Government 2.0 Trends and adoption strategies Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology Web Standards Group, November 2008 Management & Technology

“… wikis can be used for collaboration with your stakeholders…”

“… social computing tools can work in teams … less successful in organisations that love hierarchy and are process driven …”

I ♥ Government 2.0 AGIMO Web 2.0 in Government seminar 5 Dec 2008!

Podcasts and Slideshare www.slideshare.net/magia3e Blog: magia3e.wordpress.com

10 years of government online One-way communication Static web 330,000 inaccessible PDFs 106,000 Word docs 6,330 PowerPoint 500,000 static HTML Government voice Bureaucrat-speak Manual processes Careful editorial processes Disclaimers Program-based navigation Complex navigation Crafted communications Reactive Unresponsive Government voice Information-based Risk averse

the web today? the web today? Social bookmarks Music Pictures Wikis Video casting Events Documents Video Video aggregation Events Customer service networks Niche networks Social networks SMS & voice Twitter Lifestreams Micromedia Blog Communities Blogs/ conversations Blog Platforms Comment and reputation Crowdsourced content

the web today? … more about relationships, not information … … enabling human interaction …. online … access to people

Mmmm…. President…

I ♥ web stuff! 0.5 billion use social computing $UD 1.8 billion

The many faces of Obama

What style of government for Obama? Only about births, deaths and marriages People come to ‘worship’ then leave About religion Preach from the pulpit Where the people are People come to talk, buy, sell, interact, eat, drink, socialise About community Talk in the streets Cathedral Bazaar

Only about births, deaths and marriages

People come to ‘worship’ then leave

About religion

Preach from the pulpit

Where the people are

People come to talk, buy, sell, interact, eat, drink, socialise

About community

Talk in the streets

What style of government for Obama? Where public policy is made People get info and then leave Focus on official government information Communicate widely via expensive TV, radio, print Where the people are People come to talk, interact, collaborate Focus on community and relationships Communicate cheaply via word-of-mouth, discrete, targeted web channels Gov 1.0 Gov 2.0

Where public policy is made

People get info and then leave

Focus on official government information

Communicate widely via expensive TV, radio, print

Where the people are

People come to talk, interact, collaborate

Focus on community and relationships

Communicate cheaply via word-of-mouth, discrete, targeted web channels

The Bazaar as Gov 2.0 It’s an opportunity to take government to the people! Examples: Blogs Communities Twitter Wikis YouTube Flickr

It’s an opportunity to take government to the people!

Examples:

Blogs

Communities

Twitter

Wikis

YouTube

Flickr

Government Blogs conversations, sharing, trust, identity, presence

“ a survey into Canadian’s views on their government’s use of Web 2.0”

“ We know he didn’t take [the photos]… but they are still real, authentic and human”

Discus sustainability User stories

by Colin McKay … a human face behind the message

The UK’s PM goes where the conversation is

Government Communities conversations, community, sharing, membership, trust, comments, criticisms

Creating communities Engaging the public on policy

Taking the conversation to the people. Making it about people and relationships

Government on Twitter conversations, community, identity

Taking the conversation to the people Making it about people and relationships

Engaging and interacting with the public

Government Wikis conversations, community, identity

Making it easy to interact About community

Putting a human face behind information

Making your own communities

Government on YouTube share, conversations

Taking the conversation to the people

Government on Flickr share, community, conversations, tag, comment

Encouraging participation & interaction Taking it to the people

Issues in Government

But Web 2.0 in government is risky! … I think web 2.0 is really dangerous… Users contributing?! No strict editorial control?! Interacting directly with the public?

The problem Research shows: Government-speak hard to understand Boring, uninteresting, ‘not another gov website’ attitude Google & search engine optimisation: Rank relationships and conversations higher Rank ‘anonymous’ information lower Gov info not getting high enough search profile

Research shows:

Government-speak hard to understand

Boring, uninteresting, ‘not another gov website’ attitude

Google & search engine optimisation:

Rank relationships and conversations higher

Rank ‘anonymous’ information lower

Gov info not getting high enough search profile

Gov 2.0 adoption strategies Aims: Make information accessible , relevant & easy to understand – no government ‘speak’ Explore the new web world – learn as you go Learn from others’ successes & failures Be open about the project – what you’re doing and how Share experiences with others How? Identify and engage existing communities Grow our own community – thought leaders, interaction, engagement Make it relevant – employ a user-centred design

Aims:

Make information accessible , relevant & easy to understand – no government ‘speak’

Explore the new web world – learn as you go

Learn from others’ successes & failures

Be open about the project – what you’re doing and how

Share experiences with others

How?

Identify and engage existing communities

Grow our own community – thought leaders, interaction, engagement

Make it relevant – employ a user-centred design

Frameworks for doing good Gov 2.0 Planning Project Execution User-engagement strategy Forrester’s POST methodology PMBOK for governance , managing risk, reporting and scheduling Jesse James Garrett’s Elements of User Experience for user-centred design Engage with users with web2.0 tools Identify goals of tools through applying Apply Karl Long’s Building Blocks of the Social Web

Applying Forrester’s POST Source: Forrester, 2007 People: Assess your users’ social activities Don't start a social strategy until you know the capabilities of your audience . Objectives: Decide what you want to accomplish Is this about listening to citizens, talking with them, collaboration? How you will measure success? Strategy: Figure out what will be different after you're done Closer, two-way relationships? Better access to your information ? Technology: A community. A wiki. A blog or a hundred blogs as a reflection of user interaction requirements

Assess your users’ social activities

Don't start a social strategy until you know the capabilities of your audience .

Decide what you want to accomplish

Is this about listening to citizens, talking with them, collaboration?

How you will measure success?

Figure out what will be different after you're done

Closer, two-way relationships?

Better access to your information ?

A community. A wiki. A blog or a hundred blogs as a reflection of user interaction requirements

Managing risk through good governance

Create ‘interaction rules’ FutureMelbourne Wiki’s participation guidelines and rules for interaction: Civility Criticise ideas, not people Consensus No copyright material Use your real name No sock-puppetry Be bold Connect with others Build the web Dispute Resolution Source: FutureMelbourne Wiki, 2009

FutureMelbourne Wiki’s participation guidelines and rules for interaction:

Civility

Criticise ideas, not people

Consensus

No copyright material

Use your real name

No sock-puppetry

Be bold

Connect with others

Build the web

Dispute Resolution

How to make it relevant to peoples’ needs? Employ a user-centred design!

Employ a user-centred design!

Garrett’s ‘Elements of User-Experience’ Strategy: Business strategy, identify users , plan for alignment of both Scope: Research users’ needs, wants, ‘green’ behaviour Content based on users’ information needs Structure: Organise & structure how users want to consume information Intuitive navigation and categories Skeleton Include widgets that encourage interaction – comments, ratings, tags Surface: Graphic design

Strategy:

Business strategy, identify users , plan for alignment of both

Scope:

Research users’ needs, wants, ‘green’ behaviour

Content based on users’ information needs

Structure:

Organise & structure how users want to consume information

Intuitive navigation and categories

Skeleton

Include widgets that encourage interaction – comments, ratings, tags

Surface:

Graphic design

User-engagement strategy with web 2.0 tools Aims: Engage people in their own communities Engender trust in what we’re going and that it is of value to them Build relationships Share and be open about what we’re doing and how Develop a web presence Drive traffic to the website

Aims:

Engage people in their own communities

Engender trust in what we’re going and that it is of value to them

Build relationships

Share and be open about what we’re doing and how

Develop a web presence

Drive traffic to the website

Drive traffic from Google

Leverage conversations

Conclusions learnings so far?

Lessons learned on these projects The web is changing: From – static information To – communities and relationships Google likes blogs , but not static websites To be relevant: Start to change the way we deliver information & services Make it real, engage, communicate, interact

The web is changing:

From – static information

To – communities and relationships

Google likes blogs , but not static websites

To be relevant:

Start to change the way we deliver information & services

Make it real, engage, communicate, interact

Take home messages Government 2.0 is more than just the Web 2.0 stuff To succeed is easy, but: Takes planning, make strategy, leverage expert web2.0 know-how Gov 2.0 is an opportunity to: Engage in the conversation – be responsive Build relationships – establish trust Speak their language – ‘ plain English ’ Make it user-centred , not Program specific Help lead people to the important government stuff

Government 2.0 is more than just the Web 2.0 stuff

To succeed is easy, but:

Takes planning, make strategy, leverage expert web2.0 know-how

Gov 2.0 is an opportunity to:

Engage in the conversation – be responsive

Build relationships – establish trust

Speak their language – ‘ plain English ’

Make it user-centred , not Program specific

Help lead people to the important government stuff

… the future is the bazaar

Fin Questions? Management & Technology

Questions?

Government 2.0 Trends and adoption strategies Management & Technology

Trends and adoption strategies

Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology Blog: magia3e.wordpress.com Twitter: magia3e Slideshare: www.slideshare.net/magia3e Email: mhodgson@smsmt.com Mobile: 0404 006695 Management & Technology

Blog: magia3e.wordpress.com

Twitter: magia3e

Slideshare: www.slideshare.net/magia3e

Email: mhodgson@smsmt.com Mobile: 0404 006695