communications 2.0 - public sector marketing & communications summit 2012, canberra

Communications 2.0

Christine Donnelly—Manager, Marketing and Communications

Katie Tilden—Engagement Manager

Convergence

Relevance—key to the agenda

Change

A mass media-only approach is no longer enough.

Users want access> however> wherever> whenever.

A new roadmap

Strategic intent—communicating and facilitating

Stakeholder centric

Making users part of our DNA

Engaged and participative communities

Build ACMA communities

Stakeholder segmentation

Personas and needs

Fulfill needs

Engagement

Deploy web 2.0 tools

Develop social media skills

Build ACMA social network

Build product offering

Grow rich media

Lift editorial engagement

Develop digital offering

Develop capability

Skills and structure

Communications products

Leadership in a more engaged

world

Develop digital platform

Reboot acma.gov.au

Outreach and contact

management

Social media monitoring and management

Beautifully designed … useful, delightful, surprising

Engage

Cupcakes—wooing segments with richness and relevance

media.comms—structured for communications 2.0

Marketing, Communications Planning and EngagementMarketing ACMA brands and products

Planning and developing communications strategies

Social media, community building and stakeholder engagement

Digital PublishingDeveloping and publishing content for

acma.gov.au and engage.acma

Multimedia production

New ACMA new website

e-distribution

MediaManaging media relations

Coordinating and advising on media releases

Handling media queries

Undertaking and organising interviews and media appearances

Editorial ServicesWriting, editing and formatting external communications—reports and papers,

e-newsletters, blogs, publications

Developing/maintaining corporate style

Branding, design, merchandise

Advertising

media.comms

Communications 2.0

Christine Donnelly—Manager, Marketing and Communications

Katie Tilden—Engagement Manager

Comms 1.0 vs 2.0—what’s the difference?

OLD—Communications 1.0 NEW—Communications 2.0engage, consult, facilitate

Monologue Dialogue

More push than pull More pull than push

Analog Digital plus analog

Scattergun approach Targeted solutions

Mass reach Audience segmentation driven by user needs

Single channel Multi-channel

Singular (ACMA) view of content Diverse and rich content

Tried and tested approaches, cautious and risk-averse

Testing new approaches

One-off announcements Planned campaigns

Communications calendar is the key……get on it, to get on!

Strategic communications planning—in six steps

2. Communications brief

1. Communications Calendar

3. Briefing meeting

5. Communications activities schedule

4. Strategy development

6. Implementation and report

A modern system that brings science to the art of our communications through more effective planning

National Relay Service alert—public announcement

ACMA Communications report case study—old way

ACMA Communications report case study—new way: accessible, informative, engaging and widely disseminated

Communications Report 2010-11

Facebook: E-commerce in Australia

Digital dividend auction mini site

Digital dividend auction 2012

ChangeConvergence

RelevancePlanning

Amazing contentEngagement

Thank you