Next Generation Governance - Digital Engagement - Empowering Citizens Through Digital Innovation
GOVERNMENT IN DIGITAL ERA
Government (at it’s basic level) is a mechanism for collaborative action for
Historical Context Agenda for Action
Conceptual Economy: from Platform for brains outside of
Empower the creative and
industrial to conceptual government (Open
capitalism Government, Govt. 2.0)
Powered By Talents: Provide/preserve technical
Coordination, not command
creativity is the ultimate infrastructure that
resource encourages creativity
Communication Revolution: Trust / rely on people with Develop new intellectual
allows so many more to be access to so much knowledge property rights for the
creative and information conceptual economy
GOVERNANCE NEED SHIFT
NEXT GENERATION Government which promotes use of
GOVERNMENT collaborative web 2.0 technology to solve
collective problems across all government.
city, province, country, international.
Government stripped down to it’s core,
Government which has moved from the
“Need To Know” mindset to the “Need To
Government acting as a Platform for
Engagement and Collaboration.
CONNECT GOVERNMENT TO IMPROVE GOVERNMENT
Speed Up Citizen –
Social Inclusion Government Government Gap
Centricity Processes Narrows
New Standardised Revenue Collection
Organisational Common / Spending
Model Infrastructure Efficiencies Gained
Back-office Quality Of Life Increased
Governance Improved Via Accountability For
Reorganisation Innovation Government
Pillars of Connected Government Impact of Connected Government
GOVERNMENT / CITIZEN MESSAGE FLOW
Government Encoding MEDIA Decoding Citizens
GOVERNMENT ACCESSIBILITY = MORE RESPECT
People like doing business with people they know …
… and love doing business with people they trust.
• is personal.
• requires risk-taking
• is about relationships, not transactions.
• is based on being willing to put the other’s needs first.
UNKNOWN RECOGNIZED LIKED RESPECTED
For Government, being a better messenger means moving from
the Less Known to the Most Respected.
INFORMED • Seek where the Truth Lies
EMPOWERED • Know Value of Voicing their Opinion
CONNECTED • Quick, Easy, Cheap ways to be “Always On”
CREATIVE • Huge Reservoir of Untapped Creativity
“This is not a question of scale. It is a different way of existing”
“The Key is Laying the foundation for an inclusive and sustainable ecosystem.”
STATIC INTERACTIVE OPEN
• Read Only • All Read & Few Write • All Read & All Write
MULTI DEVICE & MULTI
TECHNOLOGY & INNOVATION REAL-TIME & INSTANTANEOUS
EMPOWERMENT & VIRILITY
“We must accept the fact that there is no mass in mass media anymore, and leverage
more targeted approaches“
EVOLVING MASS COMMUNICATION
"Advertising was designed to simulate word of mouth when word of mouth was
very inefficient. It isn’t any longer.”
• Overly focused on creating more usefulness and
Trust in ads has relevance with the advertisement messages.
fallen while its • Marketers have done almost nothing with the new
structural • Participants are getting more and more annoyed by
capacity (reach) interruption and better and better at avoiding it.
of generating • Technology is presenting a new range of
influence has • Audience usage patterns are evolving.
also declined • Focus on the understanding of culture as the driver
for innovation is becoming more and more
Social Media will be one
• Rapidly advancing consistent, prominent force
Communication & Media
technologies are making in the Government’s arsenal,
available new information as it lets large bureaucracies
flow and public relations
opportunities never seen engage customers/citizens
Classmates Online Banking 6 Billion Online Friendster Bebo Twitter
Banner Ads MP3 Broadband LinkedIn Ning
E-Commerce MySpace Digg
Brand Websites Flickr
Open access to Government
Openness will strengthen data, means no limit to what
democracy and promote contribution people can do. It
efficiency and effectiveness in engages the imagination of
TRANSPARENT citizens in building the
Government can leverage new The prospect of Government
Social Media tools to create a COLLABORATIVE using Social Media sites like
more open, efficient, effective Twitter will raised a myriad of
and transparent government legal, contractual, and policy
GOVERNMENT 2.0 – CITIZEN CENTRIC
Wikis Newspapers Tagging
Email Outdoor Content
Virtual Worlds & Voting
Direct Mail Point-of-
Ratings & Discussion Boards
Brochures Door-to-Door And Forums
Events & Meets
Sharing Television Radio
Podcasting Photo Sharing
SOCIAL MEDIA – A REVOLUTION
What started with
Has turned into:
A Evolution of How We Communicate
SOCIAL MEDIA – SUCCESS STORY
Obama – Reinventing Politics, Democracy and Governance
Objective: Obama campaign sought to Attract
and Differentiate Fundraise Supporters.
• Knickerbocker SDK designed email to
supporters to embed custom Wiffiti widget
in their blogs.
• Displayed widget on Times Square NYC
• Emailed to 10,000 supporters.
• Users messages displayed on all screens –
Times Sq, blogs, websites etc
• Created media buzz at launch (celebrities at
• Raised $400,000 donations in 1 week.
SOCIAL MEDIA - DEMYSTIFIED
• Social media is primarily Internet and Mobile-
Social Media is based tools for sharing and discussing
becoming many • Social media makes Conversations possible
among multiple people around the world using
people’s primary Web-based Technologies.
• Social media allow people to publicly create,
source of News, share, and discuss information.
• Social media often refers to activities that
Opinion, integrate technology, social interaction, and
the construction of words, pictures, videos and
• Social media is a shift in how people discover,
Communication and read, and share information , it is a fusion of
sociology and technology, transforming
even Entertainment monologue (one to many) into dialog (many to
Content Conversation Communication
SOCIAL MEDIA – THE DEMOCRATIC WEB
The reason the social media
sits well with people is that it
is run democratically, a
concept that all people are
SOCIAL MEDIA – GOVERNANCE PERSPECTIVE
Media Social Media
• Government at Center • Citizen at Center
• Defines the Space (Limited Flexibility) • Defines the Space (Unbounded Flexibility)
• Controls Transaction (Closed and Narrow) • Controls Transaction (Open Omni Directional)
• Creates Content (Passive) • Creates Content (Collaborative Co-Creation)
• Drives Interaction (Conventional Intelligence) • Drives Interaction (Crowd Intelligence)
• Unidirectional (Deliver Message) • Interactive (Create Conversation)
• One to Many (G2C or C2G) • Many to Many (G2C, C2C, C2G)
• Push / No Conversation • Pull + Push / Conversation
• Informative • Influencing (Involving)
SOCIAL MEDIA – AN OPPORTUNITY
Makes your influence ripples Stronger and Bigger!
Authentic connections with citizens, on a Regular &
Be the Expert!, Provide Counseling, Build
Consensus, Help in Developing Opinion.
Listen to Your Audience!, Citizens
New Collaborations, with all stake holders of
Manifest abstract thoughts into written word. Get the
wheels of actions turning.
And you can do all this at low or no cost. Its FREE!
SOCIAL MEDIA – MULTI ROLE & MULTI TASK
Access Citizen Services
Welfare Programs Visibility
Social Cause Promotion Infotainment
SOCIAL MEDIA - WHY CARE ABOUT IT?
It’s about knowing
• Where the conversations are happening
• What your share of the conversations is
• What the conversations are that you could / should be in
• Who the key influencers are who can help build your brand
It’s about expanding your news flow
• Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)
It’s about understanding communities
• Which groups, forums and networks matter?
• Who drives share of conversation in these communities?
• What are the next steps in driving relationships?
It’s about leveraging existing content and improving your natural search
Generation Y and Z don’t communicate anymore through email but through their Social Networks, people
with higher education levels are using more & more social media in their (online) communication
SOCIAL MEDIA – THE ECOSYSTEM
Management of different information via different online platform
reaching out to different target audience through building different social
networks and maintaining different multi-lateral communication.
•Sharing, Publishing, •Live Feed, Micro •Users becomes
Discussion Blog, Social Games, content provider,
•Text, Pictures, Virtual World •Vertical, Horizontal, Broadcaster needs
Video, Presentation, Interest, Industry to offer instant
Sound, Gossip, feedback
Rating, Polls Results,
Social Media not only Change the Rules of Communication but also the
Art of War
SOCIAL MEDIA – IT’S CONVERSATION
10% of all time spent on the Internet is on social media sites.
Power of Publishers and Broadcasters are moving towards
Their Traditional Audience
SOCIAL MEDIA – MAJOR ENGINES
300 Qzone (QQ)
FACEBOOK - IF IT WAS A COUNTRY
It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years &
the Internet took four years. In less than nine months, Facebook added 100
It will be the 8th largest Country In the World
YOUTUBE -THE 2ND LARGEST SEARCH ENGINE
More than 13 Hrs of Video Uploaded Per Minute
450 Years to Watch All Videos (2009 – 2459)
YouTube is likely to serve over 75 billion video streams to
around 375 million unique visitors during this year.
WIKIPEDIA - 3,200,000 ARTICLES
Wikipedia the most popular encyclopedia has more than 12 million users.
Wikipedia has been edited 40,000,000 times.
FLICKR - HAVE PHOTOS OF 400 ML PEOPLE
60% of people on earth has a photo in Flickr
TWITTER - 1400% GROWTH (JAN – FEB)
10.7% of all active Internet users are touched by Twitter.
Traffic to search.twitter.com up 541% Jan-April 2009.
Since April 2009, Twitter has been receiving around 20 million unique visitors to
the site each month, and recently surpassed 1 billion messages via the service.
80 % of Twitter Usage is on Mobile Devices
LINKEDIN – 6.5 MILLION BUSINESS USERS
80% of companies use or plan to use LinkedIn as their primary tool to find
employees this year.
SOCIAL MEDIA – HIT AMONGST INTERNET USERS
82.9% 72.8% 63.2% 57.3% 54.8% 52.2% 45.2% 33.7%
SOCIAL MEDIA – EXCEPTIONAL VALUE
Benefits To Government: Benefits To The Public:
• Promotion. Highlights more of what you • Choice. More topics and collaboration
do and what you can offer. with other agencies mean more choice
• Automation. Messages can be for subscribers.
automated; No additional management • Personalisation. Individuals choose the
resource. information they want to receive.
• Measurement. Measure the success and • Relevancy. Individuals choose what they
value of the messages you send. want and what impacts their lives and
• Delivery. Ensured delivery channel for daily schedules.
official government information. • Satisfaction. Perceived “satisfaction” of a
• Collaboration. Cross-promote with other “personal” service.
agencies to offer more options.
• Public re-engagement. Each message
brings people back to your website.
SOCIAL MEDIA – STEPS TO SOCIALIZE
• Monitor online mentions and hence reputation
• Domain, market, segment - Governments
• Audience – The Citizen
• Pulse - Determine sentiment, motive, associated topics, share of voice
• Time-respectful content, highly tagged and easily consumed
• Thought Leadership - Vision Documents, Strategic Plans, Comparative Studies
• Success Stories - Proof Points, Decision, Perspective, Case Studies
• Public Information -How-Tos, Guides, Statistical, Information, Policies, Notices
•Hear & Respond
•Create Engagement –Feedback, Complaints, Advice, Polls, Information Updates, Comments
•Create Tribe – Subject Experts, Volunteers for Cause, Common Interest Groups
•Drive Collaboration – Amongst Office Bearers, Citizens, Policy Makers
•Find - What influence has engagement created?
•Enable - Liking, Following, Fanning, and Forwarding
•Identify - those with the greatest influence or dislike
•What actions have been inspired by influence?
•What policy or decision advocacy has been generated?
•How do those actions amplify value?
CITIZENS TO AUDIENCE TO COMMUNITY
When content is social, it can be shared, trusted and build influence
SOCIAL MEDIA - ADOPTION CURVE
Take Value → Add Value
Education 1-way → 2-way
Social Media Experience
SOCIAL MEDIA – CHALLENGES FOR GOVERNMENT
Technology Policy Culture
• Access • Terms of service • Awareness
• Security Risks • Indemnification • Expertise
• Bandwidth • Multiple Jurisdiction • Explorative
• Legacy systems (Local, State, Federal) • Information Sharing
• Data Silos • Advertising & • Size
• Interoperability Endorsement • Agency silos
• Compliance • Procurement: free • Top-down
• Complex, hierarchical
• Regulations organizational
• Privacy structures
• Persistent cookies • Red Tape
• Surveys • Old Guard
• Control • Bureaucracy
SOCIAL MEDIA – BEST PRACTICES
Mission drives everything: clarity is crucial
Let policy guide, but not paralyze you
Know the environment
Consider a pilot as a proof-of-concept
Secure support of senior leaders
Create internal cross-functional alignment
Roll out, don’t launch
Keep listening & let what you hear inform your participation
SOCIAL MEDIA – 360 DEGREE APPROACH
BLOGS Journal or diary with social collaboration Information to citizen delivered efficiently. Provides human
(comments), generally targeted towards face to Government, using informal tone while opening public
Blogger specific subject or subjects conversations and surfacing of issues & inputs to solve them.
Collaborative authoring & editing. Act as a global
WIKIS brain in action, with everyone contributing their Workgroup or public collaboration for project management,
Wikipedia knowledge and expertise while evaluating or knowledge sharing, public feedback and domain expertise.
verifying contributions from others.
VIDEO Video (Recorded or Live Streams) libraries
accessible through common service, allows A cost effective tool for public outreach, education, training,
SHARING everyone to become audience as well as the other communication to audiences in real-time. How To videos
to improve service and achieve mission.
PHOTO Photo libraries which can be arranged and
presented in various ways including slides, live Efficient way of propagating pictures of events, places, leaders
SHARING streams or even timelines. Any to Any medium and causes. Effective in keeping records with timelines. Useful
as pictures are better than 1000s of words.
Flickr which encourage sharing of moments by all.
DOCUMENT Any to Any medium which encourage sharing Efficient way of propagating official documents like tariffs,
SHARING of documents, spreadsheets, presentations,
notes by all.
forms, notifications. Effective in keeping records with
Multimedia, primarily audio, content syndicated out Effective way to get message out and build trust with
PODCASTING for use on iPods, Mobiles, Computers. Advantage of conversational voice. Useful for updates, deliberations,
blip.fm podcasting is that the user can do other task while messages. A great tool for sound bites and audio quotes from
listening to podcast. (While driving, studying) leaders.
VIRTUAL Simulations of environments, people, events
and surroundings which bring people together
Simulation of Future Projects like Townships, Buildings, Public Centers,
and Airports even at planning stage, allowing people to experience the
worldwide. A replication of activities of real life amenities before hand at the same time provide vital feedback for
project improvement. Also can be used to simulate disasters pre hand
2 Life in virtual environment. providing viable lessons to students and citizens.
SOCIAL MEDIA – 360 DEGREE APPROACH
Automated notifications of frequently updated Do more with RSS, XML/Web feeds. Expand reach. Pull content
together across various sites and information sources.
SYNDICATED content (think RSS). It allows people to access all
required information at one place without Authoritative source which can also reduce duplication.
WEB FEEDS visiting a number of websites. As updates are Government can provide feeds for all important websites or
services which need real time, dynamic information. E.g.
Friendsfeed pushed rather than pulled, makes audience Weather Information, Results for Polls, News, Traffic
access information in real-time. Information.
Lots of potential to improve government reach, service,
Combine content from multiple sources for usefulness, and functionality. Integrate external data including
MASHUPS an integrated experience at the same time weather, traffic etc. Can be used for public information e.g.
Locations of all Government offices, Hospitals, Police Stations.
Google Maps adding context (location, time etc) and Geo tagging can be used to locate nearest place of interest. Also
presentation enriched by GIS. a cost effective tool for tracking its Key personal, vehicles or
assets. This can be very effective in Disaster Management.
Small applications & code delivering
WIDGETS - information in real-time on web pages or
desktop making service more effective, rich, Increase awareness, use, and usefulness of sites,
GADGETS easier to use. Brings content to the user’s information, and service. Desktop widgets can provide
live information from various government sources.
Yahoo Widget home page, frequented internet locations
and even mobile phones.
SOCIAL Increase the popularity and use of pages, information,
BOOKMARK Ways of sharing content and news with and services. Effective tool for viral marketing, hence
others as it happens. Users are themselves driving popularity. Government can use such services to
& NEWS creator and consumer of news or discussion. drive traffic to their other services. Such services can also
be use to judge the interest of public for certain issues.
Seek input, broadcast messages, announcements. Real time
MICRO- Form of blogging which allows brief (Instant
Message size) text updates. Short updates
reporting of key events or activities of key people. Can be used
as a tool to spread thoughts of leaders and view of Government
BLOGGING make it easier for people to share activities, across masses and also for feedbacks from masses, It can be
used to gather information about public perception regarding
Twitter thoughts and intentions. various issues. It can be a great channel where a common man
can directly interact with top officials and leaders.
SOCIAL MEDIA – PUBLIC SECTOR TREND SETTERS
INTEGRATED MEDIA – CONNECTING THE DOTS
TOPICAL COMMUNITIES: BRANDED SITE
IP, HELPFUL TIPS EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
S T O R Y T E L L I N G
HELPFUL RESOURCES RECIPES
DOT-COM SITE COMMENTS
DEPARTMENT BLOG (IP) ONLINE SAMPLING FACEBOOK FAN
ONLINE YOUTUBE CHANNEL: PARTNER
EXTERNAL BLOGS: IP, TIPS
“We are in the Business of connecting with our customers"
We Are A
“We use co-creativity to enable Government to interact directly with citizens, on and
offline, in real time delivering a range of insight, innovation and strong media recall.”
WE CAN ASSIST YOU
New Media Strategy, Accessibility & Usability
Building Community and Sharing Best Practices
Market Research & Knowledge Management
Manage New Media Providers & Vendor Community
Ideation Platforms, Crowd Sourcing & Innovation Process
Design Analytical Studies, Contests & Challenges
Success Metrics & Engagement Strategy
Legal and Policy Advisory
WHY US - DELIVERING INCLUSIVE SOLUTION
We strive to be an accelerator for government-wide new media and citizen engagement technologies, tools,
practices, and policies.
Extensive Expertise in
Experience within New
We help governments to tap into citizens’ best ideas and priorities
THE WINNING PROPOSITION
Leverage Create Gain New
Our Rewarding Insights and
Knowledge Partnerships Expertise
Visibility Target More Use Less
and Mind Citizens Resources
WITH YOU ALWAYS