Exploring a brave new world camden council slides

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Presentation on user generated content made to the Public Sector Commnunications Forum, October 2010.

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  • The aim of the campaign was to encourage residents and workers to support local independent businesses, making the most of the many attractions and quirky shops the borough has to offer. The campaign was broadened out over the summer of 2009 to include a wider tourist campaign – Love Camden – to encourage visitors to do the same.
  • Twitter feed #lovecamden hashtag
  • Explain spikes
  • Explain spikes
  • Exploring a brave new world camden council slides

    1. 1. Exploring a brave new world. Encouraging a dialogue between organisations and communities social media networking RSS blogs video podcasts bookmarks virtual worlds conversation photos message boards wikis sharing engagement micro blogs collaboration communication
    2. 2. Traditional communications model = resident
    3. 3. Social communications model = resident = social media platform
    4. 4. The revolution will be digitalised <ul><li>We want people to: </li></ul><ul><li>love our websites. </li></ul><ul><li>visit them more frequently. </li></ul><ul><li>contribute to them. </li></ul><ul><li>refer them to their friends. </li></ul><ul><li>tell us what they think of us. </li></ul><ul><li>collaborate and consult with us. </li></ul><ul><li>feel connected to us and our services. </li></ul><ul><li>feel proud of being a Camden customer. </li></ul><ul><li>We want to: </li></ul><ul><li>empower our citizens and start to transform the way we deliver services. </li></ul>
    5. 5. What we’re up to <ul><li>Social media policy - in final stages of sign off </li></ul><ul><li>camden.gov.uk - ongoing project to re-launch the site. Maximize online transactions, reduce avoidable contact. </li></ul><ul><li>camdenvotes.org.uk - specific project to encourage voter registration/turnout, and to communicate the results live via an interactive map and social media channels (including hyper local bloggers) </li></ul><ul><li>wearecamden.org - online communities platform to broaden the audience for consultations, to encourage dialogue, to co-create and transform the way we deliver services. (Part funded by the CLG customer led transformation fund). In pilot phase. </li></ul><ul><li>Digital inclusion - commitment to UK Online training and Race Online 2012 </li></ul><ul><li>lovecamden.org - supporting the visitor economy and local, independent businesses in the borough </li></ul><ul><li>@camdentalking – general council twitter feed </li></ul>
    6. 6. <ul><li>Website promoting Camden’s independent businesses and visitor attractions </li></ul><ul><li>Part of wider recession response work last year </li></ul><ul><li>Integrated communications strategy (print, PR, digital) </li></ul><ul><li>Digital strategy a balance of: </li></ul><ul><ul><li>owned media (dedicated social media accounts) </li></ul></ul><ul><ul><li>earned media (blogger engagement, search engine optimization) </li></ul></ul><ul><ul><li>paid for media (search engine advertising) </li></ul></ul><ul><li>Site re-launched August 2010 to specifically include ample user generated content </li></ul>
    7. 8. Pretty cool functionality <ul><li>Now: </li></ul><ul><li>Businesses/venues set up & manage profile page </li></ul><ul><li>User generated reviews & comments </li></ul><ul><li>User generated special offers </li></ul><ul><li>Editorial features </li></ul><ul><li>Twitter, Facebook, Flickr, YouTube integration </li></ul><ul><li>Soon: </li></ul><ul><li>Interactive map </li></ul><ul><li>Mobile version </li></ul><ul><li>Foursquare & Spotify integration </li></ul><ul><li>Guest bloggers </li></ul>
    8. 9. Which has translated into <ul><li>3,500+ unique visitors / 5,300+ visits (August – mid Sept) </li></ul><ul><li>More than the previous quarter combined </li></ul><ul><li>10% traffic from abroad (India, USA, Germany, Italy etc.) </li></ul><ul><li>200+ business profiles </li></ul><ul><li>80+ user profiles </li></ul>
    9. 10. What they say…
    10. 11. What could put the breaks on? <ul><li>IT policy – social media blocked: concerns around security, bandwidth, time wasting. </li></ul><ul><li>Lack of buy in - misconceptions around inclusivity, concerns around increased workload, not appreciating the business case. </li></ul><ul><li>Lack of knowledge - it’s too technical, “I don’t use it, so nobody does”. </li></ul><ul><li>Fear of loss of control over branding and marketing messages. </li></ul><ul><li>Fear of failure. </li></ul><ul><li>Budgets. </li></ul><ul><li>Resources. </li></ul>
    11. 12. What we really should be worrying about. <ul><li>Selecting technology – making it appropriate to our target audience. </li></ul><ul><li>Selecting partners – internal or external? What’s their track record of building social platforms? </li></ul><ul><li>Resources and skills – to create the right solution, manage projects, maintain participation, manage communities. </li></ul><ul><li>Reporting and measurement – insight needs turning into action. Who has the skills to evaluate projects, be a catalyst for change? </li></ul><ul><li>Having a clear social media policy – to listen, converse, collaborate in a controlled way. </li></ul><ul><li>Internal cultural change – are we ready for the revolution? </li></ul>
    12. 13. <ul><li>Questions? Comments? Objections? </li></ul>We is better than me….
    13. 14. Here’s some we made earlier
    14. 15. <ul><li>Join the debate: www.londoncharlotte.wordpress.com </li></ul>
    15. 16. Thank you. Charlotte Beckett [email_address] @londoncharlotte www.londoncharlotte.wordpress.com David Levantis [email_address] @dml82

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