SM
S M
anag
emen
t & T
echn
olog
y Government 2.0Trends and adoption strategies
Matthew HodgsonACT Regional-lead, Web and Information ManagementSMS Management & Technology
Web Standards Group, November 2008
Management & Technology
SM
S M
anag
emen
t & T
echn
olog
y
“…wikis can be used for
collaboration with your
stakeholders…”
SM
S M
anag
emen
t & T
echn
olog
y
“… social computing tools can work in teams
… less successful in organisations that love hierarchy and
are process driven …”
SM
S M
anag
emen
t & T
echn
olog
y
I ♥ Government 2.0
AGIMO Web 2.0 in Government
seminar5 Dec 2008!
SM
S M
anag
emen
t & T
echn
olog
y
Podcasts and Slideshare
www.slideshare.net/magia3eBlog: magia3e.wordpress.com
SM
S M
anag
emen
t & T
echn
olog
y 10 years of government online
One-way communication
Static web
330,000 inaccessible PDFs
106,000 Word docs
6,330 PowerPoint
500,000 static HTML
Government voice
Bureaucrat-speak
Manual processes
Careful editorial processes
Disclaimers
Program-based navigation
Complex navigation
Crafted communications
Reactive
Unresponsive
Government voice
Information-based
Risk averse
SM
S M
anag
emen
t & T
echn
olog
y
the web today?
the web today?
Social bookmarks
Music
Pictures
Wikis
Video casting
Events
Documents
Video
Video aggregation
Events
Customer service networks Niche networks
Social networks
SMS & voice
Lifestreams
Micromedia
BlogCommunities
Blogs/ conversations
BlogPlatforms
Comment and reputation
Crowdsourced content
SM
S M
anag
emen
t & T
echn
olog
y
… more about relationships, not information …
… enabling human interaction …. online
the web today?
…access to people
SM
S M
anag
emen
t & T
echn
olog
y
Mmmm….President…
SM
S M
anag
emen
t & T
echn
olog
y
I ♥ web stuff! 0.5 billion
use social computing
$UD 1.8 billion
SM
S M
anag
emen
t & T
echn
olog
y
The many faces of Obama
SM
S M
anag
emen
t & T
echn
olog
y
What style of government for Obama?
• Only about births, deaths and marriages
• People come to ‘worship’ then leave
• About religion• Preach from the
pulpit
• Where the people are• People come to talk,
buy, sell, interact, eat, drink, socialise
• About community• Talk in the streets
Cathedral Bazaar
SM
S M
anag
emen
t & T
echn
olog
y
What style of government for Obama?
• Where public policy is made
• People get info and then leave
• Focus on official government information
• Communicate widely via expensive TV, radio, print
• Where the people are• People come to talk, interact,
collaborate• Focus on community and
relationships• Communicate cheaply via word-
of-mouth, discrete, targeted web channels
Gov 1.0 Gov 2.0
SM
S M
anag
emen
t & T
echn
olog
y
The Bazaar as Gov 2.0
It’s an opportunity to take government to the people!
Examples:• Blogs• Communities• Twitter• Wikis• YouTube• Flickr
SM
S M
anag
emen
t & T
echn
olog
y Government Blogsconversations, sharing, trust,
identity, presence
SM
S M
anag
emen
t & T
echn
olog
y
“a survey into Canadian’s views on
their government’s use of Web 2.0”
SM
S M
anag
emen
t & T
echn
olog
y
“We know he didn’t take [the photos]…
but they are still real, authentic and human”
SM
S M
anag
emen
t & T
echn
olog
y
Discus sustainability
User stories
SM
S M
anag
emen
t & T
echn
olog
y
by Colin McKay
… a human face behind
the message
SM
S M
anag
emen
t & T
echn
olog
y
The UK’s PM goes where the conversation is
SM
S M
anag
emen
t & T
echn
olog
y Government Communitiesconversations, community,sharing, membership, trust,
comments, criticisms
SM
S M
anag
emen
t & T
echn
olog
y
Creating communities
Engaging the public on
policy
SM
S M
anag
emen
t & T
echn
olog
y
Taking the conversation to the people.
Making it about people
and relationships
SM
S M
anag
emen
t & T
echn
olog
y Government on Twitterconversations, community, identity
SM
S M
anag
emen
t & T
echn
olog
y
Taking the conversation to the people
Making it about people
and relationships
SM
S M
anag
emen
t & T
echn
olog
y
Engaging and interacting
with the public
SM
S M
anag
emen
t & T
echn
olog
y Government Wikisconversations, community, identity
SM
S M
anag
emen
t & T
echn
olog
y
Making it easy to interact
About community
SM
S M
anag
emen
t & T
echn
olog
y
Putting a human face
behind information
SM
S M
anag
emen
t & T
echn
olog
y
Making your own
communities
SM
S M
anag
emen
t & T
echn
olog
y Government on YouTubeshare, conversations
SM
S M
anag
emen
t & T
echn
olog
y Taking the conversation to the people
SM
S M
anag
emen
t & T
echn
olog
y Government on Flickrshare, community, conversations,
tag, comment
SM
S M
anag
emen
t & T
echn
olog
y
Encouraging participation & interaction
Taking it to the people
SM
S M
anag
emen
t & T
echn
olog
y Issues in Government
SM
S M
anag
emen
t & T
echn
olog
y
But Web 2.0 in government is risky!
…I think web 2.0 is really
dangerous…
Users contributing?!
No strict editorial control?!
Interactingdirectly with the public?
SM
S M
anag
emen
t & T
echn
olog
y
The problem
Research shows:• Government-speak hard to understand• Boring, uninteresting, ‘not another gov website’
attitude
Google & search engine optimisation:• Rank relationships and conversations higher• Rank ‘anonymous’ information lower• Gov info not getting high enough search profile
SM
S M
anag
emen
t & T
echn
olog
y
Gov 2.0 adoption strategies
Aims:• Make information accessible, relevant & easy to understand –
no government ‘speak’• Explore the new web world – learn as you go• Learn from others’ successes & failures• Be open about the project – what you’re doing and how• Share experiences with others
How?• Identify and engage existing communities• Grow our own community – thought leaders, interaction,
engagement• Make it relevant – employ a user-centred design
SM
S M
anag
emen
t & T
echn
olog
y
Frameworks for doing good Gov 2.0
Planning Project Execution
User-engagement
strategyForrester’s POST methodology
PMBOK for governance, managing risk, reporting and scheduling
Jesse James Garrett’s Elements of User Experience for user-centred design
Engage with users with web2.0 tools
Identify goals of tools through applying Apply Karl Long’s Building Blocks of the Social Web
SM
S M
anag
emen
t & T
echn
olog
y
Applying Forrester’s POST
People: • Assess your users’ social activities• Don't start a social strategy until you know the capabilities of your audience.
Objectives:
• Decide what you want to accomplish• Is this about listening to citizens, talking with them, collaboration? •How you will measure success?
Strategy: • Figure out what will be different after you're done• Closer, two-way relationships?• Better access to your information?
Technology: • A community. A wiki. A blog or a hundred blogs as a reflection of user interaction requirements
Source: Forrester, 2007
SM
S M
anag
emen
t & T
echn
olog
y
Managing risk through good governance
Internal stakeholders
Internal stakeholders
Steering Committee (SES)
Project Manager
Design Team
TechnicalTeam
ChangeTeam
Web2.0 advisor
Strategic comms advisor
Project Support
ContractManagement
FinancialManagement
Project Assurance
Project Team
SM
S M
anag
emen
t & T
echn
olog
y
Create ‘interaction rules’FutureMelbourne Wiki’s participation guidelines and rules for interaction:• Civility • Criticise ideas, not people • Consensus • No copyright material • Use your real name • No sock-puppetry • Be bold • Connect with others • Build the web • Dispute Resolution
Source: FutureMelbourne Wiki, 2009
SM
S M
anag
emen
t & T
echn
olog
y
How to make it relevant to peoples’ needs?
Employ a user-centred design!
User needsU
ser attitud
esU
ser
exp
ecta
tio
ns
User capabilities
Businessstrategy
PRACTICAL
SOLUTION
SM
S M
anag
emen
t & T
echn
olog
y
Garrett’s ‘Elements of User-Experience’Strategy:• Business strategy, identify users, plan for alignment of bothScope:• Research users’ needs, wants, ‘green’ behaviour• Content based on users’ information needsStructure:• Organise & structure how users want to consume information• Intuitive navigation and categoriesSkeleton• Include widgets that encourage interaction – comments, ratings, tagsSurface:• Graphic design
SM
S M
anag
emen
t & T
echn
olog
yUser-engagement strategy with web 2.0 toolsAims:• Engage people in their own
communities• Engender trust in what we’re
going and that it is of value to them
• Build relationships• Share and be open about
what we’re doing and how• Develop a web presence• Drive traffic to the website
identity
presence
relationships
trust
groups
conversations
sharing
SM
S M
anag
emen
t & T
echn
olog
y
Drive traffic from Google
SM
S M
anag
emen
t & T
echn
olog
y
Leverage conversations
SM
S M
anag
emen
t & T
echn
olog
y Conclusionslearnings so far?
SM
S M
anag
emen
t & T
echn
olog
y
Lessons learned on these projects
The web is changing:• From – static information• To – communities and relationships• Google likes blogs, but not static websites
To be relevant:• Start to change the way we deliver information &
services• Make it real, engage, communicate, interact
SM
S M
anag
emen
t & T
echn
olog
y
Take home messages
Government 2.0 is more than just the Web 2.0 stuff
To succeed is easy, but:• Takes planning, make strategy, leverage expert web2.0 know-
how
Gov 2.0 is an opportunity to:• Engage in the conversation – be responsive• Build relationships – establish trust• Speak their language – ‘plain English’• Make it user-centred, not Program specific• Help lead people to the important government stuff
SM
S M
anag
emen
t & T
echn
olog
y
… the future is the bazaar
SM
S M
anag
emen
t & T
echn
olog
y FinQuestions?
Management & Technology
SM
S M
anag
emen
t & T
echn
olog
y Government 2.0Trends and adoption strategies
Management & Technology
SM
S M
anag
emen
t & T
echn
olog
y
Matthew HodgsonACT Regional-lead, Web and Information Management
SMS Management & Technology
Blog: magia3e.wordpress.comTwitter: magia3e
Slideshare: www.slideshare.net/magia3e
Email: [email protected]: 0404 006695
Management & Technology