Putting the Consumer at the Centre David Egan, Manager Web Services April 2011
<ul><li>Roads </li></ul><ul><li>Registration and Licensing </li></ul><ul><li>Safety </li></ul>Who are VicRoads?
social media apps &content mobility a wave of technological change What’s going on?
Social Media – so what? social media… “ there are very public conversations going on out there, you can listen in, engage ...
Social Media – so what? <ul><li>It’s just another step in the evolution of media and communication between people </li></u...
What is Social Media? <ul><li>A collection of tools and online spaces that assist individuals and business to accelerate t...
The numbers <ul><li>It’s just for kids? Right? </li></ul><ul><li>More than 25% of Twitter users are 35-44, trailed by the ...
 
 
Web 1.0 M80 upgrade works this weekend
Web 2.0 <ul><li>You speak, people choose to follow, they share with others </li></ul>
The Journey <ul><li>Naive understanding of digital </li></ul><ul><li>Experimenting </li></ul><ul><li>Developing a platform...
Why move into digital space? <ul><li>Moving from an old-fashioned view of consumers </li></ul><ul><ul><li>Authoritarian </...
We thought… <ul><li>How do our consumers communicate? </li></ul><ul><li>How do they want us to communicate with them? </li...
Direct Route to Licence Town http://www.youtube.com/vicroads
The result… <ul><li>Social media strategy </li></ul><ul><li>Use of digital and social media now a priority </li></ul>
Using customers’ language <ul><li>Translated our top five clips into the top five languages </li></ul><ul><li>Reducing ret...
Social media strategy <ul><li>Internal workshops </li></ul><ul><li>Leadership group </li></ul><ul><li>Whole of Government ...
Community consultation http://hoddlestreetstudy.com.au
Video
Facebook – customer service
Real Time information, when it’s needed <ul><li>Twitter Feeds </li></ul>
More than just putting it on a page
Distribution
The challenge to resource
City GT
Refocusing <ul><li>LiveDrive </li></ul><ul><li>Clearways app  </li></ul>
What we know now <ul><li>210% increase in access to site from mobiles 2010 </li></ul><ul><li>600,000 YouTube views </li></...
The Future <ul><li>Emergency map </li></ul><ul><li>Mobile friendly pages </li></ul><ul><li>Cyclists’ app </li></ul><ul><li...
Going ahead <ul><li>More sophisticated view of our consumers </li></ul><ul><li>Keep listening to the consumer and building...
Knowing the customer <ul><li>Who are our customers? </li></ul><ul><li>What do they want from us? </li></ul><ul><li>How do ...
Web 2.0 at Transport? <ul><li>Initial consultation with the community / customers? </li></ul><ul><li>Ongoing community / c...
Listen to what they are saying <ul><li>Do listen in and   contribute </li></ul><ul><li>You should be monitoring, reacting ...
Thoughts and questions? <ul><li>David Egan </li></ul><ul><li>Manager, Web Services and Online Engagement </li></ul><ul><li...
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Web2.0 for Transport

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This is a recent presentation to the Victorian Department of Transport. The focus was on Web 2.0 and Gov 2.0 and how it might be used by public transport departments. It contains some of the journey already taken by VicRoads in the digital space.

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Web2.0 for Transport

  1. 1. Putting the Consumer at the Centre David Egan, Manager Web Services April 2011
  2. 2. <ul><li>Roads </li></ul><ul><li>Registration and Licensing </li></ul><ul><li>Safety </li></ul>Who are VicRoads?
  3. 3. social media apps &content mobility a wave of technological change What’s going on?
  4. 4. Social Media – so what? social media… “ there are very public conversations going on out there, you can listen in, engage and amplify”
  5. 5. Social Media – so what? <ul><li>It’s just another step in the evolution of media and communication between people </li></ul><ul><li>It’s people who are in control, of what they say and what they read </li></ul>
  6. 6. What is Social Media? <ul><li>A collection of tools and online spaces that assist individuals and business to accelerate their information and communication needs. </li></ul><ul><li>allows data, information & knowledge to flow real-time between individuals </li></ul><ul><li>A new way of speaking and a new way of listening </li></ul><ul><li>A way to reach people when it suits them </li></ul><ul><li>A way to reach a larger audience than traditional methods of communication </li></ul>
  7. 7. The numbers <ul><li>It’s just for kids? Right? </li></ul><ul><li>More than 25% of Twitter users are 35-44, trailed by the 45-54 group at less than 20% (65% of all users are over the age of 35 with less than 20% representing the 24 and under age groups) </li></ul><ul><li>25% of Facebook users are 45-54 with the 35-44 group at just 20% (61% are 35 or older) </li></ul>http://blog.tribalytic.com/how-many-australian-twitter-users-are-there-and-where-are-they-from/
  8. 10. Web 1.0 M80 upgrade works this weekend
  9. 11. Web 2.0 <ul><li>You speak, people choose to follow, they share with others </li></ul>
  10. 12. The Journey <ul><li>Naive understanding of digital </li></ul><ul><li>Experimenting </li></ul><ul><li>Developing a platform </li></ul><ul><li>Expansion </li></ul><ul><li>Refocus </li></ul><ul><li>Putting consumers at the centre </li></ul><ul><li>The future </li></ul>
  11. 13. Why move into digital space? <ul><li>Moving from an old-fashioned view of consumers </li></ul><ul><ul><li>Authoritarian </li></ul></ul><ul><ul><li>Consumers obliged to do business with us </li></ul></ul>
  12. 14. We thought… <ul><li>How do our consumers communicate? </li></ul><ul><li>How do they want us to communicate with them? </li></ul>
  13. 15. Direct Route to Licence Town http://www.youtube.com/vicroads
  14. 16. The result… <ul><li>Social media strategy </li></ul><ul><li>Use of digital and social media now a priority </li></ul>
  15. 17. Using customers’ language <ul><li>Translated our top five clips into the top five languages </li></ul><ul><li>Reducing returns and traffic at customer service centres </li></ul>Burmese Mandarin Spanish Vietnamese Arabic
  16. 18. Social media strategy <ul><li>Internal workshops </li></ul><ul><li>Leadership group </li></ul><ul><li>Whole of Government </li></ul><ul><ul><li>Policy </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Guidelines </li></ul></ul>
  17. 19. Community consultation http://hoddlestreetstudy.com.au
  18. 20. Video
  19. 21. Facebook – customer service
  20. 22. Real Time information, when it’s needed <ul><li>Twitter Feeds </li></ul>
  21. 23. More than just putting it on a page
  22. 24. Distribution
  23. 25. The challenge to resource
  24. 26. City GT
  25. 27. Refocusing <ul><li>LiveDrive </li></ul><ul><li>Clearways app </li></ul>
  26. 28. What we know now <ul><li>210% increase in access to site from mobiles 2010 </li></ul><ul><li>600,000 YouTube views </li></ul><ul><li>778 followers on Twitter </li></ul><ul><li>700,000 visits per month </li></ul>
  27. 29. The Future <ul><li>Emergency map </li></ul><ul><li>Mobile friendly pages </li></ul><ul><li>Cyclists’ app </li></ul><ul><li>Freight app </li></ul><ul><li>Move transactions online </li></ul><ul><li>Online logbooks for learners </li></ul><ul><li>Open Tendering </li></ul>
  28. 30. Going ahead <ul><li>More sophisticated view of our consumers </li></ul><ul><li>Keep listening to the consumer and building on the communication methods they use – making ourselves accessible </li></ul>
  29. 31. Knowing the customer <ul><li>Who are our customers? </li></ul><ul><li>What do they want from us? </li></ul><ul><li>How do they want it? </li></ul><ul><li>When? </li></ul>
  30. 32. Web 2.0 at Transport? <ul><li>Initial consultation with the community / customers? </li></ul><ul><li>Ongoing community / customer engagement </li></ul><ul><li>Ongoing communication </li></ul><ul><li>Building relationships with the community / customers / within the organisation </li></ul><ul><li>Celebrating success </li></ul><ul><li>Reaching culturally and language diverse groups </li></ul><ul><li>Listening to the community/customers, engaging with them </li></ul><ul><li>All these activities are in conjunction with traditional methods of communications </li></ul>
  31. 33. Listen to what they are saying <ul><li>Do listen in and contribute </li></ul><ul><li>You should be monitoring, reacting and responding </li></ul><ul><li>Social Media is not a fad or short term strategy </li></ul><ul><li>Social media is an ongoing form of engagement </li></ul><ul><li>You don’t have complete control, you can guide them, but if you overstep the mark and try to take control, you risk damaging your brand </li></ul>
  32. 34. Thoughts and questions? <ul><li>David Egan </li></ul><ul><li>Manager, Web Services and Online Engagement </li></ul><ul><li>VicRoads </li></ul><ul><li>E [email_address] </li></ul><ul><li>T @degan1970 </li></ul>

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