Challenges and solutions for government when entering the digital space - Perth

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Challenges and solutions for government when entering the digital space - Perth

  1. 1. CHALLENGES AND SOLUTIONS FOR GOVERNMENT WHEN ENTERING THE DIGITAL SPACE
  2. 2. What are we trying to achieve? Culture that Culture that supports risky supports low- risk drinking and drug drinking in the short use in the short and and long-term and long-term. actively discourages risky drinking and drug use. Education / Persuasion Strategies Intentions BehaviourAwareness Beliefs Attitudes Control / Design Strategies Based on Ajzen and Fishbein Model
  3. 3. What media communication initiativeshave traditionally been used ? Print Analogue Radio Analogue TV Cinema Outdoor Internet Digital TV Mobile SMS CampaignsMost public sector organisations are inactives that continue to rely on yesterdays technology toaddress tomorrows problems’. Web 2.0 applications offer unprecedented opportunities to achieve amore simple, user-oriented, transparent, accountable, participative, inclusive, responsive, joined-up,networked, and efficient government (Serrat, 2010).
  4. 4. How our target group is consuming media?
  5. 5. Why our approach needs to adapt?
  6. 6. Social Media Revolution 2 @ YouTube
  7. 7. How are our competitors using this medium?
  8. 8. How are our competitors using this medium?
  9. 9. Social media – do we have a choice?Social media is all about sharing and interaction, so it isimportant to ensure that the content is always fresh and enableaudiences to engage in discussions with the brand, product, orservice. It is important to note that our brand will be spokenabout online whether we are there or not. Today, businesseshave increasingly less control over the information availableabout them in cyberspace and at times having neither theknowledge nor the chance to alter publicly posted commentsprovided by their customers (Kaplan and Haenlein, 2010).
  10. 10. What is their approach?The 4P’s of Marketing:The things that influence our decision to purchase: Placement Product Price Promotion The alcohol industry has been extremely successful in utilising these marketing principles.
  11. 11. What should our approach be? The 4P’s of Social Marketing: Things that influence our community’s health include changes in the following: People’s behaviour and choices Product design and marketing Design and marketing of places Policies and political structures.Digital media is a great medium to influence the community, but how dowe do it well?
  12. 12. Case study one: Camel Girl – quirky entertainment
  13. 13. Case study one: Camel Girl – quirky entertainment
  14. 14. Case study one: Camel Girl – quirky entertainment
  15. 15. Case study two: Drug Aware Pro - engagement
  16. 16. Case study three: Ecstasy Campaign – newinformation
  17. 17. Case study three: Ecstasy Campaign – newinformation
  18. 18. Case study three: Ecstasy Campaign – newinformation
  19. 19. Case study three: Ecstasy Campaign – newinformation
  20. 20. Case study three: Ecstasy Campaign – newinformation
  21. 21. Case study three: Ecstasy Campaign – newinformation
  22. 22. Case study three: Ecstasy Campaign – newinformation
  23. 23. Principles we are learning to apply…1. You must have a digital policy2. Digital media takes time, training and resource3. Understand the medium and the constraints associated with it4. Research your audience in relation to issues and medium to determine your best approach5. Allow adequate time and budget to develop digital media initiatives6. Testing is essential in order to determine any unanticipated consequences7. Adequate approval processes are essential to protect all involved, as with any media initiative8. Your consumers need to have a voice, but this voice must be monitored9. Evaluate and reassess10. The digital world moves fast so we need to adapt with it and be prepared to use it well.
  24. 24. THANK YOU

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