Stop waiting for the messiah and do it yourself

While there's many organisations now actively beginning to experiment with social media channels and tools, just as many - if not more - are still cautious about even putting a toe in the water.

"It's not right for us", they say, "our audience isn't online" or "doesn't want to engage with us" or "we don't understand the risks" or "we're not ready yet" or "we're waiting for a critical need".

I'd like to say to all of these organisations - stop waiting for the messiah and do it yourself.

As has been shown through research, humans often make decisions first and justify their actions later - which means that most of these so-called reasons for not engaging online are justifications, not evidence.

How do you know whether a new tool will work for you if you don't experiment and pilot? How will you build the expertise you may need when there is a critical need for you to use these channels?

We've seen this behaviour in industries like retail, where a major retailer, Harvey Norman, is now pulling back from use of the internet because it didn't meet their projections on revenue. How did they work out those projections without experimenting online? Why did they not meet the projections and how will pulling back increase their success?

Given the internet has been a valid sales channel for fifteen or more years and some of the largest retailers in the world, such as Amazon, have built themselves online, how could any organisation in retail claim that online isn't viable, or delay entering the market - at least in an experimental way - for over ten years?

If you're not yet engaging actively online via social media just stop waiting for the messiah - that person or reason that makes it 'compelling' for you.

The compelling reasons are that 95% of Australians are online, that other businesses are building their expertise online, that online is the second biggest media today in Australia.

Online no-one cares that you're not there - but they are talking about you - truth and otherwise.

You wouldn't wait until an emergency occurred before building your emergency management systems. You wouldn't wait until you were in court before preparing your defence.

Organisations have case studies to learn from, examples of good practice and a range of resources and tools available to experiment with online, which allow you to learn the ropes without leaving you hanging.

If you're not building your experience now then how do you expect to build it in the future? Do you think your business will be able to afford the talent needed to leapfrog a ten-year or more advantage from your competitors, rivals and detractors?

Is delay really worth the risk?

Read full post...

View summary...

Note to self - make your organisation name long enough and people cannot criticise you on Twitter

The growth in the length of government agency names has amused me for several years.

These days it seems as though every function of an agency needs to be listed in its full name,so that the community remember what they are responsible for - and then be embodied in a meaningless acronym, perhaps to ensure that the community forget again.

We appear to no longer be creating agencies with short names such as 'Centrelink' or Medicare'. Names that are short, sharp, snappy, focused and easy to remember.

Instead government appears to like names such as:

• Department of Broadband, Communications and the Digital Economy (a relatively short 63 characters)
• Department of Regional Australia, Local Government, Arts and Sport (67 characters)
• Australian Institute of Aboriginal and Torres Strait Islander Studies  (69 characters)
• Australian Bureau of Agricultural and Resource Economics and Sciences (69 characters)
• Department of Families, Housing, Community Services and Indigenous Affairs (72 characters),
• Department of Sustainability, Environment, Water, Population and Communities (76 characters)
• Department of Industry, Innovation, Science, Research and Tertiary Education (76 characters)
• Comcare, the Safety, Rehabilitation and Compensation Commission, and the Seafarers' Safety, Rehabilitation and Compensation Authority (a whopping 133 characters!)

I have thought of one reason why the names have grown so long.

They are too hard to tweet with a criticism.

(Unfortunately they are also too hard to tweet with a compliment as well!)

Can anyone else suggest long agency names at Commonwealth or state/territory level in Australia, or maybe overseas?

What is the longest government agency name in the country? It might be worth a Guiness Book of Records bid!

Read full post...

View summary...

Who is your Marketing or Communications CIO?

I was struck by a comment from Dan Hoban (@dwhoban) at GovCamp Queensland on Saturday, which resonated with me, and with others in the audience, that organisations now need a CIO (Chief Information Officer) in their marketing or communications teams.

This is a person who understands the technologies we use to communicate with customers, clients, citizens and stakeholders and can provide sound advice and expertise in a manner that traditional ICT teams cannot.

The role of this person is to understand the business goals and recommend approaches and technologies - particularly online - which are a best fit. Then it may be this person and their team, or an ICT team, who build and deliver the solutions needed.

When Dan named this role I realised it fit absolutely the role I had been performing in government for my five years in the public service, and for a number of years prior in the corporate sector.

Where ICT teams were focused largely on reactive management of large critical ICT systems - the SAPs, payment frameworks and secure networks - it has long been left to Online Communications, or similar teams or individuals in other parts of the organisation, to proactively introduce and manage the small and agile tools communicators use in public engagement.

No organisation I've worked in or spoken to has ICT manage their Facebook page, Twitter account, GovSpace blog or YouTube channel. Few ICT teams are equipped to cost-effectively and rapidly deliver a focused forum, blog, mobile app or data visualisation tool. They don't recruit these skills or, necessarily, have experience in the right platforms and services.

When Communications teams seek advice on the online channels and technological tools they should use they ask ICT, but frequently are told that ICT doesn't understand these systems (even when individuals within ICT might be highly skilled with them), doesn't have the time or resources to commit in the timeframes required (due to the need to focus on critical systems), doesn't have the design skills or that it would take months (sometimes years) to research and provide an effective opinion - plus it will cost a bomb.

So Communications teams, who have their own deliverables, have no choice but to recruit their own social media and online communications smarts.

It is this person, or team's role, to understand Communication needs, make rapid and sound recommendations of channels and tools, design the systems and the interfaces, integrate the technologies (or manage the contractors who do) to deliver relevant and fast solutions on a budget.

So perhaps it is time to recognise these people for what they actually are for an organisation - a Marketing or Communications CIO.

I expect ICT teams will hate this. Information has long been their domain even though their focus is often on technology systems and they do not always understand the information or communication that feeds across these systems - the reason these systems actually exist.

Perhaps it is time for them need to rethink their role, or let go of the agile online and mobile spaces and focus on the big ticket systems and networks - remain the heart, but not always the adrenal glands or, indeed, the brains, of an organisation's ICT solutions.

Read full post...

View summary...

GovCamp Queensland 2012 liveblog

I am in Brisbane all day today at GovCamp Queensland with roughly 200 Queensland public servants and will be liveblogging the event as far as possible, plus capturing the twitter feed for the day (which uses #GovCampQld).

Follow all the excitement below.

Read full post...

View summary...

Look for the Australian premier screening of Twittamentary at GovCamp QLD

A few weeks ago I became aware of a very interesting documentary project, Twittamentary, a movie that  explores the intersection and interplay of peoples' lives on Twitter.

Directed by Singaporean filmmaker and Tweeter, Tan Siok Siok, the documentary takes a grass roots approach, looking at how Twitter has connected, affected and influenced individuals across America.

Twittamentary touches on social policy, privacy, trust and collaboration - themes that should resonate with government policy makers. It demonstrates the diverse range of uses that Twitter and, by extension, many other social networks can be put to to support and empower citizens and communities.

The documentary was itself created in a 'social' way, with social media stories submitted and voted on via Twitter, social media and the Twittamentary web site. The production team were sourced via Twitter and other social networks and the final narrative was developed using the concept of 'beta screenings'.

This involved a series of discrete 'tweetup' screenings organised via social media to get feedback on the latest rough cut of the documentary. Viewers could interact in real-time with the Director, the cast (all real people) and each other via Twitter during the screening.  Feedback from each of these beta screenings was used to help evolve a new iteration for the next beta screening, resulting in the final documentary after 15 iterations.

Twittamentary has already screened in the US, UK, China, Malaysia and Singapore, has received positive media reviews and has been submitted to a number of international film festivals.

Now, with the permission of the documentary's producers, I'm pleased to announce that Twittamentary will premier in Australia at GovCamp Queensland on Saturday 3rd March, following with a screening at BarCamp Canberra on Saturday 17th March.

If you're attending either of these events, look for the Twittamentary room. The screening takes about an hour and is totally free - though you are invited to donate toward the production and streaming costs of Twittamentary (as it was produced .

Note this isn't simply a passive experience, though there's a lot to enjoy and learn from simply sitting back and watching Twittamentary.

If you're on Twitter, the Director and Producers of the documentary ask that you tweet about it using the hashtag #twittamentary during the screening. Your tweets will become part of the permanent record for Twittamentary, part of the evolving experience of the movie.

To learn more visit the Twittamentary website or watch the teaser video below.

Read full post...

View summary...