Scottish local authorities social media overview

ENERGISE2-0.COMWest of Scotland Local Authorities Overview of Social Media Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com 25th October, 2011

AgendaHalf hour overview:• The social media landscape (blogs, twitter, podcasts, social networks etc)• Opportunities and challenges• ‘State of Play’ – progress made• ‘Social Media Planning Pays’• Discussion 2 ENERGISE2-0.COM

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Social Media LandscapeBusiness Impact Web 2.0 ApplicationsMindset Open sourceBusiness Intelligence Online Applications/ Web ServicesCustomer Insight and Understanding Social Network SitesCustomer Interaction Social Content – Social BookmarkingEnhanced Customer Experience – Blogs or Weblogs Rich Internet Applications WikisReputation Management Podcasts/ VodcastsSales and Marketing Virtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-create RSS FeedsIT/Software/Applications Mobile Web; Internet TelephonyOperations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global

Potential Benefits of Social Media 6 ENERGISE2-0.COM

Potential Benefits5 main areas:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps) 7 ENERGISE2-0.COM

How important has it become? 8 ENERGISE2-0.COM

Social Media Revolution 9 ENERGISE2-0.COM

Key Things to Remember about Social MediaThe rules of the game have changed 10 ENERGISE2-0.COM

The End of Business as Usual 11 ENERGISE2-0.COM

A conversationnot a broadcastplatform 12 ENERGISE2-0.COM

Key Things to Remember• It’s social – A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet – Conversations are already taking place relevant to your local authority. Are you listening?• Power shift – Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success• Declining effectiveness of traditional marcom approaches – Does anyone listen any more? 13 ENERGISE2-0.COM

‘We (really) are the people’ 14 ENERGISE2-0.COM

Be SocialNew ‘mindsets’ are required tobe successful in social media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM

Key Things to Remember• Pull v push – Consumers/users decide what information they wish to access• New ‘mindsets’ are required – Marketing as a conversation with your customers/network– dialogue not broadcasting – But this is something that most of us are not very good at doing. We prefer ‘telling’ people• SM ‘winners’ and ‘losers’ – ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships 16 ENERGISE2-0.COM

What is Social Media?NOT a broadcast medium. Itsabout listening to and engagingwith customers, partners, yourcommunity, your tribeThis is something we are notvery good at doing. We prefertelling people how good we are 17 ENERGISE2-0.COM

Key Things to Remember• New performance measures – Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship – In a social media era, business success depends on the • Quality of your network • Relationship strength • Ability to leverage• Social media monitoring/performance management tools• The need for new business/marketing models based on networks/engagement/two way dialogue etc 18 ENERGISE2-0.COM

Performance Measurement  Involvement – network/community numbers/quality, time spent, frequency, geography  Interaction – actions they take – read, post, comment, reviews, recommendations  Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc  Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking  Insight – customer insight  Impact – business impactSocial Media Monitoring Tools –Audit, Assess, Impact 19 ENERGISE2-0.COM

The ‘6Is’ Approach Insight and ImpactInfluence Involvement Intimacy Interaction 20 ENERGISE2-0.COM

Social Media: The State of PlayWhere are we? What progresshas been made?Where are we going? Social Media Planning Pays ENERGISE2-0.COM

General ProgressInterest and enthusiasm has grown rapidlyEveryone is now a social media expert Channels are being set upBut a broadcast mentality prevailsLack of strategic planning - leads to problems re ‘mindset’,resourcing, performance measurement, content, customersegmentation etc ENERGISE2-0.COM

Scottish Local Authorities - Progress 23 ENERGISE2-0.COM

Scottish Local Authorities - Progress• 29 out of the 32 local councils in Scotland are active on twitter• 17 out of the 32 councils set up their twitter accounts in 2008/09, 11 in 2010 and one more recently in 2011• The combined number of followers for the 29 accounts is 63,878. The two largest councils, Glasgow and Edinburgh, account for 33 per cent of all followers• The 29 councils have sent a total of 32,485 tweets, an average of 1,120 per council 24 ENERGISE2-0.COM

Scottish Local Authorities - Progress• Only three councils post an average of 5 or more tweets per day. Twenty four councils post twice per day or less• 86 per cent of all posts were ‘plain tweets’ or tweets with ‘links’. Only 4 per cent of tweets were ‘replies’. In 17 councils, over 90 per cent of all posts were ‘plain tweets or replies’• Indicates a broadcast rather than engagement ‘mindset’• Much progress still needs to be made before local authorities in Scotland are leveraging the full potential of twitter as a platform for customer engagement 25 ENERGISE2-0.COM

Practical Adviceand Next Steps toAvoid the Road toNowhere‘Social Media Planning Pays’ ENERGISE2-0.COM

‘Getting There’• Get more involved• Set up a Social Media Monitoring System• Learn more• Develop a strategy• Implement• Monitor 27 ENERGISE2-0.COM

Social Media Monitoring 28 ENERGISE2-0.COM

Social Media Monitoring 29 ENERGISE2-0.COM

Develop a Strategy• What is the overall social media vision for your organization?• What are the key objectives and targets to be achieved?• Who are your customers?• Key Actions and Initiatives• Organisation, Resource and People Issues 30 ENERGISE2-0.COM

In Summary……..’Social Media Planning Pays’ 31 ENERGISE2-0.COM

A Workshop Near You….. 32 ENERGISE2-0.COM

Another Workshop Near You..… 33 ENERGISE2-0.COM

Thank You Questionswww.energise2-0.com 34 ENERGISE2-0.COM

Scottish local authorities social media overview

by Hamill Associates Ltd

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