Learning to Listen
23rd June, 2009

• What is Social Media?
• The Top 10 Reasons why you should Listen
• Solution
• Insight Reporting and Measurement
• Questions
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• What is Social Media?
‘Anywhere where conversations happen online’
• 180 Million Blogs
• Video Sharing Sites
• Flikr
• Forums
• Mainstream News
• MicroMedia
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• Concerning
• Services
• Company
• Staff
• Show responsiveness
• Problem-solvers
• Draw out others with similar
concern
• Generate positive posts

• Recent awards
• Community raving about
their experience
• Old school references or
testimonials
• Use social bookmarking
to reference
• Demonstrate community
confidence
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• Anticipation
• Expectation
• Misinformation
• Rumor
• Small but common
themes
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• People shout out what
they are doing
• Ask the general public
for advice
• Opportunity to reach out
with an offer of
assistance
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• Pick out campaign
messages
• Measure spike in
conversation
• Understand sentiment
• Press release
influencers
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• Early warning system
• News breaks first in
Social Media
• Address issues before
they go mainstream
• Locate the people
breaking news
• Observe new words
popping more frequently
about your council
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• Track your issues in
Neighboring Boroughs
• Alerted when other
councils are spoken
about
• Dissatisfied with another
councils pilot initiative or
service
• Advocates by issue
• Issues of strategic
importance
• Anticipate potential
future moves
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• Huge crowds for
around Topics
• Earned in discussion
threads
• Thinking towards a
certain topic
• Who the players
• Need to monitor topics
ongoing
• Topic’s viral nature
• Participate in the crowd
discussion
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• Carry weight
• Spread an opinion
forming sentiment
• Links to their posts on a
topic
• Levels of engagement
• Google search results
• Nurture advocates
• Understand negative
view
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• Social profiling
• Chosen platform
• Database CRM
integration
• Community becomes
savvy to social
technology
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Insight Reporting
&
Measurement
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• NPS
• Sentiment
• Departmental relevance
• Data by Issue
• Spread by Media Type
• Influencers
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Thank you for ‘Listening!’
Any Questions?
@6 C o n s u lt i
ng
@P a u l _ _ T a y l
or 18
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Case Study
Greater Manchester Police
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Why was Social Media Important?
•Remove (Confidence measure)on forces other than on confidence
•
PSA 23
all top-down targets
•Re-designing businesses process
•Ensuring a greater focuspublic in new ways
on service
•Communicate with the
•Training of officers
•Managing your communities about your Call handling
•Updating
police station front desks and
successes
•What are they talking about?
•
Understanding Community
•Crime Prevention
•G20
•Rhys Jones Murder
•
Crime Detection
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Great Manchester Police
Force Vision Social Media Monitoring
Respect, reassure and respond to local communities Understanding the issues affecting local
communities can be better understood by
monitoring conversations that happen within the
social sphere about local issues by local people.
A force which listens and learns Being the first UK police force to actively listen
to conversations of relevance within the social
sphere and using this data to shape local
policing priorities
Bring criminals to justice By using data within the social sphere as part of
the investigative process.

6Consulting
Vision How
Provide a statistically robust measurement of Confidence in Using Radian6 map all conversations of
Local Services in accordance with PSA 23 relevance. Classify by the five degrees of
sentiment. Group into three top level groups
(promoters, passives, detractors) calculate
confidence metrics. Map confidence score
against patterns of crime.
Identify top 10 issues affecting local community by BCU area Map all conversations of relevance. Classify by
BCU area. Group by conversation type. Group
by area affected (gun, car or other crime).
Analyse for trends.
Build a robust data framework and reporting system for long Bespoke build data framework specific to
term policing objectives policing issues. Bespoke build Metrix6
reporting interface.

Conversation mapping & Data Segmentation

Output
Reporting to presented via a bespoke built Metrix6 dashboard
‣ Segmented by BCU
‣ Segmented by AOR
‣ Confidence scoring for BCU
‣ Influencer map by AOR
‣ Drill down capability into conversations

What are your community talking about?
Anti Social?
Violent Crime?
Alcohol Related?
Drug Related?
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