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									Government Public Relations
in the Age of Web 2.0


Presented by Nick Jones, Director of Interactive Services,
COI, UK Government
24 December 2010
Agenda
 Introduction to COI and HM Government
 The Challenge of Transformation
 2.0 in the public sector
 The challenge of 2.0 to communicators
 2.0 and the anti-fraud domain




                                          3
Where I’m coming from

COI
 Central Office of Information,
 UK Government’s centre of marketing communications
  excellence for over 50 years
 Annual turnover of £391m, benchmarked savings of 47.7%
 Interactive Services responsible for digital policy, strategy
  and delivery of digital sites, creative, campaigns,
  presences; through a 100 agency procurment framework
 Turnover of £35m, 30 staff, 90 clients, 300 jobs, 491
  campaigns, 350k keywords, 7.7bn impressions…
 Policy on web convergence, site rationalisation, web
  standards for finding and using online information and
  social media…                                             4
The challenge: Transformed public services



Turning the citizen and
government relationship
around. To give the citizen
greater control over the way
they interact with public
information and public
services
What do we mean by ‘transformation’?

• Focus on the user be it a citizen or business.
• A much stronger focus on professionalism and skills
• Join up, don’t duplicate
Some of the things we don’t do well.

•   Finding it. We have too many websites, we don’t address the
    right things to the right people and we don’t ‘label’ our content well
    enough.

•   We don’t think about the design of our services upfront; we’re still
    converting the old brochure into a website, rather than thinking
    about the tools that people use and how we adapt our services to
    these tools and techniques (for example a widget that sits on your
    PC to help you search your local area for services).

•   Culture: a better dialogue with the public and to give people a say
    in our public services.

•   Sharing and reusing.
 Our plan should be to…


• Deliver information and services to citizens and businesses
  in a joined up way.
• Use a limited number of websites, TV or mobile routes
• Create a consistent high quality experience through higher
  standards
• Share and reuse – public sector information, people and
  infrastructure.

• And then came 2.0…
What is 2.0?


• A philosophy to enhance creativity, secure information
  sharing, collaboration and functionality of the web
• Manifests itself in social media and netoworks. A space
  where people can have a voice, express themselves and
  connect with other people
• A conversation economy
Much more than MySpace, Facebook and Bebo…
It’s about creating content

                                                                                                                              South Korea
                                                                                                    Russia
                                                                                                     2.4m                        9.7m
                                                                      Denmark
                                                                       0.3m



                                          UK                                     Poland
                                         4.5m   Netherlands
                                                   1.6m                           1.1m
                                                                                       Czech
                             CANADA                     Germany                        0.6m                                                  Japan
            USA
                              1.6m         France
                                             4m
                                                         5.2m
                                                       Switzerland
                                                                                 Romania
                                                                                  0.5m
                                                                             Hungary
                                                                                                             China                            14m
                                                                     Austria

           26.4m                                    Italy
                                                         0.5m                 0.1m
                                                                      0.4m Greece
                                                                                0.3m
                                                                                        Turkey
                                                                                         2m       Pakistan    43m
                                        Spain                                                      0.97m
                                        4.5m        3.4m
                                                                                                                                    Taiwan
                                                                                                                                     4.2m

                         MEXICO
                          4.1m                                                                   India          Hong
                                                                                                                Kong
                                                                                                                 1m          Philippines
                                                                                                 8.7m                           2.4m



                                  BRAZIL
                                   7.6m
                                                                                                                       Australia
                                                                                                                         1m


% Write their own blog
60%+

40% -60%

30%-40%

<30%                                  16-54 Active Internet Universe Estimates
                                      Source: www.universalmccann.com Wave 3 survey
 It’s about connecting and sharing
                                                                                                                             South Korea
                                                                                                 Russia                         9.4m
                                                                                                  6.1m
                                    UK       Netherlands                       Poland
                                                                            Denmark
                                                3.7m                         0.6m
                                   11m                                          2.7m



                                                            Germany                    Czech
                          CANADA
                           4.2m                              8.2m
                                                                                       0.8m
                                                                                      Romania
                                                                                        1.4m
                                                                                                           China                               Japan
                                                                                                                                               12.4m
               USA                          France                       Hungary


               43m
                                             4.2m          Switzerland
                                                             0.9m
                                                                           1m
                                                                         Austria      Turkey                39m
                                                                          0.6m
                                                                                      3.3m
                                                                                   Greece
                                         Spain         Italy                        0.5m        Pakistan
                                                       3.9m                                      1.8m                                 Taiwan
                                         4.7m
                                                                                                                                       3.9m


                     MEXICO
                                                                                                  India
                                                                                                              Hong Kong
                      5.1m                                                                        11.7m          1m
                                                                                                                           Philippines
                                                                                                                               3m


                              BRAZIL
                               11.4m
                                                                                                                          Australia
% joined a social                                                                                                          2.6m
network
70%+

60% -69%

50%-59%

<49%                               16-54 Active Internet Universe Estimates
                                   Source: www.universalmccann.com Wave 3 survey
Government forays into 2.0




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                           Insights:
                           • Networks
                           • Rich content
                           • sharing
Action: Where is my audience now?
Insights: networks, experience, conversation, community
Action: how do I prepare my organisation for conversation?
Insight:
• Advocates
• Rich content


Action:
• Change job
descriptions
71% saw it as a serious problem before the campaign, this rose to 90% after the campaign.

Insight: peer-to-peer is a powerful behavioural change driver
Action: What content is valuable enough for them to share?
Insight:
• tools and
widgets are
valued. 393k
users.
• Knowledge in
organisation
may be used
outside
Action:
• Identify
frontliners who
have the
knowledge
Insight: community will appear in the strangest places.
Action: blend-in!
The challenge of 2.0 to you



 Where are we on this?
 Where to start?
 How to behave?




                              21
Start by understanding the spectrum
of engagement


 Passive                Active               Engaged

Passive      Signpost     Respond   Debate       Discuss
monitoring
Prepare to go on a journey
 Empower staff: Principles for
 participation online
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
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
How others are preparing: 1


• Social media is an opportunity to drive new levels of
  engagement
• Brands should be creating content or services
   – Consumers are – brands are no different
• Brands can help connect consumers with premium content
• There is a need to be open and honest
   – No secrets in the world of social media
• Let consumers create and distribute
  your content freely and without
  control
• Social media is globalising media
  consumption
   – Consistency of brand message
     is essential
    How should brands behave?

Be honest
Be transparent (what’s in it for you?)
Be useful
Give me an experience (not a bag or something)
Don’t try too hard
From 2.0 to 2.1: the challenge
of evaluation


 Novelty will run out
 Business cases for investing in 2.0 activity
 The need for evaluation




                                                 27
We will measure success in many different ways…

  Reach                               Clicks
                   Impressions
  Repeat website
                                      Dwell time
     visits
                    Changes in              Ad
 Awareness          perception         interactions

Change in           Number of               Leads
behaviour          pages visited          generated

   Message recall
                                 Tell a friend
2.0 and the Anti-fraud domain


   Search for fraud on DG and BL




                                    29
Distribution
Insight:
• connections
generate leads

Action: how do
we investigate?
Digital shoe
leather?
Who do they turn
to online?
Who has the
Who has the onlin
authority?
Who has your
confidence?
Who is
impersonating you
out there?
In conclusion


   Go listen
   Then converse
   Understand the spectrum
   Prepare for organisational readiness

								
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