1. 2012
Missouri Digital Government
Summit
June 13, 2012
Citizen Engagement

2. Introductions… Session Presenters:
Steve Cusumano, Webmaster
Information Technology Services Department
State of Missouri
Dave Hoyt, Corporate Vice President
Strategy and Solution Delivery
Daugherty Business Solutions
Carol Morgan, Senior Vice President & Regional Manager
St. Louis Branch and Public Sector
Daugherty Business Solutions
Jonathan Steffens, Project Coordinator
Information Technology Services Department
State of Missouri
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3. Objectives and Agenda
Objectives: Agenda:
• Provide context and input • Basis and summary of our Carol Morgan
to your organizations perspective.
journey toward Digital Steve Cusumano
• Context for considering the
Citizen Engagement. Jonathan Steffens
opportunity.
o Right-sizing your
investments. • Perspective on the evolving Dave Hoyt
approach for capturing the
o Optimizing the impact
opportunity.
your investments.
• Specific, local examples of Steve Cusumano
success – State of Missouri Jonathan Steffens
• How successful Dave Hoyt
organizations are starting
the next chapter of the
evolution.
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4. Basis for our perspectives
Leveraging experience across the commercial and public sectors…
• Merchandising • Fleet Strategy
• Sales & Marketing • Business
Strategy
Business Competitive Strategy
Benchmark Decomposition
• Consumer
connection
• IT strategy
• Sales & Marketing
Strategy
Blueprint • IT
• Consumer Segmentation Strategy
• Cross-channel, digital
engagement strategy • CMMi Level 5 training
Strategy
• BPM Methodology
Development &
Alignment
• Mobile Loyalty
Program
• Wholesaler Training
Non-Disclosure
• Capital Eng. Processes
Workforce
• Export Process Business Change
Shipping
Optimization Results Management • Mobile Business
Compatibility Benchmark
• Fleet Operations
• Workforce Management
• Sales & Technology
• Mobile/Cloud-based
Payment Solutions
Marketing
Process Design Solutions
• Architecture Planning
• Workflow Analysis/Software
Selection
• Transportation
Management
• Raw Materials • B2B Transaction
• Inbound Logistics • eBusiness and Architecture
• Consumer Engagement eCommerce • Mobile/ Wireless Solutions
Strategy • Mobile/Wireless • Enterprise Data
Computing Warehouse
• Business Intelligence and • Business Intelligence
Data Warehousing
• Internet Development
• Financial Management • Data Warehousing and Analytics
Application • PMO Implementation
• Web Application
• Procurement Implementations 4

5. State of Missouri - Perspective
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Blog √ √ √
Podcasts √
Citizen Apps
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6. Our topic today…
Digital Citizen Engagement
• Citizen Engagement: The population is getting more sophisticated –
and demanding – about being heard by the government.
• Digital: At the same time, governments are recognizing the many
benefits of actively encouraging citizen engagement via tools such as
social media, mobile apps and smarter websites.
This session provides a glimpse into the future of constituent
relations and the innovations and technologies that are
leading the way.
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7. What’s your perspective?
• Encountered either Citizen requests or Agency requests
for new ways to interact with the public?
• How many of these requests have been to…
o Collaborate in new ways
o Gather Citizen sentiment or input
o Interact/Transact in new ways
o Publish information
• How many are actively/effectively using the following
tools to do so…
o Web-sites
o Social Media – Facebook
o Social Media - Twitter
o Mobile Applications
o Segmenting and targeting specific Citizens for specific interactions
How many have a well developed a Digital Citizen
Engagement strategy/plan?
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8. Summary Perspective
• This is for real - Huge opportunity to drive real results for your
organization and the citizens.
• Bigger change than we have ever seen - One of the most
transformational evolutions that we will see in our careers. And, we can all
play a big role.
• It’s not going to be easy - Requires a whole new level of effectiveness
working across agency and technology competencies.
• Moving Goal Line - Very rapidly growing expectations across the public.
• Focus will be the key - Many opportunities to be distracted with what
we (our boss) last encountered.
• Come out of the Lab - Technologies that aren’t yet fully mature; but,
are beyond experimental.
• Pick your Targets - The time for a more deliberate, comprehensive plan
is now.
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9. Focus on Citizen Engagement
• Real benefits can be captured:
o Embrace expectations for an “open/transparent” government.
o Achieve new levels of Citizen reach responsiveness and engagement.
o Increase the Agency impact by engaging closer to the “point of need.”
o Further empower and leverage the Citizen as “prosumers.”
o Create new opportunities for collaboration an co-creation.
o Better leverage and empower employees.
o Reduce operational costs.
o Improve Citizen satisfaction.
• Converging trends are creating a window of opportunity to
capture benefits.
• Technologies have become sufficiently mature to make an
integrated strategy viable.
• The many requests and expectations.
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10. We can leverage commercial sector
lessons learned…
Mobile Applications integrated with Social Media and eCommerce
Interact &
Promotion Transact on
• Target Marketing (e.g. Coupons) Mobile App
• Loyalty Programs • On-device Purchasing
• Personalization via 3rd Party - PCI
•Increase Traffic In-store Compliant
•with Geocoding
On-Site
Execution
Share via
Direct Link to
“Social
take “Action”
• Direct Media”
connection via
mobile apps and
web browsers to
purchase
Proprietary to Daugherty Business Solutions – For Confidential 10

11. However, we still have work to do…
Typical Public
Fragmented starting point
Sector Status
 Use of Web-sites
 Use of Mobile
 Use of Social Networking/Media
 Leveraging 3rd Party Social Networks
 Content Management
 Integrated Strategy
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12. Convergence Of Trends & Drivers
Rapidly Evolving Landscape
Maturing Technology Individual Behavior
• Technology Maturation and adoption • Conditioned “Consumer” expectations
• CRM & Database Marketing • Expectation referral (personal to org.)
• Enterprise Content • One to many communication culture
Management • Seamless socialization trends
• eCommerce • Rapid propagation of messages (+/-)
• Mobile Computing • Visual Storytelling
• Cloud Computing Citizen Engagement/Personalization
• Social Media • Continued evolution of the “Citizen
• Advanced Analytics & Engagement Science”
“Big Data” • Ability to leverage these repeatable
• Business Process Management methodologies as a framework to
• Master Data Management appropriate engage with the right
• M2M(Machine to Machine) technology tools
• Technology commoditization • Advancing segmentation techniques with
• Technology standardization and sophisticated predictive analytics and
interoperability personalized offers
Available Information
• Proliferation of content
• New sources of integrated data
• Enterprise Information
Management techniques
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13. Barriers/Challenges/Opportunities
Rapidly Evolving Landscape
Barriers /Challenges/ Opportunities
Increasing Citizen  Can be dangerous based on amplified
Expectations impact and presumed peer credibility
 Maturing Technology  Expectations around point of need
 Demands a new level of alignment
 Individual Behavior between agency objectives, interaction
techniques and technology tools
Growing Adhoc
 Citizen Engagement Requests For New  Requires a willingness to consider new
& Personalization Technologies roles and interaction processes
 Alignment to policy considerations (e.g.
 Available Information FOIA)
Digital  Integrated technology requires budget
and new skills
Engagement
Moving Beyond  Difficult to quantify benefits
Experimental
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14. Barriers/Challenges/Opportunities
Rapidly Evolving Landscape
Developing a
Digital
Barriers /Challenges/ Opportunities
Engagement
Strategy
Increasing Citizen
Expectations
 Maturing Technology
Deliberate
 Individual Behavior Focus on High Real
Growing Adhoc
Impact Impact
 Citizen Engagement Opportunities
Requests For New
& Personalization
Technologies
 Available Information
Improved
Digital agency impact
Engagement
& Citizen
Moving Beyond
Experimental satisfaction
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15. Attaining a real impact…
• Providing Public Information
o Required notices
o “Marketing”
• Gathering Public Input
• Understanding Public Sentiment – Unsolicited Feedback
• Understanding the Citizen demographics to drive analytics
and key decisions - “360 degree view of the Citizen.”
• Public Reporting (Citizen to Agency)
• Engaging Citizen Volunteers
• Managing Citizen Interactions/Transactions
o “Customer Service & Support”
• Engaging Citizens in co-creating services
• Fraud Detection
• Consistent Citizen experience across interactions types
o (office, phone, web, mobile, social media, etc…)
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16. Emerging Technologies
Citizen Facing Applications:
• Publish oriented Web-sites for Key Enablers:
providing public information
• Enterprise Content Management
• eCommerce Web-sites for
Interaction and Transaction • Database Marketing
• Mobile Computing • Advanced Analytics & “Big Data”
• GIS Services
• Master Data Management
• Social Media
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17. Social Media in Government..
Inform your Audience
o Facebook Pages
o Twitter
o Blogs
o Wikis
o Social-Centric Services
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18. Inspire Activism
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19. 19

20. Encourage Storytelling..
Share Your Story (User Generated Content)
• Hidden Treasures Campaign
• After the Storm (Joplin Stories)
Photo Submissions
• MDC 75 Years Photo Submission
• Agriculture Photo Stories
Provide a Service
o DIFP - User Voice
o Open Data – data.mo.gov
o Online Reporting
i.e. Fraud, Traffic, Social Services
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21. 21

22. Key Success Factors
• Pick the right solution for each engagement…
o Audience
o Technique
o Technology Tool
• Pick your targets and focus on those opportunities with the
greatest potential impact.
• Avoid a general use mind set for techniques and tools.
• Understand and establish a clear purpose for each engagement.
• Understand how the Citizen wants to engage: where, when, how.
• Be prepared for a “consumerism” mentality including spontaneity,
social behavior and amplified impacts.
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23. Key Success Factors
• Be ready and willing to change processes and roles.
• Empower the employees.
• Commit to the resources required for technical tools and
integration; but, expect new levels of speed to market.
• Begin building your central, consistent view of the Citizen.
• Quantify your benefit targets and what is realized.
• Stay consistent in scheduling your messages
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24. It Can Be Complicated..
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25. Approaches to simplify the plan…
A Digital Citizen Engagement Strategy can be used to right-size
and optimize your investment.
• Target the highest potential opportunities
Representative Approach
• Align to the future processes.
• Seize the opportunity to design your
organization roles and processes around
citizen engagement.
• Leverage the power of a common business
vision.
• Establish a shared set of priorities and
actionable migration plan that protects
the investment.
• Target the solution and investment based
on the potential benefit pools.
• Focus on business case management to align
accountability.
• Look at adoption from the beginning.
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26. Connect with Us
Presenters Follow Us
Steve.Cusumano@oa.mo.gov @SteveCusumano
Project Coordinator – State of Missouri ITSD
Jonathan.Steffens@oa.mo.gov @JonSteffens
Project Coordinator - State of Missouri ITSD
Dave.Hoyt@daugherty.com @DaveHoyt01
Corporate Vice President– Strategy and Solution Delivery tel: 314-432-8200
Lee.Metcalf@daugherty.com
Vice President – Public Sector Division tel: 314-432-8200
Carol.Morgan@daugherty.com
Senior Vice President & Regional Manager tel: 314-432-8200
St. Louis Branch and Public Sector
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