With eight out of 10 Australians on social media, there is now an increased focus for the public to become more digitally accessible and transparent to the community. In order to engage citizens and inform the public, organisations are now focused on driving consumer engagement and effectively informing decision making across Australia.
The Social Media for Gov Summit, held in Melbourne from 4 – 6 December 2019, was a unique event that explored some of the most exciting case studies and innovative strategies to maximise social media success. With powerful keynote presentations and panel discussions from Australia’s leading Social Media professionals, this event addressed the most significant challenges being faced today and uncovered the knowledge, strategies and technology to improve the impact and value of social media efforts.
Educating the wider business on best practices
Quality content and strong engagement
Tech and analytics to inform your people strategy
Selling social up the value chain to gain buy-in for adequate resources
Platform and algorithms changes
Meet the expectations of your audience
Colin Anstie, CEO, RD Consulting
Laura and her team at the AFP are focused on humanising the AFP brand through a series of strategies that are focusing on building trust, and informing, educating and engaging their audience. In this session, she will share how she is making this happen, including :
How do you build a winning social media team, when governments have a reputation for lagging behind in their digitally savviness, and more often than not are under staffed and under resourced. Our panellists will share how they’re focused on building winning social media teams in this challenging environment.
Two billion people use Facebook every month to connect with friends and family, and to discover things that matter. For this reason, it is a critical tool government departments should continuously be focusing on getting the most out of. Presented by Facebook, this session will explore:
You know Australian citizens engage on social. But executive leadership is still wary of the risk. Learn how to empower communications, security, and information management teams to reduce social media risks, so you can reap the rewards. This session will cover how:
The City of Adelaide recently implemented its first ever ‘place brand’: Adelaide. Designed for Life. The new brand platform articulates Adelaide’s proud history as a city thoughtfully and purposefully designed with its people in mind, and the desire for the city to remain as one of the world’s most liveable cities into the future. In this session, Clayton will tell us about Adelaide’s Designed for Life journey and how the organisation is embracing new marketing technologies, particularly in the social media realm. This session will cover:
We all know that social media, done right, is a great way to reach your audience quickly and inexpensively. For small rural shires operating under restrictive budgets and prohibitive local media timelines it is becoming increasingly critical. In this session you will hear the social media story of a Council that is balancing the best way to communicate with its small yet widely dispersed population.
All the data in the world will still not tell you exactly what your audience wants. The reality is brands must constantly experiment to find what works and what doesn’t – which means experimenting and taking risks. This session will explore why taking risks, equals reward when it comes to social media, and the ways you can take risks in a calculated way.
The Social Circle is an opportunity for you to collaborate with your peers by working through the biggest pain-points faced across Government Social Media teams.
Facilitated by various social media managers, these sessions will run for one hour, and will rotate three times, giving you the opportunity collaborate and workshop through your top three challenges.
Doing more with less – how can social media teams deliver quality with minimal resources?
Travis Fitzgibbon, Manager Customer Engagement, Buloke Shire Council
Organisational wide purpose and vision – how can social media teams get everyone on board and on the same page?
Clayton Wehner, Manager Marketing Strategy and Innovation, City of Adelaide
Mitigating fears and scepticism – how can social media teams get the risk adverse on board?
Kendall Masters, Adviser, Social Media, Digital and Customer Communications Corporate Services, Department of Environment, Land, Water and Planning
Resources and respect – how can social media teams get buy-in for the respect and resources they need to make an impact?
Kylie Mackey, Senior Events and Marketing Officer, City of Greater Geelong
Creative and engaging – how to create engaging video content – at scale?
Harvey Dixon, Sales Manager, Shootsta
Know the audience – how can social media teams keep their finger on the pulse when it comes to knowing their audience?
Cynthia Piromalli, Communications Advisor 1800RESPECT, Medibank
A lot of departments now have their own in-house video production capabilities, but how do you take the next step in the video content you create? In this session Chris Riordan will provide real world examples of how to:
Colin Anstie, CEO, RD Consulting
Victoria Police has established a Facebook Messenger service, pushing news and information direct to people’s mobile devices. The driving force behind this initiative included recent changes to Facebook’s algorithms which significantly reduced the visibility of their accounts, and saw a sizable decline in views and engagement. Concurrent to this has been a growth in mobile messaging apps world-wide, including Messenger. Seeing this as a significant opportunity, they set out to establish a Facebook Messenger service for a three month trial. In this presentation, Mark will share their journey establishing this service, including:
Social media has become ingrained in the fabric of society. The unparalleled access between citizens and the public sector have provided exceptional public value, however scepticism and aversion to risk remain a hurdle for the effective use of Social Media in Government. Elliott Franks will explore:
Governments are complex, bureaucratic, political and often slow–moving environments that make standardising, or harmonising, an approach to social media a difficult feat. Often, social media teams who work across various departments, with various executives or ministers often find themselves dancing around each of these teams‘ preferences, ideas and approval processes. However, in order for social media teams to be truly optimised, having consistency is critical. This panel discussion will explore how social media teams can best navigate this landscape, and work towards standardisation.
Writing timely and engaging content is hard, but the true battle is often getting the good content across the line with subject matter experts and executive approvers. In a risk averse and politically sensitive environment, everyone wants to give content their tick of approval – so how do you capitalise on the advantages of timely content and engagement, when the machine needs 3-5 business days to come to a consensus? Covering topics including:
With a new organisational transformation agenda and the adoption of a more customer-centric approach to social media, Emma will share BOM’s journey over recent years and how they’ve arrived at this point. Sharing the highlights, lessons learned, and vision ahead—this session will cover scenarios they’re working through, and how they navigating through them. This session will explore:
The Social Circle will focus on the challenges you face when using various social platforms. Facilitated by Facebook, Snapchat and Twitter – you’ll have the opportunity to work with your peers through the challenges you face, while receiving real-time guidance and support from the platform’s teams.
These sessions will run for one hour, and will rotate twice, giving you the opportunity to get intimate time with your platforms of choice.
Roundtable 1: Facebook
Roundtable 2: Instagram
Roundtable 3: SnapChat
Roundtable 4: Twitter
Roundtable 5: LinkedIn
Effectively collecting social media data not only enables smarter business decisions, it also enables transparency about the ROI you’re generating while demonstrating to the more cautious and sceptical the immense value social media can add. This session will explore the ways you can effectively use data to prove ROI and gain stakeholder buy-in.
The demand for video is ever increasing and as a result we see more video content being used by government agencies. The stats are in, and they suggest that social media posts with videos boost views by 48%. This session will journey through the ways you can ensure you’re getting the most out of you video content and strategy.
SA Emergency Service agencies are often faced with the reality of minimal social media resources. The staff that work in this space often struggle with the added workload of social media management, in addition to their other duties, without additional staffing or resources. To take the pressure off, Phillip began to experiment with chatbots. In this session, Phillip will give you an introduction to how this came about, and the process he has undertaken to get here. He will also facilitate an interactive demo, whereby he will lead you through setting up a free chatbot by the end of his session. This session will cover:
One of the biggest challenges faced by social media teams is dealing with the negative perceptions and perceived risks of social media. Further, often those from upper levels aren’t as savvy when it comes to social media, and often expect more than what the resources can deliver. For these reasons and more, getting buy-in and adequate resourcing is a challenge. In this session, we will explore how to sell social media up the chain, and work towards getting buy-in.
As one of the largest local government areas in the country, with possibly the highest growth rate (their population will outstrip Tasmania’s by 2036), and a large number of high profile, transformational projects underway, Blacktown City Council are under increasing pressure to deliver bigger and better results on social media, including more and more rich media/video, with finite budgets and internal resources. In this presentation, David will share:
This workshop will explore:
You will learn:
While governments have their core messages and policies they want to relay, social media audiences have different motivations when it comes to what they want to receive, largely driven by feelings, personal impact, intimacy, trust and engagement. For any organisation who seeks to captivate their audience, it is imperative they shift their focus away from their own agenda, and towards their audiences, in order to receive their loyalty. This session will explore how to adopt a customer-centric approach when developing your social media strategy
This workshop will explore:
You will learn:
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