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Cabinet  Social media  workshop  Mel Stevens  Head of Insight Martin Farrell Performance Manager  21st Feb 2012
What is social media? <ul><li>Live chat and web-casting  </li></ul><ul><li>Shareable content, widgets, feeds </li></ul><ul...
It has a distinct culture <ul><li>Societal hunger for authenticity and transparency </li></ul><ul><li>Social media is an i...
It is networking our society <ul><li>The Internet has had a profound effect on society – we have moved from an industrial ...
It is creating new relationships…  <ul><ul><li>The quantity, diversity and locations of  </li></ul></ul><ul><ul><ul><li>pe...
… and opportunities for activism <ul><li>69% of people claim they are interested in how things work in their local area </...
The global landscape <ul><li>The world wide web was born  a) 1991  b)  1993   c)1995 </li></ul><ul><li>What % of the onlin...
The UK landscape <ul><li>48% of all mobile phone sales are smart phones </li></ul><ul><li>Proportion of adults using the i...
The public sector landscape <ul><li>67%  of public bodies that have blocked staff access to social media </li></ul><ul><li...
WSCC staff using social media
West Sussex picture
Hyper local communities growing
Sussex Police case study <ul><li>Social media engagement strategy 2012 </li></ul><ul><ul><li>Embed digital tools into the ...
Not ‘good news’ vs. ‘bad news’ but does it demonstrate what SP want to be known for?
SP Delivery plan <ul><li>Increase visibility and transparency  </li></ul><ul><li>Empower and promote best practice, active...
How SP work: Traffic Light assessment <ul><li>Caution – we’ll assign a dedicated lead for the most complex or contentious ...
Sussex Police  picture
Some reasons for WSCC  going social <ul><li>Opportunities for making localism a reality  </li></ul><ul><li>Enhanced democr...
<ul><li>Advantages </li></ul><ul><li>Extended reach  </li></ul><ul><li>Flexible usage </li></ul><ul><li>Instant  </li></ul...
Discussions and considerations <ul><li>What does living in a network society mean? </li></ul><ul><ul><ul><ul><li>for elect...
Next steps <ul><li>What do we need to start doing now? </li></ul><ul><li>What we could offer  </li></ul><ul><ul><li>1:1 me...
Four common mistakes and how to avoid them Number 1:   Operating   in broadcast mode   <ul><li>How to avoid it… </li></ul>...
Four common mistakes and how to avoid them Number 2:   Thinking message received = message sent   <ul><li>How to avoid it…...
Four common mistakes and how to avoid them Number 3:   Forgetting to be human <ul><li>How to avoid it… </li></ul><ul><li>D...
Four common mistakes and how to avoid them Number 4:   Expect people to come to our spaces <ul><li>How to avoid it… </li><...
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Social media West Sussex County Council Cabinet presentation

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Social media West Sussex County Council Cabinet presentation

  1. 1. Cabinet Social media workshop Mel Stevens Head of Insight Martin Farrell Performance Manager 21st Feb 2012
  2. 2. What is social media? <ul><li>Live chat and web-casting </li></ul><ul><li>Shareable content, widgets, feeds </li></ul><ul><li>Multimedia sharing </li></ul><ul><li>Hyper-local communities </li></ul><ul><li>Social networks </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul>
  3. 3. It has a distinct culture <ul><li>Societal hunger for authenticity and transparency </li></ul><ul><li>Social media is an increasing arena for debate, not simply a tool to communicate into </li></ul>
  4. 4. It is networking our society <ul><li>The Internet has had a profound effect on society – we have moved from an industrial to an information or networked age </li></ul><ul><li>There is a pressure on old ways of working. Think about the millennial generation who have been brought up expecting information and responsiveness to be constantly and immediately available </li></ul><ul><li>People now share opinion, content and data freely. They comment, they influence and they make change happen </li></ul><ul><li>It is changing the concept of news and the speed of reporting of news </li></ul>
  5. 5. It is creating new relationships… <ul><ul><li>The quantity, diversity and locations of </li></ul></ul><ul><ul><ul><li>people we’re able to connect with has </li></ul></ul></ul><ul><ul><ul><li>expanded dramatically </li></ul></ul></ul><ul><ul><li>It’s easier to extend spheres of influence and include people you’d like to meet, or would like to know better </li></ul></ul><ul><ul><li>Social currency (social capital) is gained by having large networks that are loosely organized and not particularly intimate </li></ul></ul><ul><ul><li>“ strength of weak ties” - high value of relatively superficial relationships. They connect us to resources, information and ideas we would otherwise not know e.g. crowdsourcing the best information to solve particular business issues </li></ul></ul><ul><ul><li>Weak ties require less maintenance and are less time consuming </li></ul></ul>
  6. 6. … and opportunities for activism <ul><li>69% of people claim they are interested in how things work in their local area </li></ul><ul><li>54% say they do not know ‘very much’ or ‘anything at all’ about how things actually work in their local area </li></ul><ul><li>70% of people feel that the internet makes it easier for them to participate in civic and political activities </li></ul>Save the West Sussex County Youth Theatre - 2671 signatures in 4 days
  7. 7. The global landscape <ul><li>The world wide web was born a) 1991 b) 1993 c)1995 </li></ul><ul><li>What % of the online community are 18-24yrs a)12% b)21% c)34% </li></ul><ul><li>Number of Facebook users a) 450m b) 700m c) 800m </li></ul><ul><li>Number of twitter users a) 100m b) 200m c) 300m </li></ul><ul><li>Proportion of inactive twitter accounts a) 9% b) 32% c)47% </li></ul>
  8. 8. The UK landscape <ul><li>48% of all mobile phone sales are smart phones </li></ul><ul><li>Proportion of adults using the internet a) 68% b) 76% c) 80% </li></ul><ul><li>Percentage of those who’ve signed an online petition a) 3% b) 9% c) 15% </li></ul><ul><li>Proportion of adults with a social media profile a) 22% b) 31% c) 48% </li></ul><ul><li>Number of 75+ with internet at home a)26% b)29% c) 35% </li></ul><ul><li>18% of 65+ internet users participate in social networking </li></ul><ul><li>21% of 45-54yr have contributed comments to someone else's web/blog </li></ul><ul><li>The top internet site for all ages is… </li></ul>
  9. 9. The public sector landscape <ul><li>67% of public bodies that have blocked staff access to social media </li></ul><ul><li>Cornwall Council – 2491 tweets, 4966 followers </li></ul><ul><li>ESCC – 1510 tweets, 2343 followers </li></ul><ul><li>Sussex Police – 5534 tweets, 14,007 followers </li></ul><ul><li>WSCC YouTube has 91 videos with 75,197 views </li></ul><ul><li>West Sussex Residents’ e-Panel – 4035 members </li></ul><ul><li>WSCC twitter – 3287 tweets, 3025 followers </li></ul><ul><li>WSCC gritter twitter – 185 tweets, 460 followers </li></ul><ul><li>Louise Goldsmith – 15 tweets, 44 followers </li></ul><ul><li>Bob Smytherman – 8437 tweets, 1570 followers </li></ul><ul><li>Steve Waight – 27 tweets, 55 followers </li></ul>
  10. 10. WSCC staff using social media
  11. 11. West Sussex picture
  12. 12. Hyper local communities growing
  13. 13. Sussex Police case study <ul><li>Social media engagement strategy 2012 </li></ul><ul><ul><li>Embed digital tools into the culture and practice of SP </li></ul></ul><ul><ul><li>Build a culture of transparency, encouraging dialogue, highlighting the values that underpin their business </li></ul></ul><ul><ul><li>Encourage informal interaction, taking a narrative approach </li></ul></ul><ul><ul><li>“ We want to highlight how we are serving Sussex every day in many different ways. Your stories, experiences and personality will bring this to life. We want local people to see what we do and share their thoughts with us” </li></ul></ul><ul><li>DCC Giles York, guidelines for participants </li></ul>
  14. 14. Not ‘good news’ vs. ‘bad news’ but does it demonstrate what SP want to be known for?
  15. 15. SP Delivery plan <ul><li>Increase visibility and transparency </li></ul><ul><li>Empower and promote best practice, actively empower staff </li></ul><ul><li>Content (i.e. words, images, video) </li></ul><ul><li>Embed in contact channels (online and offline, seek channel shift) </li></ul><ul><li>Embed in operational policing (i.e. witness appeals) </li></ul><ul><li>Embed in neighbourhood policing (i.e. feedback on local priorities) </li></ul><ul><li>Benefits so far </li></ul><ul><ul><li>Improved reputation </li></ul></ul><ul><ul><li>Operational impact </li></ul></ul><ul><ul><li>Involved public </li></ul></ul>
  16. 16. How SP work: Traffic Light assessment <ul><li>Caution – we’ll assign a dedicated lead for the most complex or contentious issues </li></ul><ul><ul><li>Examples: Changes to police front counters, Political issues (new Councillor for area) </li></ul></ul><ul><li>Seek advice – please speak to us first </li></ul><ul><ul><li>Examples: Advice on Street Meeting locations, Best way to distribute crime prevention advice </li></ul></ul><ul><li>Go ahead – we will help you self-serve </li></ul><ul><ul><li>Examples: Promote PPAF donation to charity, Send update via Community Message System </li></ul></ul><ul><li>If in doubt, just ask! </li></ul>
  17. 17. Sussex Police picture
  18. 18. Some reasons for WSCC going social <ul><li>Opportunities for making localism a reality </li></ul><ul><li>Enhanced democracy and local leadership </li></ul><ul><li>Potential to contribute to improved resident outcomes and wellbeing </li></ul><ul><li>If we don’t fundamentally change the way we operate, the public are still going to have wide ranging conversations and organise themselves – but with out us </li></ul>
  19. 19. <ul><li>Advantages </li></ul><ul><li>Extended reach </li></ul><ul><li>Flexible usage </li></ul><ul><li>Instant </li></ul><ul><li>Cheap </li></ul><ul><li>Open Gov. </li></ul><ul><li>Authenticity and personality </li></ul><ul><li>Reputation management </li></ul><ul><li>Challenges </li></ul><ul><li>Current structures of org and democratic processes (i.e. petition buzz) </li></ul><ul><li>Cultural shift </li></ul><ul><li>Digital divide </li></ul><ul><li>Measure success? </li></ul><ul><li>Trust </li></ul><ul><li>Training </li></ul><ul><li>Reputation management </li></ul><ul><li>Blurring the lines between professional and personal </li></ul>
  20. 20. Discussions and considerations <ul><li>What does living in a network society mean? </li></ul><ul><ul><ul><ul><li>for elected members </li></ul></ul></ul></ul><ul><ul><ul><ul><li>for WSCC </li></ul></ul></ul></ul><ul><ul><ul><ul><li>for resident engagement </li></ul></ul></ul></ul><ul><ul><li>Think about 1…5…10 years in the future </li></ul></ul><ul><ul><ul><ul><li>what kind of relationship with citizens will we have then? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>how can we help shape that? </li></ul></ul></ul></ul>
  21. 21. Next steps <ul><li>What do we need to start doing now? </li></ul><ul><li>What we could offer </li></ul><ul><ul><li>1:1 member support </li></ul></ul><ul><ul><li>Live in the day of… </li></ul></ul><ul><ul><li>Collaboration project with Sussex Police </li></ul></ul><ul><ul><li>Training/open event </li></ul></ul><ul><ul><li>Staff to start ‘interacting’ as day job </li></ul></ul>
  22. 22. Four common mistakes and how to avoid them Number 1: Operating in broadcast mode <ul><li>How to avoid it… </li></ul><ul><li>Understand who your target audience are and what they will respond to </li></ul><ul><li>Be clear about what you are trying to achieve </li></ul><ul><li>Be creative, be selective, most people are ‘visual’ </li></ul>
  23. 23. Four common mistakes and how to avoid them Number 2: Thinking message received = message sent <ul><li>How to avoid it… </li></ul><ul><li>Think about your audience first and what you want to say last </li></ul><ul><li>If its an important message – test </li></ul><ul><li>Communicate in more than one way </li></ul>
  24. 24. Four common mistakes and how to avoid them Number 3: Forgetting to be human <ul><li>How to avoid it… </li></ul><ul><li>Don’t worry – its ok to be human </li></ul><ul><li>Avoid jargon – test </li></ul><ul><li>Read what you write out loud </li></ul>
  25. 25. Four common mistakes and how to avoid them Number 4: Expect people to come to our spaces <ul><li>How to avoid it… </li></ul><ul><li>See what’s already going on </li></ul><ul><li>Interact there </li></ul><ul><li>Signpost to updated and relevant spaces </li></ul>

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