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IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
IPA (Inst Public Admin) Annual General Meeting 2010
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IPA (Inst Public Admin) Annual General Meeting 2010

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  • BT is a huge, traditional, bricks a mortar company in a high tech world The historical opinion is that total control must be imposed on all comms. The reality is that most people use, LinkedIn, Facebook, Twitter, blogs, email and youtube. Opinion and statements are already getting out. We are harnessing the existing behaviour and allow staff to connect
  • Students at YSE in 2009 project predicted X-factor outcome based on tracking social media tweets. Ben McRedmond (17) and Patrick O’Doherty (16), two fifth years from Gonzaga College, Dublin demonstrated the power of their social networking analysis system, We Predict, at the BT Young Scientist and Technology Exhibition. It was developed over more than five months and is based on storing and studying a growing database of 24.5 million tweets which hold clues about what people are thinking. 1%age point
  • Irish times has 100,00 circulation 300,000 readers
  • Avoid trolls and getting sucked in to unproductive discussions
  • Everything from tax returns to passport application guides. Guitar cost €1,000
  • Impossible to do Everything – not a corporate market niche. Mobile devices will be ubiquitous and the pre-eminent form of social media Facebook s a poor match for government Listen first, pick your debates and listen to staff Cannot impose strictures, need to ‘let go’ a little and experiment. If mistakes are made, admit and modify, move on Acknowledge the early adopters within gov, and leverage, not silo them. Identify the best-fit employees, with interest, performance and policy knowledge First listen, trawl, identify self-organizing groups, in health, education, safety, interests Support and monitor individual activity, rather than impose a hierarchical organization Existing profiles may need to be altered, if they are to connected with public sector activity. Think about operational efficiencies and business busines objects can be achived. This is not just an IT, comms, or campaign activity, as social media becomes more pervasive, departments, such as HR, recruitment, security, training and business units need to contribute to strategy and policies.
  • First, encourage a safe environment for social networking Helps unlock the knowledge and skills internally Many organisations say that searching the web is easier than searching their own internal ssystems. The rules are the same external and internal Helps identify thought leaders and good behaviour and confidence
  • Transcript

    • 1. The Irish Computer Society and the Institute of Public Administration welcome you to the 6 th Annual Public Sector IT Conference 2010
    • 2. <ul><li>Lessons learned in Social Networking Larry Taylor BT Marketing </li></ul>
    • 3. The BT experience of Social Media <ul><li>What is the opportunity? </li></ul><ul><ul><ul><li>Reach generation Y within and without </li></ul></ul></ul><ul><ul><ul><li>Recognise the impact of the social cascade </li></ul></ul></ul><ul><li>How are we doing it </li></ul><ul><ul><ul><li>Listen, Engage and commit a strategy </li></ul></ul></ul><ul><li>What next? </li></ul>
    • 4. A traditional view of social media Only slightly edited Dilbert
    • 5. New Citizens – Generation Y <ul><li>Born between 1978-1995 </li></ul><ul><li>Grew up in the 1990s and 2000s. </li></ul><ul><li>97% own a computer </li></ul><ul><li>97% have downloaded music and other media using peer-to-peer file sharing </li></ul><ul><li>94% own a cell phone </li></ul><ul><li>76% use instant messaging and social networking sites </li></ul><ul><li>75% of college students have a facebook profile and most of them check it daily. </li></ul><ul><li>49% regularly download music and other media using peer-to-peer file sharing </li></ul><ul><li>34% use websites as their primary source of news </li></ul><ul><li>28% author a blog and 44% read blogs </li></ul><ul><li>15% of IM users are logged on 24 hours a day/7 days a week </li></ul><ul><li>8% have confessed to having an online gaming addiction at some point in their life </li></ul><ul><li>Gen Y entering the workforce now </li></ul>
    • 6. Obama election campaign <ul><li>Total penetration of YouTube, MySpace, Flickr, Twitter and Facebook , whose co-founder Chris Hughes worked for the campaign from early 2008 </li></ul><ul><li>They mobilised supporters and organised communities, registering 1.5 million volunteers through myBarackObama.com . </li></ul><ul><li>Raised more money in August 2008 than any presidential candidate in history, during a single month, taking in $66 million. </li></ul><ul><li>Received over $600m, from 3 million people in total. </li></ul>
    • 7. Morning Ireland 14 th Sept 2010 <ul><li>8:45am Brian Cowen’s radio interview is broadcast </li></ul><ul><li>8:55am Politics.ie members begin posting. 3 days later, 7 separate discussions, with up to 5,000 views each </li></ul><ul><li>9:16am Simon Coveney Tweets . Re-tweeted 73 times in 2 days </li></ul><ul><li>9:46am www.boards.ie begins Cowen discussions. >1,000 posts, viewed over 55,000 times in 2 days. </li></ul><ul><li>Afternoon: Parody songs and video posted on Youtube . 150,000 views in 2 days. 270,000 views in 2 weeks </li></ul><ul><li>15 hours following the interview, 457 press articles were published in 26 countries. </li></ul><ul><li>Brian Cowen appears on the Six o’clock news, on the 15 th . </li></ul><ul><li>33 hours between radio interview and 6-1 News </li></ul>
    • 8. Social media cascade Seconds Hours 1 Day 2 Days Number of views Minutes Interview Message boards Tweets Video distribution Taoiseach on 6-1 news
    • 9. Social media cascade
    • 10. Message Boards – boards.ie <ul><li>Seek out the most damaging and provocative threads </li></ul><ul><li>Make contact and identify yourself in your username. E.g. &quot;BT Service Manager“ </li></ul><ul><li>Call yourself by (first) name when responding to messages. I.e. BT Service Manager said &quot;Thanks for your comments, I am working on the issue now and will revert tomorrow. Regards, Larry“ </li></ul><ul><li>Even if the issue cannot be resolved immediately, comment on what steps are being taken to remedy the issue in general </li></ul><ul><li>Take the issue off-line as a call back, or email. Start a private thread if necessary, to capture customer details. </li></ul>
    • 11. Dabs and boards.ie <ul><li>“ It's refreshing to see a representative on (boards.ie) - it certainly gives the impression that our concerns are being heard. “ – Swampthing </li></ul><ul><li>“ Good to see a representative on here, it's very reassuring. I'll be using dabs again in the future“ – Biro </li></ul><ul><li>“ I’d like to thank Larry for taking the time to post here. </li></ul><ul><li>it really does show up Dabs in a better light than it was seen previously in my opinion. Bought a Wacom gfx tablet recently off Dabs as a result.:)” – Virgil </li></ul><ul><li>“ Nice to see some feedback from a dabs employee here. I've got a new build project coming up so I think I'll give Dabs.ie another go and see how it works this time. “ – LoLth (Moderator) </li></ul><ul><li>Agree, it's great to see a bit of representation. “ Terrafirmer (Mod) </li></ul><ul><li>“ I went ahead with the dabs.ie order, in fact I made three separate orders. They did run a credit check with me which was the simple matter of replying to an email, after that each order went through smoothly and they have been amazing. </li></ul><ul><li>I have no qualms about giving them my highest recommendation!” - Ulic </li></ul><ul><li>“ I read the boards dabs threads so was wary of the time spent on the security checking but I did the verified by visa, payed by paypal and had no checks to contend with. It was shipped via UPS from the UK and I had it within a couple of days, nothing but praise for them from me. “ - ekevosu </li></ul>
    • 12. Youtube <ul><li>Broadcast: </li></ul><ul><li>There are over 3,00 existing government channels on Youtube </li></ul><ul><li>BT Thought leadership: </li></ul><ul><li>Graham Sutherland CEO BT Ireland </li></ul><ul><li>Colm O'Neill MD BT Ireland </li></ul><ul><li>Young Scientist Exhibition </li></ul><ul><li>Scan: Check for mood and trends. Also possible for 1 customer to wreak huge damage in a creative way </li></ul><ul><li>&quot;United breaks guitars&quot; was a song recorded and posted to draw attention to a single customer issue. The negative PR was absorbed by 4 million viewers in a few months. Resulted in a 10% drop in share price, or $180M </li></ul>
    • 13. Facebook and Twitter <ul><li>As before, monitor disruptive sites </li></ul><ul><li>Join and contribute, if productive </li></ul><ul><li>Great for gaining widespread support for popular, consumer campaigns </li></ul>
    • 14. Twitter <ul><li>Customer Service Broadcast - </li></ul><ul><li>When in 'emergency', or time-sensitive mode. E.g. outages. Especially unscheduled outages </li></ul><ul><li>When customer cannot connect and web-based service is impossible http://twitter.com/btcare </li></ul><ul><li>Caveat: The 'broadcast' element of specific customer issues is I think, somewhat risky. Individual customer issues are posted for all to see and may be misleading for others to follow, inappropriate for mass consumption and displays all our dirty washing at once. </li></ul><ul><li>Joining 3rd party tweets - Search for disruptive and damaging tweets. E.g. http://topsy.com </li></ul><ul><li>Respond if possible. Be aware that tweets expect to be short and productive. If the issue cannot be resolved, or constructively responded to, DO NOT TWEET. </li></ul>
    • 15. Gartner do s and don’t s for government DO DO NOT Take comprehensive view to all social media policies Just focus on citizens Blur boundaries between personal and public profiles Start with top-down or bottom-up Set up time-limited activities related to events Put strategy before understanding Focus on employees Preach to the converted Accept social norms and allow staff to engage Try to change citizen behaviour Listen to citizen conversations Just create a Facebook page Set expectations Do everything
    • 16. Internal social networking Profile Share Blog
    • 17. How can BT help? <ul><li>Secure your network and prepare for citizen engagement </li></ul><ul><li>Empower your team with the skills and tools </li></ul><ul><li>Audit your exposure on social media </li></ul><ul><li>Listen to the media </li></ul><ul><li>Plan </li></ul><ul><li>Engage </li></ul>
    • 18. Don’t lose control
    • 19. Thank you Larry Taylor, Online Marketing [email_address] http://ie.linkedin.com/in/larrytaylordigital

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