Digital Engagement in Local Government
Learning from Better Connected 2014
Wednesday 14th May
by
Aurelia Moreaux
Marketing and Communications Officer
and
Mischa Brown
Website and Information Officer
What it’s all about
• History of social media and digital
engagement at Braintree District Council
• How we use social media
• A few campaign examples
• How we use our website
• What the future holds
• Q&A’s
Brief history
• Braintree District Council – 147,000
residents
• 2009 - Created social media
presence
• Increased followers using a variety
of campaigns
• 19 different social media accounts -
over 18,000 followers (largest
amongst the districts and boroughs
in Essex proportionally)
Customers expect to access
all services using a method
and time that suits them
How we engage our customers
Stimulate
interest
Personal
connection
INCREASE
INTERACTION
and
FULL ENGAGEMENT
with our customers
Drive
participation
Facilitate
interaction
‘Don’t be a Tosser’ campaign
Nationally recognised car litter
campaign
Results:
• Social media enhanced the campaign
• 250 people read story on Green Heart
FB wall in one hour
• Council online poll said over 2,000
would report car litter offenders
• Local paper ran a poll- 65% said not
offensive
• 450 Tosser reports and still counting
The power of social media
Stamp Out Poo Tell Us Who
dog fouling campaign
Julie “Where is the form to report someone who
allowed their dog to foul and then moved on like he
didn’t hear me shouting at my 2yr to come away from
the dog poo??” July 15, 2013
Julie “ Wow, would like to confirm this really works. I
sent the form at 10:30 and at 3.30pm this afternoon
the man was identified and spoken to. Obviously he
denied it, but I don’t care- I hope the shame alone will
stop him from ignoring poo in the future…” July 16,
2013
The ‘army of eyes’ just got
bigger and District wide!
Braintree District Council Website
Our website has to…
• Have an integrated approach across all customer channels
• Be transactional
• Be up to date, accurate and Informative
To help us….
• Monthly customer statistical reports
• Web group meetings
• Customer feedback/ Socitm report
Braintree District Council Website
Results…
• Customer alerts
• 1 star to a 3 star website (in 2 years)
• A culture of continually looking at improvements
Crisis management
Christmas refuse vehicles breakdown – affecting 37% bin collections
How did we manage this?
• Alert message on our website linking
to affected areas webpage.
• Social media activity
• Text message to our customers
• Customer advisors signposted
customers to our website
Result: 55% more customers to this
section of the website.
Credit : Essex Chronicle newspaper
Never standing still…
• Live Chat
• Where I Live facility
• Improving online payment facilities
• Responsive design
• Continued feedback on our digital channels
• Targeted email campaigns
• Separate Customer Service social media account
• Continued promotion of our social media
The digital world never stands still and
is always progressing
Thank you for listening
Q& As
• Follow us @BraintreeDC
• Facebook ‘Braintree District Council’
• Email:
• aurmo@braintree.gov.uk
• misbr@braintree.gov.uk
• Telephone: 01376 552525