Gov2.0 and Social Media: Lessons from the City of Kingston GBEN, August 2011 Fergal Coleman Twitter @symphony3think www.symphony3.com/GBen www.symphony3.com
May 20, 2015
www.symphony3.com
Gov2.0 and Social Media: Lessons from the City of Kingston
GBEN, August 2011
Fergal ColemanTwitter @symphony3think
www.symphony3.com/GBen
How we govern is Changing
Examples: Australia
http://queenslandfloods.crowdmap.com/ http://vimeo.com/4470529
Opportunity to become a government leader
Why Engage? The pay back comes quickly
“The Rise of the networked enterprise: Web2.0 finds its payday”
McKinsey Quarterly Dec. 2010
Some averages from report• 20% decrease in travel costs• 20% improvement in marketing effectiveness• 10% reduction in operational costs• 15% decrease in marketing costs• 18% increase in customer satisfaction• 41% increase in employee satisfaction
Revolutions can be scary!
Overcome the fear, Social Media is here to stay!
Think about what people do
1. People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube, Slideshare.net, Docstoc.
2. People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare.
3. People Collaborating – Wikis (wikipedia), Intelpedia (internal use), Bearing Point (Mike2.0), Salesforce chatter, Centraldesktop, Sharepoint.
4. People Reacting – Forums, discussion boards, ratings, reviews.
5. People Organising – tags, Digg, De.licio.us. 6. Accelerating Consumption – RSS, Widgets.
Forrester
What are your Objectives
1. Listening – Use social media to better research community and resident needs.
2. Talking – Use social media to spread messages about your council.
3. Energising – get your most enthusiastic customers to become advocates , using social media to increase word of mouth.
4. Supporting – Support residents/local businesses or help them to support each other.
5. Embracing – Integrate your customers into the way your organisation works
Case Study: City of Kingston
“In the past we (local government) told the community what we were doing, we have now evolved to engaging the community in what we propose to do, but the expectation of the community today is that not only will they be engaged but they will directly influence and they will have control over what happens. This is not an unreasonable expectation.”
John Nevins, CEO, City of Kingston.
Getting Started? What do you need
• Leadership commitment and vision“Social Media in everything we do”
• Open up to new technologies• Commitment to change behaviours• Commitment to loss of control• Get Started!• Have a Strategy/Framework for change
People Needs
11
How We do It
Financial Sustainability
Building Blocks
Social Media Framework Logical Boxes
Make (Services delivered)
Why We ExistMission Vision Core Values
Lower Costs More Efficient Processes Improved Customer Service – more support at no additional cost
People (internal)
LeadershipCulture
Skills +Training
Standards &Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
Data and Information
Who are you Serving? Where are they?
Residents Local Businesses
What Drives them to Engage with you?
Supporting Activities
CommunicateListening
Talking (Informing)
Supporting
Energising/engaging
Residents Local Business
Strategic Goals
Employees Employees
Workshop: Vision, People, Objectives, Ideas,
Strategy, Action Plan(Review after 12 months)
8 Week Cycle3 Groups
Research, Meetings, WorkshopsBusiness Case
Present
8 Week Cycle8 Week Cycle
8 Week Cycle
Roadmap
Y/N
Y/N
Ideas (Prioritised)
Working Group (cross-
dept)
Y/N
Y/N
Adopted by business:
Person Responsible and
One Page Plan for each tool
- Social Media Policy
- SM Awareness and Training- Facebook- CEO Blog
- -Mayoral Blog- Twitter
- Yammer
Commitment and Leadership Steering
Group
Wiki – Internal Initiatives first
• Improved collaboration• Better information sharing• No email trail with multiple document versions• Less paper• No IT overhead
Social Media Policy and Response Guide
• Parameters on how to behave online• Parameters on what can be said about the organisation• Guidelines on how to respond to comments and opinions
CEO Blog
• Shows Leadership commitment
• Direct line of communication to the CEO for employees
• Parameters on what can be said about the organisation
• Guidelines on how to respond to comments and opinions
• Timely updates (e.g. floods, festival)• Community feedback and
engagement• Interactive content
Yammer
• Improved idea sharing and innovation
• Mobile communication
• Improved communication
Skype meetings and iPads
• Improved communication• Reduced travel time • More productivity
• Empowerment of elderly• Time saving• Fostering friendships and
engagement with the City
Community Consultation Online
www.haveyoursayday.com.au
Kingstonlibraries.net
Next Step: www.Communityeffect.net
Community Fully Engaged and Participating
Coming soon or in prototype…
Mayoral Blog
YouTube/Video
Department specific - strategies
Training, awareness and more training!
LinkedIN QR codes
Outcomes
• More timely information to residents• More engaged residents• More engaged employees• Improved cross-departmental communication• Reduced travel costs• More productive, energised employees
Conclusion
Social Media is…..
• A technology-enabled conversation with the whole community
• An enabler:– It will allow you to reach, service and collaborate with
your community much more effectively
Its here to stay, you need to
• Embrace it strategically• Integrate it into your day to day operations• Change Behaviours• Get Engaged!
Your thoughts or questions??
• What are your experiences?
• Questions?
Contact details• www.symphony3.com/gben• Facebook.com/symphony3• Twitter @symphony3think• 0423 198184• Or lets just have an old fashioned chat in person!