NEXT GENERATION GOVERNANCE

DIGITAL ENGAGEMENT - EMPOWERING CITIZENS THROUGH DIGITAL INNOVATION

SPIRIT OF GUJARAT – Site encouraging citizens to VIRTUAL GUJARAT -
upload pictures depicting “Spirit of Gujarat” with cross postings Simulation of “Future of Gujarat”
SWARNIM GUJARAT, A Channel on YouTube - All
on various photo-sharing websites. Government can post with inclusion of Future Projects video related to Gujarat including Documentaries, Speeches
images of every function of Swarnim Gujarat Celebration. To like GIFT, Dholera SIR, River Front. of CM, Citizen Testimonials etc.
increase public participation contests can be planned. This will allow people to
experience the Gujarat of Future
while they participate by providing
SWARNIM SPOTS - feedback and inputs .
Service which will use Google Map GUJDEV – A social mesh
and Wikimapia to present public network acting as meeting place
information e.g. Locations of all for people with different expertise,
Government offices, Civil GTWITS – with common goal to participate in
Hospitals, Police Stations across Twitter as a tool growth and development of
Gujarat, will be tagged on Google to spread Gujarat, can share their views,
Maps and Wikimapia. Geo Tagging Government’s, YUVA – An experiences and best practices
can be used to locate nearest Polio CM's and other initiative to hence collaborative benefits to the
booth, health checkup camps, Lok key people’s involve youth and society.
Adalats etc. thoughts across students to
masses and also participate in
for feedbacks various activates
from masses, It of Government

GUJARAT LIVE- Widgets

can be used to
gather
information
GUJARAT and society
building through
Youth Centric SWARNIM SANDESH
for use on Websites, Desktops, about public Social Networks. – A Blog covering celebration
Mobile, Digital Outdoor Display, TV perception across Gujarat & outside Gujarat
Networks, IP TV to provide live (National & International) ,
feeds from various government regarding various
websites, CM's tweets, Real-time issues. including messages, multimedia
feedback from citizens, Public Polls content and viewpoints from
etc. people across the globe.
SWARNIM RAJ – A forum
which talks about government
policies, public information,
JANSEVA – Collection of feeds from all important schemes etc. and encourages
citizen to comment, appreciate, GUJARAT PATRA – A Blog covering efforts from
websites or services which need real time dynamic critisize or advice on issues of government, citizens and entrepreneurs for more
information. E.g. Whether Information, Results for Polls, News, public interest. prosperous Gujarat.
Traffic Information.
 GOVERNMENT IN DIGITAL ERA
Government (at it’s basic level) is a mechanism for collaborative action for
social good.

Historical Context
Conceptual Economy: from
industrial to conceptual
capitalism
Dynamic
Agenda for Action
Perspective
Platform for brains outside of
Empower the creative and
government (Open
innovative
Government, Govt. 2.0)

Powered By Talents: Provide/preserve technical

Coordination, not command
creativity is the ultimate infrastructure that
and control
resource encourages creativity

Communication Revolution: Trust / rely on people with Develop new intellectual

allows so many more to be access to so much knowledge property rights for the
creative and information conceptual economy
 GOVERNANCE NEED SHIFT
NEXT GENERATION Government which promotes use of
GOVERNMENT collaborative web 2.0 technology to solve
collective problems across all government.
city, province, country, international.
Government stripped down to it’s core,
rediscovered, re-imagined.
Government which has moved from the
“Need To Know” mindset to the “Need To
Share” mindset.
Government acting as a Platform for
Engagement and Collaboration.
CONNECT GOVERNMENT TO IMPROVE GOVERNMENT

Speed Up Citizen –
Citizen
Social Inclusion Government Government Gap
Centricity Processes Narrows

New Standardised Revenue Collection

Collaborative Public
Organisational Common / Spending
Policy Process
Model Infrastructure Efficiencies Gained

Back-office Quality Of Life Increased

Governance Improved Via Accountability For
Reorganisation Innovation Government

Pillars of Connected Government Impact of Connected Government

 GOVERNMENT / CITIZEN MESSAGE FLOW
Government Encoding MEDIA Decoding Citizens

Selective Selective
Retention Attention

Noise

Selective
Distortion
Feedback Response
 GOVERNMENT ACCESSIBILITY = MORE RESPECT
People like doing business with people they know …
… and love doing business with people they trust.

• is personal.
• requires risk-taking
• is about relationships, not transactions.
• is based on being willing to put the other’s needs first.

UNKNOWN RECOGNIZED LIKED RESPECTED

For Government, being a better messenger means moving from

the Less Known to the Most Respected.
 EVOLVING CITIZEN
INFORMED • Seek where the Truth Lies

EMPOWERED • Know Value of Voicing their Opinion

CONNECTED • Quick, Easy, Cheap ways to be “Always On”

CREATIVE • Huge Reservoir of Untapped Creativity

“This is not a question of scale. It is a different way of existing”

 EVOLVING WORLD

“The Key is Laying the foundation for an inclusive and sustainable ecosystem.”
 EVOLVING MEDIA
STATIC INTERACTIVE OPEN
• Read Only • All Read & Few Write • All Read & All Write

MULTI DEVICE & MULTI

PLATFORM

TECHNOLOGY & INNOVATION REAL-TIME & INSTANTANEOUS

ACCOUNTABILITY &
EMPOWERMENT & VIRILITY
MEASUREMENT (ROI)

MARKETING &
INTERACTIVITY

“We must accept the fact that there is no mass in mass media anymore, and leverage
more targeted approaches“
 EVOLVING MEDIUM
TODAY TOMORROW
 EVOLVING CONTENT MODEL
TRADITIONAL NEW
 EVOLVING MASS COMMUNICATION
"Advertising was designed to simulate word of mouth when word of mouth was
very inefficient. It isn’t any longer.”

• Overly focused on creating more usefulness and

Trust in ads has relevance with the advertisement messages.
fallen while its • Marketers have done almost nothing with the new
possibilities
structural • Participants are getting more and more annoyed by
capacity (reach) interruption and better and better at avoiding it.
of generating • Technology is presenting a new range of
opportunities.
influence has • Audience usage patterns are evolving.
also declined • Focus on the understanding of culture as the driver
for innovation is becoming more and more
substantially. prominent.
 EVOLVING TECHNOLOGY
• Rapidly advancing
Communication & Media
technologies are making
available new information
flow and public relations
opportunities never seen
before.
Social Media will be one
consistent, prominent force
in the Government’s arsenal,
as it lets large bureaucracies
engage customers/citizens
authentically.

Classmates Online Banking 6 Billion Online Friendster Bebo Twitter

Banner Ads MP3 Broadband LinkedIn Ning
E-Commerce MySpace Digg
Brand Websites Flickr
Adwords Dogster
Blogs
Facebook
 EVOLVING GOVERNMENT
Open access to Government
Openness will strengthen data, means no limit to what
democracy and promote contribution people can do. It
efficiency and effectiveness in engages the imagination of
TRANSPARENT citizens in building the
Government.
society.

AGILE PARTICIPATORY

Government can leverage new The prospect of Government

Social Media tools to create a COLLABORATIVE using Social Media sites like
more open, efficient, effective Twitter will raised a myriad of
and transparent government legal, contractual, and policy
questions.
 GOVERNMENT 2.0 – CITIZEN CENTRIC
Blogs
Bookmarking &
Wikis Newspapers Tagging

Email Outdoor Content

Widgets
Aggregation
Interactive
Flyers
(Banner ads)
Crowd Sourcing
Virtual Worlds & Voting
Direct Mail Point-of-
Purchase

Ratings & Discussion Boards

Brochures Door-to-Door And Forums
Reviews

Magazines Posters
Presentation
Events & Meets
Sharing Television Radio

Podcasting Photo Sharing

 SOCIAL MEDIA – A REVOLUTION
What started with

Has turned into:

A Evolution of How We Communicate

 SOCIAL MEDIA – SUCCESS STORY
Obama – Reinventing Politics, Democracy and Governance

Objective: Obama campaign sought to Attract

and Differentiate Fundraise Supporters.
• Knickerbocker SDK designed email to
supporters to embed custom Wiffiti widget
in their blogs.
• Displayed widget on Times Square NYC
screen.
• Emailed to 10,000 supporters.
• Users messages displayed on all screens –
Times Sq, blogs, websites etc
• Created media buzz at launch (celebrities at
Times Sq).
• Raised $400,000 donations in 1 week.
 SOCIAL MEDIA - DEMYSTIFIED
• Social media is primarily Internet and Mobile-
Social Media is based tools for sharing and discussing
information.
becoming many • Social media makes Conversations possible
among multiple people around the world using
people’s primary Web-based Technologies.
• Social media allow people to publicly create,
source of News, share, and discuss information.
• Social media often refers to activities that
Opinion, integrate technology, social interaction, and
the construction of words, pictures, videos and
Information, audio.
• Social media is a shift in how people discover,
Communication and read, and share information , it is a fusion of
sociology and technology, transforming
even Entertainment monologue (one to many) into dialog (many to
many).

Content Conversation Communication

 SOCIAL MEDIA – THE DEMOCRATIC WEB
The reason the social media
sits well with people is that it
is run democratically, a
concept that all people are
used to.
 SOCIAL MEDIA – GOVERNANCE PERSPECTIVE
Media
• Government at Center
• Defines the Space (Limited Flexibility)
• Controls Transaction (Closed and Narrow)
• Creates Content (Passive)
• Drives Interaction (Conventional Intelligence)
• Unidirectional (Deliver Message)
• One to Many (G2C or C2G)
• Push / No Conversation
• Informative
Social Media
• Citizen at Center
• Defines the Space (Unbounded Flexibility)
• Controls Transaction (Open Omni Directional)
• Creates Content (Collaborative Co-Creation)
• Drives Interaction (Crowd Intelligence)
• Interactive (Create Conversation)
• Many to Many (G2C, C2C, C2G)
• Pull + Push / Conversation
• Influencing (Involving)
SOCIAL MEDIA – AN OPPORTUNITY
Makes your influence ripples Stronger and Bigger!
Authentic connections with citizens, on a Regular &
Real-time basis
Be the Expert!, Provide Counseling, Build
Consensus, Help in Developing Opinion.
Listen to Your Audience!, Citizens
New Collaborations, with all stake holders of
Governance
Manifest abstract thoughts into written word. Get the
wheels of actions turning.
And you can do all this at low or no cost. Its FREE!
SOCIAL MEDIA – MULTI ROLE & MULTI TASK
Access Citizen Services

Community Development

Welfare Programs Visibility

Influencing
(Counseling)

Social Cause Promotion Infotainment

 SOCIAL MEDIA - WHY CARE ABOUT IT?
It’s about knowing
• Where the conversations are happening
• What your share of the conversations is
• What the conversations are that you could / should be in
• Who the key influencers are who can help build your brand

It’s about expanding your news flow

• Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)

It’s about understanding communities

• Which groups, forums and networks matter?
• Who drives share of conversation in these communities?
• What are the next steps in driving relationships?

It’s about leveraging existing content and improving your natural search

Generation Y and Z don’t communicate anymore through email but through their Social Networks, people
with higher education levels are using more & more social media in their (online) communication
 SOCIAL MEDIA – AWARENESS
Businesses are already serious about Social Media

COMPANIES THAT
HAVE IMPLEMENTED
64 % SOCIAL MONITORING
PLATFORMS

COMPANIES THAT
HAVE NO IDEA OR HAVE
NOT IMPLEMENTED
36 %
SOCIAL MONITORING
PLATFORMS
 SOCIAL MEDIA – THE ECOSYSTEM
Management of different information via different online platform
reaching out to different target audience through building different social
networks and maintaining different multi-lateral communication.

•Sharing, Publishing, •Live Feed, Micro •Users becomes

Discussion Blog, Social Games, content provider,
•Text, Pictures, Virtual World •Vertical, Horizontal, Broadcaster needs
Video, Presentation, Interest, Industry to offer instant
Sound, Gossip, feedback
Rating, Polls Results,
Etc

Social Media not only Change the Rules of Communication but also the
Art of War
SOCIAL MEDIA - TYPES
 SOCIAL MEDIA – IT’S CONVERSATION
10% of all time spent on the Internet is on social media sites.

Power of Publishers and Broadcasters are moving towards

Their Traditional Audience
SOCIAL MEDIA - LANDSCAPE
 SOCIAL MEDIA – MAJOR ENGINES
350 Facebook
300 Qzone (QQ)
MySpace
250
Windows Live
200 Habbo
150 Orkut
100 Friendster
hi5
50
Twitter
0 Tagged
Users (Million)
 SOCIAL MEDIA – LEADERS

Leading Social Networks by Country

 FACEBOOK - IF IT WAS A COUNTRY
It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years &
the Internet took four years. In less than nine months, Facebook added 100
million users.

It will be the 8th largest Country In the World

YOUTUBE -THE 2ND LARGEST SEARCH ENGINE
More than 13 Hrs of Video Uploaded Per Minute
450 Years to Watch All Videos (2009 – 2459)

YouTube is likely to serve over 75 billion video streams to

around 375 million unique visitors during this year.
 WIKIPEDIA - 3,200,000 ARTICLES
Wikipedia the most popular encyclopedia has more than 12 million users.

Wikipedia has been edited 40,000,000 times.

FLICKR - HAVE PHOTOS OF 400 ML PEOPLE

60% of people on earth has a photo in Flickr

 TWITTER - 1400% GROWTH (JAN – FEB)
10.7% of all active Internet users are touched by Twitter.
Traffic to search.twitter.com up 541% Jan-April 2009.
Since April 2009, Twitter has been receiving around 20 million unique visitors to
the site each month, and recently surpassed 1 billion messages via the service.

80 % of Twitter Usage is on Mobile Devices

 LINKEDIN – 6.5 MILLION BUSINESS USERS
80% of companies use or plan to use LinkedIn as their primary tool to find
employees this year.
SOCIAL MEDIA – HIT AMONGST INTERNET USERS

82.9% 72.8% 63.2% 57.3% 54.8% 52.2% 45.2% 33.7%

 SOCIAL MEDIA – EXCEPTIONAL VALUE
Benefits To Government:
• Promotion. Highlights more of what you
do and what you can offer.
• Automation. Messages can be
automated; No additional management
resource.
• Measurement. Measure the success and
value of the messages you send.
• Delivery. Ensured delivery channel for
official government information.
• Collaboration. Cross-promote with other
agencies to offer more options.
• Public re-engagement. Each message
brings people back to your website.
Benefits To The Public:
• Choice. More topics and collaboration
with other agencies mean more choice
for subscribers.
• Personalisation. Individuals choose the
information they want to receive.
• Relevancy. Individuals choose what they
want and what impacts their lives and
daily schedules.
• Satisfaction. Perceived “satisfaction” of a
“personal” service.
SOCIAL MEDIA – STEPS TO SOCIALIZE
• Monitor online mentions and hence reputation

• Domain, market, segment - Governments

• Audience – The Citizen
• Pulse - Determine sentiment, motive, associated topics, share of voice

• Time-respectful content, highly tagged and easily consumed

• Thought Leadership - Vision Documents, Strategic Plans, Comparative Studies
• Success Stories - Proof Points, Decision, Perspective, Case Studies
• Public Information -How-Tos, Guides, Statistical, Information, Policies, Notices

•Hear & Respond

•Create Engagement –Feedback, Complaints, Advice, Polls, Information Updates, Comments
•Create Tribe – Subject Experts, Volunteers for Cause, Common Interest Groups
•Drive Collaboration – Amongst Office Bearers, Citizens, Policy Makers

•Find - What influence has engagement created?

•Enable - Liking, Following, Fanning, and Forwarding
•Identify - those with the greatest influence or dislike

•What actions have been inspired by influence?

•What policy or decision advocacy has been generated?
•How do those actions amplify value?
SOCIAL MEDIA - STRATEGY

MEASUREMENT
CITIZENS TO AUDIENCE TO COMMUNITY

When content is social, it can be shared, trusted and build influence

 SOCIAL MEDIA - ADOPTION CURVE
Collaboration

Relationships

Participation
Take Value → Add Value
Broadcast
Observation
Education 1-way → 2-way

Social Media Experience

SOCIAL MEDIA – CHALLENGES FOR GOVERNMENT
Technology Policy Culture
• Access • Terms of service • Awareness
• Security Risks • Indemnification • Expertise
• Bandwidth • Multiple Jurisdiction • Explorative
• Legacy systems (Local, State, Federal) • Information Sharing
• Data Silos • Advertising & • Size
• Interoperability Endorsement • Agency silos
• Compliance • Procurement: free • Top-down
tools, gratuitous
• Complex, hierarchical
• Regulations organizational
• Privacy structures
• Persistent cookies • Red Tape
• Surveys • Old Guard
• Control • Bureaucracy
 SOCIAL MEDIA – BEST PRACTICES
Mission drives everything: clarity is crucial
Let policy guide, but not paralyze you
Know the environment
Consider a pilot as a proof-of-concept
Secure support of senior leaders
Create internal cross-functional alignment
Roll out, don’t launch
Keep listening & let what you hear inform your participation
 SOCIAL MEDIA – 360 DEGREE APPROACH
BLOGS Journal or diary with social collaboration Information to citizen delivered efficiently. Provides human
(comments), generally targeted towards face to Government, using informal tone while opening public
Blogger specific subject or subjects conversations and surfacing of issues & inputs to solve them.

Collaborative authoring & editing. Act as a global

WIKIS brain in action, with everyone contributing their Workgroup or public collaboration for project management,
Wikipedia knowledge and expertise while evaluating or knowledge sharing, public feedback and domain expertise.
verifying contributions from others.

VIDEO Video (Recorded or Live Streams) libraries

accessible through common service, allows A cost effective tool for public outreach, education, training,
SHARING everyone to become audience as well as the other communication to audiences in real-time. How To videos
to improve service and achieve mission.
YouTube broadcaster

PHOTO Photo libraries which can be arranged and

presented in various ways including slides, live Efficient way of propagating pictures of events, places, leaders
SHARING streams or even timelines. Any to Any medium and causes. Effective in keeping records with timelines. Useful
as pictures are better than 1000s of words.
Flickr which encourage sharing of moments by all.

DOCUMENT Any to Any medium which encourage sharing Efficient way of propagating official documents like tariffs,
SHARING of documents, spreadsheets, presentations,
notes by all.
forms, notifications. Effective in keeping records with
timelines.
Scribd

Multimedia, primarily audio, content syndicated out Effective way to get message out and build trust with
PODCASTING for use on iPods, Mobiles, Computers. Advantage of conversational voice. Useful for updates, deliberations,
blip.fm podcasting is that the user can do other task while messages. A great tool for sound bites and audio quotes from
listening to podcast. (While driving, studying) leaders.

VIRTUAL Simulations of environments, people, events

and surroundings which bring people together
Simulation of Future Projects like Townships, Buildings, Public Centers,
and Airports even at planning stage, allowing people to experience the
WORLDS
nd
worldwide. A replication of activities of real life amenities before hand at the same time provide vital feedback for
project improvement. Also can be used to simulate disasters pre hand
2 Life in virtual environment. providing viable lessons to students and citizens.
 SOCIAL MEDIA – 360 DEGREE APPROACH
Automated notifications of frequently updated
SYNDICATED content (think RSS). It allows people to access all
required information at one place without
WEB FEEDS visiting a number of websites. As updates are
Friendsfeed pushed rather than pulled, makes audience
access information in real-time.
Combine content from multiple sources for
MASHUPS an integrated experience at the same time
Google Maps adding context (location, time etc) and
presentation enriched by GIS.
Small applications & code delivering
WIDGETS - information in real-time on web pages or
desktop making service more effective, rich,
GADGETS easier to use. Brings content to the user’s
Yahoo Widget home page, frequented internet locations
and even mobile phones.
SOCIAL
BOOKMARK Ways of sharing content and news with
others as it happens. Users are themselves
& NEWS creator and consumer of news or discussion.
Digg
MICRO- Form of blogging which allows brief (Instant
Message size) text updates. Short updates
BLOGGING make it easier for people to share activities,
Twitter thoughts and intentions.
Do more with RSS, XML/Web feeds. Expand reach. Pull content
together across various sites and information sources.
Authoritative source which can also reduce duplication.
Government can provide feeds for all important websites or
services which need real time, dynamic information. E.g.
Weather Information, Results for Polls, News, Traffic
Information.
Lots of potential to improve government reach, service,
usefulness, and functionality. Integrate external data including
weather, traffic etc. Can be used for public information e.g.
Locations of all Government offices, Hospitals, Police Stations.
Geo tagging can be used to locate nearest place of interest. Also
a cost effective tool for tracking its Key personal, vehicles or
assets. This can be very effective in Disaster Management.
Increase awareness, use, and usefulness of sites,
information, and service. Desktop widgets can provide
live information from various government sources.
Increase the popularity and use of pages, information,
and services. Effective tool for viral marketing, hence
driving popularity. Government can use such services to
drive traffic to their other services. Such services can also
be use to judge the interest of public for certain issues.
Seek input, broadcast messages, announcements. Real time
reporting of key events or activities of key people. Can be used
as a tool to spread thoughts of leaders and view of Government
across masses and also for feedbacks from masses, It can be
used to gather information about public perception regarding
various issues. It can be a great channel where a common man
can directly interact with top officials and leaders.
SOCIAL MEDIA – PUBLIC SECTOR TREND SETTERS

FBI
IS GOVERNMENT READY TO HAVE A CONVERSATION?
EVOLVE TO NEXT LEVEL
INTEGRATED MEDIA – CONNECTING THE DOTS
TOPICAL COMMUNITIES: BRANDED SITE
IP, HELPFUL TIPS EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
MICROSITE
AMAZON
S T O R Y T E L L I N G
HELPFUL RESOURCES RECIPES
EVENTS
SEO
DOT-COM SITE COMMENTS

DEPARTMENT BLOG (IP) ONLINE SAMPLING FACEBOOK FAN

TV PAGE
E-COMMERCE
ONLINE YOUTUBE CHANNEL: PARTNER
STORYTELLING, IP

PRINT
EXTERNAL BLOGS: IP, TIPS

OUTDOOR

PR

SAMPLING PGMS

CITIZENS
THE ROAD AHEAD

Better
Access
 PARTNER US
“We are in the Business of connecting with our customers"

Planners Strategists

Media
Researchers
Experts
We Are A
Group Of

“We use co-creativity to enable Government to interact directly with citizens, on and
offline, in real time delivering a range of insight, innovation and strong media recall.”
A RELATIONSHIP WHICH DELIVERS
 WE CAN ASSIST YOU
New Media Strategy, Accessibility & Usability
Building Community and Sharing Best Practices
Market Research & Knowledge Management
Manage New Media Providers & Vendor Community
Ideation Platforms, Crowd Sourcing & Innovation Process
Design Analytical Studies, Contests & Challenges
Success Metrics & Engagement Strategy
Legal and Policy Advisory
 WHY US - DELIVERING INCLUSIVE SOLUTION
We strive to be an accelerator for government-wide new media and citizen engagement technologies, tools,
practices, and policies.

Extensive Expertise in
Media Building
Strategy Viable
Human
Development Interaction
Experience Models
Un-Rivaled
Extensive Connections
Experience within New
with and
Partnership Traditional
Building Media

We help governments to tap into citizens’ best ideas and priorities

 THE WINNING PROPOSITION

Leverage Create Gain New

Reach New
Our Rewarding Insights and
Audience
Knowledge Partnerships Expertise

Gain More
Add Value
Visibility Target More Use Less
To Existing
and Mind Citizens Resources
Competence
Space
 WITH YOU ALWAYS
DEFINE

REFINE IDENTIFY

SUPPORT COLLECT

IMPLEMENT UPDATE

RECOMMEND
WE ADDED VALUE TO ……
Extend Your Reach

+ 91 9898269489

deepak.pareek

info@deepakpareek.com

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