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DIGITAL DIPLOMACY –The value of social media use in the public sector (?)Arthur Mickoleit, OECD (Directorate for Public Governance and Territorial Development)
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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 usehigh level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.
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Social media usehigh level of educationlow level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.
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Young peoplesocial mediasocial media & politics / civic issues –
20/02/2014Source: OECD calculation based on Eurostat data.
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Young peoplesocial 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