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Communications 2.0
Christine Donnelly—Manager, Marketing and Communications
Katie Tilden—Engagement Manager
Convergence
Relevance—key to the agenda
Change
A mass media-only approach is no longer enough.
Users want access> however> wherever> whenever.
A new roadmap
Strategic intent—communicating and facilitating
Stakeholder centric
Making users part of our DNA
Engaged and participative communities
Build ACMA communities
Stakeholder segmentation
Personas and needs
Fulfill needs
Engagement
Deploy web 2.0 tools
Develop social media skills
Build ACMA social network
Build product offering
Grow rich media
Lift editorial engagement
Develop digital offering
Develop capability
Skills and structure
Communications products
Leadership in a more engaged
world
Develop digital platform
Reboot acma.gov.au
Outreach and contact
management
Social media monitoring and management
Beautifully designed … useful, delightful, surprising
Engage
Cupcakes—wooing segments with richness and relevance
media.comms—structured for communications 2.0
Marketing, Communications Planning and EngagementMarketing ACMA brands and products
Planning and developing communications strategies
Social media, community building and stakeholder engagement
Digital PublishingDeveloping and publishing content for
acma.gov.au and engage.acma
Multimedia production
New ACMA new website
e-distribution
MediaManaging media relations
Coordinating and advising on media releases
Handling media queries
Undertaking and organising interviews and media appearances
Editorial ServicesWriting, editing and formatting external communications—reports and papers,
e-newsletters, blogs, publications
Developing/maintaining corporate style
Branding, design, merchandise
Advertising
media.comms
Communications 2.0
Christine Donnelly—Manager, Marketing and Communications
Katie Tilden—Engagement Manager
Comms 1.0 vs 2.0—what’s the difference?
OLD—Communications 1.0 NEW—Communications 2.0engage, consult, facilitate
Monologue Dialogue
More push than pull More pull than push
Analog Digital plus analog
Scattergun approach Targeted solutions
Mass reach Audience segmentation driven by user needs
Single channel Multi-channel
Singular (ACMA) view of content Diverse and rich content
Tried and tested approaches, cautious and risk-averse
Testing new approaches
One-off announcements Planned campaigns
Communications calendar is the key……get on it, to get on!
Strategic communications planning—in six steps
2. Communications brief
1. Communications Calendar
3. Briefing meeting
5. Communications activities schedule
4. Strategy development
6. Implementation and report
A modern system that brings science to the art of our communications through more effective planning
National Relay Service alert—public announcement
ACMA Communications report case study—old way
ACMA Communications report case study—new way: accessible, informative, engaging and widely disseminated
Communications Report 2010-11
Facebook: E-commerce in Australia
Digital dividend auction mini site
Digital dividend auction 2012
ChangeConvergence
RelevancePlanning
Amazing contentEngagement
Thank you