The CLG Customer-Led Service Transformation programme: social media strand
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Transcript of The CLG Customer-Led Service Transformation programme: social media strand
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CLG Customer-Led Service Transformation Capital Fund: Social media strandSiobhan Coughlan and Ingrid Koehler
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Customer Led Transformation Programme
Siobhan Coughlan 12 August 2009
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Background
Initial research - to help determine priorities for investment
Over arching theme - Customer led transformation
Building on good work already happening in local government
Get some projects up-and-running (progress report to Ministers in Autumn)
Have widespread engagement and support in sector
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Why customer insight & social mediaInitial research commissioned by CLG – involving LAs,
LGDC, RIEPs and CEX Taskforce
Presentations and discussions at LGDC, LG CIF and RIEPs – to complement the RIEP funding activities
Wider consultation and information exercise with RIEPs – to avoid duplication and identify opportunities
Extraordinary LG CIF meeting – LAs, RIEPS, LGDC
On going direct contact with LAs and RIEPs – e.g. Customer insight CoP
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Customer Led Transformation Understanding and engaging with citizens and
communities in ways that produce more accessible, joined-up and efficient local services that make a difference to local peoples lives and opportunities
Agreed Project Criteria:
Cross cutting
Promote efficiency
Have a major impact on local priorities, focused on outcomes
Enhance citizen empowerment
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Key work stream areas identified
Three initial priorities identified for fund:
Customer insight work stream
Web 2.0/social media work stream
Total Place pilot research project – audit of current usage of customer insight
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1. Customer insight work stream
Already a lot of existing research and good practiceKey issues are often not lack of data, but
skills/resources to exploit this data and senior-level awareness/support
Proposed focus on:Building skills, capacity & awareness via mentoring, self-
help learning material and leadership programmes
Sharing existing good practice through supporting leading authorities & collating and communicating current work
Creating new models for the future e.g. area-based approaches to buying commercial data, exploiting OAC, developing the capabilities of LSPs/data observatories, pioneering technology
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2. Web 2.0/social media work streamEmerging technology can support empowerment,
local democracy, self-help and engaging in service design
Less well developed than customer insight but good examples do exist e.g. Barnet, Redbridge, Bracknell
Proposed focus on:Building skills, capacity & awareness via mentoring, self-
help learning material and leadership programmes
Sharing emerging good practice (e.g. on moderating online discussions) through supporting leading authorities & collating and communicating current work
Creating models for the future e.g. supporting key groups such as carers to ‘self-help’, taking a cross-agency preventative approach to e.g. flooding, exploiting ‘nudge’ concepts
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The processFunding over 2 years – end March 2011Phased approach – no single deadline, regular
review of new proposalsRegular Ratification Committee meetings to review
& agree appropriate projectsSupport for LAs to develop relevant proposals –
workshops regionally & nationallyLAs – need to engage with partners to agree focus
for their projectSuccessful projects – formal responsibility to share
learning, including case studies, workshops, open days, mentoring schemes
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Social media project – the criteria
Cross-cutting - involving a range of agencies working together to benefit a specific community/customer group
Strong links to a Total Place approach i.e. the agencies working together in an area, ideally under LSP governance arrangements
Promotes efficiency, including reducing avoidable or multiple contacts
Will have a major impact on priority LAA outcomes and key national indicators
Enhances empowerment amongst local citizensCapable of delivering benefits quicklyAmbitious and innovative, providing a model that
can be replicated more widely
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Example successful CI project
Clear customer group – ‘elderly including those with low incomes and who may have disabilities’
LAA priority - to support them live longer independent lives
Outcome focused – to identify and support these customers live better, healthier and safer lives
Cross cutting – LA, PCT, third sector, Police and Fire and Rescue service
Promote efficiency savings – by reducing avoidable contact, helping target scare resources, reduce the need for more serious intervention.
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A few points on building social media proposals for the CLG Customer-Led Service Transformation Capital FundIngrid Koehler
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Questions to ask yourself
Is this contributing to efficiency?Is this tailoring, targeting and making
services more effective?Is this enhancing democratic
accountability and engagement?
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Transforming services
Are you using social media to be an enabler and convener?
Barack Obama in St Paul, 2008 from Chad Davis on Flickr
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Eyes on the prize
Outcomes, outcomes, outcomes
A new Life from St Mary’s Episcopal, Memphis on Flickr
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A few more tips
Outside -> InDon’t pushIf you build it, they may not comeWhere’s the link?
Avec un grand A, Mzelle Biscotte on Flickr
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I’m a believer
Use the right language – important for gaining acceptance for funding, with stakeholders and citizens
Upward by LLima on Flickr
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Find me
Ingrid [email protected] Social media community of practice:
www.communities.idea.gov.uk www.ideapolicy.wordpress.comwww.twitter.com/ingridk