Introduce Web 2.0 & Social Mediain the Public Sector

Case Study:Public Health Agency of Canada

Presented at the Advanced Learning Institute's 4th Social Media SummitTuesday, April 1, 2008 www.digitalOttawa.com

Who we are

Communication and marketing consultants with a passion for the Web since 1995. Working with public sector organizations such as...

• Canadian Heritage• Canadian Museum of Civilization Corporation• Canadian Museum of Nature• Canadian Security Intelligence Service• Elections Canada• Environment Canada• Foreign Affairs and International Trade• Health Canada• Industry Canada• Justice Canada• Parks Canada• Public Health Agency of Canada• ...

Public Health Agency of Canada (PHAC)

New approach to federal leadership and collaboration with provinces and territories on efforts to renew the public health system in Canada and support a sustainable health care system.

Web 1.0 vs Web 2.0

Web 1.0– Eyeballs– Microsoft Encarta– Personal Web sites– CMS*– Directories– Instant Messenger

Web 2.0– Hands– Wikipedia– Blogging– Wikis– Tagging– Twitter

ONE WAYCONVERSATION

MULTI-WAYCONVERSATION

What is Web 2.0 & Social Media

What does an organization do with “it”?

What we’re moving towards

a. participating in the conversation

b. initiating conversation

c. sharing content

d. social media in “all” marketing

Challenges for the public sector

• Risk adverse• Slow with change• Policies & processes• Information control• Human resources• Standards and guidelines• Technical infrastructure• Official languages• Governance• Security and legal aspects• …

a. participating in the conversation

b. initiating conversation

c. sharing content

c. sharing content (mashup)

d. social media in “all” marketing

How to get there

1. Needs Assessment

2. Educating

3. Planning

4. Implementing

What has been done at PHAC

Received buy-in Approved Strategy Governance Policies & processes

– Blog policy Human Resources

– New Job Descriptions• Communications• Marketing• Publishing• PR• IM/IT

Budgets– short and long term

5. Coaching

What has been done at PHAC

6. Evaluating

Back to > Needs Assessment

Why?

~2,000 years of One Way Communication

Web 2.0 + Social Media make Multi-Way possible

Why?

HUGE Social behavioral changes are happening!

Expectations!!!• Improve Collaboration• Improve Communications• Increase Responsiveness• Increase Transparency• Increase EngagementAccessible, Affordable and Effective

Why? Who runs the world in 5yrs?

Source: www.deloitte.com/dtt/article/0,1002,sid%3D2245%26cid%3D156096,00.html

Why? It’s HERE!!!

Questions?

Catch us @

www.digitalOttawa.com

Examples – blogs

www.citizenvoices.gg.ca blog.privcom.gc.ca

Examples – bloggers UK

blogs.fco.gov.uk

Examples – PMO on YouTube

www.youtube.com/user/pmocpm

Examples – social marketing

www.flickoff.org www.abovetheinfluence.com

Examples – social marketing

www.stupid.ca www.thatguy.com