Swarnim Gujarat - Social Media as bridge between CM (common man) & CM (chief minister)
NEXT GENERATION GOVERNANCEDIGITAL ENGAGEMENT - EMPOWERING CITIZENS THROUGH DIGITAL INNOVATIONSPIRIT OF GUJARAT – Site encouraging citizens to VIRTUAL GUJARAT -upload pictures depicting “Spirit of Gujarat” with cross postings Simulation of “Future of Gujarat” SWARNIM GUJARAT, A Channel on YouTube - Allon various photo-sharing websites. Government can post with inclusion of Future Projects video related to Gujarat including Documentaries, Speechesimages of every function of Swarnim Gujarat Celebration. To like GIFT, Dholera SIR, River Front. of CM, Citizen Testimonials etc.increase public participation contests can be planned. This will allow people to experience the Gujarat of Future while they participate by providingSWARNIM SPOTS - feedback and inputs .Service which will use Google Map GUJDEV – A social meshand Wikimapia to present public network acting as meeting placeinformation e.g. Locations of all for people with different expertise,Government offices, Civil GTWITS – with common goal to participate inHospitals, Police Stations across Twitter as a tool growth and development ofGujarat, will be tagged on Google to spread Gujarat, can share their views,Maps and Wikimapia. Geo Tagging Government’s, YUVA – An experiences and best practicescan be used to locate nearest Polio CMs and other initiative to hence collaborative benefits to thebooth, health checkup camps, Lok key people’s involve youth and society.Adalats etc. thoughts across students to masses and also participate in for feedbacks various activates from masses, It of GovernmentGUJARAT LIVE- Widgets can be used to gather information GUJARAT and society building through Youth Centric SWARNIM SANDESHfor use on Websites, Desktops, about public Social Networks. – A Blog covering celebrationMobile, Digital Outdoor Display, TV perception across Gujarat & outside GujaratNetworks, IP TV to provide live (National & International) ,feeds from various government regarding variouswebsites, CMs tweets, Real-time issues. including messages, multimediafeedback from citizens, Public Polls content and viewpoints frometc. people across the globe. SWARNIM RAJ – A forum which talks about government policies, public information,JANSEVA – Collection of feeds from all important schemes etc. and encourages citizen to comment, appreciate, GUJARAT PATRA – A Blog covering efforts fromwebsites or services which need real time dynamic critisize or advice on issues of government, citizens and entrepreneurs for moreinformation. E.g. Whether Information, Results for Polls, News, public interest. prosperous Gujarat.Traffic Information.
GOVERNMENT IN DIGITAL ERA Government (at it’s basic level) is a mechanism for collaborative action for social good. DynamicHistorical Context Agenda for Action Perspective Conceptual Economy: from Platform for brains outside of Empower the creative and industrial to conceptual government (Open innovative capitalism Government, Govt. 2.0) Powered By Talents: Provide/preserve technical Coordination, not command creativity is the ultimate infrastructure that and control 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 SHIFTNEXT 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, rediscovered, re-imagined. Government which has moved from the “Need To Know” mindset to the “Need To Share” mindset. Government acting as a Platform for Engagement and Collaboration.
CONNECT GOVERNMENT TO IMPROVE GOVERNMENT Speed Up Citizen – Citizen Social Inclusion Government Government Gap Centricity Processes Narrows New Standardised Revenue Collection Collaborative Public Organisational Common / Spending Policy Process 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 FLOWGovernment Encoding MEDIA Decoding Citizens Selective Selective Retention Attention Noise Selective Distortion Feedback Response
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.
EVOLVING CITIZEN 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”
EVOLVING WORLD“The Key is Laying the foundation for an inclusive and sustainable ecosystem.”
EVOLVING MEDIASTATIC INTERACTIVE OPEN• Read Only • All Read & Few Write • All Read & All Write MULTI DEVICE & MULTI PLATFORM TECHNOLOGY & INNOVATION REAL-TIME & INSTANTANEOUS ACCOUNTABILITY & EMPOWERMENT & VIRILITY MEASUREMENT (ROI) MARKETING & INTERACTIVITY “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 possibilities 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 opportunities. 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 substantially. prominent.
EVOLVING TECHNOLOGY 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 before. authentically.Classmates Online Banking 6 Billion Online Friendster Bebo TwitterBanner Ads MP3 Broadband LinkedIn Ning E-Commerce MySpace Digg Brand Websites Flickr Adwords Dogster Blogs Facebook
EVOLVING GOVERNMENT Open access to GovernmentOpenness will strengthen data, means no limit to whatdemocracy and promote contribution people can do. Itefficiency and effectiveness in engages the imagination of TRANSPARENT citizens in building theGovernment. society. AGILE PARTICIPATORYGovernment can leverage new The prospect of GovernmentSocial Media tools to create a COLLABORATIVE using Social Media sites likemore open, efficient, effective Twitter will raised a myriad ofand transparent government legal, contractual, and policy questions.
GOVERNMENT 2.0 – CITIZEN CENTRIC Blogs Bookmarking & Wikis Newspapers Tagging Email Outdoor Content Widgets Aggregation Interactive Flyers (Banner ads) Crowd SourcingVirtual Worlds & Voting Direct Mail Point-of- Purchase Ratings & Discussion Boards Brochures Door-to-Door And Forums Reviews Magazines Posters Presentation Events & Meets Sharing Television Radio Podcasting Photo Sharing
SOCIAL MEDIA – A REVOLUTIONWhat st ar t ed w t h iH t ur ned i nt o: as A Evolution of How We Communicate
SOCIAL MEDIA – SUCCESS STORY Obama – Reinventing Politics, Democracy and GovernanceObjective: 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 screen.• Emailed to 10,000 supporters.• Users messages displayed on all screens – Times Sq, blogs, websites etc• Created media buzz at launch (celebrities at Times Sq).• 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 information. 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 Information, audio. • Social media is a shift in how people discover,Communication and read, and share information , it is a fusion of sociology and technology, transformingeven Entertainment monologue (one to many) into dialog (many to many). Content Conversation Communication
SOCIAL MEDIA – THE DEMOCRATIC WEBThe reason the social mediasits well with people is that itis run democratically, aconcept that all people areused to.
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 & Real-time basis Be the Expert!, Provide Counseling, Build Consensus, Help in Developing Opinion. Listen to Your Audience!, Citizens New Collaborations, with all stake holders of Governance 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 Community Development Welfare Programs Visibility Influencing (Counseling)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 searchGeneration 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 – AWARENESS Businesses are already serious about Social Media COMPANIES THAT HAVE IMPLEMENTED 64 % SOCIAL MONITORING PLATFORMS COMPANIES THATHAVE NO IDEA OR HAVE NOT IMPLEMENTED 36 % SOCIAL MONITORING PLATFORMS
SOCIAL MEDIA – THE ECOSYSTEM Managem ent of di f f er ent i nf or m i on vi a di f f er ent onl i ne at pl at f or m r eachi ng out t o di f f er ent t ar get audi ence t hr ough bui l di ng di f f er ent soci al net w ks and m nt ai ni ng or ai di f f er ent m t i -l at er al com uni cat i on. ul m•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, Etc Social Media not only Change the Rules of Communication but also the Art of War
SOCIAL MEDIA – MAJOR ENGINES350 Facebook300 Qzone (QQ) MySpace250 Windows Live200 Habbo150 Orkut100 Friendster hi550 Twitter 0 Tagged Users (Million)
SOCIAL MEDIA – LEADERSLeading Social Networks by Country
FACEBOOK - IF IT WAS A COUNTRYIt 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 million users. 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 ARTICLESWikipedia 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 USERS80% of companies use or plan to use LinkedIn as their primary tool to find employees this year.
SOCIAL MEDIA – HIT AMONGST INTERNET USERS82.9% 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 COMMUNITYWhen content is social, it can be shared, trusted and build influence
SOCIAL MEDIA - ADOPTION CURVE Collaboration Relationships Participation Take Value → Add Value Broadcast ObservationEducation 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 tools, gratuitous • Complex, hierarchical • Regulations organizational • Privacy structures • Persistent cookies • Red Tape • Surveys • Old Guard • Control • Bureaucracy
SOCIAL MEDIA – BEST PRACTICESMission drives everything: clarity is crucialLet policy guide, but not paralyze youKnow the environmentConsider a pilot as a proof-of-conceptSecure support of senior leadersCreate internal cross-functional alignmentRoll out, don’t launchKeep 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 Workgroup or public collaboration for project WIKIS brain in action, with everyone contributing their management, knowledge sharing, public feedback and domain Wikipedia knowledge and expertise while evaluating or 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, other communication to SHARING everyone to become audience as well as the audiences in real-time. How To videos to improve service and YouTube broadcaster 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 of Efficient way of propagating official documents like SHARING documents, spreadsheets, presentations, notes tariffs, forms, notifications. Effective in keeping records with timelines. Scribd by all. Multimedia, primarily audio, content syndicated out Effective way to get message out and build trust withPODCASTING for use on iPods, Mobiles, Computers. Advantage of conversational voice. Useful for blip.fm podcasting is that the user can do other task while updates, deliberations, messages. A great tool for sound bites listening to podcast. (While driving, studying) and audio quotes from 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 WORLDS nd worldwide. A replication of activities of real life experience the amenities before hand at the same time provide vital feedback for project improvement. Also can be used to simulate 2 Life in virtual environment. disasters pre hand 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, usefulness, and functionality. Integrate external Combine content from multiple sources for data including weather, traffic etc. Can be used for publicMASHUPS an integrated experience at the same time information e.g. Locations of all GovernmentGoogle Maps adding context (location, time etc) and offices, Hospitals, Police Stations. Geo tagging can be used to presentation enriched by GIS. locate nearest place of interest. Also a cost effective tool for tracking its Key personal, vehicles or assets. This can be very effective in Disaster Management. Small applications & code deliveringWIDGETS - information in real-time on web pages or desktop making service more Increase awareness, use, and usefulness of sites, information, and service. Desktop widgets canGADGETS effective, rich, easier to use. Brings content provide live information from various governmentYahoo Widget to the user’s home page, frequented sources. internet locations and even mobile phones. SOCIAL Increase the popularity and use pages, information, and services. Effective tool for viral ofBOOKMARK Ways of sharing content and news with marketing, hence driving popularity. Government can use others as it happens. Users are themselves such services to drive traffic to their other services. Such & NEWS creator and consumer of news or discussion. services can also be use to judge the interest of public for Digg 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 GovernmentBLOGGING make it easier for people to share across masses and also for feedbacks from masses, It can be used to gather information about public perception regarding Twitter activities, 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 FBI
INTEGRATED MEDIA – CONNECTING THE DOTS TOPICAL COMMUNITIES: BRANDED SITE IP, HELPFUL TIPS EXTERNAL MKTG-MANAGED PRESENCE EXTERNAL THIRD-PARTY SITE TRADITIONAL MEDIA/PR MICROSITE AMAZON S T O R Y T E L L I N G HELPFUL RESOURCES RECIPESEVENTS SEO DOT-COM SITE COMMENTS DEPARTMENT BLOG (IP) ONLINE SAMPLING FACEBOOK FAN TV PAGE E-COMMERCEONLINE YOUTUBE CHANNEL: PARTNER STORYTELLING, IP PRINT EXTERNAL BLOGS: IP, TIPSOUTDOOR PR SAMPLING PGMS CITIZENS
PARTNER US “We are in the Business of connecting with our customers" Planners Strategists Media Researchers Experts We Are A Group Of“We use co-creativity to enable Government to interact directly with citizens, on andoffline, 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 CommunityIdeation 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 Media Building Strategy Viable Human Development Interaction Experience Models Un-Rivaled Extensive Connections Experience within New with and Partnership Traditional Building Media We help governments to tap into citizens’ best ideas and priorities
THE WINNING PROPOSITION Leverage Create Gain NewReach New Our Rewarding Insights and Audience Knowledge Partnerships Expertise Gain More Add Value Visibility Target More Use Less To Existing and Mind Citizens ResourcesCompetence Space
WITH YOU ALWAYS DEFINE REFINE IDENTIFYSUPPORT COLLECT IMPLEMENT UPDATE RECOMMEND