On line engagement: gathering feedback, successes and learning Siu-Ming Tam First Assistant Statistician Australian Bureau of Statistics July, 2011
Background operating environment Gov2.0 in Australia ABS experience in using social media to engage with citizens Successes Challenges Learning Outline
Key Themes • Liberate public sector information for open access • Public agencies and servants engage using Web 2.0 tools • Change command and control culture by encouraging and rewarding engagement.
ABS Online Engagement • Government direction/aspiration • Connecting People, Problems and Solutions • User case types • Promote of key work programs or events • Consult/collaborate on statistical program or product • Crowd sourcing for ABS website
Info and promotion (1/1) Census Lowedown on FAQs Census Song Two Camels and a Census
Information and promotion (2/2) Census Lowedown on FAQs Census Song Two Camels and a Census
Be aware of mis-information ABC Satirical Program on Population Census Anti-Census campaigns
Some successes • Audience/non-audience participation in conferences • Tweets during conferences • Successfully filling a need • Graduate Recruitment on ABS Facebook • One hour half line • 80% discussions not on your media • Improvement of ABS outcomes • Betaworks
Learning • Learning how to engage and collaborate • Information slides = 10 • Consultation slides = 2 • Collaboration slides = 1 • Overarching strategy for Web2.0 strategies and single point of accountability • Confusion about tools and level of engagement • eReputation Management • Branding • Responding to issues
Learning (cont’d) • Is the community ready to engage online? • Online channels not to replace traditional channels • Integration with other channels • Are we ready to communicate online • Don’t bury our heads in the sand • Online channels are not cost free • Cost effectiveness is yet to be assessed • Moderation or no moderation • Respond or not to respond to negative comments? • How to extract key messages • How to manage the life cycle • Bang for the buck?