Government 2.0 - Trends and adoption strategies - WSG Web Standards Group - Nov 2008


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Matthew looks at examples from around Australia and the rest of the world in how governments are starting interact with citizens in online environments. He will draw from his recent experience in planning and scoping a web 2.0-style project to show how easy it is to move into a government 2.0 world.

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  • Government 2.0 - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

    1. Government 2.0 Trends and adoption strategies Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology Web Standards Group, November 2008 Management & Technology
    2. “… wikis can be used for collaboration with your stakeholders…”
    3. “… social computing tools can work in teams … less successful in organisations that love hierarchy and are process driven …”
    4. I ♥ Government 2.0 AGIMO Web 2.0 in Government seminar 5 Dec 2008!
    5. Podcasts and Slideshare Blog:
    6. 10 years of government online One-way communication Static web 330,000 inaccessible PDFs 106,000 Word docs 6,330 PowerPoint 500,000 static HTML Government voice Bureaucrat-speak Manual processes Careful editorial processes Disclaimers Program-based navigation Complex navigation Crafted communications Reactive Unresponsive Government voice Information-based Risk averse
    7. the web today? the web today? Social bookmarks Music Pictures Wikis Video casting Events Documents Video Video aggregation Events Customer service networks Niche networks Social networks SMS & voice Twitter Lifestreams Micromedia Blog Communities Blogs/ conversations Blog Platforms Comment and reputation Crowdsourced content
    8. the web today? … more about relationships, not information … … enabling human interaction …. online … access to people
    9. Mmmm…. President…
    10. I ♥ web stuff! 0.5 billion use social computing $UD 1.8 billion
    11. The many faces of Obama
    12. What style of government for Obama? <ul><li>Only about births, deaths and marriages </li></ul><ul><li>People come to ‘worship’ then leave </li></ul><ul><li>About religion </li></ul><ul><li>Preach from the pulpit </li></ul><ul><li>Where the people are </li></ul><ul><li>People come to talk, buy, sell, interact, eat, drink, socialise </li></ul><ul><li>About community </li></ul><ul><li>Talk in the streets </li></ul>Cathedral Bazaar
    13. What style of government for Obama? <ul><li>Where public policy is made </li></ul><ul><li>People get info and then leave </li></ul><ul><li>Focus on official government information </li></ul><ul><li>Communicate widely via expensive TV, radio, print </li></ul><ul><li>Where the people are </li></ul><ul><li>People come to talk, interact, collaborate </li></ul><ul><li>Focus on community and relationships </li></ul><ul><li>Communicate cheaply via word-of-mouth, discrete, targeted web channels </li></ul>Gov 1.0 Gov 2.0
    14. The Bazaar as Gov 2.0 <ul><li>It’s an opportunity to take government to the people! </li></ul><ul><li>Examples: </li></ul><ul><li>Blogs </li></ul><ul><li>Communities </li></ul><ul><li>Twitter </li></ul><ul><li>Wikis </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul>
    15. Government Blogs conversations, sharing, trust, identity, presence
    16. “ a survey into Canadian’s views on their government’s use of Web 2.0”
    17. “ We know he didn’t take [the photos]… but they are still real, authentic and human”
    18. Discus sustainability User stories
    19. by Colin McKay … a human face behind the message
    20. The UK’s PM goes where the conversation is
    21. Government Communities conversations, community, sharing, membership, trust, comments, criticisms
    22. Creating communities Engaging the public on policy
    23. Taking the conversation to the people. Making it about people and relationships
    24. Government on Twitter conversations, community, identity
    25. Taking the conversation to the people Making it about people and relationships
    26. Engaging and interacting with the public
    27. Government Wikis conversations, community, identity
    28. Making it easy to interact About community
    29. Putting a human face behind information
    30. Making your own communities
    31. Government on YouTube share, conversations
    32. Taking the conversation to the people
    33. Government on Flickr share, community, conversations, tag, comment
    34. Encouraging participation & interaction Taking it to the people
    35. Issues in Government
    36. But Web 2.0 in government is risky! … I think web 2.0 is really dangerous… Users contributing?! No strict editorial control?! Interacting directly with the public?
    37. The problem <ul><li>Research shows: </li></ul><ul><li>Government-speak hard to understand </li></ul><ul><li>Boring, uninteresting, ‘not another gov website’ attitude </li></ul><ul><li>Google & search engine optimisation: </li></ul><ul><li>Rank relationships and conversations higher </li></ul><ul><li>Rank ‘anonymous’ information lower </li></ul><ul><li>Gov info not getting high enough search profile </li></ul>
    38. Gov 2.0 adoption strategies <ul><li>Aims: </li></ul><ul><li>Make information accessible , relevant & easy to understand – no government ‘speak’ </li></ul><ul><li>Explore the new web world – learn as you go </li></ul><ul><li>Learn from others’ successes & failures </li></ul><ul><li>Be open about the project – what you’re doing and how </li></ul><ul><li>Share experiences with others </li></ul><ul><li>How? </li></ul><ul><li>Identify and engage existing communities </li></ul><ul><li>Grow our own community – thought leaders, interaction, engagement </li></ul><ul><li>Make it relevant – employ a user-centred design </li></ul>
    39. Frameworks for doing good Gov 2.0 Planning Project Execution User-engagement strategy Forrester’s POST methodology PMBOK for governance , managing risk, reporting and scheduling Jesse James Garrett’s Elements of User Experience for user-centred design Engage with users with web2.0 tools Identify goals of tools through applying Apply Karl Long’s Building Blocks of the Social Web
    40. Applying Forrester’s POST Source: Forrester, 2007 People: <ul><li>Assess your users’ social activities </li></ul><ul><li>Don't start a social strategy until you know the capabilities of your audience . </li></ul>Objectives: <ul><li>Decide what you want to accomplish </li></ul><ul><li>Is this about listening to citizens, talking with them, collaboration? </li></ul><ul><li>How you will measure success? </li></ul>Strategy: <ul><li>Figure out what will be different after you're done </li></ul><ul><li>Closer, two-way relationships? </li></ul><ul><li>Better access to your information ? </li></ul>Technology: <ul><li>A community. A wiki. A blog or a hundred blogs as a reflection of user interaction requirements </li></ul>
    41. Managing risk through good governance
    42. Create ‘interaction rules’ <ul><li>FutureMelbourne Wiki’s participation guidelines and rules for interaction: </li></ul><ul><li>Civility </li></ul><ul><li>Criticise ideas, not people </li></ul><ul><li>Consensus </li></ul><ul><li>No copyright material </li></ul><ul><li>Use your real name </li></ul><ul><li>No sock-puppetry </li></ul><ul><li>Be bold </li></ul><ul><li>Connect with others </li></ul><ul><li>Build the web </li></ul><ul><li>Dispute Resolution </li></ul>Source: FutureMelbourne Wiki, 2009
    43. How to make it relevant to peoples’ needs? <ul><li>Employ a user-centred design! </li></ul>
    44. Garrett’s ‘Elements of User-Experience’ <ul><li>Strategy: </li></ul><ul><li>Business strategy, identify users , plan for alignment of both </li></ul><ul><li>Scope: </li></ul><ul><li>Research users’ needs, wants, ‘green’ behaviour </li></ul><ul><li>Content based on users’ information needs </li></ul><ul><li>Structure: </li></ul><ul><li>Organise & structure how users want to consume information </li></ul><ul><li>Intuitive navigation and categories </li></ul><ul><li>Skeleton </li></ul><ul><li>Include widgets that encourage interaction – comments, ratings, tags </li></ul><ul><li>Surface: </li></ul><ul><li>Graphic design </li></ul>
    45. User-engagement strategy with web 2.0 tools <ul><li>Aims: </li></ul><ul><li>Engage people in their own communities </li></ul><ul><li>Engender trust in what we’re going and that it is of value to them </li></ul><ul><li>Build relationships </li></ul><ul><li>Share and be open about what we’re doing and how </li></ul><ul><li>Develop a web presence </li></ul><ul><li>Drive traffic to the website </li></ul>
    46. Drive traffic from Google
    47. Leverage conversations
    48. Conclusions learnings so far?
    49. Lessons learned on these projects <ul><li>The web is changing: </li></ul><ul><li>From – static information </li></ul><ul><li>To – communities and relationships </li></ul><ul><li>Google likes blogs , but not static websites </li></ul><ul><li>To be relevant: </li></ul><ul><li>Start to change the way we deliver information & services </li></ul><ul><li>Make it real, engage, communicate, interact </li></ul>
    50. Take home messages <ul><li>Government 2.0 is more than just the Web 2.0 stuff </li></ul><ul><li>To succeed is easy, but: </li></ul><ul><li>Takes planning, make strategy, leverage expert web2.0 know-how </li></ul><ul><li>Gov 2.0 is an opportunity to: </li></ul><ul><li>Engage in the conversation – be responsive </li></ul><ul><li>Build relationships – establish trust </li></ul><ul><li>Speak their language – ‘ plain English ’ </li></ul><ul><li>Make it user-centred , not Program specific </li></ul><ul><li>Help lead people to the important government stuff </li></ul>
    51. … the future is the bazaar
    52. Fin <ul><li>Questions? </li></ul>Management & Technology
    53. Government 2.0 <ul><li>Trends and adoption strategies </li></ul>Management & Technology
    54. Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology <ul><li>Blog: </li></ul><ul><li>Twitter: magia3e </li></ul><ul><li>Slideshare: </li></ul><ul><li>Email: Mobile: 0404 006695 </li></ul>Management & Technology