digital diplomacy – the value of social media use in the public sector (?) arthur mickoleit, oecd...

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

Me: Arthur Mickoleit My work: OECD