Co-Government

1. Co-Government Jordi Graells i Costa Barcelona, October 2014 @jordigraells graells.cat slideshare.net/jordigraells 1 Thomas Jefferson Memorial: Closed Due to Government Shutdown © NPCA Photos CC BY-ND 2.0

2. 1. Marketing 2 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 22001144 CCCC –– BBYY 33..00

3. Marketing: a new point of view with Philip Kotler 3 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 22001144 2014 CCCC CC –– – BBYY BY 33..3.0 00

4. The customer at the heart of strategy http://cliptank.com/history-painting-famous-answers.html 4 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

5. All the current series of marketing guidelines... 1. 1,7 seg = Time that a consumer looks at a product, according to advertisers. 2. Competition is not the only price. 3. Sensorial Marketing = visual, auditory, tactile or olfactory stimuli. 4. Intuition is based on the success or failure of previous purchases. ? 5. Brands interact with customers through social networks. 6. Products have to provide a benefit to the customer or for the planet. 7. The surprise captures consumers. 8. Million consumers exposed to TV ads throughout life. 9. Consumers repeat if shopping means a moment of pleasure. 10.When buying, emotion is 90% of purchase decisions. 11.Companies choose to create with customer. Shared experiencies of client + brand. 12.The company's reputation is the differentiating factor. 5 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

6. ... which ones are useful for public services? 6 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

7. A new marketing model is born: co-creation Internet + Social Networks = co-creation 7 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

8. 8 Now the technology is more open, social and mobile. It’s closer to people, and we can do a lot of things with it. ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

9. 2. Co-creation 9 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 22001144 CCCC –– BBYY 33..00

10. Bright people are people outside the company «Most of the bright people don't work for you– no matter who you are. You need a strategy that allows for innovation occurring elsewhere». Bill Joy (Sun Microsystems) 10 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

11. Latest marketing trends Marketing trends: 1.Ethnomarketing. It studies consumers in their natural habitat. It’s difficult to apply because the consumer has become multifaceted and chameleonic. 2.Positive Marketing, Social Marketing or Responsible Marketing. The company shows that it has customer values and it makes the customer (as a partner) feel that if he buys the product, he is doing something good. 3.Neuromarketing. Only 10% of buying decisions are neural; other decisions are the result of Neuroscience. 11 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

12. The goal of marketing To establish a regular and constant relationship with the costumer. 12 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

13. Current Marketing What is it? 1.Shopping experience shared with the client and in his own way. 2.Branding reputation. To reach people by attitude: open, ethical, transparent, innovative. #brand 13 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

14. Examples In improving the shopping experience, emotions drive consumer behavior. •KLM: Meet&Seat •Illa Diagonal: shopping without music •Burger King: aroma of grilled meat More examples: •Lays. Cash prize and a percentage of sales, for the contribution of ideas. •Banc Sabadell. Ideas contributed by customers. •Starbucks. Website of Ideas. 280 ideas implemented. Customers already inspired products of Ikea, Lego, Heineken, BMW, Zara, Procter&Gamble. 14 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

15. But the consumers are changing Consumers are probably tired of corporate marketing policies. Instead, they appreciate responsible pricing policies, concern for the environment and companies actively listening to their problems. 15 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

16. What does co-create mean? Co-creation is a form of economic strategy that emphasizes the generation and ongoing realization of mutual Company-Customer value. It views markets as platforms for firms and active customers to share, combine and renew each other's resources and capabilities to create value through new forms of interaction, service and learning mechanisms. It differs from the traditional passive consumer market of the past. And co-production is the phase after co-creation. But here we still talking about co-creation, to simplify it. 16 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

17. Value of co-creation • Economic. It is a clear saving model • Loyalty. The client feels part of the company. • Information / knowledge (the most relevant). The company receives information without intermediaries.. 17 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

18. 3. Co-creation in the Government 18 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 22001144 CCCC –– BBYY 33..00

19. And in the Government? Citizens have to live their own User Experience in the public services too. 19 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

20. Action plan for co-creation The action plan has to contain the technological platform, the governance model and operations for developing. Common aspects in the projects: •Objectives, users, legal, operational, release, technology, integration, analysis, communication, social networking, other channels. Other different aspects: •Ideas, evaluation, voting, lifecycle, incentives. ! 20 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

21. How can they live Citizen Experience as users? • They feel part of the services model management. • Services have to be more useful for citizens. They are now more educated and changing. • Citizens perceive the Government as open, ethical, transparent and innovative. • These values have to improve the brand reputation of Government. • Citizens provide information to the Government to manage public affairs better. • All this helps to reduce costs. 21 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

22. Co-creation in the Government 1. Internal co-creation. Innovation by collaborative strategies. 2. External co-creation. The case of open data websites and crowdsourcing initiatives. 3. Internal-External co-creation. Networks of civil servants in society. 4. Internal co-production. 5. External co-production. 22 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

23. 1. Internal co-creation CoP Public Health Agency of Catalonia Or CoP Compartim [Let’s Share] program Or ‘Aula Virtual’ EAPC 23 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

24. 2. External co-creation 1/2 Open data websites Government / Administration Datasets Open services Reusing actors Products / frameworks Infomediaries Companies Governments / Administrations Social entities All kinds of products and services Mobile services Social media Websites 24 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

25. 2. External co-creation 2/2 Other initiatives 25 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

26. 3. Internal-external co-creation Civil servants’ networks, like VOST, XIP. 26 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

27. 4. Internal co-production App gencat to measure the coverage of mobile services. 27 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

28. 5. External co-production University of Central Lancashire, UK: saving lives by drones www.smartdrones.fr/en/quand-le-drone-le-crowdsourcing-peut-sauver-des-vies/002572 Street Bump (Boston): Mobile app collects data about the smoothness of the ride; that data provides the City with real-time information it uses to fix problems www.cityofboston.gov/DoIT/apps/streetbump.asp Citizen apps (Barcelona, Sant Cugat V, Londres…) To identify urban incidents so they can be repaired www.fixmystreet.com 28 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

29. 4. In conclusion 29 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 22001144 CCCC –– BBYY 33..00

30. Service value The key is the value proposition of the service. x performances emotions x x cost discomfort insecurity 30 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

31. Citizen mobile sourcing + = Revolution in the innovation of public services 31 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

32. Co-creation and co-production leads to Co-Government Government can co-create and co-produce meanly through: 1.Open data = Open Governments. 2.Social networks = Government in network. 3.Mobile services = Government on the mobile. 32 ‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

33. Thanks! Co-Government Jordi Graells i Costa Barcelona, October 2014 @jordigraells graells.cat slideshare.net/jordigraells 33 Thomas Jefferson Memorial: Closed Due to Government Shutdown © NPCA Photos CC BY-ND 2.0