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Using Web 2.0 tools to
drive take-up and engagement




                                Simon Wakeman
                               Head of Marketing

SOCITM
2 June 2009
Using Web 2.0 tools to drive take-up and engagement
social media
it’s about…




              PARTICIPATION
residents




council               publisher vs audience
it’s about…




              OPENNESS
Using Web 2.0 tools to drive take-up and engagement
Using Web 2.0 tools to drive take-up and engagement
Using Web 2.0 tools to drive take-up and engagement
it’s about…




              CONVERSATIONS
residents




council               two-way conversations
residents




council               two-way conversations
it’s about…




              COMMUNITIES
Using Web 2.0 tools to drive take-up and engagement
it’s about…




              CONNECTIVITY
Screenshot of links, resources,people
it’s about…




              PEOPLE
1.
     BE AWARE & READY
external

• map the local online community
         • monitor for key issues
   • broader models for delivery?
             • online networking
internal

• skillsets and responsibilities
      • organisational culture
      • policies and processes
          • look for advocates
2.
     PARTICIPATE
• respond and engage online
Using Web 2.0 tools to drive take-up and engagement
Using Web 2.0 tools to drive take-up and engagement
Using Web 2.0 tools to drive take-up and engagement
• signpost online services
Using Web 2.0 tools to drive take-up and engagement
3.
     CREATE AND SHARE
• use social media channels
Using Web 2.0 tools to drive take-up and engagement
Using Web 2.0 tools to drive take-up and engagement
Medway
Council


   100
RSPB
 Medway
 Council

                  765

100
SCC



      478




                  RSPB
 Medway
 Council
                         765

100
SCC
                         1243 people

      478




                  RSPB
 Medway
 Council
                                   765

100
SCC




                RSPB
Medway
Council
• be where your residents are
• make clear links to online services
4.
     COUNCIL WEBSITES AND BEYOND
• is the website social-media ready?
Using Web 2.0 tools to drive take-up and engagement
• think beyond the website
Using Web 2.0 tools to drive take-up and engagement
Using Web 2.0 tools to drive take-up and engagement
• need to deploy rapidly
Using Web 2.0 tools to drive take-up and engagement
this is about more than driving
traffic to council online services
think more about deeper engagement
than one-off transactional website use
fundamental change in relationship
between people and local government
simon.wakeman@medway.gov.uk
    simon@simonwakeman.com

             +44 (0) 7771 701902

        twitter: simonwakeman
        www.simonwakeman.com/wts0609
Image credits:
http://www.flickr.com/photos/mr_mo-fo/3570580386/

http://www.flickr.com/photos/adrianshort/1498875801/

http://www.zoomorama.com/2477f0e8b447bb6570493cdac464c41f


Others:
iCrossing/Antony Mayfield:
http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Media
_iCrossing_ebook.pdf

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Using Web 2.0 tools to drive take-up and engagement

Notas do Editor

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  3. Participation - social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience.
  4. Openness - most social media services are open to feedback and participation. They encourage voting, comments and the sharing of information. There are rarely any barriers to accessing and making use of content – password-protected content is frowned on. RSS
  5. Conversation - whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation.
  6. Community - social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite TV show.
  7. connectivity - Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people
  8. connectivity - Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people
  9. People – connecting, interacting with other people, not organisations<number>
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  24. Twitter example – council news release to approx 100 followerRSPB follow us – they comment to their 765 followers<number>
  25. Twitter example – council news release to approx 100 followerRSPB follow us – they comment to their 765 followers<number>
  26. Twitter example – council news release to approx 100 followerRSPB follow us – they comment to their 765 followersScc retweet to 478 followers (total 1243)<number>
  27. Twitter example – council news release to approx 100 followerRSPB follow us – they comment to their 765 followersScc retweet to 478 followers (total 1243)<number>
  28. Twitter example – council news release to approx 100 followerRSPB follow us – they comment to their 765 followersScc retweet to 478 followers (total 1243)<number>
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