How do you build social media into a government organisation? Can you change the perception that it's just a fad? How do you write a social media policy for government?

1. Beyond Facebook
starting social media in
high risk organisations
Bryony Cole - Yammer
Innovation Week, DAFF
May 2011

3. Social media.
Flavour of the month?

4. Social media is like teen sex,
Everyone wants to do it.
No one actually knows how.
When finally done, there is surprise
it's not better.
-­‐Avinash
Kau,
Google.
2009

5. Don’t bite off more than
you can chew.

6. More than a campaign,
it’s a long-term commitment.

7. Look inside first.

8. 85% digital dinosaurs
15% digital natives

9. What’s a tweet?
Seems like a
waste of time to me!

10. How do we expect to be Gov 2.0
if our workforce aren’t ready?

11. Train Educate Participate

12. This is nothing new.

13. 75% digital natives
25% digital immigrants

14. Both go back to basics.

15. What is Yammer?
Friends & family Colleagues at work

16. Yammer is the perfect training
gym for government
1. Available 24/7
2. It’s a private network
3. Immediately applicable
4. Scalable and not
resource intensive
5. Used by other
governments, locally &
globally

17. It was immediately useful
Customised project & team
groups
Continuing the conversation from
offline workshops & events

18. Visible success cases started
appearing

19. Yammer was solving problems.
Better than before.

20. Yammer was helping people
Be better at
their jobs.

21. This helped change senior leaders
perceptions of social media

22. It also helped us identify talent
hidden all over the organisation

23. Becoming super-connected
Between departments, hierarchies and regions

24. Train
Training people is critical
1. Change perceptions
2. Identify talent
3. Educate senior leaders

25. Now everyone’s
excited about
social media!

26. We want to encourage employee participation

27. But we have to be careful

28. Educate
Protect with a policy.
@darrenwhitelaw

29. How to create a
social media policy
for government?
Look to Simple &
Involve
best open
everyone
practice

30. 1. Look around you
Look to
best
practice

31. 2. Consult stakeholders
Have your say!
What do you think of
the Social Media
Policy?

32. 3. Make it simple
Everyday language
Emphasize what staff can do
Constantly review

34. Educate
Educating employees is essential
1. Set parameters with a policy
2. Empower staff to use it well
3. Protect organisation & minimise risk

35. Participate
Now, go outside & play!

36. Share what works.
…online & offline

37. Invite “the outside” in.
How are other organisations responding to the 2.0?

38. e Participate
Stop hatin’, start participating.
1. Move beyond “buzzwords”
2. Share your wins (and your mistakes)
3. What’s working well outside gov?
How can we apply this to our context?

39. And keep going back
to the
drawing board.

40. Questions?
@bryonycole
Bryony[at]yammer-inc.com
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