Here is a copy of my recent presentation to the AIMIA Digital Summit in Sydney. The key theme was how Digital can change the way citizens interact with Government. Clearly there is now a challenge to move from single initiatives to an Agency wide program of work.

1. Digital opportunities for Government
David Egan, Manager Web Services & Online Engagement
October 2011

2. Who are VicRoads?
Roads
Registration and Licensing
Safety

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?

7. The result
Social media strategy
Policies
Mobile applications
Trial and learn

8. Video

9. Facebook – Customer Service

10. Community consultation

11. Refocusing
VicTraffic
LiveDrive
SmartPark

12. Real Time information, when it’s needed

13. Real Time information, when it’s needed
 Twitter Feeds

14. Distribution

15. The challenge to resource

16. City GT

17. Mobile
 We are already seeing the shift in access from PC to
Mobile
 12 % of all views now from mobile – In July 2011 we had
2/3rd of 2010’s mobile traffic
 Only one area is mobile friendly – traffic
 Mobile is the perfect accompaniment for our users needs

18. 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

19. What we know now
 210% increase in access to site from mobiles 2010
 695,000 YouTube views
 2,757 followers on Twitter
 700,000 unique visits per month

20. Digital innovation – beyond a webpage
• Consider new forms of publishing specific to audience
and that allow cost reduction and recovery, eBooks
• Third party leverage, we are a valuable
ingredient, partner with people who are established in
their field, educating, providing news, selling
• Consumer-centred thinking – What is the problem we
are going to solve vs. what do we have we can put on
the web

21. The Future
 Emergency map – Floods, Fires etc
 Mobile friendly pages
 Cyclists’ app
 Freight app
 Move transactions online
 Online logbooks for learners
 Build vs. Partnering

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

23. Create awareness

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