COI is the UK government's center of marketing excellence. It provides digital services and assets to about 90 public sector clients through a framework of 100 digital suppliers. The presentation discusses COI's role in social media and digital engagement, including defining these terms and reviewing the UK government's use of social media to increase engagement. It also covers the benefits and risks of social media use, as well as the role of policy, guidance, and standards.

1. Social Media and Digital Engagement Imedia Summit Nick Jones, Director, Interactive Services, COI

2. Our Conversation today What the heck is COI? Defining social media and digital engagement Background and wider context Review of our use of social media to date The drivers that made it happen The benefits and risks The role of policy, guidance, standards

3. COI: the Government’s centre of excellence in marketing and comms And about 100 more Demand side >>> Broker of capabilities and capacity >>> Supply side Typical client functions Marcoms Campaigns E-Comms Digital Engagement Procurement IT or Info Services Policy In four categories Digital strategies Digital Solutions Specialism such as mobile, games, User evaluation and analytics Other frameworks cover media buying, News & PR, publications, etc etc And about 85 more Digital channels for communication, consultation, engagement or delivery. Web 2.0 applications and services, including social media. Digital Presences on web, mobile, wireless, iTV or other platforms. Meeting government and industry digital standards, such as web rationalisation, accessibility, usability, metrics etc Advice and management of design, development, procurement and use of:

4. Defining social media ‘ Online technologies and practices that are used to share opinions and information, promote discussion and build relationships.’ “ It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers.” Source: Wikipedia Does it allow you to create, connect and share more easily?

5. The flip-side: digital engagement Engagement dialogue : moving from broadcast to conversation; not only listening but responding; two way collaboration sharing information, data, opinion, discussion; building and sustaining rational and emotional relationships moving audience from awareness to action . Digital the leverage of digital media technologies the use of interactive techniques to improve service delivery and information provision.

6. What’s happening and wider context Review of Government use of social media to increase digital engagement The policy drivers

7. Social Media in communications: RAF Campaign

8. Bebo – Building Britain’s Future: cross government

9. DFID engaging and enthusing: devolution of spokespeople

10. Defra engaging and conversing: consultation plus

11. NHS diabetes team blog: spreading the load, sharing experience

12. MoD Media relations: off the shelf tools at the front line

13. Climate change: off domain collaborative drafting (Copenhagen)

14. CivilSuite: internal collaboration tools for the Civil Service

15. Act On Co2

16. Act On Co2

17. Plus many others Royal Navy Engineer Challenge iphone app http://itunes.apple.com/gb/app/royal-navy-engineer-officer-challenge/id339491226?mt=8 Balance the Bobby, North Wales Police, participatory budgeting http://www.north-wales.police.uk/balanceyourbobbies/ Cyberbullying, Facebook page, 100,000 fans in a month http://www.facebook.com/EndCyberbullying?v=wall

18. Wider context; the policy drivers that made it happen so far

19. 2.0 Policy: four guiding principles formed the vision Open information To have an effective voice, people need to be able to understand what is going on in their public services; government will publish information about public services in ways that are easy to find, use, and re-use. Open feedback The public should have opportunities to have a fair say about their services and contribute toward their ongoing development. Open conversation We will promote greater engagement through more interactive online consultation and collaboration. We will also empower people to be active on online peer-support networks. Open innovation We will promote innovation in online public services to respond to changing expectations and bringing the concepts into mainstream government practice. Helped frame Working Together: Public Services on Your Side and Digital Engagement: Update on Power of Information :

20. Policy needed explicit green light to let staff participate Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive Share insight and create a dialogue Be integrated Make it part of something bigger, not just an add-on Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, tell people who you are Principles for Online Participation. Part of the Civil Service Code http://www.civilservice.gov.uk/about/resources/participation-online.aspx :

21. The benefits and risks

22. Benefits of using social media Promote conversation to: Improve reputation and influence Promote transparency Listen to feedback and improve service/ brand/ product Empower users, stakeholders and partners Change behaviour Enhance search engine performance Provide a new channel to: Augment traditional channels Increase reach and accessibility Reflect communication preferences Enable staff (communications, policy and delivery) Enhance qualitative and quantitative data

23. Risks Enhance qualitative and quantitative data Loss of ‘control’ Our unfamiliarity with format Absence of standards IT limitations in departments Elasticity of time and place Low levels of efficacy and trust – earn it Level of commitment required to manage Failure to feedback Government trying to be cool

24. The role of policy, guidance, standards Policy – what can be done Guidance – how can I do it Standards - how can it be done well

25. Policy achievement: drivers and inhibitors on the way Triple whammy of drivers Ministerial drive Big-hitters’ buy-in Grass roots enthusiasm Inhibitors are the usual show-slowers Traditional comms control IT control Resourcing implications Policy need to structure the approach to these issues and the risks “ If you can let police walk the streets with guns you can manage the risks of letting them use Facebook.” William Perrin, Policing 2.0 conference, National Policing Improvement Agency

26. Social media strategies… Start life… As an add-on to campaign activity With part-time resourcing In the tool-sheds Powered by enthusiasm

27. … Should nest within wider digital comms strategies… Such strategies… Integrate all digital comms activity Content: reuse, sharing, signposting Cooperation across paid, owned, earned channels Conversion: pull towards action goals Feature full-time resourcing Tools and time Powered by the comms plan

28. … and contribute to digital engagement Strategies Integrated beyond traditional comms function Public participation Data Enabling the workforce Resourcing from beyond comms Operations Delivery Tools and time are applied in a system Powered by the business plan

29. COI Web Standards: helping us do it really well Usability Toolkit Cost, Usage, Quality Naming Mobile Digigov blog http://coi.gov.uk/blogs/digigov/ http://www.coi.gov.uk/guidance.php?page=188

30. Thank you [email_address] Twitter.com/nickjonesCOI COI is the UK Government's centre of marketing excellence. The Interactive Services team consists of 40 staff with over 350 collective years of digital industry experience. It delivers digital projects and assets for about 90 public sector clients. Working with a framework of about 100 digital suppliers, they deliver anything from widgets, sites and campaigns through to social media engagement and digital communications strategies. The team is also involved in writing guidance and cross-government standard setting on the use of social media, mobile and digital engagement. Clients range from the armed forces, through the education and health sectors to environmental and transport departments. http://www.coi.gov.uk/services.php?page=109