Social Media Engagement


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Presentation by Michele Ide-Smith and Paul Ormerod about community engagement with social media at the Customer Insight in Public Services Conference, September 2010.

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Social Media Engagement

  1. 1. Social Media Engagement • Michele Ide-Smith, Web Strategy Manager, Cambridgeshire County Council • Paul Ormerod, Neighbourhood Policing, Cambridgeshire Police 21 September 2010
  2. 2. What is social media? Social – people sharing, discussing, commenting, rating, networking, collaborating Media – user generated content (text, photos, video, slides, documents, maps) “the democratisation of information, transforming people from content readers into publishers” Wikipedia
  3. 3. What we’ll cover today 1. Background and aims 2. Approach 3. Solution 4. What we learnt
  4. 4. Background and aims
  5. 5. Challenges in Wisbech Socio-economic, rural deprivation Large migrant worker population Digital exclusion – IT skills and access Hard to engage groups including migrant workers, youth, older people, disabled people, time pressured 25-40’s
  6. 6. Engagement challenges Poor attendance at the Neighbourhood Panel meetings Attendees not representative of the wider community No way to record results of engagement activity and make them visible Current engagement methods present barriers to engaging
  7. 7. Project objective To enable improved community engagement through the use of social media tools to help build stronger and safer communities and improve community cohesion “It’s another tool in our community engagement toolbox” Dan Horn, Fenland District Council
  8. 8. Approach
  9. 9. Do your research Who are your users? What are their needs and behaviours? What social media do they use? How do they use technology? What ‘hyperlocal’ websites/groups exist? What off-the-shelf solutions are there?
  10. 10. Strong partnership working
  11. 11. Use existing networks
  12. 12. Community involvement Community survey (face-to-face) Focus groups with hard-to-reach groups User testing of website Moderation by Rosmini Centre volunteers In future… Skills development and advocacy by ‘community champion’ volunteers
  13. 13. Community issues Community issues Drains and Play area traffic is Bus station/taxi soak always Theft dangerous for kids, problems traffic are full up would be nice to have speed bumps How do I contact Highways? Who is our How can we influence Councillor? planning decisions? Traffic – why do the council dig up the road Vandalism and alternate routes at Bins Drunks/drugs in Wisbech the same time? Centre, who to tell? Speeding Police? If so how quick a traffic response? Need a crossing on Worried about Norwich Road, sent individual living in the How can we stop in a questionnaire no woods speeding through my further action was village? taken Dog mess Nacro Urban 25-40 Older people
  14. 14. Focus groups Don’t like Like ☺
  15. 15. Facebook fan page Use it for everything chat, games, forum Only use Don’t belong to any Facebook for fan pages or groups Favourite site communicating on the net with family Could have an anonymous Everyone heard of Facebook for complaining it and one regular except for topics like Don’t log in so can’t see it being useful user school crossings which wouldn’t need to be anonymous. Well used, but not for complaints Nacro Urban 25-40 Older people
  16. 16. Stakeholder involvement Stakeholder workshop Process mapping Engagement through project board Communications
  17. 17. (Hat-tip to @davidwilcox and the Social Media Game)
  18. 18. Member involvement Member briefing Member survey Drop-in event – website demo, Q & A
  19. 19. Solution
  20. 20. Encouraging participation • Creating blog posts and videos • Social reporting • Posting issues and ideas • Commenting on content • Rating content • Reading content
  21. 21. Management and governance Moderation – Rosmini Centre Content – Partners and volunteers Governance – Steering group Volunteer coordination – Fenland District Council Neighbourhoods Team Community training – Cambs. County Council Libraries and Learning services
  22. 22. Evaluation Monthly reports: Page views, visitors Posts and comments published / rejected Agency responses and timescales Online polls Satisfaction survey after raising issues General website satisfaction survey Annual survey of perceptions
  23. 23. What we learnt (so far)
  24. 24. Lessons learnt Involve Councillors early and throughout Involve all practitioners early on Use familiar language e.g. ‘Facebook’ not ‘social network site’ Moderators need CRB checks Unexpected issues will arise after go live Above all - keep it simple!
  25. 25. What worked well Strong partnership working Project governance established early on Target user groups identified early and involved throughout the project Use of existing community networks Workshop helped stakeholders understand the medium and innovate
  26. 26. Questions?
  27. 27. Website links ShapeYourPlace: Project blog:
  28. 28. For more information Michele Ide-Smith Web Strategy Manager Cambridgeshire County Council Phone: 01223 699710 Twitter: @micheleidesmith
  29. 29. For more information Paul Ormerod Safer Neighbourhoods Manager Cambridgeshire Constabulary Phone: 01480 428090