IPA (Inst Public Admin) Annual General Meeting 2010

6th Annual Public Sector IT Conference

The Irish Computer Society and the Institute of Public Administration welcome you to the


2010


• 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?


A traditional view of social media

Only slightly edited Dilbert


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


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.


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


Minutes

Social media cascade

Seconds

Hours

1 Day

2 DaysNumber of views

Interview

Message boards

Tweets

Video distribution

Taoiseach on 6-1 news


0100000200000300000400000500000600000

Vie

wer

sSocial media cascade


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.


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


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


Facebook and Twitter

• As before, monitor disruptive sites

• Join and contribute, if productive

• Great for gaining widespread support for popular, consumer campaigns


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.


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


Profile

Internal social networking

Share

Blog


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


Don’t lose control


Thank you

Larry Taylor, Online Marketing

[email protected]://ie.linkedin.com/in/larrytaylordigital

IPA (Inst Public Admin) Annual General Meeting 2010

News & Politics

Transcript of IPA (Inst Public Admin) Annual General Meeting 2010