Innovating online public communication in ItalyCopertina From social media to social meaningfulness Brussels, February 16 2012 Daria Santucci, Communications Expert
OutlineEnte/natura e missione 1. Framework Italy and the internet 2. Case study Torino Chamber of Commerce 3. Challenges Social meaningfulness 4. Guidelines Next Gov 4 Web
1. Framework Italy and the Internet Personal media in the digital era Mediaterranean diet At least once a week TV 97.4 Radio 80,2 Written € press 47.8 -7% Internet 53.1 +6% (2009-2011) Only audiovisual 28.6 not concerned < digital divideAudiovisual + Internet 17 45.6 by written press > press divide
1. Framework Italy and the Internet Domestic users35.8 mlnpeople access Internet+6.9% 2010 +55.4% mobile 1/3 of online time spent onUsage (in%) social networks and blogsFinding places 37,9Listening to music 26,5Booking a trip 18,0Administrative tasks 9,7 88% of youngsters is on FacebookBooking a medical visit 3,9 […]
1. Framework Italy and the Internet Public administration PA official30% accounts on > information social media < consultation (on +247 public bodies) Mainly news, few interactions Mainly one-way communication. Few interactions, comments not allowed. Often duplicating websites content. Comments allowed, interaction not fully exploited
2. Case Study Torino Chamber of Commerce Torino Chamber of commerce At a glanceEnte/natura e missione Public institution Representing 238,000 companies Mission 1. providing administrative services to entrepreneurs 2. monitoring market fairness 3. promoting local economy
2. Case Study Torino Chamber of Commerce Promoting the territoryEnte/natura e missione Networking Social media Internet to reach our is our culture for pilot-projects target audience 1.Services provision 1. The Chambers of 2.Information 1.Entrepreneurs Commerce’s system 3.Promotion 2.Associations 2. Local institutions 3.Professional orders 4.Consumers/Citizens Promotional budget Connected since the ’80s +290% in 10y
2. Case Study Torino Chamber of Commerce Social media strategyEnte/natura e missione Ne w ve on rsio 2450+ followers Ma n to rc be h 1, lau 20 nc 12 he Yes! Smiles 2011 d > 80,000 visualisations So what’s next?
3.Challenges Social meaningfulness Learning from experience In a community: 1 participant out of 100 is an active user,1, 9, 90 9 are occasional. Big numbers required.Few shared Need for more shared guidelines by governments.practices Specialised professionals required. Social networks have specific rules for interaction.Rules Public bodies need to adapt.
3.Challenges Social meaningfulness Working for the common goodForget the frameworkBe untrustworthy openUnderestimate reputationBe there “’coz everybody does” Being thereForget users are content-providers the right way Invest in quality of services Focus on mission and budget Promote sensitive innovations Create positive relations with target audiences Consider failures as opportunities for improvement
4. Guidelines Next Gov 4 Web Generating changeLearnCreate a core group of experts.Train the whole organisation,from officers to management. Explore Benchmark. Promote seminars with skilled professionals (i.e. on cloud computing).
4. Guidelines Next Gov 4 Web Generating change MonitorConstantly verify the online reputation. Don’t cheat on you: others won’t be that indulgent. Avoid fake official profiles.PlanDefine goals and strategies (i.e.Multiannual plan on Transparency).Choose the most suitable initiatives.
4. Guidelines Next Gov 4 Web Generating changeEvaluateGauge the effectiveness of your online presence.Measure the tangible outcome of online activities. Share Facilitate exchange in&out the organisation. Promote civic accountability. Experience openness.