0 D K Digital and Social Media Communication Strategies in ... · Communication Strategies in Government Delivering and utilising blended technologies for increased public sector

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Digital and Social Media Communication Strategies in GovernmentDelivering and utilising blended technologies for increased public sector customer service, engagement, impact and broader reach 24 JUNE 2014

Stamford Plaza ADELAIDE25 JUNE 2014

The Grace Hotel SYDNEY26 JUNE 2014

Stamford Plaza BRISBANE 26 JUNE 2014

Novotel Perth Langley PERTH

EXPERT SPEAKERS:Adelaide• Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA• Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC• Anika Johnstone, Communications Manager, SA Water• John Colton, Project Leader, CSIRO• Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post• Phil Sandford, Relationship Marketing and Advocacy Manager, South Australian Tourism Commission• Nick Ramage, Access Services, Legal Services Commission of South Australia• Gina Ciancio, Senior Social Media Adviser, Department of Human Services

Sydney • John Colton, Project Leader, CSIRO• Tony Tang, Planner, Digital and Engagement Campaigns, ACON Health• Karen Price, Director of HIV and Sexual Health, ACON Health• Hannah Pate, Social Media Advisor Business Engagement, Department of Human Services – CRS Australia • Robert King, Special Counsel, K&L Gates• Nicola Hazell, National Media Manager, Mission Australia• Chris Wagner, Director Communications, Mental Health Council Australia• Prem Vasudevan, Social Media Manager, Department of Immigration & Border Security• Shannon Cook, A/Group General Manager Human Resources, Transport for NSW• Anthony Clark, Group Manager - Corporate Communications, Rural Fire Service NSW

Brisbane• Chris Wagner, Director Communications, Mental Health Council Australia• Shona Cox, Director of Video and Social Media, Public Service Business Agency (QLD)• Peter O’Halloran, Communications Manager – Social Media, Queensland Fire and Emergency Services (QLD)• Liz Buchannan, Social media research strategist, Queensland Fire & Emergency Services (QLD)• John Colton, Project Leader, CSIRO• Robert King, Special Counsel, K&L Gates• Nicola Hazell, National Media Manager, Mission Australia• Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post• David Whitbread, Corporate Communications Manager, Australian Government Solicitor

Perth• Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC• Dr Tarun Weeramanthri, Executive Director of the Public Health & Clinical Services Division, Department of Health WA• Ken Marston, CEO, The Council On The Ageing (COTA) WA• Dominic Wood, Police Inspector, WA Police Media and Corporate Communications• John Colton, Project Leader, CSIRO• Andrew Kennedy, Partner, K&L Gates• Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post

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What our most recent past delegates had to say

Great presenters plus topics – well thought out agenda and content. Thank you all for your hard work to put this together

Director, Internal Strategic Communications, Service delivery, ATO

Your presentations have all been engaging, relevant and interesting. It ’s amazing how practical every session has been

Assistant Director, Communications and Engagement, ACCC

DIGITAL AND SOCIAL MEDIA COMMUNICATION STRATEGIES IN GOVERNMENT

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2:00 Building a comprehensive risk management plan and governance framework • Liaising with privacy, legal, HR and IT security experts to identify contractual and operational risks associated with social media use • Discussing risk mitigation strategies in the department • Protecting reputation of your organization and employees online Gina Ciancio, Senior Social Media Adviser, Department of Human Services

2:40 Afternoon Tea

3:10 CASE STUDY The Commission’s innovations with digital technology and social media • Furthering community legal education and the Commission’s mission of developing the South Australian publics access to justice Nick Ramage, Access Services, Legal Services Commission of South Australia

3:50 Releasing control in order to gain an edge. A YouTube based approach to advocacy marketing • The role of YouTube and local community short films to communicate and drive engagement • Case Study: Through Local Eyes • Since launching the project last May we’ve produced 30 films, created by 70 local filmmakers, producers and musicians, with over 1 million views on YouTube Phil Sandford, Brand Manager, South Australian Tourism Commission

4:30 Digital and social media for blended customer service within the public sector • Employing the blended use of channels for service delivery and communication • Channeling initial inquiries through a central social media platform to filter and segment accordingly for further action • Training and mentoring staff for greater adoption and efficiency of digital and social technology use • Tailoring service channels, delivery and approaches for various customers local and foreign Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post

5:10 Closing remarks from Chair and close of conference

ADELAIDE TUESDAY 24th JUNE 20148:00 Registration opens9:00 Opening remarks from the Chair Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA

9:10 Developing a social media governance framework for staff personal use and involvement • Identifying essential training requirement for the effective uptake of the guidelines • Mitigating risks through clarification of personal and workplace conduct and implementing guidelines from a corporate standpoint • Addressing issues with regard to duration, frequency, and nature of involvement on public sector social media platforms and best practice protocol Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC

9:50 CASE STUDY Evolving digital engagement: from consultation to collaboration • Improving public engagement through strategic and innovative of digital technologies – two case studies • Developing strategies for online engagement • Collaborating with digital entrepreneurs to progress the open data agenda Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA

10:30 Morning tea

11:00 PANEL DISCUSSION How to deal with adverse and time sensitive events occurring on social media • Discussing key communication protocol during times of crisis • Choosing the weapon of response: impacts of hiding, responding, deleting or escalating negative comments, media and feedback on a public/ social forum Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA Gina Ciancio, Senior Social Media Adviser, Department of Human Services Nick Ramage, Access Services, Legal Services Commission of South Australia

11:40 Gamification for community engagement, education, collaboration • Harnessing collective option and insights • Monkey Stac case study Anika Johnstone, Communications Manager, SA Water 12:20 Luncheon 1:20 Social media engagement and situation awareness • What are the challenges and benefits of measuring, monitoring and engaging with community all-hazard information awareness? • An overview of tools and techniques for measuring, monitoring and engaging • Identifying engagement opportunities • Identifying and monitoring triggers and indicators during the 2013/14 fire season John Colton, Project Leader, CSIRO

T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au

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SYDNEY WEDNESDAY 25th JUNE 20148:00 Registration opens9:00 Opening remarks from the Chair John Colton, Project Leader, CSIRO

9:10 CASE STUDY Use of digital and social media for monitoring and analytics by Department of Immigration • Assessing inhouse monitoring and screening capabilities, compared with the decision to outsource • Reviewing the potential for analytics and monitoring tools to enhance and optimise principle functions within the department • Understanding sentiment metrics and potential uses from a government perspective • Identifying the opportunities inherent in the ability to monitor, detect and access disparate sources of social media the public uses for early detection and sentiment analysis Prem Vasudevan, Social Media Manager, Department of Immigration & Border Security

9:50 Decentralization - Managing and applying social media and digital platforms of community engagement across the organisation • ACON health case study – putting social media right at the centre of service delivery of core organisational goals and integrating and resourcing this across the board • Reviewing risks and rewards of a decentralised approach to social media use within the organisation • Devising policies and procedures for best practice management • Streamling the approval and crisis management process Tony Tang, Planner, Digital and Engagement Campaigns, ACON Health (NSW) Karen Price, Director of HIV and Sexual Health, ACON Health (NSW)

10:30 Morning tea

11:00 Organisations in the twitter-verse: How to use “Twitter champions” to drive social media and increase engagement with a community of followers • Choosing your ‘champions’ • The difference between personal commentary and organisational advocacy • Engaging with media • Managing the risks Nicola Hazell, National Media Manager, Mission Australia

11:40 PANEL DISCUSSION Utilising and leveraging external partners, and community champions for greater reach and appeal on sensitive topics • Addressing sensitive topics and communicating to the public on issues such as adoption, HIV, animal cruelty, mental health, legal and culturally sensitive topics Chris Wagner, Director Communications, Mental Health Council of Australia Hannah Pate, Social Media Advisor Business Engagement, Department of Human Services - CRS Australia Tony Tang, Planner, Digital and Engagement Campaigns, ACON Health Karen Price, Director of HIV and Sexual Health, ACON Health Prem Vasudevan, Social Media Manager, Department of Immigration & Border Security

24th June ADELAIDE | 25th June SYDNEY | 26th June BRISBANE | 26th June PERTH


12:20 Luncheon

1:20 Social media engagement and situation awareness • What are the challenges and benefits of measuring, monitoring and engaging with community all-hazard information awareness? • An overview of tools and techniques for measuring, monitoring and engaging • Identifying engagement opportunities • Identifying and monitoring triggers and indicators during the 2013/14 fire season John Colton, Project Leader, CSIRO

2:00 Social media text mining for alerting and monitoring natural hazard • Planning and response operations overview • Tools for alerting and monitoring • Benefits of automated text mining and where to next Anthony Clark, Group Manager - Corporate Communications, Rural Fire Service NSW

2:40 Afternoon tea

3:10 Internal staff management protocol and protecting the person behind the social media • Rights, responsibilities and protocols for online social media activity • Duty of care, and dealing with people who reach out through social media channels • Protective mental health strategies for staff engaged in potentially volatile social media environments • What to do in the instance that a public servant employee is the target of adverse comments by clients on social media Chris Wagner, Director Communications, Mental Health Council of Australia

3:50 The development of a social media policy in a highly industrialised environment • Implementation of the social media policy alongside our branding initiatives Shannon Cook, A/Group General Manager Human Resources, Transport for NSW

4:30 Legalities around social media use for employees in the Australian public sector • Privacy Law: Assessing the impact of changes to the Privacy Act 1988, implications for media handlings, storage and distribution and what you need to know • Contractual: Incorporating social media risks within your practice and code of conduct • Employment law: Use of social media by employees and relevant unfair dismissal decisions • After hours and 24/7 monitoring of staff and conduct after hours on corporate social media accounts Robert King, Special Counsel, K&L Gates



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2:00 Developing a social media governance framework for staff personal use and involvement • Identifying essential training requirement for the effective uptake of the guidelines • Mitigating risks through clarification of personal and workplace conduct and implementing guidelines from a corporate standpoint • Addressing issues with regard to duration, frequency, and nature of involvement on public sector social media platforms and best practice protocol David Whitbread, Corporate Communications Manager, Australian Government Solicitor

2:40 Afternoon Tea

3:10 Legalities around social media use for employees in the Australian public sector • Privacy Law: Assessing the impact of changes to the Privacy Act 1988, implications for media handlings, storage and distribution and what you need to know • Contractual: Incorporating social media risks within your practice and code of conduct • Employment law: Use of social media by employees and relevant unfair dismissal decisions • After hours and 24/7 monitoring of staff and conduct after hours on corporate social media accounts Robert King, Special Counsel, K&L Gates

3:50 Internal staff management protocol and protecting the person behind the social media • Rights, responsibilities and protocols for online social media activity • Duty of care, and dealing with people who reach out through social media channels • Protective mental health strategies for staff engaged in potentially volatile social media environments • What to do in the instance that a public servant employee is the target of adverse comments by clients on social media Chris Wagner, Director Communications, Mental Health Council of Australia

4:30 Digital and social media for blended customer service within the public sector • Employing the blended use of channels for service delivery and communication • Channeling initial inquiries through a central social media platform to filter and segment accordingly for further action • Training and mentoring staff for greater adoption and efficiency of digital and social technology use • Tailoring service channels, delivery and approaches for various customers local and foreign Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post


BRISBANE THURSDAY 26th JUNE 20148:00 Registration opens9:00 Opening remarks from the Chair John Colton, Project Leader, CSIRO

9:10 Using emerging operational content for integrated content generation and delivery • Queensland PSBA operational content case study: Delivering quality front line digital content to lift the profile and enhance operational performance of emergency service staff • Establishing the need for various media input channels • Live streaming, front line vision for major operations and designing platforms for the delivery of news content for the top tier media Shona Cox, Director of Video and Social Media, Public Service Business Agency (QLD)

9:50 Engaging digital and social media for hard to reach, remote Aboriginal and Torres Strait Islander communities • Examining the potential benefits and challenges associated with emergency and crisis communication for remote communities • Thursday Island and Doomadgee pilot research case study • Future potential opportunities and communities under review and consideration Liz Buchanan, Social media research strategist, Queensland Fire & Emergency Services (QLD)

10:30 Morning tea

11:00 Organisations in the twitter-verse: How to use “Twitter champions” to drive social media and increase engagement with a community of followers • Choosing your ‘champions’ • The difference between personal commentary and organisational advocacy • Engaging with media • Managing the risks Nicola Hazell, National Media Manager, Mission Australia

11:40 PANEL DISCUSSION Best practice for emergency and crisis communication through digital and social media • Understanding the risks, opportunities and requirements of undertaking various channels outside of standard protocol • Preferred channels of communication and management and the unique challenges and risks associated with each platform • Case study discussions/discussion of recent occurrences and natural disasters and the role of digital and SM Peter O’Halloran, Communications Manager – Social Media, Queensland Fire and Emergency Services (QLD) John Colton, Project Leader, CSIRO12:20 Luncheon



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PERTH THURSDAY 26th JUNE 20148:00 Registration opens9:00 Opening remarks from Chair Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC

9:10 CASE STUDY Promoting public health through a conversation with the public • Yammer - how to move from early adoption to maintenance, whilst working within government frameworks • Twitter - merge the personal with the public for greater impact • Star Wars - public sector values and an innovation culture have helped underpin a social media strategy Dr Tarun Weeramanthri, Executive Director of the Public Health & Clinical Services Division, Department of Health WA

9:50 Social media challenges and opportunities for the ageing and older Australian citizen • Breaking down the barriers to adoption but identifying resource and education requirements of digital and social media platforms used by the government, particularly for service delivery • Common challenges faced by older Australians in the digital realm • Discussing mindful practices and tailoring contact, service & communication platforms to accommodate for the older Australian Ken Marston, CEO, The Council On The Ageing (COTA) WA

10:30 Morning tea

11:00 PANEL DISCUSSION How to deal with adverse and time sensitive events occurring on social media • Discussing key communication protocol during times of crisis • Choosing the weapon of response: impacts of hiding, responding, deleting or escalating negative comments, media and feedback on a public/ social forum Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC Dominic Wood, Police Inspector, WA Police Media and Corporate Communications Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post Dr Tarun Weeramanthri, Executive Director of the Public Health & Clinical Services Division, Department of Health WA


12:20 Luncheon

24th June ADELAIDE | 25th June SYDNEY | 26th June BRISBANE | 26th June PERTH


1:20 Developing a social media governance framework for staff personal use and involvement • Identifying essential training requirement for the effective uptake of the guidelines • Mitigating risks through clarification of personal and workplace conduct and implementing guidelines from a corporate standpoint • Addressing issues with regard to duration, frequency, and nature of involvement on public sector social media platforms and best practice protocol Darren Whitelaw, Assistant Director - Strategic Communication and Protocol Branch, Department of Premier and Cabinet VIC2:00 Social media in law enforcement • Having grown from 14,000 to 60,000+ in just over a year, based on a specific strategy and objectives • Discuss some key examples of how to get the reach they have in the short space of time • Creative messaging: Starting to produce stop motion Lego characters to get safety messages out Dominic Wood, Police Inspector, WA Police Media and Corporate Communications

2:40 Afternoon tea

3:10 Digital and social media for blended customer service within the public sector • Employing the blended use of channels for service delivery and communication • Channeling initial inquiries through a central social media platform to filter and segment accordingly for further action • Training and mentoring staff for greater adoption and efficiency of digital and social technology use • Tailoring service channels, delivery and approaches for various customers local and foreign Jessica Thompson, Head of Business Service Customer Sales & Service, Australia Post3:50 Legalities around social media use for employees in the Australian public sector • Privacy Law: Assessing the impact of changes to the Privacy Act 1988, implications for media handlings, storage and distribution and what you need to know • Contractual: Incorporating social media risks within your practice and code of conduct • Employment law: Use of social media by employees and relevant unfair dismissal decisions • After hours and 24/7 monitoring of staff and conduct after hours on corporate social media accounts Andrew Kennedy, Partner, K&L Gates


WHO SHOULD ATTEND: • Director of Social Media

• Chief Digital Officer

• Director of Marketing

• Director of Strategic/ corporate Communications

• Director of Online/ eBusiness Strategist

• Director of Media Relations

• Director of Community Engagement

• Director of Policy development

• Director of Human Resources

• Director of Web & IT

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0 D K Digital and Social Media Communication Strategies in ... · Communication Strategies in Government Delivering and utilising blended technologies for increased public sector