Overview on how to gear Governments for Social Media

1. Organizational DevelopmentAn overview for Government iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

2. Agenda Creating a successful social media department Organization Structure Recruiting your team Start strategically iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

3. Learning Objectives Citizen engagement is an important element of government service delivery, and online tools may provide a unique opportunity to engage. It is important that our agencies not only focus on using tools because they exist; they need to think through how these tools can support deep engagement, and create conditions that allow citizens to participate in a meaningful and impactful way. Learn to build a social media team inside and outside state government

4. The Organization Model

5. STOP !!!! You cannot tweet and chat with your citizens without the involvement of specific departments (e.g. Police, Fire, Emergency Services,..) You cannot discuss topics in a forum without the involvement of your support teams You cannot have a citizen service dialog without the participation of your service delivery departments You cannot explore trends and demands without the inclusion of services procurement department

6. From a vertical to a horizontal structure PAST A small group maybe in communication focusing on social media Managing the social media places and spaces and engaging with the communities Posting blog posts, dealing with comments and taking care of the communities The rest of the government departments continue with business as usual Today The Social Media Service Team (ComStar™) Works as an internal service team supporting all relevant departments The whole of government develops a more connected approach organically This team may reside in communication or technology, but not necessarily

7. The Organization Model Moving away from the early “Social Media Team” that sits in communication and blogs and tweets The social media service team services and supports the various departments Various Departments as they gather information for future services generation or launching new services… The citizen service team with social techniques, customer data, social media site support… The communication team with events and other public relation initiatives, social media market data… The HR team with social media supported talent search techniques and inputs iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

8. Social Media Team Responsibility The social media teams may grow and have different objectives, tasks, responsibilities and support different departments Similar to Finance and IT, the Social Media Team will service all aspects of an organization’s ecosystem The core responsibilities include: Initial and ongoing assessment Managing the social media strategy Orchestrating internal and external resources around the demand of the ecosystem Managing and reporting progress and achievements

9. Social Media Services Manager Rough job description Initial social media audit / assessment Ongoing social media monitoring Acting community manager for the active citizen communities Train and guide service organization in online responses to citizen requests Train and guide departmental managers in leveraging the social web for service delivery requirements gathering Train and guide Communication and PR managers to conduct citizen analysis and service sentiment reports and collaborate with the rest of the departments to improve citizen engagement

10. Setting up an X-Team

11. The X-Team The X-Team is the initial group of people helping pull off a social media initiative Integrating representatives from the actual ecosystem (citizen) is a MUST External people means it goes Xrossdepartment boundaries hence X-Team

12. X-Team Responsibility Being part of the Social Media strategy early on – right when the decision is made to engage in social media Have the X-Team work on the strategy and take ownership The main tasks are Formulate a strategy Create an execution plan Help execute the strategy Become key advocates for the whole project

13. Start strategically

14. Some of the key methodologies Four Quadrant Assessment Methodology Citizen, Service, Partner, Competition Hexagon Strategy Framework Goals, Mission, Benefits, Action, Programs, Reporting NCP Model Network – Contribution – Participation Organization Model A Social Media Service Architecture Advocacy Driven Engagement Model Advocacy is the currency for citizen satisfaction and department success

15. Questions & Answers