Digital Engagement: Citizens and Government

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Keynote at BlogOpen, Novi Sad, Serbia, October 2011 Digital Engagement: Citizens and Government

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  • See why it’s so painful to operate in information markets?”
  • The largest and most comprehensive survey of the global digital consumer ever Forrester social technographs
  • Time Magazine http://bit.ly/gKArcx Iranians Protest Election, Tweeps Protest CNN Posted by  JAMES PONIEWOZIK  Monday, June 15, 2009 at 10:03 am 29 Comments  •  Trackback (15) Over the weekend, as protests over the alleged re-election win of Mahmoud Ahmadinejad swelled in Iran, reports on the unrest in the country  leaked out onto Twitter . (Even as the government of that country was evidently restricting access to opposition websites and text-messaging.) But in the Twitterverse,  a separate uprising took place , as tweets marked with the hashtag  #cnnfail  began tearing into the cable-news network for devoting too few resources to the controversy in Iran.  By yesterday, the hashtag revolt began to subside, as CNN—coincidentally or not—increased its on-air coverage of events in Iran. Whether or not Twitter had anything to do with it, the protest did show a few things:  * As much talk as there is about Twitter and other social media supplanting the likes of CNN in covering breaking news, they're really another source rather than a replacement—and Twitter users know that as well as anyone else. Thus, they want—and demand—big news organizations to step up, nimbly and responsively, to cover fast-changing events like this.  * If you follow the streams of tweets on the Iran election, they are unsurprisingly favorable to Mousavi, given that the conversation is dominated by Westerners and the sort of younger, urban Iranians who were Mousavi's base. One source of frustration seemed to be the reluctance of mainstream news organizations, CNN included, to quickly  question the legitimacy of the  vote—something hard to ascertain, however fishy things seemed, because Western news organizations don't have the kind of field polling and research in Iran that they do in, say, New Hampshire. (Outlets like the New York Times also came under fire on Twitter for coverage that readers thought were too credulous of the official results.)  * As Baynewser points out, another failing of CNN's was its  failure to use its own Twitter feed  better. Too busy worried about the competition from   @aplusk ?  * Even if Twitter is not an out-and-out replacement for breaking news coverage by TV, it is determinedly now a big voice in real-time media criticism. If you were following the election story over the weekend, let us know if you thought any outlets did an especially good (or bad) job. Read more:  http://tunedin.blogs.time.com/2009/06/15/iranians-protest-election-tweeps-protest-cnn/#ixzz1BU21YxC1 NY Times Protest in Moldova http://www.nytimes.com/2009/04/08/world/europe/08moldova.html
  • Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • A Corporate Digital Strategy could form a significant part of a Corporate Communications Strategy
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Some work arising from recommendations 1 and 5 of the Power of Information review identified 7 levels of engagement. As you go down the list, the level of engagement gets deeper.
  • Those digital agency at the Guardian that make difficult things easy to understand
  • You may remember back in April last year there were some slightly hysteric headlines in the mainstream press over the swine flu outbreak. But we wondered if this actually represented the public’s feelings at large? Were the public actually worried? And more inmportantly what information were they seeking and where were they looking online for this information?
  • Comment on each section
  • User Voice – polls user suggestions ‘ Commentariat’ themed Wordpress blog Digital Policy Twitter account COI Netvibes feed aggregator Uservoice Evaluated both the tools and processes used Seeded information where people went online Acted on feedback throughout the process People read about it online (mostly twitters + blogs) Viewed the processes online Fed back online Conducted the survey online
  • Digital Engagement: Citizens and Government

    1. 1. Digital Engagement: Citizens and Government Tiffany St James Blog Open Serbia, October 2011 @TiffanyStJames
    2. 2. Multi-way engagement between government and citizens can no longer be ignored
    3. 3. Eric Schmidt, Chairman, Google Inc Between the birth of the world and 2003, there were five exabytes of information created. We [now] create five exabytes every two days. In 2010 we created 5 exabytes of data every 2 days
    4. 4. How we now target consumers What people do online, not what postcode or demographic is playing an increasingly larger role in consumer targeting
    5. 5. Trust in communications Peer to peer recommendation now at 90%, trust in advertising 14%
    6. 6. The landscape in 2007 Xkcd.com 2007: Sizes based on membership of a community
    7. 7. The landscape in 2010 Xkcd.com 2010: Sizes based on social activity in a community
    8. 8. Lobbyist will be using it Listen to what your lobbyists are saying on social channels
    9. 9. Smart Mobs: Democracy in action? bit.ly/gKArcx nyti.ms/e5P1Ul gawker.com/5733816/
    10. 10. The rules have changed We expect the government to be listening on social channels
    11. 11. Embedding social media
    12. 12. Engagement benefits <ul><li>Connecting with like-minded individuals </li></ul><ul><li>Peer to peer recommendations </li></ul><ul><li>Stimulating the debate of your most interest </li></ul><ul><li>Engaging with people in the their spaces </li></ul><ul><li>eCRM </li></ul><ul><li>Data collation </li></ul><ul><li>Product, proposal, policy testing </li></ul><ul><li>Informing business, brand, policy strategy </li></ul>Start small, innovate, collate leverage cases, present risk solutions
    13. 13. Use of social media in business <ul><li>HR </li></ul><ul><li>PR </li></ul><ul><li>Direct sales </li></ul><ul><li>Customer Service </li></ul><ul><li>Business Intelligence </li></ul>5 uses of social media from @thebrandbuilder
    14. 14. Digital Strategy – scoping Corporate Digital Strategy Brand Digital Strategy Campaign Digital Strategy Content Strategy Engagement / Social Media Strategy Corporate Comms Strategy Map where social media sits in the organisational structure
    15. 15. Identify opportunities for comms <ul><li>ACT ON CO2 Customer Journey </li></ul>Based on Prochaska’s theoretical model of behavioural change [Source: COI, UK Govt] Match social strategy opportunities with actual customer journeys
    16. 16. Have a digital code of conduct <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant </li></ul><ul><li>Be an ambassador for </li></ul><ul><li>your organisation </li></ul>Set behavioural expectations for your staff
    17. 17. Have a social media policy <ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Statement of ethics </li></ul><ul><li>Context for organisation </li></ul><ul><li>Tools and services </li></ul><ul><li>Professional and personal use </li></ul>Set a framework so they know what they can and can’t do
    18. 18. Have social media staff guidance Give your people ‘How to’ guidance
    19. 19. Rebuttal Source: FreshNetworks
    20. 20. Citizen engagement opportunites
    21. 21. 7 Levels of engagement <ul><ul><li>Disseminating information </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Gaining insight </li></ul></ul><ul><ul><li>Responding </li></ul></ul><ul><ul><li>Discussing </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Collaborating </li></ul></ul><ul><li>Deeper engagement </li></ul>UK Government 7 levels of digital engagement
    22. 22. From this… Infographics are critical to effective modern digital communication
    23. 23. … To this Infographics are critical to effective modern digital communication
    24. 24. Rich media broadcast Social media can be used for broadcast
    25. 25. Rich photography Create rich shareable content
    26. 26. Podcasts Create content in different mediums
    27. 27. Departmental You Tube Channel
    28. 28. Remember This? NOT PROTECTIVELY MARKED
    29. 29. Social media monitoring If you do one thing: Listen to what people are saying
    30. 30. Two-way engagement: Responding Create opportunities to solve local issues
    31. 33. Multi-way engagement Link your social and digital platforms
    32. 34. Campaign on multiple channels Have multiple channels through campaigns
    33. 35. Collaborating Create apps to put the power in public hands
    34. 36. Multi-way collaboration Co-create policy using public opinion
    35. 37. Crowdsourcing service experience and improvement in policing Offer different ways to engage: keep channels open
    36. 38. Through communities Take messages out through other community platforms
    37. 39. Staffordshire police in the riots Use social channels in ultra-sensitive times
    38. 40. Data.gov.uk Launch Plan Free your data: allow developers to create new value
    39. 41. Our duty as citizens to ask or show the way
    40. 42. ePetitions ePetitions: 100 000 signatures for parliamentary debate
    41. 43. Competition to fund ideas Create competitions to gather insights
    42. 44. Patient Opinion: crowdsourcing dignity in health and care Be aware of community sites involved in your agenda
    43. 45. RewiredState.org If it doesn’t exist: show your government how
    44. 46. Thank you! Tiffany St James on most social channels Let’s keep talking…. @TiffanyStJames Slides on http://slideshare.net/tiffanystjames
    45. 47. Digital: • strategy • training programmes • social engagement • amplification

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