Government Digital Communications Summit The Mercure, Canberra: 15th May 18th May

Transcription

1 Government Digital Communications Summit 2018 The Mercure, Canberra: 15th May 18th May

2 Expert Speaker Line up: Shannon Kenna Division Head Communications and Parliamentary Commonwealth Treasury Frank Cachia Director of Communications Safe Work Australia Katherine Fraser A/Director Media Department of Defence Meredith Fairweather Branch manager, Communication Department of Jobs and Small Business Catherine Payne Executive Director, Digital and Customer Communications Department of Environment, land Water and Planning, VIC Elizabeth Bott Director of Digital Communities ATO Lachlan McKenzie A/Director Communications Strategy and Media Transport for NSW Laura Ramos Director, Digital Department of Family and Community Services Janine Shamley Jackson Communications and Marketing Manager Multicultural NSW Mark Bayly Online Communications Manager Victoria Police Natalie Staaks Chief of Staff Emergency Management Victoria Elliott Franks Social Media Manager Department of Natural Resources and Mines and Energy, QLD Gerald Tooth Manager Communications Department of Transport, QLD Peter Coppola Director of User Interface and Portal Information Department of Education NSW Robert Grieve Manager Executive Business Blacktown City Council Jane Metlikovec Founder and Managing Director Welcomm Imogen Corlette Former Marketing Communications Manager ABC Michael Hauser Head of digital Visit Victoria Jackie Woods Executive Manager, Strategy and Engagement Workplace Gender Equality Agency Catherine Ellis Director, Corporate Affairs Department of Finance, Service and Innovation, NSW Elizabeth Walter Communications Manager, Digital Department of Finance, Service and Innovation, NSW

3 CONFERENCE OUTLINE The Government Digital Communications Summit 2018 will bring together communications and digital leaders to discuss implementing successful digital strategies, approaches to online community engagement and protecting your department online. Attendees will gain insights through case studies from federal, state and local level Government organisations. KEY BENEFITS OF ATTENDING Optimise department processes by implementing a digital transformation Overcome digital fatigue by reaching your target audience Conquer common risks associated with digital communications Build a digital community around your department s work Integrate emerging technologies into your pre-existing strategy Taking a continuous improvement approach to your digital strategy AUDIENCE This event will bring together leaders in digital communications from Federal, State and local departments. Typical job title categories that will attend include: Directors of Media and Communications Directors of Digital Communications Head of Corporate Affairs Social Media Managers Head of Strategic Engagement Head of Community and Engagement Policy and Program Managers CONFERENCE LOGISTICS Venue: The Mercure Address: 39 Limestone Avenue, Braddon, ACT 2612 Dates: 15th May 18th May, 2018 Start/Finish: 8:50 am 5:30 pm REGISTRATION AND ENQUIRIES To register for Government Digital Communications Summit 2018 simply complete the registration form at the back of this brochure and send to: events@konnectlearning.com.au or call Alternatively, registrations can be made online at: SPONSORSHIP Strategic sponsorship opportunities are limited. Contact the sponsorship team on or events@ konnectlearning.com.au to discuss sponsorship package options.

4 Day One: Pre-Conference Workshop, 15th May, :30 Registration, morning coffee and tea Practitioners workshop: Developing and implementing an effective social media strategy in Government Introduction This intensive workshop will give you the tools to implement a practical and effective social media strategy that meets the needs of your department. You will learn how to gain company buy-in, create stakeholder-tailored content, gage the success of your initiatives and implement continuous improvement metrics into ongoing campaigns. Benefits of attending Drive community engagement by harnessing the power of social media Generate content that delivers your department s message Build community conversations by reaching your audience Communicate the value of your campaigns to senior leadership by understanding analytics 9:00 MORNING SESSION Understanding social media platforms Finding the best channel for your department Adapting your strategy to multiple platforms Managing multiple social media pages Taking a proactive approach to unforeseen social media developments Simplifying your message to 140 characters What is good content? How to use humour in a government context To meme or not to meme Keeping engagement while providing a learning value to your audience Tailoring content to specific markets 12:30 Lunch 1:30 AFTERNOON SESSION Cutting through the clutter to get your message across Growing your audience size through content marketing Striking a balance between paid and organic social media campaigns Extracting the most from your digital strategy through analytics Track stakeholder engagement by understanding digital metrics Reporting your success to senior executives Aiming for continuous improvement by setting goals Your Expert Facilitator: Imogen Corlette, Former Marketing Communications Manager (Head of PR), ABC, Current Director of Communications, Western Imogen Corlette is the Director of Communications for Western Sydney University. She is an award-winning PR and Communications Strategist based in Sydney. She has 20 years experience working in the Entertainment, Arts and NFP sector, and has a special interest in crafting public narratives for highly visible brands and people. She s well versed in creating integrated campaigns that combine media relations with content marketing and distribution, social media engagement and visual communication. Some of her proudest moments have included launching Opera on Sydney Harbour, running the #gendermatters advocacy campaign in the film industry, and shutting down King St for premiere of Sascha Baron Cohen s movie Bruno. She s never been a sweetie darling publicist despite having spent many years working with TV and movie stars! And credits her success with remaining true to her belief

5 8:15 Registration, morning coffee and tea 8:35 Opening remarks from chair: Jane Metlikovec, Founder and Managing Director, Welcomm DIGITAL LANDSCAPE FOR GOVERNMENT 9:00 Driving engagement in a constantly changing digital landscape The importance of communicating your department s message digitally Understanding your target demographics Creating citizen-centric communication Aligning digital initiatives to your department s message Aligning your digital strategy with your communication strategy Fostering trust through a transparent communication approach Catherine Ellis, Director, Corporate Affairs, Department of Finance, Service and Innovation Elizabeth Walter, Communications Manager, Digital, Department of Finance, Service and Innovation DIGITAL STRATEGY 9:50 Implementing an effective Government digital communications strategy Appreciating what best-practice looks like in the context of your agency Engaging all areas of your agency in the digital strategy Cultivating buy-in from the senior leadership team down Future-proofing your strategy to ensure efficiency and long term adaptability Frank Cachia, Director, Communication and Engagement, Safe Work Australia 10:45 Morning tea PANEL DISCUSSION: 11:00 What are the early challenges of starting your digital strategy? Starting on new platforms: What platform should you branch out onto? Is social media the right platform for you? Establishing your brand: How do you design your content strategy? What skills should your team invest in? Is video making and multimedia creation for you? Building a community: What are the best methods to build your initial community? How do you ensure your stakeholders can find you? How do you cast a wide net to draw a wider audience? Meredith Fairweather, Branch Manager, Communication, Department of Jobs and Small Business Katherine Fraser, A/Director, Media, Department of Defence Michael Hauser, Head of Digital, Visit Victoria DIGITAL STAKEHOLDER ENGAGEMENT 11:50 Streamlining your social media strategy Optimising content approval processes to maintain engagement and credibility Automating processes by seeking pre-approvals for content How to connect with your 24/7 customer when your DAY TWO 16TH MAY department is 9 to 5 Fostering workforce social media literacy to enhance your digital presence Turning executives and staff into social media advocates Elizabeth Bott, Director Digital Communities, Digital Experience and Internal Communications, 12:40 lunch 1:40 Boosting brand recognition Making your message resonate through engaging content Fostering buy-in by demonstrating your organisation s impact in the community Cultivating a distinct digital voice for your department Ensuring your organisation s message remains consistent across channels Generating interest through organic media campaigns Shannon Kenna, Division Head Communications and Parliamentary, Commonwealth Treasury 2:30 Maximising the functionality of your Treasury Management System Driving human interaction in a digital landscape Overcoming modern-media fatigue to ensure your message is heard Creating communication networks across broad demographics Enticing stakeholders to invest in your department through user-generated content Driving engagement with tailored content and social media sharing Jackie Woods, Executive Manager, Strategy and Engagement, Workplace Gender Equality Agency 3:20 Afternoon tea CITIZEN-CENTRIC DIGITAL COMMUNICATIONS 3:40 Optimising stakeholder expectations with user-centred strategies Approaching digital interactions as customer service How digital needs to be an extension of customer service Shaping digital spaces around the customer s needs and enquiries Creating advocates in a digital environment Lachlan McKenzie, A/Director, Communications Strategy & Media, Transport for NSW 4:30 Boosting your reputation by inspiring disengaged communities Motivating unwilling stakeholders by connecting over matters important to them Improving relationships by building empathy on social media Lessons learnt from failed digital strategies Laura Ramos, Director, Digital, Department of Family and Community Services, NSW 5:20 End of day one BEST PRACTICE SESSION:

6 8:15 Registration, morning coffee and tea 8:35 Opening remarks from chair: Jane Metlikovec, Founder and Managing Director, Welcomm DIGITAL RISK MANAGEMENT 9:00 Protecting your department s online credibility Proactively remaining positive despite your digital risks Changing your mentality to embrace the risk of losing control of the conversation Engaging stakeholders to mitigate negative comments Defending your message from miscommunication Safeguarding your message from critics and trolls Janine Shamley Jackson, Manager of Communications, Multicultural NSW 9:50 What to do when things go wrong Boosting risk tolerance with effective risk mitigation strategies Aligning your terms and conditions with the values of your organisation Preparing your department for a reputational crisis Putting the brakes on your digital campaigns Taking ownership of your department s mistakes Turning negatives into a positive Learning from your mistakes and implanting continuous improvement approaches Mark Bayly, Online Communications, Victoria Police 10:40 Morning tea DIGITAL TRANSFORMATION 11:00 Driving department productivity by creating internal cultural change Cultivating the digital first vision and mission in your workforce Enabling Change-agile leaders and supporting change advocacy Creating a fail fast succeed early authorising environment Addressing systemic people process and system issues by sponsoring enablement initiatives such as Shifting department processes to a single-destination online space Implementing successful large scale digital campaigns Fostering ownership through meaningful reward and recognition programs Catherine Payne, Executive Director Digital and Customer Communications, Department of Environment, Land, Water and Planning, VIC 11:50 Matching the pace of innovation Introducing new technologies to your community Launching apps Gaining community buy-in Mitigating the risk of untested strategies Managing monetary risks and deadlines when adopting new practices Convincing senior leadership to invest in innovation and new approaches Lessons learnt from failed change communications Natalie Staaks, Chief of Staff and General Manager Community, Emergency Management Victoria DAY THREE 17TH MAY 12:40 lunch 1:40 From Web Portals to Digital Experience Platforms What do traditional digital spaces look in 2018 Evolving your portal from a static space to an interactive platform Driving interaction by adding AI into your digital experience Preparing your systems for future technologies Peter Coppola, Director User Interface and Portal Information Technology, Department of Education, NSW DIGITAL CRISIS COMMUNICATION 2:30 Getting the message out ASAP in a crisis Delivering your message with authority on social media Ensuring open channels so your message is equally accessible Selecting the best mediums for your message Keeping your stakeholders informed of unexpected changes Balancing efficiency and accuracy with departmental objectives Elliott Franks, Social Media Manager, Department of Natural Resources and Mines and Energy and Department of Agriculture and Fisheries QLD 3:20 Afternoon tea 3:40 How your department can benefit from effective digital crisis communication Leveraging emergency situations to boost departmental credibility Establishing trust by being the first-turning point for your community Maintaining sensitivity to those affected by a crisis Integrating new digital connections into an engaged online community Lessons learnt from emergency management Gerald Tooth, Manager, Communications, Department of Transport and Main Roads, QID DIGITAL SUCCESS 4:30 Delivering a practical strategy on a limited budget Prioritising campaigns and allocating accurate spending Curating diverse skills within your communications team Aligning the team to organisational objectives through upskilling and training Cultivating senior executive by-in by demonstrating the benefits of a digital Robert Grieve, Manager Communications and Marketing, Blacktown City Council 5:20 End of day two NEW TECHNOLOGIES:

7 Day Four: Post-Conference Workshop 18th May :30 Registration, morning coffee and tea Workshop A: 9:00 am 12:30 pm Workshop B: 1:30pm-5:00pm Building long term relationships through digital channels The digital landscape is often seen as a one-way communication channel. Consequently, it can be difficult to foster a personal connection between your department and the stakeholder. This workshop will give you the innovative solutions to build a digital community with your stakeholders on your social media and digital channels. Learning outcomes: Learn how to connect with your audience over shared values and concerns Create conversations around your department s work Respond to stakeholder criticism constructively Involve your digital community with your department s projects Your Expert Facilitator: Elliott Franks, Social Media Manager, Department of Natural Resources and Mines and Energy and Department of Agriculture and Fisheries QLD Elliott is a pragmatic, digital native who loves to create innovative strategies to cut through the crap. His career has focused on utilising innovative digital communication techniques and social media marketing to honestly engage with the audience. In his current role, Elliott manages the Social Media team for four Queensland Government departments. His team manages over sixty communities. He Develops and implements best practice techniques, tools and processes for social media related project planning, management, communication and metrics across platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube and Vimeo. Delivering your message by integrating traditional and digital methods Audience fragmentation plays a pivotal role in preventing the success of digital campaigns. Different demographics engage with different digital channels, while some do not connect to digital mediums at all. This workshop will provide you with the knowledge to seamlessly integrate innovative digital technologies with tried-and-tested traditional methods to ensure you reach your whole audience. Learning outcomes: Identify the best methods to target different demographics Gain digital buy-in from your non-digital audiences Deliver campaigns on a small budget by selecting complimentary digital and traditional mediums Your Expert Facilitator: Jane Metlikovec, Founder and Managing Director, Welcomm Jane Metlikovec is a digital and PR expert who has recently started her own communications agency, Welcomm. Jane is the former head of digital communication at Victoria s Department of Education and Training, and is currently consulting with Transport for Victoria on a multi-billion dollar transport project. She has also led communications for IBAC, and was chair of Victoria s IPAA Communications Committee before becoming digital director at a Melbourne creative agency. Jane has created apps, websites and digital campaigns and is now also working with virtual reality. Jane is a former Herald Sun journalist and holds a Master of Communication. End of Workshops: 5:00 Lunch: 12:30

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