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DL1: DIGITAL ENGAGEMENTPlenary 1: Digital EngagementTiffany St JamesFounder, Stimulation Ltd
Digital Engagement                Digital Leaders                               BIS October 2012Good Practice and Principles
Landscape changes
Brand buying influence by roles          http://www.slideshare.net/globalwebindex   @TiffanyStJames
Shift in trust by roles          Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-dec...
News arrives through twitter first                                    How did you hear about                              ...
Digital as delivery choice                                                              “Digital is not                   ...
This is nothing new for us
Engagement benefits•   Connecting with like-minded individuals•   Peer-to-peer recommendations•   Stimulating the debate o...
From this… @TiffanyStJames
…To thisInfographics are critical to                                         @TiffanyStJameseffective modern digital commu...
Rich media broadcast          We have moved on significantly                                           @TiffanyStJames    ...
Staffordshire police in the riots            Use social channels                                       @TiffanyStJames    ...
Campaign on multiple channels                                @TiffanyStJames
Two-way engagement: Responding          Create opportunities                                  @TiffanyStJames          to ...
Co-creation of Policy and Community Growth                                @TiffanyStJames
Crowdsourcing service experience                                   @TiffanyStJames
Multi-way collaboration           Co-create policy using public opinion   @TiffanyStJames
Multi-social engagementS e                          @TiffanyStJames
Social media Q and AsPhoto source: http://www.civilservice.gov.uk/reform/facebook-twitter/images                          ...
Citizens have a duty to askor show the way
ePetitions             @TiffanyStJames
Competition to fund ideas                            @TiffanyStJames
Crowdsourcing dignity in health and care           Be aware of community sites                                         @Ti...
Independent panels informing policy          Source: http://bit.ly/ShropPP   @TiffanyStJames
Open policymaking         http://www.demsoc.org/   @TiffanyStJames
Innovations in citizen engagement                                    @TiffanyStJames
How can we be morecustomer-centric?
5 pillars of customer-centric digital solutionsPhoto source: http://gossinteractive.com                                   ...
10 Trust IndicatorsTransparency                                                 AwarenessClear motives                    ...
5 ways to build trustInteract with customers as partnersAcknowledge and respect consumers’ processesSupport consumers afte...
It’s change management    Photo source: http://www.eoslifework.co.uk/Images/pitfig1.gif                                   ...
We need new models                                                  AIDA                                                  ...
Strategic comms process with digital steps                                  @TiffanyStJames
Framework            @TiffanyStJames
Accessibility to good content                                                     • Make your content                     ...
Rebuttal           Source:           http://bit.ly/AAprocess
Your progress in customer-centric servicesFrom tomorrow:•Share the conversations, connections and insight from today•Look ...
Your communications should…  Inform                           Inspire Engage                           Educate            ...
Resources• How to find your digital stakeholders: here• Media Landscape in Twitter 2012: here• The Democratic Society: her...
Thank you, let’s keep talking…                           Tiffany St James                             Social Media Strateg...
Digital: • strategy • training programmes • social engagement • amplification
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  • Transcript of "Dl1 digital engagement tiffany st james"

    1. 1. DL1: DIGITAL ENGAGEMENTPlenary 1: Digital EngagementTiffany St JamesFounder, Stimulation Ltd
    2. 2. Digital Engagement Digital Leaders BIS October 2012Good Practice and Principles
    3. 3. Landscape changes
    4. 4. Brand buying influence by roles http://www.slideshare.net/globalwebindex @TiffanyStJames
    5. 5. Shift in trust by roles Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck @TiffanyStJames
    6. 6. News arrives through twitter first How did you hear about the demise of MJ? Or Whitney? Jan 09: Hudson River Landing on twitter firstMedia outlets get average 15 RTsSource: Cambridge university 2012 @TiffanyStJames
    7. 7. Digital as delivery choice “Digital is not another channel, it is the delivery choice for this generation” Francis Maude, Minister for Cabinet OfficePhoto source: http://www.flickr.com/photos/cabinetoffice Intellect World-Class Public Services Conference 11 June 2012 Source: http://bit.ly/MaudeQ @TiffanyStJames
    8. 8. This is nothing new for us
    9. 9. Engagement benefits• Connecting with like-minded individuals• Peer-to-peer recommendations• Stimulating the debate of your most interest• Engaging with people in their spaces• eCRM• Data collation• Product, proposal, policy testing• Informing business, brand, policy strategy Start small, innovate, collate leverage cases, present risk solutions
    10. 10. From this… @TiffanyStJames
    11. 11. …To thisInfographics are critical to @TiffanyStJameseffective modern digital communication
    12. 12. Rich media broadcast We have moved on significantly @TiffanyStJames from web publishing
    13. 13. Staffordshire police in the riots Use social channels @TiffanyStJames in ultra-sensitive times
    14. 14. Campaign on multiple channels @TiffanyStJames
    15. 15. Two-way engagement: Responding Create opportunities @TiffanyStJames to solve local issues
    16. 16. Co-creation of Policy and Community Growth @TiffanyStJames
    17. 17. Crowdsourcing service experience @TiffanyStJames
    18. 18. Multi-way collaboration Co-create policy using public opinion @TiffanyStJames
    19. 19. Multi-social engagementS e @TiffanyStJames
    20. 20. Social media Q and AsPhoto source: http://www.civilservice.gov.uk/reform/facebook-twitter/images @TiffanyStJames
    21. 21. Citizens have a duty to askor show the way
    22. 22. ePetitions @TiffanyStJames
    23. 23. Competition to fund ideas @TiffanyStJames
    24. 24. Crowdsourcing dignity in health and care Be aware of community sites @TiffanyStJames involved in your agenda
    25. 25. Independent panels informing policy Source: http://bit.ly/ShropPP @TiffanyStJames
    26. 26. Open policymaking http://www.demsoc.org/ @TiffanyStJames
    27. 27. Innovations in citizen engagement @TiffanyStJames
    28. 28. How can we be morecustomer-centric?
    29. 29. 5 pillars of customer-centric digital solutionsPhoto source: http://gossinteractive.com @TiffanyStJames
    30. 30. 10 Trust IndicatorsTransparency AwarenessClear motives Peer RecognitionCan tell if goal is to sell or to inform Confirmers RelatabilityClear when the goal is to help Consumer’s perspective Respects like a knowledgeable friendRelevanceDirectly on topic ExpertiseUnderstands and acknowledges needs Communicates authority Perceived as having essential valueFormat Fundamentals Relevant knowledge, advances consumer goalWon’t need to work to use the Choiceinformation Provides consumer choicesWon’t waste valuable time hunting for Respects consumer’s processwhat’s wanted/needed Differentiators FairnessAccuracy Provides info/ tools to evaluate pros, cons, risks Acknowledges areas working on improvingQuality of the infoCan be validated by other sources Exclusivity Offers something unique: tools, user experience Source: @TiffanyStJames http://advertiseonabout.com
    31. 31. 5 ways to build trustInteract with customers as partnersAcknowledge and respect consumers’ processesSupport consumers after interactionDemonstrate an understanding that consumers’ lives changeBuild engagement by using every opportunity to solveconsumers’ large and small challenges Source: @TiffanyStJames http://advertiseonabout.com
    32. 32. It’s change management Photo source: http://www.eoslifework.co.uk/Images/pitfig1.gif @TiffanyStJames
    33. 33. We need new models AIDA is 100 years oldPicture Source: http://bit.ly/AIDAsocial @TiffanyStJames
    34. 34. Strategic comms process with digital steps @TiffanyStJames
    35. 35. Framework @TiffanyStJames
    36. 36. Accessibility to good content • Make your content palatable, digestible and bite-sized • On multiple devices • Make it shareablePhoto source: http://www.daltonagency.com/?p=7836: • East to interact @TiffanyStJames
    37. 37. Rebuttal Source: http://bit.ly/AAprocess
    38. 38. Your progress in customer-centric servicesFrom tomorrow:•Share the conversations, connections and insight from today•Look closely at your digital customer offer•Consider if you need more support in establishing online trust, data security•Are your Legal / IT / HR teams doing all they can to support this agenda?•Consider what do you need to do next @TiffanyStJames
    39. 39. Your communications should… Inform Inspire Engage Educate @TiffanyStJames
    40. 40. Resources• How to find your digital stakeholders: here• Media Landscape in Twitter 2012: here• The Democratic Society: here• GDS Less about identity more about trust: here• Consumer Trust report: here @TiffanyStJames
    41. 41. Thank you, let’s keep talking… Tiffany St James Social Media Strategist tiffany@stimulationltd.co.uk This presentation is available to download at: http://slideshare.net/tiffanystjames @TiffanyStJames
    42. 42. Digital: • strategy • training programmes • social engagement • amplification
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