This is a case study of how Dymore Vision Consulting executed the first phase of the digital media transformation programme for the Government of Ekiti State, Nigeria. This is the first of its kind in the region. See www.youtube.com/dymorevision

1. Introducing Ekiti 3.0 - The Ekiti State, Nigeria
Integrated Digital Media Channels:
A Case Study of Digital Transformation in the Public
Sector in Africa
By
Dr Anderson Uvie-Emegbo,
Digital Media Director, Ekiti State/CEO Dymore Vision
Consulting Ltd
On the Formal Commissioning of the
Ekiti State Digital Media Channels
Ado-Ekiti, Nigeria
February 29, 2012

2. Thought
Stopper
• “If
you
don’t
brand
yourself,
Google
is
going
to
do
it
for
you!”
Anonymous
• “We
have
not
created
a
website.
We
have
created
Eki?
3.0
-­‐
a
set
of
robust
integrated,
mul?media
digital
media
channels
-­‐
online,
social
media
and
mobile
media
-­‐
backed
by
a
strong
governance
strategy.
It
is
the
first
of
its
kind
within
the
public
sector
in
Nigeria”
Dr
Anderson
Uvie-­‐Emegbo

3. Introduc0on
• Discerning
organisa?ons
that
desire
favourable
compe??ve
posi?oning
have
recognised
the
rapidly
growing
impact
of
digital
media
on
their
brands.
Within
the
last
3
years,
investments
in
digital
media
have
grown
rapidly
and
looks
set
to
con?nue
its
growth
unhindered.
• Following
the
resolve
of
the
Government
of
Eki?
State,
Nigeria
to
revamp
its
digital
presence,
it
engaged
Dymore
Vision
Consul?ng
Ltd
in
December
2011
to
handle
the
project.
The
firm
is
a
leader
in
undertaking
digital
transforma?on
programmes
for
leading
brands
in
Africa.
• The
new
Eki?
Digital
channels
are
comparable
to
the
best
of
government
digital
channels
anywhere
in
the
world.
These
channels
are
a
smart
mix
of
technology,
content,
engagement,
analy?cs,
usability,
func?onality
and
aesthe?cs.

4. Channel
Strategy
Shi6
(Africa)
Website
(Pre
2008)
Website
Web
Presence
(2008)
Website
Social
Media
(Facebook,
You
Tube,
TwiXer)
Digital
Presence
and
Cross
Media
Experiences
(2010
-­‐
)
Website,
Microsites
(including
digital
media
proper?es),
Social
Widget,
Mobile
(website,
applica?ons,
sms),
messaging
Media
(Facebook
canvas
page,
TwiXer,
Flickr,
Linkedin,
You
Tube),
solu?ons,
experien?al
videos,
etc
4

5. Why
(Digital)
Projects
Fail?
• 75
percent
of
all
digital
media
projects
fail
due
to
poor
planning
and
unrealis?c
expecta?ons
of
new
technology
(Gartner).
• The
produc?vity
gains
and
cost
savings
promised
by
digital
solu?ons
are
o^en
lost
not
because
of
the
technology
itself
but
because
of
improper
management
of
their
implementa1on.
• Failure
to
understand
the
scale
of
the
project,
oversimplifica1on
of
the
project,
inappropriate
expecta1ons
and
lack
of
resource
commitment
are
few
of
the
mistakes
made
by
management
that
debilitate
the
implementa?on
and
use
of
the
systems.

6. Digital
Channels
Golden
Rules
• Get
the
Right
Audience
to
your
pla_orm
• Make
it
easy
for
them
to
interact
with
you
securely
and
conveniently

7. Our
Approach:
Digital
Implementa0on
Framework
• Diagnostics exercise –the digital media health check.
- how effective is Ekiti State’s Digital Strategy?
- Identify critical success factors (CSR)
- determine strategic imperatives (8 Point agenda, inclusive governance/participatory
democracy)
- determine level of organisational maturity towards digital media
- review processes, systems, policies, people, management of digital existing digital channels
- review the competitive landscape – how well are other states doing?
• Visioning and Direction Setting – with clear roadmap (a transformation), deliverables, roles and
responsibilities
• Requirements Gathering
• Content Collation
• Design & Development
• Data Entry
• User Acceptance Testing
• Go Live
• Management
• Maintenance & Support
• Capacity building (stakeholder buy in)

8. Top
20
Most
Visited
State
Government
Websites
in
Nigeria,
February
2012
Position State Global Traffic Rank Local Traffic Rank
1 Lagos 200,857 790
2 Ekiti 339,141 1,083
3 Imo 694,923 3,761
4 Abia 876,614
5 Osun 933,807 3,665
6 Edo 1,083,205 6,192
7 Ogun 1,142,971
8 Ondo 1,364,138
9 Delta 1,411,622
10 Cross River 1,547,242
11 Akwa Ibom 1,843,722
12 Borno 2,433,739
13 Kwara 2,556,830
14 Enugu 2,735,586
15 Anambra 2,800,717
16 Rivers 2,948,321
17 Kogi 3,589,712
18 Oyo 3,700,246
19 Bayelsa 4,175,216
20 Niger 4,543,350
Nigeria 1,252,908
(Source: Alexa.com)

9. Cri0cal
Success
Factors
for
Digital
Success
Cri?cal
success
factors
for
the
implementa?on
of
an
effec?ve
digital
media
strategy
include:
• Execu?ve
support
• Cross
func?onal
stakeholder
involvement
–
internal
and
externally
• A
holis?c
approach
to
implementa?on
• Development/realignment
of
related
processes,
systems,
policies/
frameworks,
etc
• Stakeholder
focused
content
and
marke?ng
strategy
• Strategic
alliances/partnerships
• Digital
Marke?ng
• Performance
Monitoring
9

10. Key
Areas
• Strategy
(the
why,
how,
what,
where,
how,
when,
etc)
–
current
versus
future
state
analysis
(SWOT,
etc)
• Channels
(choice,
design
&
development,
op?misa?on,
integra?on,
development,
op?misa?on,
etc)
• Content
(type/category,
source,
planning,
alignment)
• Digital
Marke?ng
(planning,
objec?ves,
people
psychology,
copy,
crea?ve,
repor?ng,
analy?cs,
etc)
• Collabora?on
(what,
who,
when,
where,
how,
cost)
• Governance
(governance
policy,
processes,
digital
ci?zen
engagement,
capacity
building,
etc)
10

11. ENGAGEMENT
OBJECTIVE
“To
transform
Eki1
State’s
digital
brand
into
becoming
a
top
5
government
digital
brand
in
Nigeria
within
3
months
and
a
top
3
digital
brand
services
digital
brand
within
6
months
of
engagement”
Start Date: December 15 2011
Go Live Date: February 29, 2012
11

12. The main objective of a site is to move the visitors along the conversion funnel
12

13. Digital Media Strategic Imperatives 2012
• Drive
inclusive
governance
• Demonstrate
transparency
in
public
service
• Build
Brand
–
thought
leadership
• Promote
Eki?
as
a
des?na?on
of
choice
for
tourism
and
investments

14. Deliverables
• Strategy
Develop
a
bespoke
digital
strategy
that
aligns
with
that
of
the
corporate
objec?ves
of
the
administra?on
• Channels
Develop
and
integrate
the
required
digital
channels
(website,
mobile,
social
media,
etc)
-­‐
design
and
develop
the
Eki?
State
Government
website
-­‐
design
and
develop
the
Eki?
State
Government
mobile
website
-­‐
develop
mobile
apps
for
Eki?
State
Government
-­‐
design
and
develop
branded
Facebook
applica?ons
and
widgets
-­‐
design
and
develop
branded
You
Tube
Channel,
Slideshare
and
Flickr
pages
Focus was to make Ekiti the First “One Web State” in Nigeria

15. Deliverables
• Project
Leadership
• Stakeholder
Management
• Innova?on
&
Thought
Leadership
• Digital
Marke?ng
• Monitoring,
Measurement,
Repor?ng
&
Op?misa?on
• Online
Reputa?on
Management
• Governance
• Digital
Influencer
Network
Crea?on
• Digital
Content
Crea?on,
Cura?on
and
Op?misa?on
• Capacity
Building
• Compe?tor
Profiling

16. Governance:
Digital
Leadership
• Project
Owner:
Governor
Kayode
Fayemi
• Project
Director
(Accountable
Execu?ve):
Chief
Press
Secretary,
Special
Adviser
to
the
Governor,
infrastructure
and
Public
U?li?es.
• Project
Managers:
Dymore
Vision
Consul?ng
Ltd
• Project
Team:
Eki?
State
Digital
Media
Unit
• Digital
Champion

17. Eki0
State’s
Integrated
Digital
Media
Channels
The
new
digital
channels
allow
for
par?cipa?ve
governance,
beXer
ci?zen
engagement,
greater
transparency
and
openness
using
media
that
can
be
veXed
by
any
ci?zen.
The
digital
channels
include
the
following:
• A
revamped
www.eki?state.gov.ng
-­‐
the
flagship
of
the
state's
digital
brand.
• Mobile
website
-­‐
well
op?mised
for
mobile
-­‐
one
of
the
first
within
the
public
sector
in
Nigeria.
• Branded
Facebook
canvas
page
-­‐
with
a
unique
applica?on
that
is
integrated
seamlessly
with
various
aspects
of
the
website.
Become
a
fan
of
Eki?
State
on
hXp://www.facebook.com/
Eki?State
• Branded
You
Tube
Channel
-­‐
with
over
120
videos
depic?ng
the
administra?on's
programmes,
projects
and
ini?a?ves
across
its
8-­‐point
agenda.
Watch
videos/Subscribe
to
the
channel
at
hXp://www.youtube.com/user/eki?statengr
• Branded
TwiXer
handle
-­‐
hXps://twiXer.com/eki?stategov
• Branded
Slideshare
account
-­‐
with
over
110
official
documents
available
for
public
scru?ny.
View
documents
at
hXp://www.slideshare.net/Eki?State

18. Eki0
State’s
Integrated
Digital
Media
Channels
• Branded
Flickr
account
-­‐
with
over
700
official
photos.
View
photos
at
hXp://
www.flickr.com/photos/eki?state/
• Google
+
Page.
See
hXps://plus.google.com/u/0/102214502231366061279/
posts
• Branded
email
newsleXer
• Mobile
applica?ons
for
Android
and
Blackberry
devices
with
others
coming
soon.
• Quick
Reference
(QR)
Codes
-­‐
These
are
2
dimensional
barcodes
(square
matrix
codes)
that
can
store
a
link,
plain
text,
SMS
text
message,
addresses,
URLs,
Geo
loca?on,
e-­‐mail,
phone
numbers,
contact
informa?on
and
it
is
used
for
quick
connec?ons
(response)
between
sta?c
and
online
content.
When
scanned
with
a
smart
phone
camera,
the
Eki?
State
QR
codes
lead
to
the
State’s
mobile
applica?ons
and
mobile
website.
This
is
another
first
in
the
public
sector.

19. www.eki0state.gov.ng:
Features
&
Benefits
It
is
simple,
beau?ful
and
highly
func?onal.
Some
of
its
features
and
benefits
include:
1)
Web
Design
• The
new
Eki?state.gov.ng
takes
web
design
from
an
approach
of
not
just
crea?ng
a
website
but
crea?ng
what
users
actually
need
-­‐
usable/ac?onable
informa?on.
Aesthe?cally
pleasing
and
easy
to
the
eyes,
the
current
site
carries
aan
interna?onal
look
and
feel.
The
website
uses
predominantly
2
of
the
State's
colours
within
a
lot
of
white
spaces.
This
is
in
keeping
with
global
standards
of
designing
brand
conscious
websites.
The
website
is
uncluXered.
Its
contents
are
well
laid
in
their
various
sec?ons.
2)
Content
Management
System
• The
back
end
of
the
site
was
built
with
an
easy-­‐to-­‐use
yet
robust
and
scalable
open
source
content
management
system
(CMS).
This
is
a
beau?ful
feature
because
it
allows
the
website
administrators
to
easily
update
the
website
with
liXle
or
no
programming
experience.
3)
Content
• Contents
on
the
website
are
centred
on
the
8
Point
agenda
of
the
present
administra?on.
Content
are
generated,
curated
and
op?mized
to
reflect
this
posi?oning.

20. www.eki0state.gov.ng:
Features
&
Benefits
4)
Interac0vity
• This
is
a
fully
mul?media,
highly
interac?ve
website.
The
prevalent
use
of
integrated
text,
photo
and
video
material
on
the
website
enables
users
to
interact
with
content
more
intui?vely.
This
guarantees
a
beXer
user
experience.
• For
instance,
the
home
page
has
featured
news
with
different
images
in
the
sliders.
Naturally,
images
catch
the
human
eye.
This
sec?on
is
similar
to
that
of
main
new
headlines
with
photos
found
within
news
sites.
Very
few
websites
allow
cap?ons
to
be
placed
besides
slider
images.
This
is
another
outstanding
feature.
5)
Search
• To
enable
users
easily
find
what
they
are
looking
for,
the
site
has
an
intui?ve
search
and
archiving
feature.
It
also
boasts
an
intelligent
tagging
system
that
enables
visitors
use
highlighted
tags/keywords
to
search
for
content
on
the
website.
This
invariably
enhances
user
experience,
increased
page
views/user
and
return
visits.

21. www.eki0state.gov.ng:
Features
&
Benefits
6)
Search
Engine
Op0misa0on
(SEO)
• One
of
the
hallmarks
of
a
great
website
is
the
ability
for
its
content
to
be
easily
found
on
popular
search
engines.
The
new
Ekitstate.gov.ng
is
an
SEO
gold
mine.
Every
content
on
the
website
that
relates
to
the
administra?on's
8
point
agenda
(governance,
health,
educa?on,
tourism,
industrial
development,
infrastructural
development,
agriculture
and
women
empowerment)
has
been
carefully
op?mised
for
search
using
a
variety
of
well
tested
techniques.
It
is
certain
the
contents
of
this
website
would
achieve
a
high
ranking
in
results
from
search
engines
within
a
short
?me.
7)
Freedom
of
and
Access
to
Informa0on
• Ci?zens
can
monitor
the
state
government's
projects
and
plans
through
the
array
of
rich
mul?media
content
that
abound
throughout
these
channels.
With
over
700
official
photos,
over
120
videos
and
over
110
official
documents
that
are
available
on
these
channels,
Eki?
State
is
clearly
sesng
the
pace
for
inclusive
governance
in
Nigeria.
There
is
a
robust
and
aggressive
content
genera?on
process
and
strategy
in
place
to
ensure
that
past,
present
and
future
events,
programmes,
projects
and
ini?a?ves
are
curated
and
documented
for
the
records.

22. www.eki0state.gov.ng:
Features
&
Benefits
8)
Contact
Your
Leader
• The
contact
details
(official
email
addresses
and
mobile
phone
numbers)
of
all
members
of
the
State
Execu?ve
Council
are
on
the
website.
Users
can
send
messages
directly
to
the
blackberry
phones
of
each
member
of
the
State
Execu?ve
Council
via
the
website.
This
helps
to
dras?cally
reduce
instances
of
red
tape-­‐ism
and
bureaucra?c
boXlenecks
in
the
public
service
within
Eki?
State.
This
is
another
first
in
the
public
service
within
Nigeria.

23. www.eki0state.gov.ng:
Features
&
Benefits
9)
Offline-­‐Online
Integra0on
• The
strategy
behind
content
genera?on
and
op?misa?on
across
these
channels
is
to
ensure
that
the
state
posi?ons
itself
as
a
monolithic
brand.
It
takes
an
integrated
marke?ng
communica?ons
approach
and
provides
cross
pla_orm
integra?on
of
content
and
engagement.
What
is
available
in
tradi?onal
media
is
also
available
in
its
digital
form(s)
where
applicable.
in
its
print
publica?ons.
This
enables
content
to
be
used
and
reused.
For
instance,
the
Eki?
State
2012
Calendar
has
12
scenic
images
that
are
a
tourist
delight
as
well
as
12
Ambassadors,
one
for
each
month
of
the
year.
The
Ambassadors
is
a
human
angle
story
that
resonates
clearly
how
much
the
State
honours
its
ci?zens
who
have
excelled
in
different
aspects
of
society.
Online,
these
scenic
images
have
been
created
as
the
"Sights
of
Eki?"
-­‐
a
3D
rendi?on
of
these
images.
See
hXp://eki?state.gov.ng/about-­‐
eki?/sights-­‐of-­‐eki?-­‐state
• A
dedicated
profile
page
-­‐
hXp://eki?state.gov.ng/about-­‐eki?/ambassadors/
-­‐
has
also
been
created
for
the
Eki?
Ambassadors
on
the
website.
• The
beauty
of
this
website
is
that
because
it
is
built
on
a
scalable
pla_orm,
limitless
number
of
Ambassadors
as
well
as
more
tourism
imagery
be
added
on
an
ongoing
basis.
• The
1
Year
in
Office
document
has
a
digital
edi?on
as
well
a
dedicated
microsite
for
its
contents
on
the
state
website.

24. www.eki0state.gov.ng:
Features
&
Benefits
10)
Digital
Channel
Integra0on
• All
the
digital
channels
are
seamlessly
integrated
into
each
other.
Content
inpuXed
into
one
channel
invariably
can
be
found
on
any
channel
without
the
content
being
inpuXed
again
on
all
the
different
channels.
11)
Social
Media
Engagement
• With
the
launch
of
these
channels,
the
state
has
clearly
shown
its
inten?on
to
provide
digital
leadership
in
the
public
sector.
With
the
launch
of
these
channels,
the
state's
digital
engagement
would
engage
in
meaningful
dialogue
with
the
State's
ci?zens
and
stakeholders
on
social
media
pla_orms.
The
focus
would
be
to
listen,
learn,
contribute,
incorporate
lessons
from
construc?ve
cri?cisms
and
move
the
state
towards
a
healthy
social
interac?on
that
promotes
sustainable
peace,
progress,
jus?ce
and
development.
The
mandate
of
the
team
is
to
promote
a
brand
that
is
truly
authen?c,
believable
and
credible.

25. www.eki0state.gov.ng:
Features
&
Benefits
12)
Analy0cs,
Repor0ng
&
Op0misa0on
• The
beauty
of
digital
is
that
it
is
measurable.
The
launch
of
these
channels
is
just
the
beginning
of
the
roadmap
for
responsive
governance
based
on
construc?ve,
real
?me
feedback.
These
digital
channels
have
in
built
analy?cs
capabili?es
to
enable
the
real
?me
tracking
and
monitoring
of
user
interac?ons.
The
data
obtained
is
already
being
used
for
further
op?mize
the
channels
and
improve
the
state’s
Return
on
its
Digital
investments/
assets.
13)
Governance
• The
State
has
put
in
place
a
robust
digital
governance
strategy
to
ensure
that
this
transforma?on
is
sustained
in
the
months
and
years
ahead.
It
has
created
the
State's
digital
media
unit
becoming
one
of
the
very
first
in
Nigeria
to
have
such.
This
team
has
been
working
with
Dymore
Vision
Consul?ng
(the
project
consultants)
since
the
project's
incep?on.
The
team
had
several
bespoke
capacity
building
workshops
to
prepare
them
for
the
digital
transforma?on
exercise.
That
the
project
was
executed
in
less
than
11
weeks
is
a
strong
affirma?on
of
the
growing
competency
of
the
State's
digital
media
team.

26. www.eki0state.gov.ng
-­‐
Home
Page

27. www.eki0state.gov.ng
-­‐
Home
Page

28. www.eki0state.gov.ng
-­‐
Sights
of
Eki0

29. www.eki0state.gov.ng
-­‐
8
Point
Agenda
Page

30. www.eki?state.gov.ng
-­‐
Contact
Execu0ve
Council
Page

31. www.eki0state.gov.ng
-­‐
Media
Centre

32. www.eki0state.gov.ng
-­‐
Tags
&
Search
Results

33. www.eki0state.gov.ng
-­‐
1
Year
in
Office
Digital
Edi0on

34. www.eki0state.gov.ng
-­‐
1
Year
in
Office
Microsite

35. Govt
of
Eki0
You
Tube
Channel
www.youtube.com/ekitistatengr

36. Govt
of
Eki0
You
Tube
Channel
www.youtube.com/ekitistatengr

37. Govt
of
Eki0
Slideshare
Account
www.slideshare.net/ekitistate

38. Govt
of
Eki0
Google
+
Page
https://plus.google.com/u/0/102214502231366061279/posts

39. Eki0
State
Facebook
Canvas
Page
www.facebook.com/EkitiState

40. Eki0
State
Flickr
Account
www.flickr.com/photos/ekitistate

41. Eki0
State
Mobile
Apps
&
Mobile
Website
Ekiti State Mobile Apps Ekiti State Mobile Website

42. Eki0
State
Apps
QR
Code

43. Eki0
State
Android
App
QR
Code

44. Eki0
State
Blackberry
App
QR
Code

45. Conclusion
• As
we
launch
the
Eki1
State
Integrated
Digital
Media
Channels
today,
the
Land
of
Honour
makes
a
bold
statement
that
truly…a
Greater
Eki1
is
Possible…Even
Digitally!
• Eki1
State
is
10/10
on
Digital
Media!

46. Dr
Anderson
Uvie-­‐Emegbo,
ITBMC,
MBChB
(Ife)
Adjunct
Faculty,
Digital
Media
School
of
Media
&
Communica?ons
Pan
African
University
President/CEO,
Dymore
Vision
Consul?ng
Ltd
Good
Homes
Estate,
Ajah
Lagos,
Nigeria
anderson@dymore.com
www.dymore.com
+234
803
941
0468
+234
808
1202
809
Business Strategy * Digital Strategy & Thought Leadership * E-Business Transformation *
IT Business Management Outsourcing * Project Management