7 Trends in leading Edge Communications What they mean for government GCS Insight Team September 2015.

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Presentation transcript:

7 Trends in leading Edge Communications What they mean for government GCS Insight Team September 2015

7 trends Background Joint report between GCS Insight Team, Ipsos MORI and Google in April 2015 Report looks at how comms landscape has changed and how we need to react Report identifies 7 key trends we should all be aware of in government

Context – what is happening 7 trends Context – what is happening Fragmented media landscape Greater audience choice and control Limited audience time and attention

Online and offline integration 7 trends 1 Online and offline integration With the rise of multi-screening, messages and campaigns should integrate seamlessly across offline and online media. Sources: TNS/Google Global Connected Consumer Study 2014

Storytelling and layered messaging 7 trends 2 Storytelling and layered messaging Using digital technology to tell stories in layers can build greater understanding over time.

Relevance – right time and real time 7 trends 3 Relevance – right time and real time Ensuring that content is relevant, personalised and delivered in real, or at the right time to generate maximum interest.

7 trends 4 Shareable and snackable content Increasing impact and generating social proof by making content shareable and ‘bite-sized’.

7 trends 5 Digital influencers Harnessing the impact of online partners and influencers like YouTube vloggers to build reach and trust.

7 trends 6 6 Emotional connection Using the power of storytelling to create an engaging emotional connection with audiences.

7 trends 7 6 Brand purpose Using campaigns with a social cause to mobilise audiences, and bring them together for a common cause.

6 Example – International Women’s Day 2015 7 trends 1 6 Example – International Women’s Day 2015 Celebrating achievements of women and their role in the economy and highlighting government support Lessons learned: Make it human and about real people There’s appetite to get involved and shape the narrative We can achieve more than expected with less spend

6 Example – ‘You Decide’ Referendum Campaign 7 trends 2 6 Example – ‘You Decide’ Referendum Campaign Campaign to communicate the policy of the UK government and provide information to the Scottish public Lessons learned: Listen to and act on the instant feedback from social media Facebook was most effective channel Digital is at the centre of an integrated approach

6 CARE - A handy acronym to take away with you 7 trends 6 CARE - A handy acronym to take away with you

6 Discussion – over to you 7 trends 6 Discussion – over to you 1 Of the trends discussed, which is the most relevant to you and your work? What might be some the obstacles to responding to these trends in government? How do you think policy colleagues can apply these trends, as well as comms? 2 3 You can download a copy of the report online at: https://gcn.civilservice.gov.uk/wp-content/uploads/2015/05/7-trends-in-leading-edge-communications.pdf