©2010 Luca Buccoliero 1 Marketing Department V4C Lab Bocconi University Local Government strategies for.

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Presentation transcript:

©2010 Luca Buccoliero 1 Marketing Department V4C Lab Bocconi University Local Government strategies for Citizen Empowerment

©2010 Luca Buccoliero 2 Marketing Department V4C Lab Bocconi University Objectives l Understand and measure citizen web empowerment in Local Governments Portals l Develop a first index for benchmarking -Citizen Web Empowerment Index (CWEI)

©2010 Luca Buccoliero 3 Marketing Department V4C Lab Bocconi University The index is based on the following variables E-information »List of city politicians, »City Government structure displayed online »Policies and procedures (any) available online »Contact details (of any municipality official) available online »The budget is online »Legislation is online (availability of legislation online) Tools 2.0 »Blogs on municipality website »Web forums / on-line bulletin boards on municipality website »Online newsletter on municipality website »Social networking: Facebook on municipality website »Social networking: Flickr/You Tube on municipality website »Social networking: Twitter on municipality website »One-stop shop portal for citizens to interact with the municipality »Mobile services

©2010 Luca Buccoliero 4 Marketing Department V4C Lab Bocconi University The index is based on the following variables (2) E-consultation »Internet petitions »Reputation systems »The Mayor has his own website »The Mayor website has a contact address or feedback form »The Mayor website responds to user requests »Elected officials have their own website »Elected officials (aside from the Mayor) have a contact address on his website »Elected officials (aside from the Mayor) website respond to user requests. E-Decision Making Process »Evidence to show that the municipality considers the opinions of citizens in decision making processes (eg: e-voting system, online polls) »Evidence to show that the municipality informs its citizens on what decisions it has arrived based on consultations (eg: publication of online polls/e-survey results and subsequent action taken)

©2010 Luca Buccoliero 5 Marketing Department V4C Lab Bocconi University 42 web portals of MCE members Research period: march-may 2010 Analysis and rating of sites was based on two fundamental criteria: »Immediacy in traceability; »Systematic (as opposed to sporadic) presence of the information.

©2010 Luca Buccoliero 6 Marketing Department V4C Lab Bocconi University The results Average CWEI in considered websites: 37,8/100 »Average CWEI e-information: 74/100 »Average CWEI tools 2.0: 23,21/100 »Average CWEI e-consultation: 32,4/100 »Average CWEI e-decision making process: 8,3/100 TOP FIVE »Trikala »Hamburg »Wien »Venice »Tel Aviv

©2010 Luca Buccoliero 7 Marketing Department V4C Lab Bocconi University Main conclusions of the survey l Substantial immaturity of web strategies Still focused on organizational responsibilities Not focused on the demand of citizens empowerment; l Need to assume a role of active partner for citizens l Low penetration of 2.0 tools and strategies very limited diffusion of mobile applications l Correlation of CWEI and public and free wi-fi availability in the top five cities

©2010 Luca Buccoliero 8 Marketing Department V4C Lab Bocconi University For more information