Innovative communications

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Innovative communications for corporations - social strategy and strong social governance

Innovative communications for corporations - social strategy and strong social governance

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  • 1. Innovative CommunicationsDionne LewDirector CorporateCommunications
  • 2. Operating in a complex world
  • 3. Operating in a complex world•The Australian media power dynamic is changing.Similarly, the communications industry is expanding andbecoming more diversified.•Simplified communications are the future.•The divisions between work and life are blurring insociety – that changes the information cycle (eg 24 hournews cycle)•Games are popular and fun.
  • 4. Operating in a complex world•Tools like iPads are changing the way we consumeinformation.•The National Broadband Network (NBN) will change thelandscape even further.•Australians use of smartphones is increasing; in 2011,36% of mobile phone users owned a smartphone.*•16-24 year old Victorians, spend on average of 20 hoursper week on the internet, ahead of TV, radio, or readingnewspapers/magazines# Mitchells, 2011. Media Landscape, Mindshare, 2011. *Source: Australian Media Perspective, # Source: Roy Morgan, Asteroid Research, June 2011. Advertising & Information, Australia Scan, 2011.
  • 5. A changing view of the public sector
  • 6. A changing view of the public sector•Social media and two way engagement, is changing theface of the public sector and the way citizens view publicinstitutions.•What does this mean for government communications?•It’s about sharing information and collaborating to helppeople make better decisions. The web has ushered anew era of openness and transparency for publicorganisations.•It is also about putting the community and the customerat the centre of everything we do.
  • 7. Advocacy & influencing role for communications atVicRoads Place customer and community at the centre of organisational business activity, strategy development, decision making and communications. Communicators are increasingly required to be multi-channel experts.
  • 8. How did we get here?
  • 9. How did we get here?Communication clip – Direct route to license town
  • 10. How did we get here?Gaming – City GT
  • 11. How did we get here?Online campaigns – Eddie, Running lady, Don’t be a dickhead
  • 12. How did we get here?Online campaigns – Eddie, Running lady, Don’t be a dickhead
  • 13. How did we get here?Online campaigns – Eddie, Running lady, Don’t be a dickhead
  • 14. Putting the customer at the centre of our decisionmaking
  • 15. Understanding where we are at
  • 16. Understanding where we are at•Mobile usage grew by 261% from 2010 to 2011•Over 830,000 YouTube views•Almost 7000 followers on Twitter•720,000+ visits per month•Over 2,600 likes on Facebook pageWe are always learning in this space and looking atcreating an integrated digital experience for ourcustomers. We now have a digital vision and strategies tosupport it.
  • 17. Where are we heading?
  • 18. Where are we heading?
  • 19. Sustaining the conversation1 The Big Event2 Customer Service Facebook3 Online community consultation for our projects, strategies & policies4 IT procurement
  • 20. Imagining the Future•Facebook will look very different in five years time - there will be other platformscompeting.•Micro blogging sites continuing to grow.•Twitter will have more competition.•In video, users will be able to simultaneously watch and discuss a video.•Crowdsourcing on the rise.•A changing role for Google – continuing to push the boundaries of the current businessmodel.•Increasingly, users will be engaged in the design of digital applications.•New social protocols will spring up.•Are apps still relevant? Source: Elizabeth Churchill, principle research scientist, Yahoo! San Francisco.•Organisations to be continually scanning the environment.
  • 21. Source: Social media report, The Herald Sun, Melb, August 2011.
  • 22. Integrated video content is set to grow•Video is set to account for 81% of all internet traffic by 2015, up from50 % last year.•Demand for video is exploding, with 15 billion minutes traversing thenet every month (equal to 27,716 years of video).•It is estimated that, within three years, a third of all workers will befrom tech-savvy Gen Y. Source: Social media report, The Herald Sun, Melb, August 2011.
  • 23. Other key trends:1 Visual information reigns supreme, from video to images to infographics.2 Mobile and location-based marketing represent opportunities to expand content initiatives.3 Communicators must manage flow and develop the ability to respond in real-time in social channels.4 Bright, shiny objects, i.e. a fixation on newer channels and technologies, can distract from foundational channels, e.g. search, written content, such as blogs, and educational content, which is often essential in B2B channels.5 Budgets must increase to accommodate content channels such as video and mobile that requires larger production and development investment. Source: Beyond Tools, Marketers Must focus on Content (Altimeter Report). Jeremiah Owyang. 2012.
  • 24. There will be a trend for public organisations todevelop premium products and services to meetmarket demand. These will be customer driven andfocused.
  • 25. Where are we heading at VicRoads1 We are already seeing the shift in access from PC to mobile2 Mobilise Victorians by connecting through technology – accessible through mobile, Tablets and desktops3 Digitise VicRoads data and information in a way that is easy for Victorians to find when they need it, quick for them to use, saves them time and is an enjoyable experience4 A CMS to be mobile friendly, content generated by the community5 Consider apps as a way of generating content and information valuable to our core business (but apps aren’t a be all/end all destination in themselves – trend is mobile)6 Clear purpose and process for social media7 Keep listening to the consumer and building on the communication methods they use – making ourselves accessible
  • 26. Where are we heading at VicRoadsTHEN NOWAbsent PresentOne way engagement Two way engagementOrganisationally driven Organisation + customerPublications/brochures/PDFs Accessible, web/mobile friendly content3 min YouTube videos 30 sec YouTube videosMultiple apps/digital tools / Moving towards integrated mobile channel (ie one stop shop)Language sub-titles Literary = audio language + transcriptsWeb Web 2.0 /mobileiPhone apps Hybrid Mobile HTML 5One off/unique digital designs Same styling across all mobile, tablet and PC versions to ensure a consistent user experience.Social media Social media + traditional marketing