Successful Public Sector Use of Social Media/Digital Communications 101
- 1. Presenters: QR Code Date: Staying Relevant Tactics For Successful Public Sector Use of Social Media Moderator, Darrel Thomas, Asst. City Manager/COO, City of Westin, FL Speakers: Marty Doll, Communications Coordinator, City of Burnsville, MN Robert Filipczak, Social Media Coordinator, MN Dept. of Transportation Dory Dahlberg, Web Communications Specialist, Stearns County, MN John Simpson, Engagement Consultant, GovDelivery May 20, 2014
- 2. Success with Digital Outreach 101 & Stearns County MN GFOA 2014 Session Name: Staying Relevant: Tactics For Successful Public Sector Use of Social Media Tuesday, May 20, 2014, 10:20 AM - 12:00 PM
- 3. 51 • Digital Outreach 101 • Success of Stearns County Sheriff’s Office • Additional Success Stories • Next Steps Overview
- 4. 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
- 6. 54 • Why are you reaching out? • What outcomes do you want? • How do you want your audience to act? Understand Your Business Goals
- 7. 55 • Content today, tomorrow • Content goals and desired audience actions • Right tool for the right action Determine a Content Strategy Content +
- 8. 56 • How to measure success • Map out and prioritize tools’ results • Improve on the go Measure and Analyze Outreach Results
- 9. 57 • Look for patterns and trends • Translate into real world impact Tell a Story about People
- 10. Success of Stearns County Sheriff’s Office
- 11. 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. Sanner Stearns County Sheriff Background and Goals of Sheriff’s Office
- 12. 60 Purpose Expand and enhance engagement with residents to: Prevent Crime Promote Public Safety Protect Quality of Life
- 13. 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
- 14. 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
- 15. 63 Project Strategy Improve communications through: • Visibility – more places, more often • Information – more timely resources • Accessibility – more open contact, connections
- 16. 64 Project Strategy Focus on three areas: • Website – co.stearns.mn.us • Email – GovDelivery subscription service • Social Media – Facebook, Twitter, YouTube, Pinterest, Flickr, Google+
- 17. 65 Website New content Calls to action Multimedia
- 18. 66 Email Sheriff’s Office Updates Subscription overlay Widget
- 20. 68 Results Website • 70,000 monthly page views • 100 monthly file downloads • 5 x more tips submitted* (of tracked tips) Email • 1,200 new Sheriff subscribers • Updates topic 6th most popular • Most Wanted subscribers up 91% Social Media • Facebook 25% growth overall • Twitter 40% growth overall • 2,100 Sheriff YouTube video views Note: Growth from May 2013 to January 2014
- 21. 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
- 22. 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
- 23. 71 Building on Success Crime Prevention Public Safety Quality of Life Community Engagement Continue building on a strong foundation:
- 25. 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 tax information & resources Added nearly 15K subscriptions to the Tax Tips topic. 72% of those came from the mobile app
- 26. 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 tax submissions 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
- 27. 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 tax information & 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
- 28. Next Steps
- 29. 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
- 30. 78 Learn more about the success of Stearns County Sheriff’s Office Download the Infographic http://bit.ly/stearnsinfo Sign Up for Email Updates https://www.co.stearns.mn.us Connect on Social Media
- 31. Questions? Thank You John Simpson Engagement Consultant GovDelivery John.Simpson@GovDelivery.com @jsimpsonftw Dory Dahlberg Web Communications Specialist Information Services Stearns County, Minnesota Dory.dahlberg@co.stearns.mn.us