Integrating Digital Markets - Welsh Assembly

2. Rhelowr Cynnwys Digidol
Digital Content Manager
Tîm Cyfathrebu Cynulliad Cenedlaethol Cymru
National Assembly for Wales Communications Team
Dean George
Dean.George@assembly.wales
@deanogeorge

3. @deanogeorge

4.  Ensuring our digital presence chimes
with the Assembly’s values
 Placing end users at the heart of digital
work
 Driving meaningful engagement
through digital spaces
 Positioning the Assembly as a world
leader in digital excellence
 Planning and delivering strategically
effective digital content
 Encouraging and enabling Assembly staff
to develop good knowledge and
confidence in current digital practices
The digital team

5. This presentation
Committees and digital
Spotlight on Facebook Campaigns
How we make digital campaigns part of committee work
How we’ve been using Ads and Live
On the horizon
What’s next for the Assembly?

6. Online presence of committees
Committees can use
Digital methods to:
 Bring broader public involvement
into scrutiny
 Increase network of influence
 Raise the profile of the Committee
and its impact
Digital can use
committee work to:
 Educate the public on how the
Assembly works
 Increase participation with the
Assembly’s work
 Help make the Assembly digitally
innovative

7. Content Engagement Involving
Written content
Following style guide
Neutral and accurate
Well composed
Technically competent
Audio-visual content
Effective photos and graphics
Effective video content
Effective audio content
Technically competent
Frequency / relevance
Scheduling using key times
Feed is kept active
Reactions to news/events/trends
Linking / retweeting
Technically competent linking
Link clicks increasing
Effective internal retweeting
Effective external retweeting
Spotlighting / repetition
Older content used effectively
Campaign approach
Tools / innovation
Tools used to enhance content
Adoption of new technology
Audience
Follower numbers increasing
Interaction numbers increasing
Reach increasing
Connecting
Choice of accounts to follow
Talking to other big accounts
Hashtags
Campaign hashtags suitable
Use of Assembly hashtags
Use of external hashtags
Mentions
Number of mentions increasing
Effective use of mentions
Conversation
Effective responses to queries
Initiatives conversation
Welsh
Welsh language is equal to English
Steps taken to enhance Welsh
Work of the Assembly
Role of the Assembly is regularly
promoted and explained
Contribute to broader Assembly
campaigns
Participation
Opportunities for participation
outlined regularly and clearly
Guidance for participation
Results of participation shown
Assembly Members
AM accounts promoted
AMs mentioned in conversation
Regular cross promoting of AMs

8. Online presence of committees

9. Online presence of committees
Two examples of using existing processes and
materials to create content
1. Blogging using briefings
2. Videos from events/evidence

10. Listicle
A simple format that can
be used effectively.
Essay
Show off your knowledge
with in depth structured
piece on a subject.
Explainer
It could be something
random, topical or it
could be something you
get a lot of questions
about.
How to / Guide
Simple useful step by
step breakdowns for
people to follow and do
something specific.
Collection
Compile a handy list of
resources for people.
Online presence of committees
Blogging using briefings
Promotion
Blogs can be used
simply to frame a call to
action as part of a
campaign or initative.

13. Using video evidence

14. Filming attendees at stakeholder events

15. Advantages of using video evidence/events
1. Politically neutral
Their views not the committee’s or the Assembly’s
2. Less of the usual talking heads
Harsh but true. Makes content more varied, relatable.
3. Trusted voices and influencers
High profile people within their sector and possibly beyond.

16. Spotlight on Facebook Campaigns
Ads
Events

17. Spotlight on Facebook Campaigns
Broadcast our public events and allow people
to interact with them outside of the space
Raise awareness about inquiries and
generate discussion
Promote chamber and committee business
1
2
3

18. Facebook Live – Public Events

19. Facebook Live – Business

20. Facebook Live - Inquiries

21. Facebook Live - Inquiries

22. Facebook Ads
Right to Buy Trains in Wales

23. What’s next?

24. What’s next?
The Assembly should organise its online platforms around user needs
and develop an evaluation framework to measure how its content is
consumed.
The Assembly must develop a culture where people feel both able and
empowered to try new approaches to delivering digital services without
fearing the consequences of this not going exactly to plan.
The Assembly should put people - rather than the organisation
and its processes - at the heart of topical news stories and aim for
an emotional connection with the public it serves.

25. Rhelowr Cynnwys Digidol
Digital Content Manager
Tîm Cyfathrebu Cynulliad Cenedlaethol Cymru
National Assembly for Wales Communications Team
Dean George
Dean.George@assembly.wales
@deanogeorge

26. @deanogeorge