Presentation to govcomms.com.au conference on social media

1. Social Media: Future Trends LGPRA Conference, April 2011 Fergal Coleman Twitter @symphony3think www.symphony3.com/GovComms www.symphony3.com

2. Let’s focus on current trends!

3. Introduction The changing world What are the underlying technology changes How communications people should view social media How to approach it strategically Examples

4. Revolution or Revolutions? “Every generation needs a new revolution.” Thomas Jefferson We are witnessing multiple revolutions right now… “Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviours “ Prof. Clay Shirky author “Here Comes Everybody”

5. Worldwide Society is Changing In four years to 2010, newspaper ad revenue dropped by 44.24% Revolution is Everywhere 1 out of 8 couples married in 2009 the US met online Manufacturing to China, Services to India, Philippines, Eastern Europe, etc

6. Local Government is Changing “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.

7. What is Social Media (and Web 2.0) Social media is based on the integrations/conversations between different people online and for organisations to become part of this they need to move from a monologue to a dialogue Technology is merely the conduit for people to: Create Connect Collaborate React Organise

8. So Why Now? The Perfect Storm A 2009 report by Booz Allen concludes that government agencies moving to public or private clouds can save from 50 to 67 % on IT. In December 2010 there were 9,361,520 Australians actively using Facebook. The average session time for a user visiting Facebook was 28 minutes and 58 seconds. 366 million people (31 per cent of the population) in India had access to improved sanitation In 2008. 545 million cell phones are now connected to service in India's emerging economy. . UN Report

9. Changing Behaviours!

10. Why Engage? The pay back comes quickly “Companies using the web intensively gain greater market shares and higher margins” - “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

11. Opportunity: Be become a local government leader

12. Revolutions can be scary! Overcome the fear, Social Media is here to stay!

13. No wonder it’s daunting!

14. 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

15. The Social Technographics Ladder Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. Inactives neither create nor consume social content of any kind

18. 7 people = 350,000,000 Picked seven bloggers to attend a top secret “Midnight Webcast” They told tens of thousands of fans Mainstream media listened and reported Estimated 350 million people heard the news within 24 hours Is this the future? 2008 Who are the influencers in your community?

19. 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

20. What are others doing? Examples

21. Examples - Australia Kate Lundy named a winner of the International Top 10 People Changing the World of Internet and Politics at the 11th World eDemocracy Forum http://vimeo.com/4470529

22. Examples: Australia http://queenslandfloods.crowdmap.com/ http://vimeo.com/4470529

23. Case Study: Kingston City Council

24. 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

25. 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 25 Data and Information

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

29. Better information sharing

30. No email trail with multiple document versions

31. Less paper

33. Parameters on what can be said about the organisation

35. Direct line of communication to the CEO for employees

36. Parameters on what can be said about the organisation

38. Community feedback and engagement

40. Mobile communication

42. Reduced travel time

43. More productivity

44. Empowerment of elderly

45. Time saving

47. Next Step: www.Communityeffect.net Community Fully Engaged and Participating

48. Coming soon or in prototype… LinkedIN Mayoral Blog YouTube/Video Twitter Department specific - strategies Training, awareness and more training!

49. Outcomes Early days but… More timely information to residents More engaged residents More engaged employees Improved cross-departmental communication Reduced travel costs More productive employees

50. How does your strategy stack up? Take a few minutes today to complete the 20 questions on the checklist provided. This will provide you with an understanding of where the current strengths and weaknesses of your strategy are. Also available at www.symphony3.com/govcomms

51. Conclusion Social Media is….. Strategic use of Facebook and Twitter and a whole lot more A technology-enabled conversation with the whole community An enabler: It will allow you to reach your community much more effectively Its here to stay you need to Embrace it strategically Integrate it into your day to day operations Get Engaged!

52. Your thoughts or questions?? What are your experiences? Questions? www.symphony3.com/GovComms Facebook.com/symphony3 Twitter @symphony3think