27 – 29 July 2022, Hotel Rex, Canberra
Developing quality content to maximise your social reach and impact with limited resources
Practical Case Studies
Event Overview
Social Media is the fastest form of communication that reaches the largest global audience. In the current climate, more than ever before, social media is a key tool to spread awareness and keep people updated with breaking news.
The 17th Social Media for Gov Summit will provide attendees with practical tools and strategies on how to maximise their social media reach and engagement across all channels. The future is social; and people are becoming more accustomed to wanting simpler and faster communication. Brace yourself for two days of growth, progression and quality content!
Attend This Summit And Learn How To:
- Create a unique brand and identity for your organisation’s social media channels
- Develop appropriate strategies to engage your target market through different channels
- Optimise your department’s overall social reach and impact by implementing appropriate content strategies
- Maximising the use of your resources to increase social media performance
- Developing effective time management strategies to improve the ROI of your social media strategy
What Our Client Say
Agenda
27 – 29 July 2022, Canberra Rex Hotel
Stream A: Sculpting your department’s unique brand and identity to improve audience engagement
Chair: Alana Joske
Strategic Communications and Engagement Leader
City of Stirling
Case study: Connecting with a younger audience and capturing a new market by altering your content approach
· Sculpting your content with a different tone of voice and approach to resonate with a younger audience
· Spreading awareness of current events across all demographics by delivering messages through engaging content
· How to effectively involve a younger audience in your media strategy to ensure engagement growth
Lily Hoffmann
Social Media and Content Manager
South Australian Tourism Commission
Stream B: Maximising the full potential of available resources
Chair: Benjamin Munro-Smith
Head of Social Media
Macquarie University
Creating strategies to produce quality content within strict timeframes with limited access to resources
· Establishing a content plan in order to have a guideline for all content creation and scheduling
· Identifying roles that interrelate and grouping them together to allow for more variety and change
· Developing a crisis plan to have in place when needing to avert last minute changes in posts
Case study: More than being ‘social’ – engaging with your community effectively through your social media approach
· Developing a social media strategy as a part of a broader approach towards digital platforms
· Harnessing the firepower of your customer service team to ensure online questions and comments get quick and effective responses
· Staying on top of misinformation and showcasing everyday services that matter to the community
Kate Davies
Head of Communications and Corporate Strategy
Lake Macquarie City Council
Jennifer Byrne
Digital Communications Coordinator
Lake Macquarie Council
Case study: Reaching new audiences without alienating loyalists – How Tourism Australia supported an industry in need during the pandemic.
· Utilising paid advertising to reach and engage a new domestic audience
· Keeping international audiences considered & engaged while borders were shut to encourage future travel
· Testing and learning with new formats to mine valuable audience insights
· Supporting industries with assets and toolkits to enable them to promote themselves on a limited budget
Daria Willis
Manager – Social Media
Tourism Australia
- Effectively relaying social media commentary to key internal stakeholders to ensure that community needs are being considered during times of crisis
- Proactively looking for content opportunities within community attitudes/commentary, policy changes and initiatives and high performing content
- Highlighting the importance of social media strategies in the initial phases of internal discussions in the roll out of high-profile policy campaigns
- Building confidence and trust in the skills and techniques of your internal social media teams and considered ‘risk-taking’ opportunities
Mariah Fox
Assistant Director – Social Media
NDIS
Panel Discussion: Changing the negative perception of social media in government departments
· Spreading awareness of what departments are responsible for through social media channels
· Creating a more personable image in order to connect more with your audience
· Strengthening public trust in government departments by making them more aware of what is happening
Panellists:
Lily Hoffmann
Social Media and Content Manager
South Australian Tourism Commission
Holly Mitchell
A/Manager – Digital Communications
Department of Jobs, Tourism, Science and Innovation WA
Mariah Fox
Assistant Director – Social Media
NDIS
Chair: Alana Joske
Strategic Communications and Engagement Leader
City of Stirling
Creating your own unique brand in order to gain audience trust
· Differentiating your content from other departments to establish a unique image and identity
· Applying relatable language that envelops your brand and audience
· Creating logos and imagery to represent your department that is recognisable by your community
Tom Wald
A/Director Communications and Public Affairs
NSW Treasury
Panel Discussion: Maintaining an authentic and relatable voice across all channels to better engage with your audience
· Communicating with simple and effective language – the less information, the greater the impact
· Creating filler posts to incorporate within your feed to establish a personalised and relevant image
· Utilising your department’s individual tone of voice to express the work they are involved in and maximise audience reach and understandingPanellists:
Dasha Maiorovia
Senior Digital Advisor
Sutherland Shire CouncilTom Wald
A/Director Communications and Public Affairs
NSW TreasurySummer Goodwin
Editorial and Content Manager
CSIRO
PM Networking Lunch
Creating social media content that sits outside of traditional boundaries while establishing a balance between risk hesitancy and awareness
· Outlining how producing content that is more relatable and not policy related can improve your reach and engagement
· Establishing a risk management plan in order to avoid miscommunication and controversy when posting content that is not specifically related to policy and procedures
· Learning from social posts that underperform by establishing what people didn’t react positively to and how you can improve the reach
Summer Goodwin
Editorial and Content Manager
CSIRO
Case study: Connecting with a younger audience and capturing a new market by altering your content approach
· Sculpting your content with a different tone of voice and approach to resonate with a younger audience
· Spreading awareness of current events across all demographics by delivering messages through engaging content
· How to effectively involve a younger audience in your media strategy to ensure engagement growth
Lily Hoffmann
Social Media and Content Manager
South Australian Tourism Commission
Chair: Benjamin Munro-Smith
Head of Social Media
Macquarie University
How to maximise your reach despite limited resources
• Exploring how you can increase social media performance without increasing spending or resources
• Focusing on producing quality content rather than quantity, to ensure greater engagement from your audience
• Reviewing the performance of your content to see if there is a need to shift focus on other areas depending on performance
Grace Dewhurst
Manager Social Media and Digital Content
Department of Health Victoria
Creating strategies to produce quality content within strict timeframes with limited access to resources
· Establishing a content plan in order to have a guideline for all content creation and scheduling
· Identifying roles that interrelate and grouping them together to allow for more variety and change
· Developing a crisis plan to have in place when needing to avert last minute changes in posts
Networking Lunch
Reducing creative burnout within teams
· Formulating new approaches to existing roles
· Stimulating innovative thinking on age old problems
· Integrating design and digital to maximize output
Case study: More than being ‘social’ – engaging with your community effectively through your social media approach
· Developing a social media strategy as a part of a broader approach towards digital platforms
· Harnessing the firepower of your customer service team to ensure online questions and comments get quick and effective responses
· Staying on top of misinformation and showcasing everyday services that matter to the community
Kate Davies
Head of Communications and Corporate Strategy
Lake Macquarie City Council
Jennifer Byrne
Digital Communications Coordinator
Lake Macquarie Council
Afternoon Refreshments
Case study: Delivering social media as a customer service channel and promotional tool for the 2021 Census
· Establishing the first dedicated Census social media team to achieve pre-determined goals
· Adapting your campaign and approach to keep pace with a rapidly changing external environment
· Creating community awareness and encouraging participation in one of the largest peacetime operations in Australia
Ashlee Rich
Communication Officer – 2021 Census
Australian Bureau of Statistics
Maddie Cook
Senior Communications Officer
Australian Bureau of Statistics
Toby Berger
Senior Communications Officer
Australian Bureau of Statistics
Case study: Reaching new audiences without alienating loyalists – How Tourism Australia supported an industry in need during the pandemic.
· Utilising paid advertising to reach and engage a new domestic audience
· Keeping international audiences considered & engaged while borders were shut to encourage future travel
· Testing and learning with new formats to mine valuable audience insights
· Supporting industries with assets and toolkits to enable them to promote themselves on a limited budgetDaria Willis
Manager – Social Media
Tourism Australia
Closing remarks by the chair
8:00 AM | Registration
8:50 AM | Opening Remarks
Alana Joske
Strategic Communications and Engagement Leader
City of Stirling
9:00 AM | Case Study: Responding to the increased responsibility for community engagement during the 2021 COVID-19 outbreak
9:40 AM | Keeping up with the latest social media trends
10:20 AM | Panel Discussion: Creating boundaries between your work and personal life to manage your mental health
11:00 AM | Morning Refreshments
Stream A: Developing time management strategies to increase the quality and speed of your social media
Chair: Alana Joske
Strategic Communications and Engagement Leader
City of Stirling
11:30 AM | Changing the world one post at a time: How to convey the significance of social media to your executive team
12:10 PM | Panel Discussion: Effectively managing your time and communicating with your team when working remotely to maintain productivity levels
12:50 PM | Networking Lunch
1:50 PM | Case Study: Controlling crisis communication through social media channels to get messages across to your community fast
2:30 PM | Improving the speed of social media approvals by expressing the value of your channels to executive leaders
Stream B: Utilising different social media platforms to positively impact your social growth
Chair: Benjamin Munro-Smith
Head of Social Media
Macquarie University
11:30 AM | Maximising your reach and engagement through Twitter
12:10 PM | Maximising your reach and engagement through Snapchat
12:50 PM | Networking Lunch
1:50 PM | Understanding the rising importance of video content with TikTok
2:30 PM | Case study: Understanding how connecting different channels can maximise your overall social impact
3:10 PM | Afternoon Resfreshments
3:40 PM | Building a community foundation through social media channels to instil trust within your following
4:20 PM | Keynote: Managing health misinformation during a global pandemic
5:00 PM | Closing remarks from the Chair and end of day two
Chair: Alana Joske
Strategic Communications and Engagement Leader
City of Stirling
Changing the world one post at a time: How to convey the significance of social media to your executive team
• Conveying your social media strategies to executives so they understand the importance and impacts
• Quantifying the benefits social media has on the community and stakeholders
• Presenting your results in a way the executive team will understand
Panel Discussion: Effectively managing your time and communicating with your team when working remotely to maintain productivity levels
· The importance of self-managing and motivating yourself when working from home in order to produce the intended calibre of content
· Assisting your team where possible in order to increase the speed of content production and execution
· Communicating regularly with your team to ensure all members are aware of any last-minute changes
Panellists:
Shannon Eurell
Director Content (Social Media)
ACT Government
Erin Martin
Social and Digital Marketing Manager
Queensland Department of Education
Kate Davies
Head of Communications
Lake Macquarie Council
Networking Lunch
Case Study: Controlling crisis communication through social media channels to get messages across to your community fast
· Prioritising the importance and urgency of crisis communication in getting messages across to mass audiences
· Moderating crisis communication more closely to avoid inappropriate or incorrect messages being spread
· Listening to community response and attending to any urgent enquiries as soon as possible to create a trusting relationship
Erin Martin
Social Media and Digital Marketing Manager
Queensland Department of Educatio
mproving the speed of social media approvals by expressing the value of your channels to executive leaders
• Explaining and comparing the engagement results of your social media channels compared to other forms of communication to your executive leadership team
• Creating a content plan that is easily adjusted when trends or information change to avoid slowing down content
• Collaborating between departments to discuss strategies on time management and performance improvement
Alana Joske
Strategic Communications and Engagement Leader
City of Stirling
Chair: Benjamin Munro-Smith
Head of Social Media
Macquarie University
Maximising your reach and engagement through Twitter
· Understanding the latest platform changes and developments and how to implement them within your social strategy
· Analysing and understanding your analytics and overall data reach
· How to successfully manage your community
Michael Wright
Client Account Manager
Twitter
Jono Munschi
Head of Sales Australia
Twitter
Maximising your reach and engagement through Snapchat
· Understanding the Snapchat platform and the best ways in which Government can leverage Snapchat to reach Citizens
· Understanding who is the Snapchat Generation
· How to effectively reach and engage with this generation
Danni Hudson
Group Client Lead
Snapchat
Networking Lunch
Understanding the rising importance of video content with TikTok
· Learning how to produce video content in order to attract and engage a larger audience
· Establishing which content is best expressed through video
· Keeping on top of the latest video trends
Anny Havercroft
Head of Business Marketing
TikTok
James Sneddon
Industry Lead
TikTok
Case study: Understanding how connecting different channels can maximise your overall social impact
· Learning how to utilise paid and organic social media, and how they work together to maximise social impact
· Amplifying the impact of social media content by tracking how users interact with your digital platforms and understanding platform analytics
· Coordinating the rollout of your social media content to reach the greatest audience
Mark Franklin
Senior Media and Communications Manager
Australian Human Rights Commission
Keynote: Building a community foundation through social media channels to instil trust within your following
· Incorporating a personal element into your social strategy in order to resonate with the wider community
· Effectively demonstrating your department’s work to engage and educate your audience
· Creating a safe space for your community to express their opinions on trending topics and issues
Benjamin Munro-Smith
Head of Social Media
Macquarie University
Keynote: Managing health misinformation during a global pandemic
• Building an effective community management strategy to talk to your community
• Using content to combat misinformation and build trust
• Creating content that gives audiences complex information in an easily digestible way
Nicole Chahine
Covid-19 Social Media and Design Manager (for NSW Health)
Transport for NSW
Closing remarks from the Chair and end of day two
Workshop A
Immersing yourself into the world of video content: How to create and tailor videos to your targeted audience
Video content is currently a flourishing aspect of social media, especially with the rise of TikTok. Audiences are responding to quick, catchy and creative content that is providing them with the information they need, without overloading them.
This interactive workshop will provide you with the skills needed to read and analyse your video content reporting and analytics. It will also enhance your understanding of how and when to incorporate videos into your content strategy to create the greatest impact.
Attend this workshop and learn how to:
· Incorporate different forms of video content into your social media content strategy
- Analyse the reach of your video content and how your audience responds to this form of communication
- Create video content that is impactful in order to get important messages across to your community
- Measure the ROI that is generated through performance of video content
- Establish video performance indicators based on your reporting and analytics to set targets to generate and motivate team performance
Creating engaging content across all channels to increase your organisation’s reach
The content you produce on social media is integral in expanding your overall reach and engagement, therefore it is important to produce something interesting, whilst still remaining relevant to your organisation.
This collaborative workshop will equip you with the skills and tools to create interesting and engaging content out of dry subject matters, using different formats and platforms.
Attend this workshop and learn how to:
- Create content that is both informative and interesting for your targeted audience
- Transform dry content by leveraging storytelling and humour in the appropriate format
- Understand when not to use humour and graphics and to keep your content serious
- Incorporate a personal angle for your audience to get to know the team behind your organisation’s social media channels
- How to use different tools available through all social channels to create engaging content
Benjamin Munro-Smith
Head of Social Media
Macquarie University
Who Should Attend
Job Title
- Social Media
- Communications
- Digital
- Marketing
- Media
- Public Affairs / Relations
- Online Engagement
- Content
Sectors
- Central Government
- Local Government
- Government Agencies
- Higher Education
2023 Speakers
Venue
- Canberra Rex Hotel
- 150 Northbourne Avenue
- Braddon, ACT, 2612
- +61 02 6248 5311
Contact Akolade
Join the Conversation
- #SM4Gov
- @AkoladeAust
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