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Social media in Fenland, Cambridgeshire


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A presentation about given at the LG Comms social media roadshow in Nottingham, on 21st January 2011

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Social media in Fenland, Cambridgeshire

  1. 1. Social Media in Fenland Andy Allsopp, Head of Communications Michele Ide-Smith, Web Strategy Manager January 2011
  2. 2. The Communications context <ul><li>Audience </li></ul><ul><li>Money </li></ul><ul><li>Localism </li></ul>
  3. 3. A little bit of background…
  4. 4. The rural Fenland district in North Cambridgeshire has a large agricultural industry, which attracts migrant workers from Europe, but suffers from socio-economic deprivation
  5. 5. Challenges in Wisbech <ul><li>Socio-economic, rural deprivation </li></ul><ul><li>Large migrant worker population </li></ul><ul><li>Digital exclusion – IT skills and access </li></ul><ul><li>Hard-to-engage groups (migrant workers, youth, older people, disabled people, time pressured 25-40’s) </li></ul>
  6. 6. Engagement challenges <ul><li>Poor attendance at Neighbourhood Panel meetings </li></ul><ul><li>Attendees not representative of the wider community </li></ul><ul><li>No way to record results of engagement activity and make them visible </li></ul>
  7. 7. How we did it
  8. 8. Strong partnership working
  9. 9. We asked the community what they wanted
  10. 10. 1 survey and 8 focus groups with residents, facilitated by outreach workers. 3 rounds of iterative usability testing
  11. 11. And involved stakeholders in designing the solution
  12. 12. Workshop based on the social media game (Wilcox and Kanter) Participants devised solutions to resident scenarios, using cards to represent social media tools
  13. 13. The solution
  14. 15. Moderated by local community centre volunteers
  15. 16. Google auto-translation feature and translation support provided by volunteers at the Rosmini
  16. 17. The issue map on ShapeYourPlace
  17. 18. What do residents talk about on ShapeYourPlace?
  18. 20. An issue is raised …
  19. 21. … and public sector agencies respond
  20. 22. Some issues get fixed, but sometimes we have to say why we can’t fix something
  21. 23. Blogs and videos about local people, groups and activities
  22. 24. Local residents are getting involved too
  23. 25. I reported the zebra crossing was disappearing. It was repainted. Result! Annie A. resident, Twitter @ shapeyourplace I'm quite impressed i got a responce :)) Fallen_Fen, Twitter Shape Your Place website starting to take shape - hope it continues to develop @ shapeyourplace Rob M., Twitter Thanks for those responses. I have noticed that the site seems much more secure lately and wish the project good luck for the future. John S resident, on website in response to a anti-social behaviour issue at a playground Many thanks again for your very clear reply. Owen S. resident, on website in response to an issue he had raised
  24. 26. A lesson we learnt…
  25. 27. Engage stakeholders who are active online!
  26. 29. From this…
  27. 30. A local councillor had concerns about the project
  28. 31. Twitter.  Facebook.  Blogs.  Google Maps.  I’m struggling to see where the £80,000 price tag is justified within the scope of all those free social networking tools. I’m also a little concerned about how the input from these new forms of communication will be handled…I can only see it leading to eighty thousand pounds worth of public bitterness.
  29. 32. … to this!
  30. 33. … to this! Cllr Tierney is now an active supporter and blogs on the site
  31. 34. And the editor of the local newspaper has blogged as well
  32. 35. Next steps
  33. 36. Roll out to March, Chatteris and Whittlesey soon!
  34. 37. Community ownership Residents are getting involved in running ShapeYourPlace
  35. 38. Final points <ul><li>Accessible, engaging, less authoritarian </li></ul><ul><li>Speak with one voice – no blame! </li></ul><ul><li>Quality engagement takes time and effort </li></ul><ul><li>Involve active bloggers and tweeters </li></ul><ul><li>Social media enables and supports… </li></ul><ul><li>… but ultimately it’s all about people </li></ul>
  36. 39. Links and resources <ul><li>ShapeYourPlace in Wisbech: </li></ul><ul><li> </li></ul><ul><li>Project blog: </li></ul><ul><li> </li></ul><ul><li>Case study: </li></ul><ul><li> </li></ul><ul><li>Community of Practise project site: </li></ul><ul><li> </li></ul>
  37. 40. For more information <ul><li>Michele Ide-Smith, Web Strategy Manager </li></ul><ul><li>Cambridgeshire County Council </li></ul><ul><li>Phone: 01223 699710 </li></ul><ul><li>Twitter: @micheleidesmith </li></ul><ul><li>Blog: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Andy Allsopp, Head of Communications </li></ul><ul><li>Cambridgeshire County Council </li></ul><ul><li>Phone: 01223 699280 </li></ul><ul><li>Twitter: @andyallsopp </li></ul><ul><li>Email: [email_address] </li></ul>