2014 02 20 - Social media value added in the public sector

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Arthur Mickoleit

5-minute ignite presentation at http://www.oecd.org/greengrowth/smwparis.htm

DIGITAL DIPLOMACY –
Identifying the value of social
media use in the public sector
Arthur Mickoleit,
OECD (Directorate for Public Governance and Territorial
Development)
OECD Conference “The Power of Social Media”
20 February 2014, Paris
#SMWParis

Value proposition for the public sector?
20/02/2014

Private sector
“Build your page”
“Connect with people”
“Engage your audience”
“Influence friends of fans”
“Build awareness”
“Grow loyalty and
retention”
“Influence consideration”
DRIVE SALES
20/02/2014

PUBLIC sector
“Build your page”
“Connect with people”
“Engage your audience”
“Influence friends of fans”
“Build awareness”
“Grow loyalty and
retention”
“Influence consideration”
DRIVE what?
20/02/2014

present
active
Highest state institutions are…
20/02/2014Sources: OECD data collection; Twiplomacy.
27 out of 34 16 out of 34

…interesting?
20:1
5:1
National
leaders
National
institutions
20/02/2014Sources: OECD data collection; Twiplomacy.

The value proposition for government
Institutions
Politicians Funds
Votes
?
20/02/2014

STATEYOU
Information,
services,
goods
Infrastructure
Taxes
Benefits
I N S T I T U T I O N S
20/02/2014

Confidence change
in national government, 2007 to 2012
20/02/2014Source: Gallup World Poll.

Empower people
20/02/2014

Make government responsive
20/02/2014

Make government a platform
20/02/2014

20/02/2014Source: www.wired.com/wiredenterprise/2013/01/hack-the-government

20/02/2014

Easy
answers
Stereotypes
Buy 1, get 1 free!
20/02/2014

Social media use by
people with high level of education
people with low level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.

Young people’s use of
social media
social media & politics / civic issues–
20/02/2014Source: OECD calculation based on Eurostat data.

Young people’s use of
social media
social media for politics & civic issues–
20/02/2014Source: OECD calculation based on Eurostat data.

Present
x Measuring
ROI
NoYes
14% 86%
20/02/2014Source: OECD data collection.
27 out of 34 16 out of 34
Highest state institutions

Me: Arthur Mickoleit
My work: OECD
@OECDgov

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2014 02 20 - Social media value added in the public sector

1. DIGITAL DIPLOMACY – Identifying the value of social media use in the public sector Arthur Mickoleit, OECD (Directorate for Public Governance and Territorial Development) OECD Conference “The Power of Social Media” 20 February 2014, Paris #SMWParis

2. Value proposition for the public sector? 20/02/2014

3. Private sector “Build your page” “Connect with people” “Engage your audience” “Influence friends of fans” “Build awareness” “Grow loyalty and retention” “Influence consideration” DRIVE SALES 20/02/2014

4. PUBLIC sector “Build your page” “Connect with people” “Engage your audience” “Influence friends of fans” “Build awareness” “Grow loyalty and retention” “Influence consideration” DRIVE what? 20/02/2014

5. present active Highest state institutions are… 20/02/2014Sources: OECD data collection; Twiplomacy. 27 out of 34 16 out of 34

6. …interesting? 20:1 5:1 National leaders National institutions 20/02/2014Sources: OECD data collection; Twiplomacy.

7. The value proposition for government Institutions Politicians Funds Votes ? 20/02/2014

8. STATEYOU Information, services, goods Infrastructure Taxes Benefits I N S T I T U T I O N S 20/02/2014

9. Confidence change in national government, 2007 to 2012 20/02/2014Source: Gallup World Poll.

10. Empower people 20/02/2014

11. Make government responsive 20/02/2014

12. Make government a platform 20/02/2014

13. 20/02/2014Source: www.wired.com/wiredenterprise/2013/01/hack-the-government

15. Easy answers Stereotypes Buy 1, get 1 free! 20/02/2014

16. Social media use by people with high level of education people with low level of education % 20/02/2014Source: OECD calculation based on Eurostat data.

17. Young people’s use of social media social media & politics / civic issues– 20/02/2014Source: OECD calculation based on Eurostat data.

18. Young people’s use of social media social media for politics & civic issues– 20/02/2014Source: OECD calculation based on Eurostat data.

19. Present x Measuring ROI NoYes 14% 86% 20/02/2014Source: OECD data collection. 27 out of 34 16 out of 34 Highest state institutions

20. Me: Arthur Mickoleit My work: OECD @OECDgov