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7 Trends in leading Edge CommunicationsWhat they mean for government

GCS Insight TeamSeptember 2015

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Background7 trends

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

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Context – what is happening7 trends

Fragmented media landscape

Greater audience choice and control

Limited audience time and attention

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Online and offline integration

7 trends

Sources: TNS/Google Global Connected Consumer Study 2014

With the rise of multi-screening, messages and campaigns should integrate seamlessly across offline and online media.

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7 trends

Using digital technology to tell stories in layers can build greater understanding over time.

Storytelling and layered messaging2

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7 trends

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

Relevance – right time and real time3

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Increasing impact and generating social proof by making content shareable and ‘bite-sized’.

Shareable and snackable content4

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7 trends

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

Digital influencers5

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6 Emotional connection

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Using the power of storytelling to create an engaging emotional connection with audiences.

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7 trends

Using campaigns with a social cause to mobilise audiences, and bring them together for a common cause.

6 Brand purpose7

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6 Example – International Women’s Day 2015

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

Celebrating achievements of women and their role in the economy and highlighting government support

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7 trends

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

Campaign to communicate the policy of the UK government and provide

information to the Scottish public

6 Example – ‘You Decide’ Referendum Campaign2

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7 trends

6 CARE - A handy acronym to take away with you

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7 trends

6 Discussion – over to you

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?

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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