government 2.0 - trends and adoption strategies - wsg web standards group - nov 2008

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SM S M anagem ent& Technology Government 2.0 Trends and adoption strategies Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology Web Standards Group, November 2008 Management & Technology

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Matthew looks at examples from around Australia and the rest of the world in how governments are starting interact with citizens in online environments. He will draw from his recent experience in planning and scoping a web 2.0-style project to show how easy it is to move into a government 2.0 world.

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Page 1: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government 2.0Trends and adoption strategies

Matthew HodgsonACT Regional-lead, Web and Information ManagementSMS Management & Technology

Web Standards Group, November 2008

Management & Technology

Page 2: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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“…wikis can be used for

collaboration with your

stakeholders…”

Page 3: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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“… social computing tools can work in teams

… less successful in organisations that love hierarchy and

are process driven …”

Page 4: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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I ♥ Government 2.0

AGIMO Web 2.0 in Government

seminar5 Dec 2008!

Page 5: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Podcasts and Slideshare

www.slideshare.net/magia3eBlog: magia3e.wordpress.com

Page 6: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y 10 years of government online

One-way communication

Static web

330,000 inaccessible PDFs

106,000 Word docs

6,330 PowerPoint

500,000 static HTML

Government voice

Bureaucrat-speak

Manual processes

Careful editorial processes

Disclaimers

Program-based navigation

Complex navigation

Crafted communications

Reactive

Unresponsive

Government voice

Information-based

Risk averse

Page 7: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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the web today?

the web today?

Social bookmarks

Music

Pictures

Wikis

Video casting

Events

Documents

Video

Video aggregation

Events

Customer service networks Niche networks

Social networks

SMS & voice

Twitter

Lifestreams

Micromedia

BlogCommunities

Blogs/ conversations

BlogPlatforms

Comment and reputation

Crowdsourced content

Page 8: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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… more about relationships, not information …

… enabling human interaction …. online

the web today?

…access to people

Page 9: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Mmmm….President…

Page 10: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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I ♥ web stuff! 0.5 billion

use social computing

$UD 1.8 billion

Page 11: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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The many faces of Obama

Page 12: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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What style of government for Obama?

• Only about births, deaths and marriages

• People come to ‘worship’ then leave

• About religion• Preach from the

pulpit

• Where the people are• People come to talk,

buy, sell, interact, eat, drink, socialise

• About community• Talk in the streets

Cathedral Bazaar

Page 13: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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What style of government for Obama?

• Where public policy is made

• People get info and then leave

• Focus on official government information

• Communicate widely via expensive TV, radio, print

• Where the people are• People come to talk, interact,

collaborate• Focus on community and

relationships• Communicate cheaply via word-

of-mouth, discrete, targeted web channels

Gov 1.0 Gov 2.0

Page 14: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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The Bazaar as Gov 2.0

It’s an opportunity to take government to the people!

Examples:• Blogs• Communities• Twitter• Wikis• YouTube• Flickr

Page 15: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government Blogsconversations, sharing, trust,

identity, presence

Page 16: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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“a survey into Canadian’s views on

their government’s use of Web 2.0”

Page 17: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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“We know he didn’t take [the photos]…

but they are still real, authentic and human”

Page 18: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Discus sustainability

User stories

Page 19: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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by Colin McKay

… a human face behind

the message

Page 20: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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The UK’s PM goes where the conversation is

Page 21: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government Communitiesconversations, community,sharing, membership, trust,

comments, criticisms

Page 22: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Creating communities

Engaging the public on

policy

Page 23: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Taking the conversation to the people.

Making it about people

and relationships

Page 24: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government on Twitterconversations, community, identity

Page 25: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Taking the conversation to the people

Making it about people

and relationships

Page 26: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Engaging and interacting

with the public

Page 27: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government Wikisconversations, community, identity

Page 28: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Making it easy to interact

About community

Page 29: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Putting a human face

behind information

Page 30: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Making your own

communities

Page 31: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government on YouTubeshare, conversations

Page 32: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Taking the conversation to the people

Page 33: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government on Flickrshare, community, conversations,

tag, comment

Page 34: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Encouraging participation & interaction

Taking it to the people

Page 35: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Issues in Government

Page 36: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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But Web 2.0 in government is risky!

…I think web 2.0 is really

dangerous…

Users contributing?!

No strict editorial control?!

Interactingdirectly with the public?

Page 37: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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The problem

Research shows:• Government-speak hard to understand• Boring, uninteresting, ‘not another gov website’

attitude

Google & search engine optimisation:• Rank relationships and conversations higher• Rank ‘anonymous’ information lower• Gov info not getting high enough search profile

Page 38: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Gov 2.0 adoption strategies

Aims:• Make information accessible, relevant & easy to understand –

no government ‘speak’• Explore the new web world – learn as you go• Learn from others’ successes & failures• Be open about the project – what you’re doing and how• Share experiences with others

How?• Identify and engage existing communities• Grow our own community – thought leaders, interaction,

engagement• Make it relevant – employ a user-centred design

Page 39: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Frameworks for doing good Gov 2.0

Planning Project Execution

User-engagement

strategyForrester’s POST methodology

PMBOK for governance, managing risk, reporting and scheduling

Jesse James Garrett’s Elements of User Experience for user-centred design

Engage with users with web2.0 tools

Identify goals of tools through applying Apply Karl Long’s Building Blocks of the Social Web

Page 40: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Applying Forrester’s POST

People: • Assess your users’ social activities• Don't start a social strategy until you know the capabilities of your audience.

Objectives:

• Decide what you want to accomplish• Is this about listening to citizens, talking with them, collaboration? •How you will measure success?

Strategy: • Figure out what will be different after you're done• Closer, two-way relationships?• Better access to your information?

Technology: • A community. A wiki. A blog or a hundred blogs as a reflection of user interaction requirements

Source: Forrester, 2007

Page 41: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Managing risk through good governance

Internal stakeholders

Internal stakeholders

Steering Committee (SES)

Project Manager

Design Team

TechnicalTeam

ChangeTeam

Web2.0 advisor

Strategic comms advisor

Project Support

ContractManagement

FinancialManagement

Project Assurance

Project Team

Page 42: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Create ‘interaction rules’FutureMelbourne Wiki’s participation guidelines and rules for interaction:• Civility • Criticise ideas, not people • Consensus • No copyright material • Use your real name • No sock-puppetry • Be bold • Connect with others • Build the web • Dispute Resolution

Source: FutureMelbourne Wiki, 2009

Page 43: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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How to make it relevant to peoples’ needs?

Employ a user-centred design!

User needsU

ser attitud

esU

ser

exp

ecta

tio

ns

User capabilities

Businessstrategy

PRACTICAL

SOLUTION

Page 44: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Garrett’s ‘Elements of User-Experience’Strategy:• Business strategy, identify users, plan for alignment of bothScope:• Research users’ needs, wants, ‘green’ behaviour• Content based on users’ information needsStructure:• Organise & structure how users want to consume information• Intuitive navigation and categoriesSkeleton• Include widgets that encourage interaction – comments, ratings, tagsSurface:• Graphic design

Page 45: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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yUser-engagement strategy with web 2.0 toolsAims:• Engage people in their own

communities• Engender trust in what we’re

going and that it is of value to them

• Build relationships• Share and be open about

what we’re doing and how• Develop a web presence• Drive traffic to the website

identity

presence

relationships

trust

groups

conversations

sharing

Page 46: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Drive traffic from Google

Page 47: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Leverage conversations

Page 48: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Conclusionslearnings so far?

Page 49: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Lessons learned on these projects

The web is changing:• From – static information• To – communities and relationships• Google likes blogs, but not static websites

To be relevant:• Start to change the way we deliver information &

services• Make it real, engage, communicate, interact

Page 50: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Take home messages

Government 2.0 is more than just the Web 2.0 stuff

To succeed is easy, but:• Takes planning, make strategy, leverage expert web2.0 know-

how

Gov 2.0 is an opportunity to:• Engage in the conversation – be responsive• Build relationships – establish trust• Speak their language – ‘plain English’• Make it user-centred, not Program specific• Help lead people to the important government stuff

Page 51: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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… the future is the bazaar

Page 52: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y FinQuestions?

Management & Technology

Page 53: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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y Government 2.0Trends and adoption strategies

Management & Technology

Page 54: Government 2.0  - Trends and adoption strategies - WSG Web Standards Group - Nov 2008

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Matthew HodgsonACT Regional-lead, Web and Information Management

SMS Management & Technology

Blog: magia3e.wordpress.comTwitter: magia3e

Slideshare: www.slideshare.net/magia3e

Email: [email protected]: 0404 006695

Management & Technology