New media in public sector communications Simon Wakeman Head of Marketing

podcasting

create a new two-way communication channel for young people in Medway get young people actively involved in producing the podcast help the organisation learn about podcasting as a communications tool objectives

create a new two-way communication channel for young people in Medway

get young people actively involved in producing the podcast

help the organisation learn about podcasting as a communications tool

equipment

don’t underestimate time investment accessibility pick the best technology we learnt…

don’t underestimate time investment

accessibility

pick the best technology

social networks

more than just an online billboard invest time in interacting and responding need to offer value to community social networks effective for issues that people actually care about? we learnt…

more than just an online billboard

invest time in interacting and responding

need to offer value to community

social networks effective for issues that people actually care about?

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

to provide interesting content to maximise shareability to be human to monitor and respond we’re learning…

to provide interesting content

to maximise shareability

to be human

to monitor and respond

social media relations

role of social media monitoring in issues management be ready to engage when appropriate we needed to think about how to deal with this kind of thing... we learnt…

role of social media monitoring in issues management

be ready to engage when appropriate

we needed to think about how to deal with this kind of thing...

social media relations

influencing reputation through direct two-way social media communications

influencing reputation through direct two-way social media communications

influencing reputation through direct two-way social media communications

three steps to effective social media relations

1. Monitoring

the local online audit

effective online monitoring

place names people’s names (members, staff, community) key issues and identified risks campaign-specific terms what to monitor

place names

people’s names (members, staff, community)

key issues and identified risks

campaign-specific terms

www.google.com/alerts

www.tweetbeep.com search.twitter.com

www.technorati.com www.blogpulse.com

www.icerocket.com www.backtype.com www.socialmention.com

bit.ly/UJJP boardreader.com

www.facebook.com/search but...

2. Assessment

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? size of community/group involved rate of growth relative influence

size of community/group involved

rate of growth

relative influence

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? size of community/group involved rate of growth relative influence

size of community/group involved

rate of growth

relative influence

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? size of community/group involved rate of growth relative influence of group

size of community/group involved

rate of growth

relative influence of group

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? who’s involved? relative influence (offline / online) position in network?

who’s involved?

relative influence (offline / online)

position in network?

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? who’s involved? relative influence (offline / online) position in network?

who’s involved?

relative influence (offline / online)

position in network?

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? who’s involved? relative influence (offline / online) position in network?

who’s involved?

relative influence (offline / online)

position in network?

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? who’s involved? relative influence (offline / online) position in network? ...but what about customer service and link to reputation?

who’s involved?

relative influence (offline / online)

position in network?

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? the bigger picture fit with protocols / rules consistency with other channels

the bigger picture

fit with protocols / rules

consistency with other channels

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? the bigger picture fit with protocols / rules consistency with other channels

the bigger picture

fit with protocols / rules

consistency with other channels

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? the bigger picture fit with protocols / rules consistency with other channels

the bigger picture

fit with protocols / rules

consistency with other channels

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? how could you respond? what channels do you have available? can you respond in time?

how could you respond?

what channels do you have available?

can you respond in time?

SCALE / TREND? WHO? CONTEXT? ABILITY TO RESPOND? } Ignore Monitor and review Respond

Ignore

Monitor and review

Respond

3. Action

PROTOCOLS ROLES CHANNELS clear, understood social media policy for staff (at work and at home) agreed system for social media relations

clear, understood social media policy for staff (at work and at home)

agreed system for social media relations

PROTOCOLS ROLES CHANNELS roles responsible for social media relations? skills and competencies effective links with other teams

roles responsible for social media relations?

skills and competencies

effective links with other teams

PROTOCOLS ROLES CHANNELS in public or in private? existing council social media presences be ready for the conversation...

in public or in private?

existing council social media presences

be ready for the conversation...

disruption of traditional hierachies/elites digitally-enabled community groups duty to involve / promote democracy more collaborative and participative future for local government more than just communications

disruption of traditional hierachies/elites

digitally-enabled community groups

duty to involve / promote democracy

more collaborative and participative future for local government

[email_address] +44 (0) 7771 701902 twitter: simonwakeman