WorkZone Safety Case Study

How Social Media Proved Critical to Raising Public Awareness

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Olympia Communicators GroupOlympia, WAJune 3, 2009

Lloyd D. BrownCommunications Director

Paula HammondSecretary of Transportation

Steve ReinmuthChief of Staff

Dave DyeDeputy Secretary

Washington State Department of Transportation Profile: 7,000 Employees

WSDOT owns, manages and maintains:• 20,000 state highway lane miles (carry 86 million vehicle miles/day)• 3,400 state bridges• 28 ferry vessels and 20 terminals (carry 24 million passengers/year)• Partner in Amtrak Cascades state passenger rail (carries 420,000 passengers/year)• 16 General aviation airports• Grain Train (runs 89 grain cars)• 1,432 miles of short line rail

Total 2007-09 Biennial Budget of $5.9 billion (17% federal)• $4.56 billion (07-09) Capital Budget, over 1,000 active projects, currently delivering

the largest infrastructure program in the state’s history• $1.35 billion (07-09) Operating Budget

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WSDOT Communications‘White knuckles and beads of sweat’

Our philosophy – Tell our news first whether it’s good or bad.

- We get to frame the story.- Increases our credibility.- Helps the public and elected officials know that what we do isn’t easy.

We look for every opportunity to communicate directly with affected communities.

Web 2.0 – Why Do We Bother?

“We shall stress the importance of sharing clear, concise and timely information with WSDOT employees, elected officials, community leaders, businesses, citizens and taxpayers, others in the transportation community, with the press and other media. We shall strive for the effectiveness of all our employees in meeting WSDOT’s communications standards.”

Excerpt from WSDOT’s Mission

Statement and Management Principles

WSDOT’s Communication ResponseThe Standard Toolbox

We use tools to ‘leverage’ the media.

Established 24-hour EOCCoordinated media relations across regions

Updated press releases and media briefings to coincide with media cycles

Constant web and 5-1-1 updates

Listserv and e-mail alerts sent directly to public and industry (freight)

WSDOT Communications ResponseThe NEW Toolbox

We ARE the Media! In today’s Web 2.0 world, WSDOT is the content

provider. The media no longer dictates the relationship with the customer.

YouTube.comFlickr.comwww.wsdotblog.blogspot.comPodcasting (on hold)FacebookTwitterGov Delivery

WSDOT Communications ResponseThe NEW Toolbox

Web 2.0 isn’t just for kids.

Adults 35 and older are the fastest growing demographic using Twitter.com.

Source: comScore.com (http://www.comscore.com/blog/2009/04/twitter_traffic_explodes.html)

According to comScore, more than 50% of Facebook’s users in the U.S. are over 35; the single biggest age demographic in the U.S. on Facebook is now between 35 and 44, and Facebook’s fastest growing demo is 55-plus.

Source: Social Media Optimization (http://social-media-optimization.com/2009/02/the-graying-of-facebook/)

So Why Twitter? It’s a two-way conversation

WSDOT alerts and traffic updates are sent to subscribers and received on their computer, cell phone, or mobile hand-held device. This enables the user to adjust their travel plans or routes accordingly.

We also have a couple of “people” accounts (WSDOT_media and WSDOT)

And here are a few actual tweets …

“Learn more about the planned I-90 bridge closures in May and July: http://cli.gs/JZgaMQ.”

“Photo contest update: Rabbit has passed the snow donut. Rabbit: 3,027 views; Donut: 2,446 views - http://cli.gs/S9Ya86about 11 hours ago”

“Uh-oh, more snow forecast on I-90 Friday, Saturday, and Sunday http://cli.gs/XqXp5B12:06 PM Apr 10th”

Twitter: Uses Beyond Conversation

Continuity of operations Major weather events can cause sudden spikes in traffic to WSDOT’s web site, threatening to overwhelm the site’s servers and leave people without a reliable source of travel information.

Twitter helps ensure continuity of operations by providing the public with an alternative source of information in the event they can’t access WSDOT’s website.

Source: www.govtech.com/gt/print_article.php?id=423688

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Twitter Followers – Main WSDOT account

Tracking since July 12, 2008 (255 Days)Followers on July 12………..22Added since then……………3,868Total Number of Followers………..3,890Average growth per day……18

Statistics as of April 8, 2009

Data Source: www.twittercounter.com

Data Source: www.twittercounter.com

More than 1,900 Twitter Followers have been added since January 1, 2009. The total number is projected to grow to more than 4,160 by April 22, 2009.

Twitter Followers

Go Orange for Workzone Safety

Recent Work Zone Safety Memorials were small, intimate affairs.

We intended to use media relations and our web site to raise awareness

But one Tweet on Monday morning turned that all upside down.

Go Orange for Workzone Safety

The Twitter-verse responded …

We are going orange for workzone safety this week. Join us: http://cli.gs/RyTJNU - http://wsdot.wa.gov/7:23 AM Apr 20th from web

From @tjsopher - @wsdot When did your logo go safety orange? Or is my iPhone on the fritz? :D

@tj_sopher - we changed the logo to orange this morning. We are promoting driving safely in workzones this week. http://cli.gs/RyTJNU9:18 AM Apr 20th from web in reply to TJ_Sopher

Go Orange for Workzone Safety

RT @jessdevivre: Changing my avatar this week to support WSDOT work zone safety awareness. (via @terpening) - Thanks @jessdevivre!9:22 AM Apr 20th from web

Johnsonea - @Terpening Nothing says work zone like traffic barrels. If you see them on the road remember to slow down, pay attention & give 'em a brake.11:39 PM Apr 20th from TweetDeck in reply to Terpening

@terpening :

Thanks @corprew and @johnsonea! Who else is going to "go orange for work zone safety" with us this week?1:05 PM Apr 20th from TweetDeck

RT @Terpening: Don't forget @todd_h for his festive orange shades. - love the shades!1:09 PM Apr 20th from TweetDeck

Thanks to @einmaleins, @beemouse, @jhudson and @asevenson for going orange! Who's next! Orange is the new black this week!1:40 PM Apr 20th from TweetDeck

Go Orange for Workzone Safety

The media joined in the campaign …

Jennihogan - @Terpening Love your hair! I think you'll like my outfit tomorrow. Orange it up baby!!!4:51 PM Apr 20th from web in reply to Terpening

Jennihogan - Morning hotties! It's wear ORANGE day!! This is workzone safety month for @WSDOT. I'll be wearing O today to help remind you to slow down.3:38 AM Apr 21st from web

Rachellkomo - Orange not so much my color, but if @terpening can pull off orange hair, hopefully I can pull off an orange top for work zone safety month!4:15 AM Apr 21st from web

RT @rachellekomo This is for you @terpening! Go Orange! http://twitpic.com/3ponm7:47 AM Apr 21st from TweetDeck

RT @jennihogan A pic of my O today! KIRO 7 is serious

about work zone safety! Have our own cone and hard hat http://www.twitpic.com/3ppri7:48 AM Apr 21st from TweetDeck

Summary

We still use traditional tools. But that’s just the minimum.Don’t wait for an emergency to try something new. Take your time and earn management support.

Think of the audience and make the social media information relevant to that audience.

Measure, measure, measure … your success, or lack of success isn’t just in page views but rather in how the public relates to your crisis.