Building Community Trust through Social Media. Dee Anne Heath Director of External Affairs IBTTA September 2016

Transcription

1 Building Community Trust through Social Media Dee Anne Heath Director of External Affairs IBTTA September 2016

2 Social Media Why does social media matter? Well...in 2015, there were 180 million social network users in the US alone % 3.7% % US Social Network Users (millions) 0% US Social Network Users (% change)

3 Social Media In 2015, for the first time, more than half of US social network users were age 35 or older. Under % 50.3% % 52.2% US Social Network Users, by Age (% of total) 0% 100%

4 Social Media - Facebook Facebook adds 500,000 new users every day; 6 new profiles every second 72% of all online US adults visit Facebook at least once a month % of the US population % of the US population By 2018, more than half of Facebook s US users will be 35 or older 100 Facebook has an average of 8 billion dials video views In 2016, for the first time ever, over 50% of the US population will use Facebook US Facebook Users (millions)

5 Social Media - Twitter There are 500 million Tweets sent each day. That s 6,000 Tweets every second 65.8% of US companies with 100+ employees use Twitter for marketing 77% of Twitter users feel more positive about a brand when their Tweet has been replied to % of the US population % of the US population 70.7 Twitter s base is younger than Facebook s; 57.8% of US users were under 35 in US Twitter Users, (millions) (millions) Just over one-fifth of the US population will use Twitter in 2020

6 Social Media With these numbers in mind, it is no longer a question of why brands should invest in social media but why not.

7 Social Media #1 daily activity among Americans Serves as a primary news source for many, especially millennials The Mobility Authority maintains active social media channels on Twitter and Facebook which are monitored and updated daily

8 Who Posts To Our Social Channels? Not our interns.

9 Mobility Authority s Strategic Approach Position the agency as a thought leader Increase agency awareness Send key messages to & engage with the communities we serve Supplement traditional outreach efforts Leverage the following of local media outlets & never be stale!

10 Individual Project Identity and Branding TWITTER AGENCY & MOPAC ACTIVE PROJECTS in Environmental and Construction Phases

11 Examples

12 Example: Hyper-focus on Engagement on MoPac High profile construction project with aggressive focus on engagement APPROACH: Monitoring 2. Monitoring via Search 3. Engaging Media and Opposition Results Humanize Project & Improve Communications & Maximize Followers FOLLOWERS March 2014 August 2016 = 1,570+ Followers = 3,510+ Followers

13 @Mentions Monitoring Focus on Responding to those mentioning us directly Providing strong customer service

14 Monitoring via Search Focus on Responding to those mentioning us indirectly via the project name Humanizing the project

15 Engaging Media and the Opposition Focus on Leveraging the follower count for major media outlets Leveraging the impacted folks following our parody account

16 Example: Turning Up the Volume in Oak Hill Turning it up to Eleven on a Project in Environmental Study Phase APPROACH: 1. Did You Know? Campaign 2. Community Engagement 3. Community Partnerships 4. Promoted Campaign Results Doubled our followers & Increased engagement FOLLOWERS March 2014 (Pre-Campaign) August 2016 (Post Campaign) = 204 Followers = 426 Followers

17 Did You Know? Campaign Focus informational messages related to community values and driving project education

18 Community Engagement Focus on Advertising events &meetings Inviting public input Driving users to website Show our work how the community impacts the project

19 Community Partnerships Focus on Coordinated retweets and responses to show legitimacy and coordination

20 Promoted Campaign Focus Raising project awareness via informational videos Reaching a broader audience through advertising

21 Example: Thought Leadership on Agency Channels Diverse Content and Thought Leadership on our Agency Channels APPROACH: 1. Innovation in Transportation 2. Proud Partner 3. Roadway Education 4. Quality of Life Results Increase in followers FOLLOWERS March 2014 August 2016 = 100+ Followers = 620+ Followers

22 Innovation in Transportation Focus on Highlighting innovative mobility solutions Showing efforts to improve mobility beyond roadways Providing project update Positioning the agency as a source for industry news

23 Proud Partner Focus on Highlighting partnership programs Showing and congratulating partnership with TxDOT and other local agencies Our posts that receive the most engagement and impressions are those that integrate our partners.

24 Roadway Education Focus on Highlighting news about a project that is anticipated to open soon Promoting our agency newsletter Informing and educating drivers about upcoming changes to commutes Informing drivers about our project in a fun and engaging way

25 Quality of Life Focus on Provide information on how transportation solutions improve quality of life

26 WHAT S THE FUTURE LOOK LIKE? Leverage the networks of our partners by highlighting our work with agencies like TxDOT that have large followings engagements with media outlets for impressive metrics and to reach a broader audience Continue to improve content and make it relevant to followers provide engagement opportunities like surveys, polls, responses spend small dollars for large engagement results Learn from other agencies and companies for best practices