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Digital Marketing & Social Media Presentation to NLC Corporate Scrutiny Panel 25 July 2011. Including how councillors can make better use of social media.
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Digital Marketing & Social Media@ North Lincolnshire Council + Local
Government Examples
Adrian Capon MBA, Chartered Marketer, MCIM, FIDM
Strategic Marketing Manager
Presentation to Scrutiny 25 July 2011
• What is social media?• What’s happening with different forms of
social media?• How councillors are using social media?• What we are doing in North Lincolnshire?• How social media can support the council?
Aim of the presentation is to share:
What is Social Media?
Social media is people having conversations and sharing a variety of ‘stuff’
It’s about how peopleengage, communicate,
participate and share online…
• Socialnomics
• Socialnomics 2
The Scunthorpe Media Landscape 2011
115,960 average monthly
16,084 average daily
10 miles 32,300
25 miles 113,120
50 miles 462,280
Opportunities for Councillors to use Social Media @ Local Government
Examples
Here are 10 ideas / opportunities to start…
To help you:
• Awareness of social media and how to access it
• To understand in what instances to use it
• To understand how to use it wisely and with out fear of repercussions
It boosts the number of people you can reach when talking about the good work you have done for your area. This includes the local press who can pick up on your stories without you having to press release them.
“Social media is a good way to tell people what you actually do as a councillor.” Nick Bason, Liberal Democrat, Waltham Forrest
Unlike traditional media/leaflet dropping, it allows for two-way communication so you get immediate feedback on your plans or manifesto and can react accordingly.
“(Social media is) an immediate, unmediated and two-way channel of communication with people we represent and need to engage with.” Steven Adams, Conservative, Buckinghamshire
It allows you to connect with a different type of resident – who perhaps can’t give up time to come to council meetings or surgeries
“[My] website had 1000 visits in first 9 weeks [after it was re-launched]. I know that residents are being informed.” Ken Hawkins, Conservative, Solihull
With Twitter you can follow or create conversations on many different interest levels, so you might follow some people because they tweet about your party and others because they are involved in local issues. Depending on who you follow Twitter can become a one-stop-shop for the news and views you are interested in.
“It’s the widening of the local government network. Councillors tend to be isolated into small groups, [but] social media can create larger groups.” Tim Cheetham, Labour, Barnsley
Campaigns can ‘go viral’ with social media. If you are trying to save a local amenity from closure or hoping to prevent an unpopular planning application from being approved. A blog can help explain the cause and Twitter and facebook will help you spread the word.
“Twitter helps me keep in touch with what others locally are thinking and seeing. Broadcasting is one thing, but listening is more useful!” Councillor Tim Prater, Folkestone Town Council`
Help bring your community together and combat extremism. It is important that respectable politicians stand up against extremism in all areas of public debate including the social web.
“Communication isn’t just about broadcasting information, it’s an exchange of information. Our new website is a vital tool for us to better engage with all sections of the community.”Councillor Antony Bull, Chairman, Southwater Parish Council
The conversations are already happening without you. Many citizens are already using social media to talk about local issues – this is an opportunity to become involved. Even if you can’t solve the problem straight away, you can acknowledge it and offer to look into it.
“In such a fast moving world, councils need to keep up or get left behind. Smart councils and councillors are now taking advantage of technology and social media to drive communications, innovation and improvement.” Councillor Michael Chater, Chairman, National Association of Local Councils
It’s simple and cheap to do. Using social media costs nothing more than time, there are no printing costs and you can do it from the comfort of your home or office, rather than out in the elements.
“I’d possibly suggest twitter as being a good place to start, as essentially it’s asking you what you are doing – which is a question most people should be able to answer.” Councillor Anthony Mckeown, Labour, High Peak Borough Council
It’s one of the best ways to engage with young people. Young people are increasingly using social media as a means of communication and entertainment and if we hope to get them involved in local democracy it is important to use the tools they use to speak to them.
“By using the modes of communication young people are using then hopefully we can get them involved in campaigning and even becoming councillors themselves.”Andrew Palfreeman, Conservative, Kirklees Council
People will connect with you on a personal level. When handled properly, social media accounts are great at letting people get to know you a little better, allowing them to warm to you rather than just seeing you as an extension of the council.
“When I started with my blog it was a little like firing an arrow into the sky. I was never sure whether anyone would actually notice. Then the local newspaper started to follow up some of my blog entries. Stories both personal and in my capacity as a councillor started to appear in print. All in all, in my view, social media in local government have a clear future ahead. My advice is ‘pick up your bow and start firing the odd arrow or two!’.” Sean Brady, Independent Parish Councillor, Formby Parish Council
It can go wrong sometimes
BUT….
It can go VERY wrong
Be careful what you say – Once you publish, the “world” can see it…
Understand and stay within your code of conduct regardless of the platform (offline and online)
“think first” would you sayit in a public meeting?
Don’t forget…
• Members’ Code of Conduct – A great starting point
• Legal Considerations– Data protection, libel, copyright etc
• Common sense approach– Be human, don’t try and hide mistakes…(you can’t
hide mistakes on the internet)
Taking the first step
• Give it a go and contribute• Listen, before you speak• Ask around• Find a friendly officer• Look to your party• Set up a blog
Government & SOCITM direction of travel
Costs of channels
• Face-to-face £8.23 per visit
• Phone £3.21 per call
• Web £0.39 per visitor
(Source:Socitm Insight, Dec 2009)
• Face-to-face £7.81• Telephone £4.00• Web £0.17
(Source NWeGG. 2006)
Also, another study (Apr 09)
• Face-to-face £5.51• Telephone £2.53• Web £0.17
48
“Social media should be embraced to allow citizens
to engage more actively in policy formulation and
resource allocation, to hold local services to account
and contribute to their delivery, and to get involved in
devising and implementing their own solutions.
This will contribute to the revitalisation of
democracy and local communities.”
Planting the Flag: a strategy for ICT-enabled local public services reform
Planting the Flag: a strategy for ICT-enabled local public services reform
“Politicians and public service Boards need to see
social media as an opportunity not a threat and
learn how it can be harnessed effectively.
In future, services will need to be designed for
online first. This turns on its head the old model in
which services were designed for traditional phone
and face to face interaction and then put online,
leading to poor usability for users and associated
inefficiencies in handling and processing.”
Digital Marketing & Social Media@ North Lincolnshire Council
It is…
On Television Nintendo Touch Screen
iPhone Mobiles Android Phones
It is…
Satellite (DTH)UK Penetration 38% - Homes 10 millionNo PC Access 53%Social Housing Penetration up to 67%Purchasing Drivers – Aspiration, Belonging, Sport, Gambling, More TV
Cable (Fibre Optic)UK Penetration 12.5% - Homes 3.5 millionNo PC Access 7.5%Social Housing Penetration up to 13%Purchasing Drivers – Can’t afford SKY or didn’t pay,Money saving, Concerned about dish, More TV
Total SKY & Virgin Interactive TVUK Penetration 50.5% - Homes 13.5 millionSocial Housing Penetration up to 80%
How can you get it on TV now ?
Satellite (DTH)UK Penetration 42% - Homes 11 million
Cable (Fibre Optic)UK Penetration 14.6% - Homes 3.8million
The Future – 2011 onwards
Terrestrial (Aerial)UK Penetration 35% - Homes 9million
ADSL (Telephone Line)UK Penetration 2% - Homes 520,000
Terrestrial (Aerial)UK Penetration ? – But will take from other platforms
Satellite (DTH)UK Penetration 1.5% - Homes 400,000
Choice Based Letting
NLTV Video
Digital Marketing & Social Media@ Local Government Examples
people are already using other means to
report problems, praise or discuss issues
Staff social networks add value- just ask the otters!
A case study in the use of internal social media for Kent County Council
The statistics
• To date KCC’s Yammer has 1,556 members (the largest number in Local Government in the UK, according to Yammer)
• 47 internal groups
• 10 internal / external communities
• 8,089 messages
Social networks are…
• another distraction
• a way for people to waste time
• a lot of talk and no action
• dominated by the few and disregarded by the many
• uncontrollable
But they are also a…• great way for people to network• way to identify staff skills and expertise outside
of their job roles• good way to get answer from the organisation• great way to fight rumour and misinformation• way for people to take personal responsibility for
their information and communication
NLC Policy and Guidance
• Not in place - being developed• Primarily aimed at Staff• Need to look at guidance for
– Personal use– Professional use– Different scenarios
• Key things to consider
Build social media into everyone’s day job
I really don’t know how they have time for all this emailing and such – maybe they don’t have enough work to do?
smart phone penetration reached 35%, but growing fast…and anyone can develop an app
Mobile on the go…
