powerpoint presentation - slide 1 · t1/t2/r1/in1/m1 can any of your tv sets receive additional...
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public-i.info/citizenscape
Social Media: Where does it fit??
Are you ready to harness the potential of the social web?
Parkex
31st March 2011
public-i.info/citizenscape
The most important thing to remember about the virtual world is that it is actually very real People have a digital wrapper around their lives
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“A whole generation of people – our communities – are growing up using social media as their primary communications tool and they are not going to stop. By failing to engage with them we risk allowing people to become more and more remote from their officers”
Assistant Chief Constable Gordon Scobbie
West Midlands Police, „Citizen Focus‟, ACPO Lead for Digital Engagement
http://www.west-midlands.police.uk/latest-news/press-release.asp?id=1640
Presented by Catherine Howe, Chief Executive Public-i
T1/T2/R1/IN1/M1 Can any of your TV sets receive additional channels other than BBC, ITV, Channel 4,S4C, and (where available) Channel
5? Do you have a recorder for your TV service which can record and store TV programs onto an internal hard drive, and also pause and
rewind live TV ? In which of these ways do you ever listen to radio in your own home? Does anyone in your household have access to the
internet at home through a computer or a laptop ? Do you personally use a mobile phone? (Prompted responses, single coded)
Base all adults aged 16+ (3244 in 2005, 2905 in 2007, 812 in 2009) Significance testing shows any change between 2007-2009.
Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May 2009
Communication is moving online
77
82
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54
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8885
82
62
23
9491
89
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0
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50
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2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009 2005 2007 2009
2005 2007 2009
Digital Radio Mobile Phone* Digital TV Internet DVR
NB combination
of internet/digital
TV/DAB radio
access
*Personal use
Citizenscape: a product by Public-i
And social media is the fastest growing trend
Oxford Internet Surveys: http://www.oii.ox.ac.uk/microsites/oxis
Online communication and social networking 2005-2009
Social networking
sites are not only
growing in terms of
people – they also
have an increased
share of online time
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What will they be doing?
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http://www.forrester.com/empowered/tool_consumer.html
What will they be doing?
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http://microsites.oii.ox.ac.uk/oxis/
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public-i.info/citizenscape
The World Wide Web was born with the mosaic browser in 1993 Children born the same year are now 18
18 year olds online
85% Access the internet at home
61% access social networking sites at home
50% of their online time is via a mobile device
20% of this time is spent on social networking
95% of them feel confident as an internet user
And they trust the content that they find far more than other groups
They are used to having information and people at their fingertips
Source: OFCOM 2010 (http://stakeholders.ofcom.org.uk/binaries/research/cmr/753567/UK-internet.pdf)
public-i.info/citizenscape
This would be someone else’s problem if not for the fact we are seeing increases in all demographics 18-24 years olds are only 12% of the active online audience
Everyone is networking more
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We are living in a Network Society
The Internet is having a profound effect on society – we are moving from an industrial to an information or networked age
This means there is a pressure on old ways of working
Think about the millennial generation who have been brought up expecting information and responsiveness to be constantly and immediately available
The internet culture is colliding with our traditional structures and putting huge pressure on them
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With a distinct culture
The Social web
Collaborative
Open
Transparent
Agile
Playful
Innovative
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Collaborative
http://www.mumsnet.com/
public-i.info/citizenscape
This is a good moment to talk about hyperlocalism
Hyperlocalism
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http://www.buckshawvillage.com/
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Hyperlocalism
http://www.harringayonline.com/
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None of these have been created or run by the government though they may have been helped
Transparent
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http://mirror.wikileaks.info/
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Transparent
http://openlylocal.com/
Open
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http://www.walsall.gov.uk/walsall24.htm
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Innovative
http://www.patientslikeme.com/
This means there is a huge variety of tools
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And now for a very quick run through of some of these tools – please ask lots of questions!!!
Different types of tools to think about: Social Networks
Places where you share information about yourself and connect to other people
Different types of networks for different purposes
Emphasis is on sharing information about yourself and joining groups
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Different types of tools to think about: Social Reporting
Focus is on talking about yourself and your interests – but as part of a wider conversation
Can either be in real time (twitter) or more reflective (blogging)
Emphasis is on creating content and being part of the conversation
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Real Time Social Reporting
Immediate
Mobile
Transient
Authentic
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Communities of interest
Social
Focused
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Different types of tools to think about: Content Sharing
Often used by enthusiasts for a particular medium
Highly viral and good take-up really relies of hitting the right tone
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Different types of tools to think about: Collecting and sharing
Used as a way of sharing information with other people in the community
More „geeky‟ than some of the other tools
Incredibly useful if you can access it
Also known as Social Search
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Different types of tools to think about: Social content on other sites
Now everyone is doing it….local newspapers, regional news outlets – anywhere where you asked if you want to make a comment
Big difference here is that editorial control is owned by the host of the site – in most of the other examples the editorial control is very limited/light
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Different types of tools to think about: Mobile
Location based services are a big part of mobile social media
See what your kids want for Christmas and then decide how much to worry about them
Mobile web offers enormous power and access – we need to start thinking about it
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And that‟s before we start to look at:
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To work effectively online you need to find the tools that fit your personal communication style And have something to talk about
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The social web is about the people and the content This is no longer a question of getting people to visit your space – you need to engage with them in theirs
The new social web is an environment
superbly suited to Participatory Design:
Co-creation
Presented by Catherine Howe, Chief Executive Public-i
You’ll have seen this before…..
But you need to have an opinion on it
Presented by Catherine Howe, Chief Executive Public-i
public-i.info/citizenscape
So what are you going to do?
Take Part
Decide who you are and what you want to say:
People work better than brands
Use the tools of the new culture:
Set up internal (and external) mentoring
Use social media surgeries
Yammer!!
Participate
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Communicate differently
Communicate values and objectives not plans
Wrestle the idea of „Brand‟ back from the design people
Be authentic
Think about what real time information means for you
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Listen
This is a conversation – where are you going to open up
Don‟t work in areas you are not ready to change
Trust your staff as well as your audience
Think about risk differently
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Don’t ask people to come to your space
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http://askbristol.wordpress.com/
Coventry: Doing Facebook really well
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http://www.facebook.com/Coventry.West.Midlands
Twitter Gritter
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http://danslee.wordpress.com/2010/01/01/twitter-gritter-case-study-gritting-and-social-media/
Reach out to your audience
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And interact
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Virtual Police
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http://virtualpolicing.wordpress.com/
Creating an authentic voice
in the community
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Remember that the plan is not the objective
Be Agile
Keep the bigger objective in mind
Develop new attitudes to risk
Make small incremental improvements rather the big bang
Test as you go along
Adjust in the face of new evidence
Make everyone is responsible for making it work
Use the users
Communicate All The Time
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Citizenscape a product by Public-i Citizenscape a product by Public-i | Presented to Client x
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Thank you for your time
Catherine Howe, Chief Executive, Public-i Group Ltd
http://Wordpress.curiouscatherine.com
@curiousc