Communication

for ChangeThe growing demand from our customers

Andrea HenryDirector, Strategic Communications

Increased demands on governments

Increased demands on governments Real-time communication

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

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

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

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

Decrease our service level

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

Decrease our service levelShift some of the burden onto customers

What’s in a name?

What have we called our customers in the past?

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?

Use of the term “customer”

Implies a “give and take” relationship

Use of the term “customer”

Implies a “give and take” relationship

More cooperative

Use of the term “customer”

Implies a “give and take” relationship

More cooperative

Term common in business world, people can easily relate

Factors driving Iowa DOT communication

Factors driving Iowa DOT communication

Information just as powerful as assets and infrastructure

Factors driving Iowa DOT communication

Information just as powerful as assets and infrastructure

Make it clear that customers have a role in our business

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

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

Social media

Social media – the beginning

Twitter – Began Dec 2008

Social media – the beginning

Twitter – Began Dec 2008Used as another method to distribute

press releases and traffic updates – one-way communication

Followers around 7,000

Social media – the beginning

Facebook – Began May 2012

Social media – the beginning

Facebook – Began May 2012Posted once a day. Mostly safety

information.Followers around 500

Social media – now

Decided to be more robust July 2013

Social media – now

Decided to be more robust July 2013Post on variety of topics to attract different

audiences and tell the complete story of transportation

Social media – now

Decided to be more robust July 2013Post 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.

Social media – now

Decided to be more robust July 2013Post 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.

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

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

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

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

Social media - now

Use monitoring tool for monitor all accounts (17 total)

Social media - now

Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help

those in need

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

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.

Where do you begin?

Where do you begin?

PLANNING

What’s your plan?

Consider internal parameters

What’s your plan?

Consider internal parametersSecurity concerns

What’s your plan?

Consider internal parametersSecurity concernsDo other employees have access?

How is this perceived?

What’s your plan?

Consider internal parametersSecurity concernsDo other employees have access?

How is this perceived?Are there legal concerns? Liability?

Terms of use?

What’s your plan?

Consider internal parametersSecurity concernsDo other employees have access?

How is this perceived?Are there legal concerns? Liability?

Terms of use? Develop objectives with audience in mind

What’s your plan?

Choose your channel(s)

What’s your plan?

Choose your channel(s)

Have written content calendars

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?

What’s your plan?

Choose staff who can work with minimal oversight.

What’s your plan?

Choose staff who can work with minimal oversight.

Train, train, train

What’s your plan?

Choose staff who can work with minimal oversight.

Train, train, train Continually communicate on lessons learned

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

Blog, schmog.

What are blogs?

Transportation Matters for Iowa Blog Wanted a way to tell our transportation

story in more approachable way than press releases

Transportation Matters for Iowa Blog Wanted a way to tell our transportation

story in more approachable way than press releasesWritten in a conversational tone

Transportation Matters for Iowa Blog Wanted a way to tell our transportation

story in more approachable way than press releasesWritten in a conversational tone

Allow us to use video, audio and photos to enhance story

Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in

more approachable way than press releasesWritten 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 feedbackMade commitment to answer feedback within two

hours

Transportation Matters for Iowa Blog

Transportation Matters for Iowa Blog Focus on human interest stories

Both internal and external audiences feeds

3353 subscribers

Information to help your customers

make more informed decisions

Information to help your customers

make more informed decisions

What do you have to offer?

Snowplow map and images

Common complaint – where are the plows?

Snowplow map and images

Common complaint – where are the plows?

Customers had road condition information from 511

Snowplow map and images

Common complaint – where are the plows?

Customers had road condition information from 511

Need a way to “see for themselves”

Major construction projects website

Way for customers to get high-level information on projects with major traffic impacts

Major construction projects website

Way for customers to get high-level information on projects with major traffic impacts

Needs:

Major construction projects website

Way for customers to get high-level information on projects with major traffic impacts

Needs: Easy-to-use

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

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

Driver’s license station wait times

Long wait times at driver’s license stations are one of the biggest complaints from customers

Final thoughts

Who is your customer?

Final thoughts

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

Final thoughts

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

What unique information do you have to offer?

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?

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?

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?

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?

Thank you!

Andrea Henry

Andrea.henry@dot.iowa.gov

515.239.1730

Follow the Iowa DOT:

facebook.com/iowadot

twitter.com/iowadot

TransportationMatters.iowadot.gov