Innovative communications for corporations - social strategy and strong social governance

1. Innovative Communications
Dionne Lew
Director Corporate
Communications

4. Operating in a complex world

5. Operating in a complex world
•The Australian media power dynamic is changing.
Similarly, the communications industry is expanding and
becoming more diversified.
•Simplified communications are the future.
•The divisions between work and life are blurring in
society – that changes the information cycle (eg 24 hour
news cycle)
•Games are popular and fun.

6. Operating in a complex world
•Tools like iPads are changing the way we consume
information.
•The National Broadband Network (NBN) will change the
landscape even further.
•Australians use of smartphones is increasing; in 2011,
36% of mobile phone users owned a smartphone.*
•16-24 year old Victorians, spend on average of 20 hours
per week on the internet, ahead of TV, radio, or reading
newspapers/magazines# Mitchells, 2011. Media Landscape, Mindshare, 2011.
*Source: Australian Media Perspective,
# Source: Roy Morgan, Asteroid Research, June 2011. Advertising & Information, Australia Scan, 2011.

7. A changing view of the public
sector

8. A changing view of the public
sector
•Social media and two way engagement, is changing the
face of the public sector and the way citizens view public
institutions.
•What does this mean for government communications?
•It’s about sharing information and collaborating to help
people make better decisions. The web has ushered a
new era of openness and transparency for public
organisations.
•It is also about putting the community and the customer
at the centre of everything we do.

9. Advocacy & influencing role for communications at
VicRoads
Place customer and community at the centre of organisational
business activity, strategy development, decision making and
communications.
Communicators are increasingly required to be multi-channel
experts.

10. How did we get here?

11. How did we get here?
Communication clip – Direct route to license town

12. How did we get here?
Gaming – City GT

13. How did we get here?
Online campaigns – Eddie, Running lady, Don’t be a dickhead

14. How did we get here?
Online campaigns – Eddie, Running lady, Don’t be a dickhead

15. How did we get here?
Online campaigns – Eddie, Running lady, Don’t be a dickhead

16. Putting the customer at the centre of our decision
making

17. Understanding where we
are at

18. Understanding where we
are at
•Mobile usage grew by 261% from 2010 to 2011
•Over 830,000 YouTube views
•Almost 7000 followers on Twitter
•720,000+ visits per month
•Over 2,600 likes on Facebook page
We are always learning in this space and looking at
creating an integrated digital experience for our
customers. We now have a digital vision and strategies to
support it.

19. Where are we heading?

20. Where are we heading?

22. Sustaining the conversation
1 The Big Event
2 Customer Service Facebook
3 Online community consultation for our projects, strategies &
policies
4 IT procurement

24. Imagining the Future
•Facebook will look very different in five years time - there will be other platforms
competing.
•Micro blogging sites continuing to grow.
•Twitter will have more competition.
•In video, users will be able to simultaneously watch and discuss a video.
•Crowdsourcing on the rise.
•A changing role for Google – continuing to push the boundaries of the current business
model.
•Increasingly, users will be engaged in the design of digital applications.
•New social protocols will spring up.
•Are apps still relevant?
Source: Elizabeth Churchill, principle research scientist, Yahoo! San Francisco.
•Organisations to be continually scanning the environment.

25. Source: Social media report, The Herald Sun, Melb, August 2011.

26. Integrated video content is set to grow
•Video is set to account for 81% of all internet traffic by 2015, up from
50 % last year.
•Demand for video is exploding, with 15 billion minutes traversing the
net every month (equal to 27,716 years of video).
•It is estimated that, within three years, a third of all workers will be
from tech-savvy Gen Y.
Source: Social media report, The Herald Sun, Melb, August 2011.

28. Other key trends:
1 Visual information reigns supreme, from video to images to
infographics.
2 Mobile and location-based marketing represent opportunities to
expand content initiatives.
3 Communicators must manage flow and develop the ability to respond
in real-time in social channels.
4 Bright, shiny objects, i.e. a fixation on newer channels and
technologies, can distract from foundational channels, e.g. search,
written content, such as blogs, and educational content, which is
often essential in B2B channels.
5 Budgets must increase to accommodate content channels such as
video and mobile that requires larger production and development
investment. Source: Beyond Tools, Marketers Must focus on Content (Altimeter Report). Jeremiah Owyang. 2012.

29. There will be a trend for public organisations to
develop premium products and services to meet
market demand. These will be customer driven and
focused.

31. Where are we heading at
VicRoads
1 We are already seeing the shift in access from PC to mobile
2 Mobilise Victorians by connecting through technology – accessible through
mobile, Tablets and desktops
3 Digitise VicRoads data and information in a way that is easy for Victorians to
find when they need it, quick for them to use, saves them time and is an
enjoyable experience
4 A CMS to be mobile friendly, content generated by the community
5 Consider apps as a way of generating content and information valuable to our
core business (but apps aren’t a be all/end all destination in themselves – trend
is mobile)
6 Clear purpose and process for social media
7 Keep listening to the consumer and building on the communication methods
they use – making ourselves accessible

32. Where are we heading at
VicRoads
THEN NOW
Absent Present
One way engagement Two way engagement
Organisationally driven Organisation + customer
Publications/brochures/PDFs Accessible, web/mobile friendly content
3 min YouTube videos 30 sec YouTube videos
Multiple apps/digital tools / Moving towards integrated mobile channel
(ie one stop shop)
Language sub-titles Literary = audio language + transcripts
Web Web 2.0 /mobile
iPhone apps Hybrid Mobile HTML 5
One off/unique digital designs Same styling across all mobile, tablet and PC
versions to ensure a consistent user
experience.
Social media Social media + traditional marketing