Mike Rawlins TAL

Mike Rawlins

Digital Engagement

What Is Engagement?

2

Marketing Engagement

Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience.

3

Employee Engagement

Employee Engagement is the extent to which workforce commitment, both emotional and intellectual, exists relative to accomplishing the work, mission, and vision of the organisation. Engagement can be seen as a heightened level of ownership where each employee wants to do whatever they can for the benefit of their internal and external customers, and for the success of the organisation as a whole.

4

Community Engagement

Community engagement refers to the process by which community benefit organisations and individuals build ongoing, permanent relationships for the purpose of applying a collective vision for the benefit of a community. While community organising involves the process of building a grassroots movement involving communities, community engagement primarily deals with the practice of moving said communities towards change, usually from a stalled or otherwise similarly suspended position.

5

Community Engagement

Community Engagement can be more simply defined

• Listen

• Talk

• Take Action

• Take Responsibility

6

Digital Engagement

Digital Engagement is just like Community Engagement but you

• Listen

• Talk

On-Line, in the many On-Line Communities

7

What Are ‘On-Line’ Communities?

8

Facebook

9

10

11

Twitter

• A great way to waste time

• Good for broadcasting messages

• Good for asking questions of your peers

• Difficult to manage conversations

12

Be Careful What You Say!

13

14

Image Hosting Site With A Community.

15

Flickr Groups

16

But Remember When Posting To Flickr Groups

Good Bad!

17

Show Your Customers You Are Human.

18

19

20

Use A CC Licence

21

Hyperlocal Sites

What is ‘Hyperlocal’

22

Map of hyperlocal websites at openlylocal.com

24

25

26

27

28

How Can Hyperlocal Sites Help You?

• Getting your messages out on different platforms

• Remove barriers between your organisation & public

• Trusted by their readers / visitors

• They don’t have the shackles of the risk averse organisation when it comes to technology

29

On-Line Meetings

Ask The CommanderChief Superintendent Bernie O’Reilly

One Finger Typist Extraordinaire

30

Ask The Commander

• Stoke-on-Trent Division of Staffordshire Police held the first On-Line police meeting in the UK.

• Divisional Commander Chief Superintendent Bernie O’Reilly took part in the meeting and answered questions live in the session from a mixture of sources:

• Asked during the live chat

• E-mailed in before the event

• Left in comments on Pits n Pots

• 63 people watched or got involved in the meeting as it happened, which was five fold increase in the numbers they would expect to attend a ‘physical’ meeting.

• The meeting is archived and has been viewed a further 637 times.

31

Reporting On The Police

Drugs Raids ANPR Operation

32

Reporting For The Community

• Hyperlocal sites: –Are not constrained to column inches

–Don’t need to sensationalise to sell copies

–Use more pictures

–Promote the story more than traditional press

–Publish on more platforms• Website

• Twitter

• Flickr

–Are grassroots & honest, they don’t need an angle

33

Help Them To Help You

34

Help Them To Help You

35

But Hyperlocals Are Not Regulated

• And your point is?

• Trust them

• Work with them

• Help them to help you

• What is the worst that can possibly happen?

• Really?

• If they break your trust then you stop working with them. 36

William Perrin TAL

What can Talk About Local do to help you?•Signposting & introductions to Hyperlocal sites

•Advising management on how to approach hyperlocal publishing

•Training frontline staff on how to get the best from the available tools

Mike Rawlins@mike_rawlins

mike@talkaboutlocal.org