Embed Size (px)
Citation preview
DIGITAL DIPLOMACY –The value of social media use in the public sector (?)Arthur Mickoleit, OECD (Directorate for Public Governance and Territorial Development)
Value proposition for the public sector?
20/02/2014
Private sector
“Build your page”“Connect with people”
“Engage your audience”“Influence friends of fans”
“Build awareness”“Grow loyalty and retention”“Influence consideration”
DRIVE SALES20/02/2014
PUBLIC sector
“Build your page”“Connect with people”
“Engage your audience”“Influence friends of fans”
“Build awareness”“Grow loyalty and retention”“Influence consideration”
DRIVE what?20/02/2014
present
active
Highest state institutions are…
20/02/2014Sources: OECD data collection; Twiplomacy.
27 out of 34 16 out of 34
…interesting?20:1
5:1
National leaders
National institutions
20/02/2014Sources: OECD data collection; Twiplomacy.
The value proposition for government
Institutions
Politicians FundsVotes
?
20/02/2014
STATEYOU
Information, services,
goods
Infrastructure
Taxes
Benefits
I N S T I T U T I O N S
20/02/2014
Confidence change in national government, 2007 to 2012
20/02/2014Source: Gallup World Poll.
Empower people
20/02/2014
Make government responsive
20/02/2014
Make government a platform
20/02/2014
20/02/2014Source: www.wired.com/wiredenterprise/2013/01/hack-the-government
20/02/2014
Easy answers
Stereotypes
Buy 1, get 1 free!
20/02/2014
Social media usehigh level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.
Social media usehigh level of educationlow level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.
Young peoplesocial mediasocial media & politics / civic issues –
20/02/2014Source: OECD calculation based on Eurostat data.
Young peoplesocial mediasocial media for politics & civic issues –
20/02/2014Source: OECD calculation based on Eurostat data.
Present
x Measuring ROI
NoYes
14% 86%
20/02/2014Source: OECD data collection.
27 out of 34 16 out of 34
Highest state institutions
