The document discusses digital engagement strategies for the government of Gujarat, India. It proposes several initiatives to empower citizens through digital innovation, including platforms for citizens to upload photos and videos, participate in simulations of future projects, and provide feedback. It also discusses using social media like Twitter, creating blogs and live feeds, and developing networks for collaboration. The goal is to increase public participation and make the government more transparent, collaborative, and citizen-centric through digital tools.

2. 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.

3. GOVERNMENT IN DIGITAL ERA
Government (at it’s basic level) is a mechanism for collaborative action for
social good.
Dynamic
Historical Context Agenda for Action
Perspective
Conceptual Economy: from Platform for brains outside of
Empower the creative and
industrial to conceptual government (Open
innovative
capitalism 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

4. 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.

5. 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

6. GOVERNMENT / CITIZEN MESSAGE FLOW
Government Encoding MEDIA Decoding Citizens
Selective Selective
Retention Attention
Noise
Selective
Distortion
Feedback Response

7. 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.

8. 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”

9. EVOLVING WORLD
“The Key is Laying the foundation for an inclusive and sustainable ecosystem.”

10. 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“

11. EVOLVING MEDIUM
TODAY TOMORROW

12. EVOLVING CONTENT MODEL
TRADITIONAL NEW

13. 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.

14. EVOLVING TECHNOLOGY
Social Media will be one
• Rapidly advancing consistent, prominent force
Communication & Media
technologies are making in the Government’s arsenal,
available new information as it lets large bureaucracies
flow and public relations
opportunities never seen engage customers/citizens
before. 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

15. 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.

16. 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

17. SOCIAL MEDIA – A REVOLUTION
What st ar t ed w t h
i
H t ur ned i nt o:
as
A Evolution of How We Communicate

18. 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.

19. 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

20. 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.

21. SOCIAL MEDIA – GOVERNANCE PERSPECTIVE
Media Social Media
• Government at Center • Citizen at Center
• Defines the Space (Limited Flexibility) • Defines the Space (Unbounded Flexibility)
• Controls Transaction (Closed and Narrow) • Controls Transaction (Open Omni Directional)
• Creates Content (Passive) • Creates Content (Collaborative Co-Creation)
• Drives Interaction (Conventional Intelligence) • Drives Interaction (Crowd Intelligence)
• Unidirectional (Deliver Message) • Interactive (Create Conversation)
• One to Many (G2C or C2G) • Many to Many (G2C, C2C, C2G)
• Push / No Conversation • Pull + Push / Conversation
• Informative • Influencing (Involving)

22. 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!

23. SOCIAL MEDIA – MULTI ROLE & MULTI TASK
Access Citizen Services
Community Development
Welfare Programs Visibility
Influencing
(Counseling)
Social Cause Promotion Infotainment

24. 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

25. 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

26. SOCIAL MEDIA – THE ECOSYSTEM
Managem ent of di f f er ent i nf or m i on vi a di f f er ent onl i ne
at
pl at f or m r eachi ng out t o di f f er ent t ar get audi ence t hr ough
bui l di ng di f f er ent soci al net w ks and m nt ai ni ng
or ai
di f f er ent m t i -l at er al com uni cat i on.
ul m
•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

27. SOCIAL MEDIA - TYPES

28. 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

29. SOCIAL MEDIA - LANDSCAPE

30. 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)

31. SOCIAL MEDIA – LEADERS
Leading Social Networks by Country

32. 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

33. 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.

34. WIKIPEDIA - 3,200,000 ARTICLES
Wikipedia the most popular encyclopedia has more than 12 million users.
Wikipedia has been edited 40,000,000 times.

35. FLICKR - HAVE PHOTOS OF 400 ML PEOPLE
60% of people on earth has a photo in Flickr

36. 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

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

38. SOCIAL MEDIA – HIT AMONGST INTERNET USERS
82.9% 72.8% 63.2% 57.3% 54.8% 52.2% 45.2% 33.7%

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

40. 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?

41. SOCIAL MEDIA - STRATEGY
MEASUREMENT

42. CITIZENS TO AUDIENCE TO COMMUNITY
When content is social, it can be shared, trusted and build influence

43. SOCIAL MEDIA - ADOPTION CURVE
Collaboration
Relationships
Participation
Take Value → Add Value
Broadcast
Observation
Education 1-way → 2-way
Social Media Experience

44. 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

45. 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

46. 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 Workgroup or public collaboration for project
WIKIS brain in action, with everyone contributing their management, knowledge sharing, public feedback and domain
Wikipedia knowledge and expertise while evaluating or 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, other communication to
SHARING everyone to become audience as well as the audiences in real-time. How To videos to improve service and
YouTube broadcaster achieve mission.
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
of Efficient way of propagating official documents like
SHARING documents, spreadsheets, presentations, notes tariffs, forms, notifications. Effective in keeping records with
timelines.
Scribd by all.
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
blip.fm podcasting is that the user can do other task while updates, deliberations, messages. A great tool for sound bites
listening to podcast. (While driving, studying) and audio quotes from 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
WORLDS
nd
worldwide. A replication of activities of real life experience the amenities before hand at the same time provide vital
feedback for project improvement. Also can be used to simulate
2 Life in virtual environment. disasters pre hand providing viable lessons to students and citizens.

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

48. SOCIAL MEDIA – PUBLIC SECTOR TREND SETTERS
FBI

49. IS GOVERNMENT READY TO HAVE A CONVERSATION?

50. EVOLVE TO NEXT LEVEL

51. 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

52. THE ROAD AHEAD
Better
Access

53. 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.”

54. A RELATIONSHIP WHICH DELIVERS

55. 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

56. 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

57. 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

58. WITH YOU ALWAYS
DEFINE
REFINE IDENTIFY
SUPPORT COLLECT
IMPLEMENT UPDATE
RECOMMEND

59. WE ADDED VALUE TO ……

60. Extend Your Reach
+ 91 9898269489
hnybinsights
info@hnyb.in
60