dcc gordon scobbie tayside police scotland
TRANSCRIPT
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Police Leadership 2011 Conference/Seminar
Westin Bayshore Vancouver
10th – 13th April 2011
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
DIGITAL IS THE NEW NORMAL……
DCC GORDON SCOBBIE
TAYSIDE POLICE
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
world
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Susan Boyle going Viral with over 60 million views
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
And when they see something they don’t like
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
And when they witness something – photo from 7/7 Bombing
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Photo posted on Twitter following the Hudson River Plan Crash
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Use Social Media to say they don’t feel safe – Bognor Regis Facebook Site – Make our streets safe again
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
To Organise Protests http://www.ukuncut.org.uk
And to respond while at a demonstration
http://twitter.com/sukeySMS
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
How have the Police responded?
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
The Police Everybody ElseThe Police Everybody Else
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Social Media Requires Bravery
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Safe street.info
Shouting out via Social Media
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Exploiting the benefits
Listening
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Support and Guidance
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Exploiting the benefitsPC Ed Rogerson (@hotelalpha9)
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
CHALLENGES FACING THE POLICE SERVICE
■ KEEPING UP
■ JOINING UP
■ LEADING
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Keeping up The Most Important thing to remember
about the virtual world is that it is actually very real
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Buckshaw Village Forum■ 23 Threads
■ 154 posts
■Thousands of views
http://www.buckshawvillage.com/forumdisplay.php?52-PACT-(Police-and-Communities-Together)-Meetings
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
People are talking ………..
....they’re just not talking to you
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Digital engagement is about working with your communities in these new spaces
Effective listening is the easiest way to get started
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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?
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
Strategic Session for Police Leaders
Google HQ – London
HAMISH NICKLIN – GOOGLE
■ The ‘end of digital’ – Minority Report
■ Google Strategy – ‘mobile first’
■ Police – ‘Digital First’
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
day
• 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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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!
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
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
TAYSIDE POLICETAYSIDE POLICEMaking a Difference
3 Points for Leaders
■ Think Wide
■ Let go
■ Unleash Capacity