I’ve now created my own website over at https://robjefferson.uk so this WordPress blog is unlikely to be updated again.
Find out why I’ve made this decision.
I’ve wanted to write a blog post for a while after how well my last one was received back in January. Finally feel compelled to do so after a couple of experiences I’ve had over the last few days. Sorry it’s been so long.
The first experience I want to talk about is a fantastic example of the convergence of traditional broadcast media with social media. Ricky Gervais and co. really made me smile tonight with some simple but highly effective interactivity during the broadcast of their truly brilliant “mockumentary” Derek.
If you’ve not watched it before (make sure you do!), Derek is a charming character who helps out at his local care home, alongside a host of eccentric but equally endearing colleagues. Derek, to quote from Wikipedia is “quirky, goofy, and [his] often hare-brained personality is tempered by a tender, honest and brave spirit.” In essence, he sees the best in people (and animals) despite their misgivings which are frequently demonstrated in the programme.
The clever bit came part way through in a scene where Derek was talking to another of the care home’s staff Vicky about her mobile phone. She explained about a setting him up with a twitter account and quoted it in the dialogue as being “@MrDerekNoakes”. The discussion continued with Vicky asking Derek what he’d like to say, and they even decided upon a hashtag (HT) to use in the tweet of “#DerekSays”, before sending a message of “Be nice to animals”.
My natural reaction was to get my phone out on the off chance that the account existed. Sure enough, it did and the actual tweet that was discussed in the pre-recorded programme was sent out in real time as the show was being transmitted.
#dereksays Be nice to animals.
— Derek Noakes (@MrDerekNoakes) April 23, 2014
Of course, I wasn’t the only one who found this rather spiffing, twitter came alive with retweets of @MrDerekNoakes’ tweet, and it wasn’t long before #DerekSays was the top trending HT in the UK. What was also impressive was this simulcast was backed up with further content shared by the show’s official twitter account with key quotes from the programme composited on screengrabs from said scenes.
Again, all simple stuff in the execution but it just shows you the level of planning a successful campaign needs to undergo. Bravo Mr. Gervais.
My second experience was learning about Stephen’s Story. If you’ve not heard of Stephen Sutton, he’s a 19 year old chap from the West Midlands who’s been battling cancer over the last 4 years. He describes himself as “an ordinary teenager” but the deeper you dig into his story, the more you realise he’s far from ordinary.
I won’t repeat his story as I want you to go and read about him yourself but in a nutshell, after being diagnosed with cancer and learning a couple of years ago that it was incurable, he set about making the absolute best of his time and published his bucketlist on his facebook page. Understandably, a lot of these were goals you’ve probably also got on your own lists but over the last year or so, these goals have become incredibly selfless such as raising a shedload of cash for the Teenage Cancer Trust and supporting other cancer sufferers.
How do I know so much about all this? Because Stephen has made his story completely public. I don’t know the guy from Adam but I’ve found it incredible learning more about his experiences over the last few years, from simply reading his website, his donation page and his social network accounts including facebook and twitter. Unfortunately, over the last couple of days it appears he’s taken a turn for the worst and posted an incredibly poignant facebook status on Tuesday morning (it’s currently pinned to the top of his page).
What struck me more than anything with Stephen’s story was how willing he’s been to share his experiences so publically over social networks. It sounds like he’s barely had the strength to even tweet in recent days but has continued to do so regardless.
It’s been a stark reminder that when working in PR, marketing and communications it’s all too easy to get swept up in whether so-and-so “shouldn’t have tweeted something so controversial on their work twitter account” or how “facebook are destroying the network with reduced reach algorithms” or bitching about “the latest twitter update that means we have to change all our brand visuals to fix new dimensions”.
None of this mattered on Tuesday night. Social networks were used as a way to share Stephen’s story and helped him achieve fundraising for his charity well beyond his wildest dreams by smashing £1 million in donations as he lay on his hospital bed. Surely, this exactly what we should be using social networks for; publishing important stories, which were written by those who are experiencing them first hand and sharing them far and wide.
As I write this on Wednesday night I have no idea whether Stephen is still battling on to send his next tweet or whether he’s finally succumbed – his last message was 12 hours ago now. One thing I am certain of though is that we’ll probably hear it first online.
I guess there will be hundreds of blogs written by people who have been touched by Stephen’s story but on the off chance you get to read this Stephen I simply want to say, thank you for being such an inspirational human being.
I was one of the contributors to the report alongside Brett Saddler, Deena Samani and Sean Wijesiri. I’m sure it was useful for Anne McCrossan and co at Visceral Business to share the load a bit this year and I know I found it beneficial to play my part in the research by looking at facebook use by over 200 housing associations.
It’s been great to read some of the initial buzz from the report with worthy blog posts already on the subject from Jayne Hilditch and Thom Bartley (if there are any more out there so far, I’d love you to share them with me).
Anne at Visceral Business held a Google Hangout on Monday which got a few of us together to discuss the findings of the report and to post three further questions. Here were some of my thoughts on these, in relation to social media:
1. What makes the best kind of housing provider in a connected social and commercial environment and how can digital and social help?
I’m not a Chief Exec or a Director so I’m perhaps not best to answer this one, however, I would suggest the best housing provider is one that’s open to change. We cannot afford, as a sector, to shun digital and ignore the social, cost and efficiency benefits of embracing it. There are of course numerous fundamental issues to resolve around digital inclusion (which is a blog post, nay, a website in itself) and connectivity first but there are plenty of opportunities available to us. The amount of money that can be saved around reducing printing and posting alone makes it worth looking into it more seriously to fund the shortfall in our digital strategies (cue Asif Choudry to champion the benefits of an integrated marketing campaign which still includes print 😉 ).
Like Nick Atkin has presented on previously, there’s also an awful lot for us to learn from the commercial sector – there are so many great examples of online brand expression and customer service from the likes of Innocent, Argos & O2. Let’s get more of our personalities out on show for all to see. Digital is a great way to do this. Let’s also stop looking at each other and learn from outside instead.
2. Should housing organisations be aiming for a thin presence across all social media platforms or concentrating on just a few?
For me this is quite a simple one – be where the majority of your customers are whilst keeping a keen ear to the ground. Aside from offline surveys and customer profiling, there are plenty of free or low-cost monitoring tools to hunt out what’s been said about your company online. Stuff like Social Mention is a great starting point to scour the web using keyword searches. Stick your HA’s name in there, you’d be amazed what people are saying about you and where they are saying it.
For those who are more mature with their social media strategy, analytical tools such as Google Analytics should help to show what’s working and what’s not in terms of referring traffic to your website (assuming that’s why we’re using social media…right?). Free social media dashboards are also worth installing on it to get a clear view of what’s going on. For example – over the last quarter, 15% of referrals to our North Lincolnshire Homes part of ongo website came from social media, and 78.5% of these come from our facebook page. We also know that we have a heck of a lot more customer enquiries through FB than Twitter. Therefore we are investing more time and energy into improving our facebook use at the moment.
Customers are savvy though and will post their comments or complaints on whatever platform that’s right for them. We can probably guide them to where we’d like them to be but we can’t force them. For us at ongo at the moment, it’s about following them. For others, it’s about starting their own online communities and trying to attract customers to use them. I’m yet to remain convinced on this one. For me, bespoke online communities are great in principle but it’s another level of commitment or involvement to ask of our customers. It’s hard enough keeping track of the amount of social networks we, as housing professionals and individuals use without introducing other communities to join, monitor and contribute too. Maybe once Thom Bartley has played his hand on his vision of an online community by next year’s report, I’ll be eating my words. I hope so. It’s exciting in theory.
To answer the question in short, I’d say rather than spreading thinly, it’s best to “land grab” a username on each of the major social networks but focus on the ones your customers are using first, whilst being open to trying out new social networks as they come on the scene. Thom Bartley recognises that #ukhousing needs to check out Instagram whilst Brett Sadler thinks this is the year Google+ will be big for us. I agree with both of these sentiments and I’m going to throw Snapchat into the ring as well as an exciting possibility for #ukhousing to embrace in 2014.
3. What’s the best way to become more customer & outcome driven and to develop deeper engagement with residents?
A toughy to answer but at times I don’t think as a sector we help ourselves with this one – through lack of resource, lack of skills or even fear. For example, a significant number of housing associations I looked at didn’t allow customers to post content to their company facebook walls so it’s unsurprising engagement and adoption is so low online. Worst case scenario, customers will set up their own online pressure groups in response. I’ve seen a few of these over the course of my research.
Yes, there are resource implications to successfully manage social networks but it’s a case of a channel shift rather than reinventing the wheel. Why can’t a telephone advisor perform the same role on facebook? It’s an easy mistake(?) to let the Comms team handle it on their own as it soon becomes unmanageable (we did it ourselves).Of course, it’s important to maintain a grip on reputation management but the capacity lies with the knowledgeable ones in the customer service team. Through positive customer service experiences online we’ve noticed and increase in engagement with other things online too. There are other problems to consider of course such as the integration of social media contacts with “woeful” housing management systems, to quote Liz Haworth at Helena.
Speaking of engagement…in the report I think there’s too much emphasis on number of likes or followers being an indication of engagement – these are completely different things in my opinion. More needs to be done in next year’s report around this. What do we actually class as engagement online? How do we actually measure this? How do we become more open about this? What do you think?
Jayne Hilditch has proposed we obtain more data around the use of online tenancy accounts through HAs being more transparent about their online service provision, this is a great idea and I think there’s a lot to learn about what works and what doesn’t. There’s also a piece of work to be done around times of access by customers. This has been mentioned in brief in the past and I know Paul Taylor at Bromford has talked about the possibility of scrapping this idea of operating just 9-5 online.
All in all, I don’t think there’s a magic-bullet answer to this question but the report’s suggestion about HR departments encouraging digital skills training, staff becoming more confident online and Jayne’s proposal for a “‘futureologist’ who gets digital” at board level are all going to help with this.
So there we have it. It’s been my first blog post in a long while so I look forward to hearing your responses to this. Thanks to Anne and the team at Visceral Business for the opportunity to contribute to a valued national study.
Well, after a lot of thought I’ve finally decided to “bite the bullet” and set up my own blog. Over time I’ll be publishing essays, research, interesting articles I come across on the internet and anything else I think people may wish to read about. I won’t be offended if you don’t like something. That’s down to you.
Basically, if you’re interested in society, education, politics or technology then hopefully you’ll find what I put on here of some use to you.