empowering citizen activism through social media · 2017-10-03 · –product and customer...
TRANSCRIPT
Empowering Citizen Activism through Social Media
Derrick Pisani Presentation delivered to the European Commission at the DIGIT ICT 2013 Conference - 26 November 2013
www.pwc.com
PwC
Why? (my assumptions)
• Competitiveness, leading to job creation:
- You want to tell Europe’s citizens (and others) that you value their opinion, and so attract them to invest their money, time, life, etc... in the countries of the EU.
- You want them to perceive this attitude and share their ideas with you, so that you can draft policies which open up doors to their dreams.
- You want to foster public-private partnerships where the public sector is an enabler.
- You want them to thrive on economic growth, invest in innovation and create tomorrow’s “Made in the EU”.
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important
PwC
Customer-centred Design
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Observing how our customers use our services/products is central to good design.
PwC
What is the approach being taken?
• Ask: “Where are our customers?”
• Digital Transformation through SMAC:
• Social media
• Mobile
• Analytics
• Cloud
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Everybody talks about analytics and big data, but who’s doing it?
PwC
“Is Social Media a white elephant?”
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… or is at an opportunity?
PwC
The 3 pillars of Social Media?
• Promote collaborative interaction with our customers – the citizens.
• Encourage citizen activism
• Build the capacity within our employees through internal communication and collaboration
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PwC
How does SMAC fit in our communication strategy?
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Overview
= network breadth
Reach (neck)
= pervasiveness
Fit (camouflage)
= adaptability
PwC
How do we build social media into our system?
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Collaboration
Now
• Be visible
• Develop relationship & trust
Know everything about
everything
Wish
• Real customer-centred drive.
We need to see it make a
difference!!
• A sustainable medium term target.
• Develop collaboration mentality
• Not only the marketing department
• Involve your employees
Next
PwC
The Institutions are not ahead of the pack...
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… think out of the box;
and with a sense of urgency.
Let’s...
PwC
Organisational preparedness
• Organisational preparedness
– Social media must be understood to belong to the whole organisation and not just the marketing department. Start by making it a management priority, and communicate it effectively.
• Considerations:
– Internal politics: Stakeholders aware and aligned with strategy; You are able to answer “what’s in it for me?” for the typical stakeholder profiles.
– Resources (time, funds, people)
– Social differences and outlooks of our employees with regards to the subject
– Legacy aspects (technology, processes, etc...)
– Regulatory (internal policies, legislation etc...) aspects
– Measurable targets to gauge success
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PwC
Involving our greatest asset
• Employees have:
– Product and customer knowledge
– Aptitude, especially if supported by training
– The drive, if encouraged and trusted
– Wisdom, if guided by a lean Code of Conduct
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PwC
Implementation Stages
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Monitor Talk Contribute Create
• Visibility
• Relationship building & trust through network building (e.g. Tweets)
• Everybody (employees and customers alike) will go through a similar maturity process.
• Distribute the thought process through online deliberation
• Crowd-sourcing action
• Community-driven action
• Needs simple co-ordination and encouragement
Thank you
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network of member firms of PricewaterhouseCoopers International Limited, each of which is a
separate and independent legal entity.
Questions and feedback?
Derrick Pisani
email: [email protected]