2012 Missouri Digital Government

SummitJune 13, 2012

Citizen Engagement

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Introductions… Session Presenters: 

Steve Cusumano, WebmasterInformation Technology Services DepartmentState of Missouri  Dave Hoyt, Corporate Vice PresidentStrategy and Solution DeliveryDaugherty Business Solutions Carol Morgan, Senior Vice President & Regional ManagerSt. Louis Branch and Public SectorDaugherty Business Solutions  Jonathan Steffens, Project CoordinatorInformation Technology Services DepartmentState of Missouri

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Objectives and Agenda

Agenda:

• Basis and summary of our perspective.

• Context for considering the opportunity.

• Perspective on the evolving approach for capturing the opportunity.

• Specific, local examples of success – State of Missouri

• How successful organizations are starting the next chapter of the evolution.

Objectives:

• Provide context and input to your organizations journey toward Digital Citizen Engagement.

o Right-sizing your investments.

o Optimizing the impact your investments.

Carol Morgan

Steve CusumanoJonathan Steffens

Dave Hoyt

Steve CusumanoJonathan Steffens

Dave Hoyt

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Basis for our perspectives

Strategy Development &

Alignment

Workforce Change

Management

Technology Solutions

Process Optimization

• Business Strategy Decomposition

• Consumer connection strategy

• IT Strategy

• IT Strategy

• Merchandising Strategy

• Fleet Strategy

• CMMi Level 5 training

• eBusiness and eCommerce

• Mobile/Wireless Computing

• Business Intelligence and Data Warehousing

• Internet Development• Financial Management

Application• Web Application• Procurement Implementations

• B2B Transaction Architecture

• Mobile/ Wireless Solutions• Enterprise Data

Warehouse• Business Intelligence

• Data Warehousing and Analytics• PMO Implementation

• Architecture Planning• Workflow Analysis/Software

Selection

Business Results

• Sales & Marketing Business Competitive Benchmark

• Workforce Management

• Wholesaler Training• Capital Eng. Processes

• Sales & Marketing Blueprint

• Consumer Segmentation

• BPM Methodology

• Export Shipping

• Fleet Operations

• Sales & Marketing Process Design

• Transportation Management

• Raw Materials• Inbound Logistics• Consumer Engagement

Strategy

• Cross-channel, digital engagement strategy

Leveraging experience across the commercial and public sectors…

• Mobile Business Compatibility Benchmark

• Mobile Loyalty Program Non-Disclosure

• Mobile/Cloud-basedPayment Solutions

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Podcasts √Blog √ √√

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State of Missouri - Perspective

Citizen Apps

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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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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 wayso Gather Citizen sentiment or inputo Interact/Transact in new wayso Publish information

• How many are actively/effectively using the following tools to do so…o Web-siteso Social Media – Facebooko Social Media - Twittero Mobile Applicationso Segmenting and targeting specific Citizens for specific interactions

How many have a well developed a Digital Citizen Engagement strategy/plan?

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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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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.

Proprietary to Daugherty Business Solutions – For Confidential Review

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We can leverage commercial sector lessons learned…Mobile Applications integrated with Social Media and

eCommerce

Interact & Transact on Mobile App

Share via “Social Media”

Direct Link to take “Action”

Promotion• Target Marketing (e.g. Coupons)• Loyalty Programs• Personalization• Increase Traffic In-store •with Geocoding

• On-device Purchasing via 3rd Party - PCI Compliant

• Direct connection via mobile apps and web browsers to purchase

On-Site Execution

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However, we still have work to do…

Fragmented starting point

Use of Web-sites

Use of Mobile

Use of Social Networking/Media

Leveraging 3rd Party Social Networks

Content Management

Integrated Strategy

Typical PublicSector Status

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Convergence Of Trends & Drivers

Rapidly Evolving LandscapeMaturing Technology• Technology Maturation and adoption

• CRM & Database Marketing• Enterprise Content

Management• eCommerce• Mobile Computing• Cloud Computing• Social Media• Advanced Analytics &

“Big Data”• Business Process Management• Master Data Management• M2M(Machine to Machine)

• Technology commoditization• Technology standardization and

interoperability

Individual Behavior• Conditioned “Consumer” expectations• Expectation referral (personal to org.)• One to many communication culture• Seamless socialization trends• Rapid propagation of messages (+/-)• Visual Storytelling

Citizen Engagement/Personalization• Continued evolution of the “Citizen

Engagement Science”• Ability to leverage these repeatable

methodologies as a framework to appropriate engage with the right technology tools

• Advancing segmentation techniques with sophisticated predictive analytics and personalized offers

Available Information• Proliferation of content• New sources of integrated data• Enterprise Information

Management techniques

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Barriers/Challenges/Opportunities

Increasing CitizenExpectations

Growing Adhoc Requests For

New Technologies

Digital Engagement

Moving Beyond Experimental

Maturing Technology

Individual Behavior

Citizen Engagement& Personalization

Available Information

Rapidly Evolving Landscape

Barriers /Challenges/ Opportunities

Can be dangerous based on amplified impact and presumed peer credibility

Expectations around point of need

Demands a new level of alignment between agency objectives, interaction techniques and technology tools

Requires a willingness to consider new roles and interaction processes

Alignment to policy considerations (e.g. FOIA)

Integrated technology requires budget and new skills

Difficult to quantify benefits

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Developing a Digital

Engagement Strategy

Barriers/Challenges/Opportunities

Rapidly Evolving Landscape

Barr

iers

/C

halle

nges/

Opport

unit

ies

RealImpact

Improved agency impact

& Citizen satisfaction

Increasing CitizenExpectations

Growing Adhoc Requests For

New Technologies

Digital Engagement

Moving Beyond Experimental

Maturing Technology

Individual Behavior

Citizen Engagement& Personalization

Available Information

Deliberate Focus on High

Impact Opportunities

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Attaining a real impact…

• Providing Public Informationo Required noticeso “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/Transactionso “Customer Service & Support”

• Engaging Citizens in co-creating services

• Fraud Detection

• Consistent Citizen experience across interactions typeso (office, phone, web, mobile, social media, etc…)

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Emerging Technologies

Citizen Facing Applications:• Publish oriented Web-sites for

providing public information

• eCommerce Web-sites for Interaction and Transaction

• Mobile Computing

• GIS Services

• Social Media

Key Enablers:

• Enterprise Content Management

• Database Marketing

• Advanced Analytics & “Big Data”

• Master Data Management

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Inform your Audience

o Facebook Pages

o Twitter

o Blogs

o Wikis

o Social-Centric Services

Social Media in Government..

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Inspire Activism

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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 Reportingi.e. Fraud, Traffic, Social Services

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Key Success Factors

• Pick the right solution for each engagement…o Audienceo Techniqueo 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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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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It Can Be Complicated..

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Approaches to simplify the plan…

A Digital Citizen Engagement Strategy can be used to right-size and optimize your investment.

Representative Approach• Target the highest potential opportunities

• 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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Connect with Us

Presenters Follow Us

Steve.Cusumano@oa.mo.govProject Coordinator – State of Missouri ITSD

@SteveCusumano

Jonathan.Steffens@oa.mo.govProject Coordinator - State of Missouri ITSD

@JonSteffens

Dave.Hoyt@daugherty.comCorporate Vice President– Strategy and Solution Delivery

@DaveHoyt01tel: 314-432-8200

Lee.Metcalf@daugherty.comVice President – Public Sector Division tel: 314-432-8200

Carol.Morgan@daugherty.comSenior Vice President & Regional ManagerSt. Louis Branch and Public Sector

tel: 314-432-8200