Digital Engagement, UK Govt 2012
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Digital Engagement
Good Practice and Principles
Digital Leaders
BIS October 2012
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Landscape changes
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Brand buying influence by roles
@TiffanyStJames
http://www.slideshare.net/globalwebindex
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Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck
Shift in trust by roles
@TiffanyStJames
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News arrives through twitter first
How did you hear about
the demise of MJ?
Jan 09: Hudson River
Landing on twitter first
Or Whitney?
@TiffanyStJames
Media outlets get average 15 RTs Source: Cambridge university 2012
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Digital as delivery choice
“Digital is not
another channel,
it is the delivery
choice for this
generation”
Francis Maude, Minister for Cabinet Office
Intellect World-Class Public Services Conference
11 June 2012
Source: http://bit.ly/MaudeQ
Photo source: http://www.flickr.com/photos/cabinetoffice
@TiffanyStJames
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This is nothing new for us
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Engagement benefits
• Connecting with like-minded individuals
• Peer-to-peer recommendations
• Stimulating the debate of your most interest
• Engaging with people in their spaces
• eCRM
• Data collation
• Product, proposal, policy testing
• Informing business, brand, policy strategy
Start small, innovate, collate leverage cases, present risk solutions
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From this…
@TiffanyStJames
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…To this
Infographics are critical to
effective modern digital communication @TiffanyStJames
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Rich media broadcast
Broadcast Responding Discussing Consulting Collaborating
We have moved on significantly
from web publishing @TiffanyStJames
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Staffordshire police in the riots
Broadcast Responding Discussing Consulting Collaborating
Use social channels
in ultra-sensitive times @TiffanyStJames
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Campaign on multiple channels
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames
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Two-way engagement: Responding
Broadcast information
Responding Discussing Consulting Collaborating
Create opportunities
to solve local issues @TiffanyStJames
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Co-creation of Policy and Community Growth
@TiffanyStJames
Broadcast Responding Discussing Consulting Collaborating
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Crowdsourcing service experience
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames
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Multi-way collaboration
Co-create policy using public opinion
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames
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S e
Broadcast Responding Discussing Consulting Collaborating
Multi-social engagement
@TiffanyStJames
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Photo source: http://www.civilservice.gov.uk/reform/facebook-twitter/images
Social media Q and As
@TiffanyStJames
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Citizens have a duty to ask
or show the way
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ePetitions
@TiffanyStJames
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Competition to fund ideas
@TiffanyStJames
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Crowdsourcing dignity in health and care
Be aware of community sites
involved in your agenda @TiffanyStJames
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Source: http://bit.ly/ShropPP
Independent panels informing policy
@TiffanyStJames
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Innovations in citizen engagement
@TiffanyStJames
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How can we be more
customer-centric?
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Photo source: http://gossinteractive.com
5 pillars of customer-centric digital solutions
@TiffanyStJames
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10 Trust Indicators
Transparency
Clear motives
Can tell if goal is to sell or to inform
Clear when the goal is to help
Relevance
Directly on topic
Understands and acknowledges needs
Format
Won’t need to work to use the information
Won’t waste valuable time hunting for
what’s wanted/needed
Accuracy
Quality of the info
Can be validated by other sources
Awareness
Peer Recognition
Relatability
Consumer’s perspective
Respects like a knowledgeable friend
Expertise
Communicates authority
Perceived as having essential value
Relevant knowledge, advances consumer goal
Choice
Provides consumer choices
Respects consumer’s process
Fairness
Provides info/ tools to evaluate pros, cons, risks
Acknowledges areas working on improving
Exclusivity
Offers something unique: tools, user experience
Fundamentals
Confirmers
Differentiators
@TiffanyStJames
Source:
http://advertiseonabout.com
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5 ways to build trust
Interact with customers as partners
Acknowledge and respect consumers’ processes
Support consumers after interaction
Demonstrate an understanding that consumers’ lives change
Build engagement by using every opportunity to solve
consumers’ large and small challenges
@TiffanyStJames
Source:
http://advertiseonabout.com
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It’s change management
Photo source: http://www.eoslifework.co.uk/Images/pitfig1.gif
@TiffanyStJames
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We need new models
Picture Source: http://bit.ly/AIDAsocial
AIDA
is
100
years
old
@TiffanyStJames
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Objectives
Audit
Listening
Audiences Channels
Activity
Measure
Strategic comms process with digital steps
Optimise
@TiffanyStJames
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Uses of digital in Govt
HR
Internal Comms
Marketing: awareness to engagement
Transactions and Service Delivery
Customer Service
Business Intelligence
Initial
Social Talent Mechanisms, L&D, Reward and Recognition
Collaborative working tools, Employee Engagement,
Engagement delivering objectives
Consultation, Collaboration
Mechanisms, Tools, Channels
Sentiment, Care Channels
Research, Policy, Transactions, Innovation
Excellence
Social Talent Attraction Programme, Dynamic Innovation Culture
Social Intranet with soft walls
Digital and Social multi-way collaboration
Transaction, Channel Shift Conversion Programme
Social CRM Hub
News Room/ War Room Capability Embedded
Framework
@TiffanyStJames
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Accessibility to good content
• Make your content
palatable, digestible and
bite-sized
• On multiple devices
• Make it shareable
• East to interact Photo source: http://www.daltonagency.com/?p=7836:
@TiffanyStJames
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Rebuttal
Source:
http://bit.ly/AAprocess
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Your progress in customer-centric services
From tomorrow:
• Share the conversations, connections and insight from today
• Look closely at your digital customer offer
• Consider if you need more support in establishing online trust, data security
• Are your Legal / IT / HR teams doing all they can to support this agenda?
• Consider what do you need to do next
@TiffanyStJames
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Your communications should…
Inform Inspire
Educate Engage
@TiffanyStJames
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Resources
• How to find your digital stakeholders: here
• Media Landscape in Twitter 2012: here
• The Democratic Society: here
• GDS Less about identity more about trust: here
• Consumer Trust report: here
@TiffanyStJames
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Thank you, let’s keep talking…
Social Media Strategist
This presentation is
available to download at:
http://slideshare.net/tiffanystjames
Tiffany St James
@TiffanyStJames
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Digital: • strategy • training programmes • social engagement • amplification