Presentation by the Business Victoria Online Unit, Department of State Development, Business and Innovation, 31 July 2013

1. A case for digital innovation
further

2. Introduction
3 Sections by 3 Speakers
3 experts
Interactive

3. • Choose your platform wisely
• Evidence is your best friend
• The end is the beginning
Opportunity for change

4. Our replatforming mascots

5. Business Victoria 1996

6. 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 2012
Use of the Internet based on Sensis E Business Report 2011

7. The stakeholders

8. Business Victoria - 2012

9. The process

10. • Do a prototype
• Move as fast as you can but anticipate
procurement delays
• Training and early access is important
Advice for others

11. Business Victoria - now

12. More design flexibility

13. Was it a success?
Since launch the website gained
300 new fans - 78% increase
from prior months

14. Mobile

15. • 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

16. 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

17. Integrated offering
Social media
E-UpdateFollow up packs
Partners
Business Victoria
www.business.vic.gov.au
Mobile
m.business.vic.gov.au

18. 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

19. 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

20. Content criteria
Business Victoria content must meet one of the 3 objectives
• Compliance
• Skills
• Solving problems

21. 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.

22. 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

23. 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.

24. Distributed authoring

25. New ways to present content and
seek feedback

28. Improved use of analytics
KPIs
Shares &
referrals
Analytics
Internal &
external
feedback

29. Distribution framework

30. Before
Did they come?
After

31. SEO/SEM

32. E-Update
• Open rate July 2013 48.4%
• Introduced segmenting
• Made more mobile friendly

33. • overall results for 2012-13
• what we've learned
• next steps
No rest for the wicked

34. Overall results so far
KPI Target Result
Business Interactions
(BP3)
495,000 736,000
Online Subscribers
(BP3)
70,000 70,000
Visits 1.4 million 2.92 million
Mobile website visits 130,000 500,000
Customer
satisfaction
BV users are more satisfied with Victorian
Government support then non-users (61%
vs 38%

35. • 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

36. • Mobile insight research.
• Responsive design.
• Improved integration with others across
Government.
Next Steps

37. Contact details
Vendors
Mark Armstrong
Managing Director
First Click Consulting
marmstrong@firstclickconsulting.com.au
Fiona Meighan
Business Director
HeathWallace
fiona.meighan@heathwallace.com
Business Victoria Online
Emma Cameron
Senior Content Manager
emma.cameron@dsdbi.vic.gov.au
Megan Vassarotti
Online Editor
megan.vassarotti@dbi.vic.gov.au |
Stacey Kaye
Customer Experience Manager
stacey.kaye@dsdbi.vic.gov.au