HOFOR - Activating social in the public sector
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The document discusses social media strategy for public sector organizations. It recommends establishing 5 strategic tracks for social media use, including branding & campaigns, project communication, energy counseling, and customer service. It also recommends assembling a reference group of internal and external stakeholders to provide feedback and help develop a coordinated, systematic social media approach across the organization as opposed to isolated initiatives. Finally, it emphasizes the importance of leadership buy-in and integrating social media with customer service functions.
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HOFOR - Activating social in the public sector
- 1. Social Media Strategy in the Public Sector Powered by #SCW2016
- 3. STRATEGY - the practice of figuring out the best way to get from here to there
- 5. Strategy Tactics Review Reference group Actionable tracks Interviews Content strategy Training & leaning Competitors Analysis Data & insights Business objectives Recommendations Core messages Baseline SOCIAL MEDIA STRATEGY PROCESS Content activation
- 6. Strategy Tactics Review Reference group Actionable tracks Interviews Content strategy Training & leaning Competitors Analysis Data & insights Business objectives Recommendations Core messages Baseline Content activation Governance Culture Organisatio n The people Special “public sphere” treatment taking good care…
- 7. Strategy Tactics Review Reference group Actionable tracks Interviews Content strategy Training & leaning Competitors Analysis Data & insights Business objectives Recommendations Core messages Baseline Content activation Governance Culture Organisatio n The people How you want it to be
- 9. “Why should i care about my water and heating supplier?”
- 12. Hofor: a “silo” organisation Customer Service Water supply Gas supply District heating Comm u- Wind & energy
- 13. The role of social media in a utility Custom er Water supply Gas supply District heating Commu- nication Wind & energy Social media
- 14. Stand alone actions Coordinated and systematic Before and After: Aligning Social Initiatives
- 15. HOFOR •“Den sociale organisation”: Svagt skel mellem intern og ekstern brug •Adoptering af sociale medieresultater i ledelsens beslutninger •Kunder og omverden aktive medskabere af brandet •Interne teams under positivt pres for medindflydelse •Alle fra bund til direktion bidrager aktivt til social værdiskabelse •Omnichannel med social som driver for vækst og fastholdelse •Målrettet indsats for monitorering og aktivering af målgrupper •Dialog med kunder og community søges aktivt •Indhold skabes af hele organisationen —> social first •Program for KPI- måling •Team aktiv medspiller i alle faser af organisationens drift •Tværsektoral organisering og vidensdeling i team •Samlet brand skaber værdi gennem koordinerede initativer •Strategisk retning skaber forankring i teams. •Overvågning og effektmåling bidrager til produkt- forbedringer. •Erfaringer og resultater spredes opad i org. •Initiativer hos få ildsjæle •Funktionel adskillelse mellem afdelingers brug •Kampagner håndteres isoleret •Ingen eller lidt strategi eller planlægning •Ressourcer allokeres ad hoc Consolidating Transforming Core businessExperimenting Social media Maturity ladder
- 16. Key results
- 17. Acute crashes 5 strategic tracks Branding & campaigns Project communication Energy counseling Customer service
- 18. Channel strategy
- 19. KPI’s & Metrics
- 20. Change in focus From inside-out To outside-in
- 22. 5 take-aways
- 23. Handling stakeholders come before content… ‣ Political organisations need special treats ‣ Knowing the unknown agenda ‣ Building relations to key influencers ‣ Ambassador programme
- 24. Assembling a “Reference Group” ‣ Interviews and workshop participants ‣ Empowerment and inclusion ‣ Continuous feedback ‣ Common feeling of ownership
- 25. CEO and Leadership as Ambassadors
- 26. Customer Service + Social Media = Front Desk ‣ Deep links between the two silos ‣ System integration and policies ‣ Part of customer experience team
- 27. Strategy rolling out in agile phases Strategy Integration Anchoring
- 28. ‣ Rasmus Ellegaard Haukrogh ‣ Founder ⎪ Senior Social Media Strategist ‣ +45 9397 5334 ‣ rasmushaukrogh@gmail.com ‣ @rasmushaukrogh ‣ Social media strategy ‣ Playbooks ‣ Guidelines & recommendations ‣ Content & activation ‣ Facilitation and learning THANKS! FEEL FREE TO REACH OUT!