The Best Of Both Worlds
Public Sector Communications Masterclass
Stuart Buchanan, Community Engine
flickrimage: svenwerk
Thursday, 25 June 2009

In this presentation:
•A new framework for social technology.
•Why this framework can both dramatically improve your communications &
lead to more efficient resource management.
•How Community Engine can help you achieve this.
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Thursday, 25 June 2009

But first, a cautionary tale...
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•A new framework for social technology.
When we’re using social networks and social media, the common paradigm looks
like this:
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Efficiency? Leverage? Value?
Your Space. Their Space.
Web Site.
Contact Database.
Email lists.
Mailing List.
CRM.
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At Community Engine we see them working not alongside one another, but
inside one another - ensuring that your own activity, and that what happens in
the social space, are bonded together and leverage one another.
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Your Space.
Community.
Discussions.
Polling.
News Updates.
Articles.
Blogs.
Videos.
Photos.
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Your Space.
Community.
Discussions.
Polling.
News Updates.
Articles.
Blogs.
Videos.
Photos.
Their Space.
flickrimage: kevharb
Thursday, 25 June 2009

•Why is this important?
Reputation Management: Direct conversations back to your space, help you
to shape, steer and define the context. Better opportunity to tell your story when
you take control over the environment.
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•Why is this important?
Stakeholder Engagement: Direct, meaningful relationships with
constituents. Gain a richer understanding of who they are and what they want.
Greater opportunity for continual long-term relationship. Greater likelihood of
conversion & buy-in.
flickrimage: desireedelgado
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•Why is this important?
External Advocacy: Develop & deploy tools that allow for advocacy, allow
your constituents to take your story out into the social space for you. Develops
new connections and increase business opportunities.
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•Why is this important?
Internal Advocacy: Send constituent comment and comment around internal
staff networks. Distribute feedback, useful critique and ‘feel good’ stories from
‘real people’. Develop an internal professional network (intranet 2.0) based on
social technologies for increased internal community, loyalty & consultancy.
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•Why is this important?
Asset Development: All of your activity in the social space is meaningful, rich
content that should be easily found on your corporate site. Develop operational
efficiencies by duplicating & automating content delivery across own network
and social space.
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•Why is this important?
Resource Gains: Allow spaces for constituents talk to constituents, less time
being involved in direct response. More time constituents interact on your
platform, less often you’ll need to chase updated contact details.
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•Why is this important?
Future Proof: Protect yourself against redundant technology. For every new
social technology that comes along, your platform should be able to integrate
with ease, without rebuilding and developing a new strategy.
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•Why is this important?
Commercialisation: Every user you drive to a social media site equals a hit and
a hit equals revenue for that commercial site in advertising dollars. Every hit on
your site is potential revenue back to you.
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•Why is this important?
Personlisation & Niche Communities: Develop intelligence around micro
communities and groups and personalise content directly for them. Develop sites
that speak directly to them.
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Some Examples...
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MANCHESTER CITY COUNCIL
http://www.manchester.gov.uk/blog/leadersblog
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MINISTRY OF DEFENCE
http://www.blogs.mod.uk/
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ROYAL NAVY : JACK SPEAK
http://www.royalnavy.mod.uk/jackspeak/
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HEALTH CARE REFORM BLOG
http://www.ournhs.nhs.uk/
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PATIENT OPINION
http://www.patientopinion.org.uk/
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BRITAIN UNPLUGGED
http://www.britainunplugged.org.uk/
http://www.facebook.com/pages/Energy-Saving-Trust/25919404073
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TEN DOWNING STREET
http://www.number10.gov.uk/ ; http://japang8.number10.gov.uk/
http://www.number10.gov.uk/number-10-tv
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BRISTOL STREETS
http://bristolstreets.co.uk
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LONDON METRO POLICE
http://maps.met.police.uk/
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DEPARTMENT FOR BUSINESS INNOVATION
http://sandbox.dius.gov.uk/digitalgovuk/
http://www.netvibes.com/diuscommunications#Dashboard
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VIVACITY 09
http://vivacitysydney.com/photos/finalists/
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ROYAL AIR FORCE CAREERS
http://www.raf.mod.uk/careers
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DFID (Department For International development)
http://www.dfid.gov.uk/Media-Room/Sights-and-sounds-gallery/Cyclone-
Nargis-one-year-on/
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TELSTRA: NOW WE ARE TALKING
http://www.nowwearetalking.com.au/discussions/all-discussions/
government-national-broadband-network?p=
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FRANKBOT
http://www.talktofrank.com/section.aspx?id=110
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NATIONAL ARCHIVES
http://www.nationalarchives.gov.uk/help/faq-personalised-search.htm#1
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How Community Engine can help.
Community Engine is born out of our need to connect. We connect
businesses to their customers; organizations to their members;
charities to their supporters and management to their staff.
Our business is all about driving genuine community growth. We
specialise in building centralised, web infrastructure, with web 2.0
‘built-in’. We can wrap that within a broader online strategy that
helps you to take advantage of all opportunities in the social space.
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How Community Engine can help.
Our technology includes easy-to-use content management for
articles, blogs and media / social networking platform to engage
your constituents / membership management system, with
secure recurring billing, credit card & direct debit payments built in /
user generated media management, allowing your community to
contribute / email campaign tools / integration of 3rd party
applications, modules & widgets
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How Community Engine can help.
We do this by harnessing & leveraging powerful development
methodologies from large and successful product vendors such as
Microsoft, BMC, IBM and others. We are also a Microsoft Certified
Partner and a founder member of the Microsoft® BizSpark Program.
Our platform has been designed from the ground up with security in
mind, with our core infrastructure located in one of the largest and
most secure Data Centre in the Southern hemisphere.
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How Community Engine can help.
We do this for a wide range of clients, such as:
Government: Federal Government, New South Wales Government, Australia
Council For The Arts, Events New South Wales
Cultural Events: Vivid Sydney, Vivacity, Creative Sydney
Associations: Mortgage & Finance Association Of Australia
Corporate Clients: Qantas (Spirit Of Youth Australia)
Community Organisations: Sydney City Farm & FBi Radio
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Community Engine
www.communityengine.com
Contact Stuart Buchanan
stuart@communityengine.com
Presentation online at
slideshare.net/communityengine
Thursday, 25 June 2009