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Home My WebLink About09-19-22 CPRL&L Committee PacketOTAY WATER DISTRICT CONSERVATION, PUBLIC RELATIONS, LEGAL & LEGISLATIVE COMMITTEE MEETING and SPECIAL MEETING OF THE BOARD OF DIRECTORS 2554 SWEETWATER SPRINGS BOULEVARD SPRING VALLEY, CALIFORNIA Board Room MONDAY September 19, 2022 2:30 P.M. This is a District Committee meeting. This meeting is being posted as a special meeting in order to comply with the Brown Act (Government Code Section §54954.2) in the event that a quorum of the Board is present. Items will be deliberated, however, no formal board actions will be taken at this meeting. The committee makes recommendations to the full board for its consideration and formal action. AGENDA 1. ROLL CALL 2. PUBLIC PARTICIPATION – OPPORTUNITY FOR MEMBERS OF THE PUBLIC TO SPEAK TO THE COMMITTEE ON ANY SUBJECT MATTER WITHIN THE COM- MITTEE'S JURISDICTION BUT NOT AN ITEM ON TODAY'S AGENDA DISCUSSION ITEMS 3. SOCIAL MEDIA AND WEBSITE ANALYTICS UPDATE (SALMERON) [15 minutes] 4. ETHICS POLICY UPDATE (MARTINEZ) [5 minutes] 5. ADJOURNMENT BOARD MEMBERS ATTENDING: Gary Croucher, Chair Jose Lopez All items appearing on this agenda, whether or not expressly listed for action, may be de-liberated and may be subject to action by the Board. The agenda, and any attachments containing written information, are available at the Dis-trict’s website at www.otaywater.gov. Written changes to any items to be considered at the open meeting, or to any attachments, will be posted on the District’s website. Copies of the 2 agenda and all attachments are also available by contacting the District Secretary at (619) 670-2253. If you have any disability that would require accommodation in order to enable you to par-ticipate in this meeting, please call the District Secretary at 670-2253 at least 24 hours pri-or to the meeting. Certification of Posting I certify that on September 15, 2022 I posted a copy of the foregoing agenda near the regular meeting place of the Board of Directors of Otay Water District, said time being at least 24 hours in advance of the meeting of the Board of Directors (Government Code Section §54954.2). Executed at Spring Valley, California on September 15, 2022. /s/ Tita Ramos-Krogman, District Secretary 1 STAFF REPORT TYPE MEETING: Regular Board Meeting MEETING DATE: October 5, 2022 SUBMITTED BY: Eileen Salmeron, Communications Assistant PROJECT: Various DIV. NO. All APPROVED BY: Tenille Otero, Communications Officer Jose Martinez, General Manager SUBJECT: Social Media, Mobile Application, and Website Analytics Update GENERAL MANAGER’S RECOMMENDATION: No recommendation. This is an informational item only. COMMITTEE ACTION: See Attachment B. PURPOSE: To provide the Board with an update on the Otay Water District’s social media, mobile application, and website analytics. ANALYSIS: District communications staff uses online information-sharing services, including social media platforms, a mobile application, and the website, to share news with customers and the public. Through social media, the District can provide up-to-date information regarding water-related programs, events, and local- and state-wide news. Social media engagement enhances the interaction between the public and public agencies and increases the reach to demographics that do not regularly consume traditional media. To stay current with the evolving technology, encourage water-use efficiency, and ensure customer satisfaction, staff also manages and AGENDA ITEM 3 2 monitors the District’s website and “Make Every Drop Count” mobile application. It also manages and monitors its social media online presence daily and stays current with evolving online trends. Included in Attachment B are the social media, mobile application, and website analytics for fiscal year 2022. Social Media The District’s social media presence, its online audience, and stakeholder engagement has steadily increased each year. Staff continues its online reach to promote programs such as education, conservation, operational efficiencies, and capital improvement projects. Staff increases its social media followers and engagement by creating visual content, publishing posts in English and Spanish, and partnering with other water agencies and organizations to launch water-related campaigns and programs. The District uses the following social media platforms: • YouTube – Joined November 2010 • Twitter – Joined February 2011 • Facebook – Joined November 2011 • Nextdoor – Joined July 2016 • LinkedIn – Joined August 2017 • Instagram – Joined November 2018 The social media analytics report in Attachment B shows a comparison of the cumulative number of followers the District has gained in the last two fiscal years. Twitter: From June 30, 2021, to June 30, 2022, the number of Twitter followers increased by 3%, from 2,166 to 2,236. Compared to other retail water agencies in the San Diego region, the District continues to be number one with the most Twitter followers. Instagram: From June 30, 2021, to June 30, 2022, the number of Instagram followers increased by 13%, from 927 to 1,045. Compared to other retail water agencies in the San Diego region, the District is number one with the most Instagram followers. LinkedIn: From June 30, 2021, to June 30, 2022, the number of LinkedIn followers increased by 20%, from 696 to 833. Compared to other retail water agencies in the San Diego region, the District is in the top two with the most LinkedIn followers. 3 Facebook: From June 30, 2021, to June 30, 2022, the number of Facebook followers increased by 45%, from 480 to 694. Compared to other retail water agencies in the San Diego region, the District is in the top five with the most Facebook followers. Staff believes that these numbers may have increased with the help of staff developing Facebook ads and boosted posts. YouTube: From June 30, 2021, to June 30, 2022, the number of channel subscribers increased by 96%, from 115 to 225. Compared to other retail water agencies in the San Diego region, the District is in the top two with the most subscribers. Also, YouTube video views increased by 54%, from 117,075 to 180,615. Nextdoor: Unlike the other social media platforms, Nextdoor followers or members, are based on the number of residents within the District’s service area who have joined the platform. If they are in its service area, they are automatically subscribed to receive the District’s posts. Since all its members are customers, staff also uses the platform to geo-target specific neighborhoods within the District’s service area to share exclusive messaging regarding projects in those neighborhoods. From June 30, 2021, to June 30, 2022, the number of Nextdoor members in the District’s service area increased by 12%, from 50,172 to 56,295. Instagram Photo Contest: As part of its effort to help customers reduce water use during the State’s Water Conservation Emergency Regulation, the District launched a social media contest on Instagram during winter 2021-2022. The “New Year Instagram Photo Contest” invited Instagrammers to make a New Year’s resolution to save more water during the drought. Participants posted photos with captions using the hashtag #OtaySavesWaterResolution. The top two winners were based on receiving the most “likes” from the public. Two additional winners were selected for “best photo” judged by staff. Communications staff will continue to assess its current use of social media platforms, including paid social media advertising, and their effectiveness. Mobile App The District first launched its “Make Every Drop Count” mobile application in August 2015. In 2020, IT and communications staff collaborated to enhance the app for iOS and Android users. The app’s features include utility bill payment, water waste reports, programs and resources, water-saving tips, water-use restrictions, contact information, and social media interaction. As of Sept. 7, 2022, there have been 5,630 iOS downloads and 221 Android downloads. 4 Website Staff also manages and maintains the District’s website, otaywater.gov. The goal is to better serve customers by enhancing its web presence and user-friendliness, communicating the most current information, and visually conveying that it uses state-of-the-art technologies and is a forward-thinking agency. Attachment B includes the District’s website analytics. During fiscal year 2022, its top 20 most viewed website pages were the following: 1) Home Page 2) Payment Options 3) Customer Service 4) Employment 5) Billing Information 6) Start or Terminate Service Page 7) Contact Us 8) Start or Terminate Service Form 9) Update Your Info 10) Owner Acknowledgement Form 11) Engineering Bids 12) About Otay 13) Otay Employees 14) Job Opportunities 15) Water Services 16) Board Agenda 17) Water Agency Search 18) Public Services 19) Bid Opportunities 20) Water and Sewer Rates In fiscal year 2022, the District’s web page views decreased by 7% compared to fiscal year 2021, from 373,178 to 347,347. Per the board’s request for fiscal year 2022, staff filtered out page views made internally by staff from its analytics tool. The 373,178 page views include the views made internally by staff. The 347,347 views do not. Although staff cannot confirm, it believes this may be a factor as to why page views decreased. In fiscal year 2022, about 81% of its website users were new, and about 19% were returning. Attachment B shows how users arrived at the website and which URLs are considered the top 10 referral sources. To address the Spanish-speaking population in the District’s service area, the website includes functionality that displays most of the web content in Spanish. Staff works with a consultant to have the English content translated to Spanish. 5 As part of its strategic plan, staff assesses and implements ways to improve the website. It enhances its functionality and navigational structure, crafting content aligned with key messaging, conveying information searched by visitors in English and Spanish, and publishing content more frequently to keep pages attractive and engaging. Critical to owning, maintaining, and cultivating integrated communication, outreach, and marketing strategy, staff will continue to explore best practices for cross-promoting messaging through social media, its website, and other outreach tools. It will post new content to social media platforms, including videos, photos, graphics, and other material necessary depending on the topic, resources available, and value added. It will also continue to work closely with IT staff to evaluate best practices for websites and monitor online trends to effectively reach customers. FISCAL IMPACT: Joe Beachem, Chief Financial Officer There is no fiscal impact associated with this action. STRATEGIC GOAL: Execute and deliver services that meet or exceed customer expectations, and increase customer engagement in order to improve District Services. LEGAL IMPACT: None. Attachments: A) Committee Action B) Presentation: Social Media, Mobile Application, and Website Analytics 6 ATTACHMENT A SUBJECT/PROJECT: Social Media, Mobile Application, and Website Analytics Update COMMITTEE ACTION: The Conservation, Public Relations, Legal and Legislative Committee (Committee) reviewed this item at a meeting held on September 19, 2022. The attachment will be updated with notes from the Committee’s discussion. Social Media, Mobile Application, and Website Analytics Conservation, Public Relations, Legal,and Legislative (CPRL&L) CommitteeSeptember 19, 2022 Otay Water District Attachment B 50,172 56,295 NEXTDOOR 2,166 927 696 480 115 2,236 1,045 833 694 225 0 500 1,000 1,500 2,000 2,500 As of June 30, 2021 As of June 30, 2022 13%20%3%45%96% Growth in Followers SOCIAL MEDIA ANALYTICS 12% Water Agency Comparison FACEBOOK Agency Followers SDCWA 10,854 Vallecitos 2,556 Sweetwater 1,298 Padre 835 Helix 766 Otay 694 Olivenhain 660 INSTAGRAM Agency Followers SDCWA 2,888 Otay 1,045 Padre 905 LINKEDIN Agency Followers SDCWA 7,281 Sweetwater 1,242 Otay 833 YOUTUBE Agency Subscribers SDCWA 1.09k Vallecitos 305 Otay 225 -Nextdoor does not provide access to view other agency pages or analytics.-Cities/municipalities are not included in this comparison since they provide additional services other than water and sewer. TWITTER Agency Followers SDCWA 6,326 Otay 2,236 Sweetwater 2,097 Twitter Highlights for FY 22 HIGHEST IMPRESSIONS Impressions Engagements Impressions: 2,630 | Engagements: 27 Engagements: 73 |Impressions: 1,559 HIGHEST ENGAGEMENTS Instagram Highlights for FY 22 ORGANIC POSTPAID POST Impressions: 30,158 |Engagements: 93 Impressions: 264 |Engagements: 39 LinkedIn Highlights for FY 22 HIGHEST IMPRESSIONS & ENGAGEMENTS Impressions: 912Engagements: 76 TOP INDUSTRIES FOLLOWING OTAY: UTILITIES GOVERNMENT ADMINISTRATIONCONSTRUCTIONCIVIL ENGINEERING ENVIRONMENTAL SERVICES 5%6%6%10% 20% Facebook Highlights for FY 22 ORGANIC POSTPAID POST Impressions: 39,226 |Engagements: 560 Impressions: 631 |Engagements: 51 YouTube Highlights for FY 22 MOST VIEWED VIDEO IN FY 22 CHANNEL VIDEO VIEWS FISCAL YEAR VIEWS RECEIVEDDURING FY CUMULATIVE VIEWS 2022 63,540 180,615 2021 15,559 117,075 308%54% 9464,31011,01115,476 14,022Suggested Videos Browse FeaturesExternal YouTube SearchDirect or Unknown Views in FY 22: 47,741Views since published: 64,147 TRAFFIC SOURCES (SINCE PUBLISHED) Nextdoor Highlights for FY 22 Impressions: 3,229 |Engagements: 16 OTAY RANCH VILLAGE 1 EASTLAKE GREENS ROLLING HILLS RANCH RANCHO SAN DIEGO EASTLAKE SAN MIGUEL RANCH EASTLAKE TRAILS SPRING VALLEY VILLAGE OF MONTECITO COUNTRYSIDE TOP NEIGHBORHOODS FOLLOWING OTAY: 1,2421,411 1,446 1,5151,7131,74 2,155 2,513 2,746 3,806 Published Aug. 18, 2021 HIGHEST IMPRESSIONS & ENGAGEMENTS Instagram Photo Contest PHOTO SELECTEDBY OTAYPHOTO WITHMOST LIKES 1st Place 2nd Place 2nd Place 1st Place MOBILE APPLICATION ANALYTICS iOS DOWNLOADS: Received in FY 2022: 709As of Sept. 7, 2022: 5,630 ANDROID DOWNLOADS:Received in FY 2022: 98As of Sept. 7, 2022: 221 WEBSITE ANALYTICS PAGE VIEWS PAGE VIEWS 1. Home Page 41.10%11. Engineering Bids 1.28% 2. Payment Options 9.52%12. About Otay 1.13% 3. Customer Service 4.24%13. Otay Employees .93% 4. Employment 4.21%14. Job Opportunities .93% 5. Billing Information 3.42%15. Water Services .90% 6. Start or Terminate Service Page 2.86%16. Board Agenda .75% 7. Contact Us 1.95%17. Water Agency Search .67% 8. Start or Terminate Service Form 1.85%18. Public Services .64% 9. Update Your Info 1.51%19. Bid Opportunities .59% 10. Owner Acknowledgement Form 1.28%20. Water and Sewer Rates .58% Most Viewed Pages Total Page Views in FY 2022: 347,347 Comparison of Total Page Views 373,178 347,347 330,000 335,000 340,000 345,000 350,000 355,000 360,000 365,000 370,000 375,000 380,000 PAGE VIEWS FY 2021 FY 2022 7% Comparison of Total Users 129,924 108,072 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 USERS FY 2021 FY 2022 17% Year Comparison of Views and Users New Users vs. Returning Users New Users 81.43% Returning Users, 18.57% Total Users in FY 2022: 108,072 How Users Arrived to otaywater.gov Organic Search 50.79% Direct 45.20% Referral 3.27%Social Media 0.74% Total Users in FY 2022: 108,072 Referral Sources Total Referrals in FY 2022: 3,637 1.otay-3y354o0pajyrfwiyyvs.netdna-ssl.com –Otay’s home page 2. duckduckgo.com –Search engine 3. governmentjobs.com –Government job search site 4. baidu.com –Chinese multi-national technology company (search engine) 5. com.google.android.googlequicksearchbox –Android Google search app 6. classroom.google.com –Learning platform for educational institutions 7. com.google.android.gm –Gmail Android app 8. sharepoint2016.otay.local –Otay Water District SharePoint 9. bidocean.com –Company offers sales & marketing solutions 10. us.search.yahoo.com –Search engine Top 10 Cities 0.63% 0.87% 1.07% 1.33% 1.34% 1.63% 3.42% 9.46% 25.35% 32.56%CHULA VISTA SAN DIEGO LOS ANGELES EL CAJON LA MESA SPRING VALLEY SANTEE RANCHO SAN DIEGO LEMON GROVE IRVINE Total Users in FY 2022: 108,072 1.10% 2.70% 6.54% 41.92% 44.30% 0.25% 20.39% 79.35%iOS ANDROID WINDOWS Top 5 Computer Browsers Top Mobile Operating Systems Total Mobile Users in FY 2022: 49,298Total Users in FY 2022: 108,072 SAFARI CHROME EDGE FIREFOX INTERNET EXPLORER STAFF REPORT TYPE MEETING: Regular Board MEETING DATE: October 5, 2022 PROJECT: Various DIV. NO. ALL SUBMITTED BY: General Manager’s Office APPROVED BY: Jose Martinez, General Manager SUBJECT: REVIEW OF BOARD OF DIRECTORS POLICY 40, ETHICS POLICY GENERAL MANAGER’S RECOMMENDATION: That the Otay Board review Board Policy 40, Ethics Policy. COMMITTEE ACTION: See “Attachment A.” PURPOSE: This is an informational item for Board review and consideration. ANALYSIS: The codification or organization of ordinances provides an essential framework of operating laws for an agency to function. The District’s code of ordinances contains 52 Board adopted policies that govern how the District operates. As a standard course of action, the District reviews and updates its Board policies as needed. On January 21, 2021, AB 992 took effect by amending the Brown Act to provide clarity on the actions public officials can and cannot take on social media. Under AB 992, a public or elected official may communicate on a social media platform to answer questions, provide information to the public, or to solicit information from the public. However, via AB 992, a public or elected official “shall” not respond directly to any communication on an internet-based social media platform regarding official agency or District business. AGENDA ITEM 4 The District’s Board Policy 40, Ethics Policy, contains language regarding Disclosure of Closed Session Matter, Disclosure of Confidential Communications, Ex Parte (On Behalf of or By an Outside Party), and written or oral communication, however, there is no language or reference to some of the newer forms of communication including but not limited to social media communications. Given the recent update to the Brown Act, via AB 992 and government best practices, staff is presenting this informational item for Board review and consideration. FISCAL IMPACT: Joe Beachem, Chief Financial Officer None. STRATEGIC GOAL: Operate the District in a financially, sustainable, and transparent manner. LEGAL IMPACT: None. ATTACHMENTS: Attachment A – Committee Action Report ATTACHMENT A SUBJECT/PROJECT: REVIEW OF BOARD OF DIRECTORS POLICY 40, ETHICS POLICY COMMITTEE ACTION: The Public Relations, Legal, and Legislative Committee met on September 19, 2022, to review this item. The Committee supports presentation to the full Board. NOTE: The “Committee Action” is written in anticipation of the Committee moving the item forward for Board approval. This report will be sent to the Board as a committee approved item or modified to reflect any discussion or changes as directed from the committee prior to presentation to the full Board. Questions? Otay Water District otaywater.gov (619) 670-2222 info@otaywater.gov Social Media: