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New Zealand: Case Studies - Government
TOURISM NEW ZEALAND
Go All The Way
About Go All The Way
Go All The Way is a new campaign introduced by Tourism New Zealand, a Crown Entity funded by the New Zealand government. The joint project with Backpacker Industry Organization NZBackpack.com targets on the international youth
and backpacker market by urging them to “Go All The Way”… to New Zealand. This is further stimulated by the challenge presented to the international target market: that no gap year is complete without making it all the way to New Zealand.
According to the International Visitor Survey, New Zealand welcomed 183,100 backpackers in the year to June 2009 and the backpackers made up 8% of all international arrivals. Despite during the recent economic crisis, the younger travelers are recognized as a resilient sector as they are not easily put off by the ticket prices and are determined to visit their travel destinations. With that, Tourism New Zealand focuses on encouraging their commitment to travel to New Zealand, especially those based in regions of United Kingdom and Europe.
Social Media Efforts
With strong recognition on the online behavior of the backpackers, who are also known to be the most web-savvy of all the tourism sectors, Tourism New Zealand runs the new campaign predominantly online and reaches out to the target market through its website, along with extensive social media platforms.
As quoted from Tourism New Zealand General Manager of Communications Cas Carter, “The website provides a forum for those who have experienced New Zealand to share their stories with those who haven't yet made it. The site also acts as a motivator, with visa information, travel deals and suggestions.”
The campaign’s main website (http://www.goalltheway.to/) hosts video clips of travelers who have visited New Zealand and “gone all the way”, with videos recording their adventures and activities. The videos are also synced to its Facebook Fan Page (http://www.facebook.com/goalltheway?v=wall) consisting of a fan base of 1,456 fans. In late 2009, Tourism New Zealand helped to kick start the site by giving out 50 video cameras to motivate ‘the creator group’ (i.e. The Social Technographics Ladder) among the youth travelers to capture their exhilarating moments in New Zealand. Moreover, the video with the highest number of votes get to win attractive prizes such as a return trip for two to New Zealand. This is in view that videos are a great form of word-of-mouth marketing and peer-to-peer recommendation for New Zealand as the ultimate backpacker destination on the internet.
Additionally, backpackers have always known to be social, collaborative and opinion sharing. Such behavior can be seen in the community forums and travel blogs such as tripadvisor.com and travellerspoint.com. The hostel common space could be actually be used a metaphor for Twitter – travelers sharing snippets of information and advice: “get cheaper beer at this club”; “check out this place in Auckland”; and so on.
That said, visitors are encouraged to ‘tweet’ about their New Zealand experiences on social networking website Twitter, with live ‘tweets’ fed through to the main website. @PureNewZealand (http://twitter.com/PureNewZealand/) is the official twitter page by Tourism New Zealand where travelers follow its tweets to gather more travel-related information on the kiwi island. Currently, it has a huge following of 8,960 people and the hash tag #goalltheway is being adopted for the campaign.
The Gap Year Challenge can be followed on:
Bebo: http://www.bebo.com/thegapyear
Facebook: http://www.facebook.com/thegapyear
Twitter: http://twitter.com/thegapyear
YouTube: http://www.youtube.com/thegapyear
MySpace: http://www.myspace.com/thegapyear
To steer greater success in its social media marketing efforts for Go All The Way Campaign, Tourism New Zealand also partnered with top UKL production company, Endemol to launch online reality television showThe Gap Year: Challenge New Zealand which follow the antics of a group of young travelers as they explore New Zealand. The online reality television show has been watched by a social media audience of more than 150,000 and has over 11,000 fans on its social media websites such as Bebo and Facebook.
The tremendous response from the social media audience is a result of their participation and direct involvement with the online reality television show. Being empowered with the voting ability to evict the show contestants based on the their judgment on the contestants' performance, the social media audience are motivated to follow up with the television show and even other social media platforms where they can get instantaneous updates on the contestants and other related information.
The number of fans, followers, discussion topics, reviews, comments, brand mentions and contest entry are just some initial indicators on the success of the campaign by measuring its reach and engagement. At the end of the day, the most realistic measurement of success for its social media marketing efforts would still be the comparison of statistics on the backpackers and youth travelers in New Zealand before and after campaign. On a side note, the 'Go All The Way' campaign is still ongoing with a series of both offline and online events and competitions lined up for the rest of the year.
References
Tourism New Zealand. (2009). Backpackers Buzz About 'Going All The Way'. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/news-and-features/news/backpackers-buzz-about-'going-all-the-way'
Tourism New Zealand. (2009). Backpacking on Social Media. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/news-and-features/guest-editorials/backpacking-on-social-media
Tourism New Zealand. (2009). Backpackers to 'Go All The Way'. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/media/releases/backpackers-to-'go-all-the-way'
Tourism New Zealand. (2009). Second Phase of Backpacker Campaign Kicks Off. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/news-and-features/news/second-phase-of-backpacker-campaign-kicks-off
____________________________________________________________________________
NZ POLICE
NZ Police Allowing Public to Review and Write Laws
New Zealanders have been given the chance to write their own laws, with a new online tool launched by police.
The "wiki" will allow the public to suggest the wording of a new police act, as part of a government review of the current law, written in 1958. Police say they hope to gain a range of views from the public on the new law before presenting it to parliament. The wiki, one of the first of its kind in the world, is open to any internet user, police say.
'Wiki sandbox'
The wiki is the latest round of public consultation in the 18-month review of the 50-year-old law. The officer in charge of the review, Supt Hamish McCardle, described the site as "similar to a whiteboard" and said it was open to anyone who wanted to have their say on the new law. It even includes a "wiki sandbox" that lets nervous newcomers practise their posting. The final document will be given to a parliamentary committee in 2008 to be considered with other information gathered during the review period. "Launching a wiki version of a statute is a novel move, but one we hope will yield a range of views from people interested in having a direct say on the shape of a new Policing Act," Supt McCardle said. "You see a lot of government sites worldwide allowing for various feedback mechanisms... but in terms of bringing this to the public in the form of writing laws, that's obviously a different thing entirely and something that we certainly haven't seen yet"
Aaron Smith - from the US-based Pew Internet Project, which studies the evolution of internet uses - told the BBC News website that the wiki was a new frontier in online government. He said any possible corrupting of the process should be reduced by the "self-policing" nature of wikis. "It would certainly be difficult for people to put in bogus information... without people recognising that fact and the community of users correcting that before the finished product is completed," he said.
____________________________________________________________________________
NZ MINISTRY OF COMMUNICATIONS AND INFORMATION TECHNOLOGY
Communications and Information Technology Minister David Cunliffe is requesting for all New Zealanders to write in their opinions on the Draft Digital Strategy 2.0 which has been released for public comment.
The Draft Digital Strategy 2.0 is about bringing New Zealand into its digital future. The Minister feels that to achieve digital potential as a nation, they will need to think differently and collectively about the kinds of outcomes possible from their use of digital technology, and agree on priorities that will bring the right conditions for businesses, communities and individuals to realise the benefits from the use of technology.
“This draft strategy is a work in progress that provides a valuable platform for getting feedback on the path to our shared digital future from business, Maori, the community and voluntary sector, and the research and local government sectors. Digital technologies are rapidly changing every aspect of our lives. The world itself has altered with the advent of new digital technologies.
It’s now timely to reassess the Digital Strategy’s goals and priorities, consider new developments, and focus on tasks that address the challenges of our new fully interactive digital environment,” said Mr Cunliffe.
“The 2005 Strategy focused on three key enablers - connection, confidence, and content. The Draft Strategy includes a new fourth enabler, collaboration. The feedback gained during the consultation process will assist us to determine how all four ‘Cs’ can contribute to New Zealand achieving its digital potential and transforming our economy and society.
The Digital Future Summit 2.0 in November last year challenged us to think harder about getting the full social, environmental and economic value from ICT. This draft Strategy therefore drives harder to define the productivity, community and sustainability outcomes enabled by ICT. New Zealanders now have four weeks to have their say before a final report is delivered later this year,” said Mr Cunliffe further.
The public review on the Draft Digital Strategy 2.0 was open from 14 April to 5.00pm 12 May 2008, and the page included opportunities for feedback via new tools, such as a wiki and online dialogue boxes.
____________________________________________________________________________
NZLIVE.COM - MINISTRY OF CULTURE & HERITAGE
‘Lively’ is the blog of NZLive.com: New Zealand Culture Online.It's for everyone involved in New Zealand’s cultural sector, whether the reason is work or play. Topics will include new initiatives in the sector, marketing, technology, cultural research and updates on the NZLive.com project.
NZLive.com is about connecting you with New Zealand culture - art, performance, music, books, film, festivals, heritage, sport, recreation and more.The site provides information on New Zealand’s many events and activities and the people and organisations that are making them happen, as well as explore a wealth of cultural content. It brings together information from many different websites, making it easier for the reader to find. There are also links to available online services for the purchase of tickets to cultural and sports events and for other products and services.
_____________________________________________________________________________
IGOVT
NZ’s Identity Verification Service
I find it hard to believe the UN ranking New Zealand 10 spots below Australia (18th and 8th respectively) in their e-government readiness rankings.
New Zealand are doing some of the most innovate work in the world in e-government, just look at the Police Act wiki. The latest challenge taken on by NZ is their All-of-government Authentication Programme. The Identity Verification Service (IVS) is a federated identity system that citizens can use to interact with all government agencies on the web.
While there are people concerned about the privacy issues, a single identity makes data matching easier. I will assume that the current safeguards about data matching will cover any new system and that the only data that will be available to agencies is the identity and possibly contact details (address, phone number, email etc.).
The advantages to both government agencies and individuals are considerable. An individual will only have to prove their identity to one government agency to be able to interact will all government agencies online, without having to prove your identity and all that entails to each agency. For government agencies there will be some work to modify existing system to deal with the new identity system. But all future systems, will only have to deal with a single system, with the development (including costs) spread over a large number of agencies. The big plus is that the agencies will not have to create and authorise identities for all their customers, as process will be shared across all agencies.
_______________________________________________________________________________________________
Go All The Way
About Go All The Way
Go All The Way is a new campaign introduced by Tourism New Zealand, a Crown Entity funded by the New Zealand government. The joint project with Backpacker Industry Organization NZBackpack.com targets on the international youth
and backpacker market by urging them to “Go All The Way”… to New Zealand. This is further stimulated by the challenge presented to the international target market: that no gap year is complete without making it all the way to New Zealand.
According to the International Visitor Survey, New Zealand welcomed 183,100 backpackers in the year to June 2009 and the backpackers made up 8% of all international arrivals. Despite during the recent economic crisis, the younger travelers are recognized as a resilient sector as they are not easily put off by the ticket prices and are determined to visit their travel destinations. With that, Tourism New Zealand focuses on encouraging their commitment to travel to New Zealand, especially those based in regions of United Kingdom and Europe.
Social Media Efforts
With strong recognition on the online behavior of the backpackers, who are also known to be the most web-savvy of all the tourism sectors, Tourism New Zealand runs the new campaign predominantly online and reaches out to the target market through its website, along with extensive social media platforms.
As quoted from Tourism New Zealand General Manager of Communications Cas Carter, “The website provides a forum for those who have experienced New Zealand to share their stories with those who haven't yet made it. The site also acts as a motivator, with visa information, travel deals and suggestions.”
The campaign’s main website (http://www.goalltheway.to/) hosts video clips of travelers who have visited New Zealand and “gone all the way”, with videos recording their adventures and activities. The videos are also synced to its Facebook Fan Page (http://www.facebook.com/goalltheway?v=wall) consisting of a fan base of 1,456 fans. In late 2009, Tourism New Zealand helped to kick start the site by giving out 50 video cameras to motivate ‘the creator group’ (i.e. The Social Technographics Ladder) among the youth travelers to capture their exhilarating moments in New Zealand. Moreover, the video with the highest number of votes get to win attractive prizes such as a return trip for two to New Zealand. This is in view that videos are a great form of word-of-mouth marketing and peer-to-peer recommendation for New Zealand as the ultimate backpacker destination on the internet.
Titled 100% Perfectly New Zealand,
the video by Drew has been voted as
the winner of the 'Go All The Way' video competition.
the video by Drew has been voted as
the winner of the 'Go All The Way' video competition.
Additionally, backpackers have always known to be social, collaborative and opinion sharing. Such behavior can be seen in the community forums and travel blogs such as tripadvisor.com and travellerspoint.com. The hostel common space could be actually be used a metaphor for Twitter – travelers sharing snippets of information and advice: “get cheaper beer at this club”; “check out this place in Auckland”; and so on.
That said, visitors are encouraged to ‘tweet’ about their New Zealand experiences on social networking website Twitter, with live ‘tweets’ fed through to the main website. @PureNewZealand (http://twitter.com/PureNewZealand/) is the official twitter page by Tourism New Zealand where travelers follow its tweets to gather more travel-related information on the kiwi island. Currently, it has a huge following of 8,960 people and the hash tag #goalltheway is being adopted for the campaign.
The Gap Year Challenge can be followed on:
Bebo: http://www.bebo.com/thegapyear
Facebook: http://www.facebook.com/thegapyear
Twitter: http://twitter.com/thegapyear
YouTube: http://www.youtube.com/thegapyear
MySpace: http://www.myspace.com/thegapyear
To steer greater success in its social media marketing efforts for Go All The Way Campaign, Tourism New Zealand also partnered with top UKL production company, Endemol to launch online reality television showThe Gap Year: Challenge New Zealand which follow the antics of a group of young travelers as they explore New Zealand. The online reality television show has been watched by a social media audience of more than 150,000 and has over 11,000 fans on its social media websites such as Bebo and Facebook.
The Gap Year | Episode 20 - The Winner Is...
A short video extracted from the final episode of The Gap Year: Challenge New Zealand.
A short video extracted from the final episode of The Gap Year: Challenge New Zealand.
The tremendous response from the social media audience is a result of their participation and direct involvement with the online reality television show. Being empowered with the voting ability to evict the show contestants based on the their judgment on the contestants' performance, the social media audience are motivated to follow up with the television show and even other social media platforms where they can get instantaneous updates on the contestants and other related information.
The number of fans, followers, discussion topics, reviews, comments, brand mentions and contest entry are just some initial indicators on the success of the campaign by measuring its reach and engagement. At the end of the day, the most realistic measurement of success for its social media marketing efforts would still be the comparison of statistics on the backpackers and youth travelers in New Zealand before and after campaign. On a side note, the 'Go All The Way' campaign is still ongoing with a series of both offline and online events and competitions lined up for the rest of the year.
References
Tourism New Zealand. (2009). Backpackers Buzz About 'Going All The Way'. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/news-and-features/news/backpackers-buzz-about-'going-all-the-way'
Tourism New Zealand. (2009). Backpacking on Social Media. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/news-and-features/guest-editorials/backpacking-on-social-media
Tourism New Zealand. (2009). Backpackers to 'Go All The Way'. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/media/releases/backpackers-to-'go-all-the-way'
Tourism New Zealand. (2009). Second Phase of Backpacker Campaign Kicks Off. Retrieved on March 18, 2010, from http://www.tourismnewzealand.com/news-and-features/news/second-phase-of-backpacker-campaign-kicks-off
____________________________________________________________________________
NZ POLICE
NZ Police Allowing Public to Review and Write Laws
New Zealanders have been given the chance to write their own laws, with a new online tool launched by police.
The "wiki" will allow the public to suggest the wording of a new police act, as part of a government review of the current law, written in 1958. Police say they hope to gain a range of views from the public on the new law before presenting it to parliament. The wiki, one of the first of its kind in the world, is open to any internet user, police say.
'Wiki sandbox'
The wiki is the latest round of public consultation in the 18-month review of the 50-year-old law. The officer in charge of the review, Supt Hamish McCardle, described the site as "similar to a whiteboard" and said it was open to anyone who wanted to have their say on the new law. It even includes a "wiki sandbox" that lets nervous newcomers practise their posting. The final document will be given to a parliamentary committee in 2008 to be considered with other information gathered during the review period. "Launching a wiki version of a statute is a novel move, but one we hope will yield a range of views from people interested in having a direct say on the shape of a new Policing Act," Supt McCardle said. "You see a lot of government sites worldwide allowing for various feedback mechanisms... but in terms of bringing this to the public in the form of writing laws, that's obviously a different thing entirely and something that we certainly haven't seen yet"
Aaron Smith - from the US-based Pew Internet Project, which studies the evolution of internet uses - told the BBC News website that the wiki was a new frontier in online government. He said any possible corrupting of the process should be reduced by the "self-policing" nature of wikis. "It would certainly be difficult for people to put in bogus information... without people recognising that fact and the community of users correcting that before the finished product is completed," he said.
____________________________________________________________________________
NZ MINISTRY OF COMMUNICATIONS AND INFORMATION TECHNOLOGY
Communications and Information Technology Minister David Cunliffe is requesting for all New Zealanders to write in their opinions on the Draft Digital Strategy 2.0 which has been released for public comment.
The Draft Digital Strategy 2.0 is about bringing New Zealand into its digital future. The Minister feels that to achieve digital potential as a nation, they will need to think differently and collectively about the kinds of outcomes possible from their use of digital technology, and agree on priorities that will bring the right conditions for businesses, communities and individuals to realise the benefits from the use of technology.
“This draft strategy is a work in progress that provides a valuable platform for getting feedback on the path to our shared digital future from business, Maori, the community and voluntary sector, and the research and local government sectors. Digital technologies are rapidly changing every aspect of our lives. The world itself has altered with the advent of new digital technologies.
It’s now timely to reassess the Digital Strategy’s goals and priorities, consider new developments, and focus on tasks that address the challenges of our new fully interactive digital environment,” said Mr Cunliffe.
“The 2005 Strategy focused on three key enablers - connection, confidence, and content. The Draft Strategy includes a new fourth enabler, collaboration. The feedback gained during the consultation process will assist us to determine how all four ‘Cs’ can contribute to New Zealand achieving its digital potential and transforming our economy and society.
The Digital Future Summit 2.0 in November last year challenged us to think harder about getting the full social, environmental and economic value from ICT. This draft Strategy therefore drives harder to define the productivity, community and sustainability outcomes enabled by ICT. New Zealanders now have four weeks to have their say before a final report is delivered later this year,” said Mr Cunliffe further.
The public review on the Draft Digital Strategy 2.0 was open from 14 April to 5.00pm 12 May 2008, and the page included opportunities for feedback via new tools, such as a wiki and online dialogue boxes.
____________________________________________________________________________
NZLIVE.COM - MINISTRY OF CULTURE & HERITAGE
‘Lively’ is the blog of NZLive.com: New Zealand Culture Online.It's for everyone involved in New Zealand’s cultural sector, whether the reason is work or play. Topics will include new initiatives in the sector, marketing, technology, cultural research and updates on the NZLive.com project.
_____________________________________________________________________________
IGOVT
NZ’s Identity Verification Service
I find it hard to believe the UN ranking New Zealand 10 spots below Australia (18th and 8th respectively) in their e-government readiness rankings.
New Zealand are doing some of the most innovate work in the world in e-government, just look at the Police Act wiki. The latest challenge taken on by NZ is their All-of-government Authentication Programme. The Identity Verification Service (IVS) is a federated identity system that citizens can use to interact with all government agencies on the web.
While there are people concerned about the privacy issues, a single identity makes data matching easier. I will assume that the current safeguards about data matching will cover any new system and that the only data that will be available to agencies is the identity and possibly contact details (address, phone number, email etc.).
The advantages to both government agencies and individuals are considerable. An individual will only have to prove their identity to one government agency to be able to interact will all government agencies online, without having to prove your identity and all that entails to each agency. For government agencies there will be some work to modify existing system to deal with the new identity system. But all future systems, will only have to deal with a single system, with the development (including costs) spread over a large number of agencies. The big plus is that the agencies will not have to create and authorise identities for all their customers, as process will be shared across all agencies.
_______________________________________________________________________________________________
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Latest page update: made by leongseekfong
, Mar 24 2010, 6:25 AM EDT
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