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Social Communications in the Age of Transparency
Anni Rowland-Campbell Wednesday 21st March, 2012
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“Governments need information to govern; citizens need information to hold government
to account.” Brendan O’Connor OAIC Conference, November 2011
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Technology
Culture
Society The Polity
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Being Social … it’s all about “the people”
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"Social media" are really just technologies
that facilitate conversa:ons.
Sean Carton, ClickZ
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A revolu:on doesn’t happen when a society adopts new tools, it happens when a society adopts new
behaviours.
Clay Shirky
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From just one tweet … over 30 bits of metadata … all about you
hDp://mehack.com/map-‐of-‐a-‐twiDer-‐status-‐object
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What if data were a person? What if we designed for data the way we
design for people?
Genevieve Bell
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Strategy is ac:ons taken today to meet tomorrow’s objec:ves.
Peter Drucker
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Being Strategic – Smart Thinking
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Social Media Engagement
Hub
TwiDer Email
Apps
Call Centre
Direct Mail
Website
Facebook YouTube
Talk back radio
Face to face
Television
Virtual mee:ngs
Virtual worlds
(Adapted from Alterian)
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Trust is changing
Edelman
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Being Savvy ... clever execution
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Social
Strategic
Savvy
Common Sense Good manners
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Social Media is Counter-intuitive … it’s all about people!
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
Communications Media Social Media
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Fair Work Ombudsman
What are you looking at?
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Fair Work Ombudsman
• Social – targeted campaign to a community or group – focused on their needs
• Strategic – integrated within the framework of the overall business, not stand alone
• Savvy – understood that Web 2.0 is the “people’s space”
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FutureGov and Casserole
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Casserole
• Social – leveraged community groups and peoples’ need to contribute
• Strategic – integrated into other campaigns and an existing mindset and system
• Savvy – gave them a purpose
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Kony 2012
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Kony 2012
• Social – appealed to people on all scales
• Strategic – leverage social technologies linked to an ongoing strategic campaign
• Not quite so Savvy – awoke people to a geniune problem and gave them a call to action … but …
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Social Media Timeline
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We are still cavemen in the digital world
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Some resources
• The conversation article re the Kony2012 campaign – http://theconversation.edu.au/viral-video-gone-bad-
kony-2012-and-the-perils-of-social-media-5925
• Digital anthropology - see the work of – Danny Miller at University College London (http://
www.ucl.ac.uk/anthropology/people/academic_staff/d_miller)
– Lucy Suchman at Lancaster Univeristy (http://www.lancs.ac.uk/fass/sociology/profiles/31/)
– Genevieve Bell’s 2011 Gov 2.0 Presentation on data – “http://www.youtube.com/watch?v=Nvn_l_Vh3hw”
• The Semantic Web – Kate Ray’s video - http://kateray.net/film/
• Data and privacy – PEW Internet report - http://pewinternet.org/Media-
Mentions/2012/Pew-report-finds-people-are-getting-more-privacysavvy-on-social-networks-prune-friend-lists.aspx