Learning to Listen 6 Consulting

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FutureGov and 6 Consulting hosted a session for people in local government with responsibility for communications and customer engagement. This is 6Consulting's presentation, which was given by Matthew Brazil and Paul Taylor.

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Learning to Listen 6 Consulting

  1. 1. Learning to Listen 23rd June, 2009
  2. 2. • What is Social Media? • The Top 10 Reasons why you should Listen • Solution • Insight Reporting and Measurement • Questions 2 2
  3. 3. • What is Social Media? ‘Anywhere where conversations happen online’ • 180 Million Blogs • Video Sharing Sites • Flikr • Forums • Mainstream News • MicroMedia 3 3
  4. 4. • Concerning • Services • Company • Staff • Show responsiveness • Problem-solvers • Draw out others with similar concern • Generate positive posts
  5. 5. • Recent awards • Community raving about their experience • Old school references or testimonials • Use social bookmarking to reference • Demonstrate community confidence 6 6
  6. 6. • Anticipation • Expectation • Misinformation • Rumor • Small but common themes 7 7
  7. 7. • People shout out what they are doing • Ask the general public for advice • Opportunity to reach out with an offer of assistance 8 8
  8. 8. • Pick out campaign messages • Measure spike in conversation • Understand sentiment • Press release influencers 9 9
  9. 9. • 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 10 10
  10. 10. • 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 11 11
  11. 11. • 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 12 12
  12. 12. • 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 13 13
  13. 13. • Social profiling • Chosen platform • Database CRM integration • Community becomes savvy to social technology 14 14
  14. 14. 15 15
  15. 15. Insight Reporting & Measurement 16 16
  16. 16. • NPS • Sentiment • Departmental relevance • Data by Issue • Spread by Media Type • Influencers 17 17
  17. 17. 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 18
  18. 18. Case Study Greater Manchester Police 19 19
  19. 19. 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 20 20
  20. 20. 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.
  21. 21. 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.
  22. 22. Conversation mapping & Data Segmentation
  23. 23. 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
  24. 24. What are your community talking about? Anti Social? Violent Crime? Alcohol Related? Drug Related? 25 25

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