DCC Gordon Scobbie Tayside Police Scotland

TAYSIDE POLICETAYSIDE POLICEMaking a Difference

Police Leadership 2011 Conference/Seminar

Westin Bayshore Vancouver

10th – 13th April 2011

DIGITAL IS THE NEW NORMAL……

DCC GORDON SCOBBIE

TAYSIDE POLICE

FACTS ON SOCIAL MEDIA GROWTH

■ Social Media is growing Rapidly■ 30 Million Registered users of Facebook in

the UK■ Over 600 million users worldwide■ Up to 400, 000 people sign up to the micro

blogging site Twitter every day■ Now over 5 Billion mobile phones in the

What Do we Know about Media users?

■ They post content online

■ Display Their likes and Dislikes

■ Like to take pictures and record Videos

■ Can make it go viral

Susan Boyle going Viral with over 60 million views

And when they see something they don’t like

And when they witness something – photo from 7/7 Bombing

Photo posted on Twitter following the Hudson River Plan Crash

Use Social Media to say they don’t feel safe – Bognor Regis Facebook Site – Make our streets safe again

To Organise Protests http://www.ukuncut.org.uk

And to respond while at a demonstration

http://twitter.com/sukeySMS

How have the Police responded?

The Police Everybody ElseThe Police Everybody Else

Social Media Requires Bravery

Safe street.info

Shouting out via Social Media

Exploiting the benefits

Listening

Support and Guidance

Exploiting the benefitsPC Ed Rogerson (@hotelalpha9)

ENGAGE: DIGITAL AND SOCIAL MEDIA ENGAGEMENT

West Midlands Police –Blogging for engagement

I am the neighbourhoodpolicing Inspector for theSolihull sector of WestMidlands Police. Engagementwith our communities isvital and we have to exploredifferent methods to reachand communicate withour community.

I write a weekly police blog that can found at http://philradbourne.wordpress.com. The blog provides an update as to the activity of my neighbourhood teams and myself over that 7 day period. I provide the community with updates on their local policing priorities and use it to circulate good news stories that will aid in building confidence with our residents, community and transient community. Recently I used YouTube footage on my blog to try and identify an offender breaking into vehicles in my policing area.

Inspector Phil RadbourneNeighbourhood Policing InspectorWest Midlands Policehttp://philradbourne.wordpress.com

ENGAGE: DIGITAL AND SOCIAL MEDIA ENGAGEMENT

David Bailey

One of the impacts of increased use of the internet is that in many neighbourhoods new media is becoming as popular as and even replacing traditional media. An example of this is where locality based websites are taking up the community needs of local newspapers. The following example shows how Staffordshire used a range of media tools, including working in partnership with a local website, when policing a public order situation. Staffordshire Police –

Working with local websitesAs the divisionalcommunications manager inStoke-on-Trent I use numerouscommunication channelsto engage and inform localcommunities. It is importantto use the most appropriateselection of channels for eachissue.

Over the past 12 monthswe have been working withwww.pitsnpots.co.uk which is a local blog/news website. This site is not linked to traditional media organisations. The siteis generally treated as ‘normalmedia’ giving them accessto all press releases, regularupdates on police actionon community issues andinterviews arranged.

Website Interaction

ENGAGE: DIGITAL AND SOCIAL MEDIA ENGAGEMENTDigitally enabled meetingsDigital engagement includesusing technology in a widercontext than social mediasites. New technology createsthe opportunities to extendthe reach of the traditionalmeeting so that peoplewho could not ordinarilyaccess meetings, because ofcommitments, disabilities orlocality, have the opportunityto participate and followproceedings. The key to thisprocess is that one form ofengagement does not replaceanother but that wideropportunities to participateare integrated withinengagement processes.

North Yorkshire Police –Virtual meetings on-line

As Safer NeighbourhoodsCommander for WhitbyDistrict, I had recently writtenin my monthly column forthe Whitby Gazette that I’dbeen to two public meetingsto address a total of 13people. To me this was not arepresentative sample of thepeople living in my area. I wasreally keen to engage with thecommunities of Whitby andthe surrounding rural areas.Some people don’t like theformal setting of a public

meeting or may not, becauseof time constraints or otherreasons be able to makeit out to them. The VirtualCommunity and PoliceMeeting (VCAP) gives anopportunity to those peopleto interact with their localpolice staff and raise issueswhich are affecting theirneighbourhoods. I wantedit to reflect the workings ofthe face to face meetings sothe agenda was an open oneand people were free to askanything they wished. If Icouldn’t answer a question Iundertook to respond to theindividual’s email address.

Dave Barf

Kevin Hoy

Greater Manchester Police –Social Media monitoringThe growth in social media hasseen a massive shift in howpolice forces communicateand engage with the public.Greater Manchester,Merseyside and Cheshire Policehave been working togetherto understand and respondto the needs of their evolvingcommunities, utilising socialmedia monitoring.In support of this wecollectively began to lookat the monitoring toolscurrently available on themarket. These tools havebeen designed to trackonline conversations,identify emerging issuesand monitor the online

In addition to engagingwith communities throughdigital technology, somepolice forces are nowusing online monitoringto track and follow webbased conversations.

communities mostinfluential to the police.These tools continue to helpus to understand the policingissues that people are talkingabout online and how wecan best engage with thesecommunities to impact uponconfidence in the police.I spoke to a number of differentsocial media agencies abouttheir solutions and would behappy to share my researchand knowledge.

GMP 24 HOUR 999 TWEETS

My Police - Slide

TAYSIDE POLICETAYSIDE POLICE Making a Difference

Protest in Dudley today, come and support #EDL

RT Protest in Dudley today, come and support #EDL

Muslims with knives rioting in Dudley #EDL

RT 100s Muslims with knives rioting in Dudley – get here! #EDL

There are no Muslims rioting in Dudley – all quiet #EDL

RT police say There are no Muslims rioting in Dudley – all quiet #EDL

#EDL supporter stabbed by Muslim in Dudley

RT #EDL supporter stabbed by Muslim in Dudley – come and support us

#EDL no one stabbed, this is misinformation. Follow for accurate facts

#EDL misinformation being spread by EDL – listen to police tweets

#EDL police say no one has been stabbed- EDL lying

#EDL police allowing muslims to attack whites in Dudley

#EDL no one has been attacked in Dudley

#EDL don’t react to EDL lies – police say no one been attacked#EDL thank you police for accurate tweets

CHALLENGES FACING THE POLICE SERVICE

■ KEEPING UP

■ JOINING UP

■ LEADING

Keeping up The Most Important thing to remember

about the virtual world is that it is actually very real

Virtual Communities are real

■ New communication media means that new social Phenomena are going to arise that differ in significant ways from everything we’ve known. We are going to have to get used to the idea that the word “COMMUNITY” is going to have to stretch to include groups of people who communicate socially and work together cooperatively and never meet in the real world.

■ Howard Rheingold, The Virtual Community; Homesteading on the Virtual Frontier

http://www.rheingold.com/vc/book/■ And that was 10 years ago

Joining up

Hyperlocal Communities Today Virtual Communities are likely to gather together people who

live on the same street and those that live thousands of miles apart

Hyperlocal communities connect people separated by time and not necessarily space

Three Useful references: ■ Networked Neighbourhoods:

http://networkedneighbourhoods.com ■ Talk about Local: http://talkaboutlocal.org.uk ■ Podnosh: http://podnosh.com

Buckshaw Village Forum■ 23 Threads

■ 154 posts

■Thousands of views

http://www.buckshawvillage.com/forumdisplay.php?52-PACT-(Police-and-Communities-Together)-Meetings

People are talking ………..

....they’re just not talking to you

Digital engagement is about working with your communities in these new spaces

Effective listening is the easiest way to get started

Leading

■ Some risks are dealt with easily ▪Lack of Knowledge = > training ▪Legal or process confusion = > NPIA has done this as well!

■ And others need you to make some changes ▪Create a business case – at least for experimentation ▪Decide where social media sits within the organisation ▪Make sure you have a process for experiential learning

Then there is the real tricky stuff■ Make sure you have senior support: This process needs leadership

■ Think about co-production – how you involve the public in your actual decision making – which is what good engagement is really about (identify, act, feedback is one interpretation of this)

■ Start making the culture changes that you need: ▪ OPENNESS ▪ TRANSPARENCY ▪ COLLABORATION ▪ COOPERATION

■ How do you operate in a way which is effective in this new environment?

But it’s really not all doom

■ There are more opportunities than risks

■ You can do it cost effectively

■ And it’s a world where people will tolerate experimentation and help you

■ If you get this right then you can create a fantastic resource and enrich your engagement with the public

We already know that community engagement is a big contributor to increases in confidence – good use of social media is about trust and authenticity which builds on this

Why?■ To build reputation

■ To extend your reach into new groups of people

■ To improve your visibility with your community

■ To create relationships – better engagement builds more confidence. Social media participants come to the space expecting to participate

Patrice Cloutier - Integration of Social Media into Policing

• NO SM Don’t have time/resource : Is a Fad

• LIMITED USE OF SM 1ST Step Acceptance Move with audience One way communication (Twitter)

• INTERACTIVE USE OF SM: More than 1 SM platform Understand value of SM monitoring and who are key influences

CONVERSATIONAL USE OF SM ▪ Listen, Learn & Engage ▪ Actively engage with key stakeholders ▪ Enhancing reputation and public confidence

OPERATIONAL USE OF SM ▪ ‘Social Convergence’ ▪ Mobile device/tech + SM = empowered citizens + volunteers ▪ Be aware of data generated by public ▪ Mobilise public – improved understanding of what is going on

INTEGRATED USE OF SM ▪ Outside data validated ▪ Work with volunteers and train them ▪ Part of our whole data gathering to set strategies

Strategic Session for Police Leaders

Google HQ – London

HAMISH NICKLIN – GOOGLE

■ The ‘end of digital’ – Minority Report

■ Google Strategy – ‘mobile first’

■ Police – ‘Digital First’

GOOGLE – 4 TRENDS

• SOCIAL Internet geared towards social sharing

• MOBILE Huge growth in smart phones 14 million people in UK surf net using mobile per

• VIDEO 33% of all internet traffic now will rise to 90% soon

• CONVERGENCE online world is now so connected to real that it is hard to separate

So What?• INSIGHT What are people thinking, doing, saying in my area?

• CONSULTATION Channel for testing and experimenting Constant ‘beta’ mode-

• DEMOCRATISATION Collaborate outside the organisation Expertise not always within

• COMMUNICATION Real time + Powerful

• RISK Attitude must change

Nick Jones – Central Office of Information

• RISE OF 1 YEAR PLAN Strategic Leadership more fast moving

• TEST ▪ Create ▪ Connect How can SM help with this? ▪ Share

• CROWDSOURCING But must be specific

• LEADERSHIP Presumed competence

• GOVERNMENT AT THE EDGE Can be disruptive!

GOOGLE EVENT – ACTIONS

■ Paper to ACPO Cabinet

■ ACPO to articulate a clear policy position

■ ACPO to actively support Police use of digital and SM

■ DCC Scobbie to produce work plan

■ Targeted support for Police Leaders:- - inputs at ACPO conference and Council training days - inputs at Leadership Training - Force + Business area specific events

4 Themes : 7 Areas

1. ACCESS ▪ Engagement

2. INTERVENTIONS ▪ Investigation of crimes ▪ Incident Management (Public Order) ▪ Emergency Management to coordinate ▪ Online Protection

• ANSWERS ▪ Knowledge management and skills ▪ Shared Data

4. INFLUENCE ▪ Co-production

3 Points for Leaders

■ Think Wide

■ Let go

■ Unleash Capacity

DCC Gordon Scobbie Tayside Police Scotland

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