Datamatix gitex conference_govt_social_media_22_oct_2013

Government Social Media- Global Trends

Government Social Media-Global Trends & its Impact

Dr. Usman Zafar
Country Manager – MENA
Usman.zafar@init.ae

Dubai, 22.10.2013


]init[ in a Minute
Specializing in IT Solutions for Governments,
Administrations, NGOs, Financial Institutions
and Businesses since its Founding (1995)
Privately Held & Technology Independent
Over 200 Employees in five Departments:
Applications & Platforms
Consulting
Content & Media Services
Creative & Portals
Operations
Business Volume 2011: 22 Million Euro
(thereof over 80% in public sector)
Certified Quality Management (ISO 9001:2000)
and Certified IT Security Operations
Management (ISO 27001)


UN Survey 2012: Selected UAE Scorings
UAE now rank 28 in the E-Government Development

Index
UAE are highlighted as a top performer and rank 8 in
one-stop-government (“whole of government”)
UAE rank 12 in online service sophistication
Among South Korea UAE scores very high (100 %) for
the indicator “e-decision making”
(e.g.Government provides confirmation receipt on

citizen sent communication; Government provide
outcome on feedback received from citizens
concerning the improvement of their services)
Low medium scorings for the indicators e-information
(50%) and e-consultation (54%)


Strategy of Adoption:
Establish your own networks and
channels


Strategy of Adoption:
Examples for Government Platforms
US Department of
Homeland Security

- civil servants
- external experts
- 50,000 members

Federal Ministry of
Economics &
Technology

- corporations
- civil servants
- 1,760 members

Federal Ministry of
Foreign Affairs

- diplomats
- Members of int.
organizations

Federal Ministry for
Family & Youth

- citizen
- external experts

German Police Forces

- police
- 270,000 user
- 300 Cont.Mg.

- launch 2009
- personal profiles, wikis, forums,
blogs, topic groups, job search
- launch 2012
- personal profiles, customized
homepage, forums, tagging, business
opportuniy matching,
- launch 2008
- personal profiles, career service,
address directory, forums, wikis

- launch 2011
- discuss and create policy for usage of
Internet by children

- launch 1999
- closed user groups, DMS, wikis,
forums, surveys, business applications


Strategy of Adoption: References by ]init[

EXTRAPOL
Extranet and collaboration
platform of the German police
forces
Numbers: 270,000 Users, 300
Content Manager
Scope:
Closed User Groups
Wikis, Forums
DMS
Surveys
Business intelligence
applications for law
enforcement procedures and
cross level cooperation


86%
Don’t want to go
without EXTRAPOL
anymore

50.000

hits per day

potential users

Use it for
transnational
reasons

40%
registered users in
closed user groups

12.000

270.000
20%

Use besides the
information space also the
collaboration space

* Taken from a policemen online survey and (web) statistics

Use it
daily

75%


Why Government needs to Embrace
Social Media for better Public
Engagement?


Traditional
Communications Tools in 2012

New


What do you want to achieve?
Use Social Media to listen
Use Social Media to ask questions
Use Social Media to extend your contacts
Use Social Media to drive your existing contacts
Use Social Media to sell your IP
Use Social Media to sell your products or services


The Social Media Landscape is Rather Stable


„The stronger the extent of personal concernment, the
more relevant and controversial the issue, the stronger
the factual participation opportunities, the lower the
effort and time, the higher the personal added value and
the better the quality assessment during the participation
process, …
the more successful the eParcticiation process and people‘s
engagement. (J. Bogumil 1999 – „All politics is local“)


THINK.
Of the possibilities.


IMAGINE.
The implications.


WITNESS.
The revolution.


Companies in the Middle East spent

22% on digital
while 58% are increasing digital budgets next year.


$90B spent
in MENA in 2012 alone.

online


SOCIAL MEDIA

influences company reputations, shapes brands.


Social Media users as a percentage of all Internet users

67% of Internet users engage with Social Media

Source: comScore World Metrix


Social Media users by global region
9.17%

5.20%
34.55%

22.61%

28.47%

Asia Pacific

Europe

North America

Latin America

Based upon unique visitors in June 2013

Source: comScore World Metrix

Mid East/Africa


Global use of Social Media

82.9%

Source: UM Wave 3

72.8%

63.2%

57.3%

54.8%

52.2%

45.2%

33.7%


Is Government really ready to have
a conversation for better Public
Engagement?
United Arab Emirates Case Study

Emirates eGovernment Case Study
The Problem / The Opportunity
 And the same situation
applies for local government
entities across the country
BUT…

For most of them, social media is an unchartered territory.

So, they needed advises on how to decide on key social media issues

This shift towards social media adoption is a trend across GCC

Key driving opportunities: contributing to the national agenda of UAE

Key driving opportunities: contributing to the national agenda of UAE

 Enhancing the cross-government
collaboration
 Enriching public engagement

 Maximizing the public value delivered to
the citizens

Enhancing the cross-government collaboration

Many government entities in UAE tend to work in “silos” or “competitive” modes
Source: Salem, F. and Jarrar, Y. 2009. Cross Agency Collaboration in the UAE Government, the Role of Trust and Impact of Technology. Dubai School of Government.

Enhancing the cross-government collaboration

Social networking is considered by

government employees among the
top technologies that could increase
the level of collaboration within the

UAE government

Source: Salem, F. and Jarrar, Y. 2009. Cross Agency Collaboration in the UAE Government, the Role of Trust and Impact of Technology. Dubai School of Government.

Enriching public engagement
UAE is among top 10 countries in Facebook usage
70.00

66.56

60.00
52.38

51.01

50.76

50.00

50.40

48.08

46.22

45.92

45.38

44.92

US

UK

UAE

Australia

40.00
30.00
20.00
10.00
0.00

Iceland Hong Kong Canada

Norway

Source: Arab Social Media Report – Dubai School of Government, 2011.

Singapore Denmark

Enriching public engagement
Almost half of UAE population has accounts on Facebook
45.38

50.00
42.93

45.00
33.95

40.00

34.27

35.00
30.00

23.11

25.00

17.06

20.00

12.24

15.00

7.55

10.00
5.00

0.08 0.17 0.74 0.74 0.90 1.07 1.19 1.26

5.24 5.49
3.74 3.99

0.00

Source: Arab Social Media Report – Dubai School of Government, 2011.

10.76
7.55

20.64
17.55


As a result, government entities in UAE can leverage the power of

social media to enrich citizen engagement and improve public
services.
Otherwise, we might witness a
“Government-Society Social Media Divide”

The Solution / The Challenge

To develop policy guidelines for government entities in
UAE on how to use social media tools in responsible, safe
and effective manners to communicate with the public
and

engage

them

in

designing

government programs and services

and

delivering

Access
Management

Legal
Issues

Account
Management

Content
Management

Public
Conduct

Policy Issues
Employee
Conduct

Privacy
Security

Government agencies’ unique challenges with using
Emirates eGovernment Social Media Policysocial media
Guidelines


The Social Media ROI Cycle

Adoption of social media happens
in three distinct stages
Stage 1: Launch
Stage 2: Management
Stage 3: Optimization

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer.


Launching
the Big 4

1
2

3

Stage 1: Launch
100% of the efforts are typically focused on
launching the Big 4: LinkedIn, Facebook, Twitter
and YouTube. (Some companies dive into the Big 4
Plus More which include blogs, SlideShare, enewsletters, Flickr, etc.)
•Approach: Executional
•Focus: Short-Term
•Objective: To Have a Social Media Presence
•Results: Negligible

Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer


Qual.
Quant.

Big 4 plus
More

Creative

New initiatives

1

Stage 2: Management
In Stage 2, approximately 60% of a company’s focus is
2
on the Big 4 (or the Big 4 Plus More), 10% of the
focus is on creative and offer development, 20% on
quantitative metrics (traffic, inbound links, likes, etc.)
3
and 10% on qualitative metrics (brand sentiment,
surveys, polls, etc.).
•Approach: Tactical
•Focus: Mid-Term
•Objective: Customer Engagement
•Results: Increased Traffic


Stage 3: Optimization
Approximately 25% of the focus is on the Big 4 Plus
More,10% on creative and offers, 10% on quantitative
metrics, 10% on qualitative metrics, 25% on
improving conversion and optimizing the campaign
and 20% on tracking profits and ROI.

•Approach: Strategic
•Focus: Long-Term
•Objective: Social Media ROI
•Results: Revenue Growth

1
2

ROI

Big 4 plus
More

3
Conversion/
Optimization

Creative
Quant.

Qual.
New initiatives


7 Important factors to be kept in
mind for better customer service
via social media


Success factors for apps

jan-lars.bey@init.de

CeBIT, 7.03.2013


Key to success #1: clearly defined use cases
The use case has to be attractive.

Ask yourself the following questions:
Who is your target group? What is your aim?
What kind of added value does the app
provide for its target audience? What kind of
services should the app offer?
What kind of location-independent services
can be offered? What does the use case look
like?
How to make use of the smartphones
functionalities (GPS, camera, sensors,
Internet access, voice input)?
Is it a reoccuring use case?
CeBIT,
jan-lars.bey@init.de
Are there any restrictions7.03.2013
(internet


The use case has to be attractive.

time

place

How much time do
I have?

Where am I
right now?

aim

What do I want to
achieve?

sentiment

How do I feel?


using a device is context-dependend

laptop
tablets

smartphones

on the go and at
home
to communicate
and connect
Fast information
access

mainly at home
for entertainment &
surfing
no time limit
in relaxed
atmosphere

At home or in the office
To get tasks done, that are
time-consuming and need
special attention


Social Media in Government:
8 Best Practices Based on Lessons Learned
1.

Mission drives everything: clarity is crucial

2.

Let policy guide, but not paralyze you

3.

Know the environment

4.

Consider a pilot as a proof-of-concept

5.

Secure support of senior leaders

6.

Create internal cross-functional alignment

7.

Roll out, don’t launch

8.

Keep listening & let what you hear inform your participation


Thank you very much.

Dr Usman Zafar
Country Manager- ]init] ME
Email:usman.zafar@init.ae
Cell: +971556348894
www.init.ae

name.surname@init.de

Location, 10/27/2013

Datamatix gitex conference_govt_social_media_22_oct_2013

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