 Good afternoon everyone can you ever even hear me looks at the back great awesome. How's everyone doing? Whoo, all right. I like that Let's start with a story So a few weeks ago My admin tells me there is somebody who is like wanting to Talk to you about a story. They don't want to publish about some of the projects that we are working on In many cases, I am more than happy to share over stories So that someone else who is looking for a similar path to pursue you can you know find their Way or they can reach out to us however whenever I was looking for answers, you know I was looking for similar stories So I called not these guys. This is not the magazine, but it is something similar and They were very complimentary of some of the work that you know me and my team had done and Wanted to write about it and took me through almost an hour-long interview asking questions and towards the end Said that if you could find us sponsors That would be able to contribute up to five thousand dollars. We are good to go on this story right so that really hit it close to What I always really kind of pursued as a topic of my personal interest which is content and how that gives Other people information through trust and building trust and it is so critical for everyone to Have that on back of my mind that you know in every interaction that they pursue now This was a personal over the phone, but personal interaction a lot of people get you know Deceived in so many ways that we know we know all these scams I mean all of these fall from like a range of something that is absolutely say criminal Do something like what happened to me, which is not criminal, but clearly I'm not gonna Buy that magazine even or trust that magazine going forward So what they ended up not only stealing from me is my hour, but also my trust and you know Which I would have or could have Just basically given them, you know the benefit or doubt and bought their magazine So when we talk about content and how it builds trust a Little introduction my name is Nikhil dishpande I'm the chief digital officer with the state of Georgia and I run the office of digital services I have this amazing team of content contributors of developers of UX engineers and our entire purpose is To make sure that we make government understandable for regular citizens So clearly, you know all of us can attest like at some point or the other we have had interactions with government and Regardless of what the intent is We've had like certain friction points because just the nature of that interaction is always in the form of either We are paying something or you know someone has pulled us over So it is never a delightful interaction So we don't aspire to try and be delightful at all But try and take the friction away as much as possible But while we do that we always try and make sure that the intent that government tries to offer these services for the benefit of citizens is Conwayed and the friction that takes in place because no one thought about what that experience is going to be is Removed from that interaction So here's our problem We have about we have a Drupal platform that hosts about 110 websites and that represents pretty much most of the state government Departments and elected officials they manage their own content and we don't have Educated content will also educated trained content people they're all educated But as far as web content management concerned they're not quite trained. So although their intentions are Right a lot of times the way they use this platform might not be the best way to use it. So that is our Problem that is our challenge to begin with but that's not the only one The other one is something that you know always reminds us where Pew Research Center towards the end of 2017 Did this detailed research about? Public trust and what are some of the factors now? This is a loaded research But they basically said public trust in government is near historic lows right and this like I said It's a loaded research need not just have like one or two factors to it they were actually quite a many factors that actually came to this conclusion and This is a challenge right and while We can just solve this with one or two changes or even ten changes There are so many thousands of tiny changes that we can actually Influence that may help move the needle a little bit So this is something like they showed where you know at one point see how high it was and they have the names of the Presidents again, this is not a political Statement but just to have definitions over the years of the chronology That's how they signified what their findings were So this research is actually a challenge for all the government sectors not only federal government But also state local everyone because when we interact with anyone for us its government We don't we barely you know distinguished between state or county, right? So Some of the things that we embed within our working Philosophy on a day-to-day basis is what I'm gonna share here if You find this helpful and interesting please tweet it out I have a team back at in Atlanta Who would love to see some feedback for some of the content that we work on a day-to-day basis? So the first one would be meet the people where they are now. This is not something you may have you know Never seen before but maybe in a different form Say this is a citizen and they interact with government in Various forms in our content or marketing or UX Words we call these channels so right from the extreme left Which is the physical interaction to a mail driven to maybe a phone interaction to Internet then maybe mobile apps Social media and now going forward. We are coming up with this new technology visit which is chatbots or Conversational interfaces. We just don't know at this point like how much do you know even kind of categorize it? It keeps changing While these avenues are all omnipresent, right? I guess the key here is that The experience is becoming the critical aspect of what defines every interaction We are here at Drupal con but no one can deny other than Drupal The other underlying theme for all these tracks is experience Everything that we are trying to do is working towards making the experience better for either our constituents for our developers Or even for our stakeholders so that experience layer is what is critical For us to really kind of gear towards building that trust by making sure we make the right content decisions So if you just kind of map this across a level of you know effort on the y-axis and impact on the x-axis Where we see that in-person? Interactions are probably the most in effort intensity for our citizens for our users after that probably snail mail or you know the internet Mobile chatbots and now actually there are predictive Technologies that know exactly what you would need maybe a week from today and That's how they start working towards serving you that content going forward. I Can safely say most of the government is Right here We're still not venture that much into on a regular day-to-day basis chatbot Maybe some cities have but you know at several other levels of the government We have not and definitely not productive right because sometimes predictive is tricky Anybody heard about that? use case by target that they reached out Saying we you may need these pregnancy blah blah things the person didn't even know she was pregnant But this somehow figured out that she would be based on some of the shopping. I'm sorry Father found out. Thank you even worse I Mean they were they were probably on top of their game as far as predicting That's concerned, but oh totally wrong place to go and break that news But yeah, this is where our constituents are this is where our citizens are right So clearly there is a gap and while I say government is here There's a good chance a lot of the other companies are here private sector companies are here that we deal with So the best thing to do is just measure your experience So you get a good lay of the land of like what are you dealing with? This is something you may work with your UX teams or maybe you are part of a UX team This is a really good way to map the experience It is called a customer journey and you must have heard about this because there is a good chance if your UX team Has worked on a customer journey and you work with them from a content perspective You should have a copy of your Journeys this is a good indicator of where your customer starts from and where they end That's when you know what the touch points are and that's when you know where you know The friction points are and then you can start working on that particular instance because remember I said it's all these little things It's not one big bang Let me tell you something about us right how we changed and try to make tiny bit of a difference This is Georgia gov way way way back when agents of government websites look like this It was just a face of a website that connected users to Government it was considered to one stop, you know one door to come in and then the website figures out where to send them Essentially what the website did was when the user came to georgia.gov the website was hyperlinked to other websites Hundreds of them and then the user would find it was like a yahoo model find what they're looking for click on that link So for example if someone wants to if you guys move to Georgia and you want to start your own business You would go to georgia.gov You then georgia.gov sends you to the first site that is Part of that process of starting your business that site sends you to another site that site sends you to another site so It took three websites for someone to actually create a register to their business we redesigned Georgia.gov about eight years ago and when we did that one of the things that we made sure was we wanted to redesign these Experiences and this is where understanding that journey was critical because what we did was when we redesigned we took this experience and Instead of sending them to all of these three websites hoping that they would go in that particular order We got content out of those three websites and put it in one very easily consumable form on georgia.gov itself so when we Launched this new site. We had this list of popular topics which basically showed every Topic that is the most popular for a user that they come to seek some of the other either any information or Try to create a transaction It looked something like this. It was curated. It was created and It was really simple. We used plain language. It was understandable and over traffic went up People started coming here to use it as much as possible The next is you know, not only just try and scrub this but also connect the dots There are so many dots behind the scenes that we could connect. So for example up here. This need not be a page Actually, all of us really should stop thinking as far as websites are concerned in form of pages as units because we are all content people This is one particular piece of content But we can also figure out these different dots within this piece of content that create structure within the content So we started making sure that what you should know and FAQs are each of their structured content types and Drupal allows this Which is which is one great thing about Drupal is it started given this page this particular piece of content Structure what it did was behind the scenes. It started feeding that to search engines Now typically for a business, this would be a nightmare because then you would lose page views But for government, this is success We don't want people to come on our side because that's an extra click for them If someone googles, how do I apply for a business license in Georgia? And if Google's tell them right up there in the card what they need to know awesome It saves them time it builds trust They might not even know where this is coming from But they are informed Not only that we created an Alexa skill that started drawing the same content from Georgia.gov and Answering people So we started now serving multiple channels based on certain content changes It is really important that we connect all the information that we have and make use of it from a trust-building perspective for example This is another example where the Guardian and you may have also, you know seen this where if any article on the garden is Older than maybe one year. There is certain threshold. It is very evidently highlighted Up there and not only it's highlighted on the website even on a Twitter feed It is called out that this article is from 2015 Amazing right because that immediately builds trust a Lot of times we stumble upon things and we start, you know wondering. Oh, this is old though. This is not helpful. So We start empowering people. That's another great way of building that trust We have to empower people for example if you remember back in the day websites used to You know, we go up on the website and they were like, can I get your location where you are before you started interacting with the website For any of us will be like, no, why do you want to know my location? I don't want to tell you where I am Because that's not the right thing to do at that time But we'll freak out if that blue dot moves away from where we are standing So we choose on our end to either share something or not share something that is empowerment Towards our users and that's something we have to be very careful about Before I end I just want to Say that just be genuine This is not something that only governments follow any of these brands today. We live in such a trust based marketing system that unless something, you know builds or does something to Break that trust we want to believe in a certain brand and we want to make sure that they do good So have content that is something that is helpful be genuine be transparent in any of the Interactions in any of the intentions and don't obstruct right the obstruction of Advertising like it used to be as like really the for the bygone era like today. We want to build together We want to work together. We want to collaborate into you know, doing something that is more symbiotic For the brand and for us as consumers So I just want to end by you know kind of quoting as startle where like the hole is greater than the sum of its parts Building trust is essentially like a larger Outcome, but it starts with very small interaction pieces these small decision pieces and only then we are able to do that Thank you. I appreciate the time you gave me if you have any questions. I'll be around That's my Twitter handle feel free to reach out also and you know, I'll be happy to help you or learn from you At any given time. Thanks again