Government Public Relations in the Age of Web 2.0

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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
03 August 2009
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• 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

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Where Im coming from

• COI

• Central Office of Information,
• UK Governments 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

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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

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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, dont duplicate

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Some of the things we dont do well.

• Finding it. We have too many websites, we dont
  address the right things to the right people and
  we dont label our content well enough.
• We dont think about the design of our services
  upfront were 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.

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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

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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

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Much more than MySpace, Facebook and Bebo
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Its about creating content
16-54 Active Internet Universe Estimates Source
www.universalmccann.com Wave 3 survey
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Its about connecting and sharing
16-54 Active Internet Universe Estimates Source
www.universalmccann.com Wave 3 survey
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Government forays into 2.0
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• Insights
• Networks
• Rich content
• sharing

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

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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?
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• Insight
• tools and widgets are valued. 393k users.
• Knowledge in organisation may be used outside
• Action
• Identify frontliners who have the knowledge

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Insight community will appear in the strangest
places.Action blend-in!
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The challenge of 2.0 to you

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

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Start by understanding the spectrum of engagement
Passive
Active
Engaged
Passive monitoring
Discuss

• Signpost

Respond
Debate
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Prepare to go on a journey
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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_me
  dia/participation.asp

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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 distributeyour content
  freely and withoutcontrol
• Social media is globalising mediaconsumption
• Consistency of brand messageis essential

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Be honest Be transparent (whats in it for you?)
Be useful Give me an experience (not a bag or
something) Dont try too hard
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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

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We will measure success in many different ways
Reach
Clicks
Impressions
Repeat website visits
Dwell time
Changes in perception
Ad interactions
Awareness
Number of pages visited
Leads generated
Change in behaviour
Message recall
Tell a friend
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2.0 and the Anti-fraud domain

• Search for fraud on DG and BL

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Distribution
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• Insight
• connections generate leads
• Action how do we investigate?
• Digital shoe leather?
• Who do they turn to online?
• Who has the authority to respond?

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Who has the online authority? Who has your
confidence? Who is impersonating you out
there?
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In conclusion

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

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