Patricia LauDeputy HeadEfficiency Unit

Objectives

• Providing a “single window” to government services and information

• Enhance user experience with value-added content

Whereare we at

• Collaborate with:

• 180 departments / NGOs

• Private sector content partners (media, cartoonists, performers, etc.)

• A baby website – about 3 years old

• Engaging the youth

• Generating content

• Leveraging technologies

A New Experience on …

• Telephone survey on >1000 youthsGathering

requirements

• Portal design competitionUser

prototyping

• Over 20 focus groups conductedWinning

prototype refined as final product

• 4 focus groups/year, online surveysOngoing

development

We engage the youth from the outset

And we are doing it differently this year

Participant’s Day Journal

Contextual Interviews & Observation Studies

led by Peer Groups

Y Party adopting Web 2.0 tools

Peer-to-Peer Discussion

…. to find out the changing expectations and behaviours of our audience

Youth.gov.hkDepartmental

Website

… our audience told us that we are different from other government websites

We have a younger look and feel …

1,000 entries

1,800 entries

… on the 1st consolidated database on government youth services

And a powerful search engine …

100 entries

From the feedback of the young people …Career-related information & activities Pop culture & icons Seasonal themes

… we develop value-added content /programs of interests to them

Blogger/ Performer

Pop star on family and love

Job Shadowing Day

JUMP Career Seminar

Mini site on Shanghai Expo

Celebrate 60th

Anniversary of Founding of PRC

To strengthen our brand …

… we leverage others expertise and brands

And to increase ‘stickiness’ …

… we organise on ground events bringing our virtual relationships to the physical world

Photo-ops at the Government House

“My Community” Photo Competition

An Odyssey of Chinese Cinema

Shanghai Expo – Go, Go, Go

To become a platform for sharing …

… youth.gov.hk has adopted RSS, Podcast, Facebook, Twitter, etc.

Study tours to the

mainlandYouth Studio with rating

function to cultivate creativity

Twitter following our bloggers

Videos on government jobs and interview tips

Virtual youth community on Shanghai Expo in Facebook

Youth.gov.hk has a mobile version

• Maintaining up-to-date, seasonal, current, topical, relevant information – both ‘bread&butter’ services and anchor projects

• Massaging/leveraging existing content

Generating content

• Podcasts, RSS, Facebook, Twitter, …

• PC, laptops, mobile phones, iPads, …

• What’s next ?

Leveraging technologies

• Interests of the youth changes

• What is our uniqueness?

Engaging youth

Challenges

youth.gov.hk needs to continuously reinvent ourselves