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Government Citizen Engagement Survival Guide

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Presented by GovLoop & RightNow Technologies this is the GovLoop Training - Citizen Engagement Survival Guide - 5 Ways to Use Social Media to Engage Citizens

Presented by GovLoop & RightNow Technologies this is the GovLoop Training - Citizen Engagement Survival Guide - 5 Ways to Use Social Media to Engage Citizens

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  • There are now an estimated 625 million active internet users globally, one in 13 of all humans on the planet. Social networks and blogs are the 4th most popular online activities eclipsing even personal email.
  • Most of the law and policy that specifically addresses web 2.0 and social media hasn’t been written yet – privacy, authentication, paperwork, accessibility, tracking and measurement, information security, ethics, records, use of third-party tools. Real “legal and policy issue” in social media isn’t that you have to comply with laws; it’s that ambiguity in the laws empowers an organization’s deep-seated risk-aversion. How do you react to this? Some have said “proceed until apprehended” but I disagree. The real win is to ASSUME these issues will come up and address them proactively: -- Call others and ask, “what are the 10 questions I’m going to get asked about X?” “What are some precedents or cases where this was done well?” “What’s the core principle behind this law?” -- Craft a strategy – “this is how we propose to handle issue X” Starts the conversation not from “tell us what we can’t do,” but “tell us if there’s any reason we can’t do this” – Makes life easy for the 90% who want to say yes, and makes life hard for the 10% who want to say no
  • Related to legal and policy issues: -- In dealing with these, you realize that the core principle is something you need to think through anyway — “How to write our PIA documentation” = How we’ll handle people’s information — “What’s our PRA burden” = How can we actually be responsive to the feedback we get? — “How can we use funds for this” = Are we spending taxpayer money wisely? You don’t WANT to get by without asking those questions, so strategically find the people who handle them, and make them part of your team. Call out the value of their skepticism. BUT – Remember that at the end of the day, you own the risk, and it’s your choice for how much to take on.
  • Citizen engagement tends to focus a lot on “what will our website look like”? The real win is to build a process, not just a website – open government should IMPROVE GOVERNMENT. The success metric that really matters for engagement is not how much feedback we got, but how much will it enable us to improve what we do? Implications: Most important community mgmt work you do is before & after, the actual event Example: Mozilla model – Looking around your org, what are the opportunities to iterate based on feedback and get into a discussion w/ your customers?
  • The same technology that enables us to connect with citizens also increasingly enables people to team up, form communities, and help themselves. There’s a tendency in public sector culture to panic about this – “they’re going around us!” – but the right answer is to encourage it. -- Projects like SeeClickFix, Virtual Alabama, CrisisCamp demonstrate how the web is redefining “public-private partnership” -- Also, remember that smaller community groups have access to underserved populations where government doesn’t. Give THEM the tools to connect, deliver services to the communities you don’t know about and can’t reach. When designing your engagement, dedicate some time to asking: How will this build or empower a community that can survive long after the event itself is over. (And don’t forget to resource that!)
  • All of your ability to not just survive but WIN in citizen engagement depends on keeping up with a rapidly evolving field. News and new developments break by the hour, and so many different fields are relevant: technology, culture, government, law, politics, sociology. Part of your job is to do something government isn’t usually good at – experiment and look around without knowing why or what you’re looking for. If you’re on this webinar, you’re probably someone in your organization that people turn to when there’s a question about whether, why, and how to use the web to engage. So, part of your job is to screw around online. But there’s a way to do this that is purposeful and makes you deadly effective in citizen engagement. Find: Get on twitter and cultivate a follower list of people who talk about what you care about. Use twitter to question, disagree, and steer the conversation where you need it to go; get on google reader and start adding RSS feeds Save: Get on delicious, evernote, or just use Twitter favorites or a similar service and bookmark things that really resonate or that you want to explore more closely Practice: When what you find includes a new app, service, policy, or technique you’re intrigued by – sign up! Think about creating a dummy email account you can use to sign up for services. Even the most seasoned social media expert doesn’t know about a tool they haven’t really used. Share: When you get to a point where you’ve got some lessons learned – even rudimentary or incomplete ones – share them! It can be a quick tweet, blog post, white paper, presentation, or offhand comment at a meeting. This behavior builds capital, establishes you as someone who’s paying attention where others aren’t, and lets you enter debates with reputation and credibility so that you can do the other 4 things on this list — and the other 1,000 I haven’t even mentioned.
  • Customer Experience (CX) Experts - RightNow is helping rid the world of bad experiences one consumer interaction at a time, 7 million times a day. RightNow CX, the customer experience suite, provides what an organization needs to deliver exceptional customer experiences across the web, social networks and contact centers, all delivered via the cloud. -For over 12 years, RightNow has helped organizations deliver superior customer experiences across the three engagement points that really matter – the web, social networks and contact center.  -The customer experience solutions give organizations the ability to coordinate disparate resources across the organization to develop, rapidly execute, and manage a comprehensive customer experience strategy while reducing costs.   Cloud Leadership – SaaS -Our cloud-based platform provides the scalability, performance, and reliability that mission critical contact centers demand. -RightNow’s cloud platform includes a multi-tenant/multi version infrastructure, SLAs backed up with service credits, disaster recovery, data redundancy and backup -We offer multiple SaaS software offerings to ensure clients have the necessary delivery and security options required to support operational objectives. These offerings include two dedicated Government clouds with back up facilities, one exclusively for US Government agencies and a second for US Defense organizations that both meet the government’s stringent security requirements including: - DIACAP, HIPPA, SAS70 II, NIST 800-53 Mod -With over 1,900 clients globally, RightNow’s solution supports 2.5 billion constituent interactions p/year, 10.2 billion db transactions p/week and 1.2 billion web pages/month. -We host more than 500 million customer contact records on more than 60 terabytes of storage. -We have demonstrated proven scalability by scaling a single customer implementation into the thousands of concurrent seats. Additionally, we support more than 200 million customer end-user sessions a month, and deliver more than 700 million “page turns” each month.   Global Operations - Founded in 1997, RightNow is headquartered in Bozeman, Montana, employs more than 800 people, and serves nearly 2,000 organizations worldwide. -RightNow runs some of the largest websites and contact centers in the world including Sony, EA, Motorola, Canon, Hertz and over 21 airlines.   Solid Financial Performance -RightNow is listed on the NASDAQ under the symbol RNOW - Business model aligned with customer success Subscription contracts Flexible, capacity-based and seat-based pricing -Land and Expand Strategy drives strong growth in recurring revenue -Pilots and measurable ROI drives shorter sales cycles, customer retention, high repeat business -Profitable recurring revenue model, and demonstrated operating margin improvements
  • Transcript

    • 1. Citizen Engagement Survival Guide: 5 Ways to Serve Citizens in Today’s Social Media Culture August 25, 2010 Brought to you by:
    • 2. Today’s Speakers Steve Ressler President and Funder GovLoop John Kembel VP, Social Solutions RightNow Dan Munz Center for New Media and Citizen Engagement U.S. General Services Administration
    • 3. Housekeeping
      • At any time during the next hour, if you would like to submit a question, just look for the "Ask a question" console. The presenters will field your questions at the end.
      • If you have any technical difficulties during the Webinar, click on the Help button located below the slide window and you’ll receive technical assistance.
      • And finally, after this session is complete, we will be e-mailing you a link to the archived version of this Webinar, so you can view it again or share it with a colleague.
    • 4. Citizen Engagement Survival Guide: 5 Ways to Serve Citizens in Today’s Social Media Culture Steve Ressler GovLoop, Founder & President August 25, 2010
    • 5. KNOWLEDGE NETWORK MISSION: “Connect Government to Improve Government” 30,000 Members …and growing rapidly
    • 6.
      • Do-Gooder: 3rd Gen Public Servant, DHS Fellow, Multiple Gov Agencies
      • Innovator: Co-Founder, Young Government Leaders
      • Award Winner: 2006 Rising Star Award, 2007 Fed 100 Winner
      • Speaker: 25+ Conferences, Brookings, Harvard Kennedy School
      • Author: Wikinomics , Federal Times , Public Manager
      • Athlete: Used to be good at golf – 3 rd in State
      • Scholar: Miami (OH) and UPenn
      • Gentleman: Likes Cats and Babies
      My Story
    • 7. When you hear the term social media?
    • 8. Does it feel like this?
    • 9. Or not.
    • 10. Social media penetration and pace
      • Social networks and blogs = 4th most popular online activities (eclipsing even personal email).
      • ~10% of all time spent on the Internet = social media sites. 
      • Radio = 38 years to reach 50 million listeners TV = 13 years Internet = 4 years = 9 months to get to 100 million users (just topped 500 million)
      • = 80% of companies will use as primary tool
      • = ~75 billion video streams , ~375 million unique visitors
      • = ~20 million unique visitors/month (just passed 1 billion messages)
      • Source: http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics
    • 11.
      • New Medium, Same Human Desires
      • Everyone wants to see the new baby
      • Visiting in Person
      • Print photos
      • VHS videos
      • Online photos – Snapfish, Picasa
      • Facebook – Baby photos, videos
      • Skype Video
    • 12.
      • Citizens- New Medium, Same Desires
      • Everyone wants to engage citizens
      • Feedback - In-Person Townhalls, Surveys
      • Disseminate Information
        • Road signs, ads in newspapers, newsletters
      • Access for All
        • Cable, 508 compliant
    • 13. Integrated Engagement Approach Brochures Catalogs Course Excerpts Website Content TV Advertisements Video Content GS Connect Clips Event Photos Web Ads Magazine Ads Radio Ads Audio Content Events/Conferences Customer Service Sales Traditional Content Vehicles “ Conversation” Vehicles The Destination INSERT YOUR WEBSITE HERE
    • 14. 5 Ways to Serve Citizens 1 -Provide timely, immediate, and compelling information 2 -Provide information in their medium choice 3 -Give them the ability to provide input 4 -Give the ability to request service in a variety of format 5 -Put a human face to government
    • 15. Who’s Doing It?
    • 16. It’s Time To Get Going
    • 17. Finding the #WIN in Citizen Engagement Dan Munz Center for New Media and Citizen Engagement U.S. General Services Administration August 25, 2010
    • 18.
      • I’m Dan Munz
      • (@ dan_munz )
    • 19.
      • I work at the GSA Center for New Media and Citizen Engagement
      • (@ GovNewMedia )
    • 20.
      • The Center strives to be an incubator and accelerator for government-wide new media and citizen engagement technologies, tools, practices, and policies.
    • 21.
      • Our mission:
      • Government  People
      • People  Government
      • Efficient & Effective
      • (Simple!)
    • 22. We’re Working On…
      • Ideation and Crowdsourcing
      • Contests and Challenges
      • Apps.gov NOW
      • Engagement Strategy
      • Market Research
      • Legal and Policy
      • Accessibility and Usability
      • Terms of Service with New Media Providers
      • Building Community and Sharing Best Practices
      • Connecting to the Vendor Community
    • 23.
      • Challenge.gov
      • Bringing together citizens and government around our nation’s toughest challenges.
      • Launching in September.
    • 24. Today’s session
    • 25. Survival = Not Fun
    • 26. Not sustainable .
    • 27.  
    • 28. Closed Government vs. Open Government
    • 29. “ Webinar” vs. Discussion
    • 30. One-Way = Not Good Enough
    • 31. What does a two-way government look like?
    • 32.
      • Responds on a “human being” scale of time (because that’s the scale its customers work on)
      • Puts information where people are looking (because anything else is a waste of time)
      • Constantly seeking meaningful feedback (because it knows the value of others’ ideas)
      • Delivers services how and when they’re needed (because demand isn’t always predictable)
      • Acts like it’s operated by fellow human beings (because it is)
    • 33. This is unnatural . (That’s why you need a survival guide to do it.)
    • 34. 1. Mind the gaps (in law and policy)
    • 35. 2. Empower your skeptics, but own your risk.
    • 36. 3. Build a process , not a website .
    • 37. 4. Connecting with people is good. Connecting them with each other is better.
    • 38. 5. Screw around online. (Effectively!) credit: @levyj413
    • 39.
      • Thank you!
      • @GovNewMedia (work)
      • @dan_munz (personal)
    • 40. Virtual Panel Steve Ressler President and Funder GovLoop John Kembel VP, Social Solutions RightNow Dan Munz Center for New Media and Citizen Engagement U.S. General Services Administration
    • 41. RightNow : Government’s Leading Provider of Secure Cloud-Based Customer Experience Solutions Cloud Leadership - SaaS
        • Multi-Tenant/Multi-Version infrastructure
        • DIACAP, HIPPA, SAS70 II, NIST 800-53 Mod
        • 1,900 clients, 500M customer records
        • 2.5 billion customer interactions / year
        • Public company (NASDAQ: RNOW)
        • 16 worldwide offices (government in VA)
        • ~900 employees (~60 for Public Sector)
        • ~170 government clients (18% of revenue)
      Global Operations John Kembel
      • VP Social Solutions, RightNow
      • Founder & CEO of HiveLive (acquired byRightNow)
      • Consulting Associate Professor & Strategy Board Member for HassoPlattner Institute of Design at Stanford (“d.school”)
      Customer Experience (CX) Experts
    • 42.
      • Audience Q&A

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