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

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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  • 1. Gov2.0 and Social Media: Lessons from the City of Kingston
    GBEN, August 2011
    Fergal Coleman
    Twitter @symphony3think
  • 2. How we govern is Changing
  • 3. Examples: Australia
  • 4. Opportunity to become a government leader
  • 5. 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
  • 6. Revolutions can be scary!
    Overcome the fear, Social Media is here to stay!
  • 7. Think about what people do
    People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube,, Docstoc.
    People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare.
    People Collaborating – Wikis (wikipedia), Intelpedia (internal use), Bearing Point (Mike2.0), Salesforce chatter, Centraldesktop, Sharepoint.
    People Reacting – Forums, discussion boards, ratings, reviews.
    People Organising – tags, Digg,
    Accelerating Consumption – RSS, Widgets.
  • 8. 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
  • 9. 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.
  • 10. 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
  • 11. Social Media Framework Logical Boxes
    People Needs
    Who are you Serving? Where are they?
    What Drives them to Engage with you?
    Local Business
    Local Businesses
    Why We Exist
    Core Values
    Strategic Goals
    Financial Sustainability
    Improved Customer Service – more support at no additional cost
    More Efficient Processes
    Lower Costs
    How We do It
    Make (Services delivered)
    Talking (Informing)
    Supporting Activities
    Building Blocks
    Technology (Tools)
    Finance (Budget)
    People (internal)
    Skills +Training
    Standards &
    Social Media Policy
    Response Guide
    Risk Mgmt
    Data and Information
  • 12. Roadmap
    Commitment and Leadership Steering Group
    Adopted by business:
    Person Responsible and One Page Plan for each tool
    - Social Media Policy
    - SM Awareness and Training
    - Facebook
    • CEO Blog
    • 13. -Mayoral Blog
    - Twitter
    - Yammer
    Ideas (Prioritised)
    Working Group (cross-dept)
  • 14. Wiki – Internal Initiatives first
    • Improved collaboration
    • 15. Better information sharing
    • 16. No email trail with multiple document versions
    • 17. Less paper
    • 18. No IT overhead
  • Social Media Policy and Response Guide
    • Parameters on how to behave online
    • 19. Parameters on what can be said about the organisation
    • 20. Guidelines on how to respond to comments and opinions
  • CEO Blog
    • Shows Leadership commitment
    • 21. Direct line of communication to the CEO for employees
    • 22. Parameters on what can be said about the organisation
    • 23. Guidelines on how to respond to comments and opinions
  • Facebook
    • Timely updates (e.g. floods, festival)
    • 24. Community feedback and engagement
    • 25. Interactive content
  • Yammer
    • Improved idea sharing and innovation
    • 26. Mobile communication
    • 27. Improved communication
  • Skype meetings and iPads
    • Improved communication
    • 28. Reduced travel time
    • 29. More productivity
    • 30. Empowerment of elderly
    • 31. Time saving
    • 32. Fostering friendships and engagement with the City
  • Community Consultation Online
  • 33.
  • 34. Next Step:
    Community Fully Engaged and Participating
  • 35. Coming soon or in prototype…
    QR codes
    Mayoral Blog
    Department specific - strategies
    Training, awareness and more training!
  • 36. Outcomes
    More timely information to residents
    More engaged residents
    More engaged employees
    Improved cross-departmental communication
    Reduced travel costs
    More productive, energised employees
  • 37. 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!
  • 38. Your thoughts or questions??
    What are your experiences?
    Questions?Contact details
    Twitter @symphony3think
    0423 198184
    Or lets just have an old fashioned chat in person!