datamatix gitex conference_govt_social_media_22_oct_2013

Government Social Media- Global Trends

Government Social Media-Global Trends & its Impact

Dubai, 22.10.2013

Dr. Usman Zafar Country Manager – MENA [email protected]


]init[ in a Minute

Specializing in IT Solutions for Governments, Administrations, NGOs, Financial Institutions and Businesses since its Founding (1995)

Privately Held & Technology Independent

Over 200 Employees in five Departments:

Applications & Platforms

Consulting

Content & Media Services

Creative & Portals

Operations

Business Volume 2011: 22 Million Euro (thereof over 80% in public sector)

Certified Quality Management (ISO 9001:2000) and Certified IT Security Operations Management (ISO 27001)


UN Survey 2012: Selected UAE Scorings

UAE now rank 28 in the E-Government Development

Index

UAE are highlighted as a top performer and rank 8 in

one-stop-government (“whole of government”)

UAE rank 12 in online service sophistication

Among South Korea UAE scores very high (100 %) for

the indicator “e-decision making”

(e.g.Government provides confirmation receipt on

citizen sent communication; Government provide

outcome on feedback received from citizens

concerning the improvement of their services)

Low medium scorings for the indicators e-information

(50%) and e-consultation (54%)


Strategy of Adoption: Establish your own networks and channels


US Department of Homeland Security

- launch 2009

Strategy of Adoption: Examples for Government Platforms

Federal Ministry of Economics & Technology

Federal Ministry of Foreign Affairs

Federal Ministry for Family & Youth

- civil servants

- external experts

- 50,000 members

- corporations

- civil servants

- 1,760 members

- diplomats

- Members of int. organizations

- citizen

- external experts

- police

- 270,000 user

- 300 Cont.Mg.

German Police Forces

- personal profiles, wikis, forums, blogs, topic groups, job search

- launch 2012

- launch 2008

- personal profiles, career service, address directory, forums, wikis

- launch 2011

- discuss and create policy for usage of Internet by children

- launch 1999

- closed user groups, DMS, wikis, forums, surveys, business applications

- personal profiles, customized homepage, forums, tagging, business opportuniy matching,


EXTRAPOL

Extranet and collaboration

platform of the German police

forces

Numbers: 270,000 Users, 300

Content Manager

Scope:

Closed User Groups

Wikis, Forums

DMS

Surveys

Business intelligence applications for law enforcement procedures and cross level cooperation

Strategy of Adoption: References by ]init[


Use it daily 75%

Use it for

transnational

reasons

40%

86% Don’t want to go without EXTRAPOL

anymore

Use besides the information space also the

collaboration space

50.000

potential users registered users in closed user groups 12.000

Taken from a policemen online survey and (web) statistics *

hits per day

20%

270.000


Why Government needs to Embrace Social Media for better Public

Engagement?


Communications Tools in 2012 Traditional New


What do you want to achieve?

Use Social Media to listen

Use Social Media to ask questions

Use Social Media to extend your contacts

Use Social Media to drive your existing contacts

Use Social Media to sell your IP

Use Social Media to sell your products or services


The Social Media Landscape is Rather Stable


„The stronger the extent of personal concernment, the more relevant and controversial the issue, the stronger the factual participation opportunities, the lower the effort and time, the higher the personal added value and the better the quality assessment during the participation process, … the more successful the eParcticiation process and people‘s engagement. (J. Bogumil 1999 – „All politics is local“)


THINK. Of the possibilities.


IMAGINE. The implications.


WITNESS. The revolution.


Companies in the Middle East spent

22% on digital while 58% are increasing digital budgets next year.


$90B spent

online

in MENA in 2012 alone.


SOCIAL MEDIA influences company reputations, shapes brands.


Social Media users as a percentage of all Internet users

67% of Internet users engage with Social Media

Source: comScore World Metrix


Social Media users by global region

Asia Pacific Europe North America Latin America Mid East/Africa

Source: comScore World Metrix

34.55%

28.47%

22.61%

9.17% 5.20%

Based upon unique visitors in June 2013


82.9% 72.8% 63.2% 57.3% 54.8% 52.2% 45.2% 33.7%

Source: UM Wave 3

Global use of Social Media


Is Government really ready to have a conversation for better Public

Engagement?

United Arab Emirates Case Study

The Problem / The Opportunity

And the same situation

applies for local government

entities across the country

BUT…

Emirates eGovernment Case Study


So, they needed advises on how to decide on key social media issues

For most of them, social media is an unchartered territory.



This shift towards social media adoption is a trend across GCC


Key driving opportunities:


Key driving opportunities: contributing to the national agenda of UAE


Enhancing the cross-government

collaboration

Enriching public engagement

Maximizing the public value delivered to

the citizens


Key driving opportunities: contributing to the national agenda of UAE


Enhancing the cross-government collaboration

Source: Salem, F. and Jarrar, Y. 2009. Cross Agency Collaboration in the UAE Government, the Role of Trust and Impact of Technology. Dubai School of Government.

Many government entities in UAE tend to work in “silos” or “competitive” modes



Enhancing the cross-government collaboration

Source: Salem, F. and Jarrar, Y. 2009. Cross Agency Collaboration in the UAE Government, the Role of Trust and Impact of Technology. Dubai School of Government.

Social networking is considered by

government employees among the

top technologies that could increase

the level of collaboration within the

UAE government




66.56

52.38 51.01 50.76 50.40 48.08

46.22 45.92 45.38 44.92

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

Iceland Hong Kong Canada Norway Singapore Denmark US UK UAE Australia

Source: Arab Social Media Report – Dubai School of Government, 2011.

UAE is among top 10 countries in Facebook usage




0.08 0.17 0.74 0.74 0.90 1.07 1.19 1.26 3.74 3.99 5.24 5.49

7.55 7.55

10.76 12.24

17.06

17.55 20.64

23.11

33.95 34.27

42.93

45.38

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

50.00

Source: Arab Social Media Report – Dubai School of Government, 2011.

Almost half of UAE population has accounts on Facebook



As a result, government entities in UAE can leverage the power of

social media to enrich citizen engagement and improve public

services.

Otherwise, we might witness a

“Government-Society Social Media Divide”



The Solution / The Challenge

To develop policy guidelines for government entities in

UAE on how to use social media tools in responsible, safe

and effective manners to communicate with the public

and engage them in designing and delivering

government programs and services


Public Conduct

Legal Issues

Access Manag-ement

Account Manag-ement

Content Manag-ement

Employee Conduct

Security

Privacy

Policy Issues

Emirates eGovernment Social Media Policy Guidelines Government agencies’ unique challenges with using social media


The Social Media ROI Cycle

Adoption of social media happens in three distinct stages

Stage 1: Launch Stage 2: Management Stage 3: Optimization

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.



Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer

Launching

the Big 4

Stage 1: Launch 100% of the efforts are typically focused on launching the Big 4: LinkedIn, Facebook, Twitter and YouTube. (Some companies dive into the Big 4 Plus More which include blogs, SlideShare, e-newsletters, Flickr, etc.)

•Approach: Executional

•Focus: Short-Term

•Objective: To Have a Social Media Presence

•Results: Negligible

1

2

3


1

2

3



Stage 2: Management In Stage 2, approximately 60% of a company’s focus is on the Big 4 (or the Big 4 Plus More), 10% of the focus is on creative and offer development, 20% on quantitative metrics (traffic, inbound links, likes, etc.) and 10% on qualitative metrics (brand sentiment, surveys, polls, etc.).

•Approach: Tactical

•Focus: Mid-Term

•Objective: Customer Engagement

•Results: Increased Traffic

Big 4 plus

More

Creative

Quant.

Qual.

New initiatives




Stage 3: Optimization Approximately 25% of the focus is on the Big 4 Plus More,10% on creative and offers, 10% on quantitative metrics, 10% on qualitative metrics, 25% on improving conversion and optimizing the campaign and 20% on tracking profits and ROI.

•Approach: Strategic

•Focus: Long-Term

•Objective: Social Media ROI

•Results: Revenue Growth

1

2

3

New initiatives

Big 4 plus

More

Creative

Quant.

Qual.

Conversion/

Optimization

ROI


7 Important factors to be kept in mind for better customer service

via social media


CeBIT, 7.03.2013 [email protected]

Success factors for apps


CeBIT, 7.03.2013 [email protected]

Key to success #1: clearly defined use cases

The use case has to be attractive.

Ask yourself the following questions:

Who is your target group? What is your aim?

What kind of added value does the app provide for its target audience? What kind of services should the app offer?

What kind of location-independent services can be offered? What does the use case look like?

How to make use of the smartphones functionalities (GPS, camera, sensors, Internet access, voice input)?

Is it a reoccuring use case?

Are there any restrictions (internet accessibility, security regulations)?



The use case has to be attractive.

aim sentiment place time

How much time do I have?

Where am I right now?

What do I want to achieve?

How do I feel?



using a device is context-dependend

At home or in the office To get tasks done, that are time-consuming and need special attention

mainly at home for entertainment & surfing no time limit in relaxed atmosphere

on the go and at home to communicate and connect Fast information access

smartphones

tablets

laptop


Social Media in Government:

8 Best Practices Based on Lessons Learned

1. Mission drives everything: clarity is crucial

2. Let policy guide, but not paralyze you

3. Know the environment

4. Consider a pilot as a proof-of-concept

5. Secure support of senior leaders

6. Create internal cross-functional alignment

7. Roll out, don’t launch

8. Keep listening & let what you hear inform your participation


Thank you very much.

Location, 10/27/2013 [email protected]

Dr Usman Zafar Country Manager- ]init] ME

Email:[email protected]

Cell: +971556348894

www.init.ae