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Digital Engagement: Citizens and Government


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Keynote at BlogOpen, Novi Sad, Serbia, October 2011 Digital Engagement: Citizens and Government

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Digital Engagement: Citizens and Government

  1. 1. Digital Engagement: Citizens and Government Tiffany St James Blog Open Serbia, October 2011 @TiffanyStJames
  2. 2. Multi-way engagement between government and citizens can no longer be ignored
  3. 3. Eric Schmidt, Chairman, Google Inc Between the birth of the world and 2003, there were five exabytes of information created. We [now] create five exabytes every two days. In 2010 we created 5 exabytes of data every 2 days
  4. 4. How we now target consumers What people do online, not what postcode or demographic is playing an increasingly larger role in consumer targeting
  5. 5. Trust in communications Peer to peer recommendation now at 90%, trust in advertising 14%
  6. 6. The landscape in 2007 2007: Sizes based on membership of a community
  7. 7. The landscape in 2010 2010: Sizes based on social activity in a community
  8. 8. Lobbyist will be using it Listen to what your lobbyists are saying on social channels
  9. 9. Smart Mobs: Democracy in action?
  10. 10. The rules have changed We expect the government to be listening on social channels
  11. 11. Embedding social media
  12. 12. Engagement benefits <ul><li>Connecting with like-minded individuals </li></ul><ul><li>Peer to peer recommendations </li></ul><ul><li>Stimulating the debate of your most interest </li></ul><ul><li>Engaging with people in the their spaces </li></ul><ul><li>eCRM </li></ul><ul><li>Data collation </li></ul><ul><li>Product, proposal, policy testing </li></ul><ul><li>Informing business, brand, policy strategy </li></ul>Start small, innovate, collate leverage cases, present risk solutions
  13. 13. Use of social media in business <ul><li>HR </li></ul><ul><li>PR </li></ul><ul><li>Direct sales </li></ul><ul><li>Customer Service </li></ul><ul><li>Business Intelligence </li></ul>5 uses of social media from @thebrandbuilder
  14. 14. Digital Strategy – scoping Corporate Digital Strategy Brand Digital Strategy Campaign Digital Strategy Content Strategy Engagement / Social Media Strategy Corporate Comms Strategy Map where social media sits in the organisational structure
  15. 15. Identify opportunities for comms <ul><li>ACT ON CO2 Customer Journey </li></ul>Based on Prochaska’s theoretical model of behavioural change [Source: COI, UK Govt] Match social strategy opportunities with actual customer journeys
  16. 16. Have a digital code of conduct <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant </li></ul><ul><li>Be an ambassador for </li></ul><ul><li>your organisation </li></ul>Set behavioural expectations for your staff
  17. 17. Have a social media policy <ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Statement of ethics </li></ul><ul><li>Context for organisation </li></ul><ul><li>Tools and services </li></ul><ul><li>Professional and personal use </li></ul>Set a framework so they know what they can and can’t do
  18. 18. Have social media staff guidance Give your people ‘How to’ guidance
  19. 19. Rebuttal Source: FreshNetworks
  20. 20. Citizen engagement opportunites
  21. 21. 7 Levels of engagement <ul><ul><li>Disseminating information </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Gaining insight </li></ul></ul><ul><ul><li>Responding </li></ul></ul><ul><ul><li>Discussing </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Collaborating </li></ul></ul><ul><li>Deeper engagement </li></ul>UK Government 7 levels of digital engagement
  22. 22. From this… Infographics are critical to effective modern digital communication
  23. 23. … To this Infographics are critical to effective modern digital communication
  24. 24. Rich media broadcast Social media can be used for broadcast
  25. 25. Rich photography Create rich shareable content
  26. 26. Podcasts Create content in different mediums
  27. 27. Departmental You Tube Channel
  28. 28. Remember This? NOT PROTECTIVELY MARKED
  29. 29. Social media monitoring If you do one thing: Listen to what people are saying
  30. 30. Two-way engagement: Responding Create opportunities to solve local issues
  31. 33. Multi-way engagement Link your social and digital platforms
  32. 34. Campaign on multiple channels Have multiple channels through campaigns
  33. 35. Collaborating Create apps to put the power in public hands
  34. 36. Multi-way collaboration Co-create policy using public opinion
  35. 37. Crowdsourcing service experience and improvement in policing Offer different ways to engage: keep channels open
  36. 38. Through communities Take messages out through other community platforms
  37. 39. Staffordshire police in the riots Use social channels in ultra-sensitive times
  38. 40. Launch Plan Free your data: allow developers to create new value
  39. 41. Our duty as citizens to ask or show the way
  40. 42. ePetitions ePetitions: 100 000 signatures for parliamentary debate
  41. 43. Competition to fund ideas Create competitions to gather insights
  42. 44. Patient Opinion: crowdsourcing dignity in health and care Be aware of community sites involved in your agenda
  43. 45. If it doesn’t exist: show your government how
  44. 46. Thank you! Tiffany St James on most social channels Let’s keep talking…. @TiffanyStJames Slides on
  45. 47. Digital: • strategy • training programmes • social engagement • amplification