Next Generation Governance - Digital Engagement - Empowering Citizens Through Digital Innovation.

2. GOVERNMENT IN DIGITAL ERA
Government (at it’s basic level) is a mechanism for collaborative action for
social good.
Dynamic
Historical Context Agenda for Action
Perspective
Conceptual Economy: from Platform for brains outside of
Empower the creative and
industrial to conceptual government (Open
innovative
capitalism Government, Govt. 2.0)
Powered By Talents: Provide/preserve technical
Coordination, not command
creativity is the ultimate infrastructure that
and control
resource encourages creativity
Communication Revolution: Trust / rely on people with Develop new intellectual
allows so many more to be access to so much knowledge property rights for the
creative and information conceptual economy

3. GOVERNANCE NEED SHIFT
NEXT GENERATION Government which promotes use of
GOVERNMENT collaborative web 2.0 technology to solve
collective problems across all government.
city, province, country, international.
Government stripped down to it’s core,
rediscovered, re-imagined.
Government which has moved from the
“Need To Know” mindset to the “Need To
Share” mindset.
Government acting as a Platform for
Engagement and Collaboration.

4. CONNECT GOVERNMENT TO IMPROVE GOVERNMENT
Speed Up Citizen –
Citizen
Social Inclusion Government Government Gap
Centricity Processes Narrows
New Standardised Revenue Collection
Collaborative Public
Organisational Common / Spending
Policy Process
Model Infrastructure Efficiencies Gained
Back-office Quality Of Life Increased
Governance Improved Via Accountability For
Reorganisation Innovation Government
Pillars of Connected Government Impact of Connected Government

5. GOVERNMENT / CITIZEN MESSAGE FLOW
Government Encoding MEDIA Decoding Citizens
Selective Selective
Retention Attention
Noise
Selective
Distortion
Feedback Response

6. GOVERNMENT ACCESSIBILITY = MORE RESPECT
People like doing business with people they know …
… and love doing business with people they trust.
• is personal.
• requires risk-taking
• is about relationships, not transactions.
• is based on being willing to put the other’s needs first.
UNKNOWN RECOGNIZED LIKED RESPECTED
For Government, being a better messenger means moving from
the Less Known to the Most Respected.

7. EVOLVING CITIZEN
INFORMED • Seek where the Truth Lies
EMPOWERED • Know Value of Voicing their Opinion
CONNECTED • Quick, Easy, Cheap ways to be “Always On”
CREATIVE • Huge Reservoir of Untapped Creativity
“This is not a question of scale. It is a different way of existing”

8. EVOLVING WORLD
“The Key is Laying the foundation for an inclusive and sustainable ecosystem.”

9. EVOLVING MEDIA
STATIC INTERACTIVE OPEN
• Read Only • All Read & Few Write • All Read & All Write
MULTI DEVICE & MULTI
PLATFORM
TECHNOLOGY & INNOVATION REAL-TIME & INSTANTANEOUS
ACCOUNTABILITY &
EMPOWERMENT & VIRILITY
MEASUREMENT (ROI)
MARKETING &
INTERACTIVITY
“We must accept the fact that there is no mass in mass media anymore, and leverage
more targeted approaches“

10. EVOLVING MEDIUM
TODAY TOMORROW

11. EVOLVING MASS COMMUNICATION
"Advertising was designed to simulate word of mouth when word of mouth was
very inefficient. It isn’t any longer.”
• Overly focused on creating more usefulness and
Trust in ads has relevance with the advertisement messages.
fallen while its • Marketers have done almost nothing with the new
possibilities
structural • Participants are getting more and more annoyed by
capacity (reach) interruption and better and better at avoiding it.
of generating • Technology is presenting a new range of
opportunities.
influence has • Audience usage patterns are evolving.
also declined • Focus on the understanding of culture as the driver
for innovation is becoming more and more
substantially. prominent.

12. EVOLVING TECHNOLOGY
Social Media will be one
• Rapidly advancing consistent, prominent force
Communication & Media
technologies are making in the Government’s arsenal,
available new information as it lets large bureaucracies
flow and public relations
opportunities never seen engage customers/citizens
before. authentically.
Classmates Online Banking 6 Billion Online Friendster Bebo Twitter
Banner Ads MP3 Broadband LinkedIn Ning
E-Commerce MySpace Digg
Brand Websites Flickr
Adwords Dogster
Blogs
Facebook

13. EVOLVING GOVERNMENT
Openness will strengthen When you open up the access
to government data, there’s no
democracy and promote limit to what contribution
efficiency and effectiveness in people can do. It engages the
Government. TRANSPARENT imagination of citizens in
building the society.
AGILE PARTICIPATORY
COLLABORATIVE

14. GOVERNMENT 2.0 – CITIZEN CENTRIC
Blogs
Bookmarking &
Wikis Newspapers Tagging
Email Outdoor Content
Widgets
Aggregation
Interactive
Flyers
(Banner ads)
Crowd Sourcing
Virtual Worlds & Voting
Direct Mail Point-of-
Purchase
Ratings & Discussion Boards
Brochures Door-to-Door And Forums
Reviews
Magazines Posters
Presentation
Events & Meets
Sharing Television Radio
Podcasting Photo Sharing

15. SOCIAL MEDIA – A REVOLUTION
What started with
Has turned into:
A Evolution of How We Communicate

16. SOCIAL MEDIA – SUCCESS STORY
Obama – Reinventing Politics, Democracy and Governance
Objective: Obama campaign sought to Attract
and Differentiate Fundraise Supporters.
• Knickerbocker SDK designed email to
supporters to embed custom Wiffiti widget
in their blogs.
• Displayed widget on Times Square NYC
screen.
• Emailed to 10,000 supporters.
• Users messages displayed on all screens –
Times Sq, blogs, websites etc
• Created media buzz at launch (celebrities at
Times Sq).
• Raised $400,000 donations in 1 week.

17. SOCIAL MEDIA - DEMYSTIFIED
Social Media is • Social media makes Conversations
possible among multiple people
becoming many around the world using Web-based
Technologies.
people’s primary • Social media allow people to
publicly create, share, and discuss
source of News, information.
Opinion, Information, • Social media often refers to
activities that integrate technology,
Communication and social interaction, and
construction of words, pictures,
the
even Entertainment videos and audio.
Content Conversation Communication

18. SOCIAL MEDIA – THE DEMOCRATIC WEB
The reason the social media
sits well with people is that it
is run democratically, a
concept that all people are
used to.

19. SOCIAL MEDIA – GOVERNANCE PERSPECTIVE
Media Social Media
• Government at Center • Citizen at Center
• Defines the Space (Limited Flexibility) • Defines the Space (Unbounded Flexibility)
• Controls Transaction (Closed and Narrow) • Controls Transaction (Open Omni Directional)
• Creates Content (Passive) • Creates Content (Collaborative Co-Creation)
• Drives Interaction (Conventional Intelligence) • Drives Interaction (Crowd Intelligence)
• Unidirectional (Deliver Message) • Interactive (Create Conversation)
• One to Many (G2C or C2G) • Many to Many (G2C, C2C, C2G)
• Push / No Conversation • Pull + Push / Conversation
• Informative • Influencing (Involving)

20. SOCIAL MEDIA – AN OPPORTUNITY
Makes your influence ripples Stronger and Bigger!
Authentic connections with citizens, on a Regular &
Real-time basis
Be the Expert!, Provide Counseling, Build
Consensus, Help in Developing Opinion.
Listen to Your Audience!, Citizens
New Collaborations, with all stake holders of
Governance
Manifest abstract thoughts into written word. Get the
wheels of actions turning.
And you can do all this at low or no cost. Its FREE!

21. SOCIAL MEDIA – MULTI ROLE & MULTI TASK
Access Citizen Services
Community Development
Welfare Programs Visibility
Influencing
(Counseling)
Social Cause Promotion Infotainment

22. SOCIAL MEDIA - WHY CARE ABOUT IT?
It’s about knowing
• Where the conversations are happening
• What your share of the conversations is
• What the conversations are that you could / should be in
• Who the key influencers are who can help build your brand
It’s about expanding your news flow
• Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)
It’s about understanding communities
• Which groups, forums and networks matter?
• Who drives share of conversation in these communities?
• What are the next steps in driving relationships?
It’s about leveraging existing content and improving your natural search
Generation Y and Z don’t communicate anymore through email but through their Social Networks, people
with higher education levels are using more & more social media in their (online) communication

23. SOCIAL MEDIA – THE ECOSYSTEM
Management of different information via different online platform
reaching out to different target audience through building different social
networks and maintaining different multi-lateral communication.
•Sharing, Publishing, •Live Feed, Micro •Users becomes
Discussion Blog, Social Games, content provider,
•Text, Pictures, Virtual World •Vertical, Horizontal, Broadcaster needs
Video, Presentation, Interest, Industry to offer instant
Sound, Gossip, feedback
Rating, Polls Results,
Etc
Social Media not only Change the Rules of Communication but also the
Art of War

24. SOCIAL MEDIA - TYPES

25. SOCIAL MEDIA – IT’S CONVERSATION
10% of all time spent on the Internet is on social media sites.
Power of Publishers and Broadcasters are moving towards
Their Traditional Audience

26. SOCIAL MEDIA – MAJOR ENGINES
350 Facebook
300 Qzone (QQ)
MySpace
250
Windows Live
200 Habbo
150 Orkut
100 Friendster
hi5
50
Twitter
0 Tagged
Users (Million)

27. FACEBOOK - IF IT WAS A COUNTRY
It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years &
the Internet took four years. In less than nine months, Facebook added 100
million users.
It will be the 8th largest Country In the World

28. YOUTUBE -THE 2ND LARGEST SEARCH ENGINE
More than 13 Hrs of Video Uploaded Per Minute
450 Years to Watch All Videos (2009 – 2459)
YouTube is likely to serve over 75 billion video streams to
around 375 million unique visitors during this year.

29. WIKIPEDIA - 3,200,000 ARTICLES
Wikipedia the most popular encyclopedia has more than 12 million users.
Wikipedia has been edited 40,000,000 times.

30. FLICKR - HAVE PHOTOS OF 400 ML PEOPLE
60% of people on earth has a photo in Flickr

31. TWITTER - 1400% GROWTH (JAN – FEB)
10.7% of all active Internet users are touched by Twitter.
Traffic to search.twitter.com up 541% Jan-April 2009.
Since April 2009, Twitter has been receiving around 20 million unique visitors to
the site each month, and recently surpassed 1 billion messages via the service.
80 % of Twitter Usage is on Mobile Devices

32. LINKEDIN – 6.5 MILLION BUSINESS USERS
80% of companies use or plan to use LinkedIn as their primary tool to find
employees this year.

33. SOCIAL MEDIA – HIT AMONGST INTERNET USERS
82.9% 72.8% 63.2% 57.3% 54.8% 52.2% 45.2% 33.7%

34. SOCIAL MEDIA – EXCEPTIONAL VALUE
Benefits To Government: Benefits To The Public:
• Promotion. Highlights more of what you • Choice. More topics and collaboration
do and what you can offer. with other agencies mean more choice
• Automation. Messages can be for subscribers.
automated; No additional management • Personalisation. Individuals choose the
resource. information they want to receive.
• Measurement. Measure the success and • Relevancy. Individuals choose what they
value of the messages you send. want and what impacts their lives and
• Delivery. Ensured delivery channel for daily schedules.
official government information. • Satisfaction. Perceived “satisfaction” of a
• Collaboration. Cross-promote with other “personal” service.
agencies to offer more options.
• Public re-engagement. Each message
brings people back to your website.

35. SOCIAL MEDIA – STEPS TO SOCIALIZE
• Monitor online mentions and hence reputation
• Domain, market, segment - Governments
• Audience – The Citizen
• Pulse - Determine sentiment, motive, associated topics, share of voice
• Time-respectful content, highly tagged and easily consumed
• Thought Leadership - Vision Documents, Strategic Plans, Comparative Studies
• Success Stories - Proof Points, Decision, Perspective, Case Studies
• Public Information -How-Tos, Guides, Statistical, Information, Policies, Notices
•Hear & Respond
•Create Engagement –Feedback, Complaints, Advice, Polls, Information Updates, Comments
•Create Tribe – Subject Experts, Volunteers for Cause, Common Interest Groups
•Drive Collaboration – Amongst Office Bearers, Citizens, Policy Makers
•Find - What influence has engagement created?
•Enable - Liking, Following, Fanning, and Forwarding
•Identify - those with the greatest influence or dislike
•What actions have been inspired by influence?
•What policy or decision advocacy has been generated?
•How do those actions amplify value?

36. SOCIAL MEDIA - STRATEGY
MEASUREMENT

37. CITIZENS TO AUDIENCE TO COMMUNITY
When content is social, it can be shared, trusted and build influence

38. SOCIAL MEDIA - ADOPTION CURVE
Collaboration
Relationships
Participation
Take Value → Add Value
Broadcast
Observation
Education 1-way → 2-way
Social Media Experience

39. SOCIAL MEDIA – CHALLENGES FOR GOVERNMENT
Technology Policy Culture
• Access • Terms of service • Awareness
• Security Risks • Indemnification • Expertise
• Bandwidth • Multiple Jurisdiction • Explorative
• Legacy systems (Local, State, Federal) • Information Sharing
• Data Silos • Advertising & • Size
• Interoperability Endorsement • Agency silos
• Compliance • Procurement: free • Top-down
tools, gratuitous
• Complex, hierarchical
• Regulations organizational
• Privacy structures
• Persistent cookies • Red Tape
• Surveys • Old Guard
• Control • Bureaucracy

40. SOCIAL MEDIA – BEST PRACTICES
Mission drives everything: clarity is crucial
Let policy guide, but not paralyze you
Know the environment
Consider a pilot as a proof-of-concept
Secure support of senior leaders
Create internal cross-functional alignment
Roll out, don’t launch
Keep listening & let what you hear inform your participation

41. SOCIAL MEDIA – 360 DEGREE APPROACH
BLOGS Journal or diary with social collaboration Information to citizen delivered efficiently. Provides human
(comments), generally targeted towards face to Government, using informal tone while opening public
Blogger specific subject or subjects conversations and surfacing of issues & inputs to solve them.
Collaborative authoring & editing. Act as a global
WIKIS brain in action, with everyone contributing their Workgroup or public collaboration for project management,
Wikipedia knowledge and expertise while evaluating or knowledge sharing, public feedback and domain expertise.
verifying contributions from others.
VIDEO Video (Recorded or Live Streams) libraries
accessible through common service, allows A cost effective tool for public outreach, education, training,
SHARING everyone to become audience as well as the other communication to audiences in real-time. How To videos
to improve service and achieve mission.
YouTube broadcaster
PHOTO Photo libraries which can be arranged and
presented in various ways including slides, live Efficient way of propagating pictures of events, places, leaders
SHARING streams or even timelines. Any to Any medium and causes. Effective in keeping records with timelines. Useful
as pictures are better than 1000s of words.
Flickr which encourage sharing of moments by all.
DOCUMENT Any to Any medium which encourage sharing Efficient way of propagating official documents like tariffs,
SHARING of documents, spreadsheets, presentations,
notes by all.
forms, notifications. Effective in keeping records with
timelines.
Scribd
Multimedia, primarily audio, content syndicated out Effective way to get message out and build trust with
PODCASTING for use on iPods, Mobiles, Computers. Advantage of conversational voice. Useful for updates, deliberations,
blip.fm podcasting is that the user can do other task while messages. A great tool for sound bites and audio quotes from
listening to podcast. (While driving, studying) leaders.
VIRTUAL Simulations of environments, people, events
and surroundings which bring people together
Simulation of Future Projects like Townships, Buildings, Public Centers,
and Airports even at planning stage, allowing people to experience the
WORLDS
nd
worldwide. A replication of activities of real life amenities before hand at the same time provide vital feedback for
project improvement. Also can be used to simulate disasters pre hand
2 Life in virtual environment. providing viable lessons to students and citizens.

42. SOCIAL MEDIA – 360 DEGREE APPROACH
Automated notifications of frequently updated Do more with RSS, XML/Web feeds. Expand reach. Pull content
together across various sites and information sources.
SYNDICATED content (think RSS). It allows people to access all
required information at one place without Authoritative source which can also reduce duplication.
WEB FEEDS visiting a number of websites. As updates are Government can provide feeds for all important websites or
services which need real time, dynamic information. E.g.
Friendsfeed pushed rather than pulled, makes audience Weather Information, Results for Polls, News, Traffic
access information in real-time. Information.
Lots of potential to improve government reach, service,
Combine content from multiple sources for usefulness, and functionality. Integrate external data including
MASHUPS an integrated experience at the same time weather, traffic etc. Can be used for public information e.g.
Locations of all Government offices, Hospitals, Police Stations.
Google Maps adding context (location, time etc) and Geo tagging can be used to locate nearest place of interest. Also
presentation enriched by GIS. a cost effective tool for tracking its Key personal, vehicles or
assets. This can be very effective in Disaster Management.
Small applications & code delivering
WIDGETS - information in real-time on web pages or
desktop making service more effective, rich, Increase awareness, use, and usefulness of sites,
GADGETS easier to use. Brings content to the user’s information, and service. Desktop widgets can provide
live information from various government sources.
Yahoo Widget home page, frequented internet locations
and even mobile phones.
SOCIAL Increase the popularity and use of pages, information,
BOOKMARK Ways of sharing content and news with and services. Effective tool for viral marketing, hence
others as it happens. Users are themselves driving popularity. Government can use such services to
& NEWS creator and consumer of news or discussion. drive traffic to their other services. Such services can also
be use to judge the interest of public for certain issues.
Digg
Seek input, broadcast messages, announcements. Real time
MICRO- Form of blogging which allows brief (Instant
Message size) text updates. Short updates
reporting of key events or activities of key people. Can be used
as a tool to spread thoughts of leaders and view of Government
BLOGGING make it easier for people to share activities, across masses and also for feedbacks from masses, It can be
used to gather information about public perception regarding
Twitter thoughts and intentions. various issues. It can be a great channel where a common man
can directly interact with top officials and leaders.

43. SOCIAL MEDIA – PUBLIC SECTOR TREND SETTERS
FBI

44. EVOLVE TO NEXT LEVEL

45. IS GOVERNMENT READY TO HAVE A CONVERSATION?

46. THE ROAD AHEAD
Better
Access

47. PARTNER US
“We are in the Business of connecting with our customers"
Planners Strategists
Media
Researchers
Experts
We Are A
Group Of
“We use co-creativity to enable Government to interact directly with citizens, on and
offline, in real time delivering a range of insight, innovation and strong media recall.”

48. A RELATIONSHIP WHICH DELIVERS

49. WE CAN ASSIST YOU
New Media Strategy, Accessibility & Usability
Building Community and Sharing Best Practices
Market Research & Knowledge Management
Manage New Media Providers & Vendor Community
Ideation Platforms, Crowd Sourcing & Innovation Process
Design Analytical Studies, Contests & Challenges
Success Metrics & Engagement Strategy
Legal and Policy Advisory

50. WHY US - DELIVERING INCLUSIVE SOLUTION
We strive to be an accelerator for government-wide new media and citizen engagement technologies, tools,
practices, and policies.
Extensive Expertise in
Media Building
Strategy Viable
Human
Development Interaction
Experience Models
Un-Rivaled
Extensive Connections
Experience within New
with and
Partnership Traditional
Building Media
We help governments to tap into citizens’ best ideas and priorities

51. THE WINNING PROPOSITION
Leverage Create Gain New
Reach New
Our Rewarding Insights and
Audience
Knowledge Partnerships Expertise
Gain More
Add Value
Visibility Target More Use Less
To Existing
and Mind Citizens Resources
Competence
Space

52. WITH YOU ALWAYS
DEFINE
REFINE IDENTIFY
SUPPORT COLLECT
IMPLEMENT UPDATE
RECOMMEND

53. WE ADDED VALUE TO ……

54. Extend Your Reach
+ 91 9898269489
deepak.pareek
info@deepakpareek.com
54