All I&R is Conversation: Social media for service delivery


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  • The Dalai Lama often says, “I haven’t come to the West to make one or two more Buhhists, but simply to share my experience of the wisdom that Buddhism has developed over the centuries.” And at the end of his lectures he always adds, “If you find anything I said useful, make use of it. Otherwise, just forget it!”“I am nothing, I know nothing”I’m the director of Online Services and Innovation for 211info in Portland
  • All markets are conversations - Cluetrain manifesto, Doc SearlsUsed to start with marketing places, industrial revolution came along and we were able to treat workers like a mass of interchangeable widgets for scale, then producers realized the efficiency of treating customers like a mass and thus the industrial age markets were born and with it averts. The point of the manifesto is to say that the Internet is a return to conversation based markets. Social media in particular allows or forces us, depending on you perspective, to treat customers like the small market shop keeper of years past. And we even see the return of an emphasis in local business lead by our food markets. Yet, there are still nations of the old industrial model holding on. Some, because of profit motives but mostly because of habit. And habits are heard to break. Just like in marketing, information and referral and many of its leaders were born with a habit of viewing information in an industrial manner. Yet, we have an advantage of maintaining to a certain degree the core of conversation. What social media and the Internet allow us to do, essentially is maximize what we do best as an industry. 
  • So I like to make a case that ALL information and referral is conversation - not just the work we may do on the phones. Ever way in which we interact with people seeking services and every way in which we gather information from service providers is maximized in benefit when we make it a conversation. In three years at 211 I have seen connection through conversation as both our greatest stregthn and greatest weakness. For clients - connect with us is everything. Yet too many people like the service provider community, community leaders and decision makers or the general public don't see us in that light. They don't know about our conversations. We always say the best way to get people to understand what we do is to come in to the office and hear the conversations we have with clients. I argue you shouldn't have no come in to experience our exceptional conversation skills. i think we turn every aspect of our organization into a conversation and people will innately "get it" - that's my fiends supports both a marketing goal and a service delivery goal. That's the beauty of conversation. 
  • Conversations are at the heart of social media technology But our social nature is what drove social media. As we all know we have been social long before social media existed. Just like a desire to eat has driven us to cook better and our desire as hunters, gathers and adventures has driven us to explore other worlds, our desire for social interaction has driven us to create the social media crazy Internet environment of today. So How does being social change behavior?Judges NewspapersPregnant girls ----- Meeting Notes (10/3/12 15:34) -----We are left to respond to respond to these social aspects, new technology and changing markets.
  • So all products and I&R and markets are conversations. Social media is popular and social rewards and interactions have correlations to behavior change. This is all great. But the question, critique or whatever I have gotten most in the past – though it has dissipated over the years – is social media is great but what if we don’t have time. We are are low on time, money and people. Social media is nice but is it necessary?The answer to “is this necessary” is why I want to talk about social media for services delivery. The first reason why it might be necessary is to get information to people who need it. But to be honest social media wouldn’t be my first second or third priority for most of the people who need our services. Texting for instance is something I’d invest in far before a social media for direct client interactions infrastructure. In fact, that’s the direction I’ve directed our agency. Flooding story?There are practical demands being put on I&R every day that were not ever put on us. We are under greater pressure to deliver real time information. It used to be unanimous - people were thrilled that we had the static information we had - phone numbers, addresses, hours, eligibility, etc. No increasingly we are hearing that people have google for that stuff what they want is details they can't find on a website. What they want is real time information, breaking tips and insider perspectives. That's the culture we live in - an impatient one - and I&R is not immune. Facing this reality as well as a system desire to break down silos, share knowledge and highlight connections between health, social services and mental health our previous way of interacting with information is insufficient. We are facing this problem in a very real way. We have 7 or eight people in our office doing database work. We have 8 or 10 across the state - various FTE not full-time - but still. This is far more people than we've ever had doing this work and they still can't keep up. Not even close. And we are facing the reality that if we hired 10 more people - with money we don't' have - we still wouldn't have enough bodies to gather information. Practically - we need an army of people. But as it so happens there are hundred, if not thousands of people out there willing to help. That's where conversations come in.----- Meeting Notes (10/3/12 15:34) -----What really are we geeting from it?I&R is not imaune…flooding story
  • Establish the larger value - If all I&R are conversations then people need something to talk about. Conversation, by their nature need a social object, they need that thing to talk about. Said they would put name in paper advertising their decrease of use – then didn’t – good trends still happen because associatedStory of the newspaper     Jonathan Haidt & GerogeLakoff     Care/harm for others, protecting them from harm.Fairness/cheating, Justice, treating others in proportion to their actions, giving them their "just desserts".[9][10] (He has also referred to this dimension as Proportionality.)Liberty/oppression, characterizes judgments in terms of whether subjects are tyrannized.Loyalty/betrayal to your group, family, nation. (He has also referred to this dimension as Ingroup.)Authority/subversion for tradition and legitimate authority. (He has also connected this foundation to a notion of Respect.)Sanctity/degradation, avoiding disgusting things, foods, actions. (He has also referred to this as Purity.)----- Meeting Notes (10/3/12 15:34) -----jon haidt - first draft
  • KEA affect why we love the things we buildWhen instant cake mixes were introduced in the 1950s as part of a broader trend to simplify the life of the American housewife by minimizing manual labor, housewives were initially resistant: the mixes made cooking too easy, making their labor and skill seem undervalued. As a result, manufacturers changed the recipe to require adding an egg; while there are likely several reasons why this change led to greater subsequent adoption, infusing the task with labor appeared to be a crucial ingredient.Participants either inspected an IKEA pre-built box or assembled it themselves.  Afterward, they were asked to bid on the box they had either seen or built.  If their bid was above a random number, they would pay that amount to keep the box; if it was lower, they couldn’t keep it.  Participants were also asked to self-report on the value of the box.  An effect was found in both cases; on average, participants bid 62% more when they built the box versus when they simply inspected it.  On average, participants also self-reported liking the self-built box more than the inspected boxes.-Upside of irrationality
  • PotentialConversations, shared values, building things = internet >> Facebook - Establish this a venue for that, ask questions loaded with sharable and likable content - don't rely too heavily on FB tho because of new filtersTwitter - RTs, causebasedlanguge, content isn't kind sharing and be generous #1Email - set expectation, distributor information for a cause, give power to people, reward peopleWebsite - make it obvious how to contact you, reward those who updateMeasure minute specifics - I want to increase participation rate on Facebook comment section, I want to get more resources suggested to me via email, I want to get more RTs, etc. Strugglestrouble with resource dept and public interactInfrastructure - database not set up for that----- Meeting Notes (10/3/12 15:34) -----use exisitng conversation to crete your ownconversations with close alies
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  • All I&R is Conversation: Social media for service delivery

    1. 1. All I&R is conversation: Social media for service delivery. Matt Kinshella, 211info, Oregon NW AIRS 2012, Seattle, WA
    2. 2. Matt Kinshella | | @mkinshella
    3. 3. I&R ^All markets are conversations. Matt Kinshella | | @mkinshella
    4. 4. Matt Kinshella | | @mkinshella
    5. 5. Take a few minutes…to write down the three best examples of social mediaconversation by social good organizations.Brownie points for behavior change examples. Matt Kinshella | | @mkinshella
    6. 6. Matt Kinshella | | @mkinshella
    7. 7. What are information overload challenges you face? Small Medium Large groups 10 minutes Matt Kinshella | | @mkinshella
    8. 8. Care/harmFairness/cheatingLiberty/oppressionLoyalty/betrayalAuthority/subversionSanctity/degradation Matt Kinshella | | @mkinshella
    9. 9. Matt Kinshella | | @mkinshella
    10. 10. Matt Kinshella | | @mkinshella
    11. 11. In your group, what arepotential, realistic things youcan do to bring socialaspects to yourinformation?What are some potentialstruggles? Matt Kinshella | | @mkinshella
    12. 12. Matt Kinshella | | @mkinshella
    13. 13. Matt Kinshella | | @mkinshella
    14. 14. Own your own, write aplan for the next 3months.Questions andconversations? Matt Kinshella | | @mkinshella
    15. 15. Keep the conversationgoing:• @mkinshella•• Tweet with the hashtag #NWAIRSConvo•• edia/ or Matt Kinshella | | @mkinshella