This episode features a discussion on effective communication strategies in the Australian Federal Government’s Department of Human Services (DHS). The guest, a Senior Australian Public Service Executive with over 20 years of experience, highlights the importance of timely communication to meet citizens’ expectations. They also reveal that DHS uses multiple social media channels, including a Facebook page called Family Update, to engage with the public. The guest explains how content marketing was used to reduce call center costs for the Family Tax Benefit and why they use the nine scenarios of the Family Tax Benefit in talkback radio. The success of the Family Update Facebook page, which has answered over 10,000 questions, is also discussed. Additionally, the challenges of content marketing, the role of risk management, and the strategies for changing attitudes at the executive level are explored. The conversation concludes with an interesting anecdote about DHS sponsoring a guide dog in the name of communication.
“What we are doing is by engaging with people and demonstrating to them that we’re not the cold bureaucracy, slowly but surely we are shaping those perceptions.”
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In this episode, you’ll learn:
4:16 Why communication must be timely (or you risk breaking the expectations of citizens)
5:55 How many social media channels does DHS have?
6:14 Why the Facebook page Family Update is so important and how it works
6:49 How DHS used content marketing to reduce call centre costs for the Family Tax Benefit
8:12 Why the nine scenarios of the Family Tax Benefit is used in talkback radio
9:47 The results of the Family Update Facebook page (including using it to answer over 10,000 questions)
10:29 The challenges of content marketing
13:14 Why DHS sponsored a guide dog in the name of communication
23:09 How do you engage business lines to get them on board with content marketing?
26:57 Where does content marketing sit in regards to risk management?
31:10 How do you change attitudes at the Executive level?
“I’m not being too subtle, there’s nothing like a puppy to engage. What we’ve done within the department is we’ve sponsored a guide dog puppy.”
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Selected links
Download transcript of this episode
Listen to Trish Johnston’s presentation from the Case for Content
Listen to Kim Ulrick’s presentation from the Case for Content
Connect with the guest on Twitter @HankJongen
Visit Department of Human Services Website | Facebook | Twitter @HumanServicesAU
See Family Update’s Facebook page
Read why Family Update is a great example of government using social media