VicRoads are improving service delivery across the agency using Digital and Social Media tools. I presented this case study to Social Media in Government 2011 in Canberra on December 14.
It included a video of our Customer Service team talking of their experience in using Facebook for answering customer questions.
3. The Journey
Naive understanding of digital
Experimenting
Measured the success
Move from trial to launch
Refocus
Putting consumers at the centre
4. Knowing the customer
Who are our customers?
What do they want from us?
How do they want it?
When?
5. Why move into digital space?
Moving from an old-fashioned view
of consumers
Authoritarian
Consumers obliged to do business
with us
We choose how they interact with
us
6. We thought…
How do our consumers communicate?
How do they want us to communicate
with them?
19. Mobile
We are already seeing the shift in access from PC to
Mobile
14 % of all views now from mobile
Only one area is mobile friendly – traffic
Mobile is the perfect accompaniment for our users needs
20. Mobile – Most Popular
iPhone and iPad account for 80% of that traffic
Homepage
Traffic information
Contact Us
Vehicle Status Checks
Registration – pre purchase checks
Licence questions, P’s L’s etc
21. What we know now
210% increase in access to site from mobiles 2010
707,000 YouTube views
4,245+ followers on Twitter
809,000 visits per month
22. Going ahead
More sophisticated view of our consumers
Keep listening to the consumer and building
on the communication methods they use –
making ourselves accessible
Consider apps as a way of generating content
and information valuable to our core focus
24. Thoughts and questions?
David Egan
Manager, Web Services and Online Engagement
VicRoads
E david.egan@roads.vic.gov.au
T @degan1970
http://slideshare.net/davidegan2