Transcript digital diplomacy strategy

Using the web more imaginatively
different visions
What do we mean
by using the web?
We mean that we can use the
web to solve problems.
Specifically, we can use the
web to work more fluidly with
those outside the FCO to
tackle complex foreign policy
problems.
In other words, digital
diplomacy is not about
making fancier websites, or
opening virtual embassies in
Second Life. It is about using
the web to find and collate
the information we need;
share it with those outside;
and then work collaboratively
with small groups of
stakeholders who can help us
implement actionable policy
recommendations.
‘One-stop-shop’ for
customers on
country websites
Foreign
policy site
Authoritative
contributions on
other sites
Relevant
external
forum
Post website
Post website
Post website
Better
interactive
content on FCO
website
• think that using the web is
about creating better
content on our website, and
allowing the public to ‘have
their say’ on it;
• want to use the web to
intuitively sift information
relevant to their policy area;
• see digital diplomacy as
creating one-stop-shop
websites for all our
transactions with the public;
Key external
stakeholder
External
stakeholder
External
stakeholder
How should we approach
digital diplomacy? There are
those who:
Productive online
collaboration with
stakeholders
More intuitive
sifting of
information
• want our web strategy to
be about getting onto other
web sites and forums –
where our policy audience is;
• believe that digital
diplomacy is about the FCO
collaborating with a select
group of outside stakeholders
on our own web forums.
In practice, digital diplomacy
is all of these things.
digital diplomacy using the web to solve foreign policy problems
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Alternative strategies for Digital Diplomacy
we
were
here in
2007
Outcomes
digital
diplomacy
Description of
type of digital
diplomacy
strategy
Examples
we want
to be
here in
2010
we are
here in
2008
Our stakeholders
collaborate with us online
to create and deliver
more innovative policy
outcomes, as well as
coordinating action
Global public get
- and share –
multimedia info
Public get all info
they need and a
better perception
of FCO
Stakeholders use
FCO web presence
to coordinate their
action in support
of FCO objectives
Static info
booths
Multimedia
info booths
Interactive
info booths
Coordination
network
FCO websites
provide static
information for
(mainly) the
British public;
topical info
kept updated
All FCO website
content is up-todate, easy to
share, includes
multimedia, and
is aimed at
multiple global
audiences
All FCO websites
also allow online
public comment
and suggestions
throughout,
moderated by
FCO comms
officers. But FCO
policy process
untouched
FCO uses its own
websites – and
gets involved in
the websites of
other foreign
policy stakeholders
– to coordinate
action. As a result
we increase the
impact of our
existing activity
FCO collaborates online
with stakeholders at
every stage in the
policy cycle. We
complement traditional
forms of engagement by
using the web to work
with those outside
London to better analyse
situations; devise and
implement more
innovative policy options;
and then evaluate what
we have done together
Old FCO and
post websites
FCO main site;
No10’s website
Canada’s e-policy
discussions
NGO campaign
websites
No-one has tried to do
this, yet
Public get
basic info
Collaboration
hub
Our strategy is to use the web digital
to deliver
better foreign
policy
change
way problems
the public perceives the foreign office
diplomacy
using the
webnot
to just
solve
foreignthe
policy
2
Using the web at every stage in the Policy cycle
1. Analyse: Find out what
others are doing in a way that
doesn’t clog up your email
inbox. See page 4 for a case
study.
1. Analyse
4.
Review
4. Review policy: Using the web is
cheap. Try out policy ideas and delivery
mechanisms quickly to see what works
best. And change it very quickly if it
doesn’t. See page 7 for a case study.
2. Make policy: Consult selected
stakeholders to test ideas and get new
ones. Consult while our thinking is still
work-in-progress, without the hassle of
setting up frequent meetings (although
there is no substitute for face-to-face
meetings to complement online
engagement). See page 5 for a case
study
The
policy
cycle
2.
Make
3. Deliver
digital diplomacy using the web to solve foreign policy problems
3. Deliver policy: Use the FCO
web platform, and get involved in
other organisations’ websites, to
coordinate our campaigns with
what others are doing. See page 6
for a case study.
3
What can using the Web give us that email cannot?
we want
to be
here in
2010
we are
here in
2008
We use email in our policy work in London
3. Deliver policy. Our face-to-face meetings with
stakeholders are more focused. We have used the web to
keep everyone updated, and have asked certain stakeholders
to collaborate online with us on policy ideas. Therefore those
stakeholders can already see how to align their own work
before we have a face-to-face meeting with them to discuss
how best to coordinate delivery.
Review
4. Review policy: What is policy evaluation?
2. Make policy. We uncover new policy ideas to put to
ministers because we invite comment on work-in-progress
from stakeholders outside of government. Those invited can
comment on what others are saying online (no strings of
unrelated emails). Our policy recommendations are better
considered too because our stakeholders comment early,
without the hassle of us having to arrange frequent meetings.
Deliver
3. Deliver policy: Nothing useful comes out of
‘stakeholder meetings’ for us, but we think our
stakeholders appreciate being updated on what we are going
to do.
1. Analyse. We know what all our relevant stakeholders
are doing, and our analysis is better, because we receive
their RSS updates. And our blog search tool tells us what they
think about FCO policy. Over time we subscribe only to
updates that are useful. Our email load is therefore less.
Make
2. Make policy: Most of the time we submit one practical
option to Ministers, and then keep what we are doing to
ourselves: it’s sensitive, after all. Our communications strategy
– if any - kicks in once the policy is decided.
Analyse
1. Analyse: We know what our usual stakeholders are
doing in our policy area because every now and again they
come to London to update us; at other times they send us
emails.
We collaborate with our stakeholders online
4. Review policy. We can use the web to track the impact
of our policy and collaborate quickly on new ideas online
with those who want to work with us.
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We can use web tools to research policy options
1. Analyse
Case Study Conflict
You need to present policy options on how to take forward a
specific part of Responsibility to Protect (R2P). Your iGoogle
dashboard (right) has kept you updated on the latest thinking on
conflict intervention over the past few months. It has taken a
while to filter the many feeds down to those you now subscribe
to. But you now have easy access to an automated record of all
the relevant news releases, blogs and forums from the UN,
International Crisis Group, Stabilisation Unit and the NGOs you
have found that are doing interesting work.
Tool iGoogle
iGoogle is your Google homepage, but with added
functions. It will be accessible from F3G. On one
page you can see the latest news and blog posts
from any organisation or individual you subscribe
to. You don’t need to go to their websites (or wait
for an email). It will even give you the time in
New York, London and New Delhi. It takes 10min
to set up (ask eMedia Team) and saves you
flicking between websites each morning.
And your online policy forum – involving trusted stakeholders both
inside and outside Government with whom you have frequent
contact - has uploaded relevant documents onto your section on
the FCO website. You try to meet them every quarter to discuss
how you can collaborate better, and then follow up online without
the email strings.
All the information, and a range of new ideas, is already there.
You need to use your judgement to assess what to focus on, and
put it together in a coherent form for ministers.
What we can do research sites digital
that are
commenting
onthe
ourweb
work,
and sign
up topolicy
their problems
blogs and newsfeeds
diplomacy
using
to solve
foreign
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We can work with others virtually to make policy
Case Study Institutions UN Reform
Tool Wikis
The FCO needs a new approach to how we can
increase the pool of credible candidates going for
important UN leadership positions. Ministers want
better coordination x-HMG; deeper engagement with
non-Govt stakeholders; and they want innovative
ideas from those the FCO doesn’t usually consult.
You have already updated your web content on the
FCO site, and this has generated some useful
feedback. But you now need to focus the comments.
You ask your HMG colleagues, Posts, and most trusted
stakeholders to collaborate on drafting a shared
leadership reform strategy, using an online wiki (see
left). And you set up a online forum (see right) on the
FCO site – positioned by think pieces you and your
stakeholders contribute; with links to alternative views.
You ask some specific questions, and ask for opinions.
Within a month you have a shared strategy across
government; a clear idea of where other countries
stand, at least in public; and some innovative, albeit
contrasting, ideas about how to take policy forward.
2.
Make
A wiki is a document stored online that
can be edited simultaneously by all
those who have access to it (think
shared area, but without lock outs). All
the info is kept in one place, and
updated in real time. Wikis eliminate
cascades of email; takes away the risk of
people working on multiple versions of
track-change documents; and facilitates
involvement of those outside the FCO.
Wikis come into their own when
managing crises. A well known free wiki
is google docs.
Tool Forums
Online policy forums are
time-bound, and set up in
order to solve a specific
problem. They contain
discussion threads,
relevant documents, and
shared working spaces.
They are open only to
those stakeholders you
want to work with. Chose
stakeholders to invite who
have an interest in the
solution, and a particular
expertise to contribute.
Pubic discussion forums
about a general issue
never achieve anything.
Their only value is PR.
What we can do update your web content to include work-in-progress. Set up online forums for each new policy project.
digital diplomacy
using
the web to solve foreign policy problems
Seek comments so that our submissions
reflect new
thinking
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The web enables us to partner to deliver policy
Case Study Low Carbon, High Growth Economy
India is hosting a global conference on climate change and the UK is
going to be well represented. The FCO is coordinating HMG’s
involvement. You have been asked to build public momentum behind
the UK’s ideas for progress. You have already engaged most of the big
NGOs, and partners x-HMG during the policy making stage. Most are
keen to deliver a common agenda.
The FCO has the resources and facilitation skills to coordinate the
campaigning across dozens of websites, and on-and offline
communities. You do this by positioning the FCO website as the hub
and a repository for everyone’s work. You work with eMedia Team to
ensure that the information is accessible – it needs to be used by
partners for their own campaigns. And you have a x-HMG team
updating the website so that the media, OGDs, other governments, and
non-Govt actors can all visit the FCO website for strategic guidance for
their own complementary campaigns.
Tool Partner sites
If we deliver policy with others we multiply our impact.
Traditionally we delivered policy jointly with other
governments. But now we are delivering policy jointly with
NGOs, individuals, and faith groups. Many of them are
online – particularly those organisations who campaign.
We can’t expect them to come to us. We need to go to
their own sites, and the networking sites where they have
a presence.
We can consider partnering with any site, assuming the
reputational risk is manageable. We should consider both
subject specific sites (eg Greenpeace) and
networking/portal sites (eg You Tube/bbc.co.uk).
You coordinate public action by setting up a real-time unclassified wiki,
hosted on the FCO site, but password protected to avoid casual
sabotage. And your daily campaign blog prompts new ideas from
stakeholders inside and outside the UK, which satisfies Ministers’ need
for ‘real’ consultation with the public, even on complex issues. The
sharing of resources enables fewer turf battles, and easier
teamworking. It’s not necessary to be in the office to do a full day’s
work. In fact, most of the work in the last week was done on a laptop
in New Delhi’s airport.
3. Deliver
What we can do Which sites
woulddiplomacy
make good
partners?
Form
virtualforeign
groupspolicy
to allow
deeper discussion of policy ideas
digital
using
the web
to solve
problems
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The web helps us review policy fast
Case Study Counter Terrorism
We need to counter the messages from Al Qaida (AQ). We
need to keep challenging our assumptions about why people
become radicalised. We need to provide alternative views to
cast doubt in the minds of those who see radicalisation as the
only way.
4.
Review
Those who might be radicalised are unlikely to visit the FCO
website. We need to test our messages on other websites (like
Al Jazeera, below); in Arabic, Urdu, and Farsi; and in real time.
We can do this by using native speakers to blog on sites that
influence those who might support the radicalisation agenda.
We can put forward UK policy, and feedback the responses to
those who are setting our counter-radicalisation policy. Instead
of poring over long drafts we can test language in real time,
and quickly discover which arguments carry more weight.
Tool Blogging
A Blog is an online diary. It is public, and
encourages comments (usually moderated).
Some blogs have a very wide readership.
The Cabinet Office is about to publish a
Code of Conduct on civil servants and
blogging. They will encourage civil servants
to comment on relevant blogsites as long as
the have permission from their Head of
Department and say who they are
representing. Where possible civil servants
should use their own names.
The FCO’s own blogging platform has an
excellent reputation. Email eMedia Team if
you want to blog.
What we can do Set up our own blog to seek ideas on a specific part of your work (don’t do a general diary; it’s boring)
digital diplomacy using the web to solve foreign policy problems
Comment on relevant non-FCO blogs and forums (ask Head of Group first), linking to our own work online.
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Digital Diplomacy in practice
So, in practice?
How much extra work?
The single most effective way of
using the web to do our work
better is to set up our policy
projects on FCO-owned web
forums. Invite stakeholders inside and outside the office - to
contribute to refining objectives;
upload relevant information
together in one place; and then
work on a policy solution
together using online
collaborative working tools such
as discussion threads and wikis.
Using the web can save us time and
effort. But it won’t save us time
unless we change the way we work.
Much of our work could benefit
from this, with classified
information being taken into
account offline and during the
time of submission.
1. set up online forums to manage
who is doing what, rather than
sending (and ploughing through)
strings of unconnected emails.
2. involve non-FCO experts early in
the policy process, so we can decide
together who does what, rather than
trying to persuade them to support
us after we have decided what to do.
3. share our unclassified information
on our (and others’) websites, rather
than locking it up in Firecrest or on
FCOnet.
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