1. Delivering Exceptional Web
Experiences
Mike Handes
Social Business Innovation Lead, A/NZ
IBM Collaboration Solutions
@mikehandes
mhandes@au1.ibm.com
© 2011 IBM Corporation

2. The City Sustainability Hub is an access point for all information
around sustainability of the city
The City Sustainability Hub extends the Office of Sustainability
A collaboration of public and private Townsville organizations and individuals
It aggregates contextual (from measurement) and non contextual (social media) and allows citizen
to communicate to citizens in the sustainability context
Healthcare
Businesses Products & Services
Transport Citizens
CITY STRATEGY
CITY GOVERNANCE
Food
Energy
Education
Waste
Communication Water
Biodiversity and Ecology

3. The Fifth IT Era: The era of Social Government
Social
Internet
PCs
Departmental
Mainframe
What’s your Social Government Agenda?

4. With Exceptional Web Experiences That Are...
Know Your
Balance Form &
Intended
Function: Visual
Audience: Deliver
Appeal + Ease of
Precisely What
Use Equally
They Need/Want
Important.
Socially-infused.
People Are
Everywhere: Turn Customers
Explosion of Into Advocates:
Mobile Means A Ensure A Reliable,
Moving Target! Secure Experience
© 2011 IBM Corporation 4

5. Universal Integration Hub…simplify!
 Hide Complexity  Role/Profile/Rule Based
 Consolidation  Security
 Self Service  Single Sign On
 Adoption Rates  Navigational Model
 Cost Avoidance  Branding
 App Reuse  Virtual Portals
 Multi-channel

6. IBM Customer Experience Suite
The centerpiece offering in the IBM Project Northstar Vision
Create Dynamic, Engaging Web Experiences
that Wow Customers
Target the Right Experience to the Right User
via the Right Channel at the Right Time
Improve Customer Loyalty by Enabling Users to
Socialize
Optimize the Experience to Maximize Results
Realize Business Goals
Reach Customers Across Multiple Channels –
Mobile, Web, Kiosk, Email...
Integrate Across Heterogenous Systems to
Deliver New Value
© 2011 IBM Corporation 6

7. Create Dynamic, Engaging Web Experiences
that Wow Your Customers
Increase responsiveness by empowering business users
✔
New site wizard (microsites)
✔
Flexible workflow engine
✔
Multi-lingual support
✔
Import from Microsoft Word
✔
Write once – syndicate to multiple
channels
✔
Inline editing with rich-text editor
✔
Free industry and content templates
Achieve consistent branding & messaging with syndication
✔
Version control
✔
Robust security framework
✔
WebDav support – support familiar
html tools (like Dreamweaver)
✔
Site management tools
✔
SEO-ready
✔
Robust site search
© 2011 IBM Corporation

8. Improve Customer Engagement by Enabling
Users to Socialize
Support conversations Allow users to find the right people
✔
Wikis, blogs, ideation blogs
✔
User profiles
✔
Rating, commenting, tagging
✔
Forums and communities
✔
Integrate with twitter,
facebook, youtube, etc.
✔
Shared files
✔
Shared bookmarks
✔
Instant messaging
✔
Activities
Drive innovation by supporting idea contribution Enable customers to get
problems resolved quickly
Allow customers to
provide feedback
© 2011 IBM Corporation

9. Reach Customers Across Multiple Channels -
Mobile, Web, Kiosk, Email...
●
Rapidly support new
devices as they become
available:
●
Leverage out-of-the-box
tooling to create a single
application that can support
both smartphones and full-
sized desktop browsers
●
Execute at the speed you
need to remain competitive:
●
Leverage one common
theme to deliver content
through the browser to
deskop + mobile
© 2011 IBM Corporation

10. Make Better, Evidence-Based Decisions with Analytics
Leverage analytics to:
●
Improve user engagement by
measuring and then fine tuning
the customer experience
●
Intelligently manage your
marketing resources
●
Make better decisions faster
© 2011 IBM Corporation 10

11. Target the Right Experience to the Right User Via
the Right Channel at the Right Time
Profile –one attribute that drives
personalization. Also can be behavior,
location, device, attitude, time of day, etc.
Customization- allows
users to change their
own experience
Customization
Recommendations – Personalization –
delivers content or drives a custom
offers based upon who user experience
you are similar to
© 2011 IBM Corporation 11

12. eForms – Reduce manual, paper-based processes
● Provides profound cost reduction
● Accurate & complete data collection - the first time
● Creates auditable, compliant records
● Dramatically improves the user experience
● Streamlines/Accelerates Processes
12

13. Award Winning
CUSTOMERS / SITES
Lufthansa – Customer Site 2010 WEBAWARD - Web IBM – developerWorks 2010 Forrester Groundswell Award – Forrester
Marketing Association (Best Airline Website) Research (Winner: B2B division)
Brocade Communications – B2B Site 2010 WEBAWARD - Web IBM – developerWorks 2010 US SMB Social Media Marketing Award –
Marketing Association (B2B & Technology Standard of Excellence) AMI-Partners (Winner: Community Development award)
Boston Medical Center – Patient Site 2010 WEBAWARD - Web
Saudi Shoura Council – eGovernance Portal Marketing Association (Outstanding Website)
2009 Best Website for Parliaments (Winner)
Tyco International – B2B Site 2010 WEBAWARD - Web
Duke University Health System – Patient Portal Marketing Association (B2B Standard of Excellence)
2008 Healthcare Informatics Innovator (Finalist)
Finnair – Customer Site 2010 WEBAWARD - Web Marketing
HSBC Bank Brazil – Employee Portal 2009 Intranet Design Association (Airline Standard of Excellence)
Award, Nelson Norman Group (Recipient)
International Enterprise Singapore – G2B Site 2010
WEBAWARD - Web Marketing Association (Government Standard of
US Army Publishing Directorate – Army Action Tracking Excellence)
System 2009 Army Knowledge Management Award (Winner)
U.S. Nuclear Regulatory Commission – Electronic Information
City of Gothenburg – Citizen Portal 2009 GT Exchange 2009 Excellence.Gov Award (Finalist)
Newspaper Achievement Award (Recognized)
Cars.com – Customer Site 2010 WEBAWARD - Web
Marketing Association (Automobile Standard of Excellence)
Los Angeles County – Municipal Portal 2009 National
Association of Counties Achievement Award (Winner)
Bharti Airtel – Mobile Portal 2008 Strategy Analytics State of Missouri – Emergency Response Information
Wireless Media Lab (Best Portal) System Portal 2008 Computerworld Honors (Laureate)
Miami-Dade County – Housing Central Portal 2007 City of Helsinki – Citizen Portal 2007 UN Report: Digital
Digital Government Achievement Award (Winner) Governance in Municipalities (#1 in Europe)

14. LA County offers a consistent online experience
across 38 departments for 10.4 million constituents

15. Miami-Dade County saved $1 million per year in
labor costs

16. NSW Land and Property Management Authority
"Building this channel took one month. Prior to Premier’s Gold Award in 2008 for
‘Achieving the business vision’.
SIX, such an initiative would have taken closer to
a year to deploy"
Business Objectives
• Provide greater responsiveness
• Remove barriers to find/access spatial data
• Reduce paperwork between agencies
• Streamline Government services
• Reduce transaction time
Implementation Objectives
• Merge 3 existing portals/websites into 1
• Design new taxonomy, design, & navigation
• Create composite applications using enterprise web services ● The Spatial Information eXchange (SIX), is the
as building blocks official source of NSW's geospatial information,
• Utilise Profiling capabilities to target specific audiences with possessing the most comprehensive, accurate
and reliable spatial data for the State
different functions and content

17. Democratisation of Data - Citizen Mashup
Regional Performance
 Helps citizens answer “How is my
region doing in increasing recycling
rates?”
 Explore recycling data by region
 View up to minute news on recycling
Challenge:
 Built in 30 minutes
 Empower the community by
making government data
accessible via a single platform in
a format which can be
personalised and shared
Solution: City Performance
 570+ feeds of government data  Helps citizens answer “How can
available for creating customized I improve my city’s household
mashups to put citizens in control recycling?”
 Find local recycling centres and
what they recycle
 Local news on city recycling
performance
 Built in 15 minutes
Slide 17

18. Exceptional Web Experiences Delight Citizens
Providing citizens with seamless, speedy, and simple
access to essential government services
Business Needs

Provide Citizens & businesses with
access to Government news, content,
and other information & services –
anytime, anywhere

Deliver capabilities to where users are
– their mobile phones. (Trinidad &
Tobago's extremely high mobile
penetration rate is over 125% and 4th
in the world)
Real Results
Real Results
 Over 1.5 million visits (to date- June 2010)
Over 1.5 million visits (to date- June 2010)
 Over 36k customers served in 6 locations (to date- June 2010)

Over 36k customers served in 6 locations (to date- June 2010)
 Over 27k customers via 5 kiosks (to date- June 2010)
Over 27k customers via 5 kiosks (to date- June 2010)
© 2011 IBM Corporation 18

19. Healthier Stronger
Eco-system Relationships
B2B B2C
(your domain)
Social
Business Consumer
B2E
Domain
Social
Analytics
Workforce
Optimisation &
Ideation New Channels
Listen, Learn, Measure, Take Action

20. Profiles Communities Blogs Bookmarks Activities Files Wikis
IBM Connections is Facebook for Government!
IBM Connections – empowers government users to easily connect with
each other, other agencies, (NGO’s) and partners – GET SOCIAL