COI presentation
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Transcript of COI presentation
Social Media and Digital Engagement
Imedia Summit
Nick Jones, Director, Interactive Services, COI
Our Conversation today
What the heck is COI? Defining social media and digital engagement Background and wider context
Review of our use of social media to date The drivers that made it happen
The benefits and risks The role of policy, guidance, standards
COI: the Government’s centre of excellence in marketing and comms
And about 100 more
Demand side >>> Broker of capabilities and capacity >>> Supply sideDemand side >>> Broker of capabilities and capacity >>> Supply side
Typical client functions• Marcoms
– Campaigns – E-Comms– Digital Engagement
• Procurement• IT or Info Services• Policy Digital channels for communication,
consultation, engagement or delivery. Web 2.0 applications and services,
including social media. Digital Presences on web, mobile,
wireless, iTV or other platforms. Meeting government and industry digital
standards, such as web rationalisation, accessibility, usability, metrics etc
Advice and management of design, development, procurement and use of:
In four categories
Digital strategies Digital Solutions Specialism such as mobile,
games, User evaluation and analytics
Other frameworks cover media buying, News & PR, publications, etc etc
And about 85 more
Defining social media• ‘Online technologies and practices that are used to share opinions
and information, promote discussion and build relationships.’
• “It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers.”Source: Wikipedia
• Does it allow you to create, connect and share more easily?
The flip-side: digital engagement
Engagement dialogue: moving from broadcast to conversation; not only listening but responding; two way collaboration sharing information, data, opinion, discussion; building and sustaining rational and emotional relationships moving audience from awareness to action.
Digital the leverage of digital media technologies the use of interactive techniques to improve service delivery and information
provision.
What’s happening and wider context
Review of Government use of social media to increase digital engagement The policy drivers
Social Media in communications: RAF Campaign
Bebo – Building Britain’s Future: cross government
DFID engaging and enthusing: devolution of spokespeople
Defra engaging and conversing: consultation plus
NHS diabetes team blog: spreading the load, sharing experience
MoD Media relations: off the shelf tools at the front line
Climate change: off domain collaborative drafting (Copenhagen)
CivilSuite: internal collaboration tools for the Civil Service
Act On Co2
Act On Co2
Plus many others
Royal Navy Engineer Challenge iphone app
http://itunes.apple.com/gb/app/royal-navy-engineer-officer-challenge/id339491226?mt=8 Balance the Bobby, North Wales Police, participatory budgeting
http://www.north-wales.police.uk/balanceyourbobbies/
Cyberbullying, Facebook page, 100,000 fans in a month http://www.facebook.com/EndCyberbullying?v=wall
Wider context; the policy drivers that made it happen so far
2.0 Policy: four guiding principles formed the vision
Open information To have an effective voice, people need to be able to understand what is going on in their public services; government will publish information about public services in ways that are easy to find, use, and re-use.
Open feedback The public should have opportunities to have a fair say about their services and contribute toward their ongoing development.
Open conversation We will promote greater engagement through more interactive online consultation and collaboration. We will also empower people to be active on online peer-support networks.
Open innovation We will promote innovation in online public services to respond to changing expectations and bringing the concepts into mainstream government practice.
Helped frame Working Together: Public Services on Your Side and Digital Engagement: Update on Power of Information :
Policy needed explicit green light to let staff participate
Be credible Be accurate, fair, thorough and transparent.
Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times.
Be responsive Share insight and create a dialogue
Be integrated Make it part of something bigger, not just an add-on
Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, tell people who you are
Principles for Online Participation. Part of the Civil Service Codehttp://www.civilservice.gov.uk/about/resources/participation-online.aspx
:
The benefits and risks
Benefits of using social media
Promote conversation to: Improve reputation and influence Promote transparency
Listen to feedback and improve service/ brand/ product Empower users, stakeholders and partners Change behaviour Enhance search engine performance
Provide a new channel to: Augment traditional channels Increase reach and accessibility
Reflect communication preferences
Enable staff (communications, policy and delivery) Enhance qualitative and quantitative data
Risks
Enhance qualitative and quantitative data Loss of ‘control’ Our unfamiliarity with format Absence of standards IT limitations in departments Elasticity of time and place Low levels of efficacy and trust – earn it Level of commitment required to manage Failure to feedback Government trying to be cool
The role of policy, guidance, standards
Policy – what can be done Guidance – how can I do it Standards - how can it be done well
Policy achievement: drivers and inhibitors on the way
Triple whammy of drivers Ministerial drive Big-hitters’ buy-in Grass roots enthusiasm
Inhibitors are the usual show-slowers Traditional comms control IT control Resourcing implications
Policy need to structure the approach to these issues and the risks “If you can let police walk the streets with guns you can manage the risks of
letting them use Facebook.”William Perrin, Policing 2.0 conference, National Policing Improvement Agency
COI www.coi.gov.uk
Social media strategies…
Start life… As an add-on to campaign activity With part-time resourcing In the tool-sheds Powered by enthusiasm
COI www.coi.gov.uk
… Should nest within wider digital comms strategies…
Such strategies… Integrate all digital comms activity
Content: reuse, sharing, signposting Cooperation across paid, owned, earned channels Conversion: pull towards action goals
Feature full-time resourcing Tools and time Powered by the comms plan
COI www.coi.gov.uk
… and contribute to digital engagement Strategies
Integrated beyond traditional comms function Public participation Data Enabling the workforce
Resourcing from beyond comms Operations Delivery
Tools and time are applied in a system Powered by the business plan
COI Web Standards: helping us do it really well Usability Toolkit
Cost, Usage, Quality Naming Mobile Digigov blog
http://coi.gov.uk/blogs/digigov/ http://www.coi.gov.uk/guidance.php?page=188
Thank you
[email protected] Twitter.com/nickjonesCOI
COI is the UK Government's centre of marketing excellence. The Interactive Services team consists of 40 staff with over 350 collective years of digital industry experience. It delivers digital projects and assets for about 90 public sector clients. Working with a framework of about 100 digital suppliers, they deliver anything from widgets, sites and campaigns through to social media engagement and digital communications strategies. The team is also involved in writing guidance and cross-government standard setting on the use of social media, mobile and digital engagement. Clients range from the armed forces, through the education and health sectors to environmental and transport departments.
http://www.coi.gov.uk/services.php?page=109