Pete Martin discusses the principles, issues, and challenges of using Web 2.0 for public organizations. He notes that while tools are currently free, Web 2.0 requires significant resources in time and effort. Key challenges include loss of message control, non-expert commentary, and ensuring inclusion as some groups may be left behind digitally. Overall, Web 2.0 demands that attention and influence be earned through engagement rather than paid for as in traditional media.
"The fall of digital" as presented at Webuquerque, November 2010.
"For the past 15 years, the business, marketing and technology communities have been turned upside down with the mass adoption of the internet. Millions have been made and lost. Companies founded and companies gone broke. Business as usual has been changed forever, but the change isn't over yet.
As the realities of the new connected world take hold, the architects of that world (the web developers and digital agencies) may be the ones who pay. How are the trends of today going to affect the professionals that set the ball in motion? That's what we will talk about in The Fall of Digital."
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
The team at Contagious Magazine spends its days finding, filtering and reviewing the most innovative exercises in branding, technology, and popular culture, and delivering our collective wisdom to our beloved subscribers.
Once a year, we round up the highlights, tell you what's important and why, and push it out to the world, for free.
Welcome to Most Contagious, the only retrospective you'll ever need. Available on a beautiful website here: http://www.mostcontagious.com
www.contagiousmagazine.com
We dive into how local business can understand and utilize the paid, earned, and owned content and media spaces to be in front of their customers, where their customers are located... in their pocket or desktops.
Presentation was originally presented in Yellow Springs (3/19/15) by Kenny Brightman.
Program was underwritten by High Street Communication for the Yellow Springs Chamber of Commerce.
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
"The fall of digital" as presented at Webuquerque, November 2010.
"For the past 15 years, the business, marketing and technology communities have been turned upside down with the mass adoption of the internet. Millions have been made and lost. Companies founded and companies gone broke. Business as usual has been changed forever, but the change isn't over yet.
As the realities of the new connected world take hold, the architects of that world (the web developers and digital agencies) may be the ones who pay. How are the trends of today going to affect the professionals that set the ball in motion? That's what we will talk about in The Fall of Digital."
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
The team at Contagious Magazine spends its days finding, filtering and reviewing the most innovative exercises in branding, technology, and popular culture, and delivering our collective wisdom to our beloved subscribers.
Once a year, we round up the highlights, tell you what's important and why, and push it out to the world, for free.
Welcome to Most Contagious, the only retrospective you'll ever need. Available on a beautiful website here: http://www.mostcontagious.com
www.contagiousmagazine.com
We dive into how local business can understand and utilize the paid, earned, and owned content and media spaces to be in front of their customers, where their customers are located... in their pocket or desktops.
Presentation was originally presented in Yellow Springs (3/19/15) by Kenny Brightman.
Program was underwritten by High Street Communication for the Yellow Springs Chamber of Commerce.
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Every time a rich idea is oversimplified we have done it a disservice. That is especially true in marketing. Soundbites and tag lines have their place but consumers are craving more information to make informed decisions. We hope you enjoy this paper from Swystun Communications.
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses. Also this presentation lays our a detailed road map on how chartered accountants can use the medium for business purposes
The disruption of branding, advertising and campaigningSUE Amsterdam
This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use digital or classic advertising? Should we engage, activate or promote? Should we build fans and followers or not? I want to argue that the real challenge is not about going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth. Disruptive brands have a bigger impact and are more persuasive in converting prospects into buyers.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
Are your social media efforts delivering real, tangible results while paying for themselves? Social media judo is born out of the philosophy of successes we have had creating programs using minimal client effort and achieving maximum results. This is exactly why social media works for marketing and why it drives ROI and is hyper-effective when done correctly. Social media and the resulting effect on all of us are driven by the momentum of real influencers working to inform and educate other buyers. Your job is to find a way to tap into this momentum and help propel your company to be greater than the sum of its parts. Social media judo will show how to do just that as well as how to create your own "judo moves" that will increase sales
Unless you're socially isolating under a rock and didn’t get the memo, it is no secret that the world of marketing, PR and advertising is changing at lightning speed, with a major paradigm shift in the way agencies function being visibly noticeable over the past 3 years.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Every time a rich idea is oversimplified we have done it a disservice. That is especially true in marketing. Soundbites and tag lines have their place but consumers are craving more information to make informed decisions. We hope you enjoy this paper from Swystun Communications.
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses. Also this presentation lays our a detailed road map on how chartered accountants can use the medium for business purposes
The disruption of branding, advertising and campaigningSUE Amsterdam
This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use digital or classic advertising? Should we engage, activate or promote? Should we build fans and followers or not? I want to argue that the real challenge is not about going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth. Disruptive brands have a bigger impact and are more persuasive in converting prospects into buyers.
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
Are your social media efforts delivering real, tangible results while paying for themselves? Social media judo is born out of the philosophy of successes we have had creating programs using minimal client effort and achieving maximum results. This is exactly why social media works for marketing and why it drives ROI and is hyper-effective when done correctly. Social media and the resulting effect on all of us are driven by the momentum of real influencers working to inform and educate other buyers. Your job is to find a way to tap into this momentum and help propel your company to be greater than the sum of its parts. Social media judo will show how to do just that as well as how to create your own "judo moves" that will increase sales
Unless you're socially isolating under a rock and didn’t get the memo, it is no secret that the world of marketing, PR and advertising is changing at lightning speed, with a major paradigm shift in the way agencies function being visibly noticeable over the past 3 years.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
JCE editor optimaliseren (Joomla Den Bosch 2016)Peter Martin
Presentatie + demonstratie over het optimaliseren van JCE editor voor Joomla zodat het gemakkelijker werken is. Gegeven op 4 januari 2016 in de Joomla Gebruikersgroep 's-Hertogenbosch
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
Social Media, Community Building and the Law Speaking NotesJames Barisic
Speaking notes for Social Media, Community Building and the Law presentation..
Presentation to the British Computer Society/Chartered Institute of IT South West, January 2010 by James Barisic MBCS.
Discusses social media use, development and legal issues.
This guide is produced free by the Institute of Creative and Cultural Entrepreneurship. It is for Artists, Start-ups, Charities and Cultural Entrepreneurs. It offers a powerful and unique human perspective on digital marketing and the power of social media.
Information's role in disruption cycles and the exploitation of tipping pointsMark Albala
“The Tipping Point”, written in 2000 prior to the digital economy, described a means for forging disruptions through the exploitation of information. Having a keen understanding of the information you have at your disposal and a keen awareness of the attempted disruptions through viral social media and other means is critical for survival in the digital economy. This writing will go over what the tipping point is, how information aligns to the tipping point in the digital economy and what organizations must do now to survive disruptive attempts to dethrone their products and services in the digital economy.
The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
A White Paper looking in detail at the barriers across the public realm to breakthrough social innovation - and 20 recommendations for policy, public sector innovation, philanthropy, social enterprise and non-profits to transcend them.
What if consumers took over the business of building brands?Nurun
Does it still make sense to launch a new product or service with traditional media? Or can brands now dispense with billboards, print, TV… and rely exclusively
on digital channels to conduct a successful launch? One thing our strategists agree on: it’s a subject for debate.
Does all the hype surrounding social media make sense?
Isn't it time that somebody tried to deconstruct all this bull shit?
What are social media? Are they the same websites we used to call social networks? Why did we start calling them social media?
What is social media marketing? Are companies doing it right? Does it make sense to send people who visit your website to Twitter and Facebook?
Do people really want to "engage" with brands? Do companies really want to have "conversations" with their customers? Conversations about what?
What is the value of a Facebook "like"? What is "organic reach"? What happens now that the free lunch is over?
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Web2.0 for the Public Sector, Principles, Issues and Challenges
1. Pete Martin, The Gate Worldwide
[ Web 2.0: Principles, Issues and Challenges for the Public ]
Hello everybody. Thank you for taking the time and making the
effort to come to this Web2-0 Seminar.
I’m going to talk about the Principle of Web 2.0 for public
organisations – along with some of the issues and challenges.
I’m going to do that – not as someone who’s a specialist in Web2.0
– but as someone who’s been in the communication business on
both sides of the Atlantic for over 25 years and handled a wide
range of sensitive public issues…
…with the view that we are standing on the verge of a precipitous
change in the way that people create and consume
communication.
And I’m using the word communication in the sense that these
utterances are intended to persuade and motivate; to change
people’s minds or encourage them to do certain things.
Before I do that I’d like to get a sense of how involved we are as a
group with various aspects of Social Media. [Might ditch this if it’s
come out already.]
Who here has a Facebook page?
Who’s on Linkedin?
Who runs a blog?
How many of us are using Wordpress?
Who’s on Flickr, Youtube or VImeo?
Any of us have a group on Ning?
Anybody use StumbleUpon?
Anybody use TripAdvisor, or Yelp or Qype?
Who’s using Twitter? Power Twitter?
Who’s on WeFollow.com?
2. Who’s listening to Social Media using tools like Radian6 or
Scoutlabs?
I’d like to take a couple of minutes to set a bit of context for playing
devil’s advocate on 3 points.
Firstly, how Social Media fits into a rapidly changing pattern of
media consumption.
Secondly, how Social Media providers – the technology
developers and platforms seem likely to develop their business
models – and the impacts that might have.
And finally, some observations on potential issues and challenges
for public sector bodies in leverage Social Media.
[ BANG ]
First question – BANG – Are we really witnessing a sudden
media revolution? Has the world changed as much as those
immersed in Web2.0 would have you believe?
Or is it just some special pleading and hype from a small-ish group
of people whom change would benefit?
Let’s pause for a moment to consider the wider media picture.
Traditional media – TV, newspapers – is in dire straits. But falling
audiences are only part of the picture: media proliferation,
audience fragmentation and an advertising recession have as
much to do with it as the rise of online.
Yes, the link-up of TV and the web thru iPlayer etc. means we are
getting closer to media convergence – but it’s nowhere near
complete. As sci-fi author William Gibson said: the future is already
here – it’s just not evenly distributed.
For example, only 60% of homes currently have broadband. By
2015, it will still only be 80%. And less than 20% of the workforce
work in offices – so it’s easy for us teched-up desk jockeys to
assume that the rest of the population is feeling the same intense
change in media that we are.
For the public sector, this also has obvious implications for social
inclusion policy – the digitally disenfranchised, socially-excluded
will no doubt end up being important but hard-to-reach audiences.
3. Looking back at BARB’s TV viewing data for the past few years or
even the past 20 years, the numbers are holding up. It’s not
obvious at all that total TV viewing is going down. But I would say
that subjectively you feel the public’s relationship with media is
changing – and not just in terms of consumption but in reaction.
When Tivo and personal TV was ‘the next big thing’ I made a
number of predictions most of which proved to be bollox – but I did
say that it was the beginning of the end for communication that
pays to intrude unasked and often unwelcomed into another
activity.
Now, is intrusion dead? Not in outdoor, cinema, direct mail, brand
theatre, you’d think. But you do get the sense that the public’s
responsiveness to paid-for placement is changing.
I feel there are 3 different factors at work:
- the 90s style of communication of image over substance
wore out. Like the wrapper on a Quality Street toffee, it was
all shiny, but you know – all that glisters is not gold.
- The client’s reaction to that reality has created a period of
Badvertising – stuff that’s so dull it breaks Bill Bernbach’s
first rule: if advertising doesn’t get attention, everything else
is academic. And this is breaking the emotional bonds with
brands.
- And thirdly, yes, we’ve simply got other more trusted, for the
moment, sources of information.
The second question is the development of Social Media itself.
It will soon be the most competitive communication channel the
world has ever seen. If it isn’t already.
Currently, just about everything is free. Some services depend on
old-style advertising with a bit of targeting; some on affiliate-style
commissions… and some, like Twitter, are simply scratching their
heads wondering how to turn their sudden fame into fortunes.
The difficulty is that the demand for free services is potentially
infinite.
4. Today, Wordpress informed me that 45 million words had been
posted…. today. From 150,000 bloggers. About 1% of the
blogosphere they tell me.
It shows the double-edged sword that the democratisation of
content-production and publishing has become.
Anyone can run a campaign.
The analogy I use is that of the invention of the motor-car. Once
only the rich could afford to run one – it was an event. You had an
ad agency walk along in front of this big noisy expensive thing,
waving a red flag, going “Look we’re running a campaign.” Now,
anyone can do it. It’s cheap and the information highway is choked
with all kinds of vehicles.
And being information rich makes us attention poor. It’s something
David Allen of “Getting Things Done” fame has talked about: the
ability to focus is essential to success, so distraction is the enemy.
It makes me think that Web 2.0 will develop in a couple of different
directions.
Currently there is an assumption that popularity and peer
recommendation will filter the noise. I hope so. But it’s a method
that assumes Britney Spears is almost as important as Barack
Obama – and that trust can be maintained when money starts to
change hands.
Endorsement as a marketing tool is nothing new. And in the era of
the micro-celebrity, I’m sure the old fashioned problems associated
with it will re-surface.
Now, honest peer review is obviously better than the paid-for
misdirection which the current search model depends on, and
‘compare-the-market’ affiliate models – which seem to attract
charlatans like the old direct marketing industry did.
My own feeling is that premium paid-for services will develop
which give the user status and honestly help you edit your options:
perhaps aggregating sentiment in an objective way. Equally, I’m
sure the emotive appeal of brands as an online experience will re-
emerge.
[PRINCIPLE OF OPEN GOVERNMENT]
5. So, finally, where does that leave the Public Sector and Web2-0?
Well, it leaves you with the principles of open government – which
means your organisation can’t ignore it.
• An essential part of open democratic government and
responsive public services
• Publishes information proactively wherever possible
• Creates and shares information thoughtfully
Clearly, as Jim, Nicola and Alan have shown there is also an
opportunity to target and engage with interest groups. Equally, with
free tools like socialmention.com or paid-for analysis from Radian6
or Scoutlabs, you can identify, track, trend and respond to
customer views – positive or negative – because they are going to
find a platform anyway.
[THE GREAT & POWERFUL WOZ]
And that’s the big secret: the secret is out. You can say what you
like, but people can now see behind the curtain. This can make
both public and private sector organisations nervous for a variety
of real and imagined reasons.
[CHALLENGES TO FACE]
• Loss of control / reduced ‘authority’
When you enter into a dialogue, you can’t control what the other
person is going to say. Some of them may say things that are not
‘on-message’. Some of them may disagree with you. Some of
them may contradict you – and quite lucidly.
• Non-expert comment
On the other hand, some of them may not know what they are
talking about – and say things that are just plain wrong, factually or
ethically.
• Risk of guilt by association
How does that reflect on your organisation?
6. • Provide a platform for ‘complainers’
Do you risk getting sucked into soul-sapping, energy-wasting,
resource-devouring discussion with a pressure group who have an
agenda or the tiny minority who always feel hard done by.
• Risk management – reputation, legal and worst-case-scenario
These are all generally about risk management – and are often
more imagined than real. However, it would be foolish to think that
all organisations have the same risk profiles – plainly, there are
areas where the chances of something going wrong might be small
but the repercussions could be big; there are some policy areas
that attract more controversy than others; and these would
probably require greater sensitivity than, for example, something
like leisure and recreation or cultural services.
• Impact on ‘real world’ roles / bricks and mortar services
• Copyright issues / loss of revenue
Then perhaps the next couple of points cover self-interest or
perhaps even self-preservation. It’s worthwhile bearing in mind that
people usually consider change in terms of how it affects them
personally. They might worry that a change in the status quo might
change their role – why do you need a local expert when there’s
an obsessed hobbyist giving it away for free on the web? And
heck, if the communication is ‘unmanaged’ you might not need
communication managers! Then there’s control of your content. If
you put it out there… people will use it. And they won’t pay for it
either. Sometimes you might be giving away something that you
used to charge for. You’ve invented a cost, and lost an income.
• Social exclusion
As Jim said at the start, in any revolution there are winners and
losers. Some people simply will not get on the bandwagon. In the
long, long run, the problem will probably go away – as Web3.0,
4.0, 5.0 becomes as ubiquitous as the TV and the mobile phone.
Yet, as public servants, we’ll still need a strategy to deal with
excluded groups. Especially if the market develops a dual-layered
approach with fast, smart, premium services for the haves and
slower, second-rate free services for the have-nots.
• ‘Selling in’ the concept to senior stakeholders
7. Hands up who here works for an organisation where the IT team
like to block sites… it’s so prevalent. But it’s just weird. It’s not that
they think you’d be surfing for smut, it’s that they think you’d be
wasting your time! You know, like talking to people, and finding
stuff out… It shows how endemic ‘command and control’ attitudes
can be – and it’s hard to let go.
• ‘It’s all FREE!’
These final three points are all linked. And while the first seems
like a total positive, it can be a bit of a honeytrap.
Let’s say you’ve got a garden and in previous years you’ve usually
hired in a bunch of professional gardeners to lay it out the way you
like it, take care of weeds, look after it for you. Then one Spring in
the year 2009, someone comes round and offers you all these free
gardening tools – and some of them are really cool and productive.
You go ‘Great, I could do this all myself – or maybe I could just
leave the tools out and all the neighbours could come in and you
know, do a bit of digging.’ And then two things strike you –
actually, even with free tools, there’s a lot of spadework to be done
– and if you let the neighbours in, you might not get the garden the
way you like it…
• Relative perception of value
Traditional media costs a lot of money. And in the old days, you
used to have a rule of thumb that 10% of the budget would be
spent on production. So, if the budget as £1 million, you’d put
£900,000 into media placement and £100,000 into production.
And when basic production was expensive, you didn’t mind paying
a premium to get something good.
But what do you do when the medium is free – and basic
production is free? And when internal time also seems free?
When you can have something standard for free – how do you
judge the value of investing in something special?
• Underestimate the cost in time, talent, resources (which equals
money)
And finally, there is the insatiable ‘treadmill’ that web2-0 can
become. You’re blogging, tweeting, responding, uploading… It’s a
full-time job – and will become a recognised role in most
8. organisations pretty soon. So, how does your organisation plan
and resource for the kind of cost-benefit you might expect?
I’d like to park these thoughts with you over lunch – and we’ll
return to them in more detail in the interactive and strategy
sessions this afternoon.
There’s one final idea I’d like to share – that the future and the past
are not always that different.
[GENIUS IS BORN – NOT PAID]
The invention of the ballpoint pen did not fill the world with Oscar
Wilde’s. Yes, users can also create content. But hype is not that
easy to generate.
That can depend on the kind of communication risk-taking that is
difficult for public sector organisations.
With the caveat that you can’t please all of the people all of the
time, and there are some people you can’t please at all. As
happened in Germany, there may even develop a class of
professional complainers…
But the one big observation I would make is that while most of the
tools are currently free, do not be misled into thinking that Web 2-0
is some kind of communications nirvana in which campaigns are
free and easy.
What you save in cash can easily be swallowed up in time, talent
and effort.
The old mass media allowed organisations to avoid labour-
intensive, one-to-one, door-to-door selling. The danger is getting
sucked into an arena that depends on high levels of personal
engagement and ingenuity – a form of one-to-one, digital-to-digital
salesmanship that could demand big human resources.
[WEB 2.0 IS EARNED – NOT PAID]
In the old world, you paid for your media.
In the new world of Web 2.0, you need to earn it.
pete.martin@thegateworldwide.com
www.twitter.com/smuji