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Effective Digital and Social Media: Connecting with the Civil Service Live Audience

Learn how to reach the right audience with high-quality content on digital and social media channels. Understand the importance of engaging content, visual content, and mobile content. Discover effective tools and techniques for creating and evaluating digital content.

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Effective Digital and Social Media: Connecting with the Civil Service Live Audience

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  1. Digital and social media: Content that connects Civil Service Live, Manchester 15 June 2017 #CivilServiceLive @CivServiceLive

  2. Name: Joanna Blackburn Title: Head of Digital Communications Dept: Business, Energy and Industrial Strategy #CivilServiceLive @CivServiceLive

  3. 82% of UK adults use the internet every day That’s 41.8 million people 66% of internet use takes place on mobile devices [ONS: UK 2016 stats] Social media: Why does it matter to you?

  4. Social media: where is everybody? Facebook: 32 million users LinkedIn: 21 million users Twitter: 20 million users Instagram: 14 million users [ONS: UK 2016 stats]

  5. 14 million people use GOV.UK each week @Number10gov has 5.2 million followers HMG Facebook has 140k followers Social media: where is everybody?

  6. We need to reach the right audience with the right content that’s appropriate to both the audience and the platform Our challenge

  7. So what does this mean for you?

  8. Every organisation is a publisher: We don’t have to be dependent on third parties to speak to the public, but we do have to get better at understanding our audiences and creating high-quality content This affects everything: The whole model of communications in government is changing. So, the team needs to be multi-skilled: Social media interaction. Producing still and video content. Writing content that people want to read. Understanding data and using it to improve. What is a modern communications team? Insert image here

  9. 260K people (users) to BEIS GOV.UK pages each month Twitter @BEISgovuk has 170K followers Multiple Twitter accounts, Facebook pages and LinkedIn pages for different audiences Online and social media channels

  10. It’s the people who need to know. This isn’t always your departmental following. Find where your audiences are already engaging,and get your content there. Stakeholders can help amplify your message to their followers. What is the right audience?

  11. We’re competing with the things people love the most If people don’t engage, algorithms stop showing them our stuff We now know what works and what doesn’t Why is great content important?

  12. Why is visual content important?

  13. ONS: 66% of content viewed on mobile or tablet UK Armed Forces Facebook page: 85% of content viewed on mobile or tablet Growing: Tablets and mobile devices are increasing in share. Often people’s only(or preferred) device. Why is mobile content important?

  14. Bird Flu outbreak:Moving from gov.uk to social December 2016 focus on gov.uk – 276k page visits May 2017 split channel approach Guidance page visits down from 276k to 62k Updated guidance page added 20k visits 241K people reached on Facebook 2K shares on Twitter 88K video views Great content + right audience = success

  15. National Minimum and Living Wage Great content + right audience= success Overall 18k organic visits to gov.uk/checkyourpay site from organic activity BEIS channels: 60 pieces of content over 10 weeks on Facebook, Twitter and LinkedIn, totalling 800k impressions Facebook best performing, 8k organic referrals LinkedIn better than Twitter for employers Stakeholder channels: Drove 9k website sessions

  16. Tips on Creating Digital Content

  17. Striking photos: Interesting angles, depth, people. Tips for still imagery Insert image here

  18. Infographics: They can be effective to get ideas across, but use them sparingly and make sure they work on mobile. Tips for still imagery Insert image here

  19. “Twitpics” for Twitter: Pictures grab attention so people read the words. Tips for still imagery Insert image here

  20. Good tools: Piktochart for infographics, Pablo for striking images, Noun Project for icons, Make a meme for memes, Spark by Adobe Tips for still imagery Insert image here

  21. Video doesn’t need to be perfect, but should be well made:Lighting and sound are key Shape: Horizontal unless it’s for an app like Instagram which is square or Snapchat which are portrait Short: Get to the good stuff Tips for moving imagery

  22. People watch videos without sound: Up to 85% of Facebook videos are watched without sound Video captions

  23. Data helps us know if we’ve met our objectives: Or if we haven’t! Test & learn. Insight into our audience: Which helps us create and target content better next time. Video requires different techniques: Think about time viewed, when people drop off, 10 or 30 second views Why is evaluation important?

  24. Why is evaluation important?

  25. Any questions?

  26. GCS OASIS planning template GDS Social Media Playbook Create engaging content with Piktochart Turn graphics into gifs with Ezgif Noun project for searchable (and free!) assets Plan your digital activity with Trello Thinglink for interactive images Make a meme for making memes! Pablo for making great social images Resources

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