co-government

1 Thomas Jefferson Memorial: Closed Due to Government Shutdown © NPCA Photos CC BY-ND 2.0

Jordi Graells i CostaBarcelona, October 2014

@jordigraells graells.cat slideshare.net/jordigraells

Co-Government

2‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

1. Marketing

3‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

Marketing: a new point of view with Philip Kotler

‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0


The customer at the heart of strategy

‘Co-government’. Jordi Graells i Costa. Barcelona, october 2014 CC – BY 3.0

http://cliptank.com/history-painting-famous-answers.html


All the current series of marketing guidelines...


1. 1,7 seg = Time that a consumer looks at a product, according to advertisers.

2. Competition is not the only price.

3. Sensorial Marketing = visual, auditory, tactile or olfactory stimuli.

4. Intuition is based on the success or failure of previous purchases.

5. Brands interact with customers through social networks.

6. Products have to provide a benefit to the customer or for the planet.

7. The surprise captures consumers.

8. Million consumers exposed to TV ads throughout life.

9. Consumers repeat if shopping means a moment of pleasure.

10.When buying, emotion is 90% of purchase decisions.

11.Companies choose to create with customer. Shared experiencies of client + brand.

12.The company's reputation is the differentiating factor.

?


... which ones are useful for public services?


A new marketing model is born: co-creation

Internet + Social Networks = co-creation

8

Now the technology is more open, social and mobile. It’s closer to people, and we can do a lot of things with it.



2. Co-creation


Bright people are people outside the company


«Most of the bright people don't work for you– no matter who you are. You need a strategy that allows for innovation occurring elsewhere».Bill Joy (Sun Microsystems)


Latest marketing trends


Marketing trends:

1.Ethnomarketing. It studies consumers in their natural habitat. It’s difficult to apply because the consumer has become multifaceted and chameleonic.

2.Positive Marketing, Social Marketing or Responsible Marketing. The company shows that it has customer values and it makes the customer (as a partner) feel that if he buys the product, he is doing something good.

3.Neuromarketing. Only 10% of buying decisions are neural; other decisions are the result of Neuroscience.


The goal of marketing


To establish a regular and constant relationship with the costumer.


Current Marketing


What is it?

1.Shopping experience shared with the client and in his own way.

2.Branding reputation. To reach people by attitude: open, ethical, transparent, innovative.

#brand


Examples


In improving the shopping experience, emotions drive consumer behavior.

•KLM: Meet&Seat

•Illa Diagonal: shopping without music

•Burger King: aroma of grilled meat

More examples:

•Lays. Cash prize and a percentage of sales, for the contribution of ideas.

•Banc Sabadell. Ideas contributed by customers.

•Starbucks. Website of Ideas. 280 ideas implemented. Customers already inspired products of Ikea, Lego, Heineken, BMW, Zara, Procter&Gamble.


But the consumers are changing


Consumers are probably tired of corporate marketing policies.

Instead, they appreciate responsible pricing policies, concern for the environment and companies actively listening to their problems.


What does co-create mean?


Co-creation is a form of economic strategy that emphasizes the generation and ongoing realization of mutual Company-Customer value. It views markets as platforms for firms and active customers to share, combine and renew each other's resources and capabilities to create value through new forms of interaction, service and learning mechanisms. It differs from the traditional passive consumer market of the past.

And co-production is the phase after co-creation. But here we still talking about co-creation, to simplify it.


Value of co-creation


• Economic. It is a clear saving model

• Loyalty. The client feels part of the company.

• Information / knowledge (the most relevant). The company receives information without intermediaries..


3. Co-creation in the Government


And in the Government?


Citizens have to live their own User Experience in the public services too.


Action plan for co-creation

The action plan has to contain the technological platform, the governance model and operations for developing.

Common aspects in the projects:

•Objectives, users, legal, operational, release, technology, integration, analysis, communication, social networking, other channels.

Other different aspects:

•Ideas, evaluation, voting, lifecycle, incentives.!


How can they live Citizen Experience as users?

• They feel part of the services model management.

• Services have to be more useful for citizens. They are now more educated and changing.

• Citizens perceive the Government as open, ethical, transparent and innovative.

• These values have to improve the brand reputation of Government.

• Citizens provide information to the Government to managepublic affairs better.

• All this helps to reduce costs.


Co-creation in the Government

1. Internal co-creation. Innovation by collaborative strategies.

2. External co-creation. The case of open data websites and crowdsourcing initiatives.

3. Internal-External co-creation. Networks of civil servants in society.

4. Internal co-production.

5. External co-production.


1. Internal co-creationCoP Public Health Agency of Catalonia Or CoP Compartim [Let’s Share] program

Or ‘Aula Virtual’ EAPC


2. External co-creation 1/2 Open data websites

Government / Administration

Datasets

Open services

Reusing actors

Products / frameworks

Infomediaries

Companies

Governments / Administrations

Socialentities

Mobile services

Socialmedia

Websites

All kinds of products and services


2. External co-creation 2/2 Other initiatives


3. Internal-external co-creation

Civil servants’ networks, like VOST, XIP.


4. Internal co-production

App gencat to measure the coverage of mobile services.


5. External co-productionUniversity of Central Lancashire, UK: saving lives by drones www.smartdrones.fr/en/quand-le-drone-le-crowdsourcing-peut-sauver-des-vies/002572

Street Bump (Boston): Mobile app collects data about the smoothness of the ride; that data provides the City with real-time information it uses to fix problemswww.cityofboston.gov/DoIT/apps/streetbump.asp

Citizen apps (Barcelona, Sant Cugat V, Londres…) To identify urban incidents so they can be repaired www.fixmystreet.com


4. In conclusion


Service value

The key is the value proposition of the service.

performances emotions

cost discomfort insecurity

x

x x


Citizen mobile sourcing

+ =Revolution in the innovation

of public services


Co-creation and co-production leads to Co-Government

Government can co-create and co-produce meanly through:

1.Open data = Open Governments.

2.Social networks = Government in network.

3.Mobile services = Government on the mobile.

33 Thomas Jefferson Memorial: Closed Due to Government Shutdown © NPCA Photos CC BY-ND 2.0

Jordi Graells i CostaBarcelona, October 2014

@jordigraells graells.cat slideshare.net/jordigraells

Co-Government

Thanks!

co-government

Government & Nonprofit