Start Up Digital Diplomacy


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Presentation delivered at the Social Networking Conference in Beverly Hills, CA.

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Start Up Digital Diplomacy

  1. 1. Start-Up Digital Diplomacy Innovating Israel’s Engagement with Global Society @IsraelLADillon
  2. 2. Start-Up Digital Diplomacy The story of how one foreign mission innovated its diplomatic engagement with global society from the bottom-up.
  3. 3. Start-Up Digital Diplomacy <ul><li>How Diplomacy Works </li></ul><ul><li>Creating Digital Diplomats </li></ul><ul><li>Citizen Ambassadors: Crowdsourcing Public Diplomacy </li></ul><ul><li>Current Challenges </li></ul><ul><li>The Future </li></ul>
  4. 4. HOW DIPLOMACY WORKS Start-Up Digital Diplomacy
  5. 5. How Diplomacy Works <ul><li>Foreign Mission: Consulate General of Israel, Los Angeles (covers southwest US) </li></ul><ul><li>Nine Consulates Across the US, plus Embassy in DC </li></ul><ul><li>Primary Mission: Represent Israeli interests and policies to the United States to government and society </li></ul><ul><li>Limited human resource environment </li></ul>
  6. 6. How Diplomacy Works <ul><li>Composition of a Foreign Mission: </li></ul><ul><ul><li>Political Office </li></ul></ul><ul><ul><li>Media Relations </li></ul></ul><ul><ul><li>Academic Affairs </li></ul></ul><ul><ul><li>Community Affairs </li></ul></ul><ul><ul><li>Cultural Affairs </li></ul></ul><ul><ul><li>Economic Mission </li></ul></ul>
  7. 7. How Diplomacy Works Government to Government & Public Diplomacy
  8. 8. Government to Government <ul><li>Technical Exchanges </li></ul><ul><ul><li>Homeland Security best practices/technology </li></ul></ul><ul><ul><li>Environmental Technology (solar/wind/water) </li></ul></ul><ul><li>Economic Cooperation </li></ul><ul><li>Political Briefings </li></ul><ul><ul><li>Ensuring that members of Congress understand international issues. Affecting how they vote on bills. </li></ul></ul>
  9. 9. Public Diplomacy <ul><li>Academic Engagement (students/professors) </li></ul><ul><li>Community Relations </li></ul><ul><li>Press and Media </li></ul><ul><li>Culture (events/exchanges) </li></ul>
  10. 10. Traditional Diplomacy <ul><li>In-Person Meetings and Briefings </li></ul><ul><li>Print Newspaper Op-Eds </li></ul><ul><li>Large Scale Events </li></ul>
  11. 11. Internal Information Flow <ul><li>Diplomatic Information flows two ways: </li></ul><ul><ul><li>Government position/policy flows from national capital to foreign missions. </li></ul></ul><ul><ul><li>Local information flows to the capital from foreign missions: </li></ul></ul><ul><ul><ul><li>Political </li></ul></ul></ul><ul><ul><ul><li>Social moods </li></ul></ul></ul><ul><ul><ul><li>Economic opportunities </li></ul></ul></ul>
  12. 12. Public Information Flow <ul><li>Public diplomatic information flows from the foreign mission out to relevant segments of society. </li></ul><ul><li>Typically using traditional techniques. </li></ul><ul><li>For Israel, this interaction is being innovated from the bottom-up – from diplomatic officers rather than top down from the Ministry. </li></ul>
  13. 13. CREATING DIGITAL DIPLOMATS Start-Up Digital Diplomacy
  14. 14. The Space <ul><li>Foreign Mission Website (Core) </li></ul><ul><li>Email </li></ul><ul><li>Social Media </li></ul>
  15. 15. Branding The Space <ul><li>Consistent Brand Presence: </li></ul><ul><ul><li>Visual standards established for all channels </li></ul></ul><ul><ul><li>Content standards (textual, voice, etc) </li></ul></ul><ul><li>This practice tends to be rare for government. </li></ul>
  16. 16. Utilizing Diverse Social Channels <ul><li>Facebook / MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube / UStream </li></ul><ul><li>Other content sharing services </li></ul>
  17. 17. Disruptive Digital Diplomats Social media disrupts international relations. Israel uses existing disruptive tools, is developing new ones, and embracing disruptive agents.
  18. 18. Expanding Engagement <ul><li>Key Innovation: Expanding reach to distant community segments </li></ul><ul><ul><li>Rural </li></ul></ul><ul><ul><li>Broader demographic appeal </li></ul></ul><ul><ul><li>Broader ideological appeal </li></ul></ul>
  19. 19. Expanding Engagement <ul><li>Key Innovation: Emphasize personality over institution </li></ul><ul><li>Enable conversation rather than headline blasting </li></ul>
  20. 21. Expanding Engagement <ul><li>Key Innovation: Social media allows for 24hr anytime anywhere diplomatic interactions </li></ul>
  21. 22. The Digital Diplomat and the Flotilla <ul><li>Rich content and detailed material available on the foreign mission website </li></ul><ul><li>Twitter enabled real-time updates plus mass interaction/correcting misconceptions </li></ul><ul><li>Facebook enabled real-time updates, detailed reports posted, interaction with friends/fans </li></ul><ul><li>Briefings with bloggers </li></ul><ul><li>All content is shareable </li></ul>
  22. 23. The Digital Diplomat <ul><li>One diplomatic officer can literally reach tens of thousands of citizens around the world without leaving their desk </li></ul>
  23. 24. Digital Diplomats and Information Networks <ul><li>Recall the diplomatic officer's specialized functions </li></ul><ul><li>Social media becomes an up to the second intelligence resource </li></ul><ul><li>Digital Diplomats establish their own specialized information networks on Facebook and Twitter </li></ul><ul><li>Enables real time actionable intelligence </li></ul>
  24. 25. Citizen Ambassadors: Crowdsourcing Public Diplomacy Start-Up Digital Diplomacy
  25. 26. Citizen Ambassador Portal <ul><li>Online community for interested citizens </li></ul><ul><li>Objective is to inform citizens and provide the tools to inform their friends and family </li></ul><ul><li>Tapping into social trust </li></ul><ul><li>Allows for Israel-focused social interaction </li></ul><ul><li>Enables interactive rich content experience </li></ul>
  26. 28. Citizen Ambassador Portal <ul><li>Why utilize a custom social network over other platforms? </li></ul><ul><ul><li>Allows us to gain a clearer picture of society: demographics, interests, etc </li></ul></ul><ul><ul><li>Enables more focused and targeted interaction </li></ul></ul><ul><ul><li>The CAP is Facebook enabled for ease of use </li></ul></ul>
  27. 29. CURRENT CHALLENGES Start-Up Digital Diplomacy
  28. 30. Current Challenges <ul><li>INTEGRATED INFORMATION FLOW </li></ul><ul><ul><li>Internal communications: Dispersing rich content from HQ to foreign missions around the world and vice versa </li></ul></ul><ul><ul><li>External communications: Managing workflow among diplomatic officers and among various social networks. Twitter text vs. Facebook text </li></ul></ul><ul><ul><li>Integrated Social Steaming: Combining information networks for easy consumption </li></ul></ul>
  29. 31. Current Challenges <ul><li>Government Transparency = More Data </li></ul><ul><li>Current information management challenges compounded </li></ul><ul><li>Wide ranging implications: Political support, social support, international investment </li></ul>
  30. 32. THE FUTURE Start-Up Digital Diplomacy
  31. 33. The Future <ul><li>Increasing transparency (more and more data) </li></ul><ul><li>Increased citizen engagement </li></ul><ul><li>More informed global society (no islands) </li></ul><ul><li>Streamlined diplomacy </li></ul>