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Communication for Change The growing demand from our customers

Communication for Change The growing demand from our customers. Andrea Henry Director, Strategic Communications. Increased demands on governments. Increased demands on governments. Real-time communication. Increased demands on governments. Real-time communication

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Communication for Change The growing demand from our customers

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  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.

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