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Digital engagement: getting it right CIPR Public Sector Conference 13 th October 2011

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Helping public services use the internet to make them a bit more interesting

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Strategy Training Development

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<ul><li>@davebriggs </li></ul><ul><li>[email_address] </li></ul><ul><li>www.davepress.net </li></ul>

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Change is happening…

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Walsall: Express & Star: 23k Facebook: 222k (thanks @danslee)

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Consumerisation of technology

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Mainframes Minicomputers Microcomputers Web / Mobile

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Smaller, more personal (and harder to control)

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So: digital engagement

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<ul><li>100 million hours </li></ul><ul><li>200 billion hours </li></ul>

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<ul><li>£5,500 </li></ul><ul><li>£153,516 </li></ul>

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Made possible by:

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Access to the internet Access to computing A nice user interface

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Some principles

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1. Online communities are communities too!

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2. Participation should be at the convenience of the participants.

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3. Social media is communications, not Communications

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4. Don’t assume that everyone is offline.

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5. Interactive websites need interactive organisations

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The digital engagement toolkit

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1. Go where people are 2. Right tool, right crowd

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Oh, and you don’t have to like, or use, everything

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The importance of a strategic approach

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This stuff works

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You must understand why you’re doing it though!

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Don’t ask “how can we use Twitter?”

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Focus on outcomes and needs and use the appropriate medium.

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What are you trying to achieve? What are you asking people to do?

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Change perceptions? Change behaviour? Improve services?

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The need for strategy – without losing flexibility

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Prototype Strategise Delegate

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Strategy: Objectives Implementation Evaluation Risk Management

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Also: a sign off procedure

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Other bits of paper: Policy Campaign plans

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Thanks for listening. Any questions?

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[email_address] www.kindofdigital.com twitter.com/kindofdigital