Saving Money - The Impact of Effective Digital Engagement and Improving Citizen Satisfaction and Managing a Crisis - The Impact of Effective Digital Engagement

1. Saving Money - The Impact of Effective Digital Engagement
Christine Townsend, MusterPoint @ctownsenduk
www.musterpoint.co.uk @muster_point

2. Identifying costs efficiencies
• Identify what costs you as an organisation or department
• Costs are not just about money - time, resources and
people
• Make an investment in being more streamlined
www.musterpoint.co.uk @muster_point

3. Thinking creatively
• Look at why people use social media - both internally and
externally – employees are also service users
• Understand your audience motivations
• What are their habits?
• Streamline processes
• Is it transactional?
www.musterpoint.co.uk @muster_point

4. Improving Citizen Satisfaction and Managing a Crisis - The
Impact of Effective Digital Engagement
Christine Townsend, MusterPoint @ctownsenduk
www.musterpoint.co.uk @muster_point

5. What is a (comms) crisis?
• A time of intense difficulty or danger
• A time when a difficult or important decision
must be made
• The turning point of a disease when an important
change takes place, indicating either recovery or
death.
Oxford English Dictionary
www.musterpoint.co.uk @muster_point

6. What is reputational risk?
• A risk of loss resulting from damages to a
firm's reputation, in lost revenue; increased operating,
capital or regulatory costs; or destruction of
shareholder value, consequent to an adverse or
potentially criminal event even if the company is not
found guilty.
• In the public sector: an organisation that could
potentially lose the trust, faith and respect of the public
which they serve
(also key partners, stakeholders and the media)
www.musterpoint.co.uk @muster_point

7. The key stages of social media and incidents
www.musterpoint.co.uk @muster_point

8. Phases of a crisis: business as usual
• Use time to prepare
• Start your measurement benchmarks
• Ensure policies and standard working procedures are in place
• Get your resources together
• Assess training needs
• Get the right tools - and know how to use them!
• Understand what your role is
• Understand what is expected of you
• Make it clear to stakeholders
www.musterpoint.co.uk @muster_point

9. Phases of a crisis: indications
• Start your searches
• Broad monitoring
• Assess potential resource issues
• Engage people early - it’s always easier to stand people
down
• Be sure - is it really a crisis or just a bit of a challenge?
www.musterpoint.co.uk @muster_point

10. Phases of a crisis: declared
• Start a decision log
• Ensure all actions are recorded
• Continue to engage internally with key stakeholders
• Assess team requirements - send people home if
necessary
www.musterpoint.co.uk @muster_point

11. Phases of a crisis: during
• Be the source of reliable and trusted information
• Be flexible and adaptable to change
• Move people to test skills
• Rebut, correct and be consistent
• Consistently update internally
• Write everything down - ensure decisions are justified
www.musterpoint.co.uk @muster_point

12. Phases of a crisis: post
• Assess - what worked, what didn’t?
• Record all learning points
• Check on welfare of team
• Make sure you tell people it’s finished!
Go back to
business as usual
www.musterpoint.co.uk @muster_point

13. Christine Townsend
christine@musterpoint.co.uk
MusterPoint @ctownsenduk
www.musterpoint.co.uk @muster_point