http://consilium.europa.eu/web4gov

1. Innovating online public
communication in Italy
Copertina
From social media
to social meaningfulness
Brussels, February 16 2012
Daria Santucci, Communications Expert

2. Outline
Ente/natura e missione
1. Framework Italy and the internet
2. Case study Torino Chamber of Commerce
3. Challenges Social meaningfulness
4. Guidelines Next Gov 4 Web

3. 1. Framework
Italy and the Internet
Personal media in the digital era
Mediaterranean diet
At least once a week
TV 97.4
Radio 80,2
Written € press 47.8 -7%
Internet 53.1 +6% (2009-2011)
Only audiovisual 28.6 not concerned < digital divide
Audiovisual + Internet 17 45.6 by written press > press divide

4. 1. Framework
Italy and the Internet
Domestic users
35.8 mln
people access Internet
+6.9% 2010 +55.4% mobile
1/3
of online time spent on
Usage (in%) social networks and blogs
Finding places 37,9
Listening to music 26,5
Booking a trip 18,0
Administrative tasks 9,7
88%
of youngsters is on Facebook
Booking a medical visit 3,9 […]

5. 1. Framework
Italy and the Internet
Public administration
PA official
30% accounts on
> information
social media < consultation
(on +247 public bodies)
Mainly news,
few interactions
Mainly one-way communication.
Few interactions, comments not allowed.
Often duplicating websites content.
Comments allowed, interaction not fully exploited

6. 2. Case Study
Torino Chamber of Commerce
Torino Chamber of commerce
At a glance
Ente/natura e missione
Public institution
Representing 238,000 companies
Mission
1. providing administrative
services to entrepreneurs
2. monitoring market fairness
3. promoting local economy

7. 2. Case Study
Torino Chamber of Commerce
Promoting the territory
Ente/natura e missione
Networking Social media
Internet to reach our
is our culture for pilot-projects
target audience
1.Services provision
1. The Chambers of 2.Information
1.Entrepreneurs
Commerce’s system 3.Promotion
2.Associations
2. Local institutions
3.Professional orders
4.Consumers/Citizens Promotional budget
Connected since the ’80s +290% in 10y

8. 2. Case Study
Torino Chamber of Commerce
Social media strategy
Ente/natura e missione
Ne
w
ve
on rsio 2450+ followers
Ma n to
rc be
h
1, lau
20 nc
12 he Yes! Smiles 2011
d
> 80,000 visualisations
So what’s next?

9. 3.Challenges
Social meaningfulness
Learning from experience
In a community: 1 participant out of 100 is an active user,
1, 9, 90
9 are occasional. Big numbers required.
Few shared Need for more shared guidelines by governments.
practices Specialised professionals required.
Social networks have specific rules for interaction.
Rules
Public bodies need to adapt.

10. 3.Challenges
Social meaningfulness
Working for the common good
Forget the framework
Be untrustworthy open
Underestimate reputation
Be there “’coz everybody does”
Being there
Forget users are content-providers
the right way
Invest in quality of services
Focus on mission and budget
Promote sensitive innovations
Create positive relations with target audiences
Consider failures as opportunities for improvement

11. 4. Guidelines
Next Gov 4 Web
Generating change
Learn
Create a core group of experts.
Train the whole organisation,
from officers to management.
Explore
Benchmark.
Promote seminars with skilled
professionals (i.e. on cloud computing).

12. 4. Guidelines
Next Gov 4 Web
Generating change
Monitor
Constantly verify the online reputation.
Don’t cheat on you:
others won’t be that indulgent.
Avoid fake official profiles.
Plan
Define goals and strategies (i.e.
Multiannual plan on Transparency).
Choose the most suitable initiatives.

13. 4. Guidelines
Next Gov 4 Web
Generating change
Evaluate
Gauge the effectiveness of your online presence.
Measure the tangible outcome of online activities.
Share
Facilitate exchange in&out the organisation.
Promote civic accountability.
Experience openness.

14. Thank you!
@dariasantucci
d.santucci@to.camcom.it