Innovating online public communication in Italy

8/3/2019 Innovating online public communication in Italy

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Copertina

From social media

to social meaningfulness

Innovating online publiccommunication in Italy

Brussels, February 16 2012

Daria Santucci, Communications Expert


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Ente/natura e missione

Outline

Italy and the internet

Torino Chamber of Commerce

Social meaningfulness

Next Gov 4 Web

1. Framework2. Case study3. Challenges4. Guidelines


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1. Framework

Italy and the InternetPersonal media in the digital era

At least once a weekTV 97.4

Radio 80,2

Written press 47.8Internet 53.1

-7%+6% (2009-2011)

< digital divide> press divide45.6Only audiovisualAudiovisual + Internet

28.617

Mediaterranean diet

not concernedby written press


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1. Framework

Italy and the InternetDomestic users

1/3of online time spent on

social networks and blogs

88%of youngsters is on Facebook

35.8 mlnpeople access Internet+6.9% 2010 +55.4% mobile

Usage (in%)Finding places 37,9Listening to music 26,5Booking a trip 18,0Administrative tasks 9,7

Booking a medical visit 3,9 []


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1. Framework

Italy and the InternetPublic administration

30% > information< consultation

Mainly one-way communication.Few interactions, comments not allowed.

Often duplicating websites content.Comments allowed, interaction not fully exploited

Mainly news,few interactions

PA officialaccounts onsocial media(on +247 public bodies)


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2. Case Study

Torino Chamber of commerce

Public institutionRepresenting 238,000 companies

Mission1. providing administrative

services to entrepreneurs2. monitoring market fairness

3. promoting local economy

Torino Chamber of CommerceAt a glance


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2. Case Study

Torino Chamber of CommercePromoting the territory

Networkingis our culture

1. The Chambers ofCommerces system

2. Local institutions

Connected since the 80s

Social media

for pilot-projects

1.Services provision2.Information

3.Promotion

Promotional budget

+290% in 10y

Internet to reach ourtarget audience

1.Entrepreneurs2.Associations

3.Professional orders4.Consumers/Citizens


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2. Case Study

Torino Chamber of CommerceSocial media strategy

Newversion

tobelaunched

onMarch1,2012

So whats next?

2450+ followers

Yes! Smiles 2011

> 80,000 visualisations


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Social meaningfulnessLearning from experience

1, 9, 90

Few sharedpractices

Rules

In a community: 1 participant out of 100 is an active user,9 are occasional. Big numbers required.

Need for more shared guidelines by governments.Specialised professionals required.

Social networks have specific rules for interaction.Public bodies need to adapt.

3.Challenges


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3.Challenges

Forget the frameworkBe untrustworthy openUnderestimate reputationBe there coz everybody doesForget users are content-providers

Invest in quality of servicesFocus on mission and budgetPromote sensitive innovations

Create positive relations with target audiencesConsiderfailures as opportunities for improvement

Social meaningfulnessWorking for the common good

Being therethe right way


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Next Gov 4 WebGenerating change

4. Guidelines

LearnCreate a core group of experts.Train the whole organisation,from officers to management.

ExploreBenchmark.

Promote seminars with skilledprofessionals (i.e. on cloud computing).


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4. Guidelines

MonitorConstantly verify the online reputation.Dont cheat on you:

others wont be that indulgent.Avoid fake official profiles.

PlanDefine goals and strategies (i.e.

Multiannual plan on Transparency).Choose the most suitable initiatives.


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4. Guidelines

EvaluateGauge the effectiveness of your online presence.Measure the tangible outcome of online activities.

ShareFacilitate exchange in&out the organisation.

Promote civic accountability.Experience openness.



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Thank you!

@[email protected]

Documents

Innovating online public communication in Italy