Web 2.0 and customer service


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This was a presentation I gave at the Public Sector Transformation Summit, 18 March 2010. The presentation includes 4 case studies from Cambridgeshire County Council on the use of social media for internal and external communications, behaviour change and community engagement.

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Web 2.0 and customer service

  1. 2. Web 2.0 and customer service Michele Ide-Smith 18 March 2010
  2. 4. <ul><li>Social – people sharing, discussing, commenting, forming networks </li></ul><ul><li>Media – ‘user generated’ content including text, photos, videos, slides, documents, maps… </li></ul>What is social media?
  3. 5. It’s changing the rules “ the democratisation of information, transforming people from content readers into publishers” Wikipedia (Over 3 million English articles, 262 language versions)
  4. 6. Media preferences
  5. 7. “ People are having conversations about us, but we are not part of those conversations.”
  6. 8. Listen, then engage <ul><li>Listen to what people are saying </li></ul><ul><li>Then engage in the conversation </li></ul>
  7. 9. Monitoring tools <ul><li>http://addictomatic.com/ </li></ul><ul><li>http://search.twitter.com/ </li></ul><ul><li>http://www.google.com/alerts </li></ul><ul><li>http://ww.socialmention.com/ </li></ul><ul><li>http://www.netvibes.com/ </li></ul><ul><li>http://www.technorati.com/ </li></ul>
  8. 10. Why use social media? <ul><li>Reach – go to where people are </li></ul><ul><li>Targeted – specialist networks </li></ul><ul><li>Timely – update as it happens </li></ul><ul><li>Transparent – reduce complaints </li></ul>
  9. 11. Why use social media? <ul><li>Democratic - empower communities </li></ul><ul><li>Collaborative – build social capital </li></ul><ul><li>Human – build trust / relationships </li></ul><ul><li>Cheap - low cost additional channel </li></ul>
  10. 12. 4 practical approaches <ul><li>External communications </li></ul><ul><li>Campaigns to change behaviour </li></ul><ul><li>Community engagement </li></ul><ul><li>Internal communications </li></ul>
  11. 13. External communications
  12. 14. Central library opening <ul><li>Teaser videos on YouTube showing the new building and facilities </li></ul><ul><li>Facebook page to build interest and get customer feedback after opening </li></ul><ul><li>Twitter feed for latest news </li></ul>
  13. 17. What worked? <ul><li>Great for promoting events and getting feedback afterwards </li></ul><ul><li>Opportunity for staff and users to post photos after events </li></ul><ul><li>Enables two-way communication - users express likes and dislikes of the service and library building design, staff respond </li></ul>
  14. 18. What worked? <ul><li>Teaser videos kept customers interested despite the delayed opening </li></ul><ul><li>Also good for promoting events </li></ul>
  15. 19. Top tips <ul><li>Respond quickly, politely and courteously </li></ul><ul><li>Have two people to monitor/moderate in case of absence (share login details) </li></ul><ul><li>No email notifications from Facebook fan pages so check regularly </li></ul><ul><li>Get to know the tools and only use tools if appropriate (wall vs. discussions) </li></ul>
  16. 20. Lessons learnt <ul><li>Responding quickly increases risk of going ‘off message’ – need to control in political situations </li></ul><ul><li>Need to ensure you have resources to manage the additional channels </li></ul><ul><li>Data protection issues – publishing photos or video of young people </li></ul>
  17. 21. Campaigns to change behaviour
  18. 22. 2009 Elections <ul><li>YouTube – Councillors explain what’s involved in being a Councillor, citizens talk about council services </li></ul><ul><li>Facebook page - to connect with voters </li></ul><ul><li>Twitter feed - for ‘as it happens’ results </li></ul><ul><li>Text messaging </li></ul>
  19. 27. What worked? <ul><li>Interviewed service users about personal stories - showed good customer service </li></ul><ul><li>Dual benefit from promoting the vote and council services (able to re-use videos) </li></ul><ul><li>Good visual explanation of services which are less well known </li></ul><ul><li>DIY approach, therefore cheap! </li></ul>
  20. 28. What worked? <ul><li>Timely, useful, updates as the results came in – also integrated with website </li></ul><ul><li>Used to promote the video interviews </li></ul><ul><li>Single message – know where your polling station is, how to vote </li></ul><ul><li>Able to respond to customer queries e.g. where’s my nearest polling station? </li></ul>
  21. 29. Lessons learnt <ul><li>Plan / timetable the campaign well – how do social media channels fit together? </li></ul><ul><li>Don't over do the updates – beware the annoyance factor of sending texts, tweeting too much etc. </li></ul><ul><li>Traditional posters, press releases and ads are not always the way forward </li></ul>
  22. 30. Lessons learnt <ul><li>Have a good brief for any film crew you are using </li></ul><ul><li>Or source the people needed yourself and have a good plan </li></ul><ul><li>Have resources to answer questions and interact with customers – social media is two-way not broadcast! </li></ul>
  23. 31. Community engagement
  24. 32. Wisbech Digital Engagement <ul><li>WordPress site for residents to report neighbourhood issues, suggest ideas and vote on police priorities </li></ul><ul><li>Partners/residents can blog, post videos </li></ul><ul><li>Using YouTube and social networking e.g. Facebook to engage communities </li></ul>
  25. 33. Tips / Lessons learnt so far <ul><li>Audit use of social media locally and remember to check for use of non-English social networking sites e.g. Gadu-Gadu </li></ul><ul><li>Find out what sites/tools residents like and dislike e.g. not keen on Twitter </li></ul><ul><li>Engage active social media users early on (councillors, press, residents) </li></ul>
  26. 34. Internal Communications
  27. 35. Chief Exec’s Blog <ul><li>Blog based on Microsoft SharePoint </li></ul><ul><li>Chief Exec updates remotely using Microsoft Word and a Blackberry (mobile) </li></ul><ul><li>Latest 6 blog posts are displayed on intranet home page </li></ul>
  28. 36. Missing slides <ul><li>2 screenshots removed </li></ul>
  29. 37. What works? <ul><li>Most popular internal comms channel </li></ul><ul><li>Transparency </li></ul><ul><li>Informal / personable style </li></ul><ul><li>Staff comments appear immediately </li></ul><ul><li>Diversity of topics covered in the blog </li></ul><ul><li>Updated frequently – Mark adds multiple posts per week, up to 6 posts per day! </li></ul>
  30. 38. Lessons learnt <ul><li>Technology choice not ideal </li></ul><ul><ul><li>Not easy to update blog from a Blackberry – can’t add images or format text </li></ul></ul><ul><ul><li>Can’t embed video or sound clips </li></ul></ul><ul><li>Staff learn to accept responsibility for their comments </li></ul>
  31. 39. Opportunities <ul><li>How can we make the most of social media going forward? </li></ul><ul><li>What can we learn from best practise? </li></ul>
  32. 45. As practitioners we need <ul><li>Case studies – social media offers a range of opportunities, but context and usefulness is key (IDeA KnowledgeHub) </li></ul><ul><li>Support - to embed the use of social media as a mainstream channel - policy, guidance, skills, resource </li></ul><ul><li>Willingness – to manage risks effectively, try things out, evaluate impact and learn </li></ul>
  33. 46. “ The biggest risk is not to get involved.” Euan Semple, social media writer, speaker and consultant “ The important questions aren’t about whether these tools will spread or reshape society but rather how they do so.” Clay Shirky, author, Here Comes Everybody
  34. 47. Questions?
  35. 48. Photo credits <ul><li>Lego People, Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/ </li></ul><ul><li>Library Chairs, James Yardley http://www.facebook.com/#!/photo.php?pid=30390601&op=1&o=global&view=global&subj=106156113195&id=1576013407 </li></ul><ul><li>Polling Station, secretlondon123 http://www.flickr.com/photos/secretlondon/3598534263/ </li></ul><ul><li>Stakeholder Workshop Post-Its, Paul Henderson </li></ul><ul><li>Smile!, sean-b http://www.flickr.com/photos/sean-b/245744537/ </li></ul>