Forest reporting on Web 2.0: A conversation, not a lecture! Simon - - PowerPoint PPT Presentation

Forest reporting on Web 2.0:

A conversation, not a lecture! Simon Bridge

Natural Resources Canada –Canadian Forest Service

Forest C&I Analytical Framework and Report Workshop Finnish Forest Research Institute May 19-21, 2008 Joensuu, Finland

May 19-21, 2008 C&I Report Workshop, Finland

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Canada’s C&I report widely distributed

Products 2005 report (print, pdf, HTML) Key trends and conditions booklet Distribution and Announcement Mailed report to ~700 readers Mailed booklet to ~4000 readers Provinces distributed within their jurisdictions Announced via e-distribution lists, blogs, Digg.com, Linked from Montreal Process web site, Wikipedia

May 19-21, 2008 C&I Report Workshop, Finland

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But the report is not widely used

Preliminary feedback suggests that readers like the

• verall content, but have difficulty using the information:

Report is not clearly targeted at key audiences – hence low awareness of utility of C&I Too hard to find the information they are looking for Want access to source data to perform their own analysis Information not up to date – reporting too infrequent Too many indicators –confusing Lack of benchmarks - No integrated assessment Similar info is more easily accessible from other government and NGO reports Too many reporting requirements – eats up resources

May 19-21, 2008 C&I Report Workshop, Finland

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Reporting must change to be relevant

Improve utility and delivery of C&I info by engaging readers and understanding their needs Increase accessibility to information by readers by using simple, interactive and highly adaptable or tailored reporting formats Reduce reporting burden by improving linkages to other reporting mechanisms (produce once – use many times) Encourage stakeholder participation in SFM debate – a conversation, not a lecture from government Adapting to an evolving WWW may be part of the solution

May 19-21, 2008 C&I Report Workshop, Finland

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Current C&I web use: “Post & browse”

May 19-21, 2008 C&I Report Workshop, Finland

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But hard to find, hence not browsed!

C & I ?

May 19-21, 2008 C&I Report Workshop, Finland

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Web 2.0 users are much more sophisticated

Post and browse collaborative co-creation Info silos sources of content and functionality

May 19-21, 2008 C&I Report Workshop, Finland

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Examples of Web 2.0

Blogs – Don’t publish, participate! Tagging, folksonomy Social networking

May 19-21, 2008 C&I Report Workshop, Finland

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WEB 1.0 Webshots Britannica CNN Consumer Reports Evite Mapquest Monster WEB 2.0 Flickr Wikipedia Blogger Epinions Upcoming Google Maps Craiglist

Defined reader experience & published info for people to observe Created platforms for readers to co-create their

• wn services, communities

and experiences

May 19-21, 2008 C&I Report Workshop, Finland

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What can we learn from Web 2.0 sites?

• 1. Shift thinking – the web is a platform to provide a

service, not a document archive

• 2. Provide unique data sources that get richer as more

people use them

• 3. Readers want control – make it easy to

remix/mashup/hack data

• 4. Harness collective intelligence
• 5. Trust readers as co-developers (perpetual beta web

site)

• 6. Plan for multiple devices

May 19-21, 2008 C&I Report Workshop, Finland

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Shift Thinking – provide a service, not a

document archive

If the service is to provide info on SFM, then you need to think about how to increase the use of your info by readers.

1. More visitors to your site 2. Your info used on other sites

# of web sites # of Visitors

• well designed site
• easy to find
• easy to use
• useful info
• easy to share and

manipulate data

May 19-21, 2008 C&I Report Workshop, Finland

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Provide unique data sources that get richer as more people use them

Readers add value/content Harder for others to compete using same base data More visitors because of rich experience

Examples:

• Barnes and Noble vs.

Amazon.com

• Mapquest vs. Google Maps

May 19-21, 2008 C&I Report Workshop, Finland

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Provide unique data sources that get richer as more people use them

Incorporate ancillary data sources E.g. Background material Links to most popular indicators Links to other sites

May 19-21, 2008 C&I Report Workshop, Finland

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Readers want control – make it easy to

hack data

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Harness collective intelligence

We, the media – Readers decide what’s important Make it easy to blog, digg, tag, or send info to a friend Alert readers to new information with news syndication

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Trust readers as co-developers

Allow readers to co-create content Add functionality to web site all the time – perpetual beta Include tracking metrics to see if new functions are working

May 19-21, 2008 C&I Report Workshop, Finland

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Plan for multiple devices

Desktop computers Blackberries Cell phones

May 19-21, 2008 C&I Report Workshop, Finland

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Common Barriers to overcome

Organizational culture (process vs. outcome) Multilingual requirements Proprietary software contracts Fear of giving up control Fear of failure Proving return on investment

May 19-21, 2008 C&I Report Workshop, Finland

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Examples of reports that are adapting

Quebec (http://www.mrnf.gouv.qc.ca/publications/enligne/forets/criteres-indicateurs/accueil.asp) British Columbia (http://www.for.gov.bc.ca/hfp/sof/)

May 19-21, 2008 C&I Report Workshop, Finland

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Concluding Remarks

Media execs on “threat” posed by the Internet Give readers access to raw content as a means of providing greater transparency and accountability; Provide tools and become a platform for reader generated rather than firm generated content; Redesign all content to be a conversation, rather than a monologue; Treat advertising as content too; Use new distribution forms, including peer-to-peer networks; Adapt content forms and schedules to reader demands.