DIGITAL DIPLOMACY –
The value of social media
use in the public sector (?)
Arthur Mickoleit,
OECD (Directorate for Public Governance and Territorial
Development)
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
Highest state institutions are…
present
27 out of 34
16 out of 34
active
Sources: OECD data collection; Twiplomacy.
20/02/2014
…interesting?
20:1
5:1
National
leaders
Sources: OECD data collection; Twiplomacy.
National
institutions
20/02/2014
The value proposition for government
Politicians
Funds
Votes
Institutions
?
20/02/2014
INSTITUTIONS
Information,
services,
goods
YOU
Infrastructure
STATE
Taxes
Benefits
20/02/2014
Confidence change
in national government, 2007 to 2012
Source: Gallup World Poll.
20/02/2014
Empower people
20/02/2014
Make government responsive
20/02/2014
Make government a platform
20/02/2014
Source: www.wired.com/wiredenterprise/2013/01/hack-the-government
20/02/2014
20/02/2014
Buy 1, get 1 free!
Stereotypes
Easy
answers
20/02/2014
Social media use
high level of education
%
Source: OECD calculation based on Eurostat data.
20/02/2014
Social media use
high level of education
low level of education
%
Source: OECD calculation based on Eurostat data.
20/02/2014
–
Young people
social media
social media & politics / civic issues
Source: OECD calculation based on Eurostat data.
20/02/2014
–
Young people
social media
social media for politics & civic issues
Source: OECD calculation based on Eurostat data.
20/02/2014
Highest state institutions
Present
x Measuring
ROI
Source: OECD data collection.
27 out of 34
Yes
14%
16 out of 34
No
86%
20/02/2014
Me:
Arthur Mickoleit
My work: OECD