Summary of 3-month study carried out for NHS Confederation on current use and future trends in public sector social media (with speaker notes. For video version with audio see http://www.youtube.com/watch?v=whDrViT0Cpk&feature=youtu.be )

1. Current trends and future use
of social media
Findings of a study for the
NHS Confederation by Cogitamus Ltd
Joe McCrea - Director, Cogitamus Health Practice
August 2012
!
!
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2. !
The research
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3. !
The research
• 3-month study including online survey and in-depth
interviews with social media practitioners
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4. !
The research
• 3-month study including online survey and in-depth
interviews with social media practitioners
• 25 organisations took part - majority in NHS and health
sector, but also wider public sector
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5. !
The research
• 3-month study including online survey and in-depth
interviews with social media practitioners
• 25 organisations took part - majority in NHS and health
sector, but also wider public sector
• Also involved private sector organisations such as CBI,
Q Magazine and Warp Films.
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6. !
The context
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7. !
The context
• Interest in social media is
growing exponentially
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8. !
The context
• Interest in social media is
growing exponentially
• Many have ‘dipped toe in
the water’
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9. !
The context
• Interest in social media is
growing exponentially
• Many have ‘dipped toe in
the water’
• Majority still hesitant
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10. !
The context
• Interest in social media is
growing exponentially
• Many have ‘dipped toe in
the water’
• Majority still hesitant
• Even more unsure about
how to actually implement
in own organisation
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11. !
New OFCOM findings
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12. !
New OFCOM findings
• Social Media is here to stay
and is being adopted in
increasingly large amounts
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/
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13. !
New OFCOM findings
• Social Media is here to stay
and is being adopted in
increasingly large amounts
• Used daily to communicate
by about one third (32%) of
adults
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/
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14. !
New OFCOM findings
• Social Media is here to stay
and is being adopted in
increasingly large amounts
• Used daily to communicate
by about one third (32%) of
adults
• Biggest claimed increase
(31%) in communication
methods used in the past
two years among 16-24
year olds http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/
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15. !
New OFCOM findings
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/
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16. !
New OFCOM findings
• average consumer now
spends 90 minutes a week
on social networking sites
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/
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17. !
New OFCOM findings
• average consumer now
spends 90 minutes a week
on social networking sites
• to communicate with
friends and family on a
daily basis, 68% use any
text-based methods and
63% use any voice-based
services
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/uk/
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18. !
Permanence
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19. !
Permanence
“I don’t think this is going to go away. The numbers of
people using it are massive and, whilst they might not be
doing very much each, collectively it’s very powerful and
that isn’t going to go away. The tools will change, but the
dynamic won’t go away.”
!
Interviewee
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20. !
‘Social Media’ is not new
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21. !
‘Social Media’ is not new
• purports to deliver more
modern, rapid, convenient,
effective and engaging set
of tools and behaviours
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22. !
‘Social Media’ is not new
• purports to deliver more
modern, rapid, convenient,
effective and engaging set
of tools and behaviours
• to enable individuals and
organisations to more fully
communicate and engage
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23. !
‘Social Media’ is not new
• purports to deliver more
modern, rapid, convenient,
effective and engaging set
of tools and behaviours
• to enable individuals and
organisations to more fully
communicate and engage
• by harnessing the benefits
newly-emerged technology
and platforms
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24. !
‘Social Media’ is not new
• purports to deliver more
modern, rapid, convenient,
effective and engaging set
of tools and behaviours
• to enable individuals and
organisations to more fully
communicate and engage
• by harnessing the benefits
newly-emerged technology
and platforms
• heard this before?
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25. !
Neither are management fads
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26. !
Neither are management fads
• remember “knowledge
management”?
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27. !
Neither are management fads
• remember “knowledge
management”?
• promised big results at turn
of the century
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28. !
Neither are management fads
• remember “knowledge
management”?
• promised big results at turn
of the century
• but ended up as a self-
referencing ‘KM’ industry
divorced from core
outcomes or prime needs
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29. !
Neither are management fads
• remember “knowledge
management”?
• promised big results at turn
of the century
• but ended up as a self-
referencing ‘KM’ industry
divorced from core
outcomes or prime needs
• You MUST ensure social
media is aligned with your
core mission and drivers
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30. !
You can’t ‘half-do’ Social Media
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31. !
You can’t ‘half-do’ Social Media
“Social Media blurs the line between PR, journalism,
customer service and interaction, branding...all of these
things start to mesh into one. It has to be more than a
little department as part of what you do. To do it
successfully, you have to seed it through everything
you do.”
!
Interviewee
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32. !
You can’t ‘half-do’ Social Media
“Social Media blurs the line between PR, journalism,
customer service and interaction, branding...all of these
things start to mesh into one. It has to be more than a
little department as part of what you do. To do it “If you do social media and you simply do it as a
successfully, you have to seed it through everything top-down exercise, you may as well not do it at all.
you do.” But if you treat it as a conversation, that’s where
! the value of it is, because you can don’t just get
into the individual examples of individuals’ hopes,
fears and ideas, but to everyone else watching
Interviewee that conversation, you’re seen to do it and show
that you care.”
!
Interviewee
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33. !
Broadcasters vs Communitarians
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34. !
Broadcasters vs Communitarians
Broadcasters see social
media as simply another
comms channel to continue
their traditional habit of
‘announcing’ things or
speaking ‘at’ people
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35. !
Broadcasters vs Communitarians
Broadcasters see social
media as simply another
comms channel to continue
their traditional habit of
‘announcing’ things or
speaking ‘at’ people Communitarians see role
as engaging, listening,
responding, supporting
and participating in
communities of
individuals
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36. !
Communities deliver value
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37. !
Communities deliver value
“I think what we’ll start to see is an interest and
resurgence in traditional social media. So wind the
web right back and come back to ‘forums’,
‘communities’, ‘comments on websites’. I think that’s
probably where the value is for most organisations.”
!
Interviewee
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38. !
Communities deliver value
“I think what we’ll start to see is an interest and
resurgence in traditional social media. So wind the
web right back and come back to ‘forums’,
‘communities’, ‘comments on websites’. I think that’s
probably where the value is for most organisations.”
! “The value of replying to people is enormous, because
(a) it gets a conversation going, (b) it shows you value
them, (c) it gives you a sense of what they think -
Interviewee you’re doing your live market research there and
then.”
!
Interviewee
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39. !
Communities can’t be‘created’
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40. !
Communities can’t be‘created’
! “We used to try to create our own online
network for people who had come on our
courses and the reality was that no-one was
really using them. They said they wanted to,
but our head of digital said to me at the time “All
the evidence says, go to where the people are,
don’t set up new networks, go to where they
are.”
Good Practice recommendation
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41. !
Communities can’t be‘created’
! “We used to try to create our own online
network for people who had come on our
courses and the reality was that no-one was
really using them. They said they wanted to,
but our head of digital said to me at the time “All
the evidence says, go to where the people are, “Almost anything than you can classify as an "attempt"
don’t set up new networks, go to where they
to use social media is immediately a failure: social
are.”
media work best when they are built upon
communities which already exist and are a continuous
part of the organisation’s activity. Intervening
artificially into that eco-system or trying to create one
Good Practice recommendation from scratch is rarely successful.
!
Poor practice warning
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42. !
Why communities engage
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43. !
Why communities engage
• gain vital information and
knowledge
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44. !
Why communities engage
• gain vital information and
knowledge
• enhance visibility and
reputation
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45. !
Why communities engage
• gain vital information and
knowledge
• enhance visibility and
reputation
• keep abreast of latest
opportunities
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46. !
Why communities engage
• gain vital information and
knowledge
• enhance visibility and
reputation
• keep abreast of latest
opportunities
• access tools and techniques
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47. !
Why communities engage
• gain vital information and
knowledge
• enhance visibility and
reputation
• keep abreast of latest
opportunities
• access tools and techniques
• don’t miss the boat
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48. !
Why communities engage
• gain vital information and
knowledge
• enhance visibility and
reputation
• keep abreast of latest
opportunities
• access tools and techniques
• don’t miss the boat
• link up with people, skills
and experience
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49. !
What and when?
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50. !
What and when?
• We asked what are you
doing with social media now
and with what frequency?
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51. !
What and when?
• We asked what are you
doing with social media now
and with what frequency?
• We also asked how and with
what frequency you are
planning to use social media
in the future?
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52. !
What and when?
• We asked what are you
doing with social media now
and with what frequency?
• We also asked how and with
what frequency you are
planning to use social media
in the future?
• We asked about 21 business
activities grouped into
Broadcasting, Listening and
Communitarian
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53. !
Broadcasting Activities
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54. !
Broadcasting Activities
Building brand/organisational Communicating to stakeholders or
presence external bodies
Communicating to the media Communicating to customers or
service users
Communicating to members
Communicating to the public and
or member organisations
wider world
Livecasting/webcasting
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55. !
Listening Activities
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56. !
Listening Activities
Online Polling or Opinion Gaining information/feedback from
Mapping stakeholders or external bodies
Gaining information/ Gaining information/feedback from
feedback from the media customers or service users
Gaining information/feedback Gaining information/feedback from
from members or member the public and wider world
organisations
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57. !
Communitarian Activities
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58. !
Communitarian Activities
Peer to peer interaction Peer to peer public
internally interaction
Facilitating interactive Supporting or enhancing
Peer to peer members’
research or academic face to face meetings or
interaction
collaboration events
Peer to peer users’
interaction Hosting or facilitating online
meetings or events
Hosting or facilitating
Communities of Practice or
Communities of Interest
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59. !
How are majority doing now?
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60. !
How are majority doing now?
Broadcasting
Regularly
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61. !
How are majority doing now?
Broadcasting Listening
Regularly Occasionally
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62. !
How are majority doing now?
Broadcasting Listening Communitarian
Regularly Occasionally Never
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63. !
But future plans?
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64. !
But future plans?
Broadcasting Listening Communitarian
Regularly Regularly Regularly
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65. !
The Four Musketeers
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66. !
The Four Musketeers
! ! !
!
94% 61% 67% 67%
Dominate but coexist because they serve complementary purposes in different ways.
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67. !
Twitter
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68. !
Twitter
!
Breaking News
Story and events monitoring
94%
Instant comment and reaction
Brand promotion
Thematic conversations
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69. !
Twitter
!
Breaking News Journalists and Commentariat
Story and events monitoring Think Tanks/Opinion Formers
94%
Instant comment and reaction Corporate Accounts/Leaders
Brand promotion
Thematic conversations
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70. !
Twitter
!
94%
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71. !
Twitter
!
“Twitter is a vast and inter-connected world
of multiple conversations going on about
every single topic of conversation you can
imagine, with every single possible
combination of participants you can imagine,
all going on in one sentence bites. It’s the
equivalent of having a conversation on a
mountain-top which everyone can join in and
where everyone can hear you.”
94% !
Interviewee
What they say
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72. !
Twitter
!
“Twitter is a vast and inter-connected world
of multiple conversations going on about
every single topic of conversation you can
imagine, with every single possible
combination of participants you can imagine,
all going on in one sentence bites. It’s the
equivalent of having a conversation on a “Twitter is where the real conversation in the
mountain-top which everyone can join in and country takes place. It’s fast, it’s immediate. It’s not
where everyone can hear you.” in any way mediated by editors or scheduling or
94% !
waiting for the guy from the phone-in programme to
get to your number. There’s nothing to stop you
having your say.”
Interviewee
What they say !
Interviewee
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73. !
Twitter
!
94%
What they say
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74. !
Twitter
!
“We have a strategy that can separate out our
clever and articulate people by their specialist
subject, so we can develop and widen our
reach by recognising that, whilst we have 2 or 3
people who might comment very generally and
get engaged in sometimes quite close to the
line debate, we much extend the reach if we
have someone, for example, with a particular
strength and audience in social care, or another
in public health, with their own audience. We
94% are careful to make sure we don’t duplicate in
our corporate feed what those individuals do.”
What they say !
Good Practice
recommendation
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75. !
Twitter
!
“We have a strategy that can separate out our “We had a report on mental health recently,
clever and articulate people by their specialist which is not an area we do lots and lots of stuff
subject, so we can develop and widen our in and we wanted to get as much reach as
reach by recognising that, whilst we have 2 or 3 possible. So we engaged with lots of mental
people who might comment very generally and health organisations and we said we want to go
get engaged in sometimes quite close to the really hard on this day, this is what we want
line debate, we much extend the reach if we tweeted and we hit the bloggers, and we just
have someone, for example, with a particular made a nice buzz and noise on that day, much
strength and audience in social care, or another greater than if we’d just gone through the usual
in public health, with their own audience. We e-mail traffic.”
94% are careful to make sure we don’t duplicate in
our corporate feed what those individuals do.”
!
What they say ! Good Practice
Good Practice recommendation
recommendation
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76. !
Twitter
!
94%
What they say
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77. !
Twitter
!
“A good Tweeter has to be doing it regularly. It’s a river
where you get in, swim around a bit and get out. You
don’t put it on a weekly ‘to do list’ and only do it once a
week. Also you need people who tweet with
personality, who are always up for a conversation.
People who do it badly are people who only do it to put
across corporate speak are dull beyond measure.”
94% !
Interviewee
What they say
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78. !
Twitter
! “Who really follows everything that a Twitter
corporate account puts out? Twitter is only
“A good Tweeter has to be doing it regularly. It’s a river as good as your latest update, so what if
where you get in, swim around a bit and get out. You your tweet happens to miss people’s refresh
don’t put it on a weekly ‘to do list’ and only do it once a point. We have 33,000 followers, but if
week. Also you need people who tweet with there’s one thing that gets my back up it’s
personality, who are always up for a conversation. when people say ‘we can put it out to our
People who do it badly are people who only do it to put audience of 33,000 on Twitter’. We don’t
across corporate speak are dull beyond measure.” have an audience of 33,000 on Twitter, we
have 33,000 people who at any one time
94% !
might see the odd tweet from us, which is
very different. So going to the places where
our audience are is absolutely key.”
Interviewee
What they say !
Interviewee
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79. !
LinkedIn
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80. !
LinkedIn
!
Brand Promotion
Peer-to-Peer Professional
67% Networking
Managed Professional
Communities
Polling/Opinion/Interactive Research
Gathering Information/Feedback
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81. !
LinkedIn
!
Brand Promotion Professionals and Leaders
Peer-to-Peer Professional Corporates
67% Networking Ground level staff,
Managed Professional stakeholders and users
Communities
Polling/Opinion/Interactive Research
Gathering Information/Feedback
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82. !
LinkedIn
!
67%
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83. !
LinkedIn
!
“Twitter is not our social medium of choice for
leadership development. For this, we are
developing LinkedIn and we are thinking about how
we draw in our alumni. We have thousands of
people coming through us over the years, so how
do we draw them in and develop a relationship with
those people over time and allow them also to form
networks of their own, and build relationships that
have been built on programmes and courses,
67% without us having to create a completely separate
network of activity and resource that.”
!
What they say Interviewee
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84. !
LinkedIn
!
“Twitter is not our social medium of choice for
leadership development. For this, we are
developing LinkedIn and we are thinking about how !
we draw in our alumni. We have thousands of “We are interested in people who have leadership
people coming through us over the years, so how roles, however broadly defined, in and around the
do we draw them in and develop a relationship with health service. We don’t believe these people are
those people over time and allow them also to form really active on Facebook, or if they are, they use
networks of their own, and build relationships that Facebook for other purposes, for their social life.
have been built on programmes and courses, We believe that, in business terms, they are active
67% without us having to create a completely separate
network of activity and resource that.”
on Twitter and on LinkedIn and the research that
we have most recently done appears to confirm
that, of our audience, around half of them are on
LinkedIn and, of that half, about 20 per cent were
! active on Twitter.”
What they say Interviewee !
Interviewee
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85. !
LinkedIn
!
67%
What they say
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86. !
LinkedIn
!
“We're still experimenting with LinkedIn discussion
groups - it's hard to know how to get the balance
right between actively stimulating discussion and
letting the group members get on with it
themselves.”
!
67% Written survey
response
What they say
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87. !
LinkedIn
!
“We're still experimenting with LinkedIn discussion
groups - it's hard to know how to get the balance
right between actively stimulating discussion and !
letting the group members get on with it “We are much more developed as to what we
themselves.” do on Twitter than we do on LinkedIn, although
our LinkedIn user group is growing by hundreds
! of members a month. We want to use LinkedIn
as a mini-forum for debate. Basically, to say
67% Written survey
response
‘We’ve written about this, what do you think
about it?’. But early days.”
What they say
Good Practice
recommendation
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88. !
YouTube
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89. !
YouTube
!
Brand Promotion
Supporting live events
67% Platform for multi-media outputs
Campaigning/Opinion shaping
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90. !
YouTube
!
Personal profiles and
Brand Promotion
subscriptions
Supporting live events
67% Platform for multi-media outputs
Professionals and Media
organisations
Campaigning/Opinion shaping Broadcasters and Opinion
Formers
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91. !
YouTube
!
! “Whenever we see an engaging presentation
that is doing the rounds in the organisation, we
use people in the press office who have done
journalism training, to do the voice-over, and
produce nice looking material and put them up
on YouTube and some of them are getting
2000-3000 views and that’s people who can’t
make it easily to our events. You can do that
so easily. We have a media suite here and you
67% can go down and produce something really
good in less than an hour. We can also use
graphics and infographics now and people are
getting more used to do that and expecting it -
just like broadcasters do, using a graphic rather
than a table. But it takes a differing mindset for
people who are used to working mainly with
words to thinking about images, audio etc.”
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92. !
YouTube
!
! “Whenever we see an engaging presentation
that is doing the rounds in the organisation, we
use people in the press office who have done
journalism training, to do the voice-over, and
produce nice looking material and put them up
on YouTube and some of them are getting
2000-3000 views and that’s people who can’t
make it easily to our events. You can do that Good Practice
so easily. We have a media suite here and you
recommendation
67% can go down and produce something really
good in less than an hour. We can also use
graphics and infographics now and people are
getting more used to do that and expecting it -
just like broadcasters do, using a graphic rather
What they say than a table. But it takes a differing mindset for
people who are used to working mainly with
words to thinking about images, audio etc.”
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93. !
Facebook
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94. !
Facebook
!
Brand Promotion
Popular profile
61%
Tapping into public debate/
comments
Platform for multi-media outputs
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95. !
Facebook
!
Brand Promotion Personal/Individuals’ profiles
Popular profile Campaign Groups
61%
Tapping into public debate/ Service Users
comments
Platform for multi-media outputs
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96. !
Facebook
!
61%
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97. !
Facebook
!
“For brands and institutions Facebook is very
good at being interactive, but you can also push
out much more varied material. You can push
out sound, you can push out video, you can
push out pictures, graphs. And you can use the
virality of that - people liking it, putting it on their
walls, sending it to their friends - to create a
mass of interest around a subject.”
61% !
Good Practice
What they say recommendation
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98. !
Facebook
!
“For brands and institutions Facebook is very
good at being interactive, but you can also push !
“We created a little graphic,
out much more varied material. You can push
out sound, you can push out video, you can saying “I’ve voted, have you?”
push out pictures, graphs. And you can use the which appeared on people’s
virality of that - people liking it, putting it on their Timeline if they shared. I think
walls, sending it to their friends - to create a we had about 60 shares of that,
mass of interest around a subject.” which isn’t massive but when you
61% !
top up that most people have
about 120 friends, in terms of
reach it’s a worthwhile activity.
Good Practice So you get thousands of people
What they say recommendation and generally engage people
who are likely to do something
and I think that’s the value of
social media to a certain extent.
Good Practice
It’s not just about numbers, it’s
about hitting engaged people.”
recommendation
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99. !
Other platforms
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100. !
Other platforms
• There are, of course, platforms !
beyond the Four Musketeers
!
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101. !
Other platforms
• There are, of course, platforms !
beyond the Four Musketeers
!
• It is worth investigating them to
get the best ‘fit’ for your
organisation
!
!
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102. !
Other platforms
• There are, of course, platforms !
!
beyond the Four Musketeers
!
• It is worth investigating them to
get the best ‘fit’ for your !
organisation
• But they will all remain !
underutilised or less effective if
the organisation does not rise !
to the challenge of changing
culture and building capacity
for supporting social media
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103. !
The implementation challenge
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104. !
The implementation challenge
• allocate dedicated resource to
support social media, including
external support if necessary
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105. !
The implementation challenge
• allocate dedicated resource to
support social media, including
external support if necessary
• understand your existing and
potential social media audiences
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106. !
The implementation challenge
• allocate dedicated resource to
support social media, including
external support if necessary
• understand your existing and
potential social media audiences
• integrate your social media
activity across chosen platforms
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107. !
The implementation challenge
• allocate dedicated resource to
support social media, including
external support if necessary
• understand your existing and
potential social media audiences
• integrate your social media
activity across chosen platforms
• monitor and actively manage
your performance
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108. For further information
Joe McCrea - Director, Cogitamus Health Practice
joe.mccrea@cogitamus.co.uk
Twitter #joemccrea1966
LinkedIn http://www.linkedin.com/pub/joe-mccrea/6/101/38
!
!
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