social media south west | july 2014 | andrew clark

My time at 10 Downing Street then

Office for National Statistics andrew clark / @oi_rambo / linkd.in/15FJRz2

My time at 10 Downing Street

Stuff that went on

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@oi_rambo / linkd.in/15FJRz2 / #SoMeSW

People spotted

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People spotted

unfortunately not

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Inside No 10 (images from GOV.UK)

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Inside No 10 (images from GOV.UK)

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A day in the office

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Another day in the office

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Every day in the office

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Things to bring back

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Things to bring back

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Office for National Statistics

Two minute pitch on ONS

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Official statistics on the population, economy, business and employment Reports to parliament so we’re unaffected by politics and policy Data savvy audiences. Geeks at one end, citizens that follow @ampp3d at the other Previously guilty of inaccessible content which non-experts wouldn’t understand “The world’s worst website” which we’re working hard to fix: @ONSdigital


Our channels

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@oi_rambo / SoMeSW

Rest of this talk

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What interests you the most? Social media and… news campaigns colleague engagement reporting, analysis and evaluation? Or a mixture?

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News on social media

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• Daily content churn

• We need to be careful of what and how (and if) we promote before publication at 0930 so as not to prematurely allude to the numbers

• Content drafted between us, statisticians and offline media guys

• My team is in charge of what, how and when content's published

• We’re in the nationals and influentials almost every day, but usually their original content cites ONS, rather than sharing our social media

• Always a spike morning to lunchtime. Posting throughout the day returns limited positive affect

• We repost juicy stuff early evening to catch the commuter crowd

Although our users are niche, there are loads of citizens we’re not talking to. How can we get in front of them?

Campaigns on social media

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Radio 2 ‘factoids’: live tweeting with Steve Wright interview

https://storify.com/ONS/factoids

https://storify.com/ONS/factoids


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Mind the gap: live tweeting TV doc as content came up

https://storify.com/ONS/mindthegap

https://storify.com/ONS/mindthegap


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Population: Q&A with statistician on latest estimates

http://on.fb.me/1shjrBh

http://on.fb.me/1shjrBh


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Marriages: quiz on marriage facts

http://on.fb.me/1zhedKD

http://on.fb.me/1zhedKD


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• Can tease a bit beforehand

• Influencer ‘outreach' with Gorkana and LinkedIn / followerwonk search. They sometimes bite, but usually don't

• Not a 1:1 social relationship given the daily churn

• Our content gets old to our existing audience a day or two after publication, but not to those who don’t know about it

What can we do better to use these to boost ONS’ social up a level? Examples of what you’ve done?

Colleague engagement on social media

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• Social media skill across the office (outside the team) is low to medium

• Access is blocked for 90% although colleagues are keen to work with us

• We have 12 tweeting statos. Two are flying but the rest struggle to make time for it except when it suits the spike on release day

• Most of their content is responsive / customer service-esque, rather than original / specialist geekery

• We have occasional ‘Hootsuite High Fives’ as a group to (competitively) compare accounts and QA / optimise the statos’ dashboards

What can we do to make this really sing? How have you managed it?

Reporting, analysis and evaluation of social media

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• We send a daily digest of 10-20 posts from influential stakeholders at the end of the day to a core group of 50, which goes to the ONS Board the next morning with the offline media summary

• Each month we report (http://bit.ly/1mUvt1F) on mentions, visits to site and engagement rate

• We made a tableau prototype (http://bit.ly/1mwt1AE) of post performance which we can continue. May get stagnant?

• Focuses: – report on what works and what doesn't on our channels so we can optimise

– be central to the proactive editorial, advising on the volume of interest, influentials and keywords to be used, and

– user segmentation on social by persona to plot their attitude as we try things out (Brandwatch talk on what I mean http://bit.ly/1qcvMp6)

What are we missing?

http://bit.ly/1mUvt1F

http://bit.ly/1mwt1AE

http://bit.ly/1qcvMp6


What would you do differently? 10 minutes* – chat amongst yourselves 10 minutes – feedback free-for-all *the time it takes to play two songs with ‘social’ in the title… ‘social studies’ and ‘social know-how’


Thanks!

social media south west | july 2014 | andrew clark

Government & Nonprofit

rambo linkd

rambo somesw

somesw population

somesw marriages

somesw radio

social media

somesw daily content

social relationship