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Slides from an hour-long presentation at the Ohio Domestic Violence Prevention conference in Newark, Ohio.
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Communications
Using Social Mediato Connect
with Key Audiences
About the agency• 950 employees
• Services– Child Protection – Child Support – Medicaid, food stamps, cash assistance– Other
Communications
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
Communications
Waiting room traffic
Communications
Social media goals
• Improve accessibility and transparency at Hamilton County Department of Job and Family Services
• Engage audiences, not just broadcast
Communications
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
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
Communications
Communications
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
Communications
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
Communications
September2007
Cost: $700 digital
camera; cost of
professional videos
Blog 10,000 views
Communications
February2008
Cost: $250
graphic artist
www.BlogTalkRadio.com
Communications
June 2009
Free
First six programs averaged 44 downloads each
www.hcjfs.org
Communications
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
Communications
Communications
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…
Communications
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
Communications
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
Communications
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
Communications
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
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