getting digital engagement right

Digital engagement:getting it right

CIPR Public Sector Conference13th October 2011

Helping public services use the internet to make them a bit

more interesting

Strategy

Training

Development

@davebriggs

dave@kindofdigital.com

www.davepress.net

Change is happening…

Walsall:

Express & Star: 23k

Facebook: 222k

(thanks @danslee)

Consumerisation of technology

Mainframes

Minicomputers

Microcomputers

Web / Mobile

Smaller, more personal

(and harder to control)

So: digital engagement

100 million hours

200 billion hours

£5,500

£153,516

Made possible by:

Access to the internet

Access to computing

A nice user interface

Some principles

1. Online communities are communities too!

2. Participation should be at the convenience of the participants.

3. Social media is communications, not Communications

4. Don’t assume that everyone is offline.

5. Interactive websites need interactive organisations

The digital engagement toolkit

1. Go where people are2. Right tool, right crowd

Oh, and you don’t have to like, or use, everything

The importance of a strategic approach

This stuff works

You must understand why you’re doing it though!

Don’t ask “how can we use Twitter?”

Focus on outcomes and needs and use the appropriate medium.

What are you trying to achieve?

What are you asking people to do?

Change perceptions?

Change behaviour?

Improve services?

The need for strategy – without losing flexibility

PrototypeStrategiseDelegate

Strategy:

ObjectivesImplementation

EvaluationRisk Management

Also: a sign off procedure

Other bits of paper:

PolicyCampaign plans

Thanks for listening.

Any questions?

hello@kindofdigital.com

www.kindofdigital.com

twitter.com/kindofdigital