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Exploring a brave new world. Encouraging a dialogue between organisations and
communities
socialmedia
networkingRSS
blogsblogs
video
podcasts
bookmarks
virtual worlds
conversation
photos message boards
wikis sharing
engagementmicro blogs
collaboration
communication
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= resident
Traditional communications model
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= resident
= social media platform
Social communications model
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The revolution will be digitalised
We want people to:
• love our websites. • visit them more frequently.• contribute to them.• refer them to their friends. • tell us what they think of us.• collaborate and consult with us. • feel connected to us and our services.• feel proud of being a Camden customer.
We want to:
• empower our citizens and start to transform the way we deliver services.
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What we’re up to
• Social media policy - in final stages of sign off • camden.gov.uk - ongoing project to re-launch the site. Maximize
online transactions, reduce avoidable contact. • camdenvotes.org.uk - specific project to encourage voter
registration/turnout, and to communicate the results live via an interactive map and social media channels (including hyper local bloggers)
• wearecamden.org - online communities platform to broaden the audience for consultations, to encourage dialogue, to co-create and transform the way we deliver services. (Part funded by the CLG customer led transformation fund). In pilot phase.
• Digital inclusion - commitment to UK Online training and Race Online 2012
• lovecamden.org - supporting the visitor economy and local, independent businesses in the borough
• @camdentalking – general council twitter feed
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• Website promoting Camden’s independent businesses and visitor attractions
• Part of wider recession response work last year• Integrated communications strategy (print, PR, digital)• Digital strategy a balance of:
– owned media (dedicated social media accounts)– earned media (blogger engagement, search engine optimization)– paid for media (search engine advertising)
• Site re-launched August 2010 to specifically include ample user generated content
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Pretty cool functionality
Now:• Businesses/venues set up &
manage profile page• User generated reviews &
comments• User generated special offers• Editorial features• Twitter, Facebook, Flickr,
YouTube integration
Soon:• Interactive map• Mobile version• Foursquare & Spotify
integration• Guest bloggers
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Which has translated into
• 3,500+ unique visitors / 5,300+ visits (August – mid Sept) • More than the previous quarter combined• 10% traffic from abroad (India, USA, Germany, Italy etc.)• 200+ business profiles• 80+ user profiles
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What they say…
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What could put the breaks on?
• IT policy – social media blocked: concerns around security,
bandwidth, time wasting.• Lack of buy in - misconceptions around inclusivity, concerns around
increased workload, not appreciating the business case.• Lack of knowledge - it’s too technical, “I don’t use it, so nobody
does”. • Fear of loss of control over branding and marketing messages.• Fear of failure.• Budgets.• Resources.
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What we really should be worrying about.
• Selecting technology – making it appropriate to our target audience.• Selecting partners – internal or external? What’s their track record of
building social platforms? • Resources and skills – to create the right solution, manage projects,
maintain participation, manage communities.• Reporting and measurement – insight needs turning into action.
Who has the skills to evaluate projects, be a catalyst for change?• Having a clear social media policy – to listen, converse, collaborate
in a controlled way.• Internal cultural change – are we ready for the revolution?
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• Questions? Comments? Objections?
We is better than me….
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Here’s some we made earlier
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Thank you.
Charlotte Beckett [email protected]@londoncharlotte
www.londoncharlotte.wordpress.com
David Levantis [email protected]@dml82