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Consultation Inst Presentation 1.3(2)

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Consultation Inst Presentation 1.3(2)

  1. 1. Consult & involve with wikis <ul><ul><li>David Evans and Ben Wild </li></ul></ul>
  2. 2. <ul><ul><li>'A wiki is a collection of web pages designed to enable anyone who accesses it to contribute or modify content' </li></ul></ul><ul><ul><li>– Wikipedia </li></ul></ul>What is a wiki?
  3. 3. <ul><li>10 million articles </li></ul><ul><li>250 languages </li></ul><ul><li>684 million visitors annually </li></ul>What’s at stake?
  4. 4. <ul><li>DEFRA – The Environmental Contract </li></ul><ul><li>CLG – Reviving Civic Status </li></ul><ul><li>ONS – 2011 UK Census Outputs consultation </li></ul>Whose using wikis?
  5. 5. <ul><li>Community Empowerment, Housing and Economic Regeneration Bill (http://www.commonsleader.gov.uk/output/Page2452.asp) ‏ </li></ul><ul><li>Gordon Brown's speech to Google EuroZeitgeist (http://www.youtube.com/watch?v=btE075p6Ypg) ‏ </li></ul><ul><li>Tom Steinberg's 'Power of Information' report (http://www.cabinetoffice.gov.uk/reports/power_of_information.aspx) ‏ </li></ul><ul><li>Digital Dialogues – Final report due for publication in September (http://digitaldialogues.org.uk/) ‏ </li></ul>The political context
  6. 6. <ul><li>Why should you use a Wiki? </li></ul><ul><li>When should you use a Wiki? </li></ul><ul><li>What makes a Wiki successful? </li></ul><ul><li>Who should use a Wiki? </li></ul><ul><li>.... the following case studies will help us! </li></ul>The 4 ‘W’s’
  7. 7. <ul><li>Social marketing campaign to promote breast feeding in Brighton and Hove </li></ul><ul><li>Promoted on and off line – fliers, Facebook, launch, local press </li></ul><ul><li>Wiki included survey, polls, Discussion forum, ability for users to add/edit pages </li></ul>Best for babies
  8. 8. Did it work? <ul><ul><li>Positive: </li></ul></ul><ul><li>Several thousand page views </li></ul><ul><li>Simple features such as Polls well used </li></ul><ul><ul><li>Negative: </li></ul></ul><ul><li>Discussions & Wiki features hardly used </li></ul><ul><li>Little discussion or community on Wiki </li></ul>
  9. 9. Problems <ul><li>The issue was too polarising to generate discussion, community. </li></ul><ul><li>The campaign didn't have a strong element of collaboration and co-production and so didn't uses the strengths of the tool </li></ul><ul><li>The audience didn't have sufficient buy in to make in-depth, repeated use of the Wiki </li></ul><ul><li>Stakeholders didn't take ownership of driving the Wiki forward </li></ul>
  10. 10. Lessons: <ul><li>Wikis are appropriate when there is a genuine need for collaboration and co-production </li></ul><ul><li>Wikis work for more complex consultations and a more specialist target audience </li></ul><ul><li>Wikis are not for engaging people but for enabling those who are engaged </li></ul>
  11. 11. Pyramid of Engagement
  12. 12. The Top Tier
  13. 13. NDC Network <ul><ul><li>Isolated providers </li></ul></ul><ul><ul><li>Shared mission </li></ul></ul><ul><ul><li>Cause to collaborate </li></ul></ul><ul><ul><li>Technical and other capabilities </li></ul></ul>
  14. 14. Lewisham Assemblies <ul><ul><li>Assemblies in every ward </li></ul></ul><ul><ul><li>Round One engaging 60 to 120 in each ward </li></ul></ul><ul><ul><li>Meetings only 3 to 4 times per year </li></ul></ul><ul><ul><li>Turn initial engagement into involvement and empowerment </li></ul></ul>
  15. 15. How was it done before? <ul><ul><li>Local associations & community groups </li></ul></ul><ul><ul><li>Regular meetings, newsletters </li></ul></ul><ul><ul><li>Local events, action days, lobbying etc </li></ul></ul><ul><ul><li>Either through motivated local activists, or through labour intensive community development activity </li></ul></ul><ul><ul><li>So how can the technology help? </li></ul></ul>
  16. 16. Why might a Wiki be better? <ul><ul><li>Economies of scale – reach a larger audience without the intensive resources </li></ul></ul><ul><ul><li>Allows people to engage without going to time consuming local meetings </li></ul></ul><ul><ul><li>Allows people to dip in and out – scale up or reduce their involvement according to time available </li></ul></ul><ul><ul><li>Enables collaborative, grass roots working </li></ul></ul>
  17. 17. Wiki Features:
  18. 18. In Conclusion – Golden Rules <ul><li>Huge amount to gain, but only if we target the correct audience and address the right issues. </li></ul><ul><li>Have to be designed to meet needs of the audience and have continual support and moderation through their lifetime. </li></ul><ul><li>Only work for consultation if they are central to the process and are part of wider engagement strategy which employs a range of appropriate tools and approaches </li></ul>
  19. 19. For further information <ul><ul><li>The Campaign Company </li></ul></ul><ul><ul><li>www.thecampaigncompany.co.uk </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>020 8688 0650 </li></ul></ul>involve engage empower

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