21% of Facebook users are over 55 yrs oldFacebook: 59%Linked In: 12%Netlog: 12%Twitter: 8%Insites research in November 2011
Social media is not only cmmunicationIt should be through the whole company (link different depts)
Bloggers talked about the event
Possibility to share but NO SOME presence
Quelquesgroupesfermésrassemblant des pompierslocaux
Twitter seems to be favored over Facebook
ContentTone of voiceImportant to find the right platform: Twitter very popular with public services but not very used yet in BE
CIRB social media & public services
PUBLIC SERVICES & SOCIAL MEDIA A perfect match or a growing relationship? 12 December 2011
Agenda 1 The advent of Social Media: rise of the communities 2 Social Media in a communication plan: where does it belong? 3 Communities? What about public services 4 Social Media offers public services during crisis, but who is behind it? 5 Public Services on Social Media: what can of presence today?
The advent of Social Media: RISE OF THE COMMUNITIES1
Before 1989:companies CONTROLLED their communication closely via PR & Marketing 1989 The Internet Now, EVERYBODY can share their experiences and their (dis)satisfaction. It can’t be controlled anymore.
What happened during the last 10 years?A Consumer Revolution
Word of mouth is now global. Everyone has an opinionUser-generated contenton sites : reviews Bloggers tests Dedicated blogs
SOCIAL MEDIA IS A REALITY Social Media is here to stay It can be a threat but is mainly an opportunity BUT it requires a lot of work! Social Media reinvents the concept of consumers’ voice and enables the power of conversation
What does it represent in Belgium?Social Media inNumbers
5,2 millions of Belgians use Social Media = 64% of the population.Age on Facebook Social Media in Belgium Facebook Over 55 Linked In Under 55 Netlog Twitter
Social Media in a Communication plan WHERE DOES IT BELONG?2
The truth is that successfulSocial Media planning can be ashard as crossing the world’smost difficult roundabout
Businesses benefit mostfrom a structuredapproach
Differentiating between various media types OWNED RENTED EARNED MEDIA MEDIA MEDIA Websites, corporate blog, Display ads, paid twitter, facebook, blogs, forum twitter account, facebook search, sponsoships, Rented s, review group, YouTube Email lists, ... sites, Youtube, Flickr, Digg...Channel, brand community, ...
Social Tactics To Grow a Business MEDIA YOU OWN MEDIA YOU RENT MEDIA YOU EARN Private research community LISTENING Website surveys (pop-up) Online Focus Groups Social Media Monitoring Campaign Launch: TALKING + Website, blog, Twitter/FB account, Viral campaignsRESPONDING own Email list, Brand community E-reputation management Display ads, Sponsorship Paid search Rented Email lists Branded profile skins (Netlog) Ambassador identification Member-get-Member platformENERGIZING Branded blog platform Social buttons (Facebook Share, Connect) PEER Collaborative webcare platform, Outsourced supportSUPPORTING wiki Custom platform forEMBRACING Crowdsourced innovation Out -+ Crowdsourced innovation
Public servicesSOCIAL, COMMUNITY -----> perfect fit for Social Media, right?
1 Communicate directly with citizens: 2- way conversationsSOCIAL Build strong communities both online and 2MEDIA off lineALLOWS 3 Be there when and where you are neededYOU TO 4 Offer great service on a daily basis, not just during crisis.
So, Public Services are a hit on Social Media, right?... Right? No!
The problem? WHAT DO WE TALK ABOUT ON A REGULAR BASIS?
Social media, Public Services & Crisis WHO IS BEHIND IT?4
Whenever there is a CRISIS, itthen seems obvious to use SocialMedia but without prior presenceit is very difficult to be effective.
Pukkelpop 2011: a storm hits thefestival. A stage collapses.Communication lines are off.Festival-goers are stuck in Hasselt
While Blackberry’s IM system was blamedfor helping looters get organised, thecitizens’ response was to share real timeinformation via Social Media and laterorganise the clean-up.WHERE WERE THE PUBLIC SERVICES?
The Met’s response?Ask citizens to post pictures of looters on their FlickR account so they could bepunished…a few weeks later
Whenever there is a problem that touchesthe general population, Social Media allowsreal-time communication toINFORM, HELP, ADVISE and REASSUREcitizens. It is a powerful tool that should beembraced by public services.
Belgian Public Services on Social Media WHAT KIND OF PRESENCE?5