Social Media in the Government

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Paper presented by Anthony Clark, Director Customer Contact, Smart Service Queensland, at the Serve You Right Conference, Melbourne, September 2011.

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  • Policy and guidelines developed.Lead by Smart Service and collaborative approach with a working group.Queensland Government Enterprise Architecture (QGEA) ArtefactsOfficial use of social mediaGovernance, relationships, resourced, monitoring, transparency, complianceOnline engagementGovernance, balance, transparency, use get involvedQGEA expectation given the drive from ICT Strategy OriginsPolicy and Guidelines for both – closely aligned, but separate due to differences in ownership and coverage.Although the principles are similar – the application in the different contexts is different.Official use of social media – Advocating use through a Risk Management, Strategic intentCommitment Dedicated and Delegated authority to represent the agencyListen and well as talk – move beyond Web 1.0Guidance on whether to respondOnline engagement – Augmenting Engaging Queenslanders Methods and techniquesDon’t use in isolation – online and offline complement each otherTransparent - Be clear in the degree to which the community can influence a decision
  • Policy and guidelines developed.Lead by Smart Service and collaborative approach with a working group.Queensland Government Enterprise Architecture (QGEA) ArtefactsOfficial use of social mediaGovernance, relationships, resourced, monitoring, transparency, complianceOnline engagementGovernance, balance, transparency, use get involvedQGEA expectation given the drive from ICT Strategy OriginsPolicy and Guidelines for both – closely aligned, but separate due to differences in ownership and coverage.Although the principles are similar – the application in the different contexts is different.Official use of social media – Advocating use through a Risk Management, Strategic intentCommitment Dedicated and Delegated authority to represent the agencyListen and well as talk – move beyond Web 1.0Guidance on whether to respondOnline engagement – Augmenting Engaging Queenslanders Methods and techniquesDon’t use in isolation – online and offline complement each otherTransparent - Be clear in the degree to which the community can influence a decision
  • A site for citizensA central reference point for the public to participate in government decision makingA service that we provide to agenciesA suite of tools fit for a variety of consultation purposes – such as surveys, polls, forums, consult qld
  • A site for citizensA central reference point for the public to participate in government decision makingA service that we provide to agenciesA suite of tools fit for a variety of consultation purposes – such as surveys, polls, forums, consult qld
  • Integrates with Google Analytics – see what’s happening with your sites in conjunction with social media.Schedules tweets and facebook updatesReports on specific accounts – our accountsFacebook insightsDaily new likes, post feedback,gender and age.Twitter insightsFollower growth,Ow.ly summary stats,region andmentions by influencers.AnalyticsGoogle analytics summary,Twitter to web conversion,top content,traffic sources andmap overlay.
  • Integrates with Google Analytics – see what’s happening with your sites in conjunction with social media.Schedules tweets and facebook updatesReports on specific accounts – our accountsFacebook insightsDaily new likes, post feedback,gender and age.Twitter insightsFollower growth,Ow.ly summary stats,region andmentions by influencers.AnalyticsGoogle analytics summary,Twitter to web conversion,top content,traffic sources andmap overlay.
  • Time to break into some groups and discuss how social media will impact Governments and your areas. Thinking about Citizen @ Centre of Social Media
  • Social Media in the Government

    1. 1. Your front door to Queensland Government 13 13 04 www.qld.gov.au<br />+<br />Social Media in the Government<br />Web 2.0<br />Gov 2.0<br />Anthony Clark<br />Director, Customer Contact<br />
    2. 2. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Dilbert take on Social Media<br />Is this the traditional view of Government?<br />
    3. 3. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Policy and Governance<br />
    4. 4. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Get Involved<br />
    5. 5. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br /><ul><li>7 years
    6. 6. 349 consultations
    7. 7. Over 200,000 responses
    8. 8. 200% growth pa on average</li></ul>The rise and rise of Get Involved<br />
    9. 9. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Facebook<br />
    10. 10. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Linked In<br />Closed Internal Group<br />
    11. 11. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Listening and Reporting<br />
    12. 12. Social Media at Smart Service Qld<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Still to come<br />Social Media to compliment Service Delivery. How best do we achieve this?<br />Smart Service Queensland does not have a public brand. How do we identify service delivery issues?<br />
    13. 13. Current Position<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Social Media in Queensland Government<br />Queensland Police<br />Leading the way!<br />‘The Queensland Police are world leaders now in the use of social media in disasters’<br />Queensland Information Commissioner, Julie Kinross in an interview with Madonna King on 612 ABC Brisbane (February 26, 2011)<br />
    14. 14. Current Position<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Social Media in Queensland Government<br /><ul><li>It is immediate and allowed Police Media to proactively push out large volumes of information to large numbers of people, ensuring no vacuum of official information
    15. 15. The QPS Facebook page became the trusted, authoritative hub for the dissemination of information and facts for the community and media
    16. 16. Large amounts of specific information could be directed straight to communities without them having to rely on mainstream media coverage to access relevant details
    17. 17. The QPS quickly killed rumour and misreporting before it became ‘fact’ in the mainstream media, mainly through the #mythbusterhastag in Twitter
    18. 18. It provides access to immediate feedback and information from the publicat scenes
    19. 19. The mainstream media embraced it and found it to be a valuable and immediate source of information
    20. 20. It provided situational awareness for QPS members in disaster affected locations who otherwise had no means of communication</li></ul>Disaster Management and Social Media – A case study<br />Source QPS<br />Benefits of Social Media in Disaster<br />
    21. 21. Current Position<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Social Media in Queensland Government<br /><ul><li>Police Media had high-level organisational support, including from the Commissioner and Deputy Commissioner
    22. 22. Social media had a champion in the Executive Director of the Media and Public Affairs branch, who championed its benefits from within the QPS Senior Executive and set the direction for the media and public affairs team
    23. 23. Police Media was fortunate enough to have the benefit of a seven month trial in which the team was able to become comfortable with its use and imbed it as part of its daily process prior to the disaster occurring
    24. 24. Through circumstances Police Media was able to quickly prove the worth of social media during two major disasters</li></ul>Disaster Management and Social Media – A case study<br />Source QPS<br />Why Did it work?<br />
    25. 25. Current Position<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Social Media in Queensland Government<br />Department of Employment, Economic Development and Innovation<br />DEEDI<br />DEEDI launched their first social media channel just over a year ago……<br />Originally launched to compliment the communication strategy around snapper restriction policy<br />
    26. 26. Current Position<br />DEEDI<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Social Media in Queensland Government<br /><ul><li> DEEDI have seen a continual growth in their community
    27. 27. An increase in participation and active users</li></li></ul><li>Current Position<br />Break into Groups<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Social Media in other Jurisdictions<br />Time to break into groups to talk about Social Media in your area. Citizen @ Centre.<br />
    28. 28. Current Position<br />Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />What are our Challenges<br />Getting buy-in<br /><ul><li> How do we get buy in from Leadership and Ministers?
    29. 29. How do we show ROI? Is it even relevant?</li></ul>How to communicate to Citizens<br /><ul><li> What is the best way to communicate to Citizens? Are we serious? Do we use Humour?
    30. 30. With so much content, what do we decide to respond to?</li></ul>Government Message Vs Customer Driven<br /><ul><li> How do we balance the need to publish information via Social Networks with the need to listen to Citizens?
    31. 31. This is a vehicle for customers to drive the agenda for service delivery. Can we respond?</li></ul>Challenges are numerous<br />
    32. 32. Your front door to Queensland Government 13 QGOV (13 74 68) www.qld.gov.au<br />Current Position<br />Thank You<br />@ACSSQ | @consultqld | @QGWeb<br />Contact Details<br />http://au.linkedin.com/in/aclark<br />Anthony.clark@smartservice.qld.gov.au<br />

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