the clg customer-led service transformation programme: social media strand
DESCRIPTION
This is a compilation of two presentations - the first by Siobhan Coughlan to outline the programme: background, purpose, process, timescales and provide tips on winning proposals. Second part is from me - with my reflections having read proposals from the social media side.TRANSCRIPT
CLG Customer-Led Service Transformation Capital Fund: Social media strandSiobhan Coughlan and Ingrid Koehler
Customer Led Transformation Programme
Siobhan Coughlan 12 August 2009
Background
Initial research - to help determine priorities for investment
Over arching theme - Customer led transformation
Building on good work already happening in local government
Get some projects up-and-running (progress report to Ministers in Autumn)
Have widespread engagement and support in sector
Why customer insight & social mediaInitial research commissioned by CLG – involving LAs,
LGDC, RIEPs and CEX Taskforce
Presentations and discussions at LGDC, LG CIF and RIEPs – to complement the RIEP funding activities
Wider consultation and information exercise with RIEPs – to avoid duplication and identify opportunities
Extraordinary LG CIF meeting – LAs, RIEPS, LGDC
On going direct contact with LAs and RIEPs – e.g. Customer insight CoP
Customer Led Transformation Understanding and engaging with citizens and
communities in ways that produce more accessible, joined-up and efficient local services that make a difference to local peoples lives and opportunities
Agreed Project Criteria:
Cross cutting
Promote efficiency
Have a major impact on local priorities, focused on outcomes
Enhance citizen empowerment
Key work stream areas identified
Three initial priorities identified for fund:
Customer insight work stream
Web 2.0/social media work stream
Total Place pilot research project – audit of current usage of customer insight
1. Customer insight work stream
Already a lot of existing research and good practiceKey issues are often not lack of data, but
skills/resources to exploit this data and senior-level awareness/support
Proposed focus on:Building skills, capacity & awareness via mentoring, self-
help learning material and leadership programmes
Sharing existing good practice through supporting leading authorities & collating and communicating current work
Creating new models for the future e.g. area-based approaches to buying commercial data, exploiting OAC, developing the capabilities of LSPs/data observatories, pioneering technology
2. Web 2.0/social media work streamEmerging technology can support empowerment,
local democracy, self-help and engaging in service design
Less well developed than customer insight but good examples do exist e.g. Barnet, Redbridge, Bracknell
Proposed focus on:Building skills, capacity & awareness via mentoring, self-
help learning material and leadership programmes
Sharing emerging good practice (e.g. on moderating online discussions) through supporting leading authorities & collating and communicating current work
Creating models for the future e.g. supporting key groups such as carers to ‘self-help’, taking a cross-agency preventative approach to e.g. flooding, exploiting ‘nudge’ concepts
The processFunding over 2 years – end March 2011Phased approach – no single deadline, regular
review of new proposalsRegular Ratification Committee meetings to review
& agree appropriate projectsSupport for LAs to develop relevant proposals –
workshops regionally & nationallyLAs – need to engage with partners to agree focus
for their projectSuccessful projects – formal responsibility to share
learning, including case studies, workshops, open days, mentoring schemes
Social media project – the criteria
Cross-cutting - involving a range of agencies working together to benefit a specific community/customer group
Strong links to a Total Place approach i.e. the agencies working together in an area, ideally under LSP governance arrangements
Promotes efficiency, including reducing avoidable or multiple contacts
Will have a major impact on priority LAA outcomes and key national indicators
Enhances empowerment amongst local citizensCapable of delivering benefits quicklyAmbitious and innovative, providing a model that
can be replicated more widely
Example successful CI project
Clear customer group – ‘elderly including those with low incomes and who may have disabilities’
LAA priority - to support them live longer independent lives
Outcome focused – to identify and support these customers live better, healthier and safer lives
Cross cutting – LA, PCT, third sector, Police and Fire and Rescue service
Promote efficiency savings – by reducing avoidable contact, helping target scare resources, reduce the need for more serious intervention.
A few points on building social media proposals for the CLG Customer-Led Service Transformation Capital FundIngrid Koehler
Questions to ask yourself
Is this contributing to efficiency?Is this tailoring, targeting and making
services more effective?Is this enhancing democratic
accountability and engagement?
Transforming services
Are you using social media to be an enabler and convener?
Barack Obama in St Paul, 2008 from Chad Davis on Flickr
Eyes on the prize
Outcomes, outcomes, outcomes
A new Life from St Mary’s Episcopal, Memphis on Flickr
A few more tips
Outside -> InDon’t pushIf you build it, they may not comeWhere’s the link?
Avec un grand A, Mzelle Biscotte on Flickr
I’m a believer
Use the right language – important for gaining acceptance for funding, with stakeholders and citizens
Upward by LLima on Flickr
Find me
Ingrid [email protected] Social media community of practice:
www.communities.idea.gov.uk www.ideapolicy.wordpress.comwww.twitter.com/ingridk