business victoria online: a case for further innovation
DESCRIPTION
Presentation by the Business Victoria Online Unit, Department of State Development, Business and Innovation, 31 July 2013TRANSCRIPT
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A case for digital innovationfurther
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Introduction
3 Sections by 3 Speakers
3 experts
Interactive
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• Choose your platform wisely• Evidence is your best friend• The end is the beginning
Opportunity for change
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Our replatforming mascots
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Business Victoria 1996
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The audience – who are they?
• 529,690 SMEs in Victoria
• SMEs represents 96% of all businesses in the State
– 95% of SMEs are connected to the internet– 90% of SMEs use internet for research – 70% of SME’s will have a Smartphone or tablet by 12/2012
SME count based on ABS Data June 2012Use of the Internet based on Sensis E Business Report 2011
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The stakeholders
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Business Victoria - 2012
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The process
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• Do a prototype • Move as fast as you can but anticipate
procurement delays• Training and early access is important
Advice for others
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Business Victoria - now
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More design flexibility
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Was it a success?
Since launch the website gained 300 new fans - 78% increase from prior months
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Mobile
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• What needs are we trying to meet – what do business want?
• The content evolution- building it.
• Getting it out there – do they come?
Meeting business needs
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What are we offering
The online link between business and
the Victorian Government
Easier compliance
with regulation
Help to solve problems
Improve skills to enable growth
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Integrated offering
Social media
E-UpdateFollow up packs
Partners
Business Victoriawww.business.vic.gov.au
Mobile m.business.vic.gov.au
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Our users are: • Busy running and starting their businesses • Suffer from information overload
Our challenge is to ensure that our content is :• Timely and relevant • That we are a trusted source
What we know about our users
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The migration process enabled us to see the content with fresh eyes.
It was clear that this was the beginning of our journey and not the end.
• Review of content criteria• Upskilling of staff – focus on best practice (UX)• Refresh of approach to developing content• Introduction of subject matter experts as part of the content development process• Distributed authoring • Improved use of analytics
The content evolution- building it
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Content criteria
Business Victoria content must meet one of the 3 objectives
• Compliance
• Skills
• Solving problems
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Content criteria
Business Victoria will add value to our users in one of the following ways.
the source of the information.
providing the context to the information along w/related links, but it’s owned by someone else.
providing an overview of the process in which the information belongs.
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User Experience and SEO training
Training 1• User Experience Fundamentals •SEO Fundamentals
Training 2 Content for the Web Workshop
Training 3 User Experience fundamentals (advanced)
Training 4 :User Journeys and Personas
Training 5 :Web metrics fundamentals
Upskilling Staff
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Introduction of subject matter experts
• Put together the a content development advisory panel.• Gave us structured and quick access to
– Freelance writers– Subject matter experts
• BV identified the need and played the role of the web publisher.
Result was we could get new content up quicker and focus on the operational side of the website.
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Distributed authoring
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New ways to present content and seek feedback
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Improved use of analytics
KPIs
Shares & referrals
Analytics
Internal & external feedback
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Distribution framework
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Before
Did they come?
After
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SEO/SEM
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E-Update
• Open rate July 2013 48.4%
• Introduced segmenting
• Made more mobile friendly
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• overall results for 2012-13• what we've learned • next steps
No rest for the wicked
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Overall results so far
KPI Target ResultBusiness Interactions (BP3)
495,000 736,000
Online Subscribers (BP3)
70,000 70,000
Visits 1.4 million 2.92 millionMobile website visits 130,000 500,000Customer satisfaction
BV users are more satisfied with Victorian Government support then non-users (61% vs 38%
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• Skilling staff makes a difference eg. through SEO training SEO moved from 28% in August 2012 to 40% in October 2012.
• Importance of mobile - target 130,000 to actual 500,000.
• Everyone needs to know how to do online eg. moving print to online still an education role.
• Never over – continuous.
What we've learned
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• Mobile insight research.• Responsive design.• Improved integration with others across
Government.
Next Steps
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Contact details
Vendors
Mark Armstrong Managing Director First Click Consulting [email protected] Fiona MeighanBusiness [email protected]
Business Victoria Online
Emma Cameron Senior Content Manager [email protected]
Megan Vassarotti Online Editor [email protected] |
Stacey KayeCustomer Experience [email protected]