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The COI's May Race's presentation at the IAB's Digital Talent University Roadshow in Bournemouth. March 2010.
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What is it like being a digital expert at COI?
IAB Roadshow, Bournemouth UniversityMarch 3rd 2010
May Race, Sector Lead, Interactive Services, COI
Introduction
What is it like being an expert in digital at the COI?
Would you like to do something similar?
What does the Central Office of Information (COI) do? What does the Interactive Services team do?
About the people on the team. Our experience, personalities and skills What do we do?
A typical ‘to-do’ list A case study
Useful references
About the COI
“ The Government’s centre of excellence in marketing and communications ”
Interactive Services
About the COI Work with government departments and other areas across the public sector
Support comms: government, public sector < > general public
Provide consultancy, procurement and project management
Help with issues that affect everyone, from health and education, to benefits, rights and welfare, environment and transport
For example, national campaigns to help with the big expensive problems such as obesity (£4.2bn), binge drinking (2.7bn), smoking (£2.4bn) and climate change (£??bn)
What engagement activities should we use to help feed into the White Paper on informal adult learning?
How can we consult members of the public and stakeholders on potential sites for new power stations?
How do we help raise awareness of sexually transmitted diseases amongst teenage girls?
How can we rapidly gather insight on community views about neighbourhood policing?
How can we engage with children and young people on the range of proposals to develop, support and promote children’s play?
About the COI
About the Interactive Services team
Demand >>> Connection >>> Supply90 CLIENTS (approx)across different functions
• Marketing and Communications
• Policy
• Service delivery
Interactive Services
• 40 Digital Experts
• Procurement and Delivery
• Specialist and Sector hubs
100 AGENCIES on ourDigital Framework
• To deliver digital(excl. media buying)
• Other frameworks support:
media buying, TV, Press, PR, etc.
The areas we work across Campaigns
Awareness raising … Behaviour change … Recruitment …
Service delivery and information provision
Corporate communications
Supporting the policy lifecycle Citizen engagement Research and consultations
Creation and use of digital policy, guidance and standards Policy (what can be done), Guidance (how can I do it),
Standards (how can it be done well) Such as accessibility, usability, evaluation Authoring and advising
Online Consultations
CampaignWEBSITES WIDGETS
Listening and Monitoring:
DASHBOARDS
GAMES
Display Ads
CROWDSOURCING
Community Engagement
ETC…
Partnerships online
MOBILESMS / MMS / WAP sites / Location
based Services / Apps
DATA Mash-ups
Corporate sites
Our backgrounds?
Web developer
Offline, and multi-channel marketing
Journalism
Managing web application delivery
UK and International Public Sector AdministrationE-learning producer
Web designer
Commercial brand advertising
Business to Business communications
Public Sector
Digital Agencies
Graphic design / fine art
Project/Programme/AccountManagement
Managing software delivery
Managing game delivery
Managing online service delivery
Managing onlinepublication projects
Recruitmentadvertising
Business Management
DigitalProduct management
Business / Finance …
Film production
Our personalities and attributes?
Our to-do lists…Face to face …
Meeting clients
Meeting at media buying agency for a new Dept. for Transport campaign about driving less to reduce CO2 emissions
Meeting at Dept. for Energy and Climate Change to discuss digital strategic planning on the ACT ON CO2 campaign
Back at COI
Meet with the the Interactive Services Evaluation Working Group
Sit down with Colin to critique a storyboard for a game
Chat to Heather about her experience delivering a branded You Tube channel
Online …
Read about reaction to COI’s best practise paper on Behaviour Change
Read and update Twitter
Share results from lessons learned workshop
Our to-do listsAt my desk …
Review six week election period and what it means for ACT ON CO2 channels
Provide feedback on the ACT ON CO2 Facebook Community Management Guidelines
Read the communications strategy for a new project
Finance actions: raise purchase orders, invoices, update budgets, timesheets…
On the phone …
Talk to the Department for Health web manager, on behalf of our client
Conference call with the User Experience expert on the Directgov Innovate team about next steps for the ACT ON CO2 Carbon Calculator
A Case Study: ACT ON CO2
ACT ON CO2: Portal
200k unique visits per month Delivered by:
ACT ON CO2: User Evaluation
ACT ON CO2: Tool
1.7 million footprints
ACT ON CO2: Display Ads
DECC Motivate campaign:
125 million impressions
200k clicks
Hit 80% of people online
ACT ON CO2: Facebook
12k Fans
ACT ON CO2: Partnerships
Channel 4 Harper Collins
ACT ON CO2: Buzz monitoring
ACT ON CO2: TV
ACT ON CO2: Press and Outdoor
References
For reference: more examples
RAF Careershttp://www.raf.mod.uk/careers/jobs/
Royal Navy Engineer Challenge iphone apphttp://itunes.apple.com/gb/app/royal-navy-engineer-officer-challenge/id339491226?mt=8
Cyberbullying, Facebook page, 100k fanshttp://www.facebook.com/EndCyberbullying?v=wall
Young people and Alcohol, Facebook apphttp://apps.facebook.com/whyletdrinkdecide/
Autism Consultationhttp://adultautismstrategy.dialoguebydesign.net/
Smokefreehttp://smokefree.nhs.uk/
For reference: skills & knowledgeOur skills Strategic thinking Requirements gathering Writing creative and technical briefs Procurement expertise Robust project management Managing agencies Managing teams to work collaboratively Supporting creative collaboration Reviewing and critiquing deliverables, including creative, project management documentation Testing technical solutions Training, coaching, facilitation Evaluating success and optimising, setting Key Performance Indicators Networking, building partnerships Being proactive and innovative Presenting and demonstrating Etc…
Our knowledge General knowledge across all areas of digital Specialist digital expertise Through the line knowledge The digital industry and suppliers Government and the public sector The COI and its services Digital and project management standards Understanding delivery approaches Specialist sector knowledge Standards and best practise Etc….
For reference: some resourcesCOI Web Standards: helping us do it really well
Usability Toolkit, Cost, Usage, Quality, Mobile … http://www.coi.gov.uk/guidance.php?page=188
Digigov blog http://coi.gov.uk/blogs/digigov
Engaging Through Social Media www.coi.gov.uk/guidance.php?page=264
Some peers & pioneers http://www.coi.gov.uk/guidance.php?page=264 Ross Ferguson http://basiccraft.wordpress.com/ Dave Briggs http://davepress.net/ Andrew Stott: http://blogs.cabinetoffice.gov.uk/digitalengagement/ Steph Gray http://blog.helpfultechnology.com/ Dave McCandless http://www.informationisbeautiful.net Talk About Local http://www.talkaboutlocal.org
