Embed Size (px)
DESCRIPTION
Presented at GFOA annual conference. Intro to government digital communications 101, including use of social media, and case study of stearns county sheriff's office
Citation preview
Presenters:
QR Code
Date:
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
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
51
• 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
54
• Why are you reaching out?
• What outcomes do you want?
• How do you want your audience to act?
Understand Your Business Goals
55
• Content today, tomorrow
• Content goals and desired audience actions
• Right tool for the right action
Determine a Content Strategy
Content +
56
• How to measure success
• Map out and prioritize tools’ results
• Improve on the go
Measure and Analyze Outreach Results
57
• Look for patterns and trends
• Translate into real world impact
Tell a Story about People
Success of Stearns County Sheriff’s Office
59
“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
60
Purpose
Expand and enhance engagement with residents to:
PreventCrime
Promote PublicSafety
Protect Qualityof Life
61
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
62
• 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
63
Project Strategy
Improve communications through:
• Visibility – more places, more often
• Information – more timely resources
• Accessibility – more open contact, connections
64
Project Strategy
Focus on three areas:
• Website – co.stearns.mn.us
• Email – GovDelivery subscription service
• Social Media – Facebook, Twitter, YouTube, Pinterest, Flickr, Google+
65
WebsiteNew content
Calls to action
Multimedia
66
Sheriff’s Office Updates
Subscription overlayWidget
67
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
69
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
70
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
71
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
75
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
77
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
78
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]
