New media in public  sector communications Simon Wakeman Head of Marketing
 
podcasting
 
<ul><li>  </li></ul><ul><li>create a new two-way communication channel for young people in Medway </li></ul><ul><li>get yo...
equipment
 
<ul><li>  </li></ul><ul><li>don’t underestimate time investment </li></ul><ul><li>accessibility </li></ul><ul><li>pick the...
social networks
 
 
 
<ul><li>  </li></ul><ul><li>more than just an online billboard </li></ul><ul><li>invest time in interacting  and respondin...
 
 
twitter
Medway Council 100
Medway Council RSPB 100 765
Medway Council RSPB SCC 100 765 478
Medway Council RSPB SCC 100 765 478 1243 people
Medway Council RSPB SCC
<ul><li>  </li></ul><ul><li>to provide interesting content  </li></ul><ul><li>to maximise shareability </li></ul><ul><li>t...
social media relations
 
 
 
 
 
 
 
<ul><li>  </li></ul><ul><li>role of social media  monitoring in issues management </li></ul><ul><li>be ready to engage whe...
  social media relations
influencing reputation through direct  two-way social media communications
influencing reputation through  direct   two-way social media communications
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Presentation to CIPR local public services conference - October 2009

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Presentation to CIPR local public services conference - October 2009

  1. 1. New media in public sector communications Simon Wakeman Head of Marketing
  2. 3. podcasting
  3. 5. <ul><li>  </li></ul><ul><li>create a new two-way communication channel for young people in Medway </li></ul><ul><li>get young people actively involved in producing the podcast </li></ul><ul><li>help the organisation learn about podcasting as a communications tool </li></ul>objectives
  4. 6. equipment
  5. 8. <ul><li>  </li></ul><ul><li>don’t underestimate time investment </li></ul><ul><li>accessibility </li></ul><ul><li>pick the best technology </li></ul>we learnt…
  6. 9. social networks
  7. 13. <ul><li>  </li></ul><ul><li>more than just an online billboard </li></ul><ul><li>invest time in interacting and responding </li></ul><ul><li>need to offer value to community </li></ul><ul><li>social networks effective for issues that people actually care about? </li></ul>we learnt…
  8. 16. twitter
  9. 17. Medway Council 100
  10. 18. Medway Council RSPB 100 765
  11. 19. Medway Council RSPB SCC 100 765 478
  12. 20. Medway Council RSPB SCC 100 765 478 1243 people
  13. 21. Medway Council RSPB SCC
  14. 22. <ul><li>  </li></ul><ul><li>to provide interesting content </li></ul><ul><li>to maximise shareability </li></ul><ul><li>to be human </li></ul><ul><li>to monitor and respond </li></ul>we’re learning…
  15. 23. social media relations
  16. 31. <ul><li>  </li></ul><ul><li>role of social media monitoring in issues management </li></ul><ul><li>be ready to engage when appropriate </li></ul><ul><li>we needed to think about how to deal with this kind of thing... </li></ul>we learnt…
  17. 32.   social media relations
  18. 33. influencing reputation through direct two-way social media communications
  19. 34. influencing reputation through direct two-way social media communications
  20. 35. influencing reputation through direct two-way social media communications
  21. 36. three steps to effective social media relations
  22. 37. 1. Monitoring
  23. 38. the local online audit
  24. 39. effective online monitoring
  25. 40. <ul><li>  </li></ul><ul><li>place names </li></ul><ul><li>people’s names (members, staff, community) </li></ul><ul><li>key issues and identified risks </li></ul><ul><li>campaign-specific terms </li></ul>what to monitor
  26. 41. www.google.com/alerts
  27. 42. www.tweetbeep.com search.twitter.com
  28. 43. www.technorati.com www.blogpulse.com
  29. 44. www.icerocket.com www.backtype.com www.socialmention.com
  30. 45. bit.ly/UJJP boardreader.com
  31. 46. www.facebook.com/search but...
  32. 47. 2. Assessment
  33. 48. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>size of community/group involved </li></ul><ul><li>rate of growth </li></ul><ul><li>relative influence </li></ul>
  34. 49. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>size of community/group involved </li></ul><ul><li>rate of growth </li></ul><ul><li>relative influence </li></ul>
  35. 50. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>size of community/group involved </li></ul><ul><li>rate of growth </li></ul><ul><li>relative influence of group </li></ul>
  36. 51. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>who’s involved? </li></ul><ul><li>relative influence (offline / online) </li></ul><ul><li>position in network? </li></ul>
  37. 52. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>who’s involved? </li></ul><ul><li>relative influence (offline / online) </li></ul><ul><li>position in network? </li></ul>
  38. 53. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>who’s involved? </li></ul><ul><li>relative influence (offline / online) </li></ul><ul><li>position in network? </li></ul>
  39. 54. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>who’s involved? </li></ul><ul><li>relative influence (offline / online) </li></ul><ul><li>position in network? </li></ul>...but what about customer service and link to reputation?
  40. 55. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>the bigger picture </li></ul><ul><li>fit with protocols / rules </li></ul><ul><li>consistency with other channels </li></ul>
  41. 56. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>the bigger picture </li></ul><ul><li>fit with protocols / rules </li></ul><ul><li>consistency with other channels </li></ul>
  42. 57. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>the bigger picture </li></ul><ul><li>fit with protocols / rules </li></ul><ul><li>consistency with other channels </li></ul>
  43. 58. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? <ul><li>how could you respond? </li></ul><ul><li>what channels do you have available? </li></ul><ul><li>can you respond in time? </li></ul>
  44. 59. SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? } <ul><li>Ignore </li></ul><ul><li>Monitor and review </li></ul><ul><li>Respond </li></ul>
  45. 60. 3. Action
  46. 61. PROTOCOLS ROLES CHANNELS <ul><li>clear, understood social media policy for staff (at work and at home) </li></ul><ul><li>agreed system for social media relations </li></ul>
  47. 65. PROTOCOLS ROLES CHANNELS <ul><li>roles responsible for social media relations? </li></ul><ul><li>skills and competencies </li></ul><ul><li>effective links with other teams </li></ul>
  48. 66. PROTOCOLS ROLES CHANNELS <ul><li>in public or in private? </li></ul><ul><li>existing council social media presences </li></ul><ul><li>be ready for the conversation... </li></ul>
  49. 67. <ul><li>  </li></ul><ul><li>disruption of traditional hierachies/elites </li></ul><ul><li>digitally-enabled community groups </li></ul><ul><li>duty to involve / promote democracy </li></ul><ul><li>more collaborative and participative future for local government </li></ul>more than just communications
  50. 68. [email_address] +44 (0) 7771 701902 twitter: simonwakeman

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