Gov2.0 and Social Media at the City of Kingston

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

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
People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube, Slideshare.net, 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, De.licio.us.
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

Social Media Framework Logical Boxes
People Needs
Who are you Serving? Where are they?
What Drives them to Engage with you?
Residents
Local Business
Employees
Residents
Local Businesses
Employees
Why We Exist
Mission
Vision
Core Values
Strategic Goals
Financial Sustainability
Improved Customer Service – more support at no additional cost
More Efficient Processes
Lower Costs
How We do It
Communicate
Make (Services delivered)
Listening
Talking (Informing)
Supporting
Supporting Activities
Energising/engaging
Building Blocks
Technology (Tools)
Finance (Budget)
People (internal)
Leadership
Culture
Skills +Training
Standards &
Policies
Social Media Policy
Response Guide
Risk Mgmt
11
Data and Information

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
-Mayoral Blog
- Twitter
- Yammer
Y/N
Ideas (Prioritised)
Y/N
Working Group (cross-dept)
Y/N
Y/N

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

Facebook
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…
LinkedIN
QR codes
Mayoral Blog
YouTube/Video
Twitter
Department specific - strategies
Training, awareness and more training!

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!

Gov2.0 and Social Media at the City of Kingston

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