1. 8th Training seminar of the OLAF Anti-Fraud Communicators Network (OAFCN), 12 – 14 October Nicosia, Cyprus Hammerschmid Austria in Cyberspace Getting the government‘s message across

2. 2 Development 1998 – online communication starts Writing team set up Content defined and structured Services gradually expanded Switch to editorial system Relaunched 3 times, 1 corporate design makeover

3. 3 1998

4. 4 2003

5. 5 03/2005

6. 6 01.07.2008

7. 7 How the new media are organised Outside world -> Internet In-house -> portal (Intranet) Writers are specialists in their field and given extra training in a Content Management System (CMS) Standard software (RedDot) on a workflow basis (writer>editor>managing editor) Further training (e.g. writing workshop) Regular editorial meetings

8. 8 Strategy One platform for outside world, one for in- house Ground rule: “one face to the customer“ Tightly organised writing team Managing editor ensures compliance with style guide and writing guidelines Training provided for writing staff Internal and external coordination in developing new media (e.g.: photo database)

9. 9 Tools, e-Government, services, feedback Tools, e-Government “FinanzOnline” – paying taxes with a click of the mouse “Findok” – the Ministry’s legal and technical information system Tax assessment programs Services Press (press releases and photo database) Downloadable forms (W3C-AAA) Downloadable publications (e.g. tax guide alone downloaded 120 000 times in September 2008) Job exchange Newsletter FAQ Glossary Sign-language videos for those with hearing difficulties Feedback Query database Hotlines (customer service, FinanzOnline, tax ombudsman services, Customs Competence Centre)

10. 10 Applications Wikipedia-style platform for sharing knowledge among staff Press review (press cuttings service from the Austrian Press Agency) News from the Ministry ESS - employee self services (time management, calculation of expenses) e-Learning (e.g. for ESS-SAP, ELAK=electronic files) Testing of videoconferencing software (similar to Skype) Protected areas for management Central applications (access via user profile) Electronic staff card = access to buildings and rooms, access to IT, has “citizen’s card function” (digital signature)

11. 11 Web 1.0, 2.0 or 3.0? What are Web1.0, 2.0 and 3.0? ”Web 1.0 was commerce, Web 2.0 is people” (Ross Mayfield, CEO of Social Text) Web 1.0 – people as consumers Web 2.0 – architecture of participation; people as producers determining what is communicated Web 3.0 = Web2.0 +“semantic web” (context with metadata) Opportunities: Web as a source of inspiration and innovation Risks: Loss of control over communication, tension between authorities and the public -> mandatory provision of legal information as opposed to informal communication Mixture of “political” and “official” (legal) content Social networks are built up – addressing target groups becomes more complex

12. 12 Social networks - mechanisms Democratisation of media content is akin to commercialisation A growing number of participants means: -> satisfying individual needs -> from segmentation to individualisation -> from levelling-out to trivialisation McQuail paradox 2002 “The future of mass communication is either socially fragmenting or unifying” “Swarm intelligence”: mass and quality of content is determined using collaborative filters and rankings Even non-profit organisations such as the Federal Finance Ministry are subject to this market mechanism!

13. 13 Issues raised: What communication strategy does the Ministry pursue? Who are our readers and how do we address them? Which topics and content are suitable for delivery by Web2.0 technologies? Have we already reached this point as a non- profit organisation? How do we want to organise it all? Do we have the right staff for it?

14. 14 Thank you for your attention!