Gcc Friday 2nd October


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Slides supporting a conversation with Glasgow City Council, DRS Department

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  • The Knowledge Community: This is a website for people who are interested in health and social care services (we call ‘care services’).The website is called the knowledge community. Most people call it the KC.The KC gives people an easy way to share, learn and work together.The KC is managed by the Care Services Improvement Partnership (CSIP). CSIP has worked with lots of people to make the website better.http://kc.csip.org.uk/
  • UK Business Forums on Twitterhttp://twitter.com/ukbizforums
  • A typical question is shown above. RichW4 or Little Rich asks his question about access to wheelchair users in historic buildings in London through the formal channel http://www.youtube.com/downingst and the unofficial channel http://www.youtube.com/user/askthepm
  • Report, view, or discuss local problems (like graffiti, fly tipping, broken paving slabs, or street lighting). FixMyStreet lets you set up email or RSS alerts to be told when problems get reported within a radius of your house or workplace, or within your ward or council. It provides posters and flyers (made by one of our volunteers, Ayesha) that you can use to tell people about the service, and encourage them to ger their streets fixed. It is built on open source code, for people who want to hack versions in other countries, and we can build bespoke, rebranded versions for councils and charities who want it here in the UK. http://www.fixmystreet.com/
  • Tagcloud. Courtesy of wordle.net. Reflects the content of the slides that follow. A Web 2.0 approach to the Tools and Examples being discussed.
  • Number10.gov.uk is built using Wordpress, an opensource (blogging) platform. It mashes video and images whilst providing latest news articles (traditional blog posts). This website was not expensive to build but it is simple and effective. The platform itself is free. http://www.number10.gov.uk/
  • Gcc Friday 2nd October

    1. 1. Web 2.0/Social Media<br />‘The times they are a changing’ <br />Dr. Jim Hamill, Alan Stevenson<br />Department of Marketing, University of Strathclyde <br />Hamill Associates/ AS Business Solutions<br />jim.hamill@ukonline.co.uk<br />ast3v3nson@googlemail.com<br />October, 2009<br />
    2. 2. Content<br />Web 2.0/Social Media – overview (JH)<br />Business use (JH)<br />2.0 and the public sector (AS)<br />Conversation (All)<br />
    3. 3. What Is It?<br />An over hyped ‘buzz’ word or a revolutionary change?<br />Fundamental, revolutionary change in the way people use the Internet, their online experiences and expectations<br />From passive recipients of information/brand messages to active contributors (user generated content)<br />Major impact on all aspects of life – business, education, media, politics, public sector, parenthood, football etc<br />‘Power to the people’ – Web 2.0 empowers people – empowers customers – empowers the network<br />
    4. 4. What Is It?<br /><ul><li>Requires new ‘mindsets’ and new approaches - openness, sharing, collaboration, interaction, communities, social/professional networking</li></ul>Talk WITH rather than AT – two way dialogue and conversations NOT one way broadcasting<br />Marketing as a ‘conversation with your customers, a conversation with your network’<br />Requires new performance measures – network quality, relationship strength, leverage – the ‘4Is’<br />
    5. 5. The ‘4Is’<br /><ul><li>Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography
    6. 6. Interaction – actions they take – read, post, comment, reviews, recommendations
    7. 7. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
    8. 8. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking </li></ul>Social Media Monitoring Tools –Audit, Assess, Impact<br />
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    16. 16. www.mashable.com<br />
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    18. 18. Web 2.0<br />An Overview<br />Applications<br />Features and Characteristics<br />Implications<br />
    19. 19. Applications<br />Blogs<br />Social Network Sites<br />Virtual Realities<br />Social Content <br />RSS Feeds<br />Wikis<br />Mash Ups<br />Podcasts<br />Social Bookmarks<br />Mobile Web; Internet Telephony<br />Social Applications <br />Twitter<br />
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    21. 21. Characteristics<br />Openness<br />Communities and Networks<br />Hosted Services<br />Interactivity<br />Global <br />Peering <br />Mass Collaboration<br />Sharing <br />Social Element<br />The Internet as the platform<br />Empowerment<br />
    22. 22. Impact<br />Customer Experience <br />Business Intelligence<br />Processes and HRM<br />Customer Interaction<br />Mindset <br />Customer Insight <br />Rich Internet Applications<br />Product Development <br />Sales & Marketing<br />IT Infrastructure<br />Reputation Management<br />
    23. 23. Business/Marketing 2.0<br />Web 2.0 Applications<br />Open source<br />Online Applications/ Web Services<br />Social Network Sites<br />Social Content – Social Bookmarking<br />Blogs or Weblogs<br />Wikis<br />Podcasts/ Vodcasts<br />Virtual Realities<br />Mash Ups<br />RSS Feeds<br />Mobile Web; Internet Telephony<br />Twitter<br />Impact – Wikibusiness<br />Mindset<br />Business Intelligence<br />Customer Insight and Understanding<br />Customer Interaction<br />Enhanced Customer Experience – Rich Internet Applications<br />Reputation Management<br />Sales and Marketing <br />Product Development and R&D e.g. engage and co-create<br />IT/Software/Applications<br />Operations, Internal Processes and HRM<br />Characteristics<br />Communities and Networks<br />Openness<br />Sharing<br />Peering<br />Hosted Services – online applications; the Internet as the platform<br />Interactivity<br />Social Element<br />Mass Collaboration<br />Empowerment<br />Global<br />
    24. 24. For Glasgow Businesses<br />Business Benefits<br />
    25. 25. Business Impact<br />The need for new business/marketing models<br />Traditional approach:<br />Product development – Differentiate – Market and Promote - Sell<br />New model based on: <br />Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally<br />Engage and energise<br />‘Create the Buzz’<br />
    26. 26. Business Benefits<br />Market Knowledge<br />Customer Insight and Understanding<br />Customer Interaction<br />Enhanced Customer Experience<br />Business Intelligence<br />Reputation Management<br />
    27. 27. Business Benefits<br />Improved Sales and Marketing <br />Identify and network with high value, high growth prospects<br />Product Development and R&D e.g. engage and co-create<br />Internal cost savings <br />Improved Operations and Internal Processes<br />Increased ROI<br />
    28. 28. Does It Work?<br />
    29. 29. Aberdeen Research Group – study of the social media practices of 250 organisations<br />‘Best in class’ (50)<br />‘Industry average (125)<br />‘Laggards’ (75)<br />‘Best in class’ outperformed others in many key areas<br />Customer satisfaction<br />Actionable insights delivered<br />Reduced time to market<br />Customer insight<br />Source: Weber, 2009<br />Does it work?<br />
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    31. 31. Web 2.0 in Action<br />‘Creating the Buzz’<br />Merchant City Tourism and <br />Marketing Co-op<br />
    32. 32. ‘Creating the Buzz’<br />To build greater brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; Glasgow’s ‘hidden gem’. <br />Through the development, implementation and on-going management of a proactive social media communications strategy – engage with and energise the MC network of ‘advocates’ <br />Advanced social media monitoring tools will be used to monitor project success<br />
    33. 33. Strategic Objectives<br />Build brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; the ‘hidden gem’ of Glasgow <br />Achieve sustained increase in visitor numbers and spend<br />Build a ‘quality customer base’/ strong network of MC ‘advocates’<br /> <br />Ensure that the project makes a significant contribution to the medium-term strategic goals and objectives of the MCMTC, VS Growth Fund, Glasgow City Tourism and the Scottish Executive’s Tourism Framework <br />
    34. 34. Strategic Objectives<br />Maximise the net economic impact of Merchant City tourism on Glasgow and Scotland generally<br />Achieve high ROI from project spend.<br /> <br />Maximise MCMTC marketing effectiveness and marketing efficiency<br /> <br />Build a strong network of local businesses, tourism partners and MC residents, working in collaboration to position MC as a ‘must visit’ destination and to achieve sustained growth in visitor numbers and spend<br /> <br />
    35. 35. KPIs<br />Increase the % of visitors to Glasgow with awareness of the Merchant City from 26% (2007) to 50% (2011)<br /> <br />Increase visitor numbers to the MC from 1.1m (2007) to 1.19m (2011) (project to make a 25% contribution to this)<br /> <br />Increase visitor spend in the MC from £15m ( 2007) to £18m (2011) (project to make a 25% contribution to this)<br /> <br />Targets will be agreed for the ‘4Is’ i.e. online community Involvement, Interaction, Intimacy and Influence. These will be the main ‘lead drivers’ contributing to a sustained increase in visitor numbers and spend <br />
    36. 36. KPIs<br />To make a significant contribution to achieving the challenging growth targets of the ‘Glasgow Tourism Strategy’ – a minimum 60% increase in Glasgow tourism revenues by 2016 and to the Scottish Executive’s goal of a 50% increase in tourism value.<br />To achieve a marketing ROI from the project in excess of £8 per pound of Growth Fund spend <br /> <br />150 local businesses and partners to be actively involved in the MCMTC Online Business Network by year end 2010<br /> <br />150 local residents to be actively involved in the MCMTC Online Residents Community by year end 2010<br />
    37. 37. Key Actions and Initiatives<br />‘Rich Internet Applications’ on the MC web site<br />Set up Web 2.0 channels <br />Web Site Marketing Strategy (1.0)<br />‘Creating the Buzz’/ Social Media Engagement Strategy<br />Building Customer Insight, Knowledge and Understanding - develop actionable customer insights<br />
    38. 38. Key Actions and Initiatives<br />Offline Media Advertising <br />Partnership Working and Collaboration<br />Residents <br />Project Monitoring and Evaluation<br />Project Management and Consultancy<br />
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    48. 48. Bob Dylan<br />Come gather &apos;round people<br />Wherever you roam<br />And don’t criticise<br />What you can&apos;t understand<br />Your sons and your daughters<br />Are beyond your command<br />Your old road is<br />Rapidly agin‘<br />Then you better start swimmin’<br />Or you&apos;ll sink like a stone<br />For the times they are a-changin’<br />
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    51. 51. Glasgow City Council<br />Senior Management Team<br />Alan Stevenson<br />
    52. 52. 69% of the UK’s Internet population visited a social network or blogging site in 2008 <br />1 in every 11minutes online is spent by individuals on social networks or blogs<br />14% of mobile subscribers access the Internet. 1.96m UK people have accessed a social network through their phone<br />Twitter now reaches 10.7% of all active Internet users (first half of 2009) <br />The greatest growth for Facebook between 2007 and 2008 has come from people aged 35-49 years of age (+24.1 million)<br />Over 10,000 Open Source projects now exist worldwide e.g. Linux, OpenOffice.org, Lucene Search<br />
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    58. 58. Produced By http://www.wordle.net/<br />
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    60. 60. Thank You<br />