Communication for Change The growing demand from our customers. Andrea Henry Director, Strategic Communications

Transcription

1 Communication for Change The growing demand from our customers Andrea Henry Director, Strategic Communications

2 Increased demands on governments

3 Increased demands on governments Real-time communication

4 Increased demands on governments Real-time communication Communicating in common speak

5 Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent

6 Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose

7 Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose Decrease our service level

8 Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose Decrease our service level Shift some of the burden onto customers

9 What s in a name? What have we called our customers in the past?

10 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?

11 Use of the term customer Implies a give and take relationship

12 Use of the term customer Implies a give and take relationship More cooperative

13 Use of the term customer Implies a give and take relationship More cooperative Term common in business world, people can easily relate

14 Factors driving Iowa DOT communication

15 Factors driving Iowa DOT communication Information just as powerful as assets and infrastructure

16 Factors driving Iowa DOT communication Information just as powerful as assets and infrastructure Make it clear that customers have a role in our business

17 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

18 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

19 Social media

20 Social media the beginning Twitter Began Dec 2008

21 Social media the beginning Twitter Began Dec 2008 Used as another method to distribute press releases and traffic updates one-way communication Followers around 7,000

22 Social media the beginning Facebook Began May 2012

23 Social media the beginning Facebook Began May 2012 Posted once a day. Mostly safety information. Followers around 500

24 Social media now Decided to be more robust July 2013

25 Social media now Decided to be more robust July 2013 Post on variety of topics to attract different audiences and tell the complete story of transportation

26 Social media now Decided to be more robust July 2013 Post 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.

27 Social media now Decided to be more robust July 2013 Post 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.

28 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

29 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

30 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

31 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

32 Social media - now Use monitoring tool for monitor all accounts (17 total)

33 Social media - now Use monitoring tool for monitor all accounts (17 total) Use keywords to look for intelligence and help those in need

34 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

35 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.

36 Where do you begin?

37 Where do you begin? PLANNING

38 What s your plan? Consider internal parameters

39 What s your plan? Consider internal parameters Security concerns

40 What s your plan? Consider internal parameters Security concerns Do other employees have access? How is this perceived?

41 What s your plan? Consider internal parameters Security concerns Do other employees have access? How is this perceived? Are there legal concerns? Liability? Terms of use?

42 What s your plan? Consider internal parameters Security concerns Do other employees have access? How is this perceived? Are there legal concerns? Liability? Terms of use? Develop objectives with audience in mind

43 What s your plan? Choose your channel(s)

44 What s your plan? Choose your channel(s) Have written content calendars

45 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?

46 What s your plan? Choose staff who can work with minimal oversight.

47 What s your plan? Choose staff who can work with minimal oversight. Train, train, train

48 What s your plan? Choose staff who can work with minimal oversight. Train, train, train Continually communicate on lessons learned

49 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

50 Blog, schmog.

51 What are blogs?

52 Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in more approachable way than press releases

53 Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in more approachable way than press releases Written in a conversational tone

54 Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in more approachable way than press releases Written in a conversational tone Allow us to use video, audio and photos to enhance story

55 Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in more approachable way than press releases Written 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 feedback Made commitment to answer feedback within two hours

56 Transportation Matters for Iowa Blog

57 Transportation Matters for Iowa Blog Focus on human interest stories Both internal and external audiences feeds 3353 subscribers

58 Information to help your customers make more informed decisions

59 Information to help your customers make more informed decisions What do you have to offer?

60 Snowplow map and images Common complaint where are the plows?

61 Snowplow map and images Common complaint where are the plows? Customers had road condition information from 511

62 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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66 Major construction projects website Way for customers to get high-level information on projects with major traffic impacts

67 Major construction projects website Way for customers to get high-level information on projects with major traffic impacts Needs:

68 Major construction projects website Way for customers to get high-level information on projects with major traffic impacts Needs: Easy-to-use

69 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

70 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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75 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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78 Final thoughts Who is your customer?

79 Final thoughts Who is your customer? (hint: you have more than one)

80 Final thoughts Who is your customer? (hint: you have more than one) What unique information do you have to offer?

81 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?

82 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?

83 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?

84 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?

85 Thank you! Andrea Henry Follow the Iowa DOT: facebook.com/iowadot twitter.com/iowadot TransportationMatters.iowadot.gov