The value of search in eParticipation

Jono Layton Account Strategist for Public Sector, Google UK 11 th November 2009 The Value of Search in e-Participation

Over 25% use mobile for internet Over 70% of people online Over 30% leisure time online Over 95% broadband connections 2.7x US ecommerce spend per person Over 23% ad spend online Britain is digital

Search is the gateway to content discovery 43% of traffic to government sites comes from search engines 80% of searches are informational 20% are transactional 81% of internet users enter sites via a search engine. 95% of pageviews occur outside of search Source: Forrester Research Inc., “UK Internet User Monitor” ; PSCIS 2008

Over 4 billion search page views in the UK Source: su start up start business business opportunity starting a business business ideas start a business starting up entrepreneur business business grants business plans Recycling Recycling centre Waste recycling Waste disposal Recycling bin Recycling bins Recycle logo Recycling council Phone recycling Plastic recycling Child benefit Child benefits Child benefit rates Child benefit claim Child tax benefit Child benefit agency Claim child benefit Benefits for child Child benefit claim form Business start-up Recycling 1,702,200 561,000 Child benefit 356,700 Source: Nielsen-Netview, May 2009 for Google UK; Est. keyword volumes: Google AdWords Keyword tool for listed keywords and their variations only., October 2009 Parking charges Parking fines Parking fine Parking penalty Pay parking ticket Pay parking fine Parking fines uk Pay parking tickets Parking penalties Paying parking fines Smoking ban Smoking ban uk Ban on smoking Public smoking ban Smoking regulations Smoking public ban Smoking in public places Against smoking ban Cigarette vending machines Parking fines Smoking ban 77,230 107,600

Search: Be found Organic Search Results Paid Search Results

71% of search activity start on portals, 18% from social media

Where does search fit in? SYNDICATION SEARCH SITE (NB: not necessarily just your website. A content hub can be hosted anywhere e.g. YouTube) Create content 1 ‘ PULL’ consumers to your content 2 ‘ PUSH’ content to your consumers 3

How do we measure the value of search in e-Participation?

Focus on the users

Enabling users to interact in various ways

Search drives down costs of interaction Source: North West E Government Group“Validated Service Delivery Costs Project” 2006, http://www.bip.rcoe.gov.uk/rce/aio/38658 ; http://www.publictechnology.net/modules.php?op=modload&name=News&file=article&sid=13845 Source: North West E Government Group“Validated Service Delivery Costs Project” Face-to-Face £7.81 Phone £4.00 Web £0.17

Attributing a value and cost to participation X,000,000 SEARCH QUERIES X,000 CLICKS X00 SITE VISIT X VIDEOS WATCHED X TOOLS USED X WEB FORM SUBMITTED X PAGES VISITED X INFO DOWNLOADED TARGET ACQUISITION COST £3.00 If 1 in 5 visitors performs an action CPC: £0.60 COST SAVING £0.83 compared to Phone

In summary
Value of Opportunity
Be found when users search for you
Deliver your message when users express an interest
Value of Interaction
The value of search is in the value of the action
Search marketing is an operational cost saving

The value of search in eParticipation

by frazzy123 on Nov 22, 2009

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The value of search in eParticipation — Presentation Transcript