government public relations in the age of web 2.0 presented by nick jones, director of interactive...
TRANSCRIPT
Government Public Relations in the Age of Web 2.0
Presented by Nick Jones, Director of Interactive Services, COI, UK Government10 April 2023
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
Agenda
3
Where I’m coming from
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…
COI
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…
France4m
Italy3.4m
Turkey2m Pakistan
0.97m
Czech0.6m
MEXICO4.1m
China43m
South Korea9.7m
Taiwan4.2m
Philippines2.4m
BRAZIL7.6m
Spain4.5m
India8.7m
Japan14m
HongKong
1m
USA26.4m
CANADA1.6m
UK4.5m
Greece0.3m
Australia1m
Germany5.2m Romania
0.5m
Denmark0.3m
Poland1.1mNetherlands
1.6m
Switzerland0.5m Austria
0.4m
Hungary0.1m
Russia2.4m
It’s about creating content
% Write their own blog
60%+
40% -60%
30%-40%
<30% 16-54 Active Internet Universe Estimates
Source: www.universalmccann.com Wave 3 survey
Italy3.9m
Germany8.2m
Switzerland0.9m
USA43m
Spain4.7m
France4.2m
Japan12.4m
Czech0.8m
Denmark0.6m
Austria0.6m
Greece0.5m
Turkey3.3m
China39m
India11.7m
South Korea9.4m
Romania1.4m
Netherlands3.7m
CANADA4.2m
UK11m
Australia2.6m
Hong Kong1m
MEXICO5.1m
BRAZIL11.4m
Pakistan1.8m
Poland2.7m
Taiwan3.9m
Philippines3m
Hungary1m
Russia6.1m
It’s about connecting and sharing
% joined a social 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?
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Start by understanding the spectrum of engagement
Passive monitoring
Signpost Respond DiscussDebate
Passive Active Engaged
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 distributeyour content freely and withoutcontrol
• Social media is globalising mediaconsumption – Consistency of brand message
is essential
How should brands behave?
Be honest
Be transparent (what’s in it for you?)
Be usefulGive 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
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ImpressionsReach Clicks
Awareness
Message recall
Changes in perception
Repeat website visits
Tell a friend
Dwell time
Number of pages visited
Leads generated
Change in behaviour
Ad interactions
We will measure success in many different ways…
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 authority to respond?
Who has the online authority?
Who has your confidence?
Who is impersonating you out there?
In conclusion
Go listen Then converse Understand the spectrum Prepare for organisational readiness