Digital Conversations
                                  Using Digital Technologies to Reach
                              ...
Digital has changed the way
                                    we interact, how fast we
                                 ...
Remember this?




Christian Idicula // idicula.ca
Apple changed the landscape




Christian Idicula // idicula.ca
Today they have done it again




Christian Idicula // idicula.ca
Level of engagement




                                  Speed of delivery
Christian Idicula // idicula.ca
Technology is everywhere




                            Est. 20 million mobile phone users in Canada
                    ...
Critical trends shaping society


                                  “Conversations Economy”


                            ...
Conversation Economy
         • More than “social networking”

         • Conversations are more than just talking

      ...
Campaigning: Elect Don Iveson




Christian Idicula // idicula.ca
Campaigning: Obama ‘08




Christian Idicula // idicula.ca
Simply belonging to the latest
                   social network isn’t a web
                    strategy in and of itself...
Cloud Computing
                  •  Moving away from desktop applications to
                     Web applications

     ...
Crowdsourcing

            Knowledge and ideas are not centrally
          contained. They are dispersed amongst the
     ...
Human Hierarchy     Creative Collaboration




               The way we’ve organized   The way we actually behave
       ...
Collaboration




Christian Idicula // idicula.ca
Bookmark sharing




Christian Idicula // idicula.ca
Community advice




Christian Idicula // idicula.ca
Microblogging




Christian Idicula // idicula.ca
Brand-Consumer Collaboration




Christian Idicula // idicula.ca
Separating reality from hype




                          Closed gardens vs. Open dialogue

                             ...
Who are we talking to?




Christian Idicula // idicula.ca
Your Audience = Real People 




Christian Idicula // idicula.ca
People are more than a title




Christian Idicula // idicula.ca               Source: D. Armano // L + E
“People – online or offline – have
                 learned from experience not to
                    expect consistency ...
Example:
                             New Zealand Police Act
         • National police force set up a wiki to solicit
   ...
Example:
                 BC Ministry of Transportation
         • Combining MapQuest data with real-time
           traff...
Example: CNN / YouTube
         • During the Republican and Democratic
           debates in the US, anyone from around th...
Example: Diplopedia
         • US Department of State

         • Repository of organizational knowledge

         • Enabl...
Example: Intellipedia
         • Created by Director of National Intelligence
         • “Wikified” but highly secured int...
Challenges
         •  The value is not always quantifiable
                  –  It’s not about profit or loss


         ...
Your biggest challenge is this:




                                  People are busy, on-the-go, and can tune out message...
Effectively using digital tools
         •  Create an experience across channels
         •  Provide opportunities for mea...
Consistent experience
         •  People want simple, comprehensive ways
            to manage their lives
               ...
Meaningful engagement
         •  Interactions should be efficient yet
             rewarding
                  –  It’s no...
Relevant content
         •  Deliver the content
                  –  Sharing information is critical to the
             ...
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Digital Conversations: Reaching and Engaging Citizens

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This was a presentation I made to the Alberta Public Service at their Policy Conference on June 11, 2008.

Published in: Business, Spiritual
  • Slide 23 should be titled 'Your Audience = Real People'. Somehow the title was mangled in the uploading process.
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Digital Conversations: Reaching and Engaging Citizens

  1. 1. Digital Conversations Using Digital Technologies to Reach and Engage Citizens Christian Idicula // idicula.ca
  2. 2. Digital has changed the way we interact, how fast we react, and the space in which we act Christian Idicula // idicula.ca
  3. 3. Remember this? Christian Idicula // idicula.ca
  4. 4. Apple changed the landscape Christian Idicula // idicula.ca
  5. 5. Today they have done it again Christian Idicula // idicula.ca
  6. 6. Level of engagement Speed of delivery Christian Idicula // idicula.ca
  7. 7. Technology is everywhere Est. 20 million mobile phone users in Canada 3 billion worldwide Laptops lead the growth in computer sales Christian Idicula // idicula.ca Bloomberg. 5 June 2008
  8. 8. Critical trends shaping society “Conversations Economy” “Cloud Computing” Christian Idicula // idicula.ca
  9. 9. Conversation Economy • More than “social networking” • Conversations are more than just talking • Listening. Meaningful Engagement. • Sharing ideas. Influencing choices. Christian Idicula // idicula.ca
  10. 10. Campaigning: Elect Don Iveson Christian Idicula // idicula.ca
  11. 11. Campaigning: Obama ‘08 Christian Idicula // idicula.ca
  12. 12. Simply belonging to the latest social network isn’t a web strategy in and of itself -  Jordan Behan, telltenfriends.com “The Age of Conversation” Christian Idicula // idicula.ca
  13. 13. Cloud Computing •  Moving away from desktop applications to Web applications •  Reflects the ubiquity of the Internet •  Started with portals •  Google is the flag-bearer •  Gmail, Calendar, Docs, Reader, iGoogle, Scholar, etc. Christian Idicula // idicula.ca
  14. 14. Crowdsourcing Knowledge and ideas are not centrally contained. They are dispersed amongst the crowd. Christian Idicula // idicula.ca
  15. 15. Human Hierarchy Creative Collaboration The way we’ve organized The way we actually behave ourselves Christian Idicula // idicula.ca Source: D. Armano // L + E
  16. 16. Collaboration Christian Idicula // idicula.ca
  17. 17. Bookmark sharing Christian Idicula // idicula.ca
  18. 18. Community advice Christian Idicula // idicula.ca
  19. 19. Microblogging Christian Idicula // idicula.ca
  20. 20. Brand-Consumer Collaboration Christian Idicula // idicula.ca
  21. 21. Separating reality from hype Closed gardens vs. Open dialogue Which will outlast the other? Christian Idicula // idicula.ca
  22. 22. Who are we talking to? Christian Idicula // idicula.ca
  23. 23. Your Audience = Real People  Christian Idicula // idicula.ca
  24. 24. People are more than a title Christian Idicula // idicula.ca Source: D. Armano // L + E
  25. 25. “People – online or offline – have learned from experience not to expect consistency when communicating with the government – except from the tax agency” Colin McKay, canuckflack.com “The Age of Conversation” Christian Idicula // idicula.ca
  26. 26. Example: New Zealand Police Act • National police force set up a wiki to solicit public input to the New Zealand Police Act before being sent to parliament • Citizens to help edit a piece of pending legislation Christian Idicula // idicula.ca
  27. 27. Example: BC Ministry of Transportation • Combining MapQuest data with real-time traffic data to provide timely advisories to motorists • Allows citizens to make better use of the overtaxed road network Christian Idicula // idicula.ca
  28. 28. Example: CNN / YouTube • During the Republican and Democratic debates in the US, anyone from around the world could submit questions to the candidates • Demonstrates how citizens can become actively involved in the electoral process by leveraging tools with which they are already familiar Christian Idicula // idicula.ca
  29. 29. Example: Diplopedia • US Department of State • Repository of organizational knowledge • Enables foreign service officials to share vital information with colleagues around the world Christian Idicula // idicula.ca
  30. 30. Example: Intellipedia • Created by Director of National Intelligence • “Wikified” but highly secured intelligence portal • Promote better intelligence gathering and sharing across a variety of federal intelligence agencies • Helping to build bridges between younger employees and their senior peers Christian Idicula // idicula.ca
  31. 31. Challenges •  The value is not always quantifiable –  It’s not about profit or loss •  Opening up can be a culture shock –  Not everything can be controlled or filtered •  Requires a dedicated effort to succeed –  Half-hearted is barely noticed Christian Idicula // idicula.ca
  32. 32. Your biggest challenge is this: People are busy, on-the-go, and can tune out messages they don’t want to hear Christian Idicula // idicula.ca Source: D. Armano // L + E
  33. 33. Effectively using digital tools •  Create an experience across channels •  Provide opportunities for meaningful engagement •  Deliver relevant content Christian Idicula // idicula.ca
  34. 34. Consistent experience •  People want simple, comprehensive ways to manage their lives –  Healthcare, education, registrations •  Provide a consistent experience across multiple channels –  Every touch point is important Christian Idicula // idicula.ca
  35. 35. Meaningful engagement •  Interactions should be efficient yet rewarding –  It’s not a numbers game •  Ease of use is critical –  Their success is your success •  Conversations are exchanges, not lectures –  Citizens can provide valuable returns Christian Idicula // idicula.ca
  36. 36. Relevant content •  Deliver the content –  Sharing information is critical to the conversation •  Giving up some control –  Failures are due to tight grips •  Multi-channel strategy –  All channels should work together Christian Idicula // idicula.ca

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