Taking your social media strategy to the next level through maximised engagement and reach 

It’s been a tumultuous year for social media professionals around the world, and Australia is no exception. The need for credible and factual information has nothing but increased due to the high rise of misinformation following the pandemic. 

 

Social media has become a vital tool for governments to reach, spread information and engage with citizens. But as the social media landscape is continuously updating and changing, government departments face new challenges that affect their use of social media, and essentially their citizen engagement.  

 

Akolade’s 15th Social Media for Gov Summit will provide attendees with practical tools and strategies on how to take your social media strategy to the next level by increasing engagement and maximising reach. Attendees will also gain frameworks on how to improve their content strategy and create quality content with a limited budget, as well as effectively manage accounts, responsibilities and risk. 

Key takeaways

Drive audience engagement and maximise your reach

Optimise your social media use on a variety of platforms 

Measure and maximise ROI to gain executive buy-in

Develop quality content with limited budget

Effectively manage your social media accounts and responsibilities

Utilise social media as part of your crisis communication strategy

Speakers

Sergeant Hector Guzman

Officer-in-Charge Strategic Communications Unit Social Media Section

Los Angeles Police Department

Erin Sutcliffe

Assistant Director of Social Media

Australian Government Department of Health

Felicity Cull

Head of Social Media and Video Strategy

Department of Health and Human Services – VIC

Shona Cox

Director – Strategic Content Services

Queensland Fire and Emergency Services

Emily Foat

Head of Agency Development

Twitter

Kylie Mooney

Government, Politics and Advocacy Partner Manager

Facebook

Paul Petrone

Head of Academic and Government Marketing

LinkedIn

Robert Hoge

Executive Director – Strategic Communications

Queensland Health

Olivia Gumienny

Social Media Manager, Marketing and Communications

Museums Victoria

Celia Pavelieff

Director Marketing and Communications

Australia Council for the Arts

Rachael Davies

National Communications Manager

Australian Health Practitioner Agency

Heather Lansdowne

Social Media Manager

Australian Bureau of Statistics

Anna Dibdin

Social Media and Strategic Communications Officer

Australian Bureau of Statistics

Claire Tindale

Assistant Director of Social Media

Australian Department of Health

Sabrina Kluba

Sales Lead

Snapchat

Sophie Winton

Media Manager

Department of Education NSW

Aaron Darc

Digital Marketing Lead

City of Newcastle

Samuel Corry

Senior Social Media Advisor

Sydney Trains

Rosemarie John

Manager, Defence Social Media Hub

Department of Defence

Courtney Walker

Senior Social Media and Content Advisor

Country Fire Authority

Angela Loan

Strategic Communication Adviser to the Vice Chief of the Defence Force

Department of Defence

Sophie Jennings

Media Director

Country Fire Authority

Jacqueline Berry

Director -Corporate Communications and Engagement

Department of Transport – VIC

Stephanie Johnson

E-Services Manager

South Australia Police

Kaet Lovell

Assistant Director Engagement, APS Exhibitions, Australian Public Service Commission,

Former Digital Content Manager, The Department of Prime Minister and Cabinet

Sean Vagg

Senior Communications Officer - Social Media

City of Greater Geelong

Georgina Bitcon

Enterprise Solutions Director

Meltwater

James Logue

Director

Crewcible Studio

Charlie Tizzard

Chief Executive Officer

Throttle Media

Agenda

8:00 AM

Registration Opens

9:00 AM

Opening remarks from the Chair

Sean Vagg
Senior Communications Officer – Social Media
City of Greater Geelong

The role of social media during crisis  

9:10 AM

Case study: Driving resilience during times of difficulty 
Discussing the role of social media managers and how COVID-19, lockdowns and general uncertainty have impacted online behaviour
Effectively managing an online community characterised by negative sentiment
Looking after the wellbeing of your team and practicing self-care in this context
• Sharing the story of reaching 0 local transmission on social media (The day of the donuts)

Felicity Cull
Head of Social Media and Video Strategy
Department of Health and Human Services – VIC 

9:50 AM

International Keynote: Recovering from a reputational crisis and rebuilding brand trust 
How to get control of reputational damage through social media 
Utilising social media to turn reputational damage into reputational improvements 
Staying on top of ongoing negativity and responding quickly and strategically 

Sergeant Hector Guzman
Officer-in-Charge Strategic Communications Unit Social Media Section
Los Angeles Police Department 
* Virtual presentation 

10:30 AM

Morning Refreshments

11:00 AM

Case study: How to deal with and mitigate the spread of misinformation
• Finding balance between correcting misinterpretation and dealing with misinformation  
Managing misinformation within a two-way communication stream 
Turning misinformation into opportunities of conversation and engagement 

Erin Sutcliffe
Assistant Director of Social Media
Australian Department of Health 

Claire Tindale
Assistant Director of Social Media
Australian Department of Health 

11:40 AM

Panel discussion: Embedding social media into your crisis communication strategy
• Implementing the right crisis management strategy into your sociall media plan
• Effectively coordinating messaging during a crisis situation
• Utilising automated moderation to stem the flow of inappropriate and dangerous content

Felicity Cull
Head of Social Media and Video Strategy
Department of Health and Human Services – VIC 

Erin Sutcliffe
Assistant Director of Social Media
Australian Government Department of Health

Kaet Lovell, Assistant Director Engagement, APS Exhibitions, Australian Public Service Commission, Former Digital Content Manager, The Department of Prime Minister and Cabinet

Claire Tindale, Assistant Director of Social Media, Australian Government Department of Health

12:20 PM

Networking Luncheon

Driving content creation and storytelling

Chair:
Samuel Corry
Senior Social Media Advisor
Sydney Trains

Keeping up to date with latest platform developments 

Chair:
Sean Vagg
Senior Communications Officer – Social Media
City of Greater Geelong

1:20 PM

Case study: Increasing your reach and engagement by optimising your social media content
Understanding your existing audience and identifying audience gaps 
Examining new ways to create engaging social media content 
Ways to effectively incorporate different formats of video content into your social media strategy 

Celia Pavelieff
Director Marketing and Communications
Australia Council for the Arts

Understanding LinkedIn and how to optimise your use
Discussing latest updates and new features 
How to maximise ROI using LinkedIn 
Designing a strategy to successfully launch a new account on LinkedIn 

Paul Petrone
Head of Academic and Government Marketing
LinkedIn 
* Virtual presentation

2:00 PM

Panel discussion: Tailoring your content for different social media platforms and audiences
• Exploring the different platforms and contact format works for various audiences
• Mapping the interests and demographics of your audience
• Understanding what content and tone appeals to different demographics

Olivia Gumienny
Social Media Manager, Marketing and Communications
Museums Victoria 

Celia Pavelieff
Director Marketing and Communications
Australia Council for the Arts

Angela Loan
Strategic Communication Adviser to the Vice Chief of the Defence Force
Department of Defence

Meet the Snapchat Generation; understanding what makes this audience and our platform unique 
• Discussing latest updates and new features  
Snapchat Generation Audience deep dive  
How to maximise ROI on Snapchat  

Sabrina Kluba
Sales Lead
Snapchat 

2:40 PM

Afternoon Refreshments

3:10 PM

Case study: Humanising your brand and driving engagement through creative content 
Examining how you can drive creativity with your content 
How to successfully add a bit of personal flair to your content 
Effectively undertaking an audit to identify weaknesses and strengths with your content 

Heather Lansdowne
Social Media Manager
Australian Bureau of Statistics 

Anna Dibdin
Social Media and Strategic Communications Officer
Australian Bureau of Statistics 

Understanding Twitter and how to optimise your use 
• Discussing latest updates and new features 
How to maximise ROI using Twitter 
Ways to effectively measure your success  

Emily Foat
Head of Agency Development
Twitter 

3:50 PM

Case study: An integrated social media approach to transport
• How to effectively integrate  various brands and accounts
• Understanding your audience and tailoring your voice to each brand
• Discussing challenges and benefits of a multi-brand approach

Jacqueline Berry
Director -Corporate Communications and Engagement
Department of Transport – VIC

Understanding Facebook and Instagram and how to optimise your use
Discussing latest updates and new features 
How to maximise ROI using Facebook and Instagram 
Designing a strategy to successfully launch a new account on Facebook and Instagram 

Kylie Mooney
Government, Politics and Advocacy Partner Manager
Facebook 
* Virtual presentation 

4:30 PM

Optimising and building engagement for your social media content
Understanding your followers and engage more effectively
Exploring different strategies for different platforms
Simplifying call-to-actions for increased audience interaction

Rosemarie John, Manager, Defence Social Media Hub, Department of Defence

Angela Loan, Strategic Communication Adviser to the Vice Chief of the Defence Force, Department of Defence

Case study: The power of human and visual storytelling: an insight into CFA’s Instagram channel strategy
Growing your audience organically through raw, real stories of people on the frontline
Identifying what content resonates with your audience and driving community engagement
How to create powerful content with zero budget

Sophie Jennings, Media Director, Country Fire Authority

Courtney Walker, Senior Social Media And Content Advisor, Country Fire Authority

5:10 PM

Closing remarks from the Chair and end of day one

8:00 AM

Registration opens

9:00 AM

Opening remarks from the Chair

Sean Vagg
Senior Communications Officer – Social Media
City of Greater Geelong

Maximising and measuring ROI

9:10 AM

Utilising data to drive your social media strategy 
• Discussing how to incorporate and utilise data as part of your social media strategy
Assessing what data is relevant and how to effectively collect it 
Best ways of analsying your data and creating effective reports  

Robert Hoge
Executive Director – Strategic Communications
Queensland Health
*Virtual Presentation 

9:50 AM

How to maximise and measure the impact of your social media content
Knowing what, when and how to measure 
• Setting measurable metrics and KPIs in line with your goals and business objectives 
How to effectively monitor and evaluate your strategies and campaigns 
Creating KPIs non-related to views and audience reach to further improve performance and productivity 

Olivia Gumienny
Social Media Manager, Marketing and Communications
Museums Victoria 
*Virtual Presentation

10:30 AM

Case study: Maximising the productive relationship between earned and owned media

  • How to harness rich insights from social media and user-generated content
  • Studying earned social data and how insights can boost your PR and Communication strategies
  • Developing a robust reporting structure on owned media to better inform stakeholders

Georgina Bitcon, Enterprise Solutions Director, Meltwater

11:10 AM

Morning Refreshments

Enhancing your citizen engagement by building trust and increasing transparency 

Chair:
Samuel Corry
Senior Social Media Advisor
Sydney Trains

 

Effectively managing your social media accounts and responsibilities 

Chair:
Sean Vagg
Senior Communications Officer – Social Media
City of Greater Geelong

11:40 AM

Case study: Building trust and improving public perception through effective audience engagement and two-way communication  
Ways to get feedback and content ideas through your audience
Utilising negative comments to your advantage in improvements through creative content and response
How to own negative comments and posts to manage reputational risk

Samuel Corry
Senior Social Media Advisor
Sydney Trains

Case study: Improving targeting of social media accounts and brands 
Align, design and refine – the process of connecting content with departmental aims through production design, channels and distribution 
Scaling up and out – expanding content capability when the budget belt tightens through citizen journos, volunteer workforce and cheap production tools 

Shona Cox
Director – Strategic Content Services
Queensland Fire and Emergency Services 

12:20 PM

Case study: Social media and audience segmentation – saying the right things to the right people
• Discussing the challenge of audience-focused content strategies in government socials
• Using paid targeting capabilities to craft tailored messaging for identified audiences
• How targeted paid reach can keep organic reach and page performance high
• Busting the location barriers by engaging audiences based on geography
• Better addressing diversity and inclusion issues by targeting social content for under-represented community groups
  

Aaron Darc
Digital Marketing Lead
City of Newcastle Agency
 

Case study: Creating virtual communications as part of your online strategy to build trust with your communities
• Building trust through digital networks and finding new ways to reach your target audience
• Using a decision-making framework to manage potential legal liabilities and risk
• How to manage ‘trolling’ and negative comments

Rachael Davies
National Communications Manager
Australian Health Practitioner Agency
*
Virtual Presentation

1:00 PM

Networking Luncheon

2:00 PM

Case study: Creating a bi-directional social media strategy that drives community trust and engagement
How SAPOL has used social channels to earn the trust and confidence of our community
Creating opportunities for citizens to connect and engage with their police
Working in partnership with our online community to improve community safety, and complement our face-to-face service delivery

Stephanie Johnson
E-Services Manager
South Australia Police

How to drive creativity within inherently risk-averse organisations
Setting holistic channel goals to drive engagement
Identifying rich content and working through risk mitigation processes with stakeholders 
Creating content frameworks to mitigate and manage risk during crisis

Kaet Lovell, Assistant Director Engagement, APS Exhibitions, Australian Public Service Commission, Former Digital Content Manager, The Department of Prime Minister and Cabinet

2:40 PM

Panel discussion: How to embed social media into the organisational culture 
Understanding the growing power of social media and incorporating it into the realm of the organisation  
Processes needed to incorporate social media into the organisational DNA   
Getting employees on board an employee advocacy program 

Robert Hoge
Executive Director – Strategic Communications

Aaron Darc
Digital Marketing Lead
City of Newcastle

Kaet Lovell
Assistant Director Engagement, APS Exhibitions
Australian Public Service Commission
Former Digital Content Manager
The Department of Prime Minister and Cabinet

Courtney Walker, Senior Social Media And Content Advisor, Country Fire Authority

Effectively mitigating and managing social media risk
• Identifying the risks associated to your organisation and social media accounts
• Developing effective risk management policies
• Develop specific objectives for your social media use

Shona Cox
Director – Strategic Content Services
Queensland Fire and Emergency Services 

Heather Lansdowne
Social Media Manager
Australian Bureau of Statistics

 

3:20 PM

Afternoon Refreshments

3:50 PM

Exploring the evolution of social media and discussing its future  
• Examining how social media has become an integral tool within government  
Evaluating the need for greater regulation and what this looks like from a global perspective  
Discussing the future of social media for government 

Sophie Winton
Media Manager
Department of Education NSW
*Virtual Presentation 

4:30 PM

Closing remarks from the Chair and end of day two 

Workshop A

9:00 AM – 12:00 PM

How to create powerful video content on a budget 
Video has become one of the best ways of capturing an online audience and should be a key component of any social media strategy. It’s an excellent way of driving brand reputation, sharing information and engaging an audience.

But video often comes with the presumption it’s expensive, however, it doesn’t have to be. 

Attend this practical workshop and: 
 How to plan your video for success
Optimise your social media videos for use on a variety of platforms
 Following trends and mastering the algorithm
Tips for being behind and in front of the camera
 Develop quality content with a limited budget

James Logue
Director
Crewcible Studio

Workshop B

1:00 – 4:00 PM

Utilising storytelling as a tool to drive audience engagement 
The days of just sharing information are gone, and today’s social media managers are tasked with capturing and engaging audiences through storytelling. 

This practical workshop will provide attendees with the tools to create an engaging narrative that better engages their audience. 

Attend this practical workshop and:  
 Identifying desired social outcomes
 Identifying demographics and how to get your story to new audiences for audience acquisition
 How to construct a sentiment with minimal words
 Developing the right messaging tempo and narrative build-up
How to trigger engagement through storytelling

Charlie Tizzard
Chief Executive Officer
Throttle Media

Who should attend:

Heads/Directors/Managers of: 

  • Social Media 
  • Communications 
  • Digital 
  • Marketing 
  • Media 
  • Public Affairs/Public Relations 
  • Online Engagement 
  • Content 

From what industries: 

  • Federal Government 
  • State Government 
  • Local Government 

Location

The Social Media for Gov Australia is a hybrid event which will take place in person and also in virtual format. 

Venue: 

Mercure Canberra

Corner Of Ainslie and Limestone Ave

Braddon ACT 2612

Australia

Save

Early bird discount

Book now and save $400

Team discount 

Register 3-4 delegates and receive an additional 10% DISCOUNT off the current price
Register 5-7 delegates and receive an additional 15% DISCOUNT off the current price

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Get in touch with us
Email: spex@akolade.co
Phone: +612 9247 6000

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Contact Us

+61 02 9247 6000

Venue

Mercure Canberra, Corner Of Ainslie and Limestone Ave, Braddon ACT 2612, Australia

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