Harnessing Momentum and Social Media
@FSIS
Kath Straub
Chief Scientist, Human Factors International

Presentation created in collaboration with
Suzanne Long
Web Centre Experience Team
toronto.ca
Torontoʼs Urban Fruit Tree Project
notfarfromthetree.org

What is Web 2.0?
The term \"Web 2.0\" refers to a perceived second generation of web development
and design, that aims to facilitate communication, secure information sharing,
interoperability, and collaboration on the World Wide Web. Web 2.0 concepts have
led to the development and evolution of web-based communities, hosted services,
and applications; such as social-networking sites, video-sharing sites, wikis, blogs,
and folksonomies.

The pressure is on.

The pressure is on.
“Barak Obama promises to reboot the White House.
But first heʼll have to navigate the blogosphere and
deep layers of federal gobbledygook.”

SOME PERSPECTIVES

If we donʼt, they will ...

EH46AF

We should, but ...

Barriers
Cultural issues and lack of strategy
Gov staff access to online tools
Prohibitive terms of service
Embedded advertising
Procurement complications
Privacy concerns

Why would WE ... ?

The federal government must
re-imagine its role
as an information provider.

Data should be provided for free
over the internet in open structured machine-readable
formats for anyone who wants to use it.

As long as government bodies
prioritize their own websites over
infrastructure that will open up their data
the pace of change will be retarded.

Private parties might not get it right the first time,
but ... they will explore more ... and ... recover more rapidly ...
from the inevitable missteps.

Nobody knows what is best so we should
let people try different offerings and
see which ones win out.

How should we ... ?

Rethink your communication strategy.
Connect.
Focus government efforts on the things that
only government can do
Donʼt get distracted the technology
by

SOME DATA

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
1 Play Games Email Email Email Email Email Email
2 Email Search Search Search Search Search Search
Instant In
3 Message Research Product Research Product Research product Get health info Research Get health info
4 Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
5 Get News Watch Video Buy Something Get news Buy something Make travel reser. Research product
6 Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
PEW Internet & American Life Project
7 Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
50%
8 Create SNS Profile Visit SNS Bank Visit Govʼt Site Visit Govʼt Site Get news Visit Govʼt Site
Make Travel Reser. Visit Govʼt Site Research for job Get religious info
9 Read Blog Bank Bank
10 Buy Something Get Job Info Research for job Bank Research for job Research for job Bank
collects self-report data on what people
11 Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
12 Get job info IM Get job info Get job info Watch video Rate product Play games
do (or donʼt) online...
13 Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
14 Get Health Info Bank IM Rate product Get religious info IM Read blog
15 Get Religious Info Visit Govʼt Site Get religious info IM Play games Watch video Watch video
16 Podcast Research for Job Play Games Auction Auction Read blog Download video
17 Visit virtual world Play Games Visit SNS Read blog Read blog Auction Get job info
18 - Rate product Play games IM Download Podcast
Read blog
19 - Download Video Read blog Download music Download music Download video Research for job
20 - Rate Product Download video Download video Download video Get job info Auction
21 - Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
22 - Auction Create SNS profile Podcast Visit SNS Podcast Download music
23 - Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
24 - Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
25 - Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Get News Watch Video Buy Something Get news Buy something Make travel reser.
5
Generations Online
Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Visit Govʼt Site Get news
50%
Visit SNS Bank Visit Govʼt Site Visit Govʼt Site
8
explores who does what
Make Travel Reser. Visit Govʼt Site Research for job Get religious info
Read Blog Bank Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
11
by age cohort Get job info
Get job info IM Get job info Watch video Rate product Play games
12
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Govʼt Site
Get Religious Info Get religious info IM Play games Watch video Watch video
15
Data is from December 2008
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
- Rate Product Download video Download video Download video Get job info Auction
20
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
In
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Get News Watch Video Buy Something Get news Buy something Make travel reser.
5
Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Get news
Visit SNS Bank Visit Govʼt Site Visit Govʼt Site Visit Govʼt Site
8
50% Make Travel Reser. Visit Govʼt Site Research for job Bank Get religious info
Read Blog Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
11
Get job info
Get job info IM Get job info Watch video Rate product Play games
12
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Govʼt Site
Get Religious Info Get religious info IM Play games Watch video Watch video
15
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
More than 50% of people across generations
- Rate Product Download video Download video Download video Get job info Auction
20
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
visit government websites
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
In
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Get News Watch Video Buy Something Get news Buy something Make travel reser.
5
Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Visit Govʼt Site Get news
Visit SNS Bank Visit Govʼt Site Visit Govʼt Site
8
50% Make Travel Reser. Visit Govʼt Site Research for job Get religious info
Read Blog Bank Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
11
Get job info
Get job info IM Get job info Watch video Rate product Play games
12
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Govʼt Site
Get Religious Info Get religious info IM Play games Watch video Watch video
15
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
- Rate Product Download video Download video Download video Get job info Auction
20
More than 50% of people across generations
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
seek health information online
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
In
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Watch Video
Get News Buy Something Get news Buy something Make travel reser.
5
Download Music Buy Something Get News Make travel reser. Get news Visit Gov’t Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Visit Gov’t Site Get news
8 Visit SNS Bank Visit Gov’t Site Visit Gov’t Site
50% Make Travel Reser. Visit Gov’t Site Research for job Get religious info
Read Blog Bank Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Watch Video
Create SNS Profile Get job info Get religious info IM
Watch video
11
Get job info Watch video
Get job info IM Get job info Rate product Play games
12
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Gov’t Site Watch video Watch video
Get Religious Info Get religious info IM Play games
15
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
- Rate Product Download video Download video Download video Get job info Auction
Video watching is going up.
20
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
But it is still only common with only digital natives.
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
In
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Get News Watch Video Buy Something Get news Buy something Make travel reser.
5
Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Visit Govʼt Site Get news
Visit SNS Bank Visit Govʼt Site Visit Govʼt Site
8
50% Make Travel Reser. Visit Govʼt Site Research for job Get religious info
Read Blog Bank Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
11
Get job info
Get job info IM Get job info Watch video Rate product Play games
12
Social networking sites get more press than traffic.
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Govʼt Site
Get Religious Info Get religious info IM Play games Watch video Watch video
15
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
- Rate Product Download video Download video Download video Get job info Auction
20
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
In
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Blogs are, arguably, the most well known of the social networking tools.
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Get News Watch Video Buy Something Get news Buy something Make travel reser.
5
Many a blog exists. Only a few are read...by a only few.
Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Visit Govʼt Site Get news
Visit SNS Bank Visit Govʼt Site Visit Govʼt Site
8
50% Make Travel Reser. Visit Govʼt Site Research for job Get religious info
Read Blog Bank Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
11
Get job info
Get job info IM Get job info Watch video Rate product Play games
12
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Govʼt Site
Get Religious Info Get religious info IM Play games Watch video Watch video
15
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
- Rate Product Download video Download video Download video Get job info Auction
20
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

TEENS GEN Y GEN X Younger Boomers Older Boomers Silent Generation G.I. Generation
Play Games Email Email Email Email Email Email
1
Email Search Search Search Search Search Search
2
Instant Message Research Product Research Product Research product Get health info Research Get health info
3
Visit SNS Get News Get Health Info Get health info Research product Get health info Make travel reserv
4
Research product
Get News Watch Video Buy Something Get news Buy something Make travel reser.
5
Download Music Buy Something Get News Make travel reser. Get news Visit Govʼt Site Buy something
6
Watch Video Get Health Info Make Travel Reser. Buy something Make travel reser. Buy something Get news
7
Create SNS Profile Visit Govʼt Site Get news
50%
Visit SNS Bank Visit Govʼt Site Visit Govʼt Site
8
The channels and tools that you use
Make Travel Reser. Visit Govʼt Site Research for job Get religious info
Read Blog Bank Bank
9
Bank
Buy Something Get Job Info Research for job Research for job Research for job Bank
10
Download Video Create SNS Profile Watch Video Get job info Get religious info IM
Watch video
11
Get job info
Get job info IM Get job info Watch video Rate product Play games
12
determine who you reach.
Create Blog Download Music Get religious info Rate product Play games Rate product
Download Music
13
Get Health Info Bank IM Rate product Get religious info IM Read blog
14
Visit Govʼt Site
Get Religious Info Get religious info IM Play games Watch video Watch video
15
Podcast Research for Job Play Games Auction Auction Read blog Download video
16
Play Games
Visit virtual world Visit SNS Read blog Read blog Auction Get job info
17
- Rate product Play games IM Download Podcast
Read Blog
18
Research for job
- Download Video Read blog Download music Download music Download video
19
- Rate Product Download video Download video Download video Get job info Auction
20
- Get Religious Info Auction Visit SNS Podcast Visit SNS Create blog
21
- Auction Create SNS profile Podcast Visit SNS Podcast Download music
22
- Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS
23
- Create Blog Create Blog Create Blog Create Blog Create SNS profile Create SNS profile
24
- Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
25

SOME OBSERVATIONS

4 of 10 Harsh Truths ....
You need a web division
Managing the website is a full time job
Government can Periodic redesign is not enough
Your website can not appeal to everyone
learn from business. Youʼre wasting money on social networking
Your website is not all about you
Youʼre not getting value from your team
Design by committee brings death
A CMS is not a silver bullet
You have too much content

4 of 10 Harsh Truths ...
You need a web division
Managing the website is a full time job
Periodic redesign is not enough
Your website cannot appeal to everyone
You are wasting money on social networking
Your website is not all about you
Youʼre not getting value from your team
Design by committee brings death
A Content Management System (CMS) is not a silver bullet
You have too much content

4 of 10 Harsh Truths ...
You need a web division
Managing the website is a full time job
Periodic redesign is not enough
Your website can not appeal to everyone
Youʼre wasting money on social networking
Your website is not all about you
Youʼre not getting value from your team
Design by committee brings death
A CMS is not a silver bullet
You have too much content

4 of 10 Harsh Truths ...
You need a web division
Managing the website is a full time job
Periodic redesign is not enough
Your website cannot appeal to everyone
Youʼre wasting money on social networking
Your website is not all about you
Youʼre not getting value from your team
Design by committee brings death
A CMS is not a silver bullet
You have too much content

4 of 10 Harsh Truths ....
You need a web division
Managing the website is a full time job
Periodic redesign is not enough
Your website can not appeal to everyone
You are wasting money on social networking
Your website is not all about you
Youʼre not getting value from your team
Design by committee brings death
A CMS is not a silver bullet
You have too much content

People want to
network with other
people.
Not corporations.
Or Agencies.

SOME TOOLS

Mashups :: Data to use

Real Estate Listings
+
Federal Crime Data

Video :: YouTube

Microblogging :: Twitter

Title feed to push people
to the website

Whereʼs Mr. Obama lately?

A bit more personal ...

Images :: Flickr

Taxonomy
and
Folksonomy

Taxonomy and Folksonomy

Conversations :: Get Satisfaction

Legal issues constraints
force blogs to be
monologues.
These are newsletters.
Delivered differently.

Next step? Brainstorming.

Web 2.0
Interoperability
Information sharing
Communication
Collaboration
The term \"Web 2.0\" refers to a perceived second generation of web development
and design, that aims to facilitate communication, secure information sharing,
interoperability, and collaboration on the World Wide Web. Web 2.0 concepts have
led to the development and evolution of web-based communities, hosted services,
and applications; such as social-networking sites, video-sharing sites, wikis, blogs,
and folksonomies.

Reminder:
The federal government must
re-imagine its role
as an information provider.

People want to
network with other
people.
Not corporations.
Or Agencies.

Next question?
What data does FSIS have that the world wants?

Author contact