december 6th what’s now and what’s next in … · of eu cohesion policy communicators 5-7...
TRANSCRIPT
WHAT’S NOW AND WHAT’S NEXT IN COMMUNICATION
December 6th 2018
Closing session at the meeting of the INFORM and INIO networks of EU cohesion policy communicators 5-7 December 2018 - Brussels, Belgium
GOVERNMENTS TODAY
CANNOT ACHIEVE
THEIR PUBLIC POLICY
GOALS WITHOUT
EFFECTIVE
COMMUNICATIONS.
BEHAVIOUR
CHANGE
DIGITAL
GOVERNMENT
PUBLIC SECTOR
RECRUITMENT
PLACE
MARKETING
ENGAGEMENT &
PARTICIPATION
CAPABILITY
DEVELOPMENT
WHAT WE DO WPP is the leading global marketing and communications services company. Its agencies
partner with governments in over 70 countries on the policy challenges where
communication can have the greatest impact:
HOW WE DO IT
Drawing on our experience from around the world, The Practice
advises policymakers and public sector communication leaders on
strategy, innovation, capability development and global best
practice.
We invest continuously to advance our thinking and evidence on the
strategic use of communication.
SHARING GLOBAL BEST PRACTICE THE LEADERS’ REPORT
Spanning 40 countries, The Leaders' Report is the first comprehensive global review into how government and
public sector communication leaders and practitioners are working now, their concerns, and what they are
doing to prepare for the communication challenges of the future.
The world we’re in
More trends to watch
What does it mean for us?
EXTRA CONTENT IF NEEDED
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TLR CONTENT PART ONE: CHALLENGES
AN AGE OFANGER/DISLIKE/
DISBELIEF/ INSECURITY/
AND LACK OF TRUST
The world we’re in
DIGITAL REVOLUTION KEEPS ON GOING…
Digital TV Signal,
but SMART
capacities are
underused.
• Proportion of laptop owners has
exceeded desktop owners.
• Smartphone penetration keeps on
rising
Source: Euromonitor
37%
71%
26%
62%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop Laptop Tablet Smartphone Digital TV
EU Penetration 18+
Three key challenges…
12
Trust Audience Conversation
… in a rapidly-changing world…
Interdependency
Globalisation
Uncertainty
Geopolitical Disorder Better Lives
Individualisation Permanent Disruption
Exponential Growth
of Technology
… with rapidly changing media habits
Mobile
Desk top
Visual
Text Search
Discovery
From the age of deference…
15
From Deference to Reference to Proximity
Leaders
Elders
Experts
Celebrities
Friends, family, and ordinary people
Earning influence with elite
Celebrities
Friends, family, and ordinary people
Experts
Elders
Leaders
Earning influence within communities
Cele
bri
ties
Fri
en
ds, fa
mily, an
d o
rdin
ary
peo
ple
Exp
ert
s
Eld
ers
Lead
ers
Enabling
experiences to
earn influence
How do we (re)connect ?
citizen centricity
What does it mean for us?
A new public space
17
DATA
Measurement &
Evaluation Behavioural
Objectives
Strategy
Planning & Content
Development
Execution
Adaptation
Optimisation
Data & Insights
20
The way we communicate and engage has changed
21
22
Targeting affects policy
outcomes as well as efficiency Lancashire
Prevalence of diabetes in
adults:
7.6% Diabetes searches per
capita:
0.25 Hampshire
Prevalence of diabetes in
adults:
6.5% Diabetes searches per
capita:
0.31
Source: National Diabetes Information Service, Diabetes Prevalence
Model for Local Authorities in England and GroupM data
Campaigning for an EU that delivers on jobs and growth
ALL ABOUT LIFESTYLE
May 2017 – January 2018, Finland: A collaboration with the lifestyle blogger Avec Sofié (30.000 followers and subscribers) resulted in
four visits of EU funded projects in Bulgaria, Latvia, Belgium and Finland, as well as a visit of the start-up event SLUSH in Helsinki.
CO-CREATION - INFOMERCIAL
Belgium - Collaboration with VTM 90-second infomercial on the positive influences of EU
funding on the Leuven-based innovation hub imec, one
of the Belgian flagship projects.
Why VTM? • largest commercial broadcaster in Flanders
• target audience = broader public, mainly families, generally not
so well-informed about the EU
• VTM has a market share of over 30% in Flanders, over
350.000 Facebook followers and over 200.000 Twitter
followers.
The Superfood Experience ARCTIC WARRIORS
The Superfood Experience ARCTIC WARRIORS
Raw food breakfast event in attendance of 11 mainstream and lifestyle journalists and bloggers Cooperation with the popular food blogger and book author Hanna Hurtta, who moderated the event and published an own post
on her blog.
January 2018, Austria: local press visit to the Apeiron project in Vienna on 25 January. A total of 13 media participated in
the press visit, including representatives of top Austrian media ORF, Kleine Zeitung, Kronenzeitung and Kurier. Following
the visit, eight media have already published pieces in print and online media, as well as TV..
WHEN BIOTECH MEETS HUMAN Wiener Zeitung kurier
ORF – Wien heute evening news
10 TIPS FOR EFFECTIVENESS IN COMMUNICATION
29
Be citizen-centric From rational arguments
to emotion
Two-way engagement From information
to communication
Know where your audiences are and
understand their needs
Reduce production
Maximise distribution
Work with partners
Balance digital and real life
experiences
Localised approach, but linking
the levels Plan, test, measure, adapt
THANK YOU
Contact Laure Van Hauwaert
Twitter @laurevh
Email [email protected]
Website wpp.com/govtpractice
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