5-minute ignite presentation at http://www.oecd.org/greengrowth/smwparis.htm

1. DIGITAL DIPLOMACY –
Identifying the value of social
media use in the public sector
Arthur Mickoleit,
OECD (Directorate for Public Governance and Territorial
Development)
OECD Conference “The Power of Social Media”
20 February 2014, Paris
#SMWParis

2. Value proposition for the public sector?
20/02/2014

3. 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

4. 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

5. present
active
Highest state institutions are…
20/02/2014Sources: OECD data collection; Twiplomacy.
27 out of 34 16 out of 34

6. …interesting?
20:1
5:1
National
leaders
National
institutions
20/02/2014Sources: OECD data collection; Twiplomacy.

7. The value proposition for government
Institutions
Politicians Funds
Votes
?
20/02/2014

8. STATEYOU
Information,
services,
goods
Infrastructure
Taxes
Benefits
I N S T I T U T I O N S
20/02/2014

9. Confidence change
in national government, 2007 to 2012
20/02/2014Source: Gallup World Poll.

10. Empower people
20/02/2014

11. Make government responsive
20/02/2014

12. Make government a platform
20/02/2014

13. 20/02/2014Source: www.wired.com/wiredenterprise/2013/01/hack-the-government

14. 20/02/2014

15. Easy
answers
Stereotypes
Buy 1, get 1 free!
20/02/2014

16. Social media use by
people with high level of education
people with low level of education
%
20/02/2014Source: OECD calculation based on Eurostat data.

17. Young people’s use of
social media
social media & politics / civic issues–
20/02/2014Source: OECD calculation based on Eurostat data.

18. Young people’s use of
social media
social media for politics & civic issues–
20/02/2014Source: OECD calculation based on Eurostat data.

19. Present
x Measuring
ROI
NoYes
14% 86%
20/02/2014Source: OECD data collection.
27 out of 34 16 out of 34
Highest state institutions

20. Me: Arthur Mickoleit
My work: OECD
@OECDgov