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Becoming a Digital City with HootSuite




Introduction
                                                                                 “Day to day,
Municipal, civic, state and federal governments strive to keep their citizens
                                                                                 NYC Digital
and visitors up to date with the information they need. In an attempt to
increase accessibility and transparency, these governments are turning to
                                                                                 streamlines digital
social media to amplify information that their citizens need. Using HootSuite,   communication
these government groups are able to securely disseminate the right               with the public and
information while at the same time listening and engaging with their citizens.   creates meaningful
                                                                                 public-private
                                                                                 partnerships that
  At HootSuite we offer a robust set of social                                   serve New Yorkers
  media tools to help government organizations                                   and support local
  effectively and securely manage their social                                   industry.”
  media strategies. Use HootSuite to listen
  and track your social conversations, securely
  collaborate with team members, engage with
  your followers, schedule messages, and analyze
  your social media metrics.

In January of 2011, the city of New York (NYC Digital) set out on a mission
– they wanted to provide New Yorkers with an easy way to stay informed
on the most critical information from City government in emergencies and
everyday life. NYC Digital recognized the importance of implementing an
effective social media strategy to disseminate this information, and saw
an opportunity for the City of New York to become a world leader in social
media initiatives. Through their Digital Roadmap initiative, NYC Digital set
out to make the city of New York, the world’s leading digital city.




                                                                                 NYC Digital   RoadMap


                                                                                                         1
Case Study: Becoming a Digital City with HootSuite



The Challenge
                                                                              “Crisis management
NYC Digital wanted to make the city of New York the world’s leading           is about making
digital city. By creating their Digital RoadMap Initiative, they set out to   sure the
reach the following goals:
                                                                              information people
•	 Provide New York citizens an accessible and easy way to stay
                                                                              need is consistent,
   informed about news and information to do with their city through          accurate, and easy
   social media.                                                              to access.”
•	 Create a strong social media presence
•	 Maintain a consistent social media voice as one entity, while at
   the same time decentralizing communication to all of the various
   departments and agencies.
                                                                              Facebook:
•	 Provide emergency information that is consistent, accurate, and easy
   to access.                                                                 New York City Fire
                                                                              Department: 113,000 -
                                                                              Stories and news from
                                                                              the New York City Fire
                                                                              Department

                                                                              NYPD: 87,649 - Latest
                                                                              news, information and crime
                                                                              prevention tips from the New
                                                                              York City Police Department

                                                                              NYC: THE OFFICIAL GUIDE:
                                                                              54,115 - Find tips on events,
                                                                              things to do and places to
                                                                              eat in the City.
Disaster Response
                                                                              Twitter:
During Hurricane #Sandy, the City of New York met the storm with a
coordinated social media effort. The city used HootSuite to integrate all     @NYCMAYORSOFFICE:
of its social media presence. Whereas previously during Hurricane Irene,      127,208 - Updates straight
it was separated on 5 different platforms. Streamlining the social media      from the Mayor’s Office
presence allowed the different Government agencies, and emergency
                                                                              @NYCGO: 69,189 - The
response teams to share accurate information with each other ensuring         official guide to New York
messaging had a consistent voice.                                             City

                                                                              @NOTIFYNYC: 57,138 -
                                                                              Emergency notifications
                                                                              and alerts from the Office of
                                                                              Emergency Management



                                                                                                              2
Case Study: Becoming a Digital City with HootSuite



Achieving Success
                                                                                During the #Sandy
In order to accomplish all of the objectives of NYC Digitals initiative, they
                                                                                storm recovery, the
relied on the following tools in the HootSuite Dashboard:
                                                                                Mayor of NYC, issued
HootSuite Teams with Limited Permissions
                                                                                an emergency order
The City of New York needed to be able to add team members with                 for a schedule of when
different levels of permissions. With HootSuite Teams, they were able to
                                                                                gas was available to
give each user a different level of access and responsibility. For specific
individuals in their organization, they were given approval permission,         purchase. NYC Digital
so that every message had to be approved before being sent out. Team            used scheduling to
members with less responsibility were given a level of permissions              pre-schedule tweets
where they could use HootSuite to monitor the conversation without
overwhelming them with the responsibility of publishing. Lastly, the team
                                                                                that outlined when
members that had limited permissions used to HootSuite to flag and send         citizens could purchase
tweets and comments to supervisors.                                             gas. This made it easy
Scheduling / Publisher                                                          for morning commuters
For the dissemination of daily city information at certain times, the City
                                                                                already checking for
of New York needed a functionality that could help them plan ahead and          city updates, to now
schedule messages. Using the Scheduling functionality, they were able to        find out which day they
schedule messages like daily tweets for Alternate Side Parking rules right
                                                                                could purchase gas on.
when it was most effective - during the morning commute.

Analytics

The City of New York needed metrics on the most re-tweeted tweets
as well as snapshot of the level of engagement of their social media
engagement. HootSuite Analytics allowed the City to pull metrics on the
top most re-tweeted tweets. This information allowed them to gain
insight on what information was of most value to the public. NYC Digital
also compiled these metrics to measure account growth during the
Hurricane #Sandy.

Keyword and Hashtag Search Streams

NYC digital needed to track what was being said about certain topics.
They used Keyword Search Streams to track responses, monitor inquiries,
and correct misleading messages.




                                                                                                          3
Case Study: Becoming a Digital City with HootSuite



Results
                                                                             Learn More
The 2012 Digital RoadMap continues to outline a path to realizing the
City of New York’s potential as the world’s leading digital city. Among an   For more information on
impressive list of digital initiatives, NYC Digital has:                     HootSuite Enterprise, visit:
                                                                             hootsuite.com/enterprise
•	 Increased the City’s digital reach each month to nearly 5.5 million
   individuals through social media, managed by HootSuite, smartphone        Follow us on Twitter:
   apps, SMS programs, newsletters and NYC.gov.                              @HootBusiness
•	 Doubled their social media audience to 2.8 million (since May 2011)
   with the launch of the central NYC Gov social media channels on
   Twitter, Facebook, Tumblr, YouTube and Foursquare.
•	 Seen a social media growth of +180,657 followers/Likes
•	 Had a 71% increase in followers from 74,016 to 127,154 for the
   @NYCMayorsOffice during and after Hurricane #Sandy.




                                                                                                            4

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Becoming a Digital City with HootSuite

  • 1. Becoming a Digital City with HootSuite Introduction “Day to day, Municipal, civic, state and federal governments strive to keep their citizens NYC Digital and visitors up to date with the information they need. In an attempt to increase accessibility and transparency, these governments are turning to streamlines digital social media to amplify information that their citizens need. Using HootSuite, communication these government groups are able to securely disseminate the right with the public and information while at the same time listening and engaging with their citizens. creates meaningful public-private partnerships that At HootSuite we offer a robust set of social serve New Yorkers media tools to help government organizations and support local effectively and securely manage their social industry.” media strategies. Use HootSuite to listen and track your social conversations, securely collaborate with team members, engage with your followers, schedule messages, and analyze your social media metrics. In January of 2011, the city of New York (NYC Digital) set out on a mission – they wanted to provide New Yorkers with an easy way to stay informed on the most critical information from City government in emergencies and everyday life. NYC Digital recognized the importance of implementing an effective social media strategy to disseminate this information, and saw an opportunity for the City of New York to become a world leader in social media initiatives. Through their Digital Roadmap initiative, NYC Digital set out to make the city of New York, the world’s leading digital city. NYC Digital RoadMap 1
  • 2. Case Study: Becoming a Digital City with HootSuite The Challenge “Crisis management NYC Digital wanted to make the city of New York the world’s leading is about making digital city. By creating their Digital RoadMap Initiative, they set out to sure the reach the following goals: information people • Provide New York citizens an accessible and easy way to stay need is consistent, informed about news and information to do with their city through accurate, and easy social media. to access.” • Create a strong social media presence • Maintain a consistent social media voice as one entity, while at the same time decentralizing communication to all of the various departments and agencies. Facebook: • Provide emergency information that is consistent, accurate, and easy to access. New York City Fire Department: 113,000 - Stories and news from the New York City Fire Department NYPD: 87,649 - Latest news, information and crime prevention tips from the New York City Police Department NYC: THE OFFICIAL GUIDE: 54,115 - Find tips on events, things to do and places to eat in the City. Disaster Response Twitter: During Hurricane #Sandy, the City of New York met the storm with a coordinated social media effort. The city used HootSuite to integrate all @NYCMAYORSOFFICE: of its social media presence. Whereas previously during Hurricane Irene, 127,208 - Updates straight it was separated on 5 different platforms. Streamlining the social media from the Mayor’s Office presence allowed the different Government agencies, and emergency @NYCGO: 69,189 - The response teams to share accurate information with each other ensuring official guide to New York messaging had a consistent voice. City @NOTIFYNYC: 57,138 - Emergency notifications and alerts from the Office of Emergency Management 2
  • 3. Case Study: Becoming a Digital City with HootSuite Achieving Success During the #Sandy In order to accomplish all of the objectives of NYC Digitals initiative, they storm recovery, the relied on the following tools in the HootSuite Dashboard: Mayor of NYC, issued HootSuite Teams with Limited Permissions an emergency order The City of New York needed to be able to add team members with for a schedule of when different levels of permissions. With HootSuite Teams, they were able to gas was available to give each user a different level of access and responsibility. For specific individuals in their organization, they were given approval permission, purchase. NYC Digital so that every message had to be approved before being sent out. Team used scheduling to members with less responsibility were given a level of permissions pre-schedule tweets where they could use HootSuite to monitor the conversation without overwhelming them with the responsibility of publishing. Lastly, the team that outlined when members that had limited permissions used to HootSuite to flag and send citizens could purchase tweets and comments to supervisors. gas. This made it easy Scheduling / Publisher for morning commuters For the dissemination of daily city information at certain times, the City already checking for of New York needed a functionality that could help them plan ahead and city updates, to now schedule messages. Using the Scheduling functionality, they were able to find out which day they schedule messages like daily tweets for Alternate Side Parking rules right could purchase gas on. when it was most effective - during the morning commute. Analytics The City of New York needed metrics on the most re-tweeted tweets as well as snapshot of the level of engagement of their social media engagement. HootSuite Analytics allowed the City to pull metrics on the top most re-tweeted tweets. This information allowed them to gain insight on what information was of most value to the public. NYC Digital also compiled these metrics to measure account growth during the Hurricane #Sandy. Keyword and Hashtag Search Streams NYC digital needed to track what was being said about certain topics. They used Keyword Search Streams to track responses, monitor inquiries, and correct misleading messages. 3
  • 4. Case Study: Becoming a Digital City with HootSuite Results Learn More The 2012 Digital RoadMap continues to outline a path to realizing the City of New York’s potential as the world’s leading digital city. Among an For more information on impressive list of digital initiatives, NYC Digital has: HootSuite Enterprise, visit: hootsuite.com/enterprise • Increased the City’s digital reach each month to nearly 5.5 million individuals through social media, managed by HootSuite, smartphone Follow us on Twitter: apps, SMS programs, newsletters and NYC.gov. @HootBusiness • Doubled their social media audience to 2.8 million (since May 2011) with the launch of the central NYC Gov social media channels on Twitter, Facebook, Tumblr, YouTube and Foursquare. • Seen a social media growth of +180,657 followers/Likes • Had a 71% increase in followers from 74,016 to 127,154 for the @NYCMayorsOffice during and after Hurricane #Sandy. 4