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

= resident

Traditional communications model

= resident

= social media platform

Social communications model

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.

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

• 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

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

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

What they say…

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.

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?

• Questions? Comments? Objections?

We is better than me….

Here’s some we made earlier

Join the debate: www.londoncharlotte.wordpress.com

Thank you.

Charlotte Beckett charlotte.beckett@camden.gov.uk@londoncharlotte

www.londoncharlotte.wordpress.com

David Levantis david.levantis@camden.gov.uk@dml82