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Delivered to the CIPR public services conference, October 2011.
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Digital engagement:getting it right
CIPR Public Sector Conference13th October 2011
Helping public services use the internet to make them a bit
more interesting
Strategy
Training
Development
Change is happening…
Walsall:
Express & Star: 23k
Facebook: 222k
(thanks @danslee)
Consumerisation of technology
Mainframes
Minicomputers
Microcomputers
Web / Mobile
Smaller, more personal
(and harder to control)
So: digital engagement
100 million hours
200 billion hours
£5,500
£153,516
Made possible by:
Access to the internet
Access to computing
A nice user interface
Some principles
1. Online communities are communities too!
2. Participation should be at the convenience of the participants.
3. Social media is communications, not Communications
4. Don’t assume that everyone is offline.
5. Interactive websites need interactive organisations
The digital engagement toolkit
1. Go where people are2. Right tool, right crowd
Oh, and you don’t have to like, or use, everything
The importance of a strategic approach
This stuff works
You must understand why you’re doing it though!
Don’t ask “how can we use Twitter?”
Focus on outcomes and needs and use the appropriate medium.
What are you trying to achieve?
What are you asking people to do?
Change perceptions?
Change behaviour?
Improve services?
The need for strategy – without losing flexibility
PrototypeStrategiseDelegate
Strategy:
ObjectivesImplementation
EvaluationRisk Management
Also: a sign off procedure
Other bits of paper:
PolicyCampaign plans
Thanks for listening.
Any questions?
