ENERGISE2-0.COM Overview of Social Media West of Scotland Local Authorities Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com 25 th October, 2011
Scottish local authorities social media overview
Jan 22, 2015
Scottish local authorities social media overview
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ENERGISE2-0.COM
Overview of Social Media
West of Scotland Local Authorities
Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
25th October, 2011
ENERGISE2-0.COM
Agenda
Half hour overview: • The social media landscape (blogs, twitter, podcasts,
social networks etc)• Opportunities and challenges• ‘State of Play’ – progress made• ‘Social Media Planning Pays’• Discussion
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Social Media Landscape
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Business Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
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Potential Benefits of Social Media
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Potential Benefits
5 main areas:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)
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How important has it become?
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Social Media Revolution
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Key Things to Rememberabout Social Media
The rules of the game have changed
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The End of Business as Usual
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A conversationnot a broadcast platform
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Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are already taking place relevant to your local authority. Are you listening?
• Power shift– Social media empowers customers, empowers the network.
Recognizing this shift is the cornerstone of future success • Declining effectiveness of traditional marcom approaches
– Does anyone listen any more?13
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‘We (really) are the people’
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Be Social
New ‘mindsets’ are required to be successful in social media
‘BE SOCIAL BEFORE DOING SOCIAL’
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Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
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What is Social Media?
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe
This is something we are not very good at doing. We prefer telling people how good we are
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Key Things to Remember
• New performance measures– Business success depends on the quality of your customer base;
the strength of the relationship you have with quality customers; and your ability to leverage that relationship
– In a social media era, business success depends on the • Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring/performance management tools
• The need for new business/marketing models based on networks/engagement/two way dialogue etc
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Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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The ‘6Is’ Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
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Social Media: The State of Play
Where are we? What progresshas been made?
Where are we going?
Social Media Planning Pays
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General Progress
Interest and enthusiasm has grown rapidly
Everyone is now a social media expert
Channels are being set up
But a broadcast mentality prevails
Lack of strategic planning - leads to problems re ‘mindset’, resourcing, performance measurement, content, customer segmentation etc
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Scottish Local Authorities - Progress
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Scottish Local Authorities - Progress
• 29 out of the 32 local councils in Scotland are active on twitter
• 17 out of the 32 councils set up their twitter accounts in 2008/09, 11 in 2010 and one more recently in 2011
• The combined number of followers for the 29 accounts is 63,878. The two largest councils, Glasgow and Edinburgh, account for 33 per cent of all followers
• The 29 councils have sent a total of 32,485 tweets, an average of 1,120 per council
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Scottish Local Authorities - Progress
• Only three councils post an average of 5 or more tweets per day. Twenty four councils post twice per day or less
• 86 per cent of all posts were ‘plain tweets’ or tweets with ‘links’. Only 4 per cent of tweets were ‘replies’. In 17 councils, over 90 per cent of all posts were ‘plain tweets or replies’
• Indicates a broadcast rather than engagement ‘mindset’
• Much progress still needs to be made before local authorities in Scotland are leveraging the full potential of twitter as a platform for customer engagement
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Practical Adviceand Next Steps to Avoid the Road to Nowhere
‘Social Media Planning Pays’
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‘Getting There’
• Get more involved• Set up a Social Media Monitoring System• Learn more• Develop a strategy• Implement• Monitor
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Social Media Monitoring
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Social Media Monitoring
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Develop a Strategy
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• Key Actions and Initiatives
• Organisation, Resource and People Issues
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In Summary……..’Social Media Planning Pays’
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A Workshop Near You…..
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Another Workshop Near You..…
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