Charlotte Morton, Google UK, Mediacom Engage 19/05/10
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Charlotte Morton is a Government & Public Sector specialist at Google UK. This presentation was made to 50 Scottish Government Framework clients and roster agencies at MediaCom Engage in Edinburgh on the 19th May 2010, exploring opportunities for public sector organisations offered by Google and their various market tools.
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Charlotte Morton, Google UK, Mediacom Engage 19/05/10
- 1. The Power of Digital for the Public Sector Charlotte Morton Public Sector Team Google UK 19th May l 2010
- 2. 2
- 3. Delivery Communication Policy Making Footer
- 6. Digital: A database of intentions 6
- 7. How serious is the issue of cyber bullying? What search terms are associated with the issue? What news and views have been associated with the issue in the past? Google Wonderwheel Google Timeline What are the latest news and views associated with the issue? Google Alerts
- 8. How can we influence future teachers? What do they think about the issue? What trends should I be responding to? “Far too many parents rely upon teachers to discipline and bring up their children as it is so no wonder that these kids have so little respect for authority and react so badly to discipline. “Spare the rod and spoil the child” Google Insights for Search Google News/Blog Search “That the teachers need training and permission when [they] fall out of line is the main story here. “This can only lead in one direction and that is that teachers will overstep the mark and use violence against children of all ages, then provide an excuse that fits with the guidelines.” How much interest is there around the issue? Google Keyword Tool
- 9. YouTube Insights DoubleClick Ad Planner YouTube Insights for Audience How can we improve the Early Years development policy? YouTube as a focus group Websites as audience insights What is my audience’s demographic profile? How do they discover my content? Who is my audience? Where can I reach my target audience? How large is my target audience on YouTube? Which videos do they watch?
- 10. Consult
- 13. Democratise data
- 15. Music Bike Camera Database of intentions
- 16. Communications
- 17. “nurseries” 22k per day “child adoption” 1k per day “Sure Start” 15k per day “childcare” 27k per day “school meals” 1k per day “day nursery” 10k per day “find school” 1k per day “primary school” 167k per day “childminders” 9k per day “every child matters” 6k per day “national curriculum” 8k per day “foster care” 2k per day “child poverty” 2k per day “internet safety” 4k per day “teaching” 136k per day “bullying” 22k per day “youth crime” 1k per day
- 19. PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION MAINTENANCE TERMINATION “My kids are perfectly happy in their room playing on the laptop” “Someone on Mumsnet said they found their son looking at dodgy stuff online “I need to find out how to make my kids safe online” “I’m going to teach my kids about online safety and set boundaries “I regularly remind my kids about the net code: Zip it, Flag it, Block it. “I’m fully confident my kids are safe online” SafeSearch Videos Remarketing Education
- 20. Move an audience from Pre Contemplation to Contemplation through targeting other related thoughts and needs When searching: Quit Smoking First! Find help & advice to quit Order your NHS Quit Kit today smokefree.nhs.gov.uk
- 21. Move an audience from Pre Contemplation to Contemplation through targeting other related thoughts and needs When watching video: Smokefree managed to communicate with an engaged audience who were consuming the right kind of content using targeted Pre Rolls.
- 22. Move an audience from Pre Contemplation to Contemplation through targeting other related thoughts and needs When surfing the web: Targeting people by their interests… Place your message in the right environment for your audience … My audience is into…. Gaming Knife crime Contraception Stop smoking Be where your audience is and speak to them in their own environment
- 23. Use platforms such as online video to re-frame an issue amongst a particular audience & sow the seeds for change Online video helps to personalise issues
- 24. Provide the tools that help your audience move from contemplating change to preparing for it: your website & services Success stories Relevant customer journeys Practical tools to increase self-efficacy
- 25. Provide the tools that help your audience move from contemplating change to preparing for it: other online hubs And lead them to change 2 1 Entertain & engage with your audience
- 26. Build the momentum for action with niche targeting, timing & tailored messages: re-targeting Through a targeted placement, a user is driven to the Act On Co2 site and is made aware of climate change issues 1
- 27. Build the momentum for action with niche targeting, timing & tailored messages: re-targeting Re-targeting allows that user to be tagged and then targeted with a different message to push them through to action 2 2. Engaged in regular browsing behaviour, the user is recognised and shown a message specific to him. 1. Google saves user info on user list. <tag A> Your results are saved – complete it today! Site visitor list 27
- 28. Digital can also provide ongoing tools & communities to support maintenance or termination of a behaviour Plus! Digital provides a platform for one-to-many communication – with your audience acting as your advocates and very own marketing team.
- 29. “If you build it, they won’t come” Service delivery
- 30. Face-to-Face £7.81 Phone £4.00 Web £0.17 Cost of referral + Cost of delivery
- 31. Delivery Cost efficient operations Communication Today’s technology to target and engage Policy Making Data-driven insights and planning in real-time Footer
Notas del editor
- Everyone realises now that Dig is important and a concept that they have to grasp. Few do it well – esp in public sector.
- We see Dig as integral to the public sector and not only in the sphere of Communication. Because of the open, democratic and collaborative nature of digital, it is the perfect platform to connect with the citizen, stakeholders AND your colleagues to crowd source, influence and deliver services. In this time of increased pressure on costs and with traditional processes under extra scrutiny, how can Digital bring engagement AND cost efficiency. We have seen some fantastically innovative creative executions from Eyeblaster and MSN – Dig becomes even more appealing if we think about it not only as an exciting creative medium but also as a vehicle to bring about deep changes in the way that public sector organisations work and service their citizens.
- POLICYA maxim that is drummed into us at Google is: Be greater with data. With digital, you have real-time data at your fingertips with which to make informed decisions based on user behavior and demand. Don’t guess. ‘The truth is out there’Use digital to find out what is really deliverable by real people and real schools and organizations. Digital allows policy makers to enhance traditional research methods with insights that are real time and that illustrate real issues in happening in the now. Digitalhelps policy makers through out the policy making process:Assess: identify current and emerging issues, understand contextPlan: provides additional evidence for making policy changes , develop options, reach a decisionMeasure: Impact policy is having on an issue That isn't all. Digital is also a platform.Consult for more informed policy - reach out to your audience and invite their participation. Crowdsource.Use Google ModeraterVoting gadget on YouTube e.g. COP15 climate change questionsCollaboration - cloud computing today in the enterprise space has enabled greater efficiency and productivity in the workspace by promoting collaboration and sharing. Use Google Enterprise Apps.Democratisation of data - You don't have to do everything yourself! Take a look at what members of the public have done with the data made available through Data.gov.uke.g. FillThatHole.org.uk (uses ONS Census geography data to facilitate the reporting of potholes and other road hazards)e.g. UK-House-Prices.com (a visualisation of property market trends using Land Registry data)e.g. Schoolmap.org.uk (a school finder which lets you search local schools ranked by Oftsed score)
- Real time insights play a role through out the policy making process – assess, plan and measure.In the past, policy makers would have usedresearch to help them answers questions around an issue. However with digital we have the opportunity to answers to this question through other ways, through real time insights. Understand what members of the public are concerned about through a range of tools, identify current and emerging issues, understand context, gain evidence for making policy changes, develop options, reach a decision. As well as that insights can be use to measure the real effect that policy is having and the reaction of the public in real time. Real time insights that are available at your desktop, that the free and easy to use. Here’s some examples to show you what we mean…
- These tools are free and at your fingertips. If we buy into the fact that Google is a database of citizen intentions then we can mine these intentions further using these tools – but not only the information that people are seeking but the content that has grown up around these ideas.
- Quantitative data that these tools provide allow us to understand where the real demand, when it crops up and what is the extent of the interest.
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- One of the best aspects of Digital is it’s shareable and sociable nature. Take advantage of Digital as a platform to consult with members of the public in an easy, cost effective manor and in a way that people expect to be able to have their say. Reach out to your audience,invite their participation and use their comments to advise policy making decisions.
- YouGov and Change.Gov are just two examples of Government using Digital to consult and crowdsource.Some other examples:Use Google Moderater (like on Change.Gov) has also been used by the Conservatives, education sites.Voting gadget on YouTube e.g. COP15 climate change questions
- Collaboration Cloud computing today in the enterprise space has enabled greater efficiency and productivity in the workspace by promoting collaboration and sharing. Consider using Google Enterprise Apps for collaborating internally and externally.Some examples of how you can collaborate online:Xzy…
- Democratisation of data You don't have to do everything yourself! Take a look at what members of the public have done with the data made available through Data.gov.uke.g. FillThatHole.org.uk (uses ONS Census geography data to facilitate the reporting of potholes and other road hazards)e.g. UK-House-Prices.com (a visualisation of property market trends using Land Registry data)e.g. Schoolmap.org.uk (a school finder which lets you search local schools ranked by Oftsed score)
- Democratisation of data You don't have to do everything yourself! Take a look at what members of the public have done with the data made available through Data.gov.uk. Examples of organisations who have projects set up to explore how they can take all the data in digital form and create useful information out of it: Flowingdata.com and MySociety.org.Other examples of citizens using Data.gov and creating something useful to address the needs of the wider public:e.g. FillThatHole.org.uk (uses ONS Census geography data to facilitate the reporting of potholes and other road hazards)e.g. UK-House-Prices.com (a visualisation of property market trends using Land Registry data)e.g. Schoolmap.org.uk (a school finder which lets you search local schools ranked by Oftsed score)
- One of the key objectives in government marketing communications is that of behaviour change, the ability to influence and bring about social change, to create a social movement. Our key message here is: your communications is is only as good as your targeting. You need laser targeting of your messages to ensure you are talking to the right person at the right phase of their journeyDigital gives you this capability, the technology, to communicate with your target audience at the right times, to influence them at the relevant and appropriate moment. For example:Database of intentionsInterest-based & demographic targetingContextual targetingRe-marketingDigital also gives you the tools and platforms to communicate effectively once targeted (examples...)VideoRich mediaSocialText
- Everyday, this is how many times people are searching for you…This isn't about marcomms, this is about operations! When we talk about "Always On", we're not making a media or media budgets argument, we're talking about the cost of government. Same as running a school or local Sure Start centers. Field of dreams. Once you have made your services available online, think about how to operate them efficiently by always driving traffic to them while cost effective to do so. Talk about Smokefree study.
- Dig is all about finding the right tools to raise awareness, provoke, excite, motivate and I think that we have seen from today that they are manifold. This behaviour change funnel here conceptualises how we can apply different types of tools – be it simple content, a clever targeting feature or an advertising solution – to different modes of behaviour. This is for internet safety.Obv we recognise that this is by no means a linear funnel BUT the beauty of digital is that you can measure and react to campaign results in real time – meaning more relevance and less wastage.
- Citizens increasingly expect and need goverment services to be delivered online. Digital is a channel that is easily accessible, it's simple to use, and it's a cost effective service delivery channel providing good value for money to publicWe suggest supporting multiple channels - giving citizens options for how to transact or access info, allow them to choose which channel suits them best. Co ordinate offline and online through sign posting and consistent messaging.Which services can you bring online? You currently have these (screengrabs of every child matters website (info), Teachernet (advice and guidence), DirectGov apply for schools online page(transactional)) with roles ranging from pure information delivery, advice and guidance, through to transactional services, such as allowing parents to apply for school places. How else can you encourage people to register, order, download, engage, transact online?
- These results come from the North West eGovernment Group's 'Validated Service Delivery Costs Project' and show the cost of service delivery across 3 channels: Face to face, over the phone and online. The web is by far the most cost efficient channel at 1/46th of the cost of servicing someone in person. This is the simple framework:Cost of driving traffic + cost of service delivery is less than the service cost of next most expensive delivery channel