MAKING SOCIAL MEDIA
WORK FOR PUBLIC
AGENCIES
Michael Netzley, PhD
www.communicateasia.asia
Michael Netzley, PhD
•  Daddy with three daughters & a son
•  PhD from the University of Minnesota
•  SMU since 2002
•  Re...
PUBLIC SECTOR
READINESS
Society, and the way citizens interact among
themselves and with governments, has also
changed thanks to ICT. New modes of...
Source:
United Nations E-government Survey 2012
“Singapore Among the Leaders”
Singapore’s Top 10 Ranking
Source:
United Nations E-government Survey 2012
Network Readiness at #2 Globally
Singapore, in many ways, is a world-leading
government when it comes to digital
adoption and e-gov. A fair assessment
woul...
BEGIN BY KNOWING
YOUR CONTEXT
Results from Singapore Web Survey (2009 - 12)
Activities of Singapore Web Users
Data collected from 2009-2012
n=1947
Top Reasons for Going Online
Reasons for going online have been constant from
2010-2012
Top Concerns when Going Online
Bottom 10 Activities in 2012
Top 10 Activities in 2012
How SG’s Netizens Use Time
ACTIVITY TIME SOURCES
Work (USA) 7.5 hours per day (avg) Bureau of Labor
Statistics
Work (SG) 8...
Creators
65%
Critics
75%
Collectors
52%
Joiners
81%
Spectators
97%
2009
Inactives
2%
• Publish or maintain a blog
• Update...
Creators
68%
Critics
80%
Collectors
54%
Joiners
86%
Spectators
97%
2010
Inactives
2%
• Publish or maintain a blog
• Update...
Creators
67%
Critics
74%
Collectors
74%
Joiners
90%
Spectators
99%
2011
• Publish or maintain a blog
• Update microblog
• ...
Creators
70%
Critics
64%
Collectors
58%
Joiners
96%
Spectators
99%
2012
• Publish or maintain a blog
• Update microblog
• ...
ICT Development Index (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank
2002
IDI 2007
Korea
(Rep.)
1 8.40 2 7.2...
ICT Access Subindex (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank
2002
IDI 2007
Korea
(Rep.)
10 8.21 14 7.4...
ICT Use Subindex (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank
2002
IDI 2007
Korea
(Rep.)
1 7.85 1 5.85 1 3...
ICT Skills Subindex (2002-10)
Economy Rank
2010
IDI 2010 Rank
2007
IDI 2007 Rank 2002 IDI 2007
Korea
(Rep.)
2 9.89 3 9.63 ...
Make data-driven decisions and ignore
anyone who tells you “what social
media is about.” Singapore remains
largely (not ex...
NEXT, KNOW YOUR
OBJECTIVE
Pick 1 Objective
Existing
Function
Groundswell
Alternative
How the Groundswell Changes Things
Research Listening Ongoing m...
Choose one objective and focus your
team. Choose key metrics in advance
that are aligned with your objective.
Measure freq...
DON’T FORGET THE
OTHER MEDIA
State of Trust in Government
State of Trust in Media
State of Consumer Receptivity
Considering the increased activism of
citizens since the 2011 GE, public
sector organizations need to actively
engage all ...
ENGAGING YOUR PUBLIC
Create Purpose-Driven Activities
DARPA Applied
MyHeartMap Challenge: Penn Med
•  Contest for team/individual to report the location of a
maximum number of Automatic Exte...
ENGAGING YOUR PUBLIC
Respond Rapidly, Even If Just To Say You Will Respond
Citizens Want Proactive Communication
All credit to http://staticc01.insing.com/images/0c/65/0f/00/pc_600x450.jpg
ENGAGING YOUR PUBLIC
Ask Better Questions
Crowdsourcing Comparison
Tan Siok Siok: Filmmaker
h"p://www.twi"amentary.com/	
  	
  
The Call for Submissions
Modernizing the Definition of Public
Relations
You will find a submission form on this website, t...
The Response
•  900 submissions
•  70 comments
•  16,000-plus page views
10 Most Submitted Words
•  “organization” (present in 388 submissions)
•  “public” (373)
•  “communication” (280)
•  “rela...
The Finalists: You Can Vote
Public relations is the management function of researching, communicating
and collaborating wi...
Compare the Questions
PRSA Twittamentary
•  they [DO WHAT] with/for
[WHOM] to [DO WHAT]
for [WHAT PURPOSE].
•  Share a gre...
How Does
Siok’s Example
Teach Us to
Trigger a
Response?
Ask for
Interesting
Examples, & You
Get Interesting
Examples. Ask
for Mundane….
Making sm work for public sect [aug 2013]
Making sm work for public sect [aug 2013]
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Making sm work for public sect [aug 2013]

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Public sector social media talk delivered at Singapore's Civil Service College. Data and examples targeting the needs of public sector communicators.

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Making sm work for public sect [aug 2013]

  1. 1. MAKING SOCIAL MEDIA WORK FOR PUBLIC AGENCIES Michael Netzley, PhD www.communicateasia.asia
  2. 2. Michael Netzley, PhD •  Daddy with three daughters & a son •  PhD from the University of Minnesota •  SMU since 2002 •  Research Fellow, Society for New Communication Research •  Founding Director, Teaching Excellence Initiative •  Visiting positions in Argentina, Berlin, Finland, Slovenia, and Japan •  Worked with IBM, Unilever, TCS, IHG, 3M, Singhealth, Mastercard, MFA, CPF, and MoE. •  Recipient, Champion’s Award, for innovative course design & delivery (CEEMAN)
  3. 3. PUBLIC SECTOR READINESS
  4. 4. Society, and the way citizens interact among themselves and with governments, has also changed thanks to ICT. New modes of engagement between governments and citizens, not only in the shape of new ways of delivering public services but also in terms of redefining governance mechanisms and social engagement, have appeared. - 2012 Networked Readiness Index
  5. 5. Source: United Nations E-government Survey 2012 “Singapore Among the Leaders”
  6. 6. Singapore’s Top 10 Ranking Source: United Nations E-government Survey 2012
  7. 7. Network Readiness at #2 Globally
  8. 8. Singapore, in many ways, is a world-leading government when it comes to digital adoption and e-gov. A fair assessment would also suggest that there is still plenty of opportunity to improve, be even better, and grow in our ability to serve the citizens of this nation.
  9. 9. BEGIN BY KNOWING YOUR CONTEXT Results from Singapore Web Survey (2009 - 12)
  10. 10. Activities of Singapore Web Users Data collected from 2009-2012 n=1947
  11. 11. Top Reasons for Going Online Reasons for going online have been constant from 2010-2012
  12. 12. Top Concerns when Going Online
  13. 13. Bottom 10 Activities in 2012
  14. 14. Top 10 Activities in 2012
  15. 15. How SG’s Netizens Use Time ACTIVITY TIME SOURCES Work (USA) 7.5 hours per day (avg) Bureau of Labor Statistics Work (SG) 8.5 hours per day (avg) AsiaOne (1 in 5 works 11+ hours per day) Television (USA) 2.7 hours per day (avg) 18.9 hours per week BLS 50% of free time Television (SG) 12 hours per week We Are Social Internet Use (SG) 25 hours per week We Are Social Singapore spends 25,000,000 hours each month watching online video (We are Social)
  16. 16. Creators 65% Critics 75% Collectors 52% Joiners 81% Spectators 97% 2009 Inactives 2% • Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Contribute to Wiki • Post online reviews and ratings • Contribute to online forums • Comment on blogs • Vote for websites • Read RSS feeds • Use social bookmarking • Use social networking sites • Read blogs/Follow microblog updates/ Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums • None of the above activities
  17. 17. Creators 68% Critics 80% Collectors 54% Joiners 86% Spectators 97% 2010 Inactives 2% • Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Create audio content • Contribute to Wiki • Post online reviews and ratings • Comment on blogs • Vote for websites • Contribute to online forums • Read RSS feeds • Use social bookmarking • Use social networking sites • Read blogs/Follow microblog updates/ Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums, wikis • None of the above activities
  18. 18. Creators 67% Critics 74% Collectors 74% Joiners 90% Spectators 99% 2011 • Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Create audio content • Contribute to Wiki • Post online reviews and ratings • Comment on blogs • Vote for websites • Read RSS feeds • Use social bookmarking • Tag content online • Use social networking sites • Read blogs/Follow microblog updates/ Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums, wikis • None of the above activitiesInactives 1%
  19. 19. Creators 70% Critics 64% Collectors 58% Joiners 96% Spectators 99% 2012 • Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Create audio content • Contribute to Wiki • Post online reviews and ratings • Comment on blogs • Vote for websites • Read RSS feeds • Use social bookmarking • Tag content online • Curate content online • Use social networking sites and location-based services • Read blogs/Follow microblog updates/ Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums, wikis, stories on content curation websites • None of the above activities Inactives 1%
  20. 20. ICT Development Index (2002-10) Economy Rank 2010 IDI 2010 Rank 2007 IDI 2007 Rank 2002 IDI 2007 Korea (Rep.) 1 8.40 2 7.26 3 5.83 Sweden 2 8.23 1 7.50 1 6.05 Iceland 3 8.06 5 7.14 2 5.88 Hong Kong, China 6 7.79 11 6.70 12 5.10 Japan 13 7.42 12 6.64 18 4.82 Australia 14 7.36 14 6.58 13 5.02 Singapore 19 7.08 15 6.57 16 4.83 Malaysia 58 4.45 52 3.79 50 2.74 Thailand 89 3.30 63 3.44 70 2.17 China 80 3.55 73 3.11 90 1.95
  21. 21. ICT Access Subindex (2002-10) Economy Rank 2010 IDI 2010 Rank 2007 IDI 2007 Rank 2002 IDI 2007 Korea (Rep.) 10 8.21 14 7.48 9 6.82 Sweden 5 8.57 1 8.67 1 7.68 Iceland 2 8.91 4 8.48 3 7.40 Hong Kong, China 1 9.06 3 8.53 7 6.86 Japan 27 7.14 27 6.89 20 5.93 Australia 24 7.22 19 7.24 19 5.97 Singapore 11 8.14 11 8.06 13 6.54 Malaysia 65 4.70 60 4.14 52 2.73 Thailand 89 3.62 63 3.99 81 1.74 China 85 3.86 64 3.87 71 1.95
  22. 22. ICT Use Subindex (2002-10) Economy Rank 2010 IDI 2010 Rank 2007 IDI 2007 Rank 2002 IDI 2007 Korea (Rep.) 1 7.85 1 5.85 1 3.21 Sweden 2 7.55 3 5.48 3 2.89 Iceland 8 6.58 11 4.80 2 3.10 Hong Kong, China 10 6.46 13 4.64 7 2.45 Japan 5 7.08 4 5.41 18 1.96 Australia 9 6.57 12 4.68 15 2.00 Singapore 15 6.03 10 4.83 14 2.01 Malaysia 50 3.15 40 2.26 27 1.09 Thailand 93 1.05 73 0.78 63 0.26 China 72 1.73 71 0.81 74 0.17
  23. 23. ICT Skills Subindex (2002-10) Economy Rank 2010 IDI 2010 Rank 2007 IDI 2007 Rank 2002 IDI 2007 Korea (Rep.) 2 9.89 3 9.63 6 9.07 Sweden 19 8.89 9 9.17 3 9.14 Iceland 10 9.3 10 9.14 23 8.43 Hong Kong, China 52 7.92 62 7.16 65 6.85 Japan 28 8.66 26 8.60 28 8.31 Australia 11 9.21 13 9.05 2 9.17 Singapore 73 7.08 66 7.07 56 7.02 Malaysia 92 6.57 96 6.15 86 6.07 Thailand 69 7.18 50 7.65 67 6.83 China 93 6.55 94 6.21 99 5.53
  24. 24. Make data-driven decisions and ignore anyone who tells you “what social media is about.” Singapore remains largely (not exclusively) a market of consumers and not content creators. Can you reasonably expect such a market condition to generate a rich conversation every time you share a message?
  25. 25. NEXT, KNOW YOUR OBJECTIVE
  26. 26. Pick 1 Objective Existing Function Groundswell Alternative How the Groundswell Changes Things Research Listening Ongoing monitoring of customer convos with each other vs occasional survey or focus group Marketing Talking Stimulating and participating in customer convos with each other versus one-way broadcasts Sales Energizing Making it possible for enthusiastic customers to sell each other Support Supporting Enabling customers to support each other Development Embracing Helping customers work with each other to come up with ideas to improve products and services
  27. 27. Choose one objective and focus your team. Choose key metrics in advance that are aligned with your objective. Measure frequently and fail fast to drive faster learning and execution.
  28. 28. DON’T FORGET THE OTHER MEDIA
  29. 29. State of Trust in Government
  30. 30. State of Trust in Media
  31. 31. State of Consumer Receptivity
  32. 32. Considering the increased activism of citizens since the 2011 GE, public sector organizations need to actively engage all types of media in order to effectively convey their message. Not doing so is the equivalent of knowingly allowing a one-sided conversation where others set the agenda.
  33. 33. ENGAGING YOUR PUBLIC Create Purpose-Driven Activities
  34. 34. DARPA Applied
  35. 35. MyHeartMap Challenge: Penn Med •  Contest for team/individual to report the location of a maximum number of Automatic External Defibrillators (AED) •  $10,000 prize of 750 AEDs reported in total, or 500 reported by a single entry; also 200 “golden” AEDs which earn the submitting team $50 •  January 31 – March 13, 2012 •  More than 1500 AEDs submitted by 300+ teams •  2 $9000 prizes to two people submitting 400+ each •  Database given to the public and 911
  36. 36. ENGAGING YOUR PUBLIC Respond Rapidly, Even If Just To Say You Will Respond
  37. 37. Citizens Want Proactive Communication All credit to http://staticc01.insing.com/images/0c/65/0f/00/pc_600x450.jpg
  38. 38. ENGAGING YOUR PUBLIC Ask Better Questions
  39. 39. Crowdsourcing Comparison
  40. 40. Tan Siok Siok: Filmmaker h"p://www.twi"amentary.com/    
  41. 41. The Call for Submissions Modernizing the Definition of Public Relations You will find a submission form on this website, the idea for which originated at our summit meeting. Some of the “standard” definitions of marketing and advertising the group collectively liked had the following basic elements: they [DO WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]. The group thought it best to adopt a similar approach for a modern definition of public relations. Submit Your Definition of Public Relations Here
  42. 42. The Response •  900 submissions •  70 comments •  16,000-plus page views
  43. 43. 10 Most Submitted Words •  “organization” (present in 388 submissions) •  “public” (373) •  “communication” (280) •  “relationship(s)” (260) •  “stakeholders” (172) •  “create” (170) •  “mutual” (158) •  “understand” (153) •  “build” (152) •  “audiences” (147)
  44. 44. The Finalists: You Can Vote Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.
  45. 45. Compare the Questions PRSA Twittamentary •  they [DO WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]. •  Share a great story that answers the question: what is the most interesting thing that happened to you because of Twitter?
  46. 46. How Does Siok’s Example Teach Us to Trigger a Response?
  47. 47. Ask for Interesting Examples, & You Get Interesting Examples. Ask for Mundane….

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