TRACK 2 - SOCIAL MEDIA: EXPLOITING KNOWLEDGE IN NETWORKS
SESSION: WINNING SOCIAL MEDIA STRATEGIES
HOW WESTMINSTER ABBEY CREATED WORLD-WIDE AUDIENCE ENGAGEMENT AROUND THE ROYAL WEDDING WITH ONLINE AND SOCIAL MEDIA
(Imogen Levy, Online Editor, Westminster Abbey, UK)
The Royal Wedding which took place at Westminster Abbey on Friday 29 April 2011 was the biggest event of the year, watched by over 2 billion people world-wide. A great deal of work went into the preparations for this event and no least in the Online and Social Media department. This was the Wedding of the internet generation and huge strides went in to making this wedding as accessible as possible to as many different people as possible.
This case study will focus on Westminster Abbey's use of new media to make the most of the Royal Wedding. Including the use of Social Media, HTML5 Semantic Mark-up and combining building data into a usable mobile app for both iphone and android phones. Social Media: The Abbey's Twitter account was key to the build-up to the wedding and we also provided a live tweet on the day from inside the Abbey which gained over 12 thousand followers. It was a great way for people to feel like they were part of the event, being able to respond to the tweets live.
HTML5: The Abbey's website got a complete make-over and all the templates were re-built using HTML5 mark-up and CSS3 media queries. Mobile App: Westminster Abbey also released a mobile app called Abbey 3D which features an internal scaled replica of Westminster Abbey in a way which enables users to feel as if they are visiting the church where ever they happen to live or happen to be. It uses the latest laser scanning technology combined with 3D modelling to create a super realistic version of the Abbey, a technique commonly used in film production but rarely applied to mobile devices.
THE EUROPEAN UNION''S REGIONAL POLICY, SOCIAL MEDIA AND ON-LINE COLLABORATION
(Tony Lockett, Head of Web Communication, DG for Regional Policy,, European Commission, Belgium)
Like many other organisations, the European Commission has been taking action over the last 4-5 years to adapt to the growing importance of social media and on-line collaboration. We have established a presence on Facebook, Twitter, Youtube and other social media platforms (see http://europa.eu/take-part/socia... for a list of the different accounts). Guidelines have been produced to explain to staff how they can use social media. We have set up our own collaboration platforms to enable on-line networking between the many different stakeholders who are involved in delivering EU policies and programmes (regional and local authorities, tax and customs officers, field staff working on the delivery of EU development aid and humanitarian assistance). And we have developed a wide range of social tools to try to improve internal communication and knowledge management within the organisation (Sharepoint-based intranet, Yammer community, blogs, wikis, forums).
This presentation will draw on the author's personal experience with use of social media, on-line communities and collaboration in the context of the European Union. It will particular focus on the European Commission's efforts to communicate and engage with regions and other stakeholders involved in delivering the EU's regional policy.
CREATING A COLLABORATIVE COMMUNITY - DELIVERING TRANSFORMATION AT THE DEPARTMENT FOR EDUCATION
(Alexis Castillo-Soto, Programme Director, Department for Education, UK)
The Information Workplace Platform (IWP) was the Department for Education's response to a number of cross-Government IT strategies, as well as the Department's own 2009 Action Plan.
Before the implementation of IWP, IT systems did not provide staff with the support they required to work efficiently, easily and collaboratively. 'Silo' ways of working with limited cross-department information and knowledge sharing led to unnecessary repetition of effort. Under-utilised technology platforms that were not fit for purpose had been developed using a supplier-based approach, which led to staff developing less efficient bespoke IT solutions in an effort to meet their business requirements. These systems took considerable time to develop and deploy, and did not enable staff to easily manage their daily work, or access the management information required for supporting policy decisions.
The IWP is based on a virtualised Microsoft SharePoint platform capable of supporting 25,000 users, and has been recognised as the most ambitious Government implementation of this technology in the world. The platform facilitates on-demand content management, collaboration, workflow, management information, and sophisticated enterprise search via a web browser. In contrast with the traditional approach to building new systems, the IWP has used a service-orientated approach throughout. This means that the DfE can provision new business information and collaboration services quickly, cheaply and with a high degree of user engagement, accelerating adoption and the release of business benefits.
Moderator: Paul Corney, Managing Partner, Sparknow LLP, UK
29th November to 1st December 2011