Post on 15-Jan-2017
transcript
social media for
local government
Dan Slee
What we’ll do today
Practical exercise: Comms Planning Social Media and Customer Services
Start and introductions
A 2020 Comms Team: What Does Tomorrow’s Comms Look Like Today?
Monitoring and Evaluation: Social Media
BreakCustomer services
A 2020 Comms Team: What Does Tomorrow’s Comms Look Like Today?
“Embrace Chaos.”- Robert Phillips ‘Trust Me, PR Is Dead.’
‘We should communicate like insurgents.’- Tom Fletcher, HM Ambassador, Lebanon
Misty / Flickr https://flic.kr/p/cSkSDQ
Stats
Source: Ofcom, August 2014
2’58” Watching live TV
1’19” Listening to the radio
0’47” Email
0’40” Recorded TV
0’36” Websites & apps
0’29” Phone calls
0’29” Social media
0’15” Newspapers print & web0’4” Online news
0’3” Magazines
0’2” Photo messaging
A UK adult’s daily media landscape
Scottish stats
Source: Ofcom Scottish market
Scottish stats
Source: Ofcom Scottish market
Who we trust is changing
Six challenges
Challenge 1: Smartphones and the internet
Techstage https://flic.kr/p/rMpx54
Techstage https://flic.kr/p/rMpx54
Open the door to social media and customer services walks straight in
2005 comms skills
Press release, media relations, media interview, photo call, print advertising, print, internal comms, intranet, website, TV, radio, strategy, comms planning.
2015 comms skills
Press release, media relations, media interview, photo call, print advertising, print, video, Facebook, social media advertising, Tumblr, Twitter, Flickr, Instagram, podcasting, bloggers, blogs, infographic, open data, email marketing, internal comms, social intranet, audio, TV, radio, linkedin, Instagram, Vine, live Q&A, strategy, comms planning, customer services, snapchat.
Challenge 2: austerity
Challenge 3: video
Challenge 4:
The 80/20 split
Challenge 5:
Movements not hierarchies
Challenge 6:
Educate your clients
How does that all come together?
CASE STUDY #foxnewsfacts
CASE STUDY:Remember Srebrenica
CASE STUDY:Dave Throup, Environment Agency
CASE STUDY:Morgan Bowers,Walsall Council
1. Work out who your audience is2. Go to where your audience’s eyeballs are at a time when they are3. Monitor, Listen and engage with 80/20
4. How would you like them to change the world?
Monitoring: Topsy
Monitoring: Google Alerts
Monitoring: Followerwonk
Monitoring: Social media analytics
Monitoring: Google analytics
Engage: Social media advertising
Targeted ads by area and for people with epilepsy to tell people about a new treatment
Targeted ads by culture and ethnicity
Amec Social media measurement guidance
http://amecorg.com/social-media-measurement/
Social customer services
@scc_help
Sheffield City Council customer services
Calls Received
Website Visits
Face to Face Visitors
Emails Received
Twitter Enquiries
Self-serve E-Forms
White Mail
2012-2013 645,098 4,284,386 222,567 26,674 0 2,632 16,462
2013-2014 762,081 4,361,318 188,014 13,303 0 22,132 27,488
2014-2015 1,109,624 3,976,523 107,689 17,166 479 46,873 30,564
@scc_help
Stats
@sccstreettsahead
26 Dec to 15 Feb255 grit bin requests via Twitter
Thank you!Any questions
Twitter: @dansleeEmail: dan@comms2point0.co.uk