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
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 2 May 19-21, 2008 C&I Report Workshop, Finland
But the report is not widely used � Preliminary feedback suggests that readers like the overall 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 3 May 19-21, 2008 C&I Report Workshop, Finland
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 4 May 19-21, 2008 C&I Report Workshop, Finland
Current C&I web use: “Post & browse” 5 C&I Report Workshop, Finland May 19-21, 2008
But hard to find, hence not browsed! 6 ? I C&I Report Workshop, Finland & C May 19-21, 2008
Web 2.0 users are much more sophisticated � Post and browse � collaborative co-creation � Info silos � sources of content and functionality 7 May 19-21, 2008 C&I Report Workshop, Finland
Examples of Web 2.0 � Blogs – Don’t publish, participate! � Tagging, folksonomy � Social networking 8 May 19-21, 2008 C&I Report Workshop, Finland
WEB 1.0 WEB 2.0 Webshots Flickr Britannica Wikipedia CNN Blogger Consumer Reports Epinions Evite Upcoming Mapquest Google Maps Monster Craiglist Created platforms for Defined reader experience readers to co-create their & published info for people own services, communities to observe 9 and experiences May 19-21, 2008 C&I Report Workshop, Finland
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 10 May 19-21, 2008 C&I Report Workshop, Finland
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 • well designed site • easy to find # of Visitors • easy to use • useful info • easy to share and manipulate data 11 # of web sites May 19-21, 2008 C&I Report Workshop, Finland
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 12 May 19-21, 2008 C&I Report Workshop, Finland
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 13 May 19-21, 2008 C&I Report Workshop, Finland
Readers want control – make it easy to hack data 14 May 19-21, 2008 C&I Report Workshop, Finland
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 15 May 19-21, 2008 C&I Report Workshop, Finland
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 16 May 19-21, 2008 C&I Report Workshop, Finland
Plan for multiple devices � Desktop computers � Blackberries � Cell phones 17 May 19-21, 2008 C&I Report Workshop, Finland
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 18 May 19-21, 2008 C&I Report Workshop, Finland
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/) 19 May 19-21, 2008 C&I Report Workshop, Finland
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. 20 May 19-21, 2008 C&I Report Workshop, Finland
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