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Using social media to improve service delivery


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Paper presented by Mark Cutfield, Manager customer Engagement, Business Victoria, Department of Business and Innovation, Victorian Government, at the Serve You Right Conference, Melbourne, September 15 and 16 2011. Discusses the 3 pillars - build fundamentals; develop networks and implement activity/ / campaign. Critical success factors are: engage, monitor, respond and measure. Social media needs a strategy - put the citizen at the centre to improve service delivery.

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Using social media to improve service delivery

  1. 1. Using social media DEPARTMENT OF BUSINESS AND INNOVATIONto improveservice delivery
  2. 2. What is BVO? Events and workshops Information portal Step by step guides Videos and case studies Newsletters Industry referral services
  3. 3. How do we engage? Offline Programs Social Media e Updates CitizenBV Website Blogs Webinars Forums Videos
  4. 4. Social Media Structure
  5. 5. Pillar 1 Research target audience Identify best practice Establish channels Identify partners Develop content strategy Develop content guidelines
  6. 6. Pillar 2 Engage with audience Build communities Publish relevant content Develop content map Schedule content Test activities Seek and respond to feedback
  7. 7. Pillar 3 Integrate activities Repurpose content Publish and promote through channels Moderate, monitor and measure
  8. 8. Critical success factors 1. Engage 2. Monitor3. Respond 4. Measure
  9. 9. Implementing the strategySocial media needsa strategy. CitizenHere’s what we did.
  10. 10. Put the citizen at the centre,improve service delivery Activities: Polls and surveys FB Group and Page Tweets and retweets Video and rich media
  11. 11. Engage What: Schedule content from multiple sources Write, repurpose, publish and curate useful content Participate in conversations, ask and answer questions Consider the network an extension of your peer group How: Dedicate resources - this is not an automated process Aggregate and manage using a dashboard, i.e. Hootsuite
  12. 12. Monitor & Respond Implement Develop tone guidelines Listen Reply Monitor & RespondOffer solutions Respond Ask questions Contribute
  13. 13. Measure Use available tools and inbuilt data gathering: Hootsuite Analytics Facebook, YouTube and Google Analytics Regularly monitor new developments in this evolving space Measure the depth and value of relationships, not sheer numbers
  14. 14. Engage again How: Undertake new activities, new conversations Social media is a continuous cycle of communications Continuity, relevance and being plugged-in is key
  15. 15. Measuring relationships Social media cannot be measured by numbers alone Depth and complexity of interactions Value each participant gains Sentiment and buzz generated Reach and span of the network Business outcomes achieved
  16. 16. Measuring relationships Social media = meaningful online relationships