This week, our guest is the Director of Innovation (Outreach & Online) at Pennsylvania State University, Rose Cameron. In this episode, we explore the five universal truths for government communicators and why brands are moving away from traditional advertising.
Bio
Rose’s work at Penn State University focuses on building a student centred innovation culture while working internally and externally to research and communicate innovative methods.
Previously to her role at Penn State she was the Head of Customer Experience Planning at marketing and advertising agency RAPP. During her time at RAPP she was named to the 50/50 Initiative, a movement that aims to highlight senior-level female executives in the advertising industry.
Rose has also held positions at Hornall Anderson, Leo Burnett and Ogilvy & Mather, where she grew to be a global brand strategist and innovator who is passionate about brand building.
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Show Notes:
2:05 – Finding Rose through the Beancast Podcast.
2:42 – Rose tells us her remarkable story of growing up in Scotland and travelling with the parents across the world and becoming interested in cultural anthropology.
6:55 – Rose tells us the five universal truths about communications.
12:50 – Rose tells us to keep it simple. People love information and love sharing information. She advises to audience their habits and they’ll do the work for you.
16:26 – How do you make content marketing work? Rose draws parallels to a house and the editorial calendar is the foundation.
20:15 – Rose tells us about bringing government up to speed will require embracing technologies. Tools such as Blabpredicts & MotiveQuest will allow departments to listen to social conversations in real time.
25:33 – Brands like Proctor & Gamble and Unilever are now in the publishing business. Why brands are moving away from working with advertising agencies.
31:48 – Rose tell us how she went from working with brands to working at Penn State University. She explains how Penn State is looking at the future of education using content marketing principals.
37:30 – Penn State is using content created by the students to promote the University. The university incorporates students into the marketing departments.
Great article Samir. I have to agree. Government departments have to think like a brand and the interactions on social need to be a two-way stream. Traditionally we’ve seen the government use social as a broadcast medium. With the advent of blab, periscope and meerkat, gov departments need to have stronger CTAs and embrace this traditional form of social media.
I am personally seeing a huge ROI on video, both live and recorded. People want informative information delivered well. Incorporating humour and visual aids could assist departments in growing their engagement.
Hi James- Thanks for the comment. I agree the stats are telling all of us video will be so important. It’s a slow process but departments will understand the power of social media and more importantly they will understand it’s more than just a soapbox, but a place where they can have meaningful discourse. As with most things, these things start at the top. The NSW Premier’s office are doing great things to build engagement on social media and Mike Baird is leading the way.