social communications in the age of transparency · © intersticia 2012 social communications in...

© Intersticia 2012

Social Communications in the Age of Transparency

Anni Rowland-Campbell Wednesday 21st March, 2012

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“Governments need information to govern; citizens need information to hold government

to account.” Brendan O’Connor OAIC Conference, November 2011

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Technology

Culture

Society The Polity

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Being Social … it’s all about “the people”

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"Social media" are really just technologies

that facilitate conversa:ons.

Sean Carton, ClickZ

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A revolu:on doesn’t happen when a society adopts new tools, it happens when a society adopts new

behaviours.

Clay Shirky

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From just one tweet … over 30 bits of metadata … all about you

hDp://mehack.com/map-‐of-‐a-‐twiDer-‐status-‐object

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What if data were a person? What if we designed for data the way we

design for people?

Genevieve Bell

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Strategy is ac:ons taken today to meet tomorrow’s objec:ves.

Peter Drucker

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Being Strategic – Smart Thinking

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Social Media Engagement

Hub

TwiDer Email

Apps

Call Centre

Direct Mail

Website

Facebook YouTube

Talk back radio

Print

Face to face

Television

Virtual mee:ngs

Virtual worlds

(Adapted from Alterian)

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Trust is changing

Edelman

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Being Savvy ... clever execution

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Social

Strategic

Savvy

Common Sense Good manners

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Social Media is Counter-intuitive … it’s all about people!

Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a conversation

Adapting the message/ beta

Focused on the consumer / Adding value

Influencing, involving

User created content / Co-creation

Communications Media Social Media

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Fair Work Ombudsman

What are you looking at?

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Fair Work Ombudsman

• Social – targeted campaign to a community or group – focused on their needs

• Strategic – integrated within the framework of the overall business, not stand alone

• Savvy – understood that Web 2.0 is the “people’s space”

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Casserole

• Social – leveraged community groups and peoples’ need to contribute

• Strategic – integrated into other campaigns and an existing mindset and system

• Savvy – gave them a purpose

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Kony 2012

• Social – appealed to people on all scales

• Strategic – leverage social technologies linked to an ongoing strategic campaign

• Not quite so Savvy – awoke people to a geniune problem and gave them a call to action … but …

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Some resources

• The conversation article re the Kony2012 campaign – http://theconversation.edu.au/viral-video-gone-bad-

kony-2012-and-the-perils-of-social-media-5925

• Digital anthropology - see the work of – Danny Miller at University College London (http://

www.ucl.ac.uk/anthropology/people/academic_staff/d_miller)

– Lucy Suchman at Lancaster Univeristy (http://www.lancs.ac.uk/fass/sociology/profiles/31/)

– Genevieve Bell’s 2011 Gov 2.0 Presentation on data – “http://www.youtube.com/watch?v=Nvn_l_Vh3hw”

• The Semantic Web – Kate Ray’s video - http://kateray.net/film/

• Data and privacy – PEW Internet report - http://pewinternet.org/Media-

Mentions/2012/Pew-report-finds-people-are-getting-more-privacysavvy-on-social-networks-prune-friend-lists.aspx

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