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Datamatix gitex conference_govt_social_media_22_oct_2013

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  • 1. Government Social Media- Global Trends Government Social Media-Global Trends & its Impact Dr. Usman Zafar Country Manager – MENA Usman.zafar@init.ae Dubai, 22.10.2013
  • 2. Government Social Media- Global Trends ]init[ in a Minute Specializing in IT Solutions for Governments, Administrations, NGOs, Financial Institutions and Businesses since its Founding (1995) Privately Held & Technology Independent Over 200 Employees in five Departments: Applications & Platforms Consulting Content & Media Services Creative & Portals Operations Business Volume 2011: 22 Million Euro (thereof over 80% in public sector) Certified Quality Management (ISO 9001:2000) and Certified IT Security Operations Management (ISO 27001)
  • 3. Government Social Media- Global Trends UN Survey 2012: Selected UAE Scorings UAE now rank 28 in the E-Government Development Index UAE are highlighted as a top performer and rank 8 in one-stop-government (“whole of government”) UAE rank 12 in online service sophistication Among South Korea UAE scores very high (100 %) for the indicator “e-decision making” (e.g.Government provides confirmation receipt on citizen sent communication; Government provide outcome on feedback received from citizens concerning the improvement of their services) Low medium scorings for the indicators e-information (50%) and e-consultation (54%)
  • 4. Government Social Media- Global Trends Strategy of Adoption: Establish your own networks and channels
  • 5. Government Social Media- Global Trends Strategy of Adoption: Examples for Government Platforms US Department of Homeland Security - civil servants - external experts - 50,000 members Federal Ministry of Economics & Technology - corporations - civil servants - 1,760 members Federal Ministry of Foreign Affairs - diplomats - Members of int. organizations Federal Ministry for Family & Youth - citizen - external experts German Police Forces - police - 270,000 user - 300 Cont.Mg. - launch 2009 - personal profiles, wikis, forums, blogs, topic groups, job search - launch 2012 - personal profiles, customized homepage, forums, tagging, business opportuniy matching, - launch 2008 - personal profiles, career service, address directory, forums, wikis - launch 2011 - discuss and create policy for usage of Internet by children - launch 1999 - closed user groups, DMS, wikis, forums, surveys, business applications
  • 6. Government Social Media- Global Trends Strategy of Adoption: References by ]init[ EXTRAPOL Extranet and collaboration platform of the German police forces Numbers: 270,000 Users, 300 Content Manager Scope: Closed User Groups Wikis, Forums DMS Surveys Business intelligence applications for law enforcement procedures and cross level cooperation
  • 7. Government Social Media- Global Trends 86% Don’t want to go without EXTRAPOL anymore 50.000 hits per day potential users Use it for transnational reasons 40% registered users in closed user groups 12.000 270.000 20% Use besides the information space also the collaboration space * Taken from a policemen online survey and (web) statistics Use it daily 75%
  • 8. Government Social Media- Global Trends Why Government needs to Embrace Social Media for better Public Engagement?
  • 9. Government Social Media- Global Trends Traditional Communications Tools in 2012 New
  • 10. Government Social Media- Global Trends What do you want to achieve? Use Social Media to listen Use Social Media to ask questions Use Social Media to extend your contacts Use Social Media to drive your existing contacts Use Social Media to sell your IP Use Social Media to sell your products or services
  • 11. Government Social Media- Global Trends The Social Media Landscape is Rather Stable
  • 12. Government Social Media- Global Trends „The stronger the extent of personal concernment, the more relevant and controversial the issue, the stronger the factual participation opportunities, the lower the effort and time, the higher the personal added value and the better the quality assessment during the participation process, … the more successful the eParcticiation process and people‘s engagement. (J. Bogumil 1999 – „All politics is local“)
  • 13. Government Social Media- Global Trends THINK. Of the possibilities.
  • 14. Government Social Media- Global Trends IMAGINE. The implications.
  • 15. Government Social Media- Global Trends WITNESS. The revolution.
  • 16. Government Social Media- Global Trends Companies in the Middle East spent 22% on digital while 58% are increasing digital budgets next year.
  • 17. Government Social Media- Global Trends $90B spent in MENA in 2012 alone. online
  • 18. Government Social Media- Global Trends SOCIAL MEDIA influences company reputations, shapes brands.
  • 19. Government Social Media- Global Trends Social Media users as a percentage of all Internet users 67% of Internet users engage with Social Media Source: comScore World Metrix
  • 20. Government Social Media- Global Trends Social Media users by global region 9.17% 5.20% 34.55% 22.61% 28.47% Asia Pacific Europe North America Latin America Based upon unique visitors in June 2013 Source: comScore World Metrix Mid East/Africa
  • 21. Government Social Media- Global Trends Global use of Social Media 82.9% Source: UM Wave 3 72.8% 63.2% 57.3% 54.8% 52.2% 45.2% 33.7%
  • 22. Government Social Media- Global Trends Is Government really ready to have a conversation for better Public Engagement? United Arab Emirates Case Study
  • 23. Emirates eGovernment Case Study The Problem / The Opportunity  And the same situation applies for local government entities across the country BUT…
  • 24. Emirates eGovernment Case Study The Problem / The Opportunity For most of them, social media is an unchartered territory. So, they needed advises on how to decide on key social media issues
  • 25. Emirates eGovernment Case Study The Problem / The Opportunity This shift towards social media adoption is a trend across GCC
  • 26. Emirates eGovernment Case Study The Problem / The Opportunity Key driving opportunities: contributing to the national agenda of UAE
  • 27. Emirates eGovernment Case Study The Problem / The Opportunity Key driving opportunities: contributing to the national agenda of UAE  Enhancing the cross-government collaboration  Enriching public engagement  Maximizing the public value delivered to the citizens
  • 28. Emirates eGovernment Case Study The Problem / The Opportunity Enhancing the cross-government collaboration Many government entities in UAE tend to work in “silos” or “competitive” modes Source: Salem, F. and Jarrar, Y. 2009. Cross Agency Collaboration in the UAE Government, the Role of Trust and Impact of Technology. Dubai School of Government.
  • 29. Emirates eGovernment Case Study The Problem / The Opportunity Enhancing the cross-government collaboration Social networking is considered by government employees among the top technologies that could increase the level of collaboration within the UAE government Source: Salem, F. and Jarrar, Y. 2009. Cross Agency Collaboration in the UAE Government, the Role of Trust and Impact of Technology. Dubai School of Government.
  • 30. Emirates eGovernment Case Study The Problem / The Opportunity Enriching public engagement UAE is among top 10 countries in Facebook usage 70.00 66.56 60.00 52.38 51.01 50.76 50.00 50.40 48.08 46.22 45.92 45.38 44.92 US UK UAE Australia 40.00 30.00 20.00 10.00 0.00 Iceland Hong Kong Canada Norway Source: Arab Social Media Report – Dubai School of Government, 2011. Singapore Denmark
  • 31. Emirates eGovernment Case Study The Problem / The Opportunity Enriching public engagement Almost half of UAE population has accounts on Facebook 45.38 50.00 42.93 45.00 33.95 40.00 34.27 35.00 30.00 23.11 25.00 17.06 20.00 12.24 15.00 7.55 10.00 5.00 0.08 0.17 0.74 0.74 0.90 1.07 1.19 1.26 5.24 5.49 3.74 3.99 0.00 Source: Arab Social Media Report – Dubai School of Government, 2011. 10.76 7.55 20.64 17.55
  • 32. Emirates eGovernment Case Study The Problem / The Opportunity As a result, government entities in UAE can leverage the power of social media to enrich citizen engagement and improve public services. Otherwise, we might witness a “Government-Society Social Media Divide”
  • 33. Emirates eGovernment Case Study The Solution / The Challenge To develop policy guidelines for government entities in UAE on how to use social media tools in responsible, safe and effective manners to communicate with the public and engage them in designing government programs and services and delivering
  • 34. Access Management Legal Issues Account Management Content Management Public Conduct Policy Issues Employee Conduct Privacy Security Government agencies’ unique challenges with using Emirates eGovernment Social Media Policysocial media Guidelines
  • 35. Government Social Media- Global Trends The Social Media ROI Cycle Adoption of social media happens in three distinct stages Stage 1: Launch Stage 2: Management Stage 3: Optimization Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.
  • 36. Government Social Media- Global Trends The Social Media ROI Cycle Launching the Big 4 1 2 3 Stage 1: Launch 100% of the efforts are typically focused on launching the Big 4: LinkedIn, Facebook, Twitter and YouTube. (Some companies dive into the Big 4 Plus More which include blogs, SlideShare, enewsletters, Flickr, etc.) •Approach: Executional •Focus: Short-Term •Objective: To Have a Social Media Presence •Results: Negligible Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer
  • 37. Government Social Media- Global Trends The Social Media ROI Cycle Qual. Quant. Big 4 plus More Creative New initiatives 1 Stage 2: Management In Stage 2, approximately 60% of a company’s focus is 2 on the Big 4 (or the Big 4 Plus More), 10% of the focus is on creative and offer development, 20% on quantitative metrics (traffic, inbound links, likes, etc.) 3 and 10% on qualitative metrics (brand sentiment, surveys, polls, etc.). •Approach: Tactical •Focus: Mid-Term •Objective: Customer Engagement Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer •Results: Increased Traffic
  • 38. Government Social Media- Global Trends The Social Media ROI Cycle Stage 3: Optimization Approximately 25% of the focus is on the Big 4 Plus More,10% on creative and offers, 10% on quantitative metrics, 10% on qualitative metrics, 25% on improving conversion and optimizing the campaign and 20% on tracking profits and ROI. •Approach: Strategic •Focus: Long-Term •Objective: Social Media ROI •Results: Revenue Growth 1 2 ROI Big 4 plus More 3 Conversion/ Optimization Creative Quant. Qual. New initiatives Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer
  • 39. Government Social Media- Global Trends 7 Important factors to be kept in mind for better customer service via social media
  • 40. Government Social Media- Global Trends © Daemon Group 2008 www.da emondi
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  • 47. Government Social Media- Global Trends Success factors for apps jan-lars.bey@init.de CeBIT, 7.03.2013
  • 48. Government Social Media- Global Trends Key to success #1: clearly defined use cases The use case has to be attractive. Ask yourself the following questions: Who is your target group? What is your aim? What kind of added value does the app provide for its target audience? What kind of services should the app offer? What kind of location-independent services can be offered? What does the use case look like? How to make use of the smartphones functionalities (GPS, camera, sensors, Internet access, voice input)? Is it a reoccuring use case? CeBIT, jan-lars.bey@init.de Are there any restrictions7.03.2013 (internet
  • 49. Government Social Media- Global Trends Key to success #1: clearly defined use cases The use case has to be attractive. time place How much time do I have? Where am I right now? aim What do I want to achieve? sentiment How do I feel?
  • 50. Government Social Media- Global Trends Key to success #1: clearly defined use cases using a device is context-dependend laptop tablets smartphones on the go and at home to communicate and connect Fast information access mainly at home for entertainment & surfing no time limit in relaxed atmosphere At home or in the office To get tasks done, that are time-consuming and need special attention
  • 51. Government Social Media- Global Trends Social Media in Government: 8 Best Practices Based on Lessons Learned 1. Mission drives everything: clarity is crucial 2. Let policy guide, but not paralyze you 3. Know the environment 4. Consider a pilot as a proof-of-concept 5. Secure support of senior leaders 6. Create internal cross-functional alignment 7. Roll out, don’t launch 8. Keep listening & let what you hear inform your participation
  • 52. Government Social Media- Global Trends Thank you very much. Dr Usman Zafar Country Manager- ]init] ME Email:usman.zafar@init.ae Cell: +971556348894 www.init.ae name.surname@init.de Location, 10/27/2013