ipa (inst public admin) annual general meeting 2010
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TRANSCRIPT
6th Annual Public Sector IT Conference
The Irish Computer Society and the Institute of Public Administration welcome you to the
6th Annual Public Sector IT Conference
2010
6th Annual Public Sector IT Conference
• Lessons learned in Social NetworkingLarry Taylor BT Marketing
Public Sector IT Conference 2010
The BT experience of Social Media
• What is the opportunity?Reach generation Y within and without Recognise the impact of the social cascade
• How are we doing itListen, Engage and commit a strategy
• What next?
Public Sector IT Conference 2010
A traditional view of social media
Only slightly edited Dilbert
Public Sector IT Conference 2010
New Citizens – Generation YBorn between 1978-1995Grew up in the 1990s and 2000s.
• 97% own a computer • 97% have downloaded music and other media using peer-to-peer file sharing • 94% own a cell phone • 76% use instant messaging and social networking sites • 75% of college students have a facebook profile and most of them check it
daily.• 49% regularly download music and other media using peer-to-peer file
sharing • 34% use websites as their primary source of news • 28% author a blog and 44% read blogs • 15% of IM users are logged on 24 hours a day/7 days a week • 8% have confessed to having an online gaming addiction at some point in
their life
Gen Y entering the workforce now
Public Sector IT Conference 2010
Obama election campaign• Total penetration of YouTube, MySpace,
Flickr, Twitter and Facebook, whose co-founder Chris Hughes worked for the campaign from early 2008
• They mobilised supporters and organised communities, registering 1.5 million volunteers through myBarackObama.com.
• Raised more money in August 2008 than any presidential candidate in history, during a single month, taking in $66 million.
• Received over $600m, from 3 million people in total.
Public Sector IT Conference 2010
Morning Ireland 14th Sept 2010
• 8:45am Brian Cowen’s radio interview is broadcast• 8:55am Politics.ie members begin posting. 3 days
later, 7 separate discussions, with up to 5,000 views each
• 9:16am Simon Coveney Tweets. Re-tweeted 73 times in 2 days
• 9:46am www.boards.ie begins Cowen discussions. >1,000 posts, viewed over 55,000 times in 2 days.
• Afternoon: Parody songs and video posted on Youtube. 150,000 views in 2 days. 270,000 views in 2 weeks
• 15 hours following the interview, 457 press articles were published in 26 countries.
• Brian Cowen appears on the Six o’clock news, on the 15th.
• 33 hours between radio interview and 6-1 News
Public Sector IT Conference 2010
Minutes
Social media cascade
Seconds
Hours
1 Day
2 DaysNumber of views
Interview
Message boards
Tweets
Video distribution
Taoiseach on 6-1 news
Public Sector IT Conference 2010
0100000200000300000400000500000600000
Vie
wer
sSocial media cascade
Public Sector IT Conference 2010
Message Boards – boards.ie• Seek out the most damaging and provocative threads
• Make contact and identify yourself in your username. E.g. "BT Service Manager“
• Call yourself by (first) name when responding to messages. I.e. BT Service Manager said "Thanks for your comments, I am working on the issue now and will revert tomorrow. Regards, Larry“
• Even if the issue cannot be resolved immediately, comment on what steps are being taken to remedy the issue in general
• Take the issue off-line as a call back, or email. Start a private thread if necessary, to capture customer details.
Public Sector IT Conference 2010
Dabs and boards.ie“It's refreshing to see a representative on (boards.ie) - it certainly gives the
impression that our concerns are being heard. “ – Swampthing“Good to see a representative on here, it's very reassuring. I'll be using
dabs again in the future“ – Biro“I’d like to thank Larry for taking the time to post here. it really does show up Dabs in a better light than it was seen previously in
my opinion. Bought a Wacom gfx tablet recently off Dabs as a result.:)” – Virgil
“Nice to see some feedback from a dabs employee here. I've got a new build project coming up so I think I'll give Dabs.ie another go and see how it works this time. “ – LoLth (Moderator)
Agree, it's great to see a bit of representation. “ Terrafirmer (Mod)“I went ahead with the dabs.ie order, in fact I made three separate orders.
They did run a credit check with me which was the simple matter of replying to an email, after that each order went through smoothly and they have been amazing.
I have no qualms about giving them my highest recommendation!” - Ulic“I read the boards dabs threads so was wary of the time spent on the
security checking but I did the verified by visa, payed by paypal and had no checks to contend with. It was shipped via UPS from the UK and I had it within a couple of days, nothing but praise for them from me. “ - ekevosu
Public Sector IT Conference 2010
YoutubeBroadcast: There are over 3,00 existing government channels on
Youtube
BT Thought leadership: • Graham Sutherland CEO BT Ireland• Colm O'Neill MD BT Ireland • Young Scientist Exhibition
Scan: Check for mood and trends. Also possible for 1 customer to wreak huge damage in a creative way
"United breaks guitars" was a song recorded and posted to draw attention to a single customer issue. The negative PR was absorbed by 4 million viewers in a few months. Resulted in a 10% drop in share price, or $180M
Public Sector IT Conference 2010
Facebook and Twitter
• As before, monitor disruptive sites
• Join and contribute, if productive
• Great for gaining widespread support for popular, consumer campaigns
Public Sector IT Conference 2010
TwitterCustomer Service Broadcast - • When in 'emergency', or time-sensitive mode.
E.g. outages. Especially unscheduled outages • When customer cannot connect and web-based
service is impossible http://twitter.com/btcareCaveat: The 'broadcast' element of specific
customer issues is I think, somewhat risky. Individual customer issues are posted for all to see and may be misleading for others to follow, inappropriate for mass consumption and displays all our dirty washing at once.
• Joining 3rd party tweets - Search for disruptive and damaging tweets. E.g. http://topsy.com
• Respond if possible. Be aware that tweets expect to be short and productive. If the issue cannot be resolved, or constructively responded to, DO NOT TWEET.
Public Sector IT Conference 2010
Gartner dos and don’ts for governmentDO NOT DO
Do everything Set expectations
Just create a Facebook page
Listen to citizen conversations
Try to change citizen behaviour
Accept social norms and allow staff to engage
Preach to the converted Focus on employees
Put strategy before understanding
Set up time-limited activities related to events
Start with top-down or bottom-up
Blur boundaries between personal and public profiles
Just focus on citizens Take comprehensive view to all social media policies
Public Sector IT Conference 2010
Profile
Internal social networking
Share
Blog
Public Sector IT Conference 2010
How can BT help?• Secure your network and prepare for
citizen engagement• Empower your team with the skills
and tools• Audit your exposure on social media• Listen to the media• Plan• Engage
Public Sector IT Conference 2010
Don’t lose control
6th Annual Public Sector IT Conference
Thank you
Larry Taylor, Online Marketing
[email protected]://ie.linkedin.com/in/larrytaylordigital