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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 WorkshopFinnish Forest Research InstituteMay 19-21, 2008Joensuu, Finland
May 19-21, 2008 C&I Report Workshop, Finland
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Canada’s C&I report widely distributedProducts
2005 report (print, pdf, HTML)Key trends and conditions booklet
Distribution and AnnouncementMailed report to ~700 readersMailed booklet to ~4000 readersProvinces distributed within their jurisdictionsAnnounced via e-distribution lists, blogs, Digg.com,Linked from Montreal Process web site, Wikipedia
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But the report is not widely usedPreliminary 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 forWant access to source data to perform their own analysisInformation not up to date – reporting too infrequentToo many indicators –confusingLack of benchmarks - No integrated assessmentSimilar info is more easily accessible from other government and NGO reportsToo many reporting requirements – eats up resources
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Reporting must change to be relevantImprove utility and delivery of C&I info by engaging readers and understanding their needsIncrease accessibility to information by readers by using simple, interactive and highly adaptable or tailored reporting formatsReduce 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
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Current C&I web use: “Post & browse”
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But hard to find, hence not browsed!
C&I?
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Web 2.0 users are much more sophisticated
Post and browse collaborative co-creationInfo silos sources of content and functionality
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Examples of Web 2.0Blogs – Don’t publish, participate!Tagging, folksonomy
Social networking
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WEB 1.0WebshotsBritannicaCNNConsumer ReportsEviteMapquestMonster
WEB 2.0FlickrWikipediaBloggerEpinionsUpcomingGoogle MapsCraiglist
Defined reader experience & published info for people to observe
Created platforms for readers to co-create their own services, communities and experiences
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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 archive2. Provide unique data sources that get richer as more
people use them3. Readers want control – make it easy to
remix/mashup/hack data4. Harness collective intelligence5. Trust readers as co-developers (perpetual beta web
site)6. Plan for multiple devices
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Shift Thinking – provide a service, not a document archiveIf 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 site2. Your info used on other sites
# of web sites
# of
Vis
itors
• well designed site• easy to find• easy to use
• useful info• easy to share and manipulate data
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Provide unique data sources that get richer as more people use them
Readers add value/contentHarder for others to compete using same base dataMore visitors because of rich experience
Examples:Barnes and Noble vs. Amazon.comMapquest vs. Google Maps
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Provide unique data sources that get richer as more people use themIncorporate ancillary data
sourcesE.g.
Background materialLinks to most popular indicators Links to other sites
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Readers want control – make it easy to hack data
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Harness collective intelligenceWe, the media – Readers decide what’s importantMake 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-developersAllow readers to co-create contentAdd functionality to web site all the time –perpetual betaInclude tracking metrics to see if new functions are working
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Plan for multiple devicesDesktop computersBlackberriesCell phones
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Common Barriers to overcomeOrganizational culture (process vs. outcome)Multilingual requirementsProprietary software contractsFear of giving up controlFear of failureProving return on investment
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Examples of reports that are adaptingQuebec (http://www.mrnf.gouv.qc.ca/publications/enligne/forets/criteres-indicateurs/accueil.asp)
British Columbia (http://www.for.gov.bc.ca/hfp/sof/)
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Concluding RemarksMedia 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.
