Exploring open communications under Government 2.0 –
Governments around the world are wrestling with digital communications, and what it means to be more transparent and open. These are not virtues most people attribute to government. The changes to embrace more open communications are taking place, albeit slowly in some government portfolios. For management this means changing internal perceptions and processes before they even reach the public.
For those working in, or with, the Australian Government there is a lot of talk about ‘Government 2.0’. In 2009 a taskforce was formed to look at the ways in which web 2.0 technologies can become a channel to deliver and drive a new level of communication.
A key statement from the report captures the intent of Government 2.0:
“It is about new technology. A new approach to organising and governing. Drawing people in closer with a more collaborative relationship with their government.”
From a brand perspective it is going to be important to see web 2.0 technologies as a tool, rather than letting it drive communications. Knowing your key messages and audiences must come before using the shiny new technology.
Rise of mobile
Our target markets are increasingly consuming information on their mobile devices. In the last five years we have all seen the huge shift of computer power moving from the desktop to our pockets. The 2012 Nielsen Australia Online Consumer report shows a 13% increase in smartphone use to 64%, and 39% ownership for tablets.
Spike in evening consumption
Evening consumption of information has also changed according to a recent Yahoo/Ipsos report – with table computer use now outpacing PC/laptop use between 6pm and midnight. Given that tablets have only gathered popularity in the past two years, this massive shift in media consumption has an impact on all marketing and communication professionals.
Four insights, four opportunities
Both governments and citizens worldwide are finding new and interesting ways to work together. There are four insights from Government 2.0 initiatives that we can tap into: transparency, curation, crowd-sourcing and gaming.
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