Web 2.0 and customer service

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This was a presentation I gave at the Public Sector Transformation Summit, 18 March 2010. The presentation includes 4 case studies from Cambridgeshire County Council on the use of social media for …

This was a presentation I gave at the Public Sector Transformation Summit, 18 March 2010. The presentation includes 4 case studies from Cambridgeshire County Council on the use of social media for internal and external communications, behaviour change and community engagement.

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Transcript

  • 1.  
  • 2. Web 2.0 and customer service Michele Ide-Smith 18 March 2010
  • 3.  
  • 4.
    • Social – people sharing, discussing, commenting, forming networks
    • Media – ‘user generated’ content including text, photos, videos, slides, documents, maps…
    What is social media?
  • 5. It’s changing the rules “ the democratisation of information, transforming people from content readers into publishers” Wikipedia (Over 3 million English articles, 262 language versions)
  • 6. Media preferences
  • 7. “ People are having conversations about us, but we are not part of those conversations.”
  • 8. Listen, then engage
    • Listen to what people are saying
    • Then engage in the conversation
  • 9. Monitoring tools
    • http://addictomatic.com/
    • http://search.twitter.com/
    • http://www.google.com/alerts
    • http://ww.socialmention.com/
    • http://www.netvibes.com/
    • http://www.technorati.com/
  • 10. Why use social media?
    • Reach – go to where people are
    • Targeted – specialist networks
    • Timely – update as it happens
    • Transparent – reduce complaints
  • 11. Why use social media?
    • Democratic - empower communities
    • Collaborative – build social capital
    • Human – build trust / relationships
    • Cheap - low cost additional channel
  • 12. 4 practical approaches
    • External communications
    • Campaigns to change behaviour
    • Community engagement
    • Internal communications
  • 13. External communications
  • 14. Central library opening
    • Teaser videos on YouTube showing the new building and facilities
    • Facebook page to build interest and get customer feedback after opening
    • Twitter feed for latest news
  • 15.  
  • 16.  
  • 17. What worked?
    • Great for promoting events and getting feedback afterwards
    • Opportunity for staff and users to post photos after events
    • Enables two-way communication - users express likes and dislikes of the service and library building design, staff respond
  • 18. What worked?
    • Teaser videos kept customers interested despite the delayed opening
    • Also good for promoting events
  • 19. Top tips
    • Respond quickly, politely and courteously
    • Have two people to monitor/moderate in case of absence (share login details)
    • No email notifications from Facebook fan pages so check regularly
    • Get to know the tools and only use tools if appropriate (wall vs. discussions)
  • 20. Lessons learnt
    • Responding quickly increases risk of going ‘off message’ – need to control in political situations
    • Need to ensure you have resources to manage the additional channels
    • Data protection issues – publishing photos or video of young people
  • 21. Campaigns to change behaviour
  • 22. 2009 Elections
    • YouTube – Councillors explain what’s involved in being a Councillor, citizens talk about council services
    • Facebook page - to connect with voters
    • Twitter feed - for ‘as it happens’ results
    • Text messaging
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27. What worked?
    • Interviewed service users about personal stories - showed good customer service
    • Dual benefit from promoting the vote and council services (able to re-use videos)
    • Good visual explanation of services which are less well known
    • DIY approach, therefore cheap!
  • 28. What worked?
    • Timely, useful, updates as the results came in – also integrated with website
    • Used to promote the video interviews
    • Single message – know where your polling station is, how to vote
    • Able to respond to customer queries e.g. where’s my nearest polling station?
  • 29. Lessons learnt
    • Plan / timetable the campaign well – how do social media channels fit together?
    • Don't over do the updates – beware the annoyance factor of sending texts, tweeting too much etc.
    • Traditional posters, press releases and ads are not always the way forward
  • 30. Lessons learnt
    • Have a good brief for any film crew you are using
    • Or source the people needed yourself and have a good plan
    • Have resources to answer questions and interact with customers – social media is two-way not broadcast!
  • 31. Community engagement
  • 32. Wisbech Digital Engagement
    • WordPress site for residents to report neighbourhood issues, suggest ideas and vote on police priorities
    • Partners/residents can blog, post videos
    • Using YouTube and social networking e.g. Facebook to engage communities
  • 33. Tips / Lessons learnt so far
    • Audit use of social media locally and remember to check for use of non-English social networking sites e.g. Gadu-Gadu
    • Find out what sites/tools residents like and dislike e.g. not keen on Twitter
    • Engage active social media users early on (councillors, press, residents)
  • 34. Internal Communications
  • 35. Chief Exec’s Blog
    • Blog based on Microsoft SharePoint
    • Chief Exec updates remotely using Microsoft Word and a Blackberry (mobile)
    • Latest 6 blog posts are displayed on intranet home page
  • 36. Missing slides
    • 2 screenshots removed
  • 37. What works?
    • Most popular internal comms channel
    • Transparency
    • Informal / personable style
    • Staff comments appear immediately
    • Diversity of topics covered in the blog
    • Updated frequently – Mark adds multiple posts per week, up to 6 posts per day!
  • 38. Lessons learnt
    • Technology choice not ideal
      • Not easy to update blog from a Blackberry – can’t add images or format text
      • Can’t embed video or sound clips
    • Staff learn to accept responsibility for their comments
  • 39. Opportunities
    • How can we make the most of social media going forward?
    • What can we learn from best practise?
  • 40.  
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45. As practitioners we need
    • Case studies – social media offers a range of opportunities, but context and usefulness is key (IDeA KnowledgeHub)
    • Support - to embed the use of social media as a mainstream channel - policy, guidance, skills, resource
    • Willingness – to manage risks effectively, try things out, evaluate impact and learn
  • 46. “ The biggest risk is not to get involved.” Euan Semple, social media writer, speaker and consultant “ The important questions aren’t about whether these tools will spread or reshape society but rather how they do so.” Clay Shirky, author, Here Comes Everybody
  • 47. Questions?
  • 48. Photo credits
    • Lego People, Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
    • Library Chairs, James Yardley http://www.facebook.com/#!/photo.php?pid=30390601&op=1&o=global&view=global&subj=106156113195&id=1576013407
    • Polling Station, secretlondon123 http://www.flickr.com/photos/secretlondon/3598534263/
    • Stakeholder Workshop Post-Its, Paul Henderson
    • Smile!, sean-b http://www.flickr.com/photos/sean-b/245744537/