Not just Hammers: choosing the right tool for online engagement
Slide 1
Image of fire in Mitchell, Canberra, September 2011
Screenshot of ACT ESA Twitter account @ACT_ESA
Evacuation centre at Dickson College and a reception area at Canberra Stadium. No material has
escaped the site into storm water. Thu Sep 15 19:09:28 +0000 2011
Residents within a 10km radius of Mitchell advised to remain indoors until further notice. Thu Sep 15
19:16:52 +0000 2011
Currently atmospheric tests show no abnormal readings to date. People within a 10km advised to
stay indoors. Thu Sep 15 19:31:58 +0000 2011
There have been no casualties as a result of the fire. Thu Sep 15 19:37:45 +0000 2011
Barton and Federal Highways open. All roads into Mitchell remain closed. Follow @ACTPol_Traffic
for updated road closures. Thu Sep 15 19:39:30 +0000 2011
People within a 10pm radius of Mitchell advised to stay indoors, keep windows closed and operate
air conditioners. Call 13 22 81 Thu Sep 15 19:58:27 +0000 2011
Northside ACTION buses affected this morning. Thu Sep 15 20:01:59 +0000 2011
Education Directorate currently determining impact to Northside schools. Further info soon. Thu Sep
15 20:04:04 +0000 2011
Until further notice there will be no ACTION bus services in North Canberra. 13 22 81 Thu Sep 15
20:19:18 +0000 2011
All north side schools are closed today #Canberra Thu Sep 15 20:41:18 +0000 2011
ACT Fire brigade have confirmed testing has resulted in no positive readings for phosgene to
date.update to follow #Mitchell Thu Sep 15 21:06:46 +0000 2011
If further tests show the same result the 10k radius area of shelter will be significantly reduced
#Mitchell Thu Sep 15 21:08:07 +0000 2011
Myth buster - there is no report that the fire close to gas tanks #Mitchell Thu Sep 15 21:24:15 +0000
2011
@bramblemacey myth buster - ACT fire brigade have confirmed no positive readings for phosgene
to date #Mitchell Thu Sep 15 21:38:16 +0000 2011
Slide 2
Coat of Arms: Australian Government, Department of Finance and Deregulation
Not Just Hammers: Choosing the right tool for online engagement
Slide 3
SCOPE
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Tools available for online engagement
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Matching outcomes to tools
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Understanding support requirements
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What to do when the customer is offline
Image from Nielsen's State of the Media: The Social Media Report Q3 2011:
http://blog.nielsen.com/nielsenwire/social/. List of online activities and percentages:
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social networks & blogs: 22.5%
online games: 9.8%
e-mail: 7.6%
portals: 4.5%
videos/movies: 4.4%
search: 4.0%
instant messaging: 3.3%
software manufacturers: 3.2%
classifieds/auctions: 2.9%
current events and global news: 2.6%
other: 35.1%
Slide 4
GARTNER PREDICTS:
Image of Gartner logo.
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By 2013, spending on social software to support sales, marketing and customer service
processes will exceed $1 billion worldwide.
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By 2014, social networking services will replace email as the primary vehicle for
interpersonal communications for 20% of business users.
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By 2015, the 20% of enterprises that employ social media beyond marketing will lead their
industries in revenue growth.
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By 2016, 15% of businesses will deploy a horizontal social technology layer that integrates
with several business applications.
Slide 5
TOOL SELECTION
Image of Swiss Army Knife.
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Twitter
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Facebook
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LinkedIn
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WordPress
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YouTube
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RSS

data.gov.au
Social Networking Around The World Image from Nielsen's State of the Media: The Social Media
Report Q3 2011: http://blog.nielsen.com/nielsenwire/social/. Text reads:
“Social networking is indeed a global phenomenon. In a look across a sample of 10 global markets,
social networks and blogs are the top online destination in each country, accounting for the majority
of time spent online and reaching at least 60% of active Internet users.
1. Australia: Among Nielsen’s 10 Internet-metered markets, Australian Internet users spend
the most time visiting social networks and blogs, averaging 7 hours, 17 minutes per person
2. Brazil: Orkut is the #1 social networking and blog site in Brazil, visited by 30.3 million
Brazillians in May 2011, 11 percent more visitors that #2 site Facebook
3. France: Nearly a quarter of active French internet users – 9.6 million – visited #2 social
networking site Overblog
4. Germany: German Internet users spend more time on social networks and blogs than they
do any other online category of sites, a total of 12.7 billion minutes during May 2011
5. Italy: Italian Internet users spend nearly one-third of their time online visiting social
networks and blogs (31% of total Internet time)
6. Japan: FC2 Blog – the top social networking site in Japan during May 2011 – was visited by
over half of active Japanese Internet users
7. Spain: Although Spanish Internet users spend the most total time on #1 site Facebook, they
average the most time per person on #4 site Tuenti (4 hours, 42 minutes per person)
8. Switzerland: Social networks and blogs reach 60 percent of active Internet users in
Switzerland
9. U.S.: Blogger is now the number #2 social networking and blog site in the U.S. with 50.1
million unique U.S. visitors, up 17 percent from a year ago
10. U.K.: Internet users in the U.K. viewed 229.6 million pages on Tumblr, the second most page
views on any social network or blog in the country after Facebook (20.2 billion page views)”
Slide 6
MICROBLOGGING
Image of Twitter logo
Uses
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Announcements
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News
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Links
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Comments
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Alerts
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Retweets
Factors
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Following
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Answering
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Personalisation
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Immediacy
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Anonymity
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Brevity
Screenshot of Queensland Police Twitter account @QPSmedia
Slide 7
SOCIAL NETWORKING
Image of Facebook logo
Uses
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Campaigns
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Questions & Answers
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Sharing information and media
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Publicising events
Factors
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Moderation
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Expectation management
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Audience
Screenshot of APS ICT Entry-level Programs Facebook page
Slide 8
PROFESSIONAL NETWORKING
Image of LinkedIn logo
Uses
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Recruitment
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Job hunting
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Private groups
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Event management
Factors
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Individual not group
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Personal security
Slide 9
BLOGS
Image of WordPress.com logo.
Uses
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Discussion papers
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Announcements
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Presentations
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Feedback
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Comments
Factors:
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Moderation
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Content
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Expectations
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Duration
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Maintenance
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Tools
Screenshot of Cyber White Paper govspace site.
Slide 10
MEDIA DISTRIBUTION
Image of YouTube logo
Uses
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Reporting
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Motivating
Factors:
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Relatively inexpensive
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Some production values help
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Audience
Screenshot of "Farmer Wants a Life" video from ImmiTV YouTube channel.
Slide 11
ALERTS
Image of RSS logo.
Uses
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Web site changes
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Blog updates
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Comments received
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Liked by journalists, etc
Factors
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Simple
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Cheap
Infographic from Nielsen's State of the Media: The Social Media Report Q3 2011:
http://blog.nielsen.com/nielsenwire/social/. Text reads:
“When compared to the average adult internet user, active adult social networkers are...

45% more likely to go on a date
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75% more likely to be heavy spenders on music
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26% more likely to give their opinion on politics and current events
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19% more likely to attend a professional sporting event
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18% more likely to work out at a gym or health club
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47% more likely to be heavy spenders on clothing, shoes and accessories
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33% more likely to give their opinion on TV programs
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53% of active social networkers follow a brand [pie chart included]
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32% of active social networkers follow a celebrity [pie chart included]”
Slide 12
OPEN DATA
Image of data.gov.au logo.
Uses
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Reuse
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Informing
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Research
Factors
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Formats
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Niche community
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Data curation
Screenshot of Postcode Finder app.
Screenshot of Suburban Trends app.
Screenshot of In Their Honour app.
Screenshot of Dunny Directories app.
Slide 13
ICT-ENABLED CITIZEN ENGAGEMENT 2011 USE AND SATISFACTION SURVEY
Preliminary findings
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Whenever a member of the public has the option to use the internet to contact
Government, the internet is the most frequently used channel
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Younger Australians are most likely to have used the internet for their most recent contact
with government
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30% of survey respondents who were unable to use the internet would prefer this as a
means of contacting government
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Overall satisfaction with e-Government service delivery is high (86%)
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Significant increase seen in the use of communications technologies, particularly mobile,
between 2009 and 2011 surveys
Slide 14
ACCESSIBILITY
WCAG 2.0 & the National Transition Strategy
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Perceivable
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Operable
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Understandable
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Robust
‘the usability of a product, service, environment, or facility by people with the widest range of
capabilities’ (ISO)
Slide 15
THE DIGITAL DIVIDE
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Indigenous Australians: 69% less likely to have internet & 1/2 as likely to have broadband.
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Geography: 66% of dwellings in major cities have internet, 42% for very remote Australia.
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Educational attainment: persons with postgraduate qualifications had about 3.9 times more
likely to have broadband. Certificate level qualifications 1.2 times more likely to have
internet.
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Income: the single largest determinant of internet access and broadband: household income
$1,000 - $1,999/week about 2.7 times more likely to have internet than <$599 per week.
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Disability: only 28% of people requiring assistance with core activities had broadband, vs.
48% of people not needing assistance.
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Single parent households with dependent kids < 15 had 77% internet and 52% broadband
access compared with 92% and 68% respectively for comparable dual parent households.
Slide 16
NOT JUST HAMMERS
Questions
Slide 17
Sources
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Lead photo: http://au.news.yahoo.com/latest/a/-/latest/10271623/canberra-firies-battleindustrial-fire/
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Gartner assumptions:
http://my.gartner.com/portal/server.pt?open=512&objID=235&mode=2&PageID=816364&r
esId=1745520&ref=QuickSearch&sthkw=social+media
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Digital Divide: http://www.aph.gov.au/house/committee/ic/NBN/subs/Sub186.pdf
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Nielsen: State of the Media: The Social Media Report Q3 2011:
http://blog.nielsen.com/nielsenwire/social/ (available for download after registering)