Beyond the Press Release Social Media, Outreach Tactics, and by esr15791

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									          Beyond the Press Release: Social
           Media, Outreach Tactics, and
                  ODOT Policies



      Lois Cohen, Lois D. Cohen Associates
      Kelli Mathews, University of Oregon
      Patrick Cooney, ODOT Communications Division Administrator
      Karen Jones Jackley, ODOT Major Projects Branch Communications Manager




April 14, 2010                          1                  5th Annual ACEC / ODOT Partnering Conference
                 What does good Public
                 Involvement look like?


April 14, 2010            2         5th Annual ACEC / ODOT Partnering Conference
         What does good Public Involvement look like?
             Expectations of a Good PI Program

                     What Primes want:                      What ODOT wants:
                 • To collaborate with the design       • To provide information to
                   team to scale the effort               the public to either learn
                   appropriately to the project.          about the project or
                 • To keep the public and                 provide meaningful input
                   community informed and                 in a timely manner.
                   engaged about impacts,
                   goals, timelines for and
                   benefits of projects in their
                   neighborhoods.




April 14, 2010                                      3                  5th Annual ACEC / ODOT Partnering Conference
         What does good Public Involvement look like?
                 Examples of effective PI activities

                    What Primes want:                       What ODOT wants:
                 • Focused stakeholder (and            • All stakeholder concerns to be
                   other) meetings that are well         listened to and addressed.
                   managed.
                                                       • One-on-one meetings with
                 • “Face time” with the                  impacted stakeholders.
                   community (i.e., one-on-one
                                                       • Citizens advisory groups, early
                   meetings with business
                                                         meetings with key
                   owners, councils, residents,
                                                         stakeholders (internal and
                   etc.).
                                                         external).
                 • School programs and other
                                                       • Continuous information stream
                   activities that engage and
                                                         of developments.
                   educate the public.
                 • Frequent newsletters and
                   FAQ sheets.



April 14, 2010                                     4                  5th Annual ACEC / ODOT Partnering Conference
         What does good Public Involvement look like?
            Examples of effective PI activities

                    What Primes want:                      What ODOT wants:
                 • Develop approaches that            • Understand and be prepared to
                   make the contractor workflow         address the hot buttons/tough
                   easier.                              issues.
                 • Establish informative web          • Establish web sites early on and
                   sites.                               maintain them regularly to keep
                                                        stakeholders up to date.




April 14, 2010                                    5                   5th Annual ACEC / ODOT Partnering Conference
         What does good Public Involvement look like?
                 How to improve future PI programs

                    What Primes want:                       What ODOT wants:
                 • Integrate PI into the overall        “…to adapt PI processes to
                   work plan (i.e. enhance early        meet the changing needs
                   and frequent communication           of the people...”
                   between project managers
                   and PI staff).
                                                        “…address all needs of
                 • Develop approaches to                those impacted…with the
                   present realistic and honest         general good of all
                   information about the project.       stakeholders as the
                   Do not oversell!                     solution…”




April 14, 2010                                      6                 5th Annual ACEC / ODOT Partnering Conference
         What does good Public Involvement look like?
                 What lessons have we learned?

                                       What Primes have learned:
                 • Be clear on client commitment to the PI effort and develop strategies
                   to move the project forward early in the process.
                 • Figure out how project stakeholders are connected politically, as this
                   can eliminate problems for the project team.
                 • Stay creative. Come up with new ideas.
                 • Consensus building is important, but recognize we cannot please all
                   the people all the time.
                 • Do not get too many cooks in the kitchen of PI!




April 14, 2010                                    7                      5th Annual ACEC / ODOT Partnering Conference
                                                   The Interactive Internet


                 Social Media




                                           The Social Web




      The Groundswell
Kelli Mathews,      University of Oregon
April 14, 2010                                 8              5th Annual ACEC / ODOT Partnering Conference
     Social
 Technographics




April 14, 2010    Li & Bernoff’s Groundswell
                          9                    5th Annual ACEC / ODOT Partnering Conference
April 14, 2010   Li & Bernoff’s Groundswell
                         10                   5th Annual ACEC / ODOT Partnering Conference
April 14, 2010   11   5th Annual ACEC / ODOT Partnering Conference
      Percent of people who use social media
      and think organizations should use these
      tools & interact with me online (Cone, 2008)   86%
                                                     56%
    Percent of people who feel better about
    organizations and their “brands” when
    they can interact through social media.
    (Universal McCann, 2008)




                                                     89%
    Percent of bloggers that have posted
    online about a
    product/service/program/project that I love
    (or hate). (Technorati, 2008)

April 14, 2010                     12                5th Annual ACEC / ODOT Partnering Conference
                             Active Listening




 A way of listening &
responding to another
  person to improve
  mutual satisfaction

April 14, 2010          13           5th Annual ACEC / ODOT Partnering Conference
                 Your listening plan: Lay the groundwork




           What are people saying about our organization ("brand")?
            Are there negative issues/complaints that we need to correct?Is
           there an articulated need that we can help fulfill?Are there insights
           we can gather than can help us improve a program?What do they
           like or dislike about your program or service?What ideas might they
           offer for new services or marketing/fundraising campaigns?Who are
           the influential voices in the social media space covering your issue
           area or topical domain?What communities have already formed on
           social media outposts around our organization, issue, or topic area?
           Does it make sense for us to maintain a presence there?



April 14, 2010    http://beth.typepad.com/beths_blog/2009/02/getting-your-nonprofit-organization-ready-to-listen-.html
                                                             14                                    5th Annual ACEC / ODOT Partnering Conference
  Listen to customers in their “natural habitat”


      Observe interactions

                 Pick up clues

                 Collect data

       What does it mean?

        What is actionable?

April 14, 2010                   15   5th Annual ACEC / ODOT Partnering Conference
                 How do you listen?




April 14, 2010          16            5th Annual ACEC / ODOT Partnering Conference
                 What do you listen for?




April 14, 2010                    17       5th Annual ACEC / ODOT Partnering Conference
                                         10. The complaint
                                         9. The compliment
                                           8. The problem
                                           7. The question
                                      6. The campaign impact
                                             5. The crisis
                                          4. The competitor
                                             3. The crowd
                                          2. The influencer
                                        1. The point of need



                 Marcel Lebrun, Radian6: http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/
April 14, 2010                                                    18                                     5th Annual ACEC / ODOT Partnering Conference
                 Data




                        Insights




                                      Actionable
                                   Recommendations
April 14, 2010            19          5th Annual ACEC / ODOT Partnering Conference
April 14, 2010   20   5th Annual ACEC / ODOT Partnering Conference
                                       ublic Support

                 We recognize that public trust is a cornerstone of success. We work in partnership
                 with local communities and want system improvements to be visible to the traveling
                 public. We provide opportunities for community to shape the chosen solution, and
                 we consider needs for pedestrians, bicyclists, transit users, freight and mobility.
                 When working with community interests, it is essential to have clarity about the
                 project purpose, need and alignment of the proposed project with the overall plan
                 for Oregon’s transportation system.



April 14, 2010                                        21                         5th Annual ACEC / ODOT Partnering Conference
            ODOT Communication Strategy




                 Patrick Cooney
                 Communications Division Administrator

April 14, 2010                                22         5th Annual ACEC / ODOT Partnering Conference
                 More often than not, it is hard
                 to know whether an effort at
                   technological innovation is
                  tragedy, comedy or bluster;
                 whether success spells good
                        fortune or bad.
                              -- Daniel Boorstin, Librarian of
                              Congress Emeritus, Senior Historian
                              of the Smithsonian Institution and
                              Pulitzer Prize Winner



April 14, 2010                23                   5th Annual ACEC / ODOT Partnering Conference
                 Revolutionary Change
             Ad Revenue-based media to Web-based
             and mostly free-based media.




April 14, 2010               24         5th Annual ACEC / ODOT Partnering Conference
                      Traditional Media
         TV - 100 TV stations-Parent Chapter 11
            - Pooling Resource
            - Cable wanting share of revenues
         Radio - 15-20% lost revenue in 2009
                - 10,000 jobs lost
         Magazine - 1,126 closed in 2009
         Newspaper - 293 closed in 2009
                      - 15,000 jobs lost in 2009




April 14, 2010                     25              5th Annual ACEC / ODOT Partnering Conference
                 While Use of Social Media
                          Rises
         • More YouTube video in two months than ABC, CBS
           and NBC created 24/7 since 1948
         • 83 million hours are spent on Facebook everyday
         • 14 million articles are available on Wikipedia
         • 4 billion pictures are stored on Flickr
         • 2800% growth on Twitter in 2009
         • 93% of social media users believe companies should
           have a presence in social media



April 14, 2010                       26              5th Annual ACEC / ODOT Partnering Conference
                 What does it all mean?
         • Audiences are fragmented
         • More opportunities to communicate –
           more tools we can use
         • Traditional media becomes less and less
           important, yet it feeds the other.
         • We must adapt the tools to serve our
           objectives


April 14, 2010              27           5th Annual ACEC / ODOT Partnering Conference
                                 Constraints




                  Resources           Policies       Communication
                 People & Time     DAS Guidelines   Message Consistency

April 14, 2010                          28               5th Annual ACEC / ODOT Partnering Conference
                              Our Objectives
         •       Build relationships
         •       Make it accessible (PC and mobile device)
         •       Transparency leads to trust
         •       Ensure there’s a business case
         •       Use existing resources and maintain productivity
         •       Use new tools to inform and educate
         •       Link back to ODOT Web content
         •       Protect state/agency network
         •       Plan for emergency communication




April 14, 2010                           29               5th Annual ACEC / ODOT Partnering Conference
April 14, 2010   30   5th Annual ACEC / ODOT Partnering Conference
                 What ODOT is doing ?




April 14, 2010           31       5th Annual ACEC / ODOT Partnering Conference
                 What ODOT is doing ?




                               Really Simple Syndication




April 14, 2010           32                  5th Annual ACEC / ODOT Partnering Conference
    As of Mar. 2010
    • Launch 7/7/08
                           Flickr    (www.flickr.com/photos/oregondot)

    • 645 Photos
    • 61,174 views


    Primary Uses
    • Sharing photos
      with the media &
      other stakeholders

    Popular Topics
    • Winter scenes
    • Construction
    • Solar Highway

    Networked via
    groups


April 14, 2010                  33                          5th Annual ACEC / ODOT Partnering Conference
    As of Mar. 2010          YouTube (www.youtube.com/user/Oregondot)
    •   Launch 7/01/08
    •   76 videos posted
    •   57,094 video views
    •   Positive comments

    Primary Uses
    • Sharing videos
      with the media &
      other stakeholders

    Popular Topics
    • Chaining up
    • Winter weather
    • Solar Highway

    51 Subscribers


April 14, 2010                  34                 5th Annual ACEC / ODOT Partnering Conference
    As of Mar. 2010           Twitter  (www.twitter.com/oregondot)
    • Launch 01/05/09
    • 403 tweets
    • 1,400 followers
      (Elected officials,
      media, government
      partners, activists,
      general public)

    Primary Uses
    • Rumor Control
    • Issue Monitoring
    • Users link through to
    web

    Popular Topics
    • Winter driving tips
    • Incidents
    • Safety topics
April 14, 2010                    35                        5th Annual ACEC / ODOT Partnering Conference
    Radio News           Podcasts   (www.flickr.com/photos/oregondot)
    Service
    • Specific-release
      podcasts
    • ~ 1/month
    Primary Uses
    • News stories
    • Public service
      announcements




April 14, 2010               36                  5th Annual ACEC / ODOT Partnering Conference
         Trip Check     (www.tripcheck.com)



                 2008                         2009




April 14, 2010                    37            5th Annual ACEC / ODOT Partnering Conference
                        GovDelivery
                 We update ODOT Web content


                 GovDelivery receives information


                 Updates sent to subscribers via
                       e-mail or RSS feed

April 14, 2010                38           5th Annual ACEC / ODOT Partnering Conference
                      GovDelivery Categories
         •       Commissions                            •   Government Relations
                  – Oregon Transportation                    – Federal Affairs
                    Commission                          •   News Releases
                  – Oregon Area Commissions                  – ODOT Videos
                    on Transportation                        – Radio News Release
                     • Cascades West ACT                     – Region 2 News Releases
                     • Central Oregon ACT                    – Statewide Releases
                     • Lane County                      •   ODOT Home Page
                     • Lower John Day ACT               •   Office of Innovative Partnerships
                     • Mid-Willamette Valley ACT             – Oregon’s Electric Vehicle
                     • North East ACT                          Charging Network
                     • Northwestern Oregon ACT               – Oregon’s Solar Highway
                     • Rogue Valley ACT
                     • South Central Oregon ACT
                     • South East ACT
                     • South West ACT

April 14, 2010                                     39                      5th Annual ACEC / ODOT Partnering Conference
                 Future Social Media Usage
         • Facebook: currently HR Recruiting uses
           site; 148 fans
         • Employee access
         • Blogs
         • Emergency/crisis communications




April 14, 2010              40          5th Annual ACEC / ODOT Partnering Conference
                 Making a business case
         • Is your Web page current and ready to support
           your use of social media?
         • What are the benefits to the agency and your
           division, section or program?
         • What audiences do you expect to reach that you
           can’t with existing channels?
         • What resources (people) are specifically
           identified to support the continuation and
           success of using this platform?


April 14, 2010                 41            5th Annual ACEC / ODOT Partnering Conference
                  Challenges for Government
         •       Continued convergence
         •       Writing for mobile devices
         •       Citizen expectations
         •       24-hour open house/loss of maneuver space
         •       Public records/record retention
         •       Liability
         •       Natural inertia and slowness of government
         •       Next platforms???



April 14, 2010                       42           5th Annual ACEC / ODOT Partnering Conference
                 Public Support




April 14, 2010     43     5th Annual ACEC / ODOT Partnering Conference
                    Social Media in Action:
                 Applying the tools on projects




   Karen Jones Jackley
   ODOT Major Projects Branch Communications Manager

April 14, 2010                         44              5th Annual ACEC / ODOT Partnering Conference
         Bridge Program case studies

         •       What we tried
         •       Successes
         •       Challenges
         •       What we
                 learned




April 14, 2010                   45   5th Annual ACEC / ODOT Partnering Conference
         Webcasts

         • May 2007
         • Heavy construction
           on Interstate 5
         • ODOT’s first video
         • First video on
           ODOT’s YouTube
           channel




April 14, 2010              46   5th Annual ACEC / ODOT Partnering Conference
         Implementation

         • Produced in-house
         • Part of coordinated informational campaign
                 – Editorial bylined by director
                 – Radio advertising
         • Distributed to media and
           stakeholders to post or
           link to the video
         • Pitched editorial statewide



April 14, 2010                         47          5th Annual ACEC / ODOT Partnering Conference
         Outcomes

         • Results
                 – Video and editorial were placed or linked to in
                   22 print publications and Web sites statewide
                 – Used webcasts on many
                   subsequent projects

         • Lessons learned
                 – Can be time intensive
                 – Capture video
                   throughout project
                 – Know your audience


April 14, 2010                        48             5th Annual ACEC / ODOT Partnering Conference
         Social media news release

         • November 2007
         • Bundle A02, I-5: Clarks
           Branch to Tunnel Mill
           Race
         • Construction-related
           feature story, “Recipe
           for a bridge”




April 14, 2010               49      5th Annual ACEC / ODOT Partnering Conference
         Implementation

         • Created convenient information resource
           for journalists
                 – Suggested a story angle
                 – Provided background, quotes and access
                   to spokespeople,
                   statistics and figures
                 – Supplied images
                   and video




April 14, 2010                       50           5th Annual ACEC / ODOT Partnering Conference
         Outcomes

         • Results
                 – Positive feedback from reporters, but
                   no coverage


         • Lessons learned
                 – Tried too soon?
                 – Tool has not lived up to expectations
                 – Take advantage of new online resources




April 14, 2010                        51            5th Annual ACEC / ODOT Partnering Conference
         Video news release

         • March 2008
         • Bundle 206, I-84: Irrigon Junction–Hilgard
           Interchange
         • Video tour of detour
           route
         • ODOT’s first
           Web-based video
           news release



April 14, 2010               52           5th Annual ACEC / ODOT Partnering Conference
         Implementation

         • Included link to video
           in news release and
           media alert
         • Supplement to
           traditional outreach
         • Produced in-house
         • Used Google Maps




April 14, 2010                53    5th Annual ACEC / ODOT Partnering Conference
         Outcomes

         • Results
                 – Covered by media outlets in
                   eastern Oregon and trucking
                   industry Web site
                 – Cost-effective publicity


         • Lessons learned
                 – Production can be time intensive
                 – Required technical coordination to host videos
                   on newspaper Web sites


April 14, 2010                        54             5th Annual ACEC / ODOT Partnering Conference
         Twitter

         • August 2008
         • Bundle 220, I-5: Willamette River Bridge
         • Used to publicize project ground-breaking,
           lane closures, virtual open house

         • Agency tweeted about bridge program
           feature stories
                 – First 100 bridges economic impacts
                 – Bat exhibit collaboration with Oregon Zoo


April 14, 2010                        55            5th Annual ACEC / ODOT Partnering Conference
         Twitter

         • Implementation
                 – Consultant or ODOT writes
                 – ODOT Communications Division tweets


         • Lesson learned
                 – Shorter posts are
                   better because
                   they can be
                   retweeted



April 14, 2010                         56        5th Annual ACEC / ODOT Partnering Conference
         Virtual open house

         •       December 2009
         •       Bundle 220, I-5: Willamette River Bridge
         •       Supplemented traditional open house
         •       Gathered feedback on
                 design enhancement
                 options




April 14, 2010                     57          5th Annual ACEC / ODOT Partnering Conference
         Implementation

         • Hosted on project
           Web site
         • Included link in
           news release
         • Tweeted to
           further publicize




April 14, 2010                 58   5th Annual ACEC / ODOT Partnering Conference
         Outcomes

         • Results
                 – Required fewer resources
                 – Received nearly twice
                   as many responses
                 – High-level input
                 – Positive feedback


         • Lessons learned
                 – Allow more time
                 – Publicize more widely

April 14, 2010                        59      5th Annual ACEC / ODOT Partnering Conference
         Blogging
         • Summer 2010?
         • Bundle 220, I-5: Willamette River Bridge
           is proposed for ODOT’s first blog
         • Agency currently
           evaluating blog
           proposal




April 14, 2010               60          5th Annual ACEC / ODOT Partnering Conference
         New tools, similar processes

         • The goal remains useful and
           meaningful public engagement
         • Evaluate project needs
         • Identify most effective tactics
         • Social media tools supplement and
           enhance traditional outreach methods
         • Coordinate with your ODOT project
           contact and public affairs staff



April 14, 2010              61          5th Annual ACEC / ODOT Partnering Conference
                 Discussion
April 14, 2010      62        5th Annual ACEC / ODOT Partnering Conference

								
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