Learning to Listen23rd June, 2009

22

• What is Social Media?

• The Top 10 Reasons why you should Listen

• Solution

• Insight Reporting and Measurement

• Questions

33

• What is Social Media?

‘Anywhere where conversations happen online’

• 180 Million Blogs• Video Sharing Sites• Flikr• Forums• Mainstream News• MicroMedia

• Concerning

• Services• Company• Staff

• Show responsiveness

• Problem-solvers

• Draw out others with similar concern

• Generate positive posts

66

• Recent awards

• Community raving about their experience

• Old school references or testimonials

• Use social bookmarking to reference

• Demonstrate community confidence

77

• Anticipation

• Expectation

• Misinformation

• Rumor

• Small but common themes

88

• People shout out what they are doing

• Ask the general public for advice

• Opportunity to reach out with an offer of assistance

99

• Pick out campaign messages

• Measure spike in conversation

• Understand sentiment

• Press release influencers

1010

• Early warning system

• News breaks first in Social Media

• Address issues before they go mainstream

• Locate the people breaking news

• Observe new words popping more frequently about your council

1111

• Track your issues in Neighboring Boroughs

• Alerted when other councils are spoken about

• Dissatisfied with another councils pilot initiative or service

• Advocates by issue

• Issues of strategic importance

• Anticipate potential future moves

1212

• Huge crowds for around Topics

• Earned in discussion threads

• Thinking towards a certain topic

• Who the players

• Need to monitor topics ongoing

• Topic’s viral nature

• Participate in the crowd discussion

1313

• Carry weight

• Spread an opinion forming sentiment

• Links to their posts on a topic

• Levels of engagement

• Google search results

• Nurture advocates

• Understand negative view

1414

• Social profiling

• Chosen platform

• Database CRM integration

• Community becomes savvy to social technology

1515

1616

Insight Reporting

&

Measurement

1717

• NPS

• Sentiment

• Departmental relevance

• Data by Issue

• Spread by Media Type

• Influencers

1818

Thank you for ‘Listening!’

Any Questions?

@6Consulting

@Paul__Taylor

1919

Case Study

Greater Manchester Police

2020

Why was Social Media Important?

•PSA 23 (Confidence measure)

•Remove all top-down targets on forces other than on confidence•Re-designing businesses process•Ensuring a greater focus on service•Communicate with the public in new ways•Training of officers•Managing police station front desks and Call handling•Updating your communities about your successes

•Understanding Community

•What are they talking about?

•Crime Prevention

•G20

•Crime Detection

•Rhys Jones Murder

Great Manchester Police

Force Vision Social Media Monitoring

Respect, reassure and respond to local communities Understanding the issues affecting local communities can be better understood by monitoring conversations that happen within the social sphere about local issues by local people.

A force which listens and learns Being the first UK police force to actively listen to conversations of relevance within the social sphere and using this data to shape local policing priorities

Bring criminals to justice By using data within the social sphere as part of the investigative process.

6Consulting

Vision How

Provide a statistically robust measurement of Confidence in Local Services in accordance with PSA 23

Using Radian6 map all conversations of relevance. Classify by the five degrees of sentiment. Group into three top level groups (promoters, passives, detractors) calculate confidence metrics. Map confidence score against patterns of crime.

Identify top 10 issues affecting local community by BCU area Map all conversations of relevance. Classify by BCU area. Group by conversation type. Group by area affected (gun, car or other crime). Analyse for trends.

Build a robust data framework and reporting system for long term policing objectives

Bespoke build data framework specific to policing issues. Bespoke build Metrix6 reporting interface.

Conversation mapping & Data Segmentation

Output

Reporting to presented via a bespoke built Metrix6 dashboard

‣ Segmented by BCU

‣ Segmented by AOR

‣ Confidence scoring for BCU

‣ Influencer map by AOR

‣ Drill down capability into conversations

2525

What are your community talking about?

Anti Social?

Violent Crime?

Alcohol Related?

Drug Related?