Gov2.0 and Social Media at the City of Kingston


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A presentation of the City of Kingston Social Media experience to the Government Business Education Network (GBEN), in Melbourne, Australia 3 August 2011

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Gov2.0 and Social Media at the City of Kingston

  1. 1. Gov2.0 and Social Media: Lessons from the City of Kingston<br />GBEN, August 2011<br />Fergal Coleman<br />Twitter @symphony3think<br /><br /><br />
  2. 2. How we govern is Changing<br />
  3. 3. Examples: Australia<br /><br /><br />
  4. 4. Opportunity to become a government leader<br />
  5. 5. Why Engage? The pay back comes quickly<br /> “The Rise of the networked enterprise: Web2.0 finds its payday”<br /> McKinsey Quarterly Dec. 2010<br /> Some averages from report<br />20% decrease in travel costs<br />20% improvement in marketing effectiveness<br />10% reduction in operational costs<br />15% decrease in marketing costs<br />18% increase in customer satisfaction<br />41% increase in employee satisfaction<br />
  6. 6. Revolutions can be scary!<br />Overcome the fear, Social Media is here to stay!<br />
  7. 7. Think about what people do<br />People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube,, Docstoc.<br />People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare. <br />People Collaborating – Wikis (wikipedia), Intelpedia (internal use), Bearing Point (Mike2.0), Salesforce chatter, Centraldesktop, Sharepoint.<br />People Reacting – Forums, discussion boards, ratings, reviews.<br />People Organising – tags, Digg, <br />Accelerating Consumption – RSS, Widgets.<br />Forrester<br />
  8. 8. What are your Objectives<br />1. Listening – Use social media to better research community and resident needs.<br />2. Talking – Use social media to spread messages about your council.<br />3. Energising– get your most enthusiastic customers to become advocates , using social media to increase word of mouth.<br />4. Supporting– Support residents/local businesses or help them to support each other.<br />5. Embracing– Integrate your customers into the way your organisation works<br />
  9. 9. Case Study: City of Kingston<br />“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.”<br />John Nevins, CEO, City of Kingston.<br />
  10. 10. Getting Started? What do you need<br />Leadership commitment and vision“Social Media in everything we do”<br />Open up to new technologies<br />Commitment to change behaviours<br />Commitment to loss of control<br />Get Started!<br />Have a Strategy/Framework for change <br />
  11. 11. Social Media Framework Logical Boxes<br />People Needs<br />Who are you Serving? Where are they?<br />What Drives them to Engage with you? <br />Residents<br />Local Business<br />Employees<br />Residents<br />Local Businesses<br />Employees<br />Why We Exist<br />Mission <br />Vision<br />Core Values<br />Strategic Goals<br />Financial Sustainability <br />Improved Customer Service – more support at no additional cost<br />More Efficient Processes<br />Lower Costs<br />How We do It<br />Communicate<br />Make (Services delivered)<br />Listening<br />Talking (Informing)<br />Supporting<br />Supporting Activities<br />Energising/engaging<br />Building Blocks<br />Technology (Tools)<br />Finance (Budget)<br />People (internal)<br />Leadership<br />Culture<br />Skills +Training<br />Standards &<br />Policies<br />Social Media Policy<br />Response Guide<br />Risk Mgmt<br />11<br />Data and Information<br />
  12. 12. Roadmap<br />Commitment and Leadership Steering Group<br />Adopted by business:<br />Person Responsible and One Page Plan for each tool<br />- Social Media Policy<br />- SM Awareness and Training<br />- Facebook<br /><ul><li>CEO Blog
  13. 13. -Mayoral Blog</li></ul>- Twitter<br />- Yammer<br />Y/N<br />Ideas (Prioritised) <br />Y/N<br />Working Group (cross-dept) <br />Y/N<br />Y/N<br />
  14. 14. Wiki – Internal Initiatives first <br /><ul><li>Improved collaboration
  15. 15. Better information sharing
  16. 16. No email trail with multiple document versions
  17. 17. Less paper
  18. 18. No IT overhead</li></li></ul><li>Social Media Policy and Response Guide<br /><ul><li>Parameters on how to behave online
  19. 19. Parameters on what can be said about the organisation
  20. 20. Guidelines on how to respond to comments and opinions</li></li></ul><li>CEO Blog<br /><ul><li>Shows Leadership commitment
  21. 21. Direct line of communication to the CEO for employees
  22. 22. Parameters on what can be said about the organisation
  23. 23. Guidelines on how to respond to comments and opinions</li></li></ul><li>Facebook<br /><ul><li>Timely updates (e.g. floods, festival)
  24. 24. Community feedback and engagement
  25. 25. Interactive content</li></li></ul><li>Yammer<br /><ul><li>Improved idea sharing and innovation
  26. 26. Mobile communication
  27. 27. Improved communication </li></li></ul><li>Skype meetings and iPads<br /><ul><li>Improved communication
  28. 28. Reduced travel time
  29. 29. More productivity
  30. 30. Empowerment of elderly
  31. 31. Time saving
  32. 32. Fostering friendships and engagement with the City</li></li></ul><li>Community Consultation Online<br /><br />
  33. 33.<br />
  34. 34. Next Step:<br />Community Fully Engaged and Participating<br />
  35. 35. Coming soon or in prototype…<br />LinkedIN<br />QR codes<br />Mayoral Blog<br />YouTube/Video<br />Twitter<br />Department specific - strategies<br />Training, awareness and more training!<br />
  36. 36. Outcomes<br />More timely information to residents<br />More engaged residents<br />More engaged employees<br />Improved cross-departmental communication<br />Reduced travel costs<br />More productive, energised employees<br />
  37. 37. Conclusion<br />Social Media is…..<br />A technology-enabled conversation with the whole community<br />An enabler:<br />It will allow you to reach, service and collaborate with your community much more effectively<br />Its here to stay, you need to<br />Embrace it strategically<br />Integrate it into your day to day operations<br />Change Behaviours<br />Get Engaged!<br />
  38. 38. Your thoughts or questions?? <br />What are your experiences?<br />Questions?Contact details<br /><br /><br />Twitter @symphony3think<br />0423 198184<br />Or lets just have an old fashioned chat in person!<br />