1. 7 Trends in leading Edge Communications What they mean for government GCS Insight Team September 2015

2. 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

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

4. Online and offline integration
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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

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

6. Relevance – right time and real time
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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. 7 trends 4
Shareable and snackable content
Increasing impact and generating social proof by making content shareable and ‘bite-sized’.

8. 7 trends 5
Digital influencers
Harnessing the impact of online partners and influencers like YouTube vloggers to build reach and trust.

9. 7 trends 6
6 Emotional connection
Using the power of storytelling to create an engaging emotional connection with audiences.

10. 7 trends 7
6 Brand purpose
Using campaigns with a social cause to mobilise audiences, and bring them together for a common cause.

11. 6 Example – International Women’s Day 2015
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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

12. 6 Example – ‘You Decide’ Referendum Campaign
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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

13. 6 CARE - A handy acronym to take away with you
7 trends
6 CARE - A handy acronym to take away with you

14. 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: