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As a law-maker, governments are often more attuned to making the laws and being in the position of controlling and defining the terms of engagement with communities.
Agencies and departments often consult external stakeholders, but on their own terms - choosing the place, the medium and the scope of discussions.
There's good reasons for this, an organism - or organisation - that is in control of its environment feels safer and can manage the depth and cost of engagements.
However, when engaging with existing communities online, government agencies need to be aware that they do not control the ground rules, and must respect and follow the rules of the community to be respected and accepted in return.
This means being able and willing to have authentic conversations, steering clear of defensive behaviour, using clear and simple language, listening actively and not shying away from difficult conversations.
Fortunately there are no shortage of guides for working with communities online as companies often have as much difficulty in engaging as do government agencies.
One such guide was posted recently at the Aussie Bloggers Blog, It's just like a party, providing 13 tips for effective engagement in online forums.
It provides a useful framework for public engagement in the medium.
Tuesday, September 02, 2008
Government must follow the rules when engaging communities online | Tweet |
Monday, September 01, 2008
Online collaboration article from Step Two | Tweet |
Cairo Walker of Step Two Designs has written an excellent article on collaboration, looking at the use of digital tools and approaches to facilitating adoption within organisations.
Entitled Collaboration: leading by example, the article includes a case study on the World Wildlife Fund detailing how a not-for-profit organisation can productively implement collaboration tools that meet the needs of staff.
How Internet Explorer 8 beta performs - new features to add to toolkit | Tweet |
I installed the public beta of Microsoft's Internet Explorer 8 on my personal laptop last week to look at how well my agency's sites were reflected in the browser, and to get more of a feel for the new features it adds to the mix.
I'm pleased to say that just about all the sites I looked at using the browser performed well, with only a few minor issues with form field lengths and div handling.
The browser has certainly played catch-up, taking on all of the great features I am already using in Firefox 3 (such as the smart address bar), making them available to a broader audience who have not tried other browsers before.
A couple of new features may also provide benefits to organisations innovative enough to use them. I'll be feeding some ideas back into my agency to see where we can get to, as below.
Web Slices
This features is a way for websites with frequently updating content to enable users to subscribe to be notified when content changes.
The user benefit is that they do not have to scan through their favourite sites regularly to see whether anything has changed, they can get on with higher priority activities and allow a visible notification in their web browser to let them know when content on a favourite site has been updated.
It works well for news items, stock quotes and other frequently updating content, providing a soft in-browser alternative to RSS feeds (which remain underutilised by the broader online community).
Time will tell how popular this function becomes, but as a way to push market website content, rather than relying on people coming back, it may be beneficial to organisations who have a need to distribute information rather than passively wait and hope their audience returns.
Accelerators
Accelerators are tools to allow users to right click on website content and access specific functionality from third-party online providers. For instance, right-click an address and choose to view it in Google maps, or right-click on text and translate the language using another website.
This adds to current right-click functionality that supports functions from local applications, extending the user's operating system onto the web.
Organisations can add specific functionality, such as legal definitions, purchase information or who to contact for more information.
I would be particularly interested in functionality that can be added on a site-specific basis, such as providing links and definitions from the Child Support Act when on the CSA website, and from Centrelink legislation when on the Centrelink website, however this may not be supported in Internet Explorer 8 - though there might be ways around this.
Use the right online metrics for the job | Tweet |
One of my mantras in professional life is 'you can't manage what you don't measure'.
Therefore it always worries me when I encounter organisations or individuals with a less than firm grasp on how to measure the success or failure of their online properties.
Depending on the type of web property, different metrics are most important for regular tracking and I believe it's the responsibility of top managers to understand the online metrics they use - just as they need to understand business ratios or balance sheets.
After more than twelve years of trial and error, below are the metrics I most and least prefer to use to track different types of online media.
What are the best metrics to use?
Standard websites
Visits
This tracks the total number of visits by users to a website over a period of time (month, week, day). This can include the same unique visitor returning to the site multiple times - which is the same way calls are commonly tracked for call centres.
Visits gives you an overall view of website traffic and, when divided by Unique visitors, provides a measure of 'stickiness' - how often people return to your site.
Note that for an unauthenticated site, a visitor is essentially an IP address, a computer. As multiple people can use a single PC, or a single person can use multiple PCs and it also may track search spiders and other bots, visits doesn't provide a perfect measure of human traffic but it's sufficiently good for trend analysis over time.
In addition, caching by ISPs or organisations can also influence visits - reports based on AOL from a few years ago indicate that visits reports may under report website traffic by as much as 30 percent due to caching - though this is less important today.
In comparison 'readership' is a much looser metric, but is often held in high regard in the print trade.
Unique visitors
Unique visitors tracks the individual IP addresses used to visit a website and as such provides a rough count of the number of actual users of a site, no matter how many times they visit.
This equates to 'reach' for a site - with growth in unique visitors indicating more people are coming to a website.
This is affected by the same IP versus human issue as visits, however is again still far more accurate than 'readership' figures provided by the press or 'viewer' figures provided by TV and radio - which are based on a sample rather than a population (as unique visitors is).
Pageviews
Pageviews are a more specific measure of the views of specific pages within a website, and is most useful for tactical website tracking, allowing the identification of high and low traffic pages and the impact of different navigational or promotional approaches.
Looking at pageviews also provides a psychological view of your audience's top interests - allowing you to quickly prioritise content to be expanded and which can be downplayed.
Pageviews is becoming less important as technology cocktails such as AJAX are more widely used to load part of a page's content automatically or in response to user actions. In these cases a single pageview may not track what the user views in the page.
Authenticated website (transactional services)
Active users
Active users tracks the actual use by authenticated users (real humans) in a time period.
This is the best measure of an authenticated site's success as it tells you how well you've encouraged ongoing use of a website, rather than simply how good a job you've done at getting people to sign up.
Many authenticated sites prefer to talk about Registered users as this is a much larger number, however if a user has registered but never returns, your organisation gains no value from it.
A low ratio of active users to registered users can indicate site problems, and should prompt website managers to ask the question why don't people come back?
Transaction funnels
Transaction funnels track the completion of transactions step-by-step in a service - and isn't necessarily only for authenticated sites.
This provides a website manager with tactical insights into any issues in a transactional process (or workflow), allowing them to diagnose which steps have the greatest abandonment rate and redevelop the process to improve completion.
Generally improving transaction funnels results in more transactions and more active users, which means greater utilisation of the service.
Multimedia (video/audio/flash)
Views
For any type of rich media, the number of views of the media is critical in determining success. However it has to be weighted against the Duration of views to determine if users spent long enough viewing in order to take away the message, or just viewed the first few seconds.
Duration of views
The duration of media views is a more granular measure of the effectiveness of the presentation - tracking whether the media actually communicated its message to users.
Looking at the average duration viewed, compared to the actual duration of the media (where such exists) provides a very strong effectiveness measure.
Shares
One of the keys with the success of media content is how much it is shared with others online - the word of mouth factor. For media with a 'refer to a friend' tool, tracking the use of this will provide a strong indication of how positively users view the material, and therefore how viral it will become. Media that is rarely shared is probably not getting the message across in a memorable way, whereas highly shared material is correspondingly highly memorable - at least for a short time.
Documents (pdf/rtf/docs)
Views
Often 'downloads' is used to track documents. Personally I prefer views as there are some technical issues with tracking downloads of files such as PDFs. In effect the two measures should be identically, but as PDFs, and sometimes other documents, download by segment, they can significantly overreport downloads (which becomes almost as useless as 'hits'), whereas views is a more accurate measure.
There are ways to fix this within reporting systems - which I've largely done in my Agency's system - however this is not possible in all systems.
Social media
Activity by user
Like authenticated sites, the goal of social media is to encourage participation - whether it be forum posts/replies, wiki edits or social network updates/messages.
Each of these represents activity - which may need to be tweaked by the type of social media.
The more activity by users, the more engaged they are with the site and the greater the prospects of longevity.
Views
The other useful measure is views, measuring the passive involvement of users with a social media site. Not all users will actively post, however if they return regularly to view, they are still engaged to some extent with the site.
Commonly the breakdown between active and passive participants is divided as 1/9/90 (Very active/active sometimes/passive observer), however in practice this varies by medium and community.
While that 90 percent doesn't add to the content of the site, they are vital for the other ten percent to participate.
Search
Top searches
Search is also an important area of sites, with the top searches providing another insight into what people want from your site - or what is not easily findable in other navigation.
Tracking this over time provides another perspective on the psychology of your website users. It helps you understand their terminology for navigational purposes and can help prioritise the content you should modify or add to in the site.
Zero results
Any search terms which result in zero results in your site should be looked into as a high priority.
Generally this reflects areas where your website lacks content or uses the wrong context or different language to the audience.
What are the wrong metrics?
Hits
Probably the least useful metric of all time, Hits is still the best known measurement for websites, despite having no practical business uses.
Hits measures the number of files called from a web server, with each separate file accounting for a single 'hit' (on the server).
On the surface this doesn't sound so bad - however webpages consist of multiple files, with the base page, style sheets, graphics and any database calls or text includes each accounting for a separate hit.
A webpage might consist of a single file, or it might consist of 20 or more - meaning that there is no clear relationships between hits and actual page views or user visits to a website.
To increase the number of hits to a website it simply requires the website owner to place more file calls in the page - potentially calling extremely small (1 pixel square) images, therefore hits can be easily manipulated with no effect on the actual number of website users.
So while hits figures are frequently impressive, even for small websites they can easily reach millions each month, they don't provide any useful business information whatsoever.
Sunday, August 31, 2008
Gershon review submitted to federal government | Tweet |
On Friday (29 August) Peter Gershon submitted his review on the status of the $16 billion Australian Government technology budget to the Federal Government for consideration, as reported in a number of places, including this Australian article, Gershon submits govt ICT review.
The Australian article reports that,Sir Peter said his recommendations involve a major program of both administrative reform and cultural change within the Australian Public Service.
I'm eagerly awaiting a look at the recommendations of this review, with my particular interest being in ensuring that the online channel continues to be a lower-cost delivery medium for government information and services, used flexibly to ensure citizens receive the most effective, as well as the most efficient, outcomes.
"With sustained leadership and drive at Ministerial and top official levels, and by providing the enablers of change with the necessary resources, not only in funding terms, but also skills of the right calibre, the Australian Government through implementing these recommendations can drive significant improvements in its use of ICT.
"I am confident that the recommended actions and proposed changes can be successfully implemented over the next two to three years, and will deliver substantial benefits to the Australian Government," Sir Peter said.
As a relative newcomer to the public sector one of my largest challenges has been dealing with how ICT is managed in government in terms of culture, structure and accountability. It is very different to my personal experience working with and managing IT teams in private enterprise.
There are specific laws and standards which are mandatory for government, but do not hold as much force in the private sector - such as around accessibility and security. There are also different drivers when the profit motive is removed.
The largest difference I've noticed has been in the level of application of technology for governance structures that in the private sector are more commonly managed through contracts and professional relationships, making them more adaptable, lower cost and placing business systems under business control.
Judging from the positive outcomes in the UK after Sir Gershon's 2004 Independent Review of Public Sector Efficiency report, I hope that in Australia we move forward with his requirements in order to unlock more of the potential of ICT to be a forward-looking and innovative facilitator in the Australian government's relationships with citizens.
