This document discusses using social media to engage customers in the public sector. It notes that citizens increasingly want to interact with peers and governments online through social platforms to get information and support. However, many governments have yet to fully utilize social media. The document outlines several ways governments can better engage citizens through social support solutions that integrate peer-to-peer help, social media responses, and gamification to improve customer service while reducing costs.

1. GCC e-Tourism Conference
Knowing you customer, understanding and learning with social media
December 18-20, 2012 in Millennium Plaza Hotel, Dubai, UAE
Dieter Hovorka dieter@dreamtek.tv
Solution Consulting +971 56 101 2480

3. e-Tourist or e-Human or Human

4. DREAMTEK GROUP OF COMPANIES
Creative Communications
& Solutions
@ Enterprise Level
The Software Experts The Digital Agency The Video Experts

5. CONNECTING PARTNERS FOR VALUES
Creative
Communication
Consulting
Services

6. Complete Online / Digital Marketing
A/B Testing Smart device Web Contact
Segmentation ALead Vendor D
Vendor Conversion Engagement
Personalization Brand
Vendor C WxMVendor B
E-Mail
Analytics Social Forum Community

7. What we do – iPhone Airport App

8. What we do – iOS City Guide

9. What we do – Facebook App

10. What we do – iPhone Ramadan App

11. Our Vision
Empower government to deliver and optimize successful citizien-
centric service across multiple channels with an Enterprise
Marketing Solution (EMS) approach and convey a more effective
site visitor experience with a fully integrated Customer
Experience Management (CxM) solution.

13. How do we do it
1. We follow Trends
2. Utilize Social Support

14. 1 Don’t Swim Against Trends
Social Media Marketing Trends 2012

15. Digital Media in Marketing
Engaging content is a
must for all
organizations which
have the need to catch
the attention of their
clients and stay in
dialogue with their
audience. Digital Media
allows us to appear in a
compelling spotlight

16. Engaging
citizens
will be a
challenge.

17. Audience will be in control.

18. Social media monitoring
gets even more important.

19. Community management
is important to engage people.

20. Social media and personal
communications will be mobile.

21. Integrating websites with
social technology.

22. Social Commerce
Friend’s recommen-
dations are the most
powerful sales
triggers. Businesses
will use that by
integrating shopping
to social networks and
using social connect
in their e-commerce
sites.

23. Location! Location! Location!

24. Measuring results! (ROI)
The guys upstairs
want to know how
much of that
investment are they
going to get back.
Models of measuring
social media
marketing
effectiveness will
emerge.

25. Campaigns spanning
from offline to social.

26. The Oil of Today - Data
Knowing your audience
is a must to make
personalized content.
Keeping the dialogue to
between your citizen
and your organization is
a must so success. Still
80% of all web-sites did
not have personalized
content in 2011.

27. 2 Utilize Social Support

28. citizens are social…
63% 60%
55%
“I search for
others with
46%
“I want
similar problems “I want interaction information to
online when I with peers “I want product services and
need help” on Facebook” knowledge” community”

29. …public sector are not there yet.
63% 60%
55%
46%
25% 29%
9% 22%
Citizens Citizens Citizens Citizens want
search for others want interaction want product information to
online with with peers on knowledge” services and
similar problems Facebook community
when they need
help citizens
government

30. bottom line:
citizens want more governments online…
better deeper
experiences engagement
(with each other and the government)
purposeful greater
interaction reward

31. 4 ways to close the gap
1 2 3 4
peer-to-peer social
ideation gamification
engagement support
Your citizens Citizens expect Citizens want to Your citizens
want to talk to help online fast— contribute— want recognition
each other— give it to them. ask them for their and reward—give
make it easy for ideas. them ways to
them. level up.

32. Governments
can save a
fortune by
serving
citizens on
lower cost
channels
source: Forrester Research

33. deliver better value and service
$
Savings Scalability Satisfaction
call deflection increase in agent increase in NPS
efficiency

34. integrates social into your broader
customer care strategy
community
.com
infused website CRM
problem
search
question idea
tribal response
i have a knowledge
social
media

35. build a positive reinforcement loop
community
answers majority
of questions
CRM unanswered
questions are
escalated to expert
employees
answer is delivered search
to 1000s of
customers through
search
customer has a positive
service experience

36. social support solution
reduce support costs while
increasing satisfaction
increase contact center
efficiency
turn knowledge into a
strategic business asset

37. provide excellent customer
service
improve the lives
of agents
solve
save money customer 70%
when customers problems improved
succeed with faster time to
self-service proficiency
50-60%
up to
20% 20-35%
improved time to improvement
resolution in employee retention
call deflection
and satisfaction
source: consortium for service innovation. Report on consortium member
results after implementing knowledge centered support

38. join the social customer experience
listen
respond
forums blogs reviews q&a surveys
integrate
identity &
engage
contests reputation engine groups video
enhance
ideas knowledge

40. summary
Know- how
• Local market presence
• International partners
• Lifecycle of media
• Digital Content Experts
Platform Solutions
• Complete Marketing Solution
• Social importance growing
• Quick implementation
• Best practice
• Large reference base
Dieter Hovorka, dieter@dreamtek.tv, +971 56 101 2480

42. IMAGINE.
The implications.

43. Mission Social Space