The document is a slideshow presentation about digital engagement given by Tiffany St James. Some key points from the presentation include: - Digital channels are now the primary means of delivery and engagement for many organizations. Trust and engagement are built through transparency, expertise, choice, and addressing customer needs. - Traditional communication models like AIDA are outdated and new engagement models are needed. Organizations should engage customers as partners and acknowledge their perspectives and changing needs. - Effective digital communication requires strategies for multiple social media channels, crowdsourcing, and interactive tools like ePetitions and feedback mechanisms. Goals should be to inform, inspire, engage and educate customers. - Organizations should review their digital customer

1. DL1: DIGITAL ENGAGEMENT
Plenary 1: Digital Engagement
Tiffany St James
Founder, Stimulation Ltd

2. Digital Engagement Digital Leaders
BIS October 2012
Good Practice and Principles

3. Landscape changes

4. Brand buying influence by roles
http://www.slideshare.net/globalwebindex @TiffanyStJames

5. Shift in trust by roles
Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck
@TiffanyStJames

6. News arrives through twitter first
How did you hear about
the demise of MJ?
Or Whitney?
Jan 09: Hudson River
Landing on twitter first
Media outlets get average 15 RTs
Source: Cambridge university 2012
@TiffanyStJames

7. Digital as delivery choice
“Digital is not
another channel,
it is the delivery
choice for this
generation”
Francis Maude, Minister for Cabinet Office
Photo source: http://www.flickr.com/photos/cabinetoffice Intellect World-Class Public Services Conference
11 June 2012
Source: http://bit.ly/MaudeQ @TiffanyStJames

8. This is nothing new for us

9. Engagement benefits
• Connecting with like-minded individuals
• Peer-to-peer recommendations
• Stimulating the debate of your most interest
• Engaging with people in their spaces
• eCRM
• Data collation
• Product, proposal, policy testing
• Informing business, brand, policy strategy
Start small, innovate, collate leverage cases, present risk solutions

10. From this…
@TiffanyStJames

11. …To this
Infographics are critical to
@TiffanyStJames
effective modern digital communication

12. Rich media broadcast
We have moved on significantly
@TiffanyStJames
from web publishing

13. Staffordshire police in the riots
Use social channels
@TiffanyStJames
in ultra-sensitive times

14. Campaign on multiple channels
@TiffanyStJames

15. Two-way engagement: Responding
Create opportunities
@TiffanyStJames
to solve local issues

16. Co-creation of Policy and Community Growth
@TiffanyStJames

17. Crowdsourcing service experience
@TiffanyStJames

18. Multi-way collaboration
Co-create policy using public opinion @TiffanyStJames

19. Multi-social engagement
S e
@TiffanyStJames

20. Social media Q and As
Photo source: http://www.civilservice.gov.uk/reform/facebook-twitter/images
@TiffanyStJames

21. Citizens have a duty to ask
or show the way

22. ePetitions
@TiffanyStJames

23. Competition to fund ideas
@TiffanyStJames

24. Crowdsourcing dignity in health and care
Be aware of community sites
@TiffanyStJames
involved in your agenda

25. Independent panels informing policy
Source: http://bit.ly/ShropPP @TiffanyStJames

26. Open policymaking
http://www.demsoc.org/ @TiffanyStJames

27. Innovations in citizen engagement
@TiffanyStJames

28. How can we be more
customer-centric?

29. 5 pillars of customer-centric digital solutions
Photo source: http://gossinteractive.com
@TiffanyStJames

30. 10 Trust Indicators
Transparency Awareness
Clear motives Peer Recognition
Can tell if goal is to sell or to inform Confirmers Relatability
Clear when the goal is to help Consumer’s perspective
Respects like a knowledgeable friend
Relevance
Directly on topic Expertise
Understands and acknowledges needs Communicates authority
Perceived as having essential value
Format
Fundamentals Relevant knowledge, advances consumer goal
Won’t need to work to use the Choice
information Provides consumer choices
Won’t waste valuable time hunting for Respects consumer’s process
what’s wanted/needed Differentiators
Fairness
Accuracy Provides info/ tools to evaluate pros, cons, risks
Acknowledges areas working on improving
Quality of the info
Can be validated by other sources Exclusivity
Offers something unique: tools, user experience
Source:
@TiffanyStJames
http://advertiseonabout.com

31. 5 ways to build trust
Interact with customers as partners
Acknowledge and respect consumers’ processes
Support consumers after interaction
Demonstrate an understanding that consumers’ lives change
Build engagement by using every opportunity to solve
consumers’ large and small challenges
Source:
@TiffanyStJames
http://advertiseonabout.com

32. It’s change management
Photo source: http://www.eoslifework.co.uk/Images/pitfig1.gif
@TiffanyStJames

33. We need new models
AIDA
is
100
years
old
Picture Source: http://bit.ly/AIDAsocial
@TiffanyStJames

34. Strategic comms process with digital steps
@TiffanyStJames

35. Framework
@TiffanyStJames

36. Accessibility to good content
• Make your content
palatable, digestible and
bite-sized
• On multiple devices
• Make it shareable
Photo source: http://www.daltonagency.com/?p=7836:
• East to interact
@TiffanyStJames

37. Rebuttal
Source:
http://bit.ly/AAprocess

38. Your progress in customer-centric services
From tomorrow:
•Share the conversations, connections and insight from today
•Look closely at your digital customer offer
•Consider if you need more support in establishing online trust, data security
•Are your Legal / IT / HR teams doing all they can to support this agenda?
•Consider what do you need to do next
@TiffanyStJames

39. Your communications should…
Inform Inspire
Engage Educate
@TiffanyStJames

40. Resources
• How to find your digital stakeholders: here
• Media Landscape in Twitter 2012: here
• The Democratic Society: here
• GDS Less about identity more about trust: here
• Consumer Trust report: here
@TiffanyStJames

41. Thank you, let’s keep talking…
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
This presentation is
available to download at:
http://slideshare.net/tiffanystjames
@TiffanyStJames

42. Digital: • strategy • training programmes • social engagement • amplification