Organizational DevelopmentAn overview for Government

iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

Agenda

Creating a successful social media department

Organization Structure

Recruiting your team

Start strategically

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

The Organization Model

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

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 communitiesPosting blog posts, dealing with comments and taking care of the communitiesThe 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 departmentsThe whole of government develops a more connected approach organicallyThis team may reside in communication or technology, but not necessarily

iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

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

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 assessmentManaging the social media strategyOrchestrating internal and external resources around the demand of the ecosystemManaging and reporting progress and achievements

Social Media Services Manager

Rough job descriptionInitial social media audit / assessmentOngoing social media monitoringActing community manager for the active citizen communitiesTrain and guide service organization in online responses to citizen requestsTrain and guide departmental managers in leveraging the social web for service delivery requirements gatheringTrain 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

Setting up an X-Team

The X-Team

The X-Team is the initial group of people helping pull off a social media initiativeIntegrating representatives from the actual ecosystem (citizen) is a MUSTExternal people means it goes Xross department boundaries hence X-Team

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

Start strategically

Some of the key methodologies

Four Quadrant Assessment MethodologyCitizen, Service, Partner, Competition

Hexagon Strategy FrameworkGoals, Mission, Benefits, Action, Programs, Reporting

NCP ModelNetwork – Contribution – Participation

Organization ModelA Social Media Service Architecture

Advocacy Driven Engagement ModelAdvocacy is the currency for citizen satisfaction and department success

Questions & Answers