charlotte morton, google uk, mediacom engage 19/05/10
DESCRIPTION
Charlotte Morton is a Government & Public Sector specialist at Google UK. This presentation was made to 50 Scottish Government Framework clients and roster agencies at MediaCom Engage in Edinburgh on the 19th May 2010, exploring opportunities for public sector organisations offered by Google and their various market tools.TRANSCRIPT
Google Confidential and Proprietary 1
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
oogl
e W
onde
rwhe
el
What search terms are associated with the issue?
Goo
gle
Tim
elin
e
What news and views have been associated with the issue in the past?
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Ale
rts
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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Key
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d To
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How much interest is there around the issue?
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Insi
ghts
for
Sea
rch What trends should I be responding to?
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Dou
bleC
lick
Ad
Pla
nner
You
Tub
e In
sigh
ts f
or
Aud
ienc
eY
ouT
ube
Insi
ghts
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