Managing Public Communications - Intersticia · 2014. 12. 5. · Managing Public Communications...
Transcript of Managing Public Communications - Intersticia · 2014. 12. 5. · Managing Public Communications...
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Managing Public Communications
Anni Rowland-Campbell
ANZSOG Sydney
September 2013
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A digital future
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“Governments need information to govern; citizens need information to hold government to account.”
Brendan O’Connor OAIC Conference, November 2011
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The delivery of Norwich City Council's first computer, 1957
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Information Economy
Hyper connec*vity – “UbiComp”
Social Mobile
Global Local
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Information is available
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Information is available
Data
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Internet of Everything
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The age of big data
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On Facebook we’re not the customers. We are the product.
Douglas Rushkoff
Douglas Rushkoff
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Data is social, is of a place, is feral, has responsibilities, wants to look good and doesn’t necessarily want to last forever.
What if we designed for data the way we design for people?
Genevieve Bell Genevieve Bell
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Digital Transformation
Late 1990’s
Pervasive
Limited
Digital products and infrastructure
Digital distribu*on and Web
Digital transforma*on and business
models
2000’s 2010’s
Degree of e
cono
mic im
pact
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Cyber war
Several prominent media sites and a few media-related Twitter feeds went down Tuesday following an apparent attack by the Syrian Electronic Army (SEA), the New York Times reported. Among the sites affected were the NYT itself, the Washington Post, the Financial Times, NPR, and Twitter feeds for Reuters, the AP and BBC Weather.
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The Gartner Hype Cycle
Peak of inflated expecta*ons
Plateu of Produc*vity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
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Gartner Hype Cycle 2013
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We are cavemen in the digital world
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(hVp://www.baekdal.com/ar*cles/Management/market-‐of-‐informa*on/)
How we’ve done it over the past 213 years
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Social technology is any technology that enables
one to many communica*ons in a public
forum
Nigel Fenwick, Forrester
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Social technology is any technology that enables
one to many communica*ons in a public
forum
Nigel Fenwick, Forrester
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Social technology is any technology that enables
one to many communica*ons in a public
forum
Nigel Fenwick, Forrester
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Social technology is any technology that enables
one to many communica*ons in a public
forum
Nigel Fenwick, Forrester
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They are really just technologies that
facilitate conversa*ons.
Sean Carton
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Technology
Culture
Society The Polity
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A revolu*on doesn’t happen when a society adopts new tools, it happens when a society adopts new behaviours
Clay Shirky
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From rowing
(Leanne Fry, FWO)
Government
Stakeholder
Stakeholder
Stakeholder
Stakeholder Government
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To steering
Government
Stakeholder
Stakeholder
Stakeholder
Stakeholder
(Leanne Fry, FWO)
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(From Alterian)
Communica*ons Engagement Hub
TwiVer Email
Apps
Call Centre
Direct Mail
Website
Facebook YouTube
Talk back radio
Face to face
Television
Virtual mee*ngs
Virtual worlds
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Fair Work Ombudsman
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Social Media is Counter-intuitive … it’s all about people!
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
Communications Media Social Media
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Checklist
1. Content Know what you’re doing & why
2. Context Know who you’re targeting
3. Channel Know how to target & integrate
4. Conversations Engage influential champions
5. Change Listen! Monitor, evaluate, adapt, evolve
6. Commit Time, resources, patience
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Ethos -‐ Trust What should we do?
Logos – Plan What can we do?
Pathos – Hope What may we do?
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Communications execution model
• How do I get support & buy in?
• Who do I need to help me?
• What is the worst thing that can happen?
• Who trusts me to do this?
Trust Risk
Leadership Resources
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EXERCISE
• Consider the Werribee Zoo Case
• You are Communications Manager for the Premier
• Develop a strategy (incorporating social media) six months prior to the release of the campaign utilising the Communications Execution model
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DEBRIEF
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“We shape our technologies and forever aeer they shape us.”
Marshall McLuhan
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DIGITAL SESSION TWO
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http://www.youtube.com/watch?v=6gmP4nk0EOE
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Affordances
• "...the term affordance refers to the perceived and actual properties of the thing, primarily those fundamental properties that determine just how the thing could possibly be used.”
• Affordances provide strong clues to the operations of things. Plates are for pushing. Knobs are for turning. Slots are for inserting things into. Balls are for throwing or bouncing.
• When affordances are taken advantage of, the user knows what to do just by looking: no picture, label, or instruction needed."
• Donald J. Norman, “The Psychology of Everyday Things”, 1988)
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(Zuboff & Maxim, “The Support Economy”, 2000)
Key characteristics of digital
• Transparency
• Accountability
• Better business practices
• Ability to manipulate complexity
• Collaboration and co-operation, globally
• Immediacy
• Infinite “plasticity”
• From linear to kaleidoscopic relationships
• Ubiquity - anywhere, anyhow, anytime
(Zuboff & Maxim, “The Support Economy”, 2002)
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Physical and digital Characteris*c Physical -‐ photograph Digital –photograph
Transparency Printed -‐ fixed Can be edited -‐ open
Accountability Deemed to be authen*c as “fixed”
Can be tracked and traced – gps (iPhones), tagged, but can be edited
Business prac*ce Needs to be either digi*sed or physically shared – can be locked down
Can be shared easily
Complexity Two dimensional Mul*-‐dimensional and temporal
Collabora*on View only, needs to be “copied”
Can be shared and edited, infinite copying
Immediacy Available when printed Can be downloaded, accessed
Plas*city Printed -‐ fixed Can be edited -‐ open
Kaleidoscope Can print mul*ple copies Infinitely shareable in mul*ple direc*ons
Ubiquity Accessed via physical means -‐ album
Can be accessed via any digital screen
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Exercise
• In your groups think of a “document” that is important in your work – Strategy Document
– Media Release
– Job Advertisement
• List the physical and digital affordances of the document
• Discuss how this influences the impact of the document
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Web Science
An emerging discipline which aims to understand the deeper structure of the social Web and how people are using it, not only now, but potentially in the future
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Tim Berners Lee
Real life is, and must be, full of all kinds of social constraint – the very processes from which society arises. Computers can help if we use them to create abstract social machines on the Web: processes in which the people do the crea*ve work and the machine does the
administra*on. … The stage is set for an evolu*onary growth of new social engines
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The rise of the Social Machine
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Technology input
Technology Plajorm
Data Analysis
Machine Learning
Human input
Social Machine
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Characteristics of the social machine
1. problems are beginning to be solved by very large scale human participation via the Web;
2. there is access to, or the ability to generate, large amounts of relevant data using open data standards;
3. there is increasing confidence in the quality of the data; and
4. human-computer interfaces are becoming far more intuitive and seamless.
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www.eq.org.nz
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Ø Scale of human participation on the Web Ø Timely mobilisation of people, technology and
information processes Ø Incentive to participate which feeds on itself Ø Access to/ability to generate large amounts of
relevant data Ø Confidence in the quality of the data Ø Trusts in agents and processes Ø Intuitive interfaces and user-centred Ø Works cross platform Ø Efficient, effective, equitable Ø Exploits power of “open” – open source, open
standards, open data, open licences
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Social Machine Descrip*on Input Human Media*ve
eBay www.ebay.com
Provides an online auc*on model, with internet users as buyers and sellers and eBay ac*ng as the auc*on house
Seller promises in the form of lis*ngs; Buyer/Seller communica*ons, both before and aeer commitment to buy. Sellers’ fulfilment of those promises, as perceived by the buyers, in the form of feedback
Anything requiring judgement. eBay from *me to *me adjusts the feedback mechanism to draw par*cular aVen*on to certain elements of a seller’s performance, in order to further improve the customer experience.
In addi*on to raw feedback, the system also provides aggregated feedback in the form of simple numeric scores and even coloured logos. Can automa*cally remove sellers with consistently poor feedback
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Social Machine Descrip*on Input Human Media*ve
Fix My Street www.fixmystreet.org
A website through which users can report potholes, broken street lights and similar problems with streets and roads to their local council or related organisa*on, and see what reports have already been made
No*fica*on of “things requiring aVen*on” Data rela*ng to problem
Data rela*ng to problem
Provides geo-‐contextualised and temporally filtered list of reported incidents and things, visualised on a map for easy consump*on
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www.sociam.org
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www.sociam.org
Objectives:
1. Understanding - the emergence of social computing
2. Seamless access to a Web of Data
3. Accountability - how to make social machines accountable and to build the trust essential to their operation.
4. Interactions – humans and machines
5. Social Machines Observatory
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“Government as a Social Machine”
Research Questions:
1. How does Government as a "social machine” change the way that it interacts with citizens?
2. What key challenges are emerging as a result of this perspective?
3. How are Government agencies addressing these challenges?
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“Government is, at bottom, a mechanism for collective action. Government 2.0 is the use of technology … to better solve collective problems at a city, state, national, and international level.”
Tim O’Reilly
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References
• Web Science Trust – www.webscience.org • Web Science Australia – www.webscienceaustralia.org • SOCIAM Project – www.sociam.org • Shoshana Zuboff – “In the Age of the Smart Machine” -
http://en.wikipedia.org/wiki/Shoshana_Zuboff • Clay Shirky – Blog - http://shirky.com/ • Genevieve Bell – Talk at Gov 2.0 Summit 2011
http://www.youtube.com/watch?v=Nvn_l_Vh3hw&noredirect=1 • Sherry Turkle - http://www.transparencynow.com/turkle.htm • Tim O’Reilly - http://oreilly.com/tim/ • Michael Wesch - http://ksuanth.weebly.com/wesch.html • The Machine is Us/ing Us -
http://www.youtube.com/watch?v=6gmP4nk0EOE • Douglas Rushkoff - http://www.rushkoff.com/ • www.intersticia.com/blog • Pew Internet Research - http://www.pewinternet.org/