Case Study: How Borås Stad Transformed Digital Engagement with a 60% Boost in Direction Clicks

Managing a digital presence for a bustling municipality like Borås Stad—home to over 100,000 residents—is no small feat. With 59 unique locations, ranging from schools to parks and theaters, fragmented and outdated information was becoming a roadblock. Residents faced frustration, visitors encountered confusion, and the municipality’s reputation took a hit.

In this case study, we explore how Borås Stad partnered with PinMeTo to revolutionize their approach to digital listings, creating a unified system that delivered impressive results, including a 60% increase in direction clicks and streamlined operational efficiency.

Challenges: A Maze of Misinformation

Like a map with missing roads, Borås Stad’s digital presence was full of gaps and inaccuracies. Here are the key challenges:

1. Fragmented Information Across Platforms

The municipality’s details—such as addresses, opening hours, and contact numbers—were scattered across Google, Facebook, Apple Maps, and Bing. This inconsistency frustrated users and made it difficult for visitors to trust the information provided.

2. Decentralized Data Management

With each department responsible for its own updates, inconsistencies flourished:

• One library’s contact number might be accurate on Google but outdated on Bing.
• A park’s hours could vary between platforms.

This approach created silos that complicated the municipality’s overall digital strategy.

3. Maintaining Control Over User Data

Inaccurate information wasn’t just about outdated numbers; some platforms allowed external users to upload incorrect details or misleading photos, further eroding trust in the municipality’s brand.

“We noticed that a lot of our information was incorrect. People had the wrong contact numbers, among other things.”
— Julia Karlsson, Web Strategist, Borås Stad

The Solution: Building a Digital Foundation with PinMeTo

To address these issues, Borås Stad embraced PinMeTo Listings, a robust tool designed to unify digital presence across multiple platforms while enabling efficient collaboration between departments.

1. Decentralized Management with Central Oversight

PinMeTo allowed departments to manage their own listings—updating opening hours or contact information—without compromising overall consistency. A centralized communication team ensured all updates adhered to the municipality’s overarching digital strategy.

“Initially, we faced challenges with bulk verification, but once we overcame that, everything became seamless.”
— Julia Karlsson, Web Strategist, Borås Stad

2. Accurate, Consistent Data Across Platforms

With PinMeTo, Borås Stad ensured that every location’s information was accurate and synced across Google, Apple Maps, Bing, and Facebook:

• Libraries were now easy to find, with correct addresses and opening hours.
• Parks and recreational areas displayed the right contact details, making visits smoother for citizens and tourists alike.

This enhanced visibility helped bridge the gap between Borås Stad’s digital presence and its community.

3. Streamlined Collaboration Between Departments

PinMeTo provided a unified platform where over 12 users could coordinate seamlessly:

• Departments updated data in real-time.
• Bulk editing tools reduced the time spent managing listings across platforms.

The result? Consistency, efficiency, and a renewed trust in the municipality’s digital presence.

Results: Mapping Success in Numbers

The impact of PinMeTo Listings became evident in just a few months, as Borås Stad experienced transformative improvements:

Borås Stad’s Digital Metrics Before and After PinMeTo

Why This Strategy Worked: A Simple but Effective Map

1. Centralized Collaboration

By balancing department autonomy with central oversight, Borås Stad eliminated data silos and ensured consistency across platforms.

2. Enhanced Data Accuracy

Accurate listings restored trust among citizens and visitors, making it easier to navigate municipal services.

3. Streamlined Tools

With bulk editing and real-time updates, PinMeTo saved time and reduced errors.

4. Proactive Support

PinMeTo’s onboarding support ensured a smooth transition, overcoming initial challenges with ease.

Lessons Learned and Takeaways

• Consistency is Key: Unified listings create a reliable user experience that builds trust.
• Empower Departments: Allowing departments to manage their listings improves efficiency while maintaining control through central oversight.
• Measure Impact: Regular analysis of metrics, like direction clicks and website visits, highlights the value of investing in digital transformation.

Conclusion: Leading the Way in Digital Accessibility

Borås Stad’s journey with PinMeTo showcases the power of local SEO and centralized data management in the public sector. By leveraging the right tools, the municipality turned fragmented information into a cohesive digital presence, driving a 60% increase in direction clicks and significantly improving citizen engagement.

As Borås Stad continues to enhance its digital footprint, this case study stands as a roadmap for other municipalities looking to strengthen their connection with the communities they serve.

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