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