Australian Government Use of Social Media

My colleague Craig Thomler recently talked to IABC Canberra about how the Australian Government is using social media.  

Despite challenges, Craig gave government agencies a tick of approval.

Content Marketing for Smaller Players

I've been in the US in recent weeks, so it's some time since my last post.  So let's start back with something good.

My Canadian colleague Martin Waxman recently gave a presentation on content marketing, storytelling and start-ups.  Here's Martin's simple but very effective approach.

Supercharged Storytelling for Startups by Martin Waxman from Martin Waxman Communications

Australia Is Ready For Content Marketing

We're super connected, everyone is now a publisher, we're busy and trust levels are low.  So it's time for a new approach to communicating as Australians move from mass audience to  niche communities. 

(Summary of a recent address by Contentgroup's David Pembroke and myself at the National Press Club in Canberra.)

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See how Australians are using social media in 2013. 

The Template: A Content Marketing Secret

Peter Yorke is one of India's top content marketers.  In this interview he reveals how content marketing tools and templates can guide staff, save time and help clients.

 I have known Peter for years and always look to him for great insights into creating great communications.

(Sorry about the sound quality.  There were some Skype issues during our conversation)

See Peter's views on when you should outsource your content marketing.  

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Little Marketing in People Smuggler Campaign

Pity the Government marketers saddled with an expensive mass media campaign to reach such very small numbers. 

They must be scratching their heads and cursing the backroom operatives who dreamed up this campaign to 'win votes rather than stop boats' 

For several weeks ads like this have been appearing in Australian newspapers and broadcast on radio.

They support a recent change to the Australian Government's asylum seeker policies.  From 20 July unauthorised boat arrivals will no longer be settled in Australia but sent to Papua New Guinea or Nauru where their refugee claims will be determined.

Fierce criticism has sprung up about the ads in recent days. The Opposition claims they breach Election caretaker conventions which stipulate what governments can and cannot do once a poll is called.  

Bipartisan agreement is needed when communications campaigns run during an Election period. And in this case there is no such agreement.

The people smuggling ad spend is rumored is be around $30m, a hefty sum for the cash strapped government agency managing this campaign and which has probably struggled all year with its marketing budget.  

There is no issue with ads targeted at environments likely to reach people smugglers overseas or their collaborators in Australia.  I would have thought these audiences are tiny, and already known to the Intelligence services - or at least they should be. 

But how many people smugglers or their accomplices live, for example in Canberra or Sydney, where full page ads are regularly appearing in the metropolitan press. 

Why spend tens of millions of dollars for a mass audience campaign to reach a small handful of people here in Australia and overseas?  The Commonwealth must have other, far less expensive communications tools to send a stern message to these criminal elements?