WSDOTs communications toolkit

February 2012

The Washington State Department of Transportation isnt catching up or keeping up, but rather setting the pace, using both traditional and new media to reach a diverse audience.

The WSDOT communications toolkit goes well beyond traditional news releases. More and more people, including the media, now turn to computers, tablets and other mobile devices and engage in a social exchange with those who can provide the latest news and information. The WSDOT communications team has developed a trusted reputation as a one-stop news shop using traditional and new media. WSDOT provides real-time travel information and shares digital and video images with the public, and engages them in two-way dialog. Social media tools such as Twitter, Facebook, Flickr, YouTube and blogs are frequently used in tandem with traditional media relations tools to communicate during emergency situations. The WSDOT website and mobile applications serve as the foundation to serve up WSDOTs more in-depth information.

WSDOTs use of new media is recognized across the nation.

2012 Transportation Research Boards Competition winner: Communicating Concepts with John and Jane Q. Public During Emergency Situations 2009 AASHTO Francis B. Francois Award for Innovation: Communications in the Public Sector through Social Networking 2009 National Transportation Public Affairs Workshop: Best Use of Social Media 2009 Excellence in Communication: Award from GovDelivery
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WSDOTs communications toolkit

In case of an emergency, open the communications toolkit.

Quick stat:

Twitter: 23,100 followers

www.twitter.com/wsdot

Quick stat:

2.56 million views, 904 subscribers

www.youtube.com/wsdot

The use of Twitter allows WSDOT to have instant, two-way conversations with drivers and WSDOT becomes more than just a faceless bureaucracy. This free networking and micro-blogging service allows its users to send and read other users text updates (known as tweets) of up to 140 characters. Subscribers receive Twitter updates on computers, cellphones, or mobile hand-held devices. Sending this real-time information enables users to adjust travel plans or routes accordingly. This tool also enhances relationships with local news media and allows for timely information sharing. And it works, with replies that thank WSDOT for having the best information and a personality. Comment: wsdot is a prolific tweeter, but I love this use of my tax dollars personally.

We use this video-sharing website to show audiences visually-compelling footage of road conditions, storm damage, project simulations, or other events and activities.

Quick stat:

Facebook: 3,800 likes

www.facebook.com/wsdot

Facebook is a social networking site where users can friend the agency and engage people in topics of interest, and create a two-way dialog. We educate and inform friends about transportation issues, ask them questions and gain perspective.

Quick stat:

Flickr: 15.6 million views

www.flickr.com/photos/wsdot

Quick stat:

Android: 77,451 total installs iPhone: 62,128 total installs

We leverage Flickrs popularity by posting photos and videos with descriptions of high-profile events, construction projects and, most recently, 2011 winter storm damage. This tool offers the media a source from which to download high-resolution photos, and enhances our agencys transparency by sharing project progress and daily work activities. Comment: One of the best uses of flickr Ive seen in public service. #Kudos and thats exactly what I was looking for. Thanks.

Our Android app site typically averages 600 visits (or uses) per day. During the Jan. 16-20, 2012, storm event, this same site was visited an average of 1,811 times per day, peaking on Jan. 17 with 2,448 visits. Comments: Excellent for snowy mountain pass conditions and kept up to date and accurate! Love the cameras!! 20 Stars!!! Every state should have this :-) glad I live in Washington Awesome! I use this app all the time to check the mountain passes to look for snow and I can see live views from the traffic cams to see exactly how the weather is. Great tool for truckers! I have been using this app to help plan departures and make it to my destination safely. With how bad the passes get, it is a good thing to be able to see what is ahead.

Quick stat:

WSDOT Blog: Averages more than 300 page views per day
wsdotblog.blogsbot.com

Blogs are a way to engage the public by telling stories about events, and include graphics and videos. They also allow readers to leave comments in an interactive format.

February 2012

When a severe snow and ice storm blanketed most of Washington in winter of 2012, WSDOT used social media tools with great success.

While high numbers are one indicator of web traffic, its also clear from feedback that our customers like what they receive. Close to 1,500 people mentioned WSDOT on Twitter in a five-day span, up from 150 in a typical week. Downloads for each of the apps for this period totaled 3,620 for Android and 5,610 for iPhone. KIRO reporter Linda Thomas mynorthwest.com, aka @thenewschick asked, Who has been doing a GREAT job tweeting info on the snow and ice? I have my nominees, want to hear from you for a story. The overwhelming response she received was the @ wsdot_traffic account. Comments: Your crews are doing an awesome job, the weather just isnt cooperating. Love that WSDOT lends a human touch to what can be a dreary subject. You guys are awesome. Thank you for all of your hard work.

A record 807,000 people visited the WSDOT website on Thursday, Jan. 19, 2012.

Thank you snowplows for plowing from Bothell to Lynnwood. It was like following big sandy St. Bernards through the snow to safety. Thank you for clearing the roads. A job well done down here in the state capital area. Made the drive to work and home much easier.
YouTube: More than 2,700 watched WSDOTs Brian Kendall describe what its like behind the wheel of a snowplow. Facebook: WSDOT staff monitored Facebook and posted photos and videos from Flickr and YouTube. On Facebook, there were complaints about closing the Tacoma Narrows Bridge due to falling ice, but once we shared photos showing the size of the ice, complaints stopped and we received positive responses for placing safety first.

WSDOT is set up to take full advantage of social media tools and use them for two-way communication with the public.
During the January 2012 winter storm, visitors to the WSDOT Internet home page used a variety of tools to get regular updates on road conditions. Twitter: For the first time ever, WSDOT had a tweet retweeted more than 100 times: Preparing for what could be the most significant snowfall event in Puget Sound for last 30 years, hoping you are too. #wasnow. During the recent snowstorm, WSDOT gained more than 1,000 Twitter followers on the main account and had more than 350 mentions per day of the term WSDOT between Jan. 17-19. Flickr: Pictures provided a visual context for the conditions and challenges our crews faced during the storm.

WSDOTs communications toolkit

Other comments
Been meaning to mention: Mucho kudos to folks at WSDOT. WSDOT arguably has the best communications outreach system of any state agency.

February 2012

[WSDOT] is probably one of the most useful Twitter accounts Ive seen to datea great utility.

Such a joy to say I like how my tax dollars are being spent!

For more information:

Steve Pierce
Communications Director 360-705-7076 Steve.Pierce@wsdot.wa.gov

Alice Fiman

Emergency Operations Communications 360-705-7080 Alice.Fiman@wsdot.wa.gov

Jeremy Bertrand

Web/Social Media Communications 360-705-7872 Jeremy.Bertrand@wsdot.wa.gov

Title VI information: WSDOT ensures full compliance with Title VI of the Civil Rights Act of 1964 by prohibiting discrimination against any person on the basis of race, color, national origin or sex in the provision of benefits and services resulting from its federally assisted programs and activities. For questions regarding WSDOTs Title VI Program contact Jont Sulton at 360-705-7082 or SultonJ@wsdot.wa.gov.

ADA information: Materials can be provided in alternative formats for people with disabilities by calling Shawn Murinko at 360-705-7097 or murinks@wsdot.wa.gov. Persons who are deaf or hard of hearing may contact Office of Equal Opportunity through the Washington Relay Service at 7-1-1.