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DCC Gordon Scobbie Tayside Police Scotland

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DCC Gordon Scobbie Tayside Police Scotland

  1. 1. Police Leadership 2011 Conference/Seminar Westin Bayshore Vancouver 10 th – 13 th April 2011
  3. 3. <ul><li>FACTS ON SOCIAL MEDIA GROWTH </li></ul><ul><li>■ Social Media is growing Rapidly </li></ul><ul><li>■ 30 Million Registered users of Facebook in the UK </li></ul><ul><li>■ Over 600 million users worldwide </li></ul><ul><li>■ Up to 400, 000 people sign up to the micro blogging site Twitter every day </li></ul><ul><li>■ Now over 5 Billion mobile phones in the world </li></ul>
  4. 4. <ul><li>What Do we Know about Media users? </li></ul><ul><li>■ They post content online </li></ul><ul><li>■ Display Their likes and Dislikes </li></ul><ul><li>■ Like to take pictures and record Videos </li></ul><ul><li>■ Can make it go viral </li></ul>
  5. 5. Susan Boyle going Viral with over 60 million views
  6. 6. And when they see something they don’t like
  7. 7. And when they witness something – photo from 7/7 Bombing
  8. 8. Photo posted on Twitter following the Hudson River Plan Crash
  9. 9. <ul><li>Use Social Media to say they don’t feel safe – Bognor Regis Facebook Site – Make our streets safe again </li></ul>
  10. 10. <ul><li>To Organise Protests http :// </li></ul>And to respond while at a demonstration
  11. 11. <ul><li>How have the Police responded? </li></ul>
  12. 12. The Police Everybody Else The Police Everybody Else
  13. 13. Social Media Requires Bravery
  14. 14. Safe Shouting out via Social Media
  15. 15. Exploiting the benefits Listening
  16. 16. Support and Guidance
  17. 17. Exploiting the benefits PC Ed Rogerson (@hotelalpha9)
  18. 18. ENGAGE: DIGITAL AND SOCIAL MEDIA ENGAGEMENT West Midlands Police – Blogging for engagement I am the neighbourhood policing Inspector for the Solihull sector of West Midlands Police. Engagement with our communities is vital and we have to explore different methods to reach and communicate with our community. I write a weekly police blog that can found at 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 Radbourne Neighbourhood Policing Inspector West Midlands Police
  19. 19. 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 websites As the divisional communications manager in Stoke-on-Trent I use numerous communication channels to engage and inform local communities. It is important to use the most appropriate selection of channels for each issue. Over the past 12 months we have been working with which is a local blog/news website. This site is not linked to traditional media organisations. The site is generally treated as ‘normal media’ giving them access to all press releases, regular updates on police action on community issues and interviews arranged. Website Interaction
  20. 20. ENGAGE: DIGITAL AND SOCIAL MEDIA ENGAGEMENT Digitally enabled meetings Digital engagement includes using technology in a wider context than social media sites. New technology creates the opportunities to extend the reach of the traditional meeting so that people who could not ordinarily access meetings, because of commitments, disabilities or locality, have the opportunity to participate and follow proceedings. The key to this process is that one form of engagement does not replace another but that wider opportunities to participate are integrated within engagement processes. North Yorkshire Police – Virtual meetings on-line As Safer Neighbourhoods Commander for Whitby District, I had recently written in my monthly column for the Whitby Gazette that I’d been to two public meetings to address a total of 13 people. To me this was not a representative sample of the people living in my area. I was really keen to engage with the communities of Whitby and the surrounding rural areas. Some people don’t like the formal setting of a public meeting or may not, because of time constraints or other reasons be able to make it out to them. The Virtual Community and Police Meeting (VCAP) gives an opportunity to those people to interact with their local police staff and raise issues which are affecting their neighbourhoods. I wanted it to reflect the workings of the face to face meetings so the agenda was an open one and people were free to ask anything they wished. If I couldn’t answer a question I undertook to respond to the individual’s email address. Dave Barf
  21. 21. Kevin Hoy Greater Manchester Police – Social Media monitoring The growth in social media has seen a massive shift in how police forces communicate and engage with the public. Greater Manchester, Merseyside and Cheshire Police have been working together to understand and respond to the needs of their evolving communities, utilising social media monitoring. In support of this we collectively began to look at the monitoring tools currently available on the market. These tools have been designed to track online conversations, identify emerging issues and monitor the online In addition to engaging with communities through digital technology, some police forces are now using online monitoring to track and follow web based conversations. communities most influential to the police. These tools continue to help us to understand the policing issues that people are talking about online and how we can best engage with these communities to impact upon confidence in the police. I spoke to a number of different social media agencies about their solutions and would be happy to share my research and knowledge. GMP 24 HOUR 999 TWEETS
  22. 22. My Police - Slide
  23. 23. 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
  25. 25. <ul><li>Keeping up </li></ul><ul><li>The Most Important thing to remember about the virtual world is that it is actually very real </li></ul>
  26. 26. <ul><li>Virtual Communities are real </li></ul><ul><li>■ 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. </li></ul><ul><li>■ Howard Rheingold, The Virtual Community; Homesteading on the Virtual Frontier </li></ul><ul><li> </li></ul><ul><li>■ And that was 10 years ago </li></ul>
  27. 27. <ul><li>Joining up </li></ul><ul><li>Hyperlocal Communities </li></ul><ul><li>Today Virtual Communities are likely to gather together people who live on the same street and those that live thousands of miles apart </li></ul><ul><li>Hyperlocal communities connect people separated by time and not necessarily space </li></ul><ul><li>Three Useful references: </li></ul><ul><li>■ Networked Neighbourhoods : </li></ul><ul><li>■ Talk about Local: </li></ul><ul><li>■ Podnosh : </li></ul>
  28. 28. <ul><li>Buckshaw Village Forum </li></ul><ul><li>■ 23 Threads </li></ul><ul><li>■ 154 posts </li></ul><ul><li>■ Thousands of views </li></ul><ul><li> </li></ul>
  29. 29. <ul><ul><ul><ul><ul><li>People are talking ……….. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>....they’re just not talking to you </li></ul></ul></ul></ul></ul>
  30. 31. <ul><li>Digital engagement is about working with your communities in these new spaces </li></ul><ul><li>Effective listening is the easiest way to get started </li></ul>
  31. 32. <ul><li>Leading </li></ul><ul><li>■ Some risks are dealt with easily </li></ul><ul><li>▪ Lack of Knowledge = > training </li></ul><ul><li>▪ Legal or process confusion = > NPIA has done </li></ul><ul><li>this as well! </li></ul><ul><li>■ And others need you to make some changes </li></ul><ul><li>▪ Create a business case – at least for experimentation </li></ul><ul><li>▪ Decide where social media sits within the organisation </li></ul><ul><li>▪ Make sure you have a process for experiential learning </li></ul>
  32. 33. <ul><li>Then there is the real tricky stuff </li></ul><ul><li>■ Make sure you have senior support: This process needs leadership </li></ul><ul><li>■ 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) </li></ul><ul><li>■ Start making the culture changes that you need: </li></ul><ul><li>▪ OPENNESS </li></ul><ul><li>▪ TRANSPARENCY </li></ul><ul><li>▪ COLLABORATION </li></ul><ul><li>▪ COOPERATION </li></ul><ul><li>■ How do you operate in a way which is effective in this new </li></ul><ul><li>environment? </li></ul>
  33. 34. <ul><li>But it’s really not all doom </li></ul><ul><li>■ There are more opportunities than risks </li></ul><ul><li>■ You can do it cost effectively </li></ul><ul><li>■ And it’s a world where people will tolerate experimentation and help you </li></ul><ul><li>■ If you get this right then you can create a fantastic resource and enrich your engagement with the public </li></ul><ul><li>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 </li></ul>
  34. 35. <ul><li>Why? </li></ul><ul><li>■ To build reputation </li></ul><ul><li>■ To extend your reach into new groups of people </li></ul><ul><li>■ To improve your visibility with your community </li></ul><ul><li>■ To create relationships – better engagement builds more confidence. Social media participants come to the space expecting to participate </li></ul>
  35. 36. <ul><li>Patrice Cloutier - Integration of Social Media into Policing </li></ul><ul><li>NO SM Don’t have time/resource : Is a Fad </li></ul><ul><li>LIMITED USE OF SM 1 ST Step </li></ul><ul><li>Acceptance </li></ul><ul><li>Move with audience </li></ul><ul><li>One way communication (Twitter) </li></ul><ul><li>INTERACTIVE USE OF SM : More than 1 SM platform </li></ul><ul><li>Understand value of SM monitoring </li></ul><ul><li>and who are key influences </li></ul>
  36. 37. <ul><li>CONVERSATIONAL USE OF SM </li></ul><ul><li>▪ Listen, Learn & Engage </li></ul><ul><li>▪ Actively engage with key stakeholders </li></ul><ul><li>▪ Enhancing reputation and public confidence </li></ul><ul><li>OPERATIONAL USE OF SM </li></ul><ul><li>▪ ‘ Social Convergence’ </li></ul><ul><li>▪ Mobile device/tech + SM = empowered citizens + volunteers </li></ul><ul><li>▪ Be aware of data generated by public </li></ul><ul><li>▪ Mobilise public – improved understanding of what is going on </li></ul><ul><li>INTEGRATED USE OF SM </li></ul><ul><li>▪ Outside data validated </li></ul><ul><li>▪ Work with volunteers and train them </li></ul><ul><li>▪ Part of our whole data gathering to set strategies </li></ul>
  37. 38. <ul><li>Strategic Session for Police Leaders </li></ul><ul><li>Google HQ – London </li></ul><ul><li>HAMISH NICKLIN – GOOGLE </li></ul><ul><li>■ The ‘end of digital’ – Minority Report </li></ul><ul><li>■ Google Strategy – ‘mobile first’ </li></ul><ul><li>■ Police – ‘Digital First ’ </li></ul>
  38. 39. <ul><li>GOOGLE – 4 TRENDS </li></ul><ul><li>SOCIAL Internet geared towards social sharing </li></ul><ul><li>MOBILE Huge growth in smart phones </li></ul><ul><li> 14 million people in UK surf net using mobile per </li></ul><ul><li> day </li></ul><ul><li>VIDEO 33% of all internet traffic now </li></ul><ul><li> will rise to 90% soon </li></ul><ul><li>CONVERGENCE online world is now so connected to real </li></ul><ul><li>that it is hard to separate </li></ul>
  39. 40. <ul><li>So What? </li></ul><ul><li>INSIGHT What are people thinking, doing, saying in my </li></ul><ul><li>area? </li></ul><ul><li>CONSULTATION Channel for testing and experimenting </li></ul><ul><li>Constant ‘beta’ mode- </li></ul><ul><li>DEMOCRATISATION Collaborate outside the organisation </li></ul><ul><li> Expertise not always within </li></ul><ul><li>COMMUNICATION Real time + Powerful </li></ul><ul><li>RISK Attitude must change </li></ul>
  40. 41. <ul><li>Nick Jones – Central Office of Information </li></ul><ul><li>RISE OF 1 YEAR PLAN Strategic Leadership more fast moving </li></ul><ul><li>TEST ▪ Create </li></ul><ul><li>▪ Connect How can SM help with this? </li></ul><ul><li>▪ Share </li></ul><ul><li>CROWDSOURCING But must be specific </li></ul><ul><li>LEADERSHIP Presumed competence </li></ul><ul><li>GOVERNMENT AT THE EDGE Can be disruptive! </li></ul><ul><li> </li></ul>
  41. 42. <ul><li>GOOGLE EVENT – ACTIONS </li></ul><ul><li>■ Paper to ACPO Cabinet </li></ul><ul><li>■ ACPO to articulate a clear policy position </li></ul><ul><li>■ ACPO to actively support Police use of digital and SM </li></ul><ul><li>■ DCC Scobbie to produce work plan </li></ul><ul><li>■ Targeted support for Police Leaders:- </li></ul><ul><li>- inputs at ACPO conference and Council training days </li></ul><ul><li>- inputs at Leadership Training </li></ul><ul><li>- Force + Business area specific events </li></ul>
  42. 43. <ul><li>4 Themes : 7 Areas </li></ul><ul><li>ACCESS ▪ Engagement </li></ul><ul><li>INTERVENTIONS ▪ Investigation of crimes </li></ul><ul><li>▪ Incident Management (Public Order) </li></ul><ul><li>▪ Emergency Management to coordinate </li></ul><ul><li>▪ Online Protection </li></ul><ul><li>ANSWERS ▪ Knowledge management and skills </li></ul><ul><li>▪ Shared Data </li></ul><ul><li>4. INFLUENCE ▪ Co-production </li></ul>
  43. 44. <ul><li>3 Points for Leaders </li></ul><ul><li>■ Think Wide </li></ul><ul><li>■ Let go </li></ul><ul><li>■ Unleash Capacity </li></ul>