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

tiffany@stimulationltd.co.uk

Digital: • strategy • training programmes • social engagement • amplification