Ark group australia august 2011
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  • Previously old fashioned, authoritarian view toward customers Users obliged to do business with us Communication done unconsciously, reactively, and by rote
  • 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
  • Around two years ago, with the arrival of the graduated licence, it kicked in Ads were being placed in newspapers. Why? Audience was 16-18 yr olds primarily. Not traditionally newspaper-readers Something needed to change
  • City GT – road safety
  • Stretched envelope to save lives Polarised community Pull back to a connection-focus
  • Looking at our customer service figures, we spotted large numbers returning to customer service centres being unclear about what documents they needed etc. Many problems with those without English as their first language. So: Five top clips into five top languages To inform, prepare and reduce traffic at CSCs Combine old and new media Determined to talk to audiences in their own language, which means using appropriate language with English speakers too
  • Hoddle St Online think tank Supplement existing communications
  • Plus twitter – tweeting about procurement opportunities and upcoming, as well as existing tenders and contracts
  • Building on what we’ve learnt Traffic app, see cameras, plug in route and plan around accidents Clearways app to help customers and reduce congestion Customer service functionality on Facebook Building a bike app Emergency map app Modernising and refocusing existing clips Driving transactions online to reduce strain on CSCs
  • Roads App update Registration and Licensing New customer service opportunities Transferring registrations online Safety Online logbooks for learners

Ark group australia august 2011 Presentation Transcript

  • 1. Engaging with the community through socialmedia and technology -Dionne Lew-Director, Corporate CommunicationsAugust 2011
  • 2. Who are VicRoads?
  • 3. Knowing the customer Who are our customers? What do they want from us? How do they want it? When?
  • 4. Old meets new Traditional marketing New and emerging technology and channels 10% of our web traffic is from mobiles – Expected to be 50% in 2013
  • 5. The result Social media strategy Policies
  • 6. Digital Strategies
  • 7. Direct Route to Licence Town
  • 8. Gaming
  • 9. Online campaigns
  • 10. Stretching the elastic Facebook Medical Air traffic
  • 11. Melbourne International Film Festival 2010 2011
  • 12. Customer service Arabic  YouTube – Multiple languages – Drive online transactions VietnameseBurmese Mandarin Spanish
  • 13. Stakeholder Engagement
  • 14. Hoddle Street Study http://hoddlestreetstudy.com.au
  • 15. Procurement Two-way communication/transparency
  • 16. Facebook and twitter
  • 17. Traffic VicTraffic LiveDrive Clearways app – SmartPark www.vicroads.vic.gov.au/apps
  • 18. Outcomes
  • 19. Where we are at 210% increase in demand from mobile phones in 2010 640,000 YouTube views 1,487 followers on twitter 720,000+ visits per month
  • 20. Coming soon Emergency map Cyclists’ app Freight app Move transactions online Online logbooks for learners