This document summarizes the Government Digital Service's (GDS) social media campaign to promote its expertise in digital transformation. The campaign saw significant engagement through tactics like short videos, audio clips, and a live Q&A session. Key results included setting a new benchmark for engagement, becoming a top 10 agile influencer, and achieving the highest number of Twitter video views. User feedback was positive. Lessons included promoting live events more and improving accessibility. Going forward, GDS aims to create more social media content but needs user help to do so.
2. ‘Dealing with government
departments is like treading water
out of your depth waiting for
someone to throw the life raft but it
never comes.’ User, August 2015
GDSGeorgina Goode & Suhail Adam
4. Campaign Objectives
Showcase GDS expertise
Demonstrate principles and approach
Demonstrate how principles are being utilised across
government
Share existing and test new content/tactics
Increase user engagement
Recruitment
GDSGeorgina Goode & Suhail Adam
5. Tactics
Low-cost visuals - pinpointing key principles
GDS experts as spokespeople
Short 30 second videos designed for Twitter
Audio clips for in-depth commentary
Live Q&A session - inviting user participation
Case studies from other departments
GDSGeorgina Goode & Suhail Adam
7. A new benchmark for engagement
has been set
GDSGeorgina Goode & Suhail Adam
8. Engagement
GDS
Source: Twitter Analytics, July 2015
Feb and March 2015:
#Sprint15 and Pre-Purdah
blogs
June 2015:
#Agile week
Georgina Goode & Suhail Adam
0
3,000
6,000
9,000
12,000
15,000
MonthlyEngagement
September 2014 - June 2015
June 2015:
#Agile week
9. @GDSteam now a top 10 agile
influencer
GDSGeorgina Goode & Suhail Adam
Source: TalkWalker, July 2015
10. The reach of our content =
950,000 social media users
GDSGeorgina Goode & Suhail Adam
Source: Twitter and LinkedIn Analytics, July 2015
11. GDSGeorgina Goode & Suhail Adam
Jamie Arnold
BlogLIVE Periscope
Lindsey Keighley video
Source: Twitter Analytics, July 2015
Impressions
#Agile week
announcementPeriscope
video on
YouTube
0
5500
11000
16500
22000
27500
Reach
Individual tweets sent during that week
12. Visuals
Visuals used to highlight key points and better illustrate
blogs and case studies
GDSGeorgina Goode & Suhail Adam
Total Reach:
34,765
Engagement:
815
13. Record achieved for highest
number of Twitter video views
GDSGeorgina Goode & Suhail Adam
15. Video
Testing YouTube vs. Twitter
players
Six videos created
Engagements: 3,500
Lindsey’s video trumped all
other video content
previously placed on Twitter
by 170%
GDSGeorgina Goode & Suhail Adam
Source: Twitter and YouTube Analytics, July 2015
17. In-depth audio
Jamie Arnold’s sketch and Soundcloud was the most
successful piece of content on LinkedIn during #Agile
Week
Achieved an engagement score of 6% (the industry
average is 0.3 - 0.5%)
Listened to over 300 times, with 10 downloads and reach
of 11,000
GDSGeorgina Goode & Suhail Adam
Source: LinkedIn and Twitter July 2015
18. First live GDS Q&A session run on
social media
GDSGeorgina Goode & Suhail Adam
19. Live Q&A
15 minute discussion on ‘Design in an
Agile Environment’
473 live views
1,146 Hearts
35 replays
10 user questions submitted
GDSGeorgina Goode & Suhail Adam
Source: Periscope, July 2015
25. What we learnt
Video: we need to run all videos via the Twitter player. No
one wants to click away from their newsfeed.
Accessibility: no subtitle/transcript options for Twitter
player or Periscope. We need to overcome this with the
content we create.
GDSGeorgina Goode & Suhail Adam
26. What we learnt
Promotion: without promoting live Q&As we cannot drive
traffic to them or encourage user participation. GDS blog
guidelines do not permit us to promote events. This is
something we’re looking into.
Improvement: there’s always things we can do better.
Titling in Periscope, stronger quotes, inviting more
feedback from users.
GDSGeorgina Goode & Suhail Adam
Engagement for #agile week was….
Engagements: total number of times a user interacted with a Tweet. Clicks anywhere on the Tweet, including retweets, replies, follows, favourites, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion.
Hashtag show that GDS’ #agile campaign was in the top-ten for one of the most engaged tweets using that hashtag and the most influential - in league to that of DevOps Summit and a technology Architect, #Scrum Master named Andrew Yochum.
#agile week used by others. ut just us. Worldwide used hashtag.
Explain reach
Week long campaign, is a real achievement - nearly a million users.
Content (or tactic if you want to see it that way) was driven by…
Really important to track how content performs in this way. We need to know which content works and which doesn’t so we can improve ad learn from.
Concentrate on things which work
Talk about transition between the 2 slides
- Point: created a new visual style for GDS in terms how to communicate with our audiences. This style and scheme is new for us and we’d like to continue using it.
Pervious record held by Tim O’Reilly Sprint 15 video where it had nearly an engagement of 300.
Comparing to other videos is very high. We need to keep improving. George will take about this in the learnings section a bit later.
3500 - good on twitter. However, further videos posted on YT saw views drop significantly and so overall we could have increased this figure greatly. But George will talk about this in a few slides time.
- We saw this great poster in room 6.03. We saw an opportunity to create a blog post surrounding this fantastic visual. Which we did. It was very well received on social.
Jamie Arnold’s blog about agile delivery service:
most ‘engaged’ content on LinkedIn and described as ‘Big thumbs up!’ and ‘Supercool…’
Generated over 500 ‘clicks’ and 104 ‘likes’
Listened to more than 300 times
Downloaded 10 times
Blog has had 5 comments
‘Engagement’ here is worked out by LinkedIn as the number of users who have been served a post in their newsfeed and have either clicked, liked, and shared the post.
Considering this actually a long-form content - it’s educational and requires time investment from users. So 300 is actually pretty good.
Which shows if the content is good, users will tune in and engage.
First use of mobile broadcasting app Periscope
Of the 473, 133 were viewing via desktop
we’re massively fortunate and lucky to have a great Creative team who made sure the setup was as professional as possible.
George will talk about ‘success’.
This slide is hidden. I’ve added ‘case studies’ and the metrics to slide 11.
Danish translation for LinkedIn comment: “Another good overview to get the processes through and aligned expectations”