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Smart Government 2011 - David Egan - VicRoads
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Smart Government 2011 - David Egan - VicRoads

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A copy of my presentation to the Smart Government 2011 event. www.terrapinn.com/smartgov …

A copy of my presentation to the Smart Government 2011 event. www.terrapinn.com/smartgov

The presentation was not on the provided USB. The focus was on VicRoads use of mobile and social media platforms to deliver content and information on demand.

At the time of presenting, VicRoads are experiencing a rapid growth in access to our website from mobiles - 12% of all page views.

Published in: Business, Technology

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  • Thank you and on behalf of the Corporate Communications Team at VicRoads, thanks for the opportunity to come along today and talk about some of the things VicRoads has been up to in the digital and Social Media space. Whilst I will speak a little today about where we are at on our journey, today is about Underpinning the journey we have been on at VicRoads in the last couple of years is a passion to understand what Victorian’s need. Today I am going to share with you a little of the challenge for a Government Roads Authority to pursue a digital communications strategy. It has required a great deal of effort in order to influence a change, it has meant trialing some different channels and it has not been without it’s challenges.
  • Just in case you are not familiar with what it is we actually do, our core areas of focus are in the main part, Roads, Registration and Licensing and Safety. VicRoads purpose is to deliver social, economic and environmental benefits to communities throughout Victoria by managing the Victorian arterial road network and its use as an integral part of the overall transport system. VicRoads supports Victoria’s liveability and economic prosperity by planning, developing and managing the arterial road network and delivering registration and licensing services.  Our key role is to help provide Victorians with safe and easy connections to the people and places that matter most to them. This includes connecting people to social activities and workplaces as well as connecting goods to domestic and international marketplaces. VicRoads manages over 52,000 lane kilometres and 3000 bridges and processes more than 20 million registration and licensing transactions each year. These road and registration and licensing services are delivered by around 3000 staff through a network of more than 50 offices located across the state. Our aims VicRoads aims are to: Achieve ongoing reductions in the number and severity of road crashes and the resultant cost of road trauma. Assist economic and regional development by managing and improving the effectiveness and efficiency of the road transport system. Develop a more integrated and sustainable road transport system. Minimise the impact of roads and traffic on the community and enhance the environment through the responsible planning and management of the transport system. Build effective, equitable and efficient relationships with all customers by providing them with convenient access to services that meet their needs and enable VicRoads to deliver cost effective services to the community. The directions are: provide reliable access and minimise congestion improve road safety make the transport system more sustainable improve asset management collect, manage and use information to better support decision making improve customer service and community engagement develop organisational capability and culture Key issue is that most of these activites don’t happen at a desk, they occur in the world, on a road, on a car lot, on a nature strip etc. They also occur out of hours.
  • Taking an organisation that is heavily driven by engineers As a result we had to talk to them in the way they would understand, that meant facts, data to help get the on the journey
  • Previously old fashioned, authoritarian view toward customers Users obliged to do business with us Communication done unconsciously, reactively, and by rote
  • How do people communicate? What do they want from us? How do they want us to tell them?
  • Now we had a case for change. Clips have won many awards New direction for targeting key audiences With agency JWT, produced iPhone app CityGT Internal workshops to educate staff Social media is the way forward
  • This estimate from Morgan Stanley shows that some time in 2013, the number of Mobile Internet users will overtake desktop users. If you are not thinking about mobile and how you reach your users, you are planning not to be successful.
  • August 2011 we had 480,909 mobile views of our core Website 80% of those views are from Apple devices 15% are from Android devices Nokia account or 2 % and we have a small amount of Windows and Linux phones
  • With Mobile access due to pass desktop PC access in 2 years we are continuing to drill down on current web content that is being sought from mobile browsers. This will help us develop a mobile experience for those users. Over 10% of traffic to the site now comes from mobile phones or tablets. iPhone and iPad account for 80% of that traffic. Most popular content visited by mobiles is the Homepage, Traffic, Contact Us, Vehicle Status Checks, Registration – Pre Purchase Checks and Licence questions
  • Traffic information is probably the best example of content that people require from us in real time. This content was available on our website for many years and was a mirror of the information that was provided to drivers through freeway signage etc. In understanding our consumers a mobile friendly site was released with a focus on key Freeway and Road times as well as access to live traffic camera information. We understand that people want to consume this information in a variety of ways, on a variety of applications and a variety of devices
  • Increasingly we know that people want specific information to their own journey. In a city the size of Melbourne, you are unlikely to be interested in all major freeways and roads. Being alerted to information relevant to you has seen is turn to tools such as twitter. A key learning here is that whilst the tools are effectively free, the resourcing to manage them is not. It is a key challenge for us right now as expectations from the community increase.
  • So to our Mobile Applications The first VicRoads application is not actually branded. It is the City GT interactive game app for the iphone. It’s a great example of understanding our consumers and getting our message across. The challenge was to reach a younger audience of drivers and provide them with messages about talking on the phone whist driving. ought the services of JWT ad agency to create a public awareness campaign to deter people from using the phone while driving, and simultaneously promoting the new City GT. An interactive game was developed to depict that as soon as the player answered a call, the “car” in the game crashed as a result of “using the phone while driving”.
  • So to our Mobile Applications The first VicRoads application is not actually branded. It is the City GT interactive game app for the iphone. It’s a great example of understanding our consumers and getting our message across. The challenge was to reach a younger audience of drivers and provide them with messages about talking on the phone whist driving. ought the services of JWT ad agency to create a public awareness campaign to deter people from using the phone while driving, and simultaneously promoting the new City GT. An interactive game was developed to depict that as soon as the player answered a call, the “car” in the game crashed as a result of “using the phone while driving”.
  • VicTraffic – over 60,000 downloads VicTraffic is the official traffic iPhone app from VicRoads. View realtime travel times on freeways and major roads around Melbourne. Access traffic alerts for all of Victoria. View live traffic camera images. Build and save your favourite routes Live Drive This desktop application, also available for Android and Blackberry, feeds you live updates on traffic conditions straight to your computer or phone. You can plan your journey before leaving. But remember, don’t use your phone while driving. To access LiveDrive on your desktop, you can download and install the LiveDrive widget . Please note, you will need to have  AdobeAir installed and running on your computer to run the LiveDrive Desktop Widget SmartPark – just about 50,000 SmartPark is a helpful set-and-forget iPhone application that reminds you of clearway times and when your parking meter is about to expire. You can even track where you parked your car!
  • Early stats from our on site survey 33% of those researched have told us they wish to check on the car they are purchasing They’d love to book appts with us They want to be easily change addresses
  • Roads App update Registration and Licensing New customer service opportunities Transferring registrations online Safety Online logbooks for learners
  • The point being that technology has only just begun tinkering with the way people live their lives and businesses operate. We’re not at the end of anything. Not even in the middle. We’re still just at the beginning. We have an opportunity – the people in this room and our peers – to totally re-write the marketing rule book. But we need to lift our sights. Thank you
  • Transcript

    • 1. Putting the Consumer at the Centre – Using technology deliver to mobile and social platforms David Egan, Manager Web Services & Online Engagement September 2011
    • 2.
      • Roads
      • Registration and Licensing
      • Safety
      Who are VicRoads?
    • 3. The Journey
      • Naive understanding of digital
      • Experimenting
      • Developing a platform
      • Expansion
      • Refocus
      • Putting consumers at the centre
      • The future
    • 4. Knowing the customer
      • Who are our customers?
      • What do they want from us?
      • How do they want it?
      • When?
    • 5. Why move into digital space?
      • Moving from an old-fashioned view of consumers
        • Authoritarian
        • Consumers obliged to do business with us
    • 6. We thought…
      • How do our consumers communicate?
      • How do they want us to communicate with them?
    • 7. The result
      • Social media strategy
      • Policies
      • Mobile Applications
    • 8.  
    • 9. Mobile
      • We are already seeing the shift in access from PC to Mobile
      • 12 % of all views now from mobile – In July 2011 we had 2/3 rd of 2010’s mobile traffic
      • Only one area is mobile friendly – traffic
      • Mobile is the perfect accompaniment for our users needs
    • 10. Mobile – most popular
      • iPhone and iPad account for 80% of that traffic
      • Homepage
      • Traffic information
      • Contact Us
      • Vehicle Status Checks
      • Registration – pre purchase checks
      • Licence questions, P’s L’s etc
    • 11. Real Time information, when it’s needed
    • 12. Real Time information, when it’s needed
      • Twitter Feeds
    • 13. Distribution
    • 14. The challenge to resource
    • 15. City GT
    • 16. City GT
    • 17. Refocusing
      • VicTraffic
      • LiveDrive
      • SmartPark
    • 18. Digital innovation – beyond a webpage
      • Consider new forms of publishing specific to audience and that allow cost reduction and recovery, ebooks
      • Third party leverage, we are a valuable ingredient, partner with people who are established in their field, educating, providing news, selling
      • Consumer-centred thinking – What is the problem we are going to solve vs what do we have we can put on the web
    • 19. What we know now
      • 210% increase in access to site from mobiles 2010
      • 622,000 YouTube views
      • 2,225 followers on Twitter
      • 700,000 unique visits per month
    • 20. The Future
      • Emergency map – Floods, Fires etc
      • Mobile friendly pages
      • Cyclists’ app
      • Freight app
      • Move transactions online
      • Online logbooks for learners
      • Native vs Partnering
    • 21. Going ahead
      • More sophisticated view of our consumers
      • Keep listening to the consumer and building on the communication methods they use – making ourselves accessible
      • Consider apps as a way of generating content and information valuable to our core focus
    • 22. Create awareness
    • 23. Thoughts and questions?
      • David Egan
      • Manager, Web Services and Online Engagement
      • VicRoads
      • E [email_address]
      • T @degan1970
      • Slideshare

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