Increasing awareness of availability of taxinformation & resources
Added nearly 15Ksubscriptions to the Tax Tips topic. 72%of those came from the mobile app
74
New York Department of Tax & Finance
CONNECT WITH MORE PEOPLE RESULTS
Digital message delivery tracks open/click actions for each recipient
GET PEOPLE TO TAKE ACTION
Increasing on-time taxsubmissions
Support environmentally friendly initiatives
Increasing awareness of important tax information
New York Department of Tax & Finance (NY Tax) moved from paper statements & notifications to electronic messages to increase adoption of online tax filing.
2M+ messages sent driving additional adoption of online filing system
6.6M+ tax statements & reminders sent in 11 months, increasing on-time tax filings
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Minnesota Department of Revenue
CONNECT WITH MORE PEOPLE
77K+PEOPLE
RESULTS
Seeing 75% engagement rate with digital messages
GET PEOPLE TO TAKE ACTION
Increasing awareness of availability of taxinformation & resources
Allowing stakeholders to self-identify topics of interest to send more targeted communications
Rapid growth in stakeholder outreach, gaining more than 30,000 new subscribers
Next Steps
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Digital Outreach 101 Recap
1. Understand Business Goals
2. Determine a Content Strategy
3. Measure and Analyze Outreach Results
4. Tell a Story about People
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Learn more about the success of Stearns County Sheriff’s Office
Download the Infographichttp://bit.ly/stearnsinfo
Sign Up for Email Updates
https://www.co.stearns.mn.us
Connect on Social Media
Questions?Thank You
John SimpsonEngagement Consultant [email protected]@jsimpsonftw
Dory DahlbergWeb Communications SpecialistInformation ServicesStearns County, [email protected]
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NextGen Squad Car - Stearns County Sheriff's Office
