Date post: | 16-Dec-2014 |
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Technology |
Upload: | sophie-chevalier |
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April 10, 2023
PUBLIC SERVICES& SOCIAL MEDIA
A perfect match or a growing relationship?
Agenda
The advent of Social Media: rise of the communities1
34
Public Services on Social Media: what can of presence today?5
2
Social Media offers public services during crisis, but who is behind it?
Social Media in a communication plan: where does it belong?
Communities? What about public services
1RISE OF THE COMMUNITIES
The advent of Social Media:
Before 1989: companies CONTROLLED their communication closely via PR &
Marketing
1989
The Internet
Now,EVERYBODY can share their experiences and their
(dis)satisfaction. It can’t be controlled anymore.
A Consumer Revolution
What happened during the last 10 years?
2002
2003
2003
2005
2006
2007
>3bn pictures by 20092011
2003
1999Bought by Google 2003
2007
User-generated content on sites : reviews
Bloggers tests
Dedicated blogs
Word of mouth is now global. Everyone has an opinion
SOCIAL MEDIA IS A REALITY
Social Media is here to stay
It can be a threat but is mainly an opportunity BUT it requires a lot of work!
Social Media reinvents the concept of consumers’ voice and enables the power of conversation
Social Media in Numbers
What does it represent in Belgium?
5,2 millions of Belgians use Social Media = 64% of the population.
Age on Facebook
Over 55Under 55
Social Media in Belgium
FacebookLinked InNetlogTwitter
Good News:YOU can be part
of the conversation
2
Social Media in a Communication plan
WHERE DOES IT BELONG?
The truth is that successful Social Media planning can be as hard as crossing the world’s most difficult roundabout
Businesses benefit most from a structured approach
Differentiating between various media types
EARNEDMEDIA
OWNEDMEDIA
RENTEDMEDIA
Websites, corporate blog, twitter account, facebook group, YouTube Channel,
brand community, ...
Display ads, paid search, sponsoships, Rented Email
lists, ...
twitter, facebook, blogs, forums, review sites, Youtube,
Flickr, Digg...
Social Tactics To Grow a Business
MEDIA YOU OWN MEDIA YOU RENT MEDIA YOU EARN
LISTENING Private research communityWebsite surveys (pop-up) Online Focus Groups Social Media Monitoring
TALKING + RESPONDING
Website, blog, Twitter/FB account, own Email list, Brand community
Campaign Launch:
Display ads, SponsorshipPaid searchRented Email listsBranded profile skins (Netlog)
Viral campaignsE-reputation management
ENERGIZING Member-get-Member platformBranded blog platform
Ambassador identificationSocial buttons (Facebook Share, Connect)
PEERSUPPORTING
Collaborative webcare platform, wiki Outsourced support
EMBRACING Custom platform for Crowdsourced innovation Out -+ Crowdsourced innovation
3Communities? It’s about
public services!
Public services
SOCIAL, COMMUNITY -----> perfect fit for Social Media, right?
SOCIAL MEDIA ALLOWS YOU TO
1
2
3
4
Communicate directly with citizens: 2-way conversations
Build strong communities both online and off line
Be there when and where you are needed
Offer great service on a daily basis, not just during crisis.
So, Public Services are a hit on Social Media, right?... Right?
No!
WHAT DO WE TALK ABOUT ON A REGULAR BASIS?
The problem?
4WHO IS BEHIND IT?
Social media, Public Services & Crisis
Whenever there is a CRISIS, it then seems obvious to use Social Media but without prior presence it is very difficult to be effective.
Pukkelpop 2011: a storm hits the festival. A stage collapses. Communication lines are off. Festival-goers are stuck in Hasselt
Example 1: Pukkelpop 2011
The Power of #hashtags
The London Riots of 2011
Example 2: London riots – the clean up
The power of #hashtags
While Blackberry’s IM system was blamed for helping looters get organised, the citizens’ response was to share real time information via Social Media and later organise the clean-up.
WHERE WERE THE PUBLIC SERVICES?
The Met’s response?Ask citizens to post pictures of looters on their FlickR account so they could be punished…a few weeks later
Whenever there is a problem that touches the general population, Social Media allows real-time communication to INFORM, HELP, ADVISE and REASSURE citizens. It is a powerful tool that should be embraced by public services.
5WHAT KIND OF PRESENCE?
Belgian Public Services on Social Media
TRANSPORT: STIB
SERVICES: POLICE
Services: Bpost
SERVICES: FIREFIGHTERS
SERVICES: FIREFIGHTERS
AND ABROAD?
CONCLUSIONS FOR YOU
Social media = a good opportunity to communicate & reach the communities you provide with services
It also allows you to INFORM and be present in real time during crisis (small or important)
BUT
you need a clear long term strategy + content plan to sustain conversations in
the long run
Because you DO have real role to play – that can be enabled & empowered
by Social Media
QUESTIONS?