Digital Engagement, UK Govt 2012

Digital Engagement

Good Practice and Principles

Digital Leaders

BIS October 2012

Landscape changes

Brand buying influence by roles

@TiffanyStJames

http://www.slideshare.net/globalwebindex

Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck

Shift in trust by roles

@TiffanyStJames

News arrives through twitter first

How did you hear about

the demise of MJ?

Jan 09: Hudson River

Landing on twitter first

Or Whitney?

@TiffanyStJames

Media outlets get average 15 RTs Source: Cambridge university 2012

Digital as delivery choice

“Digital is not

another channel,

it is the delivery

choice for this

generation”

Francis Maude, Minister for Cabinet Office

Intellect World-Class Public Services Conference

11 June 2012

Source: http://bit.ly/MaudeQ

Photo source: http://www.flickr.com/photos/cabinetoffice

@TiffanyStJames

This is nothing new for us

Engagement benefits

• Connecting with like-minded individuals

• Peer-to-peer recommendations

• Stimulating the debate of your most interest

• Engaging with people in their spaces

• eCRM

• Data collation

• Product, proposal, policy testing

• Informing business, brand, policy strategy

Start small, innovate, collate leverage cases, present risk solutions

From this…

@TiffanyStJames

…To this

Infographics are critical to

effective modern digital communication @TiffanyStJames

Rich media broadcast

Broadcast Responding Discussing Consulting Collaborating

We have moved on significantly

from web publishing @TiffanyStJames

Staffordshire police in the riots

Broadcast Responding Discussing Consulting Collaborating

Use social channels

in ultra-sensitive times @TiffanyStJames

Campaign on multiple channels

Broadcast Responding Discussing Consulting Collaborating

@TiffanyStJames

Two-way engagement: Responding

Broadcast information

Responding Discussing Consulting Collaborating

Create opportunities

to solve local issues @TiffanyStJames

Co-creation of Policy and Community Growth

@TiffanyStJames

Broadcast Responding Discussing Consulting Collaborating

Crowdsourcing service experience

Broadcast Responding Discussing Consulting Collaborating

@TiffanyStJames

Multi-way collaboration

Co-create policy using public opinion

Broadcast Responding Discussing Consulting Collaborating

@TiffanyStJames

S e

Broadcast Responding Discussing Consulting Collaborating

Multi-social engagement

@TiffanyStJames

Photo source: http://www.civilservice.gov.uk/reform/facebook-twitter/images

Social media Q and As

@TiffanyStJames

Citizens have a duty to ask

or show the way

ePetitions

@TiffanyStJames

Competition to fund ideas

@TiffanyStJames

Crowdsourcing dignity in health and care

Be aware of community sites

involved in your agenda @TiffanyStJames

Source: http://bit.ly/ShropPP

Independent panels informing policy

@TiffanyStJames

Open policymaking

@TiffanyStJames

http://www.demsoc.org/

Innovations in citizen engagement

@TiffanyStJames

How can we be more

customer-centric?

Photo source: http://gossinteractive.com

5 pillars of customer-centric digital solutions

@TiffanyStJames

10 Trust Indicators

Transparency

Clear motives

Can tell if goal is to sell or to inform

Clear when the goal is to help

Relevance

Directly on topic

Understands and acknowledges needs

Format

Won’t need to work to use the information

Won’t waste valuable time hunting for

what’s wanted/needed

Accuracy

Quality of the info

Can be validated by other sources

Awareness

Peer Recognition

Relatability

Consumer’s perspective

Respects like a knowledgeable friend

Expertise

Communicates authority

Perceived as having essential value

Relevant knowledge, advances consumer goal

Choice

Provides consumer choices

Respects consumer’s process

Fairness

Provides info/ tools to evaluate pros, cons, risks

Acknowledges areas working on improving

Exclusivity

Offers something unique: tools, user experience

Fundamentals

Confirmers

Differentiators

@TiffanyStJames

Source:

http://advertiseonabout.com

5 ways to build trust

Interact with customers as partners

Acknowledge and respect consumers’ processes

Support consumers after interaction

Demonstrate an understanding that consumers’ lives change

Build engagement by using every opportunity to solve

consumers’ large and small challenges

@TiffanyStJames

Source:

http://advertiseonabout.com

It’s change management

Photo source: http://www.eoslifework.co.uk/Images/pitfig1.gif

@TiffanyStJames

We need new models

Picture Source: http://bit.ly/AIDAsocial

AIDA

is

100

years

old

@TiffanyStJames

Objectives

Audit

Listening

Audiences Channels

Activity

Measure

Strategic comms process with digital steps

Optimise

@TiffanyStJames

Uses of digital in Govt

HR

Internal Comms

Marketing: awareness to engagement

Transactions and Service Delivery

Customer Service

Business Intelligence

Initial

Social Talent Mechanisms, L&D, Reward and Recognition

Collaborative working tools, Employee Engagement,

Engagement delivering objectives

Consultation, Collaboration

Mechanisms, Tools, Channels

Sentiment, Care Channels

Research, Policy, Transactions, Innovation

Excellence

Social Talent Attraction Programme, Dynamic Innovation Culture

Social Intranet with soft walls

Digital and Social multi-way collaboration

Transaction, Channel Shift Conversion Programme

Social CRM Hub

News Room/ War Room Capability Embedded

Framework

@TiffanyStJames

Accessibility to good content

• Make your content

palatable, digestible and

bite-sized

• On multiple devices

• Make it shareable

• East to interact Photo source: http://www.daltonagency.com/?p=7836:

@TiffanyStJames

Rebuttal

Source:

http://bit.ly/AAprocess

Your progress in customer-centric services

From tomorrow:

• Share the conversations, connections and insight from today

• Look closely at your digital customer offer

• Consider if you need more support in establishing online trust, data security

• Are your Legal / IT / HR teams doing all they can to support this agenda?

• Consider what do you need to do next

@TiffanyStJames

Your communications should…

Inform Inspire

Educate Engage

@TiffanyStJames

Resources

• How to find your digital stakeholders: here

• Media Landscape in Twitter 2012: here

• The Democratic Society: here

• GDS Less about identity more about trust: here

• Consumer Trust report: here

@TiffanyStJames

Thank you, let’s keep talking…

Social Media Strategist

This presentation is

available to download at:

http://slideshare.net/tiffanystjames

Tiffany St James

@TiffanyStJames

tiffany@stimulationltd.co.uk

Digital: • strategy • training programmes • social engagement • amplification