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. <ul><li>Users want access </li></ul><ul><li>however </li></ul><ul><li>whe...
A new roadmap
Strategic intent—communicating and facilitating
Build ACMA communities
Engagement
Build product offering
Develop capability
Develop digital platform
Beautifully designed … useful, delightful, surprising
Engage
Cupcakes—wooing segments with richness and relevance
media.comms—structured for communications 2.0 Marketing, Communications Planning and Engagement Marketing ACMA brands and ...
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 2.0 engage, consult, facilitate Monologu...
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...
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
<ul><li>Communications Report 2010-11 </li></ul><ul><li>Facebook: E-commerce in Australia </li></ul>
 
 
 
 
Digital dividend auction mini site  <ul><li>Digital dividend auction 2012 </li></ul>
 
Change Convergence Relevance Planning Amazing content Engagement
Thank you
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Communications 2.0

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Public Sector Marketing & Communications Summit 2012, Canberra

Delivered by ACMA's Christine Donnelly, Manager, Marketing and Communications and Katie Tilden, Engagement Manager.

Published in: Business
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Communications 2.0

  1. 1. Communications 2.0 Christine Donnelly—Manager, Marketing and Communications Katie Tilden—Engagement Manager
  2. 3. Convergence
  3. 5. Relevance—key to the agenda
  4. 6. Change
  5. 7. A mass media-only approach is no longer enough. <ul><li>Users want access </li></ul><ul><li>however </li></ul><ul><li>wherever </li></ul><ul><li>whenever. </li></ul>
  6. 8. A new roadmap
  7. 9. Strategic intent—communicating and facilitating
  8. 10. Build ACMA communities
  9. 11. Engagement
  10. 12. Build product offering
  11. 13. Develop capability
  12. 14. Develop digital platform
  13. 15. Beautifully designed … useful, delightful, surprising
  14. 16. Engage
  15. 17. Cupcakes—wooing segments with richness and relevance
  16. 18. media.comms—structured for communications 2.0 Marketing, Communications Planning and Engagement Marketing ACMA brands and products Planning and developing communications strategies Social media, community building and stakeholder engagement Digital Publishing Developing and publishing content for acma.gov.au and engage.acma Multimedia production New ACMA new website e-distribution Media Managing media relations Coordinating and advising on media releases Handling media queries Undertaking and organising interviews and media appearances Editorial Services Writing, editing and formatting external communications—reports and papers, e-newsletters, blogs, publications Developing/maintaining corporate style Branding, design, merchandise Advertising media.comms
  17. 19. Communications 2.0 Christine Donnelly—Manager, Marketing and Communications Katie Tilden—Engagement Manager
  18. 20. Comms 1.0 vs 2.0—what’s the difference? OLD—Communications 1.0 NEW—Communications 2.0 engage, 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
  19. 21. Communications calendar is the key……get on it, to get on!
  20. 22. 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
  21. 23. A modern system that brings science to the art of our communications through more effective planning
  22. 25. National Relay Service alert—public announcement
  23. 26. ACMA Communications report case study—old way
  24. 27. ACMA Communications report case study—new way: accessible, informative, engaging and widely disseminated
  25. 28. <ul><li>Communications Report 2010-11 </li></ul><ul><li>Facebook: E-commerce in Australia </li></ul>
  26. 33. Digital dividend auction mini site <ul><li>Digital dividend auction 2012 </li></ul>
  27. 35. Change Convergence Relevance Planning Amazing content Engagement
  28. 36. Thank you

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