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Online Engagement in the Public Sector


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Victoria Online Seminar Series Presentation 7 November 2011 by Nick McPherson, Viacorp. The presentation includes: Information about best practice in Digital Communications, Online Engagement and Social Marketing; Case studies from some of the most innovative Government Departments; and How social media and interactive technology can improve stakeholder engagement

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Online Engagement in the Public Sector

  1. 1. Online Engagement Workshop November 2011 1
  2. 2. Agenda & Outcomes• Agenda & Format  Introductions  Video 2011 Showcase • Online video paradigm shift • Top 5 Trends • Case studies • Summary  Digital Media Workshop Overview  Client Presentation – Chris Riordan, DHS  Q&A – Chris Riordan & Marc Duval (DPCD) 2
  3. 3. Video 2011 Showcase • What are the trends? • Who is leading the way? 3
  4. 4. Rapid growth in desktop and mobile video streaming• Online Video will account for 46% of consumer internet traffic by 2014• Video streaming will consume 66% of global mobile data by 2014• Netflix video streaming accounts for more internet traffic in the US than any other single sourceDesktop Internet Traffic Mobile Internet Traffic 4
  5. 5. Online Video in Australia 5
  6. 6. Mobile devices are accelerating video uptake 6
  7. 7. Apple devices dominating mobile video 7
  8. 8. What’s Hot Right Now• The 5 trends you need to know about and how we can help you stay on top of them 8
  9. 9. 1. Reaching audiences across multiple devicesWhat is it ? • Giving viewers a consistent experience across desktop, tablet and mobileWho is doing it ? • CommSec • Sydney Opera House • TonTonHow can Viocorp help you ?• Automatic device detection and support for all major devices• Advice on how best to deliver your content across new platforms 9
  10. 10. 2. Reaching audiences across multiple channelsWhat is it ? • Streaming events across YouTube, Facebook, iPhone AppsWho is doing it ? • Vivid Festival Sydney Opera House • TedX Conference • Virgin Mobile Laneways Festival • Sky News Federal electionHow can Viocorp help you ? • Viocorp is a YouTube premium partner • Experience of delivering online video into most social media channels 10
  11. 11. 2. Reaching audiences across multiple channelsWhat is it ? • Live streaming digital marketing events into Facebook fan pagesWho is doing it ? • NRMA Challenge • Vodafone Pinata Challenge • SonyEricssonXpediaHow we can help you ? • Experience of streaming into Facebook • Live stream from anywhere using liveBOX technology 11
  12. 12. 3. AccessibilityWhat is it ? • Transcripts of videos • Closed captioning • Sign language (AUSLAN) videosWho is doing it ? • Australian Public Service (now) • We expect it to expand to other sectorsHow we can help you ? • Transcript / Captioning coming in Viostream • XML transcript ingest to simplify / automate captioning process 12
  13. 13. 3. What is Accessibility & WCAG 2.0 ?• The degree to which a product, device, service, or environment is available to as many people as possible.• Focuses on people with disabilities or special needs and their right of access to content through assistive technology.• (WCAG) 2.0 covers a wide range of recommendations for making Web content more accessible.• Conformance Level & Deadline for the Australian Public Service:  A by December 31 2012 (e.g. Transcript & closed captions for on-demand video)  AA by December 31 2014 (e.g. Live captioning for webcasts)  AAA TBC• All Public Service websites and web content created after July 2010 must meet at least WCAG 2.0 Single A by 31 December 2012. 13
  14. 14. 4. Viewer InteractionWhat is it ? • Twitter Feed / Chat • Engaging audiences by giving • Survey / Polling them tools to interact with the presentationWho is doing it ? • 70% + of all Live events • Doritos Battle of the Flavours • Vodafone PinataChallengeHow we can help you ? • Online Q&A 14
  15. 15. 5. LiveBOX – Streaming live from anywhere• What is it ?  Ability to live stream from anywhere  Portable unit with 7 x 3G SIM cards and up to 21 simultaneous connections• Who is doing it ?  Tourism – Great Ocean Road  Sports – Rugby League for Sky Sports  Corporate – KPMG• How can we help you ?  Open the boundaries to what can be live streamed  Reduce cost and complexity of live event broadcast
  16. 16. Summary• Think about engaging your audiences through all the applications that are appropriate – are your audiences using iPhones, iPads etc?• Ensure that video is integrated into your social media strategy• Consider how your content can be made more interactive – e.g. User generated content competitions, live chat with the CEO, vote for your favourite idea etc.• Maintain a watching brief on accessibility - we‟ll keep you posted on developments 16
  17. 17. Best Practice Case Studies 17
  18. 18. CASE STUDY: Department of DefenceCHALLENGE- Provide a link between the members of the Australian Defence force and their families- A large number of video assets that needed to be made available to the media and members of the general public- In response to public events or crises new video assets needed to be able to upload them quickly and easilySOLUTION CustomisedMedia Portal Users can view the video on PC, Mac, iPad, iPhone Accessible - Users can download media and transcripts Large amount of content easily managed with search functionality Sharing via Facebook, Twitter, email, and URLRESULTS• Collectively the videos have been viewed 1000‟s of times• DoD is now seen as an open and proactive communicator 18
  19. 19. CASE STUDY: RTA Graduate ProgramCHALLENGE- Compete for talent in a marketplace with much “sexier” alternatives- Attract good candidates and sustain the interest and excitement during prolonged process- Promote Aboriginal Graduate recruitmentSOLUTION Regular video messages including peer testimonials RTA customised interface + an Aboriginal specific design interface SMS message + Newsletter sent to Graduates regularly with a link to videos Users will be able to pull through the video thumbnail, title and player URL into Facebook Wall or private message or Twitter feedRESULTS• High interest generated from RTA Graduate program• RTA is perceived as a tech savvy organisation• Date: July 2011 – March 2012 19
  20. 20. CASE STUDY: Sydney Opera HouseCHALLENGE• Deliver an engaging and compelling Vivid Festival by providing live, interactive video to audiences around the worldSOLUTION Live stream of the „Lighting of the Sails‟ during the Vivid festival to SOH YouTube channel, SOH website and an iPhone app. Viocorp partnered with Apple and YouTube to test and deliver live stream for 12 consecutive daysRESULTS• iPhone app had over 1000 downloads a day• 100% uptime for 6hrs every night for 12 consecutive days• Vivid Festival experience was enhanced by viewers able to watch the live stream and listen to the soundtrack through a mobile device at the same time• Sydney Opera House launched their new Live video web page catapulting their online brand awareness 20
  21. 21. LIVE STREAMING TO YOU TUBE - Election debateElection 2010Google / YouTube – Australian Election 2010• Viostream streamed the live debate to the Australia Votes YouTube Chanel• Viocorp facilitated interactivity with questions from media, local school students and the YouTube community about upcoming federal election.• Senators Kate Lundy and Scott Ludlam, Mr Paul Fletcher MP, and NSW State Manager AEC Mr. Doug Orr• Video Solution  Viocorp took an AV feed from the production company  LiveBOX sent the content to Viocorp‟s Operations Centre where it was encoded live and distributed to remote viewers• Return on Investment  The event is now available for viewing on-demand and has had over 150,000 views 21
  22. 22. LIVE WEBCASTING: Strategy Rollout to All StaffDEECD• Rollout of Strategic Direction to All Staff  Over two sessions, the Hon, Martin Dixon Minister for Education communicated the strategic plan all DEECD staff.  1000 staff gathered in venue with some staff meeting in regional offices to watch and several hundred also watched from their desk tops• Video solution  Filmed at Dallas Brooks Hall, broadcast to 9 remote venues, also available via desktop  Two camera shoot to enhance viewer engagement  Synched slides  Moderated Q&A  Accessibility i.e. AUSLAN interpreter• Outcomes - Greater reach and engagement with staff - Regional office infrastructure testing and consulting 22
  23. 23. LIVE WEBCASTING - Forums with PollingDepartment of Education, Employment andWork Place Relations (DEEWR)• Australian Youth Forum hosted by Kate Ellis, Minister for Youth - Live interactive webcast production.• Video Solution  Real-time polling of audience (in-room and online)  3 cameras and a vision mixer used to capture content  LiveBOX sent the content to Viocorp‟s Operations Centre where it was encoded live and distributed to remote viewers: PC, Mac, iPad & iPhone  A moderated web chat was used to engage the remote audience in the conversation and allow them to post questions to the panel in real-time  The event is now available for viewing on-demand• Return on Investment  Using a digital platform to communicate with the Youth was a successful strategy which, combined with real time polling, significantly increased engagement 23
  24. 24. LIVE WEBCASTING – with Moderated Web ChatDepartment of Education, Employment andWorkplace Relations (DEEWR)Australian Education Ministers 2010 Biennial Forum, Hostedby the Minster for School Education, Peter Garrett.• The Forum brought together over 300 of Australia‟s educational leaders and practitioners.• It provided the opportunity to showcase best-practice initiatives that are improving student outcomes, transforming schools and shaping the education environment into the future.• Video Solution  Three concurrent full day live streams  Live Webcasting Engagement  Live moderated web chat - Interactivity via a twitter feed and moderated Q&A• Return on Investment  Being able to select from three concurrent streams was empowering for the user.  Real time feedback was enabled 24
  25. 25. EXTERNAL COMMUNICATIONS - Prime Minister’sVideosDepartment of Prime Minister & Cabinet(PM&C)• The Multimedia section of the PM&C website, enables members of the public to keep up to date with announcements and speeches made by the Prime Minister.• Members of the public can watch community events that are filmed and uploaded to the Prime Ministers website Eg Community Cabinet Meetings.• Video solution  The Department of Prime Minister & Cabinet have a Viostream Standard license which gives them access to a powerful digital media publishing platform allowing them to broadcast high quality video and audio content to digital devices such as websites, mobile and webTV portals.• Return on Investment  The Prime Minister is able to communicate with the public through a secure, direct channel  The Department maintains full control over content and is able to communicate without being subject to „media spin‟ 25
  26. 26. EXTERNAL COMMUNICATIONS – Public InterestDept. of Planning and CommunityDevelopment• Video Series on Positive Behaviour in Sport• Partnership with AFL to showcase series of videos to build and share knowledge about respect in sport.• These videos celebrate the contribution that grassroots players and footy fans make towards stronger communities.Video solution  Viocorp hosts the footage transcoded it and uploaded it to the Internet so that those who wish to watch it „on demand‟.  Transcripts also available  Professional Video Platform for full control and reporting of all you digital content, including images (thumbnails), audio and video. 26
  27. 27. EXTERNAL COMMUNICATIONS – Public InterestDept. of Planning and CommunityDevelopment• Video Series „In Our Words‟• In Our Words is a Digital Storytelling Project which aims to record up to 200 stories of the wartime experiences of Victorian veterans and civilians. The project is being run by the Victorian Government in partnership with the Australian Centre for the Moving Image (ACMI) and the Shrine of Remembrance.Video solution  Viocorp hosts the footage transcoded it and uploaded it to the Internet so that those who wish to watch it „on demand‟.  Transcripts also available  Professional Video Platform for full control and reporting of all you digital content, including images (thumbnails), audio and video. 27
  28. 28. LIVE WEBCASTING - Industry ForumsDepartment of Broadband Communications& Digital Economy (DBCDE)• Online Retail Forum - 18 February 2011• The forum brought together Australian retailers and other parts of the supply chain to discuss the opportunities and challenges that exist for Australian retailers in the digital economy.• Video solution  Viocorp delivered a live webcast of the event over four hours  Participants contributed their thoughts about online retail on Twitter using the hash tag #orf11  Viocorp provided a transcript post event for the On-Demand content • Return on Investment  The webcast of the online retail forum enabled a broader audience to listen to this highly topical subject. 28
  29. 29. LIVE WEBCASTING – Multi Stream Industry ForumsDepartment of Broadband Communications& Digital Economy (DBCDE)Korea, Australia, New Zealand (KANZ) BroadbandSummit• KANZ Summit was hosted by Senator Stephen Conroy with his counterparts from Korea and New Zealand. The summit brought together industryand government representatives to share insights into their experiences in developing broadband-enabled digital economies.• Video solution  Viocorp took a feed from the host Broadcaster to deliver a Live Webcast of the entire event which comprised of two simultaneous streams running over two days  The event was sold out well in advance so the client requested a fast turnaround for the „on demand‟ content. Viocorp delivered on demand content within 2 hours of each live presentation.• Return on Investment  The live webcast of this international event extended the coverage to interested stakeholders in Korea, New Zealand & Australia. 29
  30. 30. LIVE WEBCASTING - Self-managed Live WebcastingDepartment of Education, Employment andWorkplace Relations (DEEWR)• DEEWR deliver self managed live webcasts from their own custom made, sate of the art Theatre.• Video Solution  Live events extended to remote audiences  4 HD cameras and a vision mixer capture content  Video conferencing used to engage remote presenters  Content encoded live and distributed to remote viewers: PC, Mac, iPad & iPhone  Several user engagement options available the click of a button:  Synchronised slides  Live Q&A, Live web chat, Twitter  Live captioning• Return on Investment  Efficiencies achieved by reducing travel costs associated with communicating to remote audiences 30
  31. 31. HIGH PROFILE EVENTS - Thought LeadershipDepartment of Prime Minister & Cabinet(PM&C)• Australian Government 2020 Summit• The Australia 2020 Summit brought together 1000 participants from across the nation and generated more than 900 ideas. The Summit was an exciting initiative aimed at harnessing the best ideas for building a modern Australia ready for the challenges of the 21st century.• Video solution  Viocorp delivered live webcasts of the opening and closing ceremonies as well as key sessions, making them accessible to the general public.  Development of the dedicated publishing website• Return on Investment  The 2020 summit was widely publicised and the webcast enabled the public to have visibility and to feel like they were directly contributing to the conversation 31
  32. 32. HIGH PROFILE EVENTS - Event invitationsThe Singapore Workplace Safety and Health(WSH) Conference 2010• The inaugural WSH Conference 2010 was a high- level conference bringing together senior government officials, CEOs and WSH professionals from diverse industries.• Focused on policy updates and changes to legal rights• Registration rates were lower than in previous years so digital invitations were sent from the Executive Chairman of the Council to increase engagement.• Video solution  Video invite included a short 1 min video from the Chairman  The player for the invitation was customised to fit WSH brand guidelines  The file was enabled with bandwidth detection allowing the best possible video quality to be delivered to the user• Return on Investment  Dramatic increase in event registrations 32
  33. 33. Digital Media Workshop Overview • Assessment of how your current strategy is being executed • Identify priority action points • Digital Media Workshop available for interested departments, agencies & institutions • Please contact to book your complimentary workshop 33
  34. 34. Video Presence - exampleHow effective is your video presence – is the content you have easy to find, identify, search ? Volume Ubiquitous 4 3 2 1 Minimal Prominence Front and 4 3 2 1 Buried Center Related Easy to Find 4 3 2 1 Hard to Videos Access Displayed as Clear 4 3 2 1 Obscure Video Search Integrated& 4 3 2 1 Ineffective Useful Video Presence Subtotal 34
  35. 35. Why Viocorp• Local partner  Viocorp operates under the departments conditions stated in Commonwealth Deed of Standing Offer  Viocorp provide Commonwealth and State Departments with control over brand, publishing and distribution of content  Viocorp is an Australian company with local R&D and support• Comprehensive solution  Viocorp provides an end-to-end digital media publishing service  Viocorp provides a private & secure storage facility for digital media assets  Content can be published from Viostream to YouTube at the click of a button• Proven track record  Viocorp has worked closely with various Federal & State Government Departments for over 3-years and will customise solutions to the departments needs  Viocorp is committed to continuous improvement and understanding the Governments evolving requirements  Viocorp is the market leader in live & on-demand streaming services to the Australian public service 35
  36. 36. Viostream •Manage •Encode •Host •Publish 36
  37. 37. CredentialsDepartment of Prime Minister
  38. 38. Vision: Where do you want to get to? 38
  39. 39. Thank You 39