Scottish local authorities social media overview

1. ENERGISE2-0.COM
West of Scotland Local Authorities
Overview of Social Media
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
25th October, 2011

2. 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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4. 4
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5. Social Media Landscape
Business Impact Web 2.0 Applications
Mindset Open source
Business Intelligence Online Applications/ Web Services
Customer Insight and Understanding Social Network Sites
Customer Interaction Social Content – Social Bookmarking
Enhanced Customer Experience – Blogs or Weblogs
Rich Internet Applications Wikis
Reputation Management Podcasts/ Vodcasts
Sales and Marketing Virtual Realities
Product Development and R&D e.g. Mash Ups
engage and co-create RSS Feeds
IT/Software/Applications Mobile Web; Internet Telephony
Operations, Internal Processes and Characteristics Twitter
HRM
Communities and Networks
Openness
Sharing
Peering
Hosted Services – online
applications; the Internet as
the platform
Interactivity
Social Element
Mass Collaboration
Empowerment
Global

6. Potential Benefits
of Social Media
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7. 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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8. How important has it become?
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9. Social Media Revolution
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10. Key Things to Remember
about Social Media
The rules of the game have changed
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11. The End of Business as Usual
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12. A conversation
not a broadcast
platform
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13. 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?
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14. ‘We (really) are the people’
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15. Be Social
New ‘mindsets’ are required to
be successful in social media
‘BE SOCIAL BEFORE
DOING SOCIAL’
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16. 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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17. 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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18. 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 18
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19. 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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20. The ‘6Is’ Approach
Insight and
Impact
Influence Involvement
Intimacy Interaction
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21. Social Media: The State of Play
Where are we? What progress
has been made?
Where are we going?
Social Media Planning Pays
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22. 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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23. Scottish Local Authorities - Progress
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24. 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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25. 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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26. Practical Advice
and Next Steps to
Avoid the Road to
Nowhere
‘Social Media Planning Pays’
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27. ‘Getting There’
• Get more involved
• Set up a Social Media Monitoring System
• Learn more
• Develop a strategy
• Implement
• Monitor
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28. Social Media Monitoring
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29. Social Media Monitoring
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30. 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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31. In Summary……..’Social Media
Planning Pays’
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32. A Workshop Near You…..
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33. Another Workshop Near You..…
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34. Thank You
Questions
www.energise2-0.com
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