For Kokoda Foundation - Social media in australian government


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Presentation on Australian government use of social media given to the Kokoda Foundation's Young Strategic Leaders Congress in November 2011.

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For Kokoda Foundation - Social media in australian government

  1. 1. Social media use by government Craig Thomler 19 November 2011
  2. 2. Australia’s internet use Source: Sensis Social Media Report May 2011
  3. 3. Australia’s internet use Source: Sensis Social Media Report May 2011
  4. 4. Australia’s social media use Source: Sensis Social Media Report May 2011
  5. 5. Social media channels used Source: Sensis Social Media Report May 2011
  6. 6. Level of social media usage Source: Sensis Social Media Report May 2011
  7. 7. Australians and social media Nielsen's Social Media Report for Q3 2011 stated that Australians spent 7 hours and 17 minutes per month visiting social networks and blogs. Melanie Ingrey, Research Director for Nielsen’s online business said in 2010: “Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands” [over official sources] Source: Nielsen - 2010-11
  8. 8. What about Australian governments?
  9. 9. Use across Aus. government <ul><li>Over 275 online consultations in last two years </li></ul><ul><li>Over 380 Departmental Twitter accounts </li></ul><ul><li>Over 80 agency mobile apps </li></ul><ul><li>Over 70 agency blogs (all levels of government) </li></ul><ul><li>Over 45 Facebook pages </li></ul><ul><li>Over 40 agency YouTube channels </li></ul><ul><li>At least 5 data competitions </li></ul><ul><li>At least 100 Federal politicians using Twitter </li></ul>
  10. 10. Growth in Twitter use
  11. 11. How Twitter is used
  12. 12. Guidance from government <ul><li>Gov 2.0 Taskforce Final Report </li></ul><ul><li>Report largely accepted by the Australian Government in their response </li></ul><ul><li>APSC Circular 2009/6 : Protocols for online media participation (now integrated into the APSC code of conduct in practice) </li></ul><ul><li>Open Government Declaration </li></ul><ul><li>Government 2.0 Primer </li></ul>
  13. 13. Government 2.0 represents a fundamental shift in the relationship between citizens and government, to the benefit of both.
  14. 14. <ul><li>Using tools and techniques enabled by digital technologies to bring citizens 'inside the tent'. </li></ul><ul><li>Empowering citizens to be active participants in government decision-making processes and supporting them to do for themselves. </li></ul><ul><li>Opening up public data for public reuse to inform and enable new insights, better decisions and more effective policy. </li></ul><ul><li>Initiatives from individuals and non-government organisations as well as government. </li></ul>Government 2.0 includes...
  15. 15. Gov 1.0 to 2.0 Magna Carta – 1215 AD Internet – 2010 AD
  16. 16. Government as media
  17. 17. Government as engager
  18. 18. Government as convenor
  19. 19. Government as platform
  20. 20. Implementing Gov 2.0 <ul><li>The challenges are largely internal </li></ul><ul><li>Most of the Australian community are already online (more regularly go online than read newspapers) </li></ul><ul><li>Web 2.0 technologies are readily and cheaply available (don’t invest in a Rolls Royce if you only need a Yaris) </li></ul><ul><li>‘ How to’ knowledge and examples are widely accessible (Search online – and network with peers) </li></ul><ul><li>Experienced people are out there (though we need more ‘in here’) </li></ul>
  21. 21. Build awareness & experience <ul><li>Start personally – begin a blog, get on Twitter & Facebook, join a forum or community (OzLoop, GovLoop and Gov 2.0 Australia) </li></ul><ul><li>Build a corporate library of information & case studies (share it via a social bookmarking site, i.e. Delicious) (See Victoria’s eGov Resource Centre and the eGovAU blogroll) </li></ul><ul><li>Launch a regular Gov 2.0 / Web 2.0 internal (email) newsletter </li></ul><ul><li>Identify a senior management champion in your department </li></ul><ul><li>Identify value propositions for specific Web 2.0 uses </li></ul><ul><li>Trial Web 2.0 approaches (internally and externally) in non-critical areas, using approved external and internal systems (i.e. GovDex) </li></ul>
  22. 22. <ul><li>Run internal Gov 2.0 briefing events for legal, HR, procurement, communications, IT and management </li></ul><ul><li>Arrange briefings with more experienced Departments </li></ul><ul><li>Hold a screening / distribute CDs of Us Now (CC BY licensed) </li></ul><ul><li>Survey staff on their use of social networks (refer to the questions asked in AGIMO’s Interacting with Government report) </li></ul><ul><li>Encourage HR to develop a Departmental social media policy to clarify acceptable online conduct for all staff - can be based off the APS Commission’s Circular 2008/08: Interim protocols for online media participation, also refer to Social Media Governance’s list of social media policies. </li></ul>Build engagement
  23. 23. Build infrastructure Your website Engagement hub Monitoring suite Forums Outreach activities Groups Social media publishing URL shortener File transfer Survey Email Blogs Blogs Forums Idea market Polls Groups Web reporting Social media monitoring Archiving Enabling services Mapping Apps Email Social media presence Storage (image, video, docs) Facebook Twitter YouTube LinkedIn Foursquare Yammer Groups Forums
  24. 24. <ul><li>Generation gap </li></ul><ul><li>Political climate </li></ul><ul><li>Public service culture </li></ul><ul><li>Legislation and policy </li></ul><ul><li>Speed of change </li></ul><ul><li>Adoption and reach </li></ul><ul><li>Limited in-house expertise </li></ul><ul><li>Systems (IT, procurement, etc) </li></ul><ul><li>Personal versus professional </li></ul><ul><li>Security </li></ul>Challenges remain
  25. 25. Questions? Craig Thomler 19 November 2011