The document discusses best practices for digital engagement and principles of good digital communication. It provides examples of how organizations can use social media to broadcast information, respond to users, discuss topics, consult with stakeholders, and collaborate. Effective digital strategies involve transparency, relevance, expertise, and building trust with users. Channels should be used to engage in two-way conversations and crowdsource ideas from citizens. The presentation emphasizes moving from one-way communication to more collaborative and customer-centric approaches online.

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

2. Landscape changes

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

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

5. 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

6. 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

7. This is nothing new for us

8. 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

9. From this…
@TiffanyStJames

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

11. Rich media broadcast
Broadcast Responding Discussing Consulting Collaborating
We have moved on significantly
@TiffanyStJames
from web publishing

12. Staffordshire police in the riots
Broadcast Responding Discussing Consulting Collaborating
Use social channels
@TiffanyStJames
in ultra-sensitive times

13. Campaign on multiple channels
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames

14. Two-way engagement: Responding
Broadcast
Responding Discussing Consulting Collaborating
information
Create opportunities
@TiffanyStJames
to solve local issues

15. Co-creation of Policy and Community Growth
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames

16. Crowdsourcing service experience
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames

17. Multi-way collaboration
Broadcast Responding Discussing Consulting Collaborating
Co-create policy using public opinion @TiffanyStJames

18. Multi-social engagement
S e
Broadcast Responding Discussing Consulting Collaborating
@TiffanyStJames

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

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

21. ePetitions
@TiffanyStJames

22. Competition to fund ideas
@TiffanyStJames

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

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

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

26. Innovations in citizen engagement
@TiffanyStJames

27. How can we be more
customer-centric?

28. 5 pillars of customer-centric digital solutions
Photo source: http://gossinteractive.com
@TiffanyStJames

29. 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 information Choice
Won’t waste valuable time hunting for Provides consumer choices
what’s wanted/needed Respects consumer’s process
Differentiators
Accuracy Fairness
Provides info/ tools to evaluate pros, cons, risks
Quality of the info
Acknowledges areas working on improving
Can be validated by other sources
Exclusivity
Offers something unique: tools, user experience
Source:
@TiffanyStJames
http://advertiseonabout.com

30. 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

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

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

33. Strategic comms process with digital steps
Objectives
Measure Audit
Optimise
Activity Listening
Channels Audiences
@TiffanyStJames

34. Framework
Uses of digital
Initial Excellence
in Govt
Social Talent Mechanisms, L&D, Social Talent Attraction Programme,
HR
Reward and Recognition Dynamic Innovation Culture
Collaborative working tools,
Internal Comms Social Intranet with soft walls
Employee Engagement,
Marketing: awareness to Engagement delivering objectives Digital and Social multi-way
engagement Consultation, Collaboration collaboration
Transaction, Channel Shift
Transactions and Service Delivery Mechanisms, Tools, Channels
Conversion Programme
Customer Service Sentiment, Care Channels Social CRM Hub
Research, Policy, Transactions, News Room/ War Room
Business Intelligence
Innovation Capability Embedded
@TiffanyStJames

35. 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

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

37. 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

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

39. 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

40. 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

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