5. Operating in a complex world
â˘The Australian media power dynamic is changing.
Similarly, the communications industry is expanding and
becoming more diversified.
â˘Simplified communications are the future.
â˘The divisions between work and life are blurring in
society â that changes the information cycle (eg 24 hour
news cycle)
â˘Games are popular and fun.
6. Operating in a complex world
â˘Tools like iPads are changing the way we consume
information.
â˘The National Broadband Network (NBN) will change the
landscape even further.
â˘Australians use of smartphones is increasing; in 2011,
36% of mobile phone users owned a smartphone.*
â˘16-24 year old Victorians, spend on average of 20 hours
per week on the internet, ahead of TV, radio, or reading
newspapers/magazines# Mitchells, 2011. Media Landscape, Mindshare, 2011.
*Source: Australian Media Perspective,
# Source: Roy Morgan, Asteroid Research, June 2011. Advertising & Information, Australia Scan, 2011.
8. A changing view of the public
sector
â˘Social media and two way engagement, is changing the
face of the public sector and the way citizens view public
institutions.
â˘What does this mean for government communications?
â˘Itâs about sharing information and collaborating to help
people make better decisions. The web has ushered a
new era of openness and transparency for public
organisations.
â˘It is also about putting the community and the customer
at the centre of everything we do.
9. Advocacy & influencing role for communications at
VicRoads
Place customer and community at the centre of organisational
business activity, strategy development, decision making and
communications.
Communicators are increasingly required to be multi-channel
experts.
18. Understanding where we
are at
â˘Mobile usage grew by 261% from 2010 to 2011
â˘Over 830,000 YouTube views
â˘Almost 7000 followers on Twitter
â˘720,000+ visits per month
â˘Over 2,600 likes on Facebook page
We are always learning in this space and looking at
creating an integrated digital experience for our
customers. We now have a digital vision and strategies to
support it.
22. Sustaining the conversation
1 The Big Event
2 Customer Service Facebook
3 Online community consultation for our projects, strategies &
policies
4 IT procurement
23.
24. Imagining the Future
â˘Facebook will look very different in five years time - there will be other platforms
competing.
â˘Micro blogging sites continuing to grow.
â˘Twitter will have more competition.
â˘In video, users will be able to simultaneously watch and discuss a video.
â˘Crowdsourcing on the rise.
â˘A changing role for Google â continuing to push the boundaries of the current business
model.
â˘Increasingly, users will be engaged in the design of digital applications.
â˘New social protocols will spring up.
â˘Are apps still relevant?
Source: Elizabeth Churchill, principle research scientist, Yahoo! San Francisco.
â˘Organisations to be continually scanning the environment.
26. Integrated video content is set to grow
â˘Video is set to account for 81% of all internet traffic by 2015, up from
50 % last year.
â˘Demand for video is exploding, with 15 billion minutes traversing the
net every month (equal to 27,716 years of video).
â˘It is estimated that, within three years, a third of all workers will be
from tech-savvy Gen Y.
Source: Social media report, The Herald Sun, Melb, August 2011.
27.
28. Other key trends:
1 Visual information reigns supreme, from video to images to
infographics.
2 Mobile and location-based marketing represent opportunities to
expand content initiatives.
3 Communicators must manage flow and develop the ability to respond
in real-time in social channels.
4 Bright, shiny objects, i.e. a fixation on newer channels and
technologies, can distract from foundational channels, e.g. search,
written content, such as blogs, and educational content, which is
often essential in B2B channels.
5 Budgets must increase to accommodate content channels such as
video and mobile that requires larger production and development
investment. Source: Beyond Tools, Marketers Must focus on Content (Altimeter Report). Jeremiah Owyang. 2012.
29. There will be a trend for public organisations to
develop premium products and services to meet
market demand. These will be customer driven and
focused.
30.
31. Where are we heading at
VicRoads
1 We are already seeing the shift in access from PC to mobile
2 Mobilise Victorians by connecting through technology â accessible through
mobile, Tablets and desktops
3 Digitise VicRoads data and information in a way that is easy for Victorians to
find when they need it, quick for them to use, saves them time and is an
enjoyable experience
4 A CMS to be mobile friendly, content generated by the community
5 Consider apps as a way of generating content and information valuable to our
core business (but apps arenât a be all/end all destination in themselves â trend
is mobile)
6 Clear purpose and process for social media
7 Keep listening to the consumer and building on the communication methods
they use â making ourselves accessible
32. Where are we heading at
VicRoads
THEN NOW
Absent Present
One way engagement Two way engagement
Organisationally driven Organisation + customer
Publications/brochures/PDFs Accessible, web/mobile friendly content
3 min YouTube videos 30 sec YouTube videos
Multiple apps/digital tools / Moving towards integrated mobile channel
(ie one stop shop)
Language sub-titles Literary = audio language + transcripts
Web Web 2.0 /mobile
iPhone apps Hybrid Mobile HTML 5
One off/unique digital designs Same styling across all mobile, tablet and PC
versions to ensure a consistent user
experience.
Social media Social media + traditional marketing