It's all about perception and we have a perception problem. The perception across the board is that “Government” are generally good at talking about things but terrible at doing them. For the most part, Governments have adapted and have embraced new technologies and have invested significantly over the past decade to build a meaningful digital presence to engage with their citizens. And as they should, because not doing so doesn’t just create discontent and frustration among the masses - the consequences can be much dire. Slide 6 video link: http://www.youtube.com/watch?v=EmG5kQBsOpg Slide 15 video link: http://www.deepend.com.au/our-work/work/-/keep-it-safe// Click through the full slide share presentation to view Strategy Director at Deepend, Jen Tucker's presentation on Reinventing Governemtn Customer Service.

1. Deepend presents
REINVENTING GOVERNMENT
CUSTOMER SERVICE
Deepend is a digital communications and innovation consultancy.
We specialise in creatively driven, strategic, business and marketing
solutions.

2. about us
So you might be wondering what we do at Deepend.
Well, quite simply, we make ideas happen - we innovate.
At our core, we are leaders in innovation and have built
our reputation on our ability to achieve our clients goals
and objectives with award winning digital work. follow us on

3. about me
Having spent the first 10 years of my career working in State
and Federal government Departments, I joined the Deepend
team as Strategy Director at the start of 2012.
I spend my days working with some of Australia’s most well
known brands helping them transform their digital presence
and build greater relationships with their audience. find me on

4. IT’S ALL ABOUT PERCEPTION.
And we have a perception problem.

5. “Old school, disconnected, out of touch...”
The perception across the board is that “Government” are generally good at
talking about things but terrible at doing them. We’ve all heard the endless
rhetoric that pretty much consists of “They made me fill in all these forms
and wait for two hours and then told me I’d filled in the wrong form and
waited in the wrong line at the wrong office...” But we also know that this
rhetoric is out of date.
For the most part, Governments have adapted and have embraced new
technologies and have invested significantly over the past decade to build a
meaningful digital presence to engage with their citizens.
And as they should, because not doing so doesn’t just create discontent and
frustration among the masses - the consequences can be much dire.

6. INSERT CLIP

7. Communication can save lives
As someone who worked for the Department of Justice as a supposed
‘communication expert’ for the years leading up to and following the Black
Saturday bushfires it was personally devastating when the Royal
Commission into the 2009 bushfires highlighted that one of major factors
that contributed to the death and destruction of these fires was a
fundamental lack of clear communication and community education.
RECOMMENDATION #2
“The State revise the approach to
community bushfire safety education...”

8. PICK YOURSELF UP.
DUST YOURSELF OFF.
Start again.

9. Reinvention isn’t easy...
When people talk about throwing out the rule book, that is literally
what we did. The past approach to bushfire communication,
community education and campaigns was forever gone and as
communicators we were faced with the realisation that not only
were we dealing with a bereaved community who were still
struggling to come to terms with what had happened, but those
who had survived were incredibly confused. And I wonder why...?
Stay or go?
Code Red and Catastrophic
Fire Safety Warnings
Neighbourhood Safer Places
Township Protection Plans
Emergency Alert Warnings
Prepare. Act. Survive.
but it is possible.

10. “Positive long-term behaviour change”
And so became our
single minded proposition:

11. THE ART OF BEING
Everything to everyone

12. Rule 1. Be everywhere
How we consume information has shiſted rapidly over the past decade, and it
is fundamental that Government’s follow if they intend to have impact. When
I started my career in Government communications, our channels primarily
consisted of print, events and PR. For large scale campaigns we upped the
ante and included television, outdoor and radio advertising. Fast forward a
relatively short amount of time and we were doing major digital campaigns
that included social media, building apps, branded content, blogs and the list
goes on.
The problem is that while the number of channels increase and move,
Governments need to be everywhere. Ignoring the new channels will not
make them go away, and unfortunately it will only increase the gap between
you and your audience.

13. Rule 2. Be mobile
Australian’s love smartphones. And in fact arguably we love them more then
any other country, given we have the second highest penetration of
smartphones in the world. And we don’t just use them to make calls and
send messages.
Close to 70% of Australians use their smartphones to access the internet
multiple times a day. And the mobile trend isn’t slow moving by any means,
in fact it’s more like an avalanche. Across the board we are seeing significant
rises how oſten, how much, what for and whereabouts we use them.
Most of our clients at Deepend are now seeing that close to a third of all
website traffic is coming from a mobile device, almost double that of what it
was just one year ago.
FireReady mobile campaign

14. Rule 3. Be social
Personally I believe that social media is the greatest giſt ever to be given to
Governments. For literally hundreds of years politicians and public servants
alike spent their time trying to ascertain exactly what it was that their
citizens wanted. And we have now entered an age where it has been handed
to us on a silver platter.
At its core, being social allows you to create true two-way communication
between you and your audience. It allows you to disseminate information
quickly and with impact. It can generate change and bring communities
together.
But like all beautiful things, social media can be dangerous if not used
properly, which is why investing in it properly is fundamental to its success.
FireReady Challenge

15. Rule 4. Be innovative
Think about every time as public servants that you’ve
been told “We can’t do that”. Even if you’re not a public
servant, chances are you’ve been told this in your job.
But as public servants there are a plethora of rules and
regulation and red tape that make doing something for
the first time a seemingly impossible task.
But we have to move away from this mindset that just
because something hasn’t been done before doesn’t
mean it can’t happen now.
Keep it Safe

16. Rule 5. Be brave
At the end of the day, reinvention of any kind requires you to be brave. It
requires you to not be afraid of making mistakes. It requires you to be bold
and to take risks. From every corner of the globe we are seeing Governments
taking giant steps forward and connecting with their citizens in new ways.
Last year, New York City Mayor, Michael Bloomberg, invited his citizens to
reinvent the cities 11,000+ payphones that had become obsolete since the
rise of mobile phones. The submissions were incredible and should stand as
a constant reminder of what is possible when Governments open their minds
and connect with the masses.
reinventpayphones.splashthat.com
“How can New York City reinvent payphones to
make our city more accessible, safer, healthier,
greener and better informed?”

17. thank you
deepend.com.au