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Government Social Media- Global Trends
Government Social Media-Global Trends & its Impact
Dubai, 22.10.2013
Dr. Usman Zafar Country Manager – MENA [email protected]
Government Social Media- Global Trends
]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)
Government Social Media- Global Trends
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%)
Government Social Media- Global Trends
Strategy of Adoption: Establish your own networks and channels
Government Social Media- Global Trends
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,
Government Social Media- Global Trends
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[
Government Social Media- Global Trends
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
Government Social Media- Global Trends
Why Government needs to Embrace Social Media for better Public
Engagement?
Government Social Media- Global Trends
Communications Tools in 2012 Traditional New
Government Social Media- Global Trends
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
Government Social Media- Global Trends
The Social Media Landscape is Rather Stable
Government Social Media- Global Trends
„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“)
Government Social Media- Global Trends
THINK. Of the possibilities.
Government Social Media- Global Trends
IMAGINE. The implications.
Government Social Media- Global Trends
WITNESS. The revolution.
Government Social Media- Global Trends
Companies in the Middle East spent
22% on digital while 58% are increasing digital budgets next year.
Government Social Media- Global Trends
$90B spent
online
in MENA in 2012 alone.
Government Social Media- Global Trends
SOCIAL MEDIA influences company reputations, shapes brands.
Government Social Media- Global Trends
Social Media users as a percentage of all Internet users
67% of Internet users engage with Social Media
Source: comScore World Metrix
Government Social Media- Global Trends
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
Government Social Media- Global Trends
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
Government Social Media- Global Trends
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
The Problem / The Opportunity
So, they needed advises on how to decide on key social media issues
For most of them, social media is an unchartered territory.
Emirates eGovernment Case Study
The Problem / The Opportunity
This shift towards social media adoption is a trend across GCC
Emirates eGovernment Case Study
Key driving opportunities:
The Problem / The Opportunity
Key driving opportunities: contributing to the national agenda of UAE
Emirates eGovernment Case Study
Enhancing the cross-government
collaboration
Enriching public engagement
Maximizing the public value delivered to
the citizens
The Problem / The Opportunity
Key driving opportunities: contributing to the national agenda of UAE
Emirates eGovernment Case Study
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
The Problem / The Opportunity
Emirates eGovernment Case Study
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
The Problem / The Opportunity
Emirates eGovernment Case Study
Enriching public engagement
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
The Problem / The Opportunity
Emirates eGovernment Case Study
Enriching public engagement
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
The Problem / The Opportunity
Emirates eGovernment Case Study
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 Problem / The Opportunity
Emirates eGovernment Case Study
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
Emirates eGovernment Case Study
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
Government Social Media- Global Trends
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.
Government Social Media- Global Trends
The Social Media ROI Cycle
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
Government Social Media- Global Trends
1
2
3
The Social Media ROI Cycle
Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer
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
Government Social Media- Global Trends
The Social Media ROI Cycle
Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer
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
Government Social Media- Global Trends
7 Important factors to be kept in mind for better customer service
via social media
Government Social Media- Global Trends
www.daemondigital.com
© Daemon Group 2008
Government Social Media- Global Trends
Government Social Media- Global Trends
Government Social Media- Global Trends
Government Social Media- Global Trends
Government Social Media- Global Trends
Government Social Media- Global Trends
Government Social Media- Global Trends
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)?
Government Social Media- Global Trends
Key to success #1: clearly defined use cases
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?
Government Social Media- Global Trends
Key to success #1: clearly defined use cases
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
Government Social Media- Global Trends
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
Government Social Media- Global Trends
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