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Communication
for ChangeThe growing demand from our customers
Andrea HenryDirector, Strategic Communications
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Increased demands on governments
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Increased demands on governments Real-time communication
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Increased demands on governments Real-time communication Communicating in common speak
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Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent
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Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose
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Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose
Decrease our service level
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Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose
Decrease our service levelShift some of the burden onto customers
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What’s in a name?
What have we called our customers in the past?
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What’s in a name?
What have we called our customers in the past?
What impact do these terms have with the way our customers perceive our relationship?
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Use of the term “customer”
Implies a “give and take” relationship
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Use of the term “customer”
Implies a “give and take” relationship
More cooperative
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Use of the term “customer”
Implies a “give and take” relationship
More cooperative
Term common in business world, people can easily relate
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Factors driving Iowa DOT communication
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Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
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Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Make it clear that customers have a role in our business
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Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Make it clear that customers have a role in our business
Accessibility - offer avenues for two-way communication not just pushing information to the masses
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Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Make it clear that customers have a role in our business
Accessibility - offer avenues for two-way communication not just pushing information to the masses
Speak our customer’s language
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Social media
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Social media – the beginning
Twitter – Began Dec 2008
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Social media – the beginning
Twitter – Began Dec 2008Used as another method to distribute
press releases and traffic updates – one-way communication
Followers around 7,000
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Social media – the beginning
Facebook – Began May 2012
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Social media – the beginning
Facebook – Began May 2012Posted once a day. Mostly safety
information.Followers around 500
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Social media – now
Decided to be more robust July 2013
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Social media – now
Decided to be more robust July 2013Post on variety of topics to attract different
audiences and tell the complete story of transportation
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Social media – now
Decided to be more robust July 2013Post on variety of topics to attract different
audiences and tell the complete story of transportation
Twitter currently just over 20,500 followers. Growing at 100 per week.
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Social media – now
Decided to be more robust July 2013Post on variety of topics to attract different
audiences and tell the complete story of transportation
Twitter currently just over 20,500 followers. Growing at 100 per week.
Facebook currently 2,300 likes. Growing at 50 per week.
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Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
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Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
COMPARE
News Releases
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Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
COMPARE
News Releases 1,501 subscribers
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Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
COMPARE
News Releases 1,501 subscribers 1,501 daily; 7,505 weekly; 45,030 monthly
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Social media - now
Use monitoring tool for monitor all accounts (17 total)
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Social media - now
Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help
those in need
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Social media - now
Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help
those in need Made commitment to answer all inquiries
within 30 minutes
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Social media - now
Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help
those in need Made commitment to answer all inquiries
within 30 minutes People use transportation and social
media 24/7. We need to be available 24/7.
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Where do you begin?
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Where do you begin?
PLANNING
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What’s your plan?
Consider internal parameters
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What’s your plan?
Consider internal parametersSecurity concerns
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What’s your plan?
Consider internal parametersSecurity concernsDo other employees have access?
How is this perceived?
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What’s your plan?
Consider internal parametersSecurity concernsDo other employees have access?
How is this perceived?Are there legal concerns? Liability?
Terms of use?
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What’s your plan?
Consider internal parametersSecurity concernsDo other employees have access?
How is this perceived?Are there legal concerns? Liability?
Terms of use? Develop objectives with audience in mind
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What’s your plan?
Choose your channel(s)
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What’s your plan?
Choose your channel(s)
Have written content calendars
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What’s your plan?
Choose your channel(s)
Have written content calendars Layout expectations
How quickly will you respond?What tone will you take?What content posted by users is/isn’t acceptable?
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What’s your plan?
Choose staff who can work with minimal oversight.
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What’s your plan?
Choose staff who can work with minimal oversight.
Train, train, train
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What’s your plan?
Choose staff who can work with minimal oversight.
Train, train, train Continually communicate on lessons learned
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What’s your plan?
Choose staff who can work with minimal oversight.
Train, train, train Continually communicate on lessons learned Adjust processes, styles, and language
accordingly
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Blog, schmog.
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What are blogs?
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Transportation Matters for Iowa Blog Wanted a way to tell our transportation
story in more approachable way than press releases
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Transportation Matters for Iowa Blog Wanted a way to tell our transportation
story in more approachable way than press releasesWritten in a conversational tone
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Transportation Matters for Iowa Blog Wanted a way to tell our transportation
story in more approachable way than press releasesWritten in a conversational tone
Allow us to use video, audio and photos to enhance story
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Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in
more approachable way than press releasesWritten in a conversational tone
Allow us to use video, audio and photos to enhance story
Two-way communication encouraged in stories. Comment feature allows for customers to easily
give us feedbackMade commitment to answer feedback within two
hours
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Transportation Matters for Iowa Blog
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Transportation Matters for Iowa Blog Focus on human interest stories
Both internal and external audiences feeds
3353 subscribers
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Information to help your customers
make more informed decisions
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Information to help your customers
make more informed decisions
What do you have to offer?
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Snowplow map and images
Common complaint – where are the plows?
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Snowplow map and images
Common complaint – where are the plows?
Customers had road condition information from 511
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Snowplow map and images
Common complaint – where are the plows?
Customers had road condition information from 511
Need a way to “see for themselves”
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Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
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Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs:
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Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs: Easy-to-use
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Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs: Easy-to-use Consistent information across projects
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Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs: Easy-to-use Consistent information across projects Ability to keep site up-to-date
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Driver’s license station wait times
Long wait times at driver’s license stations are one of the biggest complaints from customers
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Final thoughts
Who is your customer?
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Final thoughts
Who is your customer? (hint: you have more than one)
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Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer?
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Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information?
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Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information? Why is it important to your customer?
![Page 83: Communication for Change The growing demand from our customers Andrea Henry Director, Strategic Communications](https://reader036.vdocuments.net/reader036/viewer/2022062516/56649dbf5503460f94ab3afc/html5/thumbnails/83.jpg)
Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information? Why is it important to your customer? Where do your customers want to receive
information?
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Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information? Why is it important to your customer? Where do your customers want to receive
information? How will you present it?
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Thank you!
Andrea Henry
515.239.1730
Follow the Iowa DOT:
facebook.com/iowadot
twitter.com/iowadot
TransportationMatters.iowadot.gov