MAKING SOCIAL MEDIA WORK FOR PUBLIC AGENCIES Michael Netzley, PhD www.communicateasia.asia

Michael Netzley, PhD

•  Daddy with three daughters & a son •  PhD from the University of Minnesota •  SMU since 2002 •  Research Fellow, Society for New Communication

Research •  Founding Director, Teaching Excellence Initiative •  Visiting positions in Argentina, Berlin, Finland,

Slovenia, and Japan •  Worked with IBM, Unilever, TCS, IHG, 3M,

Singhealth, Mastercard, MFA, CPF, and MoE. •  Recipient, Champion’s Award, for innovative

course design & delivery (CEEMAN)

PUBLIC SECTOR READINESS

Society, and the way citizens interact among themselves and with governments, has also changed thanks to ICT. New modes of engagement between governments and citizens, not only in the shape of new ways of delivering public services but also in terms of redefining governance mechanisms and social engagement, have appeared.

- 2012 Networked Readiness Index

Source: United Nations E-government Survey 2012

“Singapore Among the Leaders”

Singapore’s Top 10 Ranking

Source: United Nations E-government Survey 2012

Network Readiness at #2 Globally

Singapore, in many ways, is a world-leading government when it comes to digital adoption and e-gov. A fair assessment would also suggest that there is still plenty of opportunity to improve, be even better, and grow in our ability to serve the citizens of this nation.

BEGIN BY KNOWING YOUR CONTEXT Results from Singapore Web Survey (2009 - 12)

Activities of Singapore Web Users

Data collected from 2009-2012 n=1947

Top Reasons for Going Online Reasons for going online have been constant from 2010-2012

Top Concerns when Going Online

Bottom 10 Activities in 2012

Top 10 Activities in 2012

How SG’s Netizens Use Time ACTIVITY TIME SOURCES Work (USA) 7.5 hours per day (avg) Bureau of Labor

Statistics Work (SG) 8.5 hours per day (avg) AsiaOne

(1 in 5 works 11+ hours per day)

Television (USA) 2.7 hours per day (avg) 18.9 hours per week

BLS 50% of free time

Television (SG) 12 hours per week We Are Social Internet Use (SG) 25 hours per week We Are Social

Singapore spends 25,000,000 hours each month watching online video (We are Social)

Creators 65%

Critics 75%

Collectors 52%

Joiners 81%

Spectators 97%

2009 Inactives 2%

• Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Contribute to Wiki

• Post online reviews and ratings • Contribute to online forums • Comment on blogs • Vote for websites

• Read RSS feeds • Use social bookmarking

• Use social networking sites

• Read blogs/Follow microblog updates/Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums

• None of the above activities

Creators 68%

Critics 80%

Collectors 54%

Joiners 86%

Spectators 97%

2010 Inactives 2%

• Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Create audio content • Contribute to Wiki

• Post online reviews and ratings • Comment on blogs • Vote for websites • Contribute to online forums

• Read RSS feeds • Use social bookmarking

• Use social networking sites

• Read blogs/Follow microblog updates/Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums, wikis

• None of the above activities

Creators 67%

Critics 74%

Collectors 74%

Joiners 90%

Spectators 99%

2011

• Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Create audio content • Contribute to Wiki

• Post online reviews and ratings • Comment on blogs • Vote for websites

• Read RSS feeds • Use social bookmarking • Tag content online

• Use social networking sites

• Read blogs/Follow microblog updates/Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums, wikis

• None of the above activities Inactives 1%

Creators 70%

Critics 64%

Collectors 58%

Joiners 96%

Spectators 99%

2012

• Publish or maintain a blog • Update microblog • Upload videos or photos • Write and post articles online • Create audio content • Contribute to Wiki

• Post online reviews and ratings • Comment on blogs • Vote for websites

• Read RSS feeds • Use social bookmarking • Tag content online • Curate content online

• Use social networking sites and location-based services

• Read blogs/Follow microblog updates/Visit others SNS • Listen to podcasts • Watch videos online • Read customer ratings, online forums, wikis, stories on content curation websites

• None of the above activities Inactives 1%

ICT Development Index (2002-10) Economy Rank

2010 IDI 2010 Rank

2007 IDI 2007 Rank

2002 IDI 2007

Korea (Rep.)

1 8.40 2 7.26 3 5.83

Sweden

2 8.23 1 7.50 1 6.05

Iceland 3 8.06 5 7.14 2 5.88 Hong Kong, China

6 7.79 11 6.70 12 5.10

Japan 13 7.42 12 6.64 18 4.82 Australia 14 7.36 14 6.58 13 5.02 Singapore 19 7.08 15 6.57 16 4.83 Malaysia 58 4.45 52 3.79 50 2.74 Thailand 89 3.30 63 3.44 70 2.17 China 80 3.55 73 3.11 90 1.95

ICT Access Subindex (2002-10) Economy Rank

2010 IDI 2010 Rank

2007 IDI 2007 Rank

2002 IDI 2007

Korea (Rep.)

10 8.21 14 7.48 9 6.82

Sweden

5 8.57 1 8.67 1 7.68

Iceland 2 8.91 4 8.48 3 7.40 Hong Kong, China

1 9.06 3 8.53 7 6.86

Japan 27 7.14 27 6.89 20 5.93 Australia 24 7.22 19 7.24 19 5.97 Singapore 11 8.14 11 8.06 13 6.54 Malaysia 65 4.70 60 4.14 52 2.73 Thailand 89 3.62 63 3.99 81 1.74 China 85 3.86 64 3.87 71 1.95

ICT Use Subindex (2002-10) Economy Rank

2010 IDI 2010 Rank

2007 IDI 2007 Rank

2002 IDI 2007

Korea (Rep.)

1 7.85 1 5.85 1 3.21

Sweden

2 7.55 3 5.48 3 2.89

Iceland 8 6.58 11 4.80 2 3.10 Hong Kong, China

10 6.46 13 4.64 7 2.45

Japan 5 7.08 4 5.41 18 1.96 Australia 9 6.57 12 4.68 15 2.00 Singapore 15 6.03 10 4.83 14 2.01 Malaysia 50 3.15 40 2.26 27 1.09 Thailand 93 1.05 73 0.78 63 0.26 China 72 1.73 71 0.81 74 0.17

ICT Skills Subindex (2002-10) Economy Rank

2010 IDI 2010 Rank

2007 IDI 2007 Rank 2002 IDI 2007

Korea (Rep.)

2 9.89 3 9.63 6 9.07

Sweden

19 8.89 9 9.17 3 9.14

Iceland 10 9.3 10 9.14 23 8.43 Hong Kong, China

52 7.92 62 7.16 65 6.85

Japan 28 8.66 26 8.60 28 8.31 Australia 11 9.21 13 9.05 2 9.17 Singapore 73 7.08 66 7.07 56 7.02 Malaysia 92 6.57 96 6.15 86 6.07 Thailand 69 7.18 50 7.65 67 6.83 China 93 6.55 94 6.21 99 5.53

Make data-driven decisions and ignore anyone who tells you “what social media is about.” Singapore remains largely (not exclusively) a market of consumers and not content creators. Can you reasonably expect such a market condition to generate a rich conversation every time you share a message?

NEXT, KNOW YOUR OBJECTIVE

Pick 1 Objective Existing Function

Groundswell Alternative

How the Groundswell Changes Things

Research Listening Ongoing monitoring of customer convos with each other vs occasional survey or focus group

Marketing Talking Stimulating and participating in customer convos with each other versus one-way broadcasts

Sales Energizing Making it possible for enthusiastic customers to sell each other

Support Supporting Enabling customers to support each other

Development Embracing Helping customers work with each other to come up with ideas to improve products and services

Choose one objective and focus your team. Choose key metrics in advance that are aligned with your objective. Measure frequently and fail fast to drive faster learning and execution.

DON’T FORGET THE OTHER MEDIA

State of Trust in Government

State of Trust in Media

State of Consumer Receptivity

Considering the increased activism of citizens since the 2011 GE, public sector organizations need to actively engage all types of media in order to effectively convey their message. Not doing so is the equivalent of knowingly allowing a one-sided conversation where others set the agenda.

ENGAGING YOUR PUBLIC Create Purpose-Driven Activities

DARPA Applied

MyHeartMap Challenge: Penn Med

• Contest for team/individual to report the location of a maximum number of Automatic External Defibrillators (AED)

•  $10,000 prize of 750 AEDs reported in total, or 500 reported by a single entry; also 200 “golden” AEDs which earn the submitting team $50

•  January 31 – March 13, 2012 • More than 1500 AEDs submitted by 300+ teams •  2 $9000 prizes to two people submitting 400+ each • Database given to the public and 911

ENGAGING YOUR PUBLIC Respond Rapidly, Even If Just To Say You Will Respond

Citizens Want Proactive Communication

All credit to http://staticc01.insing.com/images/0c/65/0f/00/pc_600x450.jpg

ENGAGING YOUR PUBLIC Ask Better Questions

Crowdsourcing Comparison

Tan Siok Siok: Filmmaker

h"p://www.twi"amentary.com/    

The Call for Submissions

Modernizing the Definition of Public Relations You will find a submission form on this website, the idea for which originated at our summit meeting. Some of the “standard” definitions of marketing and advertising the group collectively liked had the following basic elements: they [DO WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE]. The group thought it best to adopt a similar approach for a modern definition of public relations. Submit Your Definition of Public Relations Here

The Response •  900 submissions •  70 comments •  16,000-plus page views

10 Most Submitted Words

•  “organization” (present in 388 submissions) •  “public” (373) •  “communication” (280) •  “relationship(s)” (260) •  “stakeholders” (172) •  “create” (170) •  “mutual” (158) •  “understand” (153) •  “build” (152) •  “audiences” (147)

The Finalists: You Can Vote

Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships.

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.

Compare the Questions

PRSA Twittamentary •  they [DO WHAT] with/for

[WHOM] to [DO WHAT] for [WHAT PURPOSE].

• Share a great story that answers the question: what is the most interesting thing that happened to you because of Twitter?

How Does Siok’s Example

Teach Us to Trigger a

Response?

Ask for Interesting

Examples, & You Get Interesting Examples. Ask for Mundane….