charlotte morton, google uk, mediacom engage 19/05/10

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The Power of Digital for the Public Sector

Charlotte MortonPublic Sector TeamGoogle UK

19th May l 2010

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Communication

Delivery

Policy Making

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Policy making

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Assess, Plan, Measure

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Digital: A database of intentions

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How serious is the issue of cyber bullying? G

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What search terms are associated with the issue?

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Tim

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What news and views have been associated with the issue in the past?

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Ale

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What are the latest news and views associated with the issue?

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How can we influence future teachers?

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New

s/B

log

Sea

rch What do they think about the issue?

“This can only lead in one direction and that is that teachers will overstep the mark and use violence against children of all ages, then provide an excuse that fits with the guidelines.”

“Spare the rod and spoil the child”

“Far too many parents rely upon teachers to discipline and bring up their children as it is so no wonder that these kids have so little respect for authority and react so badly to discipline.

“That the teachers need training and permission when [they] fall out of line is the main story here.

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How much interest is there around the issue?

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Insi

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Ad

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How can we improve the Early Years development policy?

YouTube as a focus groupWebsites as audience insights

Who is my audience? Where can I reach my target audience?

How large is my target audience on YouTube? Which videos do they watch?

What is my audience’s demographic profile? How do they discover my content?

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Consult

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Collaborate & Share

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Democratise data

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Database of intentions

Music

Bike

Camera

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Communications

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“nurseries”22k per day

“internet safety”4k per day

“bullying”22k per day “youth crime”

1k per day

“Sure Start”15k per day

“childcare”27k per day

“school meals”1k per day

“child poverty”2k per day

“child adoption”1k per day

“foster care”2k per day

“day nursery”10k per day

“childminders”9k per day

“find school”1k per day

“teaching”136k per day

“primary school”167k per day “every child matters”

6k per day

“national curriculum”8k per day

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Influencing behaviour change

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PRE-CONTEMPLATION

CONTEMPLATION PREPARATION ACTION MAINTENANCE TERMINATION

“My kids are perfectly happy in their room playing

on the laptop”

“Someone on Mumsnet said

they found their son looking at

dodgy stuff online

“I need to find out how to make my kids safe online”

“I’m going to teach my kids about online

safety and set boundaries

“I regularly remind my kids about the net code: Zip it, Flag it, Block it.

“I’m fully confident my kids are safe

online”

SafeSearch Videos

Remarketing

Education

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Move an audience from Pre Contemplation to Contemplation through targeting other related thoughts and needs

Quit Smoking First!Find help & advice to quitOrder your NHS Quit Kit todaysmokefree.nhs.gov.uk

When searching:

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Move an audience from Pre Contemplation to Contemplation through targeting other related thoughts and needs

Smokefree managed to communicate with an engaged audience who were consuming the right kind of content using targeted Pre Rolls.

When watching video:

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Move an audience from Pre Contemplation to Contemplation through targeting other related thoughts and needs

Be where your audience is and speak to them in their own

environment

Knife crime

Contraception

Stop smoking

My audience is into…. Place your message in the right environment for your audience …

Gaming

Targeting people by their interests…When surfing the web:

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Online video helps to personalise issues

Use platforms such as online video to re-frame an issue amongst a particular audience & sow the seeds for change

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Provide the tools that help your audience move from contemplating change to preparing for it: your website & services

Success stories

Practical tools to increase self-efficacy

Relevant customer journeys

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Entertain & engage with your audience

1

2And lead them to change

Provide the tools that help your audience move from contemplating change to preparing for it: other online hubs

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Build the momentum for action with niche targeting, timing & tailored messages: re-targeting

1 Through a targeted placement, a user is driven to the Act On Co2 site and is made aware of climate change issues

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Site visitor list

2. Engaged in regular browsing behaviour, the user is recognised and shown a message specific to him.

1. Google saves user info on user list.

<tag A>

2Re-targeting allows that user to be tagged and then targeted with a different message to push them through to action

Your results are saved – complete it today!

Build the momentum for action with niche targeting, timing & tailored messages: re-targeting

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Digital can also provide ongoing tools & communities to support maintenance or termination of a behaviour

Plus! Digital provides a platform for one-to-many communication – with your audience acting as your advocates and very own marketing team.

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“If you build it, they won’t come”

Service delivery

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Cost of referral + Cost of delivery

Face-to-Face

£7.81

Phone

£4.00 Web£0.17

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CommunicationToday’s technology to target and engage

DeliveryCost efficient operations

Policy MakingData-driven insights and planning in real-time