Scottish Government 'Digital Summit' 29-May-09
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Transcript of Scottish Government 'Digital Summit' 29-May-09
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Digital engagement at DIUS:
smarter conversations, better outcomes
Steph Gray, Head of Social Media & Stakeholder [email protected] 3300 8166
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How many 16-19 year olds regularly watch videos from YouTube?
a. 33%b. 66%c. 75%
Source: Forrester for DIUS, Aug 2008
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How many 16-19 year olds regularly watch videos from YouTube?
a. 33%b. 66%c. 75%
Source: Forrester for DIUS, Aug 2008
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What proportion of young people have friends over while they use the internet?
a. 20%b. 40%c. 55%
Source: Forrester for DIUS, Aug 2008
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What proportion of young people have friends over while they use the internet?
a. 20%b. 40%c. 55%
Source: Forrester for DIUS, Aug 2008
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How many 13-15s regularly post reviews of products and services online?
a. 10%b. 40%c. 55%
Source: Forrester for DIUS, Aug 2008
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How many 13-15s regularly post reviews of products and services online?
a. 10%b. 40%c. 55%
Source: Forrester for DIUS, Aug 2008
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What proportion of employers use wikis for business purposes?
a. 12%b. 34%c. 50%
Source: Jigsaw for DIUS, Apr 2009
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What proportion of employers use wikis for business purposes?
a. 12%b. 34%c. 50%
Source: Jigsaw for DIUS, Apr 2009
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How many employers said: “These kinds of services encourage timewasting”?
a. 37%b. 54%c. 81%
Source: Jigsaw for DIUS, Apr 2009
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How many employers said: “These kinds of services encourage timewasting”?
a. 37%b. 54%c. 81%
Source: Jigsaw for DIUS, Apr 2009
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Social media = conversations
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Profiles
Self-publishing
Networks
Sharing
Comments
Reuse
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Digital engagement =
public service use of social media to discuss ideas with customers & partners, deliver information and services, or prompt action
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Just another channel…
but a two-way channel.
With new benefits and risks…
which puts more control in the hands of individuals, rather than organisations
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Why digital engagement matters
Changing media consumption trends News, debate, feedback are moving online Policymaking becoming more networked Demand for fast and cheap insight Rising expectations of participation
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Having more interesting, open conversations with our partners and customers can help us to understand the issues more clearly, make better policy and deliver it more effectively.
The DIUS vision for digital engagement:
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• Listening to public debate
• Identifying issues and influencers
• Gathering ideas
• Understanding problems
• Prioritising areas for action
• Bringing policy coalition together
• Designing solutions
• Refining policy proposals
• Extending communications reach & span
• Rapid, cost-effective delivery channels
• Evaluation and feedback
• Sustaining relationships
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Listening
Sharing
Conversing
Collaborating
Reading blogs, searching social networks, subscribing to feeds
Publishing documents and data, uploading podcasts and photos
Commenting in forums, blogging, answering questions
Developing partnerships, drafting documents, facilitating 3rd party activity
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Audiences’ networks
PRIVATE PUBLIC, MANAGED PUBLIC, INFLUENCED
Partners’ networks
Corporate social media
channels
Corporate website & Directgov/
BL
Collab-oration spaces
Intranet
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URL: google.com
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URL: netvibes.com/cabinetoffice
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URL: twitter.com/LordDrayson
URL: audioboo.fm/profile/lorddrayson
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URL: talk.dius.gov.uk/blogs/studentlistening
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URL: interactive.dius.gov.uk/innovationnation
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URL: talk.dius.gov.uk/blogs/studentlistening
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URL: talk.dius.gov.uk/blogs/adultlearning
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URL: thestudentroom.com/maturestudents
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URL: altogethernow.ning.com
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Making it happen
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Awareness
Interest
Need
Access
What are these approaches?
Capability
How could we apply them to our work?
Where are the opportunities for me?
Can I use the tools?
How do I do it?
RE
CO
GN
ITIO
NIM
PL
EM
EN
TA
TIO
N
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Educate
Enable
Engage
Promote
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1. Interactive websites need interactive organisations
2. Focus on the content, not the platform
3. Be honest about purpose, scope and boundaries
4. Moderate sensitively and protect carefully
5. Make it enjoyable: not a creepy treehouse
Lessons learned
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What does the future hold?
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Customer feedback and ideas online
URL: en.community.dell.com
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Services based on trust and reviews
URL: couchsurfing.com
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Public servants doing it for themselves
URL: twitter.com/marilyneb
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