Apps World 2011 (Sydney)
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This deck is from Apps World 2011 held in Sydney on May 16 & 17. I presented VicRoads journey into digital as a case study. The focus was on mobile applications, and there was a very positive response to the work VicRoads has been doing. Many of the attendees were also looking at how to convince their organisation on the benefits of developing mobile applications. The presentation contained some videos, all of which can be found on the VicRoads YouTube site. Details on other presenters can be found here www.acevents.com.au/appsworld2011
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Apps World 2011 (Sydney)
- 1. Putting the Consumer at the Centre – Using technology to create a consumer-focus David Egan, Manager Web Services & Online Engagement May 2011
- 7. Direct Route to Licence Town http://www.youtube.com/vicroads
- 11. Video
- 12. Facebook – customer service
- 14. Real Time information, when it’s needed
- 16. Distribution
- 17. The challenge to resource
- 18. City GT
- 19. City GT
- 20. Melbourne International Film Festival
- 25. Create awareness
Editor's Notes
- Thank you and on behalf of Dionne Lew and 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. 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
- The challenge of an organisation that deals with such a large segment of the Victorian population is that they all have different requirements Includes age, education, stage of life, languages and also the situation where they want this content.
- Previously old fashioned, authoritarian view toward customers Users obliged to do business with us Communication done unconsciously, reactively, and by rote
- 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
- How do people communicate? What do they want from us? How do they want us to tell them?
- 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
- 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
- Now we had a case for change. Clip won many awards New direction for targeting key audiences Internal workshops to educate staff Social media is the way forward Conscious here that we do not control these properties and that is a challenge around IP and around security of tenure.
- YouTube 112,764,000 unique viewers in January ( Nielsen ) The average user spends 15 – 25 minutes each day on YouTube ( Mashable ) Globally, YouTube has 490 million unique users ( Mashable )
- Hoddle Street study: so far so good In April 2010 the Hoddle Street online forum was launched as part of a broader consultation and engagement strategy. The online forum has been a key part in understanding concerns, ideas and what’s important to residents, businesses and users of Hoddle Street. 6,129 visitors posting 1,859 comments. The community’s key themes included: Connectivity – communities, services, businesses and recreational areas. Train stations – improved safety and connectivity. Liveability – reducing traffic on local streets. Pedestrians – safer facilities for crossing Hoddle Street. Buses – improved priority access. Cyclists – improved crossing times, dedicated bike lanes and local bike paths. Trams – priority and separation from cars. Traffic movements – reduced congestion and improved traffic flows. A critical part of understanding the results of an online engagement process is to acknowledge that success is often measured by the amount of users getting the information they need and choosing not to participate further. The online forum results will help our planners and engineers understand the social impacts as they develop options for an integrated and sustainable solution for the future of Hoddle Street. Use of forums, FAQ’s, Key documents, polls Maybe a comment on the latest Australia Scan data on community consultation.
- 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.
- 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!
- Roads App update Registration and Licensing New customer service opportunities Transferring registrations online Safety Online logbooks for learners