Plan Melbourne
Unlocking the secrets behind Victoria’s
largest public consultation
Image by BPhotos
Melbourne is the world’s most livable city thanks in
part to decisions made more than 50 years ago.
Work ...
Governments
around the globe
now embrace
online
consultation.
Mass
democratisation
through
technology is
reshaping the way...
As expectations
continue to
grow, public
sector
communicators
are adapting to
more with less.
On-demand
technology is
changing the way
people consume
media.
This is having an
impact on
traditional
approaches to
adver...
Insert YouTube video:
http://youtu.be/XIuX3iFY2I4
“A city is not an accident,
but the result of coherent
visions and aims”
Leon Krier, The Architecture of Community
The vie...
Two core aims
were central to all
communication.
Six channels
worked together to
deliver a consistent
narrative.
Continual...
A refreshed brand helped reinforce a sense of
shared responsibility. It reminded people the
choices they are helping make ...
Print, radio and online worked
together to raise awareness and
encourage people to get
involved.
30% of traffic from
mobile devices.
Strong correlation with
advertisements and
website visits.
Surveys in daily papers
hel...
Social media
helped increase
message reach
and deepen
conversations
8000 surveys
completed
800 Melburnians at
the forum
200 joined in online
250+ stakeholders
100 organisations at
roundtable...
Help! We couldn’t do everything at
once...
[Effective partnerships with experts gives
flexibility and agility]
[Can ramp u...
Social media by engagement level
Social media at the public forum
Manually graded sentiment helped gather insights
Participants at the
forum continued
the conversation
during breaks
● Promoted on social media
● 9am-3.45pm
● 424 entries (one per minute)
● 127 remote participants
(during) and 89 in follow...
● 161 posts by the social media team (some pre-
written, such as biographies)
● 172 tweets from the #planmelbourne hashtag...
(c) William Gottlieb via Flickr
What did we learn?
1. Keep the content coming
2. Pick the best team you can
find
3. Can ou...
Insert YouTube video:
http://youtu.be/0zHUo4OOyPA
To wrap up
• Communication is evolving,
we need to adapt
• Resource pressures help
drive productivity and
innovation
• Nee...
Follow us:
@DarrenWhitelaw@CraigThomler
Questions?
Plan Melbourne case study
Plan Melbourne case study
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Plan Melbourne case study

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Given at the AMI Government Communicators forum by Darren Whitelaw & Craig Thomler

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Plan Melbourne case study

  1. 1. Plan Melbourne Unlocking the secrets behind Victoria’s largest public consultation
  2. 2. Image by BPhotos Melbourne is the world’s most livable city thanks in part to decisions made more than 50 years ago. Work is now underway to shape the future of Melbourne for 2050 and beyond…
  3. 3. Governments around the globe now embrace online consultation. Mass democratisation through technology is reshaping the way we deliver public value.
  4. 4. As expectations continue to grow, public sector communicators are adapting to more with less.
  5. 5. On-demand technology is changing the way people consume media. This is having an impact on traditional approaches to advertising.
  6. 6. Insert YouTube video: http://youtu.be/XIuX3iFY2I4
  7. 7. “A city is not an accident, but the result of coherent visions and aims” Leon Krier, The Architecture of Community The views of the people are at the heart of the vision for Melbourne’s future. A clear plan for two- way engagement was critical.
  8. 8. Two core aims were central to all communication. Six channels worked together to deliver a consistent narrative. Continual listening, ongoing analysis and evaluation helped refine and adapt.
  9. 9. A refreshed brand helped reinforce a sense of shared responsibility. It reminded people the choices they are helping make today will echo for generations to come.
  10. 10. Print, radio and online worked together to raise awareness and encourage people to get involved.
  11. 11. 30% of traffic from mobile devices. Strong correlation with advertisements and website visits. Surveys in daily papers helped people have their say
  12. 12. Social media helped increase message reach and deepen conversations
  13. 13. 8000 surveys completed 800 Melburnians at the forum 200 joined in online 250+ stakeholders 100 organisations at roundtables 48,000 unique website visitors 16,000 discussion paper downloads 5500 YouTube views 598 formal submissions The largest consultation in Victoria’s history
  14. 14. Help! We couldn’t do everything at once... [Effective partnerships with experts gives flexibility and agility] [Can ramp up when needed] [Builds capability through skills transfer] [Need clear rules and guidelines] [Self hosted discussions] We couldn’t do it alone
  15. 15. Social media by engagement level
  16. 16. Social media at the public forum
  17. 17. Manually graded sentiment helped gather insights
  18. 18. Participants at the forum continued the conversation during breaks
  19. 19. ● Promoted on social media ● 9am-3.45pm ● 424 entries (one per minute) ● 127 remote participants (during) and 89 in following 24 hours ● Compiled as report (94 pages) A liveblog meant anyone could get involved
  20. 20. ● 161 posts by the social media team (some pre- written, such as biographies) ● 172 tweets from the #planmelbourne hashtag ● 61 images, some photographed by the social media team, others sourced from Twitter and Instagram and including presentation slides ● 24 polls replicating the polls in the room ● Four videos from Plan Melbourne’s YouTube channel ● Two comments directly to the live blog from participants Liveblog content
  21. 21. (c) William Gottlieb via Flickr What did we learn? 1. Keep the content coming 2. Pick the best team you can find 3. Can outsource responsibility, but not risk 4. Have clear management plans and processes in place 5. Measure and report, test and refine 6. Be risk aware, not risk averse
  22. 22. Insert YouTube video: http://youtu.be/0zHUo4OOyPA
  23. 23. To wrap up • Communication is evolving, we need to adapt • Resource pressures help drive productivity and innovation • Need a combination of paid, earned and owned media • Have a plan, but be flexible • Trust your partners and listen to their advice • #JBDI
  24. 24. Follow us: @DarrenWhitelaw@CraigThomler Questions?

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