Parsons BrinckerhoffCommunication & Public Involvement Group

Social Media for Transportation ProjectsDarrel W. Cole, Manager

Shane Peck, Sr. Communications CoordinatorBill Grass, Communications Specialist

August 2011

Huey P Long Bridge Widening Project:

Project Details:• $1.2 Billion ... 50,000 ADT… widening metro New Orleans bridge over the Mississippi River from narrow 2

lanes to 3 lane each direction … oldest-standing freight/passenger rail and traffic bridge on Mississippi River.

PR Role:• Comprehensive PR/outreach

PR strategy for Projects/Programs

Geaux Wider Interstate Widening Program:Project Details:• $300 million …. 290,000 ADT … metro Baton Rouge … widening 16 total miles from 2 lanes in

each direction to 3 lanes … 24 bridges … 1st ramp meter system in state… 6 projects/contractors (3 Design-Build)

PR Role: Comprehensive PR/outreach

Social Media for Projects/Programs

Objectives:• Provide timely traffic impact information, and project information• Engage the public by posing questions and thanking them• Share information from other entities • Say good morning, share the weather news, provide public service

messages.• Be a source of during disasters or similar situations

Actions: • Capitalize on relationships and find new ambassadors• Transparent, consistent and reliable flow of information on a daily basis• Pay attention to what’s being said about you online

Results:• Analyze and measure your efforts • Maintain a search on Twitter for key words, hashtags or the like.

Social Media: Focused Engagement

Social Media: Focused Engagement

True Engagement = Focused Results

Huey P Long Bridge Widening Project:

Social Media Impact: (as of July 2011)

• 1,749 Facebook Likes, up 73 from the prior month– 112,000 “post” views monthly– 227 likes/comments in most recent month– 53% female– 61% ages 35 & older

• 663 Followers on Twitter– 1,190 Tweets since late 2009, 3 on average day.– Prior to December 2010, monthly tweets exceeded 45 only two

times. Since then, we have had no fewer than 61 tweets in a month with a high of 145 in June.

True Engagement = Focused Results

Geaux Wider Interstate Widening Program:

Social Media Impact (As of July, 2011):

• 437 Facebook Likes:– 50,000 “post” views monthly– 57% female – 65% ages 35 and older

• 280 Twitter followers, up 100 from March. – Follow 294 now. We followed 52 in January.– 1,792 Tweets, 6 on average day.– 26% of Tweets are RTs.

– Prior to February 2011, monthly tweets exceeded 100 only once. Since then, we have had no fewer than 127 tweets in a month with a high of 250+ in May.

– @GeauxWider is listed on 28 lists, including several traffic media lists.

Project OutreachCase Study

Huey P. Long Bridge Project: The BIG LIFT I, II, III

The PR Challenge: Close major metro bridge over the Mississippi River for 2 days three times (June & Nov. 2010 and April 2011) to lift football field-sized spans almost 200 feet into place.

The Solution: PR Strategy, Crisis Communications Plan, Staffing Plan, Visualization Plan, and Social Media Strategy. Oh, and of course a successful technical execution. The Results:

• One registered complaint.• Planned and staffed real-time engagement on

social media, resulting in 500 comments/likes posted.

• Award of Excellence by Public Relations Society of America for PR Strategy Implementation and Execution.

Project OutreachIn Emergency/Crisis

PB projects support state efforts

A closer look at the influence/help project social media can provide during emergencies:

During May, due to the high water levels of the Mississippi River, threat of flooding and more, the PR team managing social media for the Huey P. Long Bridge and Geaux Wider Interstate Widening Projects made a special effort to help the Louisiana DOT and other entities share important emergency information with the public for several weeks beginning May 5, 2011.

Huey P. Long Bridge Project:• On a typical Saturday/Sunday, HPL Facebook ranges from 100-300 daily active users. During the height of the flooding concerns, those weekend numbers rose to 500-600 daily active users. • On a typical weekday, daily active users number average about 500-800. On most days during the flooding warnings, daily active users numbered in the 800-1,200.

Geaux Wider Program:• On a typical Saturday/Sunday, GeauxWider FB ranges from 30-45 daily active users. During the height of the flooding concerns, those weekend numbers rose to 150-200 daily active users. • On a typical weekday, daily active users number average about 140. On most days during the flooding warnings, daily active users numbered in the 300-500.