Empowering Civic Participation in the Policy Making Process through Social Media

Robert Kleinfeld

Fraunhofer FOKUS | Competence Center Future Applications and Media

Policy Gadgets Mashing Underlying Group Knowledge

in Web 2.0 Media

Fraunhofer Institute for Open Communication Systems (FOKUS)

Fraunhofer FOKUS 20122

Intelligent Services and Applications for Smart Cities

1 Project Overview: Scope

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What is PADGETS about?

PADGETS is about “Policy Gadgets”

PADGETS is about bringing the policy making process to the social web

PADGETS is about increasing trust and transparency

PADGETS is about truly engaging people to the policy formulation process

PADGETS, finally, is about the actual voice of society as expressed in everyday Web activities


1 Project Overview: Approach

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PADGETS AnalyticsPADGETS Simulation

Model

Homogenized feedback from

Multiple Activities over SMPs

Context Driven Publishing

across multiple SMPs

ViewingReplying

RepublishingBookmarking

PostingCommenting

RatingLinking

External ContentPolicy DescriptionsPolicy Statements

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1 Project Overview: Scenario

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Policy titleTo prohibit smoking at train stations and bus stops and to gather feedback on the policy

PADGETSResponseCollector

I will set up a policy campaign about the Introduction of citizen eID cards in Greece.

I use a Padget to write the policy statements and to

attach supporting documents pictures and video files.

I select the target social media platforms

to publish.

Padget will show previews for each social media platform

Write commentsPublish

Collect responses and Analysis of results will be sent by e-mail

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2 Product Features: Platform

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AnalyticsTrack all your analytics, from growth to engagement, in one convenient dashboard.

Monitor

Monitor your audience growth over time, and compare your social presence to other politicians including your policy topics.

Campaign Manager

Create and manage policy campaigns. Use text, surveys, pictures and videos to setup your campaign.

Publisher

Publish engaging content across multiple social media platforms and target it to reach your global audience in a personalized way.

Social Media

Access to multiple social media platforms for unlimited engagement with your audience.

3rd Party Tools

Use various platforms and devices to manage your campaigns, flexible and independent.

Automated Reports

Generate daily, weekly or monthly reports of your campaign. Receive up-to-date results any time.

Scheduler

Draft and schedule messages to send at a time your audience is most likely online.


2 Product Features: Mobile

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Cross-platform AppsKey features of PADGETS for Android include:

Mobile native application for policy maker and citizens

Create and manage policy campaigns Publish policy messages across

multiple social media platforms Receive notification for new campaign

related posts Take action in feedback conversations


2 Product Features: Widget

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iGoogle GadgetKey features of PADGETS for iGoogle include:

Widget application for iGoogle dashboard with focus on citizens interaction

Follow campaigns and policy messages View campaign details Give feedback via survey and polls to a

policy campaign


3 Platform Components: At a Glance

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MANAGE / ANALYZE COMPUTE PUBLISH / MONITOR

Social Media Connector

Data Mining Engine

Decision Support Engine

Publishing, Aggregationand Notification System

Visualization Engine

Campaign Manager

Report Creator

3rd Party Tools

Analyst

Social Media Platforms

Facebook

Blogger

Youtube

Twitter

Dashboard Application Server

RDBMS


3.1 Campaign Dashboard

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Scope: Lightweight web-based dashboard based on. Policy makers and their consultants are able to

author, track, monitor and analyze policy campaigns. Technologies:

Features: Authoring features for campaigns (creation, updates),

status messages (creation updates), media content (file upload, updates), surveys & polls

Managing features for social media platform accounts, analytics / reports and team management



11 Fraunhofer FOKUS 2012


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1. Campaig

ns

2. Message

s

3. Feedback Stream

Dashboard Tools: Settings, Scheduler, Reports,Tools

Campaig

ns



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Sentiments of

Comments

Acceptance,

Awareness and

Interest

Trend Topics in Comment

s

Social Media

Metrics

Analytics


3.1 Mobile Dashboard

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Scope: Cross-platform Mobile Dashboard addresses policy

makers and citizens Follow and take action in policy campaigns and

related topics at any time and place Technologies:

Features: Provides features for citizens with commenting

and tracking of political debates which are initially published by a policy maker

Provides features for policy makers with campaign authoring and analytics



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Campaign

Authoring

ContentAuthorin

g

Policy

Makers

Take Action into Policy Campaigns

View Feedback Streams



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Give Feedback to Policy Topics

View Feedback Streams

Search for Policy

Topics

Citizens


3.1 iGoogle Dashboard

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Scope:

iGoogle Gadget for citizens

Features:

Follow and take action in policy campaigns and related topics at any time and place

Policy

Makers &

Citizens

Give Feedback to Policy Topics

Search for Policy

Topics


3.1 Social Media Platform Container: Examples for Facebook and Blogger

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Policy Campaign-

related content

Interaction Features

provided by SMPs


3.2 Publishing, Aggregation and Notification System

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Features: Allow policy

makers to broadcast messages to multiple social networks in just one click

Drive high quality social traffic to policy makers site

Provide abstract API for social media platform access

X XX

XX

Abstract Interface

3rd party APIs

Mapping Module

SOCIAL MEDIA CONNECTOR


Plug-ins

SNPFB, LinkedIn,

MS

PhotoFlickr, Picasa

VideoYoutube, Picasa

BloggingBlogger, WP

LiveUstream

SMP


3.2 Publishing, Aggregation and Notification System

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Social Media MetricsAPI


Collect raw social media data based on APIs

Topic distribution over time, region and key performers

Facebook: fans, comments (gender, age group, location, language)

Blogger: comments (username, date)

Twitter: followers, friends, tweets and retweets (username, location, date, search by hashtag)

Youtube: views, likes, dislikes, comments (username, date)

3.2 Decision Support Engine

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Text Mining

Opinion Mining 3-stage Classifier

NLP Tools


RDBMS MySQL

Application Server

Scheduled Analysis and Reporting

Dashboard Access

Social Media MetricsSurvey & Polls

Indicators:Awareness,InterestAcceptance

Features:

Estimate the levels of Awareness, Interest and Acceptance (with age & gender breakdown) generated by a given policy message

Request monitored Social Media Metrics, Survey & Polls from application server

Awareness: provide current and projected level of awareness index

Interest: provide current, resampled and projected level of interest index

Acceptance: provide current, resampled and projected level of acceptance index


3.2 Decision Support Engine: Results

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Levels of awareness, interest and acceptance with age and gender breakdown


3.2 Data Mining Engine

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Features:

Text Mining of comments different languages

Extraction of the sentiment of a single comment or a pool of comments

Provide all of the desired tasks on a schedule basis

Extract which terms are mostly associated with positive or negative sentiments

Text Mining

Machine Learning

Data Transformation

RapidMinder

Data Analysis, ETL, and Reporting Engine

Data Mining Engine

RDBMS MySQL

Application Server

Scheduled Analysis and Reporting

Dashboard Access

Comment

+/- Comment


3.2 Data Mining Engine: Results

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Trend, topic and sentiment of a pool of comments


3.3 Platform Deployment and Pilot Activities

25 Application Server

Dashboard 3rd Party Tools

VisualizationEngine


Data Mining Engine

Internet

XMPP Server


AEGEAN Cloud Infra-

structure

Pilots in Slovenia, Greece and Italy


4 Demonstrators for Campaign Manager, Mobiles & iGoogle

26 Fraunhofer FOKUS 2012

Thank You!

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PADGETSDiscussion?

Contact UsRobert KleinfeldEmail: [email protected]: www.fokus.fraunhofer.de/en/fame/Phone: + 49 30 – 3463 – 7108

www.padgets.eu


Technology

Empowering Civic Participation in the Policy Making Process through Social Media