Webcare this is how!


Published on

Defining webcare is simple enough – webcare is the use of social media to find out what moves citizens and businesses (our customers) and to
interact with them by answering their questions, addressing their comments and helping to solve their problems. Knowing how to put webcare into practice, however, is a different matter altogether. Webcare places new demands on the organisation and on its people.

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Webcare this is how!

  1. 1. Webcare this is how! Seven steps to webcare in governmentDigital Services programme
  2. 2. Webcarethisis how!Seven steps to webcarein government
  3. 3. Seven steps to webcareStep 1 Define what webcare means to you and why you want to use it 8 What is webcare? 8 Webcare, should it concern you? 9 What are the costs and benefits of webcare? 10Step 2 Provide a solid base for webcare in your organisation 14 What are your targets? 14 Who does what with webcare? 18 How does webcare fit in your organisation? 19Step 3 Create commitment 22 How do you involve people? 22 How do you keep people interested? 23Step 4 Decide what you want to measure 26 How do you measure? 26 Which search words should you choose? 27 What do you report and to whom? 27Step 5 Know the legal aspects of webcare 30 What are the key issues? 30 What should you save and how? 31 How do you protect your account? 31Step 6 Use the corporate style 34 What are the guidelines? 34 What do you put in the general description? 36 Anything else you should remember? 37 How can you maximise your reach? 37Step 7 Start! 40 Which steps do you need to take? 40 Which elements should your work instructions comprise? 40 When do your refer? 41 Who responds? 41 How do you respond? 42 How can you deal with negative responses and complaints? 43 Is there any training? 43
  4. 4. Introduction Defining webcare is simple enough – webcare is the use of social media to find out what moves citizens and businesses (our customers) and to interact with them by answering their questions, addressing their comments and helping to solve their problems. Knowing how to put webcare into practice, however, is a different matter altogether. Webcare places new demands on the organisation and on its people. Major firms are experimenting with webcare and successful government pilots have been set up. The Ministry of Economic Affairs, Agriculture & Innovation has limited knowledge and experience of social media in general and of webcare in particular. reason for our Digital Services Programme to explore the use of webcare in our organisation. The study aimed to find out who is working on what and which possibilities there are for pooling the purchase of expertise and tools. The study revealed a great need for knowledge and for sharing this knowledge, particularly because webcare is still in its infancy. This booklet looks at webcare as a means to improve our services to customers and to promote knowledge sharing. Knowledge, for instance, about how questions from customers regarding regulations and subsidies can be answered adequately and efficiently, and how to promote the use of social media to enable customers to help each other. other government organisations will also find this booklet of great use. So for anyone interested in introducing webcare, let this booklet be your guide!4 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  5. 5. our Ministry is part of a nation-wide government organisation which operates as a single organisation in many areas, particularly in information supply. We aim to learn from each other and to build an information infrastructure fit for today and tomorrow. The social media are invaluable in this, and our Ministry’s knowledge of webcare would be more than welcome. This booklet is a guide, not a ‘holy grail’ with rules set in stone. It couldn’t be – social media are in constant development and so are we! Make them work for you! good luck! Kind regards, Maarten Hillenaar Directeur Informatisering rijk – cIo for the Dutch government Ministry of the Interior and Kingdom relations5 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  6. 6. #meaning7 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  7. 7. Step 1 Define what webcare means to you and why you want to use it What is webcare?definition There is no single definition of webcare. People at the Ministry use several definitions, which are best summarised as: Improving services to customers via the internet by listening to and answering questions online.online Webcare and online reputation management may seem similar, but there are differences.reputation online reputation management is about how to deal with online questions from customers adequately, pleasantly and correctly. Webcare goes one step further: in addition to dealing with questions and complaints, it is about communicating online with customers, and about tracking how customers express themselves with respect to the Ministry itself. It should further be noted that the concept of ‘webcare’ is at present largely limited to the netherlands. In Anglophone countries, the distinction between online reputation management and online customer care (using social media) is not always made explicit. Webcare comprises a number of aspects, such as:apply • resolving complaints; • Answering questions; • Providing information unprompted; and • Providing internal feedback about customer experiences. How would you define webcare? The definition of the term webcare needs fine-tuning. not even wikipedia1 offers a good term. Who can think of a suitable definition? 8 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  8. 8. Social media come in all shapes and sizes. Deciding where to focus our attention is easy however – we simply go where our customers guide us. Your analyses should show exactly which social media your target group uses the most. This booklet particularly looks at what are known as ‘status updates’, the opinions of orstatus comments by individuals to which we at the Ministry respond. The length of theseupdates messages varies, from 140 characters for Twitter status updates to much longer responses on Facebook. Note government organisations deal with policy and implementation issues, as well as political issues. but who does what? At our Ministry we have decided on the following approach: • Policy communications are dealt with by the Ministry. • Politically sensitive topics involving Minister or State Secretary policies are addressed centrally (via the Ministry’s communications Department). • Policy implementation communications are the responsibility of the services in question. We are using the word ‘customers’ to refer to citizens when they need, or are obliged to, arrange transactions with governmental organizations. naturally, the reality is more complex, but the word emphasizes how important it is to make this transaction clear and easy. Webcare, should it concern you? Is webcare something that should concern you? Yes, definitively. customers are turning to social media as a new way to communicate with or about the government. We cannotdon’t afford to ignore this development. As more and more large firms and governmentignore organisations are getting involved in webcare, customers are expecting the same from us. If we ignore webcare it would be like our call centre ignoring telephone calls. but getting involved in webcare requires careful consideration. Implementation bodies must make strategic choices about when to introduce webcare. Making yourself available through social media show’s that your organization really cares2 about your customers and wants to help. good examples are the airlines that used social media3 to help out customers all over the world during the ash cloud crisis in 2010. An example of ‘bad customer’4 service by another airline was translated in the Youtube hit ‘United breaks guitars’. 9 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  9. 9. What are the costs and benefits of webcare? Suggest introducing webcare in your organisation and don’t be surprised if the first thingcost speci- you’ll hear is ‘how much’. The answer is simple. Initially, webcare costs more than it bringsfication in. The next question is usually – could webcare take over some of the calls that are now being answered by the call centre. And the answer to that is a provisional yes, albeit in the long term. Webcare can be profitable, but it won’t be immediate. An adequate and efficient approach to webcare could also generate other benefits. It could for instance help to reach the audiences traditionally targeted by mailings or special campaigns. realisation of these benefits relies on an expert approach however. Webcare could also change the role of the customer contact centre (ccc). Most likely, theexpert role ccc would take on a more specialist role. Simple questions could increasingly be dealt with online. obviously, the return on Investment (roI) of webcare cannot be expressed in sums andROI funds alone. The adequate and efficient use of webcare could have a massive impact on your organisation’s image. but how to measure it? For a rough estimate of the roI, you should at least consider the following costs and benefits: Costs • FTE • office resources • Training • Tools • Adaptations to the website Benefits • Fewer callers. • In-depth knowledge of customers, eventually cutting market research and customer panels costs. • Damage control when things threaten to get out of hand. • Image as a reliable government.10 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  10. 10. For more information: basics of social media roi5 (next presentation down the list) was written a while ago and offers a refreshing look on the roI of social media.11 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  11. 11. 12 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  12. 12. #organi­ sation13 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  13. 13. Step 2 Provide a solid base for webcare in your organisation What are your targets? “The world is changing so fast that it would be pointless to think about the role of webcare in the mission, vision and strategy of your organisation”. bring up social media,Contribution and this is what you will hear a lot. Still, it makes sense to look at what your organisation represents and what its aims are. Ask yourself how webcare can contribute. If you can visualise this, it will be easier to find support from your management. Our Ministry At our Ministry we aim to create room for entrepreneurs to innovate and to grow. over the coming years we will focus on reducing regulations and cutting red tape.digital Where possible, applications for regulations and subsidies will be digitised and adjustedcontact to the profiles of customers. Information needs to be entered just once, or may even be taken from customers’ business management systems. This should simplify subsidy applications to a single press of the button. customers will however always continue to require advice and information from the government. With digitisation comes a need for digital contact. Webcare will enable us to communicate with customers in a fast and efficient manner. Moreover, it will enable us to learn from them. The worriers among us insist that you need an underlying strategy. if you do not want any problems. You could for instance translate the objectives of your organisation into a social media ambition to support this strategy.14 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  14. 14. If all is well, your social media objectives should be firmly embedded in your communication strategy, in line with the organisation’s objectives. once your webcare is up and running, the knowledge you gain by talking to your customers will serve as input for your organisation’s strategy and objectives. And that, of course, would convince even the greatest cynic ; ) ! Social media tools Social media objectives Communication objectives Organisation objectives Think about the organisation structure you want If you are developing initiatives in a larger organisation with several implementation bodies or divisions, it makes sense to consider the actual organisation of webcare. You could for instance start by selecting units that bundle specific tasks, such as:centraal • Procurement (of tools and training).point • Knowledge (knowledge acquired and contacts within the organisation). • Harmonising communication issues like corporate style, tone of voice etc. Jeremy owyang distinguishes five ways in which organisations combining several divisions develop the use of social media. once the webcare organisation is firmly in place, customers will no longer have to run round in circles. Centralized Distributed Coordinated Multiple Hub Holistic and Spoke15 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  15. 15. Many organisations take an organic approach to the use of social media. Advice andmodels consultancy agencies have been quick to respond with the development of various models. For our exploration we used the Deloitte Social Media Maturity Model. 1 Ad-hoc 2 Division 3 Organisation 4 NetworkStrategy & no Social Media Division has Social Integral Social Media Social MediaOperational Strategy & ad-hoc Media Strategies Strategy & Strategy chain &Management decisions (uncoordinated) coordinated IntegrationOrganisation Internal Social Media External Social Service oriented Social Media& Processes focus (experimental) Media focus Social Media integrated in primary (experimental) servicesControl & no management Social Media Social Media cIo/cEo/cFo &Management support & cost embedded in Programme manager shared budget allocation organisation & cost & ambassador & allocation social media budgetInformation Many tools & no supporting Social Media Social Media Sharedtechnology methods, no architecture & roadmap & services & central standards functionality Standards portalPeople no training & Social Media in job Social Media Social Media trust && Culture support profiles, limited competency innovation. training & support framework Helpdesk Investments in Training & Support So – does a carefully planned and organised webcare facility guarantee success? Should it, in fact, be strictly organised? Well, #Webcare is not an officer, nor is it a Division. Instead, it is a mentality. All staff contribute online, says @jwdew (or jwdewaard) on twitter. If you want to know more about the social media model in organisations, go here6. The US red cross, for instance, aims to optimise its local social media activities by means of the hub and spoke model. go here7 to see how they aim to unify their communications. Wil je meer weten over het model van de rol van social media in organisaties? one of the things the webcare expertise group found in its exploration was that you do not need new functions to implement webcare. Webcare is often introduced as part of thepilot customer contact centre , and that works fine, initially at least. It makes sense to have someone in charge who knows how large organisations work, who knows how to assess risks and who can create commitment.16 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  16. 16. In complex cases the assistance of a project or programme manager could be called incommit- during the initial start-up phase of webcare. To force a breakthrough, somebody fromment outside the organisation could be called in. Webcare works smoothly with the help of the following divisions or units: • Department of Legal Affairs • Department of customer complaints • Policy • customer contact centre (ccc) • Department of communication • Internet • Knowledge centre • IcT Division For convenience and clarity, appoint a Single Point of contact (SPoc) for each department. This SPoc can relay any questions to colleagues in the relevant department.SPOC It is important to inform the organisation about the relevance of webcare. Any support the SPoc needs from colleagues or the management must be arranged quickly and efficiently. The right mindset among all staff will make all the difference.mindset Don’t over-organise the use of social media. Don’t set up complicated projects and don’t take months to get ready. In short – take it steady. before you start, do a ‘what if’ session (more about this later). Involve people who are hardcore social media users, who also use these new media in their private lives. Here’s a great tip on how to find them: “Take a walk through the organisation. The people with smartphones on their desks are the ones you need for your project”.17 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  17. 17. Who does what with webcare? So who does what? Sometimes it is difficult to allocate a topic to a SPoc. consult carefully and meet up regularly to discuss progress. The following overview might help. Customer Contact Centre (CCC) • First-line questions • Analyse topics and issues Dealing with customer complaints • complaints and problems Implementation bodies • Second-line questions • Map out customer needs Policy • Develop policy based on customer needs • Advise politicians based on customer needs Communication/PR/Information • Monitor online reputation • Signal ‘political’ issues Legal Affairs • Legal conditions • Use of social media and the government Information Act Internet Division • Use ccc findings to update website • Measure channel behaviour • Monitor online needs • Monitoring tools18 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  18. 18. How does webcare fit in your organisation? besides agreeing on the organisation and structure of webcare, you must also agree on the norms and values that are to apply online. After all, no team can function as one if there isfirm any ambiguity, no matter how well everything else is organised. These norms and valuesarrange- could be summarised as:ments • We do not follow our own colleagues. • We always speak on behalf of the organisation and never respond on a personal title. • We do not make promises we cannot keep. • We do not speak ill of others. • We answer only if we know the information we give is accurate. • We always do as we say, both to ourselves and to our customers. In addition to these internal norms and values, the webcare team has to understand and underwrite its role as the online face of the organisation. This carries through to how the team acts. ‘our focus is our customer’ should not be the hollow phrase used by some organisations, but should be every-day practice. The entire webcare team must be driven by a wish to focus on providing excellent services and act accordingly. Every single day! The webcare team speaks to the organisation on behalf of the customer. This means it must have the strength to cut through red tape and deal with an inflexible organisation. The members of the webcare team must all care deeply for both their organisation and their customers – only then will the team be successful.19 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  19. 19. 20 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  20. 20. #commit­ ment21 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  21. 21. Step 3 Create commitment How do you involve people? ‘I’m keen, but my boss isn’t.’ Trailblazers in webcare have heard it all before. Usually it is ignorance on the part of managers. Some tips and tricks to create commitment: • refer them what others are doing – this helps to settle nerves.tips and • Show exactly how webcare can contribute to realising the targets of the organisation.tricks • Webcare can help to emphasise an organisation’s strong points. Show people how. • Suggest a pilot period during which webcare is field tested, under supervision if required. It will help people at all levels in your organisation to get used to working with webcare and to learn from the interactions with their target groups. • Find a high-level ‘ambassador’ and provide him or her with the right information. • organise a “what if session”. Put together a group of people that is representative of the organisation and sit down to discuss what terrible fate could befall all of them if webcare was to be introduced. Put this on paper and suggest solutions. It’s a comforting exercise, if only because you will have given it some thought. • of course, the fact that your boss isn’t keen isn’t an excuse. After all, you are responsible for customer communications. Just start (and don’t make it a half-hearted attempt either) and you will see it will all go smoothly. After a few days, show what you are doing and how things have evolved. This is exactly how many other webcare teams have started. • Are you afraid of starting without commitment? Then start by listening, analyse what you hear being said about the organisation and report this to your manager.22 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  22. 22. If necessary, bring someone in to make the preliminary analyses and presentations. Sometimes it takes a fresh pair of eyes to put things into proper perspective! How do you keep people interested? Webcare belongs to everyone in the organisation. Make sure the initial enthusiasm doesattention not ebb away – keep it alive. • celebrate the successes you have and make sure they reach every corner of the organisation. • communicate extraordinary feats (the first one thousand tweets, positive posts, posts by celebrities…). • Show the organisation that you are communicating and be proud! • Use a projector to create a twitter fountain in the reception area or in the restaurant. • Share remarkable posts via the intranet. • Show the organisation what you and your organisation learn from analysing internet buzz. • Help your customer service people feel like rock stars! go here8 to see 9 Ways Top brands Use Social Media for better customer Service23 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  23. 23. 24 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  24. 24. #to measure is to know25 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  25. 25. Step 4 Decide what you want to measure How do you measure? online buzz is a feature of many platforms and networks, from Twitter to Facebook. It is impossible to keep track of what is being said about your organisation all the time.online buzz When the buzz is intense, you need a central focus to analyse the volume, sentiments, trending topics, source types, sources and authors. At the same time, you and your team need to be able to steer corporate accounts on the main platforms and to work together. This is where a tool comes in handy. You may consider purchasing one. Many of the tools available on the market today allow you to monitor, communicate (engagement) and organise work (workflow management). once you have decided on which tool to use, don’t just think short-term. Think long term too. In the beginning you may just want to listen, but soon you will be asked to providelong term analyses and reports. consider the registration of customer communications, which you may need in the longer term. can the tool be coupled to a customer database? Evaluate the tools based on the following four aspects: • Data collection (measuring); • Data processing (analysis); • Insight delivery (for instance by means of dashboard); • Engagement (collaboration, campaign management and ScrM). Some tools can be adjusted to your specifications, others are more or lesstools ‘pre-programmed’. When you start your webcare services, go for simplicity, so you won’t get swamped by the many options. According to Wikipedia, the term buzz comes from word of mouth marketing9. Last but not least: remember to include the use of social media in customer satisfaction surveys. Ask customers to provide feedback for a representative image of webcare and its added value. customer satisfaction about webcare can also be compared to satisfaction about the customer contact centre for instance.26 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  26. 26. Which search words should you choose? You want to know what people are saying about your organisation’s services on the internet. This is what is referred to as monitoring your ‘buzz’. To do this properly, you must carefully consider your search words. Finding the right words may seem easy, but may prove surprisingly tricky. After all, the terms you consider standard may not be what your customers use at all. As civil servants we tend to use the terms we are familiar with, but they may mean nothing to customers. So what are the right words? • Are there any customer panels or surveys? Listen in and discover the wordssearch customers use to discuss your organisation.terms • Subsidy applications may be restricted to specific periods. relevant search words will often draw a blank outside these periods. • Keep a finger on the pulse. If your organisation or a particular regulation features in the news, add new search words where appropriate. • Find smart combinations of words, and filter out what you don’t need. What do you report and to whom? Different target groups within the organisation have different information needs. The scope and depth of reports may vary from one target group to the next. general reports often contain volumes, trending topics, specific organisational issues, etc. Think carefully about the specific information needs of each target group. Typical information needs would be: Board and management Internet division Communication • costs and benefits • Topics and links to the website • Sentiment analysisInformation • complaints • number of followersneeds • Satisfaction • Traffic to website via social media • number of retweets Also give careful thought to the frequency of your reports. Some managers may wantfeedback instant feedback on escalating incidents. SPocs generally need a weekly update on the number of complaints, the nature of these complaints and the solutions. The board generally settles for a quarterly report on remarkable issues and key data.27 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  27. 27. 28 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  28. 28. #legal aspects and security29 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  29. 29. Step 5 Know the legal aspects of webcare What are the key issues? We can be brief about the legal aspects. There are three key areas: 1 You are communicating on platforms that aren’t yours, and, in principle, that makes all the information you put out there public. Where possible, in your answer, include linkspublic to the organisation’s website or to other information the organisation makes available online. Provide general feedback, never give direct answers. Webcare is never about personal responses. Instead, its effectiveness lies in serving several customers with one answer, the so-called ‘one-to-many’ concept. 2 once information is released on social media, you cannot control it and it can becomeup-to-date outdated. Where possible, provide links to your own website which you can control. And don’t worry: regular users of the internet know to put more faith in a week-old post than in a three-year old post. 3 The customer is entitled to privacy: never send any personal information via the social media. Start by checking the availability of general information to solve a question andprivacy refer customers to your website for information. If you do need to exchange personal details, be careful which channel you use. Dealing through the customer contact centre is generally much cheaper than using a direct message. We recommend that you send customers a direct message to ask for their telephone number so the ccc can contact them.30 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  30. 30. What should you save and how? The Dutch government Information Act specifies that, in principle, citizens and customers have access to all government information. Webcare is public by definition, in part at least. After all, the information is put out on a public platform that can be followed by anyone with an interest in the subject. If webcare contacts become privacy-sensitive, for instance when people want to know how much benefit they are entitled to or how their case is coming along, we recommend thatindividual you save and record the conversation, preferably in an existing database. If you do notcontact have a suitable database, you should think about developing one, temporarily if need be. registration of individual customer contacts can prove awkward, because not all blogs or tweets can be traced to a particular user for instance. nevertheless, register what you can, and generate an account number for the registration wherever possible. A number of monitoring systems have so-called ‘engagement modules’ (more about this later). These sometimes offer opportunities to record customer data. contact registration is an issue for government as well as businesses. After all, the moresocial CRM you know about a customer, the easier it is to target your communication and sales. A great deal of thought is going into how the social media can help to understand the behaviour and preferences of customers. This new discipline is referred to as social crM (ScrM). How do you protect your account? Security is something we can be brief about. In general, webcare password management is the same as for any other login code or password. Don’t leave passwords lying around, change them regularly and only give them to people who are authorised to use webcare to speak on behalf of the organisation. And if ever you do get hacked - • Don’t panic;security • change your password; • Delete all spam.31 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  31. 31. 32 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  32. 32. #getting started33 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  33. 33. Step 6 Use the corporate style What are the guidelines?tips and The corporate style guidelines apply to all means of communication and therefore alsotricks cover the social media. There are specific government style20 guidelines for social media. If you have any special wishes or requirements, contact your communications Department. Together with the general Affairs Department they will look at the various options. Have a look at the screendumps below. They show you who you are dealing with and the elements you need to design your page.NS1034 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  34. 34. citizenM11Vodafone12ING1335 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  35. 35. antwoord4bedrijven14 What do you put in the general description?clear Think carefully about the general description or the personal details on your page.description be clear and specific to avoid disappointing your customers. If necessary, indicate: • The topics you will respond to. If you don’t use Direct Messages (DM), make this clear. If there are more accounts operating within the organisation (corporate for instance) indicate this too. • Specify the opening times. • Specify which government unit you represent. • Always add a link to your website to let people know that yours is a real account. • clearly specify the topics about which you will communicate: when will I get my subsidy, what does the inspection report say about …, do I qualify for… • If you will be using the social media for a specific period only, for instance during a campaign, then indicate this. As your space is limited, keep it short and simple, like: ‘24/7’, ‘no DM’ or ‘Mon-Fri’. How to choose your tone of voice? Striking the right tone of voice can prove tricky. communicating via the social media is bytone of nature casual, bordering on the informal, and not at all like the usual businesslikevoice government approach. now the same is expected from you, not only because of the nature of social media, but also because of the space available to you. Don’t worry: it is all part of the game and it will only bring you closer to the customer. only if the customer takes a formal approach, should you respond likewise.36 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  36. 36. Anything else you should remember? Emoticons and abbreviations The use of emoticons and abbreviations depends on the style (and reputation) of theemoticons organisation. consider for instance: • Do the people you communicate with use emoticons? • Is there any resistance to the use of emoticons or abbreviations? • Emoticons and abbreviations are great tools to make the most of the space you have to communicate. If you opt to use emoticons and abbreviations, make sure they are applied uniformly and consistently throughout the team. Focus on employeesphotos Always be aware that while your communications via social media are one-on-one, they are more impersonal than a telephone call for instance. Find out about the possibilities for including photos of the webcare team. Findability When you create your page, make sure that you can be found by search engines. consider UrLs and SEo techniques. A UrL like www.agentschapnl.nl/webcare is short, powerful and easily indexed by google. Also consider title tags and metatags. These determine the page rank, and conversion. Ask your internet manager for assistance.hastags # Make sure your topic can be found. Include hastags # in answers to topics customers will search for. This makes you easier to find, and it will eventually get you more followers. Include your twitter account in other communication tools (print too) and on yourpromotie website. Promote your webcare team on your website and in other communication materials. How can you maximise your reach? You can maximise your reach by following people who twitter about subjects that relate to your services. realise that creating this reach is not what a webcare team should be about. reach becomes a key condition only when the webcare team starts to put out proactive information for its customers. For example, would it be a good idea to put your twitter team on your website for instance?37 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  37. 37. 38 #ELIcArE – EEn goED bEgIn…
  38. 38. #start!39 #ELIcArE – EEn goED bEgIn…
  39. 39. Step 7 Start! Which steps do you need to take? To start webcare, you usually take the following four steps.4steps Step 1 Acquire knowledge Step 2 Start to listen Step 3 Start to respond (often in Pilot project) Step 4 Make the official launch read this booklet and you will have completed Step 1. And after buying the right utility you can start to listen. Usually, one month of ‘listening’ will be enough to get a feel for the scope and nature of the online buzz. It is important to make agreements about what to respond to and what not, and most of all how. These are very important, as everything you do is visible and will generally stay around for a long time. Which elements should your work instructions comprise? • What do you respond to, and what not?respond • Who responds? • How fast should you be? • How do you respond? • How to deal with complaints and negative comments? • Do you refer people? • What will you respond to and how? Think carefully about what you respond to. And most of all – don’t let your focus be drawn to the negative buzz only. A simple rule of thumb is:40 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  40. 40. We respond to • Questions about our services, regulations and subsidies.respond • Posts with complaints about or problems with our organisation. • Posts that suggest a possible complaint or problem involving our organisation (for this you may have to read between the lines). We don’t respond to • Posts that are not about our services or organisation.don’t • Discussions held on the basis of opinions.respond • Posts with excessive use of bad language and/or swearing. When do your refer? Social media are an excellent platform for a single government desk. customers deal with all sorts of organisations, from the Ministry to the Tax Authority and the chamber of commerce. If you don’t have the answer to a question, find out where the customer should go. only refer customers, however, if you are absolutely certain that this government organisation will be able to help. Who responds? You can respond as an organisation, but you can also decide to personalise the members of the webcare team. You can even do this on Twitter where you could end a tweet by means of a cotag (the ^-character), followed by the two initials of the responding team member. For instance: Theo Zijderveld : ^TZ Annet van Kruiningen : ^AK The cotags are explained on the Twitter wallpaper or the special webcare team internet home page. You could even include a photo41 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  41. 41. How do you respond? When responding to questions repMen.com recommends an approach that is: Businesslike Stay focused on your goal at all times. For us that means helping customers. Keep the conversation businesslike! Empathic Show you understand the situation in which the customer finds himself but don’t get carried away. Short Keep your response short and succinct. The more you say, the more room there is for ambiguity.ZEKEP Efficientformula carefully read the customer’s post and focus primarily on the actual question or the information the customer needs. Do not put any information online that is subject to change (amounts for instance). Personal We take an informal approach, unless the initial post demands a formal reply. Some more tips recap the question before you answer. To a question like: • ‘what is the final submission date for the combined statement?’ – don’t answer: 1 June. – but answer: The final submission date for the combined statement is 31 May. Where possible refer to the website. Do, however, first check that the site does in fact offer the information needed to answer the question. contact the web manager if you think the page is unsatisfactory. When should respond? Aim to respond within one hour. Inform the customer if you are unable to do so. Try to indicate why it takes longer to answer.42 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  42. 42. How can you deal with negative responses and complaints? Social media are perfect for showing disapproval and giving negative comments so don’tdon’t be be alarmed by them. If you read a nasty comment, first try to establish who wrote it. Lookalarmed up previous tweets and try to find out more about this person through google. This should give you some idea about this person’s habits, whether he or she is habitually negative or whether this was an exception. If the sender tends to be blunt all the time, don’t respond. If the negative feedback is an exception, do respond. If you expect that you will remain at loggerheads, try to contact the sender in another manner and involve the customer complaints department if need be. Is there any training? There is no practical webcare training yet, inside or outside of government. on-the-jobtraining on training is an option, and has been practice in many organisations. There are a number ofthe job businesses and freelancers who offer training sessions or who can help you implement webcare. Don’t forget to look at how other government organisations are getting along. And remember - we are all still learning. So use your common sense, steer your own course and pick up practical knowledge along the way!43 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  43. 43. Last but not least While technological advances may seem to have done nothing but widen the gap between organisations and customers, social media have changed this. once again, customers are hopeful that their input will help organisations to cut the red tape. And staff are hopeful that the new media will carry the voice of the customer up to the management or board. Social media offer organisations the opportunity to improve services hand in hand with their customers. Use the power of being able to think outside in! As a member of a webcare team try to read the question behind the question. In your organisation be the voice for your customers and help improve services. Speak up for them and address colleagues if things need to be organised better or differently. Provide feedback on changes and improvements to your customers. This is how you really get the dialogue going! good luck! Let us know how you fare! Tony nolde Digital Services Programme Manager44 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  44. 44. Who did we talk to? In alphabetical order (by first name): Albert Mallien Information centre operations Department Anne-Marie IJsenbruk cIo office bas van vliet government Service for Land and Water Management bert Mackaay communications Department bert van Loon national Service for the Implementation of regulations Davied van berlo civil Servant 2.0 Deniece reith national Service for the Implementation of regulations Fokelien Post FbTo greta van bemmelen Information centre operations Department Jeanine Lagendijk new netherlands Food and consumer Product Safety Authority Jitze baarsma Wonderland John Kusters new netherlands Food and consumer Product Safety Authority José otte Academie voor overheidscommunicatie Koos van der Steenhoven AbD Top consultants Lia Hommes cc You Linda Duits Diep onderzoek Maarten Hillenaar Dgobr Mark Imandt Ministry of Education, culture and Science Menno van Tartwijk Ministry of Education, culture and Science Mirjam van Midden (UWv) Implementation Employee Insurance Schemes niels Konijn De roode Ploeg Pieter rietman Arabische Wijn ramon de Louw cIo office rogier Esselbrugge nL Agency ronald van der Aart repmen.com Sara Linders-Schlijper Tax and customs Administration Saskia Thissen DDv programme Stephan Jenniskens nL Agency Tea van Lingen government Service for Land and Water Management Ton Persoon TonPersoon.nl Udo Hoeke Academie voor overheidscommunicatie vernon Donraadt DIcTU Wemke Steenbergen-venema national Service for the Implementation of regulations Willy Loomans new netherlands Food and consumer Product Safety Authority45 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  45. 45. Glossary Buzz The term used to describe discussion and interaction characterised by frequent expressed interest and/or mentions on social media: news items, tweets, status updates, etc. CCC customer contact centre, also known as helpdesk. SPOC Single Point of contact. SPocs can refer questions to colleagues in their own department. Social Media The use of web-based and mobile technologies that enable interactive communication. Users place content online (user-generated content). Hyves, Facebook, Twitter and LinkedIn are commonly used social media platforms. Social Media Maturity Model A number of social media maturity models are available on the internet, but for our exploration we opted for Deloitte’s Social Media Maturity Model as used by nL Agency. based on the Social Media Maturity Model we distinguished the following processes that need to be addressed to improve the use of social media: • Strategy & business operations; • organisation & Processes; • control & Management; • Information Technology; • People & culture These processes are rated on a scale from 1 to 4. Level 1 (Ad-hoc) means nothing has been arranged, while level 2 (Division) means arrangements have been made for the Division itself or for the middle to long term only. Level 3 (organisation) means the entire organisation is involved in social media and level 4 (network) that social media form an integral part of the organisation’s work processes. Webcare Improving services to customers by listening to questions posed online and by answering them. Web monitoring Listening in on the internet: what are people saying about you, your organisation or its presence on websites and social networks?46 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  46. 46. References 1 http://en.wikipedia.org/wiki/Webcare 2 http://venpop.com/2012/5-ways-social-media-improves-customer-service/ 3 http://mashable.com/2010/04/22/social-media-iceland-volcano/ 4 http://www.youtube.com/watch?v=5Ygc4zoqozo 5 http://www.slideshare.net/thebrandbuilder/ olivier-blanchard-basics-of-social-media-roi 6 http://www.slideshare.net/jeremiah_owyang/ keynote-social-business-forecast-2011-the-year-of-integration 7 http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units 8 http://mashable.com/2011/10/28/social-customer-service-brands/ 9 http://en.wikipedia.org/wiki/Marketing_buzz! 10 http://twitter.com/#!/nS_online 11 http://twitter.com/#!/citizenM 12 http://www.facebook.com/vodafonenL 13 http://twitter.com/#!/Ingnl_webcare 14 http://twitter.com/#!/Antw4bedrijven47 WEbcArE THIS IS HoW! – SEvEn STEPS To WEbcArE In govErnMEnT
  47. 47. Digital Services Programme The Digital Services Programme was set up by the Ministry of Economic Affairs, Agriculture & Innovation to optimise e-services for customers. It develops facilities to enable online business with the government for a more efficient and customer-driven subsidy, licensing, e-registration and basic registration process, both at the Ministry and throughout the government organisation. To follow programme developments via blog or twitter, visit ddvprogramma.posterous.com – twitter.com/ddvprogrammaColophonThis brochure is published by:The Digital Services Programme of the Ministryof Economic Affairs, Agriculture and InnovationPostaddressPostbox 20401 | 2500 EK | The HagueT 070 378 43 13 | E ddv@minlnv.nlMore InformationFor more information about webcare and theDigital Services programme, please phone+31 (0) 70 378 67 50 or send a mail toddv@minlnv.nl.TextAnnet van KruiningenTheo ZijderveldIllustrationHarlingseboysCopies500 copies, january 2012