Agenda

9:00 - 12:00 Workshop A: Leveraging AI Strategically: Tools, Trends and Real-World Impact

This interactive workshop explores how to practically and strategically integrate AI tools into your work. Participants will leave with a solid understanding of what’s possible with AI, what limitations still exist, and how to use AI to drive measurable outcomes. Live demonstrations and real case studies will highlight impact, usage, and the resources required for successful adoption.

Throughout the session, the facilitator will present real-world case studies demonstrating how, with the right platforms and skill sets, AI can be integrated into operational workflows, content creation, and delivery.

Attending this workshop you will:

Deepen your understanding on AI capabilities and limitations, including risks and ethical concerns
Gain awareness of emerging AI trends within the communications sector
Strategic thinking around AI integration and align it with business objectives
Identify capabilities and tools needed to work with AI effectively
Get the confidence to start experimenting to apply AI tools strategically
Explore methods to measure AI performance to track AI’s success

1:00 - 4:00 Workshop B: Creating impactful video content: techniques to capture and maximize engagement

Video content is now the most powerful form of engagement across all social media platforms. For governments, it offers a unique opportunity to tell authentic stories, humanise services, and reach wider audiences in a relatable way. Whether it’s a quick
behind-the-scenes look, an explainer for a new policy, or a citizen spotlight, videos can dramatically boost engagement, trust, and
message retention when done thoughtfully.

This session will dive into why video is critical for social media success and how governments can create compelling content without always needing large budgets or professional production crews. You’ll learn practical techniques for both low-fidelity (lo-fi) and
high-fidelity (hi-fi) video production, so you can flexibly adapt based on resources, timelines, and campaign goals.

By the end of this session, participants will:

Understand how to plan and create video content that aligns with campaign objectives and audience needs.
Be equipped to storyboard and structure impactful video narratives that resonate with different community segments
Develop practical techniques to capture attention, drive engagement, and deliver key messages through video
Learn how to stretch one video idea across multiple platforms and formats to maximise reach and return on effort

7:00 Registration opens

8:45 Welcome to Country

8:50 Opening remarks from the Chair

9:00 Opening keynote address: Communicating with purpose: The changing role of social media in modern government

Examining the function of communications in delivering public value and shaping civic trust
Exploring how social media can move beyond announcements to enable connection, dialogue, and transparency

9:40 International case study: Incorporating memes into a government agencies’ social strategy to share, translate and connect with key messages

Influencing positive emotions across different generations through balanced selection of meme, considering copyright, ethics, relevance and impact
Understanding the value and benefits of memes to improve audience engagement

10:20 Panel discussion: Crafting success: Key elements of a high impact social media strategy

Comparing the difference in impact between short term campaigns vs. long term vision
Pinpointing benchmarks and metrics that reveals success: engagement, click through rate, watch time, follower growth vs vanity metrics
Highlighting smart practices around post frequency, timing, and the ethics, and effectiveness of recycling content
Strategising how to build and nurture online communities and engagement

Moderator:

Panellists:

STREAM

A

CONTENT
Writing content that matters and engages

11:30 Case study: Designing inclusive social media content to broaden audience reach and engagement

Intentionally fostering diversity through recruitment practices,
content development, and storytelling approaches
Embedding accessibility standards across all social media platforms, including policy templates and accessible design
features
Incorporating a proactive layer of accountability through fact-checking, stakeholder consultations, and identifying potential blind spots

12:00 Panel discussion: Crafting content with sensitivity and respect for vulnerable communities

Harnessing the power of storytelling to reflect resilience and
organisational commitment to communities and people
Strategically aligning content with organisational values and purpose to strengthen brand trust
Innovatively leveraging platforms, design techniques, tone and
paid elements for maximum reach and engagement

Moderator:

Panellists:

12:30 International case study: Stop the Scroll: How plain language supercharges your social media content

Demonstrating what plain, effective language is and how it increases engagement and accessibility
Identifying technical elements of plain language to ensure content is inclusive for communities with limited literacy, disabilities or non-native English proficiency
Applying plain language principles to real posts and increase public trust in your messaging

STREAM

B

INTERNAL PROCESSES
Streamlining and improving processes for increased efficiency and outcomes

11:30 Case study: Starting a social media team from scratch in a large complex department

Devising processes for content requests, advertising
protocols, content creation and reportin
Gaining buy in from internal teams and increasing understanding of the role of social to ensure best in class output
Strategising how to get social a seat at the leadership table

12:00 Case study: Integrating key enablers to empower a diverse network of content creators and drive meaningful impact

Creating a scalable strategy for a cohesive and connected social media presence across diverse teams and portfolios
Embedding consistency through enablement to foster highly connected, empowered, and inspired cohort of content creators
Developing operational frameworks to fuel creativity through
style guides, strategy, and collaboration

12:30 Case study: Bring order to chaos by optimising marcomms workflows, without bells, whistles or big budgets

Introduce a centralised ‘front door’ to streamline requests, improve planning and scheduling and regain visibility across all projects.
Implement a tiered workflow model to triage and prioritise high-impact work.
Align resources to business priorities and reduce overservicing through smarter workload management.
Ensure alignment with content creation and channels management to maximise impact.
Pilot the system with internal teams to build buy-in and drive long-term change.

2:00 Case study: Generating humorous content with purpose to enrapture and educate your targeted audience

Equipping greater confidence in balancing creativity and message of content
Leveraging metrics as a tool to gain executive approval and constructive criticism, and elevate and execute engaging content

2:30 Case study: Diversifying social media content without losing your identity

Overcoming the disconnection of niche, dry and distant content by harnessing powerful stories from volunteers, veterans and community
Building on collaborative partnerships to curate fresh content, reach new audiences and amplify shared goals without losing identity and voice

3:00 Case study: Exploring best practices for creating videos in the real world

Balancing creativity and bureaucracy to ensure a campaign succeeds
Connecting a story, not a policy, by identifying the right person who audiences can connect with
Crafting engaging content that attracts audience attention through strategic visual elements
Measuring success to generate insights

2:00 Panel Discussion: Building the communications architecture of the future: Designing scalable systems and frameworks that keep strategy strong through change

Build a resilient communication framework that maintains consistency and purpose during restructures
Streamline decision-making, approvals, and workflows to improve responsiveness and reduce duplication.
Empower teams to innovate within clear guardrails and shared principles.
Develop modular, data-informed structures that adapt to new portfolios, policies, and technologies

Moderator:

Panellists:

2:30 Case study: Optimising budgets to advance your organisation’s mission and amplify results

Articulating how social media initiatives reflect and reinforce an organisation’s strategic mission to secure executive endorsement
Showcasing the value of a dedicated social media budget in driving brand awareness and audience engagement
Utilising measurable metrics to build a compelling case for
increased budget, enhanced brand visibility and organisational reach

3:00 Case Study: Utilising smarter workflows and AI to streamline processes and drive inclusive efficiency.

Discovering how AI and accessibility can work together to streamline workflows, reduce rework and boost consistency
Embedding accessibility and AI from the start to increase productivity and strengthen engagement
Amplifying your impact through inclusion whilst ensuring automation doesn’t exclude users or create new barriers

4:00 Roundtable discussion

These roundtable discussions offers a unique chance to engage with data peers, sharing common challenges and best practices on a topic of your choice. Each of the six roundtables will be co-hosted by a technology expert and a government data leader, ensuring meaningful
and insightful conversations. At the end of the day, facilitators will present a summary of the key findings to the entire group, allowing all
participants to benefit from the collective insights.

Humanising social media channels to build human trust and connection

Integrating techniques that
prevent staff burn-out

Storytelling –Tricks of great story telling

Accessibility and inclusivity through formatting and visuals

AI – How to incorporate AI? Why incorporate AI?

4:30 Case study: Simplifying complex topics within the boundaries of legislation and build an engaging social media presence

Understanding the value of collaborating with subject matter experts to build trust, accuracy and creativity
Simplifying complex topics to create bite sized pieces of engaging content without compromising meaning or legislative accuracy
Achieving excellent engagement through tailored content for different audiences across multiple channels

5:00 Closing remarks from the Chair and end of day one

5:10 Networking drinks

8:00 Registration opens

8:45 Opening remarks from the chair

9:00 Keynote address: Enabling a healthy dose of experimentation and innovation in content creation

Exploring the role experimentation and creative plays in organisational engagement, communication and public trust
Creating safe spaces and internal workflows for staff to experiment, iterate and evolve
Integrating sustainable creative processes to prevent burnout
Highlighting how to ground creative content with the mission and purpose of the agency

9:30 International case study: Exploring Cambodia's use of social media to deepen public engagement

Highlighting Cambodia’s digital landscape and Cambodia’s government social media ecosystem
Demonstrating core functions, workflows and digital engagement strategy
Discussing how Cambodia is integrating AI, including smart translation, infographic generation and delivery of fast content creation
and delivery

10:00 Panel discussion: Gaining leadership buy in: Aligning social media strategy with organisational strategy and demonstrating value

Creating a practical strategies to earn confidence from senior leadership while maintaining compliance and governance
Sharing communication strategies and internal storytelling tactics to turn bold ideas into approved plans
Developing a social media strategy that aligns with organisational goals, mitigates risk and demonstrate value

Moderator:

Panellists:

10:30 Case study: In the eye of the storm: Leveraging social media during crisis to provide trusted and critical information

Unpacking key lessons on real time digital communications, agility and managing misinformation to amplify safety messages during
Cyclone Alfred
Optimising analytics to enhance trust and engagement while being responsive
Highlighting the importance of BAU to scale quickly during a crisis

Steam

A

CONTENT
Writing content that matters and engages

Steam

B

REPUTATION, MODERATION and CRISES
Protecting your reputation through risk mitigation and content strategies

11:30 Case study: Optimising impact with innovative representations of lived experiences and storytelling

Representing lived experiences with respect and integrity to
empower and impact community
Identifying how to offer depth and insight and avoid
tokenistic narratives
Exploring storytelling structures, tone and narrative framing
to resonate with platforms and audiences

12:00 Case study: Icare’s Paralympic Speakers Program campaign: Curating human stories through innovative and meaningful ways to drive awareness and build trust

Harnessing the power of storytelling to reflect resilience and
organisational commitment to communities and people
Strategically aligning content with organisational values and purpose to strengthen brand trust
Innovatively leveraging platforms, design techniques, tone and
paid elements for maximum reach and engagement

12:30 Panel discussion: Developing innovative ways of storytelling and embracing creativity to produce authentic content and connection

Demonstrating how diverse content formats—such as data, facts, images, and videos—can enhance audience engagement
Exploring practical methods and creative exercises to spark
innovation and fresh ideas
Sharing strategies for approaching sensitive topics with empathy, cultural awareness, and respectful storytelling
Empowering staff employees to be champions of content collection to spread awareness across all communities and regions

Moderator:

Panellists:

11:30 Case study: Foes to friends: building authentic relationships and improving sentiment

Exploring the challenges of creating authentic relationships as a government enforcement agency
Equipping the wider organisation with the skills to create engaging social media content and celebrating the results of their contribution to improve buy in
Using social media tools to manage and predict performance across different topics and themes

12:00 Case study: Building brand trust, likeability and engagement on Facebook through a reimagined content strategy

Identifying technical tips to improve likeability and engagement on Facebook
Responding effectively to negativity and building trust
Tuning into your audience and tailoring your message to match their expectations

12:30 Case study: Driving CALLS to ACTION by building a strong online presence and delivering tailored content

Building long term engagement through community first content and enabling critical messages to cut through
Identifying specific demographic audiences and adapting content styles to increase audience reach and relevance
Turning passive audiences into engaged allies by transforming traditional appeals into powerful CALLS to ACTION

2:00 Case study: Exhibition campaign: Designing effective long term campaigns that has proven results and impact

Crafting a robust plan to successfully execute long term campaigns
Strategising how to curate content that is not repetitive, salesy and dry
Balancing sensitivity of historical content and utilising it to drive key messages

2:40 Case study: Measuring success for digital campaigns (after and during the campaign period)

Choosing the best tracking method for your campaign to ensure the right data is captured at the right points
Setting up clean, consistent tracking to minimise errors and inconsistencies, enabling confident and meaningful reporting
Using Google Analytics and UTM tags to understand channel performance and overall campaign performance

2:00 Case study: Establishing a robust social media moderation policy to support safe and respectful communication

Recognising the importance of a culturally safe First Nations led approach to social media moderation in building public trust and strengthening agency reputation
Showcasing the success and impact of First Nations moderation practices through practical tips and techniques on Meta platforms
Embedding effective and culturally informed social media moderation strategies into existing organisational policies

2:40 Panel discussion: Managing toxicity and negative commentary to protect your reputation

Increasing staff capabilities to identifying misinformation, disinformation and toxicity
Discussing moderation techniques to deescalate negative comments
Sharing practical tips to encouraging civil dialogue, keeping communities safe and increase reputation

Moderator:

Panellists:

4:00 Keynote address StreetSmarts Road Safety Campaigns: Using tactical digital channels to reach young people

Leveraging platforms like Reddit, Twitch and programmatic audio as a strategy to reach a younger population
Tailoring content that engages and resonates with how to engage with younger audience

4:30 Closing remarks from the chair and end of conference

We’re building a program designed for the ever-changing world of social media. The Social Media for Gov Summit will return with a fresh new look and leading voices from across government and digital communication. Stay tuned

Agenda

Zackary Seipert

Mark Regan

Chris Riordan

Kendall Masters

Warren Kagarise

Moderator:

Chris Riordan

Panellists:

Emma Jankovski

Erin Thomas

Andy Mullens

Zhoe Jess

A

CONTENT Writing content that matters and engages

Chris Riordan

Christian Harimanow

Moderator:

Chris Riordan

Panellists:

Megan Sadler

Caitlin Cash

Christian Harimanow

Shuly Babitz

B

INTERNAL PROCESSES Streamlining and improving processes for increased efficiency and outcomes

Chloe Low

Lauren Jordan

Tori Waters

Julie Steele

Isabelle Whitington

Andrew Ting

Alix Fiveash

Chris Riordan

Moderator:

Julie Steele

Panellists:

Norbert Kraus

Zhoe Jess

Kendall Masters

Emma Jankovski

Chloe Low

Emily Farmer

Lauren Jordan

Chris Riordan

Chloe Low

Zackary Seipert

Zackary Seipert

Emily Stavljanin

Zackary Seipert

Caitlin Cash

Sophea E

Moderator:

Monique Duggan

Panellists:

Isabelle Whitington

Caitlin Cash

Sofia Dalla Costa

Mireille Ryan

A

CONTENT Writing content that matters and engages

Zackary Seipert

B

REPUTATION, MODERATION and CRISES Protecting your reputation through risk mitigation and content strategies

Lachlan Christie

Susanne Sharp

Jack Hibbert

Moderator:

Julie Steele,

Panellists:

Mitchell Dye

Mark Regan

Emily Farmer

Andy Mullens

Tayte Lang

Erik Ruehl

Holly Lawrence-Watt

Sofia Dalla Costa

Norbert Kraus

Monique Duggan

CONTENT
Writing content that matters and engages

INTERNAL PROCESSES
Streamlining and improving processes for increased efficiency and outcomes

CONTENT
Writing content that matters and engages

REPUTATION, MODERATION and CRISES
Protecting your reputation through risk mitigation and content strategies