The document explores the concept of co-government, emphasizing the importance of co-creation between citizens and government in providing public services. It outlines how new marketing trends, influenced by technology and social interactions, can enhance customer experiences and build loyalty. Overall, it highlights the necessity for governments to adapt to changing citizen expectations and actively involve them in service development.

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
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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
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4. The customer at the heart of strategy
http://cliptank.com/history-painting-famous-answers.html
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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.
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6. ... which ones are useful for public services?
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7. A new marketing model is born: co-creation
Internet + Social Networks = co-creation
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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
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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)
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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.
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12. The goal of marketing
To establish a regular
and constant
relationship
with the costumer.
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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
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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.
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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.
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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..
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18. 3. Co-creation in
the Government
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19. And in the Government?
Citizens have to live their own User
Experience in the public services too.
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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
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25. 2. External co-creation 2/2
Other initiatives
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26. 3. Internal-external co-creation
Civil servants’ networks, like VOST, XIP.
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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
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30. Service value
The key is the value proposition of the service.
x
performances emotions
x x
cost discomfort insecurity
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31. Citizen mobile sourcing
+ =
Revolution in the innovation
of public services
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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