Agenda
- Defining clear goals for your social media strategy to ensure actions are aligned with your organisation’s objectives
- Segmenting your audience based on factors such as age, location and interests to effectively tailor your content and message effectively
- Analysing audience feedback and engagement metrics to refine and optimise your content strategy
Karen Owens
Manager Communications and Marketing
Melbourne Water
- Understanding platform demographics and their alignment with your target audience to optimise social media strategy and
engagement efforts - Experimenting with new content format and storytelling techniques such as interactive features and UGC to captivate the audience’s
attention and enhance engagement - Strategically distributing content across relevant social media platforms to optimise content positioning and maximise reach
Panellists:
Haydyn Jones
Associate Director of Social Media
Department of Home Affairs
Kendall Masters
Communications Manager, Social Media
Victoria Police
Kath McKenzie
Executive Manager Community
Engagement and Communications
Northern Beaches Council
- Conducting comprehensive audits by reviewing accounts, content and strategies to identify areas of improvement and potential
shortcomings - Utilising technology to save time and streamline listening and reporting
- Building the right culture and procedures to foster strong connections and translating this into communications
Michelle Lee
Acting Manager Digital Content and Social Media Strategy
Department of the Prime Minister and Cabinet
STREAM
A
Navigating legal, ethical and privacy challenges in social media to ensure compliance and gain trust
Chair:
Donna Elkins
Digital Content Manager
City of Sydney
- Understanding the ethical importance of copyright in content
creation whilst emphasising transparency for building audience
trust - Exploring how copyright limatations can inspire innovative
social media strategies and foster out-of-the-box thinking - How The Art Gallery of NSW has navigated complex copyright
considerations by engaging with artworks and audiences through referential interactive content rather than directly manipulating artworks
Holly Bennett
Social Media Manager
Art Gallery of NSW
- Developing comprehensive policies for social media usage to
navigate content standards, response protocols and privacy
considerations - Navigating monitoring systems to swiftly identify inappropriate
content and policy violations - Utilising platforms to provide updates, share information and
engage with the public openly and honestly
Moderator:
Serryn O’Regan
Chief Executive Officer
Equinim College
Panellists:
Liz Grey
Manager, Social Media and Campaigns
NSW Department of Education
Helen Sui
Chief Executive Officer
Moonee Valley City Council
- Conducting regular risk assessments to identify potential social media crises
- Implementing tools for continuous monitoring such as listening platforms, alert systems and analytics to detect potential issues
and respond promptly - Establishing proactive communication channels to address issues quickly and maintain public trust during crises
Serryn O’Regan
Chief Executive Officer
Equinim College
- Developing clear and transparent community guidelines that
define acceptable content and behaviour on platforms - Providing feedback mechanisms such as comment sections,
surveys and public forums to encourage engagement, gather input and monitor for inappropriate content - Implementing moderating tools to monitor, filter and review content to ensure compliance with guidelines
Lucy Zupan
Digital Channels Lead
City of Perth
STREAM
B
Fostering a unique brand identity and freedom in content production
Chair:
Karen Owens
Manager Communications and Marketing
Melbourne Water
- Learning the key steps to building a strong social media brand and creating content that aligns with your goals
- Setting KPIs and measuring performance outcomes
- Discovering common branding mistakes in government and how to avoid them
Mitchell Dye
Corporate Communications Lead (Acting)
City of Greater Geelong
- Fostering a growth mindset to create a supportive environment
that appreciates risk-taking and innovation in content - Promoting exposure to a wide range of sources to encourage diverse inspiration
- Implementing collaborative brainstorming to harness collective
creativity and drive effective solutions
Rachel Lee
Social Media Manage
CSIRO
• Finetuning communication protocols through creating
standard operating procedures for messaging across organisation’s to ensure consistency and clarity in public
communications
• Utilising social media leads to run departmental social media accounts, resulting in cross collaboration and content generation
• Conducting regular interorganisational meetings to discuss ongoing campaigns and messaging strategies to foster a culture of collaboration and alignment
Maddison Stafford
Head of Communications and Media
Austin Health
- Creating dedicated channels such as press releases, media briefings and social media platforms to provide regular updates and information
- Monitoring communication channels closely and responding
promptly to inquiries, feedback and concerns from the media and public - Addressing issues openly, quickly and accurately to aid in transparency and build trust
Panellists:
Beth Barber
Communications Manager
University of Melbourne
Maddison Stafford
Head of Communications and Media
Austin Health
- Exploring the intersection between risk and creativity
- How to spot opportunities for experimenting with your content
- Discussing frameworks to weigh up risk across channels and topics
Donna Elkins
Digital Content Manager
City of Sydney
- Investigating automation tools and scheduling software to streamline content creation and posting processes
- Outsourcing tasks such as graphic design or content writing to freelancers or agencies to assist with limited budgets and staff
- Prioritising high-impact activities and platforms that align with goals and target preferences to maximize efficiency and effectiveness
Ellen Axford
Manager, Digital Marketing
Australian Trade and Investment Commission
*Virtual presentation
Extend your networking experience at our exclusive Networking dinner at the James Said Bistro. at 6:30 pm on 30th October. Celebrate your achievements, connect with industry professionals
- Securing audience reach by swiftly adapting to algorithmic changes
- Enhancing digital literacy by investing in ongoing training and technology upgrades to ensure the workforce can quickly adjust to new trends and platform updates
Kendall Masters
Communications Manager, Social Media
Victoria Police
- Leveraging data driven insights by analysing content performance to identify what resonates and why
- Focusing on quality over quantity by investing in research based content to ensure it is memorable and impactful
- Utilising niche targeting by honing in on segments of your audience with tailored content to address unique needs and interests
Panellists:
Luis Gaitan
Senior Media Producer
University of Melbourne
Xavier Sitsky
Social Media Officer
ABS
- Creating content that caters to specific interests and behaviours to drive engagement and reach
- Adapting your content to suit the characteristics and preferences of each platform and audience
- Adopting multichannel approach by distributing content across various platforms to increase audience reach
Liz Grey
Manager, Social Media and Campaigns
NSW Department of Education
Steam
A
Solidifying an inclusive online presence through cultural safety, diversity and accessibility
- Using data analytics to identify your audience and comprehend their unique requirements
- Customising content to mirror the diversity present in your demographics
- Implementing inclusive practices to ensure all content is accessible for people with disabilities
Elli Summers
Team Leader Social Media
Brisbane City Council
- Developing inclusive content that reflect diverse groups within the community to ensure all groups feel represented and included
- Hosting community consultations with multicultural groups to gather feedback and integrate their input into policy making processes
- Leveraging data analytics for diversity and inclusion in social media to analyse engagement patterns and tailor content
Panellists:
Beth Barber
Communications Manager
University of Melbourne
Mitchell Dye
Corporate Communications Lead (Acting)
City of Greater Geelong
Stephanie Edwards
Acting Digital Accessibility and Content Consultant
Department of Human Services SA
- Creaing accessible, readable posts to enhance your digital presence
- Impelemting features such as Alt Text for images and captioning for multimedia
- Using #CamelCase hashtags and the right emojis for the right feels
Stephanie Edwards
Acting Digital Accessibility and Content Consultant
Department of Human Services SA
- Establishing CSR strategy that outlines goals, objectives and target outcomes that align with the organisation’s values, objectives and community needs
- Showcasing CSR initiatives on social media to establish a brand with commitment to social improvement and community welfare
- Collaborating with stakeholders including businesses, NGOs and the public to address social challenges
Beth Bar
Communications Manager
University of Melbourne
Steam
B
Fostering a unique brand identity and freedom in content production
- Implementing automation in workflow to expedite review processes and reduce manual errors
- Utilising tools such as Asana and Trello for task management and tracking progress to ensure timely approvals
- Restricting the number of approvers to avoid bottlenecks and streamline the decision-making process
Marie Tweedy
Digital Media Coordinator
King County Department of Natural Resources and Parks USA 
*Virtual presentation
- Securing executive buy-in by leveraging data analytics to illustrate the pivotal role of social media in advancing the organisation’s mission and goals
- Demonstrating the value of experimentation using data and case studies
Haydyn Jones
Associate Director of Social Media
Department of Home Affairs
- Developing a clear plan and sticking to it for consistent
results - Leveraging budget-friendly tools and software to work
smarter, not harder - Exploring how AI can enhance your social media efforts
while being mindful of potential pitfalls - Getting more mileage from your content by repurposing it
across platforms
Gina Narayan
Digital Marketing Coordinator
Logan City Council
- Leveraging creative visuals including infographics, videos and images to make content more engaging and shareable
- Fostering two-way communication and employee advocacy by engaging the audience and responding to comments
- Empowering employees and increasing relatability through sharing real life stories and case studies
- Using organisational strategy and brand values to drive storytelling and engagement
Hannah Robertson
Content and Channel Manager
Royal Melbourne Hospital
- Utilising data analytics to deeply understand audience preferences and behaviours and drive interactions
- Analysing engagement and conversion rates to optimise content reach
- Continuously monitor your content strategy using data analytics to improve performance and achieve better results
Kath McKenzie
Executive Manager Community Engagement and Communications
Northern Beaches Council
- Refining targeting strategies by using data analytics to identify and target specific audience segments to increase effectiveness of organic content
- Exploring the journey of experimenting with various platforms to streamline social media channels
- Evaluating performance metrics by regularly reviewing engagement rates, click through rates and conversion data to adjust content for better performance
Jason Kempen
Social Media Manager
Australian Digital Health Agency
AI has the potential to enhance efficiency, improve audience targeting and analyse large volumes of data effectively. However, without a comprehensive understanding of AI utilisation, risks of introducing biases, inaccuracies and privacy concerns may arise. These issues could undermine trust in governmental institutions and lead to ethical dilemmas such as unintended discrimination, privacy concerns and a lack of transparency.
Delegates of this interactive workshop will gain the tools and knowledge to effectively implement AI into their social media strategy and lead the digital landscape.
Attend this practical workshop and learn how to:
- Introduce the latest AI technologies into social media operations to optimise workflow and creativity
- Leverage AI for content creation, curation and distribution on social media platforms
- Enhance audience engagement and customer service with AI personalisation and messaging
- Inform decision making and incorporate AI insights into strategy development
- Implement AI ethics and governance frameworks to ensure up to date procedures surrounding the newest digital age
Chris Smith
Co-Founder and Chief Executive Officer
BIGR Social
Adam Bax
Co-Founder
BIGR Social
Harnessing the potential of social media platforms can be challenging due to frequent algorithm changes, audience fragmentation, and strict data privacy regulations. Adapting content to suit different formats and managing negative feedback while maintaining a positive public perception are additional hurdles to overcome.
Delegates of this interactive workshop will gain practical knowledge and skills to effectively leverage social media platforms and ensure an impactful social media presence.
Attend this practical workshop and learn how to:
- Understand platform dynamics and their unique features, algorithms and audience demographics
- Modify content for different platforms to suit the requirements of each channel
- Engage your audience and build community and maximize reach
- Manage crises effectively and build positive reputation using platforms
- Adapt to platform changes and trends to maintain an effective social media presence
Tiffany Sayers
Co-Founder and Director
Loft Social
Daniel Buttigieg
Co-Founder and Director
Loft Social