The document discusses how local councils can use social media in 2011 and beyond for customer engagement, contact, and service. It outlines how social media can be used to engage citizens about public services, sort out problems, and inevitably raise customer service issues as expectations change. The document also highlights some benefits of social media for councils, such as channel shift and reduced avoidable contact, but notes some considerations like privacy, data concerns, and authentication.
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Social customer service
1. Contact,
engagement and
customer service in
2011 and beyond
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The Social Council
Ingrid Koehler,
LG Improvement
and Development
Monday, 31 January 2011
2. The Social Council
Contact and engagement in 2011
and beyond
Ingrid Koehler, LG Improvement
and Development
Monday, 31 January 2011
4. But you can change what
people put in them
some councils are using social media to
engage with citizens about public services
Monday, 31 January 2011
5. And you can sort
problems
Problem
Solution
these will inevitably raise customer service
issues
Monday, 31 January 2011
6. Your world is social
My friends
1994
ø
real world online
the world is changing,‘real world’ and
online worlds are merging for more people
Monday, 31 January 2011
7. Your world is social
My friends
1995
real world online
Monday, 31 January 2011
8. Your world is social
My friends
1996
real world online
Monday, 31 January 2011
9. Your world is social
My friends and colleagues
2006
real world online
although I’m an early adopter, more
people are joining in. Social media use is
rising fastest among ‘older’ groups.
Monday, 31 January 2011
10. Your world is social
My friends and colleagues
2011
real world online
As more people have overlapping connections,
the more important your presence in social
networking is
Monday, 31 January 2011
12. Selling with social
• brand advocates
• reputation management
• advertising through engagement
• using the power of networks and
recommendations
• keeping customers sweet
but using social media in councils is
different
Monday, 31 January 2011
13. Celebrating employee engagement and
communication
Councils must explore federated
comms and customer services
Monday, 31 January 2011
14. The soft sell
Tennessee tourism,
> 114,000 likes
Coventry
> 16,000 likes
Monday, 31 January 2011
17. Public sector feedback
people are already using other means to
report problems, praise or discuss issues,
you need to be a part of that
Monday, 31 January 2011
18. ...on the go
smart phone penetration still low, but
growing...and anyone can develop an app
Monday, 31 January 2011
23. Unified strategy
Communications Customer Service
Frontline service
Consultation and
engagement
Councillors
social citizen engagement is a cross-council
approach
Monday, 31 January 2011
24. But there are big
benefits
• Channel shift, but important to get basic
web services right
• Avoidable contact
• Extending your reach
• Increased satisfaction in self-service
• Faster resolution
Monday, 31 January 2011
25. ...and some things to
think about
• privacy and data concerns
• tracking and monitoring
• CRM integration
• authentication - from both citizen and
council
Monday, 31 January 2011