2014 02 20 - social media value added in the public sector
DESCRIPTION
5-minute ignite presentation at http://www.oecd.org/greengrowth/smwparis.htmTRANSCRIPT
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DIGITAL DIPLOMACY –Identifying the value of social media use in the public sector
Arthur Mickoleit, OECD (Directorate for Public Governance and Territorial Development)
OECD Conference “The Power of Social Media”
20 February 2014, Paris
#SMWParis
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Value proposition for the public sector?
20/02/2014
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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
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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
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present
active
Highest state institutions are…
20/02/2014Sources: OECD data collection; Twiplomacy.
27 out of 34 16 out of 34
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…interesting?20:1
5:1
National leaders
National institutions
20/02/2014Sources: OECD data collection; Twiplomacy.
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The value proposition for government
Institutions
Politicians FundsVotes
?
20/02/2014
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STATEYOU
Information, services,
goods
Infrastructure
Taxes
Benefits
I N S T I T U T I O N S
20/02/2014
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Confidence change in national government, 2007 to 2012
20/02/2014Source: Gallup World Poll.
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Empower people
20/02/2014
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Make government responsive
20/02/2014
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Make government a platform
20/02/2014
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20/02/2014Source: www.wired.com/wiredenterprise/2013/01/hack-the-government
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20/02/2014
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Easy answers
Stereotypes
Buy 1, get 1 free!
20/02/2014
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Social media use bypeople with high level of educationpeople with low level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.
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Young people’s use ofsocial mediasocial media & politics / civic issues –
20/02/2014Source: OECD calculation based on Eurostat data.
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Young people’s use ofsocial mediasocial media for politics & civic issues –
20/02/2014Source: OECD calculation based on Eurostat data.
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Present
x Measuring ROI
NoYes
14% 86%
20/02/2014Source: OECD data collection.
27 out of 34 16 out of 34
Highest state institutions