GovernmentCommunicationService
AnthonySimon
HeadofDigitalCommunications,10DowningStreetandCabinetOffice
June2014
Whatdoes GCSdo?
1. We base our government campaigns on research and evidence and use this to
inform our campaigns and segm...
Membership
 Each government communicator automatically becomes a member of the
Government Communication Service
 Core – ...
DecreasingtrustintheEU,nationalgovernment,
andpoliticalparties
4
Source: Eurobarometer
Decreasing trustinmedia,includingtheinternet
0%
10%
20%
30%
40%
50%
60%
70%
Sep-06
Nov-06
Jan-07
Mar-07
May-07
Jul-07
Sep-...
Trustinonlinecommentishigh–especiallytrustinfriends’comments
Source: TNS digital life
58
47
55 55
43
50
56
51
46
45
40
41
...
ABCofcommunications
1. It’s about the Audience not the organisation
2. Brevity and impact in the moments that matter are
n...
Greatcampaigns
Presentation title - edit in Header and Footer
EVALUATION: Breast Cancer:
saves 70 lives pa. Identified
nee...
Setting objectives
Behaviour
Change
Creating
Understanding
Building Awareness
9 Presentation title - edit in Header and Fo...
TheGovernmentCommunicationsPlanfor2014/15:
what’sdifferent?
For the first time this year’s plan takes a pan-Government vie...
Togetherbuildingastrongeconomy,afairsocietyandasecure
country
Economic
Confidence
Fairness and
aspiration
Britain in
the W...
Economy
Themed weeks
• Infrastructure – “We’re
#BuildingBritain”
• Employment –
#GetBritainWorking
• Plus, events like Bud...
#BuildingBritain
• A week-long campaign from No10 highlight infrastructure projects
up and down the country.
Those involve...
The photos
The results
Numerous construction firms, major projects, and industry bodies joined the
conversation, including:
Analytics and evaluation
Follows: 44,500
Unfollows: 12,100
Mentions: 13,400
Total 2,546,549 +31,542
New likes: 1,359
Unlik...
Case study - economy core narrative
Determine the extent of use and pick-up of the government’s core narrative on the
econ...
Dementia campaign
Identify advocates
Life sciences
Actionable insight
39,000
35,000 36,000 36,500 34,000
41,000
46,700
10 Downing Street Facebook
page
People reached
Average...
Actionable insight
Website - SEO
Make it easier for people to find your
content
Change page name and URL for main page on
...
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Anthony Simon, Government communication service

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Directors of communications from 15 Swedish county councils visited London to learn more about the health and care system in England.This presentation is from this visit.

NHS Improving Quality planned and hosted the study tour as a result of close links with Jönköping, one of the councils represented in the delegation. Our guests learned about the important role of communications specialists in transforming healthcare in England, and the leading role NHS Improving Quality has taken in engaging and mobilising staff at scale and pace.

During the study tour it became obvious that many of the challenges and opportunities we face in our health and care system mirror those in Sweden, in particular issues such as emergency care, obesity and smoking, patient safety and working with the media. This was a fantastic opportunity for NHS Improving Quality to strengthen alliances at an international level and share ideas and approaches, and we hope to build on this in the future

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Anthony Simon, Government communication service

  1. 1. GovernmentCommunicationService AnthonySimon HeadofDigitalCommunications,10DowningStreetandCabinetOffice June2014
  2. 2. Whatdoes GCSdo? 1. We base our government campaigns on research and evidence and use this to inform our campaigns and segment audiences 2. We are clear about the story our government agency is trying to tell, and can express it in a way that makes sense to citizens 3. We have the confidence of our political and/or organisational leaders 4. All our major communication activities that they have a defined strategy and outcomes (approach, messages, audience, milestones) 5. We run campaigns on government and public service priorities that have milestones and use multiple but integrated media channels including social media 6. We routinely evaluate and measure our work and can identify the change in awareness, understanding and behaviour that has resulted from our work 7. Government departments and agencies works together to achieve these goals
  3. 3. Membership  Each government communicator automatically becomes a member of the Government Communication Service  Core – Any professional civil servant communicator  Associate – A non-professional civil servant communicator in a communications role  Affiliate member – All public service communicators not working in central government
  4. 4. DecreasingtrustintheEU,nationalgovernment, andpoliticalparties 4 Source: Eurobarometer
  5. 5. Decreasing trustinmedia,includingtheinternet 0% 10% 20% 30% 40% 50% 60% 70% Sep-06 Nov-06 Jan-07 Mar-07 May-07 Jul-07 Sep-07 Nov-07 Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 The internet TV Radio The press I would like to ask you a question about how much trust you have in certain institutions. For each of the following institutions, please tell me if you tend to trust it or tend not to trust it? EU % of ‘tend to trust’ Trust in… Source: Eurobarometer
  6. 6. Trustinonlinecommentishigh–especiallytrustinfriends’comments Source: TNS digital life 58 47 55 55 43 50 56 51 46 45 40 41 33 41 35 36 0 10 20 30 40 50 60 70 Poland Italy Spain UK Germany France Netherlands Romania Friends Strangers % internet users who trust comments people write about brands
  7. 7. ABCofcommunications 1. It’s about the Audience not the organisation 2. Brevity and impact in the moments that matter are necessary to be heard in the conversation 3. It’s a conversation where Content is king. It is no longer good enough to broadcast material. Presentation title - edit in Header and Footer
  8. 8. Greatcampaigns Presentation title - edit in Header and Footer EVALUATION: Breast Cancer: saves 70 lives pa. Identified need, creative implementation and robust evaluation OBJECTIVE: Blood Donors: Generates many thousands of blood donors, at a campaign cost of £4.60 per donor IMPLEMENTATION: Pub Loo Shocker. Drink Drive campaign. Video because target audience watch YouTube, 11 million views INSIGHT: Potential recruits search from their mobile so we know where they are. We learn that most recruits come from areas with a naval history or know someone in the services STRATEGY: Brilliant, bold images to sell GREAT Britain
  9. 9. Setting objectives Behaviour Change Creating Understanding Building Awareness 9 Presentation title - edit in Header and Footer Campaigns should move audiences from awareness of an issue through understanding that it matters to them to changing their behaviour to address the objective of the campaign
  10. 10. TheGovernmentCommunicationsPlanfor2014/15: what’sdifferent? For the first time this year’s plan takes a pan-Government view of communications 130 priorities across 17 Depts 3 cross- government campaigns
  11. 11. Togetherbuildingastrongeconomy,afairsocietyandasecure country Economic Confidence Fairness and aspiration Britain in the World Threecross-government campaigns
  12. 12. Economy Themed weeks • Infrastructure – “We’re #BuildingBritain” • Employment – #GetBritainWorking • Plus, events like Budget Economy dashboard • top themes discussed by peaks and volume • compare to previous activity – Budget 2013 • pre-defined list of influencers to check if our messages featured • most read and shared owned content and assets – looking for our content to appear in top 10
  13. 13. #BuildingBritain • A week-long campaign from No10 highlight infrastructure projects up and down the country. Those involved in infrastructure projects were invited to tweet/send pictures from on site with the slogan ‘We’re #BuildingBritain’ • Influential contributors from construction companies such as Skanska, BalfourBeatty, Kier and industry professional bodies, like RICS and the Institute of Civil Engineers • 3,900 tweets from 2,260 contributors • Tumblr blog featuring photos from the activity
  14. 14. The photos
  15. 15. The results Numerous construction firms, major projects, and industry bodies joined the conversation, including:
  16. 16. Analytics and evaluation Follows: 44,500 Unfollows: 12,100 Mentions: 13,400 Total 2,546,549 +31,542 New likes: 1,359 Unlikes: 300 Follows: 204,003+1,059
  17. 17. Case study - economy core narrative Determine the extent of use and pick-up of the government’s core narrative on the economy Search core phrases across • Government – are depts using the narrative on web and social? What’s the pick-up? • Local media • Economists • Financial journalists • Lobby Journalists
  18. 18. Dementia campaign Identify advocates Life sciences
  19. 19. Actionable insight 39,000 35,000 36,000 36,500 34,000 41,000 46,700 10 Downing Street Facebook page People reached Average post reach Facebook Reach • Status posts reach double number of people than a photo or a link post • On average, posts on Sunday reach 27% more people than on a weekday – schedule more posts at weekends • Engagement also higher at weekend – more time to click, read and comment? • Shorter messages = increased engagement.
  20. 20. Actionable insight Website - SEO Make it easier for people to find your content Change page name and URL for main page on economy from ‘Economic growth’ to ‘UK economy’ to reflect higher volumes of search traffic. Result: search traffic to page up 50% since change made Used data from: • Google Adwords – search volumes • Google Trends – interest over time • Hitwise – UK specific search data

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