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The Response Guide
Getting The Foundations Right In Local Government
Presented by Fergal ColemanLGPro Conference
Bayside Eden, Queens Road, Melbourne.
17th April 2013
Fergal Coleman• Director of Symphony3
• Twitter: @Symphony3Think
• Email: [email protected]
• LinkedIn: au.linkedin.com/in/fergalcoleman/
• Web: www.symphony3.com
Social Media Strategy for Government: http://www.symphony3.com/Social-Media/Social-Media-And-Local-GovernmentSocial Media Training: http://www.symphony3.com/social-media/social-media-training
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Social media - think about people
• Social Media = a set of web tools to allow you to more effectively develop relationships and solve problems for your customers/stakeholders
Why are we doing this?
We can make great gains• 20% improvement in marketing effectiveness• 18% increase in customer satisfaction• 10% reduction in operational costs• 15% decrease in marketing costs• 41% increase in employee satisfaction• 20% decrease in travel costs
“The Rise of the networked enterprise: Web2.0 finds its payday” McKinsey Quarterly, December 2010
• Online is the cheapest way to service customers. A report by SocitM in the UK (www.socitm.gov.uk) on customer service found to service a customer request:
– It costs on average £7.40 face to face
– It costs on average £2.90 by telephone
– It costs on average £0.30 on the web4
People Needs
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How We Do It
Financial Sustainability
Building Blocks
Getting the foundations right: a framework
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
People
LeadershipCulture
Skills +TrainingChange management
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
Engage New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Customer interactions databaseAnalytics
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees
Social Media in the hands of every department
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Social media is just another channel to better communicate and service
To do it right requires big changes in culture and systems
“Government right now is at the cutting edge – of 1973”
Gavin Newsom,
Lt. Governor of California, (Former Mayor, San Francisco)
• Local Government resolves issues and actions service requests
• Local government needs to focus on making customers happier
• Focus on relationships not issues
• Current systems don’t allow this – we can’t tell if the customer is happy
• We need to move to a single customer view to understand the customer
• Social media will form a key part of this
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Isn’t it all about responsiveness?
Are more effective stakeholder relationships in the best interests of your organisation?
What would it mean to your council if you were more effective at …..?
Listening SupportingTalking Collaborating/energising
Response Guide
Objective: Think about relationships
Are more effective stakeholder relationships in the best interests of your organisation?
What would it mean to your council if you were more effective at …..?
Listening SupportingTalking Collaborating
Let’s discuss the Response Guide in this context?
1. Listen (and understand)
“We have two ears and one mouth so that we can listen twice as much as we speak.”
Epictetus (AD 55-c.135)
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Listening with social media
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Can my council use social media to
listen more effectively?
Discuss with a partner.
• How are you currently listening?• How should you be listening?• Do you have the skills in the
organisation to listen well?
Analyse
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Does your council have a good
analysis process?
Discuss with a partner.
• What is your process for analysing posts?
• Is it effective?• Is it scalable?• What needs to change?
Talking
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Where?
What?
How often?
Supporting
• Lower cost• Self service• Quick
resolution• Reusable
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https://twitter.com/YarraCouncil/status/322221949596078080
https://www.facebook.com/jenny.dowell.5
https://twitter.com/traffman/status/316683206554423297
https://www.facebook.com/CityOfKingston?sk=messages_inbox&action=read&tid=id.530506540321256
Supporting
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How can we use social media/web to provide
improved information and support?
Discuss• How can you improve your timeliness?• Is your message consistent – how can you
improve consistency?• As social media grows can you maintain that
consistency?• Do you cite sources in your responses?• Do you focus on the most important posts? Do
you know what the most influential posts are?
Collaborating – government with citizens
Collaborate with customers
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Can we collaborate
more effectively with
customers?
Discuss• Do you have any examples of
customers responding on your behalf?
• How can we encourage more responses from customers/stakeholders?
Prepare for the worst case scenario…
http://www.symphony3.com/_blog/Online_Business_Strategy_And_Digital_Marketing/post/Leveraging_Social_Media_for_Live_Events/
Is responding in social media something that should be led by comms?
• Does it make more sense to have customer service to manage it?
• Online is the cheapest way to service customers. A report by SocitM in the UK (www.socitm.gov.uk) on customer service found to service a customer request:
– It costs on average £7.40 face to face
– It costs on average £2.90 by telephone
– It costs on average £0.30 on the web
• Social media provides us with a great ability to provide proactive customer service, in other words to provide services and fix problems in the community before customers report issues.
• What do you think? Discuss
Make a commitment
• List three things you are going to do as a result of attending this session.
• Discuss with a partner and commit to action!
Conclusions think about customer relationships
Listening Talking Supporting Collaborating
Are we listening, talking, supporting and collaborating as well as
we should be?
Fergal Coleman• Director of Symphony3
• Twitter: @Symphony3Think
• Email: [email protected]
• LinkedIn: au.linkedin.com/in/fergalcoleman/
• Web: www.symphony3.com
Social Media Strategy for Government: http://www.symphony3.com/Social-Media/Social-Media-And-Local-GovernmentSocial Media Training: http://www.symphony3.com/social-media/social-media-training
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Thank you?
People Needs
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How We Do It
Financial Profitability
Building Blocks
How to do social media: a framework
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
People
LeadershipCulture
Skills +TrainingChange management
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Customer interactions databaseAnalytics
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees
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