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Government Public Relations in the Age of Web 2.0: Transforming Public Services

Explore the challenges and opportunities of Web 2.0 in public sector communications, presented by Nick Jones, Director of Interactive Services at COI, UK Government. Learn how to transform public services through user-focused approaches, professionalism, and collaboration. Discover the power of social media and online communities in engaging citizens and enhancing public relations.

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Government Public Relations in the Age of Web 2.0: Transforming Public Services

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  1. Government Public Relations in the Age of Web 2.0 Presented by Nick Jones, Director of Interactive Services, COI, UK Government 19 December 2019

  2. Introduction to COI and HM Government The Challenge of Transformation 2.0 in the public sector The challenge of 2.0 to communicators 2.0 and the anti-fraud domain Agenda 3

  3. Central Office of Information, UK Government’s centre of marketing communications excellence for over 50 years Annual turnover of £391m, benchmarked savings of 47.7% Interactive Services responsible for digital policy, strategy and delivery of digital sites, creative, campaigns, presences; through a 100 agency procurment framework Turnover of £35m, 30 staff, 90 clients, 300 jobs, 491 campaigns, 350k keywords, 7.7bn impressions… Policy on web convergence, site rationalisation, web standards for finding and using online information and social media… COI Where I’m coming from 4

  4. The challenge: Transformed public services Turning the citizen and government relationship around. To give the citizen greater control over the way they interact with public information and public services

  5. What do we mean by ‘transformation’? • Focus on the user be it a citizen or business. • A much stronger focus on professionalism and skills • Join up, don’t duplicate

  6. Some of the things we don’t do well. • Finding it. We have too many websites, we don’t address the right things to the right people and we don’t ‘label’ our content well enough. • We don’t think about the design of our services upfront; we’re still converting the old brochure into a website, rather than thinking about the tools that people use and how we adapt our services to these tools and techniques (for example a widget that sits on your PC to help you search your local area for services). • Culture: a better dialogue with the public and to give people a say in our public services. • Sharing and reusing.

  7. Our plan should be to… • Deliver information and services to citizens and businesses in a joined up way. • Use a limited number of websites, TV or mobile routes • Create a consistent high quality experience through higher standards • Share and reuse – public sector information, people and infrastructure. • And then came 2.0…

  8. What is 2.0? • A philosophy to enhance creativity, secure information sharing, collaboration and functionality of the web • Manifests itself in social media and netoworks. A space where people can have a voice, express themselves and connect with other people • A conversation economy

  9. Much more than MySpace, Facebook and Bebo…

  10. South Korea 9.7m Russia 2.4m China 43m UK 4.5m Denmark 0.3m USA 26.4m Japan 14m Poland 1.1m Netherlands 1.6m Germany 5.2m Czech 0.6m CANADA 1.6m France 4m Romania 0.5m Switzerland 0.5m Turkey 2m Hungary 0.1m Austria 0.4m Spain 4.5m Italy 3.4m Pakistan 0.97m Greece 0.3m Taiwan 4.2m India 8.7m MEXICO 4.1m HongKong 1m Philippines 2.4m BRAZIL 7.6m Australia 1m It’s about creating content 16-54 Active Internet Universe Estimates Source: www.universalmccann.com Wave 3 survey

  11. South Korea 9.4m Russia 6.1m UK 11m USA 43m China 39m Netherlands 3.7m Poland 2.7m Denmark 0.6m Japan 12.4m Germany 8.2m Czech 0.8m CANADA 4.2m France 4.2m Romania 1.4m Hungary 1m Switzerland 0.9m Turkey 3.3m Austria 0.6m Spain 4.7m Italy 3.9m Greece 0.5m Pakistan 1.8m Taiwan 3.9m India 11.7m MEXICO 5.1m Hong Kong 1m Philippines 3m BRAZIL 11.4m Australia 2.6m It’s about connecting and sharing 16-54 Active Internet Universe Estimates Source: www.universalmccann.com Wave 3 survey

  12. Government forays into 2.0 14

  13. Insights: • Networks • Rich content • sharing Action: Where is my audience now?

  14. Insights: networks, experience, conversation, community Action: how do I prepare my organisation for conversation?

  15. Insight: • Advocates • Rich content • Action: • Change job descriptions

  16. 71% saw it as a serious problem before the campaign, this rose to 90% after the campaign. Insight: peer-to-peer is a powerful behavioural change driver Action: What content is valuable enough for them to share?

  17. Insight: • tools and widgets are valued. 393k users. • Knowledge in organisation may be used outside • Action: • Identify frontliners who have the knowledge

  18. Insight: community will appear in the strangest places.Action: blend-in!

  19. Where are we on this? Where to start? How to behave? The challenge of 2.0 to you 21

  20. Start by understanding the spectrum of engagement Passive Active Engaged Passive monitoring Discuss • Signpost Respond Debate

  21. Prepare to go on a journey

  22. Empower staff: Principles for participation online Be credible • Be accurate, fair, thorough and transparent. Be consistent • Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive • When you gain insight, share it where appropriate. Be integrated • Wherever possible, align online participation with other offline communications. Be a civil servant • Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp

  23. Social media is an opportunity to drive new levels of engagement Brands should be creating content or services Consumers are – brands are no different Brands can help connect consumers with premium content There is a need to be open and honest No secrets in the world of social media Let consumers create and distributeyour content freely and withoutcontrol Social media is globalising mediaconsumption Consistency of brand messageis essential How others are preparing: 1

  24. How should brands behave? Be honest Be transparent (what’s in it for you?) Be useful Give me an experience (not a bag or something) Don’t try too hard

  25. Novelty will run out Business cases for investing in 2.0 activity The need for evaluation From 2.0 to 2.1: the challenge of evaluation 27

  26. We will measure success in many different ways… Reach Clicks Impressions Repeat website visits Dwell time Changes in perception Ad interactions Awareness Change in behaviour Number of pages visited Leads generated Message recall Tell a friend

  27. Search for fraud on DG and BL 2.0 and the Anti-fraud domain 29

  28. Distribution

  29. Insight: • connections generate leads • Action: how do we investigate? • Digital shoe leather? • Who do they turn to online? • Who has the authority to respond?

  30. Who has the online authority? Who has your confidence? Who is impersonating you out there?

  31. Go listen Then converse Understand the spectrum Prepare for organisational readiness In conclusion

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