Moving Paper Processes to More Cost-Effective Online Usage
Transcript of Moving Paper Processes to More Cost-Effective Online Usage
“Moving Paper Processes to More Cost-Effective Online Usage "
@Liz_AzyanLGEOResearch.com
Local Government Engagement Online ResearchBirmingham Science Park Aston
22nd September 2010
Why do we need to reduce
paper processe
s?
How did YOU start your day?
How do you start your day?
About 25% of what the people in our
world throw away is made of paper.
About 25% of what the people in our
world throw away is made of paper.
Ref: http://www.listfied.com/15-really-interesting-and-useful-facts-about-paper
198
Ref: www.software-partners.co.uk/index2.php?option=com_content&do_pdf=1&id=88 paper usage facts uk
Ref: http://www.listfied.com/15-really-interesting-and-useful-facts-about-paper
London offices churn out three and a quarter million tonnes of office and printing paper a year.
Ref: www.software-partners.co.uk/index2.php?option=com_content&do_pdf=1&id=88 paper usage facts uk
Ref: www.software-partners.co.uk/index2.php?option=com_content&do_pdf=1&id=88 paper usage facts uk
Why we need to use less paper! Some paper facts…
According to recent estimates, the paper industry is the 4th largest contributor to greenhouse gas emissions in the world.
VS
Ref: http://www.listfied.com/15-really-interesting-and-useful-facts-about-paper
RAGS make paper PAPER makes money MONEY makes banks
BANKS make loans LOANS make beggars BEGGARS make RAGS
RAGS make paper PAPER makes money MONEY makes banks
BANKS make loans LOANS make beggars BEGGARS make RAGS
Ref: http://paperproject.org/paperfacts.html
The council paper headlines
Office paper waste
Each person in an office on average uses 2.5 pounds of paper
each week.
Each person in an office on average uses 2.5 pounds of paper
each week.
The average office worker generates between 120 - 150 pounds of recoverable white
office paper a year.
The average office worker generates between 120 - 150 pounds of recoverable white
office paper a year.
Americans discard 4 million tons of office paper every year -- enough to build a 12 foot high wall of paper from New York to
California.
Americans discard 4 million tons of office paper every year -- enough to build a 12 foot high wall of paper from New York to
California.
Ref: http://www.lisashea.com/lisabase/aboutme/paperusage.html
PAPER COSTS MONEY!
….and not good for the environment!
How can we stop using paper to keep
records, or distribute information?
How can we stop using paper to keep
records, or distribute information?
Cuts costs with effective digital communications
Digital communication has forever changed
The old way of speaking to citizens has shifted...
From Push...
Websites, direct mail, radio, TV, streaming audio and video sources…
...to Pull...
Search, Blogs, SMS, RSS, cellphone calls…
...to Engagement and Sharing
Social, Conversations, Participation, Feedback, UGC
Government services used to be discussed only here…
This is Camden Council by the way …
...Now it’s discussed here.
By your customers... Not just your website, local newspaper or communications team!
A new conversation has begun…
Participate or get left behind.
• Word of mouth• Conversation participation• Customer engagement• Customer feedback• Develop credibility• Build reputation• Humanise• Entice / Trigger
- Convey opinions and solicit feedback
- Exhibit news, capabilities and expertise
- Provide real-time news and conversation
- Win friends and influence people
…and more
‘Word of mouse’…
Emerging conversation channels
What it can do…
IMPLICATIONS?
Let’s consider the implications
• You deliver services and influence it.• You help shape it.
• But, you do not control it.
Let’s consider ALL the implications
• You have 24/7 insight, in real-time.• More (and less costly)
methods of engaging.• Thousands of
people who can and will carry your message forward.
The power of social media• In 2008, 33% of online users were monthly users of social
networks1
• Social network users are, on average, connected to between 150 and 200 friends3
• 40% of email participants use social sites to gather product information and recommendations4
1. “Social Media Consumption” – Jupiter Research, September 23, 20082. “Social Technographics, Mapping Participation in Activities Forms the Foundation of Social Strategy,” Forrester Research, April 2007 3. “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” by Ellison, Steinfield and Lampe:
Department of Telecommunication, Information Studies, and Media Michigan State University; 2007 Journal of Computer-Mediated Communication 4. “Targeting Influential E-mail Subscribers,” JupiterResearch, July 2008
So is e-mail dead?
What happens online?
• 92% of adult Internet users send or read email — far more than regularly visit any social network*
• According to The Direct Marketing Association and CMO Council, email marketing outperforms virtually all other media in terms of ROI**
• Email delivers one of the lowest costs per order and 2-times the ROI of any other digital channel**
*Pew American Life & Internet Study**AberdeenGroup
Email is alive and well
EMAIL COMMSOld school
Dead
Dull, Boring
SOCIAL MEDIA
New school
Alive
Shiny, Exciting
SOCIALMEDIA
EMAILCOMMS
If they were countries…
#3 #1
500 million users
http://www.facebook.com/press/info.php?statistics
How many people have email?That makes a tad more than one in
every five persons on the earth use email
That makes a tad more than one in
every five persons on the earth use email
247 billion messages per day means more
than 2.8 million emails are sent every
second.
247 billion messages per day means more
than 2.8 million emails are sent every
second.
Ref: http://email.about.com/od/emailtrivia/f/how_many_email.htm
How much is a BILLION in time?
Metallica9,017,782 fans
Metallica9,017,782 fans
Guns n’ Roses2,542,688 fansGuns n’ Roses2,542,688 fans
So, Email Engagement…
What’s all the fuss?
Social Media Explosion
Mobile / Small-Screen Devices
Citizens as customers have the Last Word
The customer-led and social revolution has ushered in…
…the need for government to better Engage with their citizens…
..and Deliver the
Right Message
at the
Right Time
Because Hope is Not a Strategy
How to increase website usage/traffic?
Take a leaf from Google, be more open and social….
Open Government Goals
SO, HOW DO WE BECOME OPEN AND SOCIAL?
SO, HOW DO WE BECOME OPEN AND SOCIAL?
1998 2006 2010
Digital communication has become moreopen and social
can be creative and
HOW A BURRITO CAN TEACH US HOW TO MAKE OPEN SOCIAL ‘SIMPLES!’
http://www.youtube.com/watch?v=S-H-p5dA5N4
OPEN SOCIAL DONE RIGHT….
Millennials are just as likely as most older generations to use e-mail regularly Millennials are just as likely as most older generations to use e-mail regularly
Text messaging is more likely to challenge e-mail than social media will
Customer Usage
The death of e-mail has been exaggerated.
Communications are more open and increasingly involve social media.
Customers want to share opinions about brands.
Social may not be as big a threat to e-mail as text messaging.
Sharing is shifting
5 billion pieces of content shared every day Users send more traffic to news sites than Google
News does (Hitwise, March 2010)
86% of sharing activity still takes place via e-mail, with 10% on Facebook and Twitter
Twitter offers enormous reach potential, but e-mail leads in conversions (Q3 2009)
Among social media sites, Facebook leads in sharing 44% used Gigya widget to share on Facebook;
29% shared via Twitter (February 2010)
Creating links between social media and e-mail marketing provides more ways for people to share
How to multiply the sharing opportunities
Its all about having a strategy….
Add “share with your network” links to e-mail messages.
Use analytics to understand:1. Who is sharing? 2. How are they sharing?3. What happens next, after message is passed along?
Customize/segment your e-mail AND social media messages to encourage your best advocates to share even more and extend your reach.
Court your best e-mail customers and encourage them to become fans or followers in social media.
Then provide them with the tools to share their knowledge and their passion.
Use analytics to segment lists and send targeted communications that inspire commenting and sharing.
How to give a broader platform for advocates
Shift the control to the customer
Use the combination of e-mail and social media to provide multiple ways for customers to interact with your services.
Government interactions in social media may be less likely to be perceived as spam.
“The great thing about social media is it’s completely permission based. Consumers can just unfollow or unfan you and they’ll never see you again.”—Kristin Hersant, StrongMail
Key Takeaways: Customer Usage
E-mail remains a powerful way to reach customers, even as they spend more time with social media.
Younger Internet users still use e-mail, but their communications are spread across several channels, making it more challenging to reach them.
Key Takeaways: Maximizing the Connection
If you haven’t started integrating e-mail and social, now is the time.
“Share with a friend” is only the first step.
You must also analyze sharing behavior, find their best advocates and understand how their e-mail and social media lists compare.
Give citizens multiple avenues to interact. Some may want alerts via e-mail, others via Twitter.
Collaborate and Share
• Leverage Partner Success• Leverage Events – Snow, Ash, Flu• Build a Sticky Audience & Extend Reach
30% Increased in Consumption 0% Additional Effort
CollaborationWidgets Social MediaRSSeMail
January Snow
Collaboration
Results • Highways Agency – 50% Increase in Daily Subscribers• Met Office – Additional 15,000 Subscribers• Driving Standards – Just Launched – 0 to 12,000 Subscribers 1 Month• And they’re still Subscribed
Engaging citizens online by offering information specific to them
Integrating Social Media With Email / Wireless Subscriptions
Step 1: Offer Social Media Content as Subscription Option through GovDelivery (be sure to link subscription option to RSS feed on Social Media Website)
Step 1: Offer Social Media Content as Subscription Option through GovDelivery (be sure to link subscription option to RSS feed on Social Media Website)
Social Media Integration Overview
Step 2: Publish to either Social Media sites or GovDelivery
Step 2: Publish to either Social Media sites or GovDelivery
Step 3: RSS feeds created, GovDelivery picks up change and sends email to your subscribers – OR – GovDelivery sends
email to subscribers and simultaneously posts to social media sites
Step 3: RSS feeds created, GovDelivery picks up change and sends email to your subscribers – OR – GovDelivery sends
email to subscribers and simultaneously posts to social media sites
Social Media Integration Overview
Email Generated from Parliament YouTube Channel
Email Generated from Parliament YouTube Channel
Email Generated from Parliament Flickr Account
Email Generated from Parliament Flickr Account
Integrate and Cross Promote Channels
Headline Statistics (whole site since launch)Total Subscriber Profiles 3,489 (246 SMS)Total Subscription Topics Offered 78Bulletin sent to unique recipients 23,595Unique Email Opens 7,640 (32%)Unique Links Clicked per message 4,903 (22%)
http://www.dartford.gov.uk/
Endless Possibilities for Using Channels Together
http://www.youtube.com/watch?v=6B9TmzLBSuw
PERSONALISATION IS….
http://www.lgeoresearch.comhttp://www.twitter.com/liz_azyanhttp://www.facebook.com/LGEOResearchhttp://lizazyan.posterous.comhttp://uk.linkedin.com/in/[email protected]
……OR JUST GOOGLE ME! THANK YOU FOR COMING!