Innovating online public communication in Italy

Copertina

From social media to social meaningfulness

Brussels, February 16 2012 Daria Santucci, Communications Expert

Outline
Ente/natura e missione

1. Framework 2. Case study 3. Challenges 4. Guidelines

Italy and the internet Torino Chamber of Commerce Social meaningfulness Next Gov 4 Web

1. Framework

Italy and the Internet

Personal media in the digital era

Mediaterranean diet
At least once a week TV 97.4 Radio 80,2

Written press 47.8 -7% Internet 53.1 +6% (2009-2011)

Only audiovisual 28.6 Audiovisual + Internet 17 < digital divide > press divide

45.6

not concerned by written press

1. Framework

Italy and the Internet

Domestic users

35.8 mln
people access Internet +6.9% 2010 +55.4% mobile

1/3
of online time spent on social networks and blogs of youngsters is on Facebook

Usage (in%)
Finding places 37,9 Listening to music 26,5 Booking a trip 18,0 Administrative tasks 9,7 Booking a medical visit 3,9 []

88%

1. Framework

Italy and the Internet

Public administration

30%

PA official accounts on social media

(on +247 public bodies)

> information < consultation Mainly news, few interactions

Mainly one-way communication. Few interactions, comments not allowed. Often duplicating websites content. Comments allowed, interaction not fully exploited

2. Case Study

Torino Chamber of Commerce Torino Chamber of commerce

Ente/natura e missione

At a glance

Public institution Representing 238,000 companies Mission 1. providing administrative services to entrepreneurs 2. monitoring market fairness 3. promoting local economy

2. Case Study

Torino Chamber of Commerce

Promoting the territory
Ente/natura e missione

Networking is our culture

1. The Chambers of Commerces system 2. Local institutions
Connected since the 80s

Internet to reach our target audience

1.Entrepreneurs 2.Associations 3.Professional orders 4.Consumers/Citizens

Social media for pilot-projects

1.Services provision 2.Information 3.Promotion Promotional budget +290% in 10y

2. Case Study

Torino Chamber of Commerce

Social media strategy
Ente/natura e missione
Ne w ve on rsio Ma n to rc be h 1, lau 20 nc 12 he d

2450+ followers Yes! Smiles 2011 > 80,000 visualisations

So whats next?

3.Challenges

Social meaningfulness
Learning from experience

1, 9, 90

In a community: 1 participant out of 100 is an active user, 9 are occasional. Big numbers required.

Few shared Need for more shared guidelines by governments. practices Specialised professionals required. Rules Social networks have specific rules for interaction. Public bodies need to adapt.

3.Challenges

Social meaningfulness
Working for the common good

Forget the framework Be untrustworthy open Underestimate reputation Be there coz everybody does Forget users are content-providers

Being there the right way Invest in quality of services Focus on mission and budget Promote sensitive innovations Create positive relations with target audiences Consider failures as opportunities for improvement

4. Guidelines

Next Gov 4 Web

Generating change

Learn
Create a core group of experts. Train the whole organisation, from officers to management.

Explore
Benchmark. Promote seminars with skilled professionals (i.e. on cloud computing).

4. Guidelines

Next Gov 4 Web

Generating change

Monitor
Constantly verify the online reputation. Dont cheat on you: others wont be that indulgent.
Avoid fake official profiles.

Plan
Define goals and strategies (i.e. Multiannual plan on Transparency). Choose the most suitable initiatives.

4. Guidelines

Next Gov 4 Web

Generating change

Evaluate
Gauge the effectiveness of your online presence. Measure the tangible outcome of online activities.

Share
Facilitate exchange in&out the organisation. Promote civic accountability.

Experience openness.

Thank you!
@dariasantucci d.santucci@to.camcom.it