8th Training seminar of the OLAF Anti-Fraud Communicators Network (OAFCN), 12 – 14 October Nicosia, Cyprus

Hammerschmid

Austria in CyberspaceGetting the government‘s message

across

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Development

• 1998 – online communication starts• Writing team set up• Content defined and structured• Services gradually expanded• Switch to editorial system• Relaunched 3 times, 1 corporate design

makeover

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1998

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2003

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03/2005

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01.07.2008

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How the new media are organised

• Outside world -> Internet• In-house -> portal (Intranet)• Writers are specialists in their field and

given extra training in a Content Management System (CMS)

• Standard software (RedDot) on a workflow basis (writer>editor>managing editor)

• Further training (e.g. writing workshop)• Regular editorial meetings

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Strategy

• One platform for outside world, one for in-house

• Ground rule: “one face to the customer“• Tightly organised writing team • Managing editor ensures compliance with

style guide and writing guidelines• Training provided for writing staff• Internal and external coordination in

developing new media (e.g.: photo database)

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Tools, e-Government, services, feedback

Tools, e-Government• “FinanzOnline” – paying taxes with a click of the mouse• “Findok” – the Ministry’s legal and technical information system• Tax assessment programs

Services• Press (press releases and photo database)• Downloadable forms (W3C-AAA)• Downloadable publications (e.g. tax guide alone downloaded 120 000 times in

September 2008)• Job exchange• Newsletter• FAQ• Glossary• Sign-language videos for those with hearing difficulties

Feedback• Query database• Hotlines (customer service, FinanzOnline, tax ombudsman services, Customs

Competence Centre)

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Applications

• Wikipedia-style platform for sharing knowledge among staff

• Press review (press cuttings service from the Austrian Press Agency)

• News from the Ministry• ESS - employee self services (time management,

calculation of expenses)• e-Learning (e.g. for ESS-SAP, ELAK=electronic files)• Testing of videoconferencing software (similar to Skype) • Protected areas for management• Central applications (access via user profile) • Electronic staff card = access to buildings and rooms,

access to IT, has “citizen’s card function” (digital signature)

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Web 1.0, 2.0 or 3.0?

What are Web1.0, 2.0 and 3.0?• ”Web 1.0 was commerce, Web 2.0 is people” (Ross

Mayfield, CEO of Social Text)• Web 1.0 – people as consumers• Web 2.0 – architecture of participation; people as

producers determining what is communicated• Web 3.0 = Web2.0 +“semantic web” (context with

metadata)Opportunities:• Web as a source of inspiration and innovationRisks:• Loss of control over communication, tension between

authorities and the public -> mandatory provision of legal information as opposed to informal communication

• Mixture of “political” and “official” (legal) content• Social networks are built up – addressing target groups

becomes more complex

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Social networks - mechanisms

• Democratisation of media content is akin to commercialisation

• A growing number of participants means:-> satisfying individual needs-> from segmentation to individualisation-> from levelling-out to trivialisation• McQuail paradox 2002 “The future of mass

communication is either socially fragmenting or unifying”

• “Swarm intelligence”: mass and quality of content is determined using collaborative filters and rankings

• Even non-profit organisations such as the Federal Finance Ministry are subject to this market mechanism!

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Issues raised:

• What communication strategy does the Ministry pursue?

• Who are our readers and how do we address them?

• Which topics and content are suitable for delivery by Web2.0 technologies?

• Have we already reached this point as a non-profit organisation?

• How do we want to organise it all?• Do we have the right staff for it?

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Thank you for your attention!