What's a government department doing on Twitter?

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Slides supporting talk to the College Marketing Network on 23-Nov-09

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  • Embracing changing media consumption trends Every day, half of teenagers use instant messaging, a third visit YouTube and a quarter use social networking sites Engaging with the online debate Public debate about direction of HE, fees review, e-learning Specialist discussions between practitioners (e.g. about IP) More networked, collaborative policymaking Ensuring policy officials engage with online communities Identifying the policy problems where community input can help Providing tools, incentives and objectives for students, bloggers etc to self-organise as activists and address problems themselves
  • What's a government department doing on Twitter?

    1. 1. What’s a government department doing on Twitter? How social media helps BIS to listen, discuss and promote Steph Gray, Head of Digital Communications [email_address] 020 3300 8166
    2. 2. Believe it or not, it’s not all about Twitter…
    3. 3. Digital communications at BIS
    4. 4. But also…
    5. 5. Social media = conversations
    6. 6. Profiles Self-publishing Networks Sharing Comments Reuse
    7. 7. Photo credit: Howard.Gees on Flickr
    8. 8. How many 16-19 year olds regularly watch videos from YouTube? <ul><li>33% </li></ul><ul><li>66% </li></ul><ul><li>75% </li></ul>Source: Forrester for DIUS, Aug 2008
    9. 9. How many 16-19 year olds regularly watch videos from YouTube? <ul><li>33% </li></ul><ul><li>66% </li></ul><ul><li>75% </li></ul>Source: Forrester for DIUS, Aug 2008
    10. 10. What proportion of young people have friends over while they use the internet? <ul><li>20% </li></ul><ul><li>40% </li></ul><ul><li>55% </li></ul>Source: Forrester for DIUS, Aug 2008
    11. 11. What proportion of young people have friends over while they use the internet? <ul><li>20% </li></ul><ul><li>40% </li></ul><ul><li>55% </li></ul>Source: Forrester for DIUS, Aug 2008
    12. 12. How many 13-15s regularly post reviews of products and services online? <ul><li>10% </li></ul><ul><li>40% </li></ul><ul><li>55% </li></ul>Source: Forrester for DIUS, Aug 2008
    13. 13. How many 13-15s regularly post reviews of products and services online? <ul><li>10% </li></ul><ul><li>40% </li></ul><ul><li>55% </li></ul>Source: Forrester for DIUS, Aug 2008
    14. 14. What proportion of employers use wikis for business purposes? <ul><li>12% </li></ul><ul><li>34% </li></ul><ul><li>50% </li></ul>Source: Jigsaw for DIUS, Apr 2009
    15. 15. What proportion of employers use wikis for business purposes? <ul><li>12% </li></ul><ul><li>34% </li></ul><ul><li>50% </li></ul>Source: Jigsaw for DIUS, Apr 2009
    16. 16. How many employers said: “These kinds of services encourage timewasting”? <ul><li>37% </li></ul><ul><li>54% </li></ul><ul><li>81% </li></ul>Source: Jigsaw for DIUS, Apr 2009
    17. 17. How many employers said: “These kinds of services encourage timewasting”? <ul><li>37% </li></ul><ul><li>54% </li></ul><ul><li>81% </li></ul>Source: Jigsaw for DIUS, Apr 2009
    18. 18. Why this matters <ul><li>Changing media consumption trends </li></ul><ul><li>News, debate, events moving online </li></ul><ul><li>Trust in peers, rather than marketing </li></ul><ul><li>Customers talk, campaigns mobilise faster </li></ul><ul><li>People want to be heard </li></ul><ul><li>Do more with less, faster, broader (etc) </li></ul>
    19. 19. Digital engagement = public service use of social media to discuss ideas with customers & partners, deliver information and services, or prompt action
    20. 20. Just another channel… but a two-way channel. With new benefits and risks… which puts more control in the hands of individuals, rather than organisations
    21. 21. Listening and identifying Gathering and understanding Designing solutions & building support Extending communications and supporting delivery Sustaining relationships and tracking progress
    22. 22. Our website Directgov & Bus. Link Our intranet PRIVATE PUBLIC, MANAGED PUBLIC, INFLUENCED Corporate social media Online collaboration spaces Our partners’ networks Our audiences’ networks
    23. 23. Listening Reading blogs, searching social networks, subscribing to feeds Explaining Publishing documents and data, uploading podcasts and photos Engaging Commenting in forums, blogging, answering questions Convening Developing partnerships, drafting documents, facilitating 3rd party activity
    24. 24. URL: netvibes.com/bisgovuk
    25. 25. URL: twitter.com/LordDrayson URL: audioboo.fm/profile/lorddrayson
    26. 26. URL: interactive.dius.gov.uk/innovationnation
    27. 27. URL: bis.gov.uk/creditconsultation
    28. 28. URL: bis.gov.uk/creditconsultation
    29. 29. URL: bis.gov.uk/creditconsultation
    30. 30. URL: thelearningrevolution.ning.com
    31. 31. URL: direct.gov.uk/sciencesowhat
    32. 32. URL: direct.gov.uk/sciencesowhat
    33. 33. URL: direct.gov.uk/sciencesowhat
    34. 34. URL: direct.gov.uk/sciencesowhat
    35. 35. URL: thestudentroom.com/maturestudents
    36. 36. URL: altogethernow.ning.com
    37. 38. <ul><li>Interactive websites need interactive organisations </li></ul><ul><li>Focus on the content, not the platform </li></ul><ul><li>Be honest about purpose, scope and boundaries </li></ul><ul><li>Moderate sensitively and respond openly </li></ul><ul><li>Fun, simple, timely beats slick, clever, slow </li></ul>Lessons learned
    38. 39. So what does this mean for colleges?
    39. 40. Listen to what’s being said about you & develop a process to reply
    40. 41. Match right tools to the job URL: http://slurl.com/secondlife/CNWL/56/163/26/?title=CNWL Sandbox URL: http://twitter.com/gloscol
    41. 42. Find & cultivate your community URL: http://www.facebook.com/solihullsixthform
    42. 43. URL: http://wwh.lincoln.ac.uk/universityoflincoln Solve problems in the open
    43. 44. <ul><li>Try out Twitter: FE colleges: http://twitter.com/EMPRA/uk-fe-colleges </li></ul><ul><li>Set up a Google Alert or Netvibes page for your college: http://www.google.com/alerts http://netvibes.com </li></ul><ul><li>Look at some public sector social media examples: http://sandbox.bis.gov.uk/digitalgovuk </li></ul><ul><li>Resources about Web 2.0 in FE & HE from JISC: http://www.jisc.ac.uk/whatwedo/topics/web2 </li></ul><ul><li>I write a personal blog about these issues: http://blog.helpfultechnology.com </li></ul>What now?

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