Gov2.0 and Social Media at the City of Kingston

www.symphony3.com

Gov2.0 and Social Media: Lessons from the City of Kingston

GBEN, August 2011

Fergal ColemanTwitter @symphony3think

www.symphony3.com/GBen

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

1. People Creating – Blogs, (blogosphere) user generated content, Podcasts, Youtube, Slideshare.net, Docstoc.

2. People Connecting – Facebook, Linkedin, Twitter, Myspace, Bebo, Orkut, hi5, Secondlife, Foursquare.

3. People Collaborating – Wikis (wikipedia), Intelpedia (internal use), Bearing Point (Mike2.0), Salesforce chatter, Centraldesktop, Sharepoint.

4. People Reacting – Forums, discussion boards, ratings, reviews.

5. People Organising – tags, Digg, De.licio.us. 6. 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

People Needs

11

How We do It

Financial Sustainability

Building Blocks

Social Media Framework Logical Boxes

Make (Services delivered)

Why We ExistMission Vision Core Values

Lower Costs More Efficient Processes Improved Customer Service – more support at no additional cost

People (internal)

LeadershipCulture

Skills +Training

Standards &Policies

Social Media PolicyResponse Guide

Risk Mgmt

Technology (Tools)

Finance (Budget)

Data and Information

Who are you Serving? Where are they?

Residents Local Businesses

What Drives them to Engage with you?

Supporting Activities

CommunicateListening

Talking (Informing)

Supporting

Energising/engaging

Residents Local Business

Strategic Goals

Employees Employees

Workshop: Vision, People, Objectives, Ideas,

Strategy, Action Plan(Review after 12 months)

8 Week Cycle3 Groups

Research, Meetings, WorkshopsBusiness Case

Present

8 Week Cycle8 Week Cycle

8 Week Cycle

Roadmap

Y/N

Y/N

Ideas (Prioritised)

Working Group (cross-

dept)

Y/N

Y/N

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

Commitment and Leadership Steering

Group

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…

Mayoral Blog

Twitter

YouTube/Video

Department specific - strategies

Training, awareness and more training!

LinkedIN QR codes

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!