Government 2.0 - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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

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

The Bazaar as Gov 2.0
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

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

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

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

How to make it relevant to peoples’ needs?
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

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

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

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

… the future is the bazaar

Fin
Questions?
Management & Technology

Government 2.0
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

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Government 2.0 - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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