Business Victoria Online: A case for further innovation

A case for digital innovationfurther

Introduction

3 Sections by 3 Speakers

3 experts

Interactive

• Choose your platform wisely• Evidence is your best friend• The end is the beginning

Opportunity for change

Our replatforming mascots

Business Victoria 1996

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

The stakeholders

Business Victoria - 2012

The process

• Do a prototype • Move as fast as you can but anticipate

procurement delays• Training and early access is important

Advice for others

Business Victoria - now

More design flexibility

Was it a success?

Since launch the website gained 300 new fans - 78% increase from prior months

Mobile

• 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

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

Integrated offering

Social media

E-UpdateFollow up packs

Partners

Business Victoriawww.business.vic.gov.au

Mobile m.business.vic.gov.au

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

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

Content criteria

Business Victoria content must meet one of the 3 objectives

• Compliance

• Skills

• Solving problems

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.

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

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.

Distributed authoring

New ways to present content and seek feedback

Improved use of analytics

KPIs

Shares & referrals

Analytics

Internal & external feedback

Distribution framework

Before

Did they come?

After

SEO/SEM

E-Update

• Open rate July 2013 48.4%

• Introduced segmenting

• Made more mobile friendly

• overall results for 2012-13• what we've learned • next steps

No rest for the wicked

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%

• 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

• Mobile insight research.• Responsive design.• Improved integration with others across

Government.

Next Steps

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]