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DL1: DIGITAL ENGAGEMENTPlenary 1: Digital Engagement
Tiffany St JamesFounder, Stimulation Ltd
Digital Engagement Good Practice and Principles
Digital LeadersBIS October 2012
Landscape changes
Brand buying influence by roles
@TiffanyStJameshttp://www.slideshare.net/globalwebindex
Source: http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck
Shift in trust by roles
@TiffanyStJames
News arrives through twitter first
How did you hear about the demise of MJ?
Jan 09: Hudson River Landing on twitter first
Or Whitney?
@TiffanyStJames
Media outlets get average 15 RTs Source: Cambridge university 2012
Digital as delivery choice
“Digital is not another channel, it is the delivery choice for this
generation”
Francis Maude, Minister for Cabinet Office
Intellect World-Class Public Services Conference
11 June 2012
Source: http://bit.ly/MaudeQ
Photo source: http://www.flickr.com/photos/cabinetoffice
@TiffanyStJames
This is nothing new for us
Engagement benefits
• Connecting with like-minded individuals• Peer-to-peer recommendations• Stimulating the debate of your most interest• Engaging with people in their spaces• eCRM• Data collation• Product, proposal, policy testing• Informing business, brand, policy strategy
Start small, innovate, collate leverage cases, present risk solutions
From this…
@TiffanyStJames
…To this
Infographics are critical to effective modern digital communication
@TiffanyStJames
Rich media broadcast
We have moved on significantly from web publishing
@TiffanyStJames
Staffordshire police in the riots
Use social channels in ultra-sensitive times
@TiffanyStJames
Campaign on multiple channels
@TiffanyStJames
Two-way engagement: Responding
Create opportunities to solve local issues
@TiffanyStJames
Co-creation of Policy and Community Growth
@TiffanyStJames
Crowdsourcing service experience
@TiffanyStJames
Multi-way collaboration
Co-create policy using public opinion @TiffanyStJames
S e
Multi-social engagement
@TiffanyStJames
Photo source: http://www.civilservice.gov.uk/reform/facebook-twitter/images
Social media Q and As
@TiffanyStJames
Citizens have a duty to ask or show the way
ePetitions
@TiffanyStJames
Competition to fund ideas
@TiffanyStJames
Crowdsourcing dignity in health and care
Be aware of community sites involved in your agenda
@TiffanyStJames
Source: http://bit.ly/ShropPP
Independent panels informing policy
@TiffanyStJames
Open policymaking
@TiffanyStJameshttp://www.demsoc.org/
Innovations in citizen engagement
@TiffanyStJames
How can we be more customer-centric?
Photo source: http://gossinteractive.com
5 pillars of customer-centric digital solutions
@TiffanyStJames
10 Trust Indicators
Transparency
Clear motives
Can tell if goal is to sell or to inform
Clear when the goal is to help
Relevance
Directly on topic
Understands and acknowledges needs
Format
Won’t need to work to use the information
Won’t waste valuable time hunting for what’s wanted/needed
Accuracy
Quality of the info
Can be validated by other sources
AwarenessPeer Recognition
RelatabilityConsumer’s perspectiveRespects like a knowledgeable friend
ExpertiseCommunicates authorityPerceived as having essential valueRelevant knowledge, advances consumer goal
ChoiceProvides consumer choices Respects consumer’s process
FairnessProvides info/ tools to evaluate pros, cons, risksAcknowledges areas working on improving
ExclusivityOffers something unique: tools, user experience
Fundamentals
Confirmers
Differentiators
@TiffanyStJamesSource: http://advertiseonabout.com
5 ways to build trust
Interact with customers as partners
Acknowledge and respect consumers’ processes
Support consumers after interaction
Demonstrate an understanding that consumers’ lives change
Build engagement by using every opportunity to solve consumers’ large and small challenges
@TiffanyStJamesSource: http://advertiseonabout.com
It’s change management
Photo source: http://www.eoslifework.co.uk/Images/pitfig1.gif
@TiffanyStJames
We need new models
Picture Source: http://bit.ly/AIDAsocial
AIDA is
100years
old
@TiffanyStJames
Strategic comms process with digital steps
@TiffanyStJames
Framework
@TiffanyStJames
Accessibility to good content
• Make your content palatable, digestible and bite-sized
• On multiple devices
• Make it shareable
• East to interactPhoto source: http://www.daltonagency.com/?p=7836:
@TiffanyStJames
Rebuttal
Source:http://bit.ly/AAprocess
Your progress in customer-centric services
From tomorrow:
•Share the conversations, connections and insight from today
•Look closely at your digital customer offer
•Consider if you need more support in establishing online trust, data security
•Are your Legal / IT / HR teams doing all they can to support this agenda?
•Consider what do you need to do next
@TiffanyStJames
Your communications should…
Inform Inspire
EducateEngage
@TiffanyStJames
Resources
• How to find your digital stakeholders: here
• Media Landscape in Twitter 2012: here
• The Democratic Society: here
• GDS Less about identity more about trust: here
• Consumer Trust report: here
@TiffanyStJames
Thank you, let’s keep talking…
Social Media Strategist
This presentation is available to download at:
http://slideshare.net/tiffanystjames
Tiffany St James
@TiffanyStJames
Digital: • strategy • training programmes • social engagement • amplification