Multi-channel distribution and integrated communication

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1 Multi-channel distribution and integrated communication Dr. Hilmar Westholm Institute for Information Management Bremen GmbH (ifib) at the University of Bremen E-Government Academy 9 - Kortrijk, 28th March 2006

2 Content Understanding, objectives and tasks of media integration and multi-channel distribution Integrated use of various functions of the media Target group-related and issue-related delivery channels and media (with examples) Relevance of channels and means of communication for service delivery & communication Conclusions & theses

and issue-related delivery channels and media (with examples) Relevance of channels

3 Multi channel distribution Term from marketing: How to sell products via different channels, e.g. shop, catalogue, internet, etc. Translated to governmental processes: How to deliver public services ( products ) in a target group-oriented way, e.g. at the counter in an agency, via an agent, via postal mail, via telephone, via the internet (portal, ); also combination of channels between different steps of a business process; citizens have to use specific services; contrary to the business sector, government has to reach every citizen!

vernmental processes: How to deliver public services ( products ) in a targe

4 Example of a governmental business process production Backoffice (only government) Frontoffice (government & clients) consultancy input booking preparation archiving payment notification (result)

5 Delivery channels Agencies & agents Telephone, call centre Internet, radio, (id)tv Letter, fax & print media

6 Multi-channel distribution in E-Government production Agencies & agents Frontoffice (government & clients) Backoffice (only government) booking Delivery channels Telephone / Call centre Internet, radio, (id)tv consultancy payment input preparation archiving Letter, fax & print media notification (result)

Delivery channels Telephone / Call centre Internet, radio, (id)tv

7 Integrated communication of / with the media Term from public relations work: Implementation of a marketing activity by a constant advertising idea combining content & form and media Translated to governmental processes: Mainly for processes to involve citizens in voluntary activities (such as formal and informal participation in planning to strengthen democracy); Target group driven; Extending the scope to a broader public Directing existing public (target groups) to another target medium

involve citizens in voluntary activities (such as formal and informal participation in planning to strengthen democracy);

8 Objectives and tasks of media integration and multi-channel distribution Backoffice: Usage of a single database for various delivery channels, avoidance of media-breaks (increase of backend productivity and effectiveness) Frontoffice: Reaching different target groups (focus on the users and their interests/behavior/benefits), Using the advantages of the different media to reach the public

productivity and effectiveness) Frontoffice: Reaching different target groups (focus on the users

9 Integrated use of various functions of the media The different media fullfil diverse user demands The different media are used in various ways The different media have various effects The different media have to be employed differently for distinguished purposes depending on whether we speak about offers of participation or service delivery

various effects The different media have to be employed differently for distinguished

10 Beneficial potentials of the media print, TV and internet Print (newspaper) Surveillance Breadth of information Depth of information (background) TV Mainly medium for entertainment Surveillance Spotlight information Being there emotional sharing Internet (WWW) (Surveillance) Networking, communication Medium for enquiry Consolidation of content

for entertainment Surveillance Spotlight information Being there emotional sharing

11 evoice s grid to assess the multi-media dialogue approach Types of participation/ Target group young people ABC young people grey young people target groups single Respond to consultation radio / SMS / (school) events / Radio / SMS / school events Street worker / Internet / Submit suggestions Attend meetings and issue-related idtv? Volunteer helper Target group-related delivery channels and media People with disabilities SMS / Letter

(school) events / Radio / SMS / school events Street worker / Internet / Submit suggestions Attend meetings and

12 Multi-Channel Distribution exemplified by a questionnaire Letter with questionnaire Streetworker with questionnaire Synthesis, interpretation Internet with questionnaire Local newspaper Local newspaper Local newspaper 1st week 3rd week 5th week ~20th week Legend: Mass or group medium Media for individual communication Non-medial communication: presencebased procedures Media integration Multi-Channelcommunikation of identical content

newspaper 1st week 3rd week 5th week ~20th week Legend: Mass or group medium Media for individual

13 Integrated communication kick-off start leap inspection consultation offers for all Leaflet process -Newsletter Leaflet Forum Online Forum internet platform Press, e.g. daily newspaper offers for certain groups m m mentors m m m m target group sportsmen Event target group senior citizens Event target group youngsters 1st week Legend: media of individual communication mass media 20th week ~##. month Non-medial Ref. Mass media on presence-based event communication: presence-based procedures Ref. Mass media / Mass media Report mass media on presence-based event

daily newspaper offers for certain groups m m mentors m m m m target group sportsmen Event target group senior citizens Event target group

14 Relevance of channels and means of communication for service delivery & communication Service delivery Communication Face-to-face: Counter F2f: Meetings, households Telephone / Call Center Telephone / SMS Internet: , Newsletter Internet: -Newsletter Internet: Portal Internet: Portal TV, idtv, Videotex TV, idtv, Videotex Radio Radio Postal Mail Postal Mail Newspapers Newspapers

15 Conclusions & theses Vertical combination of channels is more useful than simultaneous delivery of same content strength of one channel can even out weakness of other channel(s). Delivery channels have to be handled like new products on the market: high demand cannot be predicted. Contrary to the business sector, choice of channels for government is not only a question of costs & benefits but depends on the purpose and the target groups.

Delivery channels have to be handled like new products on the market: high demand cannot be predicted.

16 Thanks for your attention! Dr. Hilmar Westholm Institut für Informationsmanagement Bremen GmbH

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