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Why you should attend
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- 1.Build and maintain a two-way dialogue on social media to improve service delivery and citizen satisfaction
- 2.Create social media content that drives trust and confidence in government.
- 3.Find your target audience and understand what resonates with them using social media analytic tools to ensure your message cuts through the noise
Public Spectrum’s 2nd Social Media for Government New Zealand 2020 will bring together over 20 social media experts in government to explore how social media can be leveraged to find key insights on what resonates with the audience, create a more personalised, connected experience for citizens, and drive trust and confidence in government.
Hear over 30 speakers including:
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Ben O’Sullivan Government, Politics and Advocacy Partner Manager Facebook
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Niall Harkin Digital Channels Manager EQC
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Krissi Holtz Social and Content Lead BNZ
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Simon Earle Group Digital Channels Manager Sport New Zealand
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Karina Wilson Social Media Team Leader EL1 Australian Trade and Investment Commission
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Victoria Forrest Global Campaigns and Communities Manager Education New Zealand
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Kylie Bensemann Social Media Advisor Horowhenua District Council
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Amanda Jeffs Social Media Manager Auckland University of Technology
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Russell Duncan Marketing Team Lead Health Promotion Agency
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Iona Wassilieff Senior Communications Advisor Ministry of Civil Defence & Emergency Management Te Rākau Whakamarumaru
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Krystle Field Social Media Manager Trade Me
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Eric Janse van Rensburg Manager Engagement & Operations Ministry of Business, Innovation and Employment
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Chris O’Brien Digital Communications Manager New Zealand Post
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Melodie Jacquinod Social Media Specialist Auckland Council
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Tamara Lovett Senior Social Media Advisor NZ Transport Agency
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Zoe Barr Social Media and Content Specialist KiwiRail Tourism
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Jamie Nilsson Digital Channels Manager New Zealand Defence Force
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Megan Nicholl GM Communications & People Antarctica New Zealand
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Kurt Sharpe Team Lead – Social Media Department of Conservation
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Jack Fisher Social Media Advisor Museum of New Zealand Te Papa Tongarewa
Testimonials
Agenda Overview
TUESDAY, 24th MARCH 2020
WEDNESDAY, 25th MARCH 2020
THURSDAY, 26th MARCH 2020
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8:00 AM
Registration opens
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9:00 AM
Opening remarks from the Chair
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9:10 AM
International keynote
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Developing authentic and relatable content for your audience
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9:50 AM
Case study | Bringing the New Zealand study experience to a global audience
- Putting students at the core of the ‘Ask New Anything’ campaign
- Drawing content from students’ burning questions and localising content for 14 countries
- Executing an omni-channel campaign – integrating chatbot and Instagram Live sessions
Victoria Forrest
Global Campaigns and Communities Manager Education New Zealand -
10:20 AM
Morning refreshments
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10:50 AM
Case study | Changing perspectives by showcasing people and community through video content
- Goals and objectives of the ‘Our People’ campaign – changing the perspectives of the community towards the Council and the local government
- Campaign methods and content types – highlighting Council projects, staff and residents through videography and photography
- Measuring the success of the campaign – measuring content, social, profile and credibility results
Kylie Bensemann
Social Media Advisor Horowhenua District Council -
11:20 AM
Panel discussion | Structuring a social media team that can deliver content fast and manage a 24/7 environment
- What are some critical questions that must be answered if you want to build a dynamic social media team?
- What job functions are a must for organisations of all sizes, where do you place them and who leads the pack?
- How do you work together across multiple channels while maintaining a consistent brand voice?
Amanda Jeffs
Social Media Manager Auckland University of Technology Krystle Field
Social Media Manager Trade Me -
11:50 AM
Using social storytelling to humanise men and women in uniform
- Using a rich visual approach to show (don’t tell) what NZDF does and why it matters
- Going behind the scenes to bust myths and build understanding of what it takes to do what we do
- Building awareness of the NZDF using engaging storytelling on Instagram
Jamie Nilsson
Digital Channels Manager New Zealand Defence Force -
12:20 PM
Networking luncheon
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1:20 AM
The role of social media in a wider behaviour change campaigns
- Integrating social as a pillar of a campaign, going deeper than sharing your TVC
- Determining where online investment goes, balancing the media mix
- Pushing the creative boundaries with content that is traditionally risky but relatable
Russell Duncan
Marketing Team Lead Health Promotion Agency -
1:50 PM
Upskilling and training other departments to enhance their social media presence
- Helping teams around AUT refresh and redefine their content strategies for social channels and aligning the brand across over 200 university accounts
- Supporting academics amplify their research on social media and working together to help share the content
- Activating student content creators and influencers to bring student voices to social channels and diversity of content
Amanda Jeffs
Social Media Manager Auckland University of Technology -
2:20 PM
Exploring content that strikes an emotional chord
- Sharing stories of the past that the audience can identify with
- Creating powerful digital experiences to entice potential visitors and reengage with past visitors
- Using imagery as key advocacy tool
Jack Fisher
Social Media Advisor Museum of New Zealand Te Papa Tongarewa -
2:50 PM
Afternoon refreshments
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3:20 PM
Developing content that drives commercial results
- Developing content that inspires adventure and helps travellers plan their upcoming holiday
- Facilitating people’s ability to share travel experiences with the wider audience – social contest and competitions
- Measuring the return of free, authentic and repurposed content across social channel
Zoe Barr
Social Media and Content Specialist KiwiRail Tourism -
3:50 PM
Social media strategy: Creating it from nothing and implementing it in a government context
- Examining current brand fragmentation after the merger and the difficulties that raised
- What does a good social media strategy look like?
- Developing an engaging and exciting BAU content
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4:20 PM
Closing remarks from the Chair and networking drinks
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8:30 AM
Registration opens
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9:00 AM
Opening remarks from the Chair
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9:10 AM
International keynote | Growing brand outreach through your staff and network
- The role of organic outreach in 2020
- How to empower your staff to become social brand advocates
- The relationship between your personal brand and your workplace
Karina Wilson
Social Media Team Leader EL1 Australian Trade and Investment Commission -
Using social media as a venue for customer service
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9:50 AM
Complaints, naysayers, haters and trolls: Embracing every opportunity to connect with customers and improve their experience
- Developing a social media customer service plan fit to manage customers’ expectations on speed, convenience and transparency
- Building a social media control response matrix that meets for a serious disruption and how we can turn negatives into a positive
- Embracing social media to take control of the Auckland Transport narrative and increase responsiveness toward customers
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10:20 AM
Morning refreshments
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10:50 AM
Social media customer care: Using social media channels to their full extent, engage with customers and provide the best experience possible
- How NZ Transport Agency provides efficient, effective and consistent customer service across 18 channels with a role-diverse team of 30
- How we’re improving the accessibility of our channels to ensure we’re serving our sight and hearing-impaired customers
- How we deliver messages our customers don’t want to hear – community management to build advocates
Tamara Lovett
Senior Social Media Advisor NZ Transport Agency -
11:20 AM
Case study | The 1080 debate: Strategies and approaches to help respond to negativity and misinformation on social media
- How social listening, reporting and metrics can help combat online misinformation
- How to target the right audience with fit-for-purpose content on social media
- How social media can inform decision-making – applying lessons from the 1080 debate
Kurt Sharpe
Team Lead – Social Media Department of Conservation -
11:50 AM
Panel discussion | Social media’s part in managing a crisis: How social media can maximise efficiency in crisis management
- What are some best practices and creative tactics to reach constituents in a crisis situation?
- How do you work with your local emergency manager to coordinate messaging during a crisis situation?
- How do you use social media as an open communication channel for constituents to respond back, ask questions and provide updates?
Niall Harkin
Digital Channels Manager EQC Iona Wassilieff
Senior Communications Advisor Ministry of Civil Defence & Emergency Management Te Rākau Whakamarumaru Melodie Jacquinod
Social Media Specialist Auckland Council -
12:20 PM
Networking luncheon
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1:20 PM
Applying Agile methodology to social media marketing
- Agile methodology in a marketing world
- Agile marketing pros and cons – strategy, planning & delivery
- How to think big, start small and scale fast
Chris O’Brien
Digital Communications Manager New Zealand Post -
1:50 PM
Case study | Tried and tested methods: Thinking outside the box (but within government guidelines) to grow engagement for business.govt.nz on social channels
- Workshopping the business.govt.nz approach – creating an information hub for small business owners
- Implementing the strategy
- Exploring lessons learned along the way and results
Eric Janse van Rensburg
Manager Engagement & Operations Ministry of Business, Innovation and Employment -
2:20 PM
Sealing the analytics: Using metrics for continuous improvement
- The coolest content – engaging messaging with compelling imagery
- Enticing an audience – maximising the audience across social and website
- Likes, followers, views, reach and compare? – what to choose and how to use it
Megan Nicholl
GM Communications & People Antarctica New Zealand -
2:50 PM
Afternoon refreshments
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3:20 PM
Have Your Say: Incorporating social media in consultation process
- Using social listening to uncover what people say about the Council and the Local Government and filter out unwanted ‘noise’
- Targeting people with highest influence and authority to bring out quality conversations
- We Asked, You Said, We Did: Showcasing the fruits of their participation
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3:50 PM
Case study | Keep Up with the Play: Measuring the success of Sport New Zealand’s efforts to increase participation in youth sport
- Measuring public sentiments by monitoring social conversations on sport
- Spreading the message via partnerships and influencers, and measuring engagement and amplification of these efforts
- Exploring measurement tools
Simon Earle
Group Digital Channels Manager Sport New Zealand -
4:20 PM
Closing remarks from the Chair and end of conference
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9:00 AM
Workshop A | Developing your social media voice to change minds and attitudes
In this workshop, attendees will learn how to find their brand’s social media ‘voice’ and strategically develop these features via content marketing and social media strategies to spark positive engagement around their brand.
- How to develop your own personality, style and characteristics, and back yourself and get buy-in from your organisation
- How to incorporate your new voice to your social media strategy to provide engaging, relatable and timely content across multiple channels
- How to create social marketing campaigns that doesn’t attempt to command and control your audience but build a community of stewards that champions your organisation
- Update on algorithm changes and how to ensure your content is engaging enough that they don’t become a burden
- Post-campaign reporting: Learning and optimising, and how to gauge if your strategy is working
Krissi Holtz
Social and Content Lead BNZ -
12:20 PM
Networking luncheon
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1:00 PM
Workshop B | Making connections that matter through the family of Facebook apps
This interactive workshop will explore suite of Facebook products and how best to use these tools to reach communities and engage with residents. Attendees will be able to learn how to design a social-led campaign from scratch to reach audiences that matter most to them. This workshop will cover:
- Campaign set up best practices and choosing the right campaign objective for your advertising goals
- Building creative that is fit for our mobile first world
- Using groups and messaging to spark greater engagement within your community
Proudly supported by
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Venue:
InterContinental Wellington
2 Grey Street,Wellington,
6011, New Zealand
Contact us:
+61 02 9247 6000
+61 02 9247 6333
attending@publicspectrum.co
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