digital media strategy 2017-2020 - city of campbelltown media... · campbelltown city council...

Digital Media Strategy 2017-2020

Endorsed by Executive Management Team 20 June 2017

Campbelltown City Council Digital Media Strategy

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Contents Target Audience ................................................................................................. 3

Audience Research ................................................................................................ 3 Market Research .................................................................................................... 5 Implications for Council ........................................................................................... 6

Current Situation ................................................................................................ 7 SWOT Analysis ...................................................................................................... 7 Current Use of Digital Media ................................................................................... 8

Goals & Objectives ............................................................................................. 9 Action Plan ........................................................................................................ 10 Appendix 1 – Digital Media Usage Statistics as at 11 May 2017 .................. 15

Campbelltown City Council (SA) Website ............................................................. 15 Campbelltown City Council (SA)’s Facebook Fan User Profile ............................. 16 Campbelltown Library’s Facebook Fan User Profile.............................................. 16 Campbelltown Moonlight Markets’ Facebook Fan User Profile ............................. 17 The ARC Campbelltown’s Facebook Fan User Profile .......................................... 17 Campbelltown Youth’s Facebook Fan User Profile ............................................... 18 OPAL Campbelltown’s Facebook Fan User Profile ............................................... 18 Thorndon Parks Facebook Fan User Profile ......................................................... 19 Campbelltown Function Centre’s Facebook Fan User Profile ............................... 19 Campbelltown City Council (SA) Twitter Analytics ................................................ 20 Food Trail Twitter Analytics................................................................................... 20 Campbelltown City Council Website Analytics ...................................................... 21


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Target Audience Audience Research Based on 2013 data1, the estimated population of the Campbelltown City Council area is approx 51,000. This population is 48.5% male and 51.5% female, with a median age of 41.2.

Age Group Male Female Total 0-9 2,771 2,689 5,460 10-19 3,195 2,861 6,056 20-29 3,340 3,340 6,680 30-39 3,259 3,130 6,389 40-49 3,546 3,855 7,401 50-59 2,930 3,261 6,191 60-69 2,353 2,837 5,190 70-79 2,089 2,411 4,500 80+ 1,199 1,827 3,026 Total 24,682 26,211 50,893

1 Australian Bureau of Statistics 2013 Census data http://bit.ly/1SdqGbr

http://bit.ly/1SdqGbr


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Based on 2011 data2 (the most recent available), home internet access for Campbelltown residents is at 84%, the majority of which are a broadband connection. Access drops off significantly past 60-70 years of age.

Age Group

No connection

Broadband Connection Dial Up Other Not Stated

Not Applicable

0-9 287 4,441 120 213 205 10 10-19 230 5,120 137 144 242 38 20-29 419 4,979 106 303 282 34 30-39 505 4,868 142 300 270 14 40-49 574 5,773 216 167 250 8 50-59 692 4,399 211 150 221 5 60-69 1,396 2,991 243 94 216 22 70-79 2,108 1,505 208 52 189 84 80+ 1,414 505 83 29 164 578 Total 7,625 34,581 1,466 1,452 2,039 793

2 TRIM 16/38900

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80+

Num

ber o

f Peo

ple

Age Group

No connection

Broadband Connection

Dial Up

Other

Not Stated

Not Applicable


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Market Research All South Australian Councils communicate with their residents via a website and a large number of South Australian Councils are also utilising social media (predominantly Facebook, Twitter & YouTube) and e-mailing lists.

Smaller numbers of other South Australian Councils are also communicating via social media channels such as Pinterest, Instagram, LinkedIn and Google+.

Australian social media statistics3 show that the most used social networking channels are:

Rank Channel Unique Australian Visitors (Monthly)

1 Facebook 17,000,000 2 YouTube 15,200,000 3 WordPress.com 5,200,000 4 Instagram 5,000,000 5 Snapchat 4,000,000 6 LinkedIn 4,000,000 7 Tumblr 3,800,000 8 WhatsApp 3,100,000 9 Twitter 3,000,000

10 TripAdvisor 2,600,000 11 Tinder 2,400,000 12 WeChat 2,000,000 13 Blogspot 1,500,000 14 Yelp 1,500,000 15 Flickr 490,000 16 Pinterest 280,000 17 Reddit 100,000 18 MySpace 80,000 19 Google Plus 60,000 20 RenRen 50,000

Digital media consumption for Australians is on the rise with the vast majority owning a laptop, smartphone or tablet device – approximately 53% own all three. With the constant introduction of new technologies and with millennials growing up with these kinds of devices, digital media consumption is certainly going to increase4. Traditional media outlets such as TV and newspapers are on the decline as they struggle to compete for people’s attention.

Social media plays a huge role in Australians’ lives with 57% of people updating and/or checking social media daily, and 26% checking social media more than 5 times a day5.

Statistics show that a wide variety of age groups use Facebook and Linkedin (18 through to 65+), however Twitter, Pinterest, Snapchat and Instagram users tend to trend younger (18-40)6. Email and websites are used by a wide variety of age groups also.

3 Social Media News 2017 https://www.socialmedianews.com.au/social-media-statistics-australia-april-2017/ 4 ABC News, 31 July 2014 http://www.abc.net.au/news/2014-07-30/australians-prefer-digital-over-television-for-media-consumption/5636434 5 Sensis Social Media Report May 2016, https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF

6 Sensis Social Media Report May 2016, https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF


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Implications for Council Council currently has a presence on 6 of the top 10 media channels (Facebook, YouTube, Instagram, LinkedIn, Twitter & Trip Advisor), however is only active in 3 (Facebook, YouTube & Twitter). With digital media consumption of Australians on the incline, Council must consider increasing its social media presence in other channels in order to remain relevant to its audience.

With an incline in the number of Australians accessing Council’s digital media channels via smartphone and tablet devices, Council must also monitor the responsiveness of its websites on a regular basis. Council’s analytics (see appendix on page 21) are showing that more and more users are accessing Council’s website via mobile devices (34.54% in 2013/2014, 45.07% in 2014/2015, 46.43% in 2015/2016 and 53.9% in 2016/2017 YTD).

Based on the age demographic of Council’s residents and usage statistics for Social Media in Australia, Facebook remains the most suitable channel for Council communications. Other social media channels that Council currently uses, including YouTube and Twitter remain relevant to our demographic, however have more limited reach in terms of the diversity of the audience.


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Current Situation SWOT Analysis Helpful

To achieving the objective Harmful

To achieving the objective

Inte

rnal

orig

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(attr

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org

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Strengths • Experience and capability of

Communications team. • Council and management that support

the use of social media to promote Council’s projects, programs and services.

• Valuable, original and varied content to distribute via digital media channels.

• Effective policies, procedures and training documentation for managing the website and social media sites

• Increasing engagement from the Community via online channels.

• Active participation by Staff in LGA Communications networks

• Recognised as a leader within Local Government in social media and managing several social media platforms effectively

• Several Staff trained in basic photography and graphic design skills thereby providing a support network for other Staff

Weaknesses • Budgeting limitations. • Underutilisation of data/statistics on

website and social media use.

Exte

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(attr

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f the

env

ironm

ent)

Opportunities • Ability to connect with audiences who

are otherwise unreachable via traditional communication methods.

• Access to training opportunities to further expand our knowledge of digital media.

• Increase content reach and community engagement.

• Increase website traffic to reduce customer service calls.

• Improve website experience for users.

Threats • Risk of damage to Council reputation. • Potential for Council messages to get

lost in the flood of information that residents are exposed to daily via digital media.

• Expectation of Council to be responsive 24/7.


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Current Use of Digital Media Council is currently using the following forms of digital media:

Actively Used Accounts

• Website o Campbelltown City Council (www.campbelltown.sa.gov.au) o ARC Campbelltown (www.arccampbelltown.com.au) o Migrant Monument Website (www.campbelltown.sa.gov.au/migrantmonument)

• Social Media o Facebook

Campbelltown City Council (SA) (http://www.facebook.com/CampbelltownSA/) Campbelltown Library (http://www.facebook.com/CampbelltownLibrary) Campbelltown Moonlight Markets

(http://www.facebook.com/CCCmoonlightmarkets) The ARC Campbelltown (https://www.facebook.com/ARCCampbelltown) Campbelltown Youth (http://www.facebook.com/CampbelltownYouth) Campbelltown OPAL (http://www.facebook.com/OpalCampbelltown) Thorndon Park (http://www.facebook.com/ThorndonPark)

o Twitter Campbelltown City Council (SA) (http://twitter.com/CampbelltownSA) Food Trail SA (http://twitter.com/FoodTrailSA)

o YouTube (https://www.youtube.com/user/CampbelltownSA) o Linkedin (https://www.linkedin.com/company/campbelltown-city-council-sa-) o Instagram

Campbelltown City Council (SA) (http://www.instagram.com/campbelltownsa/) Campbelltown Youth (http://www.instagram.com/campbelltownyouth/) Moonlight Markets (http://www.instagram.com/campbelltownmm) ARC Campbelltown (http://www.instagram.com/arccampbelltown) Magill Village (http://www.instagram.com/magillvillagesa)

• Events & Activities E-Newsletter (Monthly) • My Local Services App (http://www.lga.sa.gov.au/mylocalservices) • Digital Signage

o Campbelltown City Council Offices o Campbelltown Library

• Survey Monkey • Eventbrite (http://campbelltownsa.eventbrite.com)

Generally Inactive Accounts (Used only when there is a need)

• Social Media o Pinterest (https://au.pinterest.com/campbelltowncit/) o Storify (https://storify.com/CampbelltownSA) o Facebook

Campbelltown Function Centre (http://www.facebook.com/CampbelltownFunctionCentre)

http://www.campbelltown.sa.gov.au/

http://www.arccampbelltown.com.au/

http://www.campbelltown.sa.gov.au/migrantmonument

http://www.facebook.com/CampbelltownSA/

http://www.facebook.com/CampbelltownLibrary

http://www.facebook.com/CCCmoonlightmarkets

https://www.facebook.com/ARCCampbelltown

http://www.facebook.com/CampbelltownYouth

http://www.facebook.com/OpalCampbelltown

http://www.facebook.com/ThorndonPark

http://twitter.com/CampbelltownSA

http://twitter.com/FoodTrailSA

https://www.youtube.com/user/CampbelltownSA

https://www.linkedin.com/company/campbelltown-city-council-sa-

http://www.instagram.com/campbelltownsa/

http://www.instagram.com/campbelltownyouth/

http://www.instagram.com/campbelltownmm

http://www.instagram.com/arccampbelltown

http://www.instagram.com/magillvillagesa

http://www.lga.sa.gov.au/mylocalservices

http://campbelltownsa.eventbrite.com/

https://au.pinterest.com/campbelltowncit/

https://storify.com/CampbelltownSA

http://www.facebook.com/CampbelltownFunctionCentre


TRIM 16/23609 of 22 20 June 2017

Goals & Objectives Goals of Council’s digital communications are to:

Goal 1 – Increase awareness and understanding of Council’s service offerings, events, opportunities, facilities and responsibilities.

Objective 1.1 Ensure the design of Council’s websites are attractive, responsive and easy to navigate.

Objective 1.2 Allow residents to be self sufficient by ensuring website content is accurate, relevant, concise and complete.

Objective 1.3 Regularly promote council services, events, opportunities and facilities via digital media channels.

Goal 2 - Engage with as broad a cross-section of the Community as possible.

Objective 2.1 Provide varied communication methods and opportunities for residents to contact and engage with Council.

Objective 2.2 Provide a website that is accessible to those with language and disability barriers.

Goal 3 – Be a leader in digital media within the Local Government arena.

Objective 3.1 Invest in new technologies and investigate the potential of new digital media channels as they become available.

Objective 3.2 Adopt new technologies that meet the needs of Council and its communities.

Objective 3.3 Establish digital media channels as an effective form of crisis communication.


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Action Plan Goal 1 - Increase awareness of Council’s service offerings, events, opportunities, facilities and responsibilities

Strategy Action Priority (H/M/L)

Responsible Officer Budget Requirement

Timeframe


Update banner images on home page and content templates on a regular basis.

L Online Communications Officer/Graphic Designer

Can be undertaken within existing operational budgets.

Biannual


Complete redesign of Council’s website to ensure that the site remains responsive, attractive and compatible with modern browser versions and screen resolutions.

M Online Communications Officer/External Consultant

$30,000-$40,000 June 2019


Reorganise the Development & Planning section of the website to make content more accessible and user friendly.

M Online Communications Officer


June 2017


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Timeframe


Reorganise the Library section of the website to make content more accessible and user friendly.



June 2017


Review and maintenance of the new ARC website.



Annual


Investigate the use of the ‘authorisation’ Unity feature to better maintain the quality of Council’s website content.



June 2018


Conduct targeted Unity refresher training and new user training.



Annual


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Timeframe


Update information on and include pictures for all major Parks & Reserves web pages.

L Online Communications Officer


June 2018

Objective 1.3 Regularly promote council services, events, opportunities and facilities via Social Media channels.

Investigate the use of LinkedIn for promotion of Council and ARC Campbelltown career opportunities.



December 2017

Objective 1.3 Regularly promote council services, events, opportunities and facilities via Social Media channels.

Create a new ARC Campbelltown business page on LinkedIn



June 2018


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Goal 2 - Engage with as broad a cross-section of the Community as possible.



Timeframe


Enter Point of Interest information (e.g. public toilets, churches, community centres, monuments, shopping precincts) into Unity so that this can be accessed by users of both the website and My Local Services App.



June 2018


Investigate the use of Instagram, LinkedIn and other trending platforms as points of contact for the Community.



June 2018

Objective 2.2 Provide a website that is accessible to those with language and disability barriers.

Include ‘Alt text’ on all website images to make them accessible to users with screen readers and slow connections.



Ongoing


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Goal 3 - Be a leader in digital media within the Local Government arena.



Timeframe


Review Council’s existing Social Media suite (in particular Twitter) to ensure that the channels remain relevant to Council’s audience.



June 2018


Establish a documented strategy/plan for the use of digital media during emergencies.

H Online Communications Officer


June 2017


Place fire and flood zone maps on the website.

H Online Communications Officer


June 2018


Investigate the use of Trip Advisor as a way to promote Council facilities such as Lochend House, the Food Trail, the ARC, the Local History Room and/or the Moonlight Markets.



June 2018


Investigate the use of Instagram, LinkedIn and other trending platforms to engage with our community.



June 2018


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Appendix 1 – Digital Media Usage Statistics as at 11 May 2017 Campbelltown City Council (SA) Website


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Campbelltown City Council (SA)’s Facebook Fan User Profile

Campbelltown Library’s Facebook Fan User Profile


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Campbelltown Moonlight Markets’ Facebook Fan User Profile

The ARC Campbelltown’s Facebook Fan User Profile


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Campbelltown Youth’s Facebook Fan User Profile

OPAL Campbelltown’s Facebook Fan User Profile


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Thorndon Parks Facebook Fan User Profile

Campbelltown Function Centre’s Facebook Fan User Profile


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Campbelltown City Council (SA) Twitter Analytics

Food Trail Twitter Analytics


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Campbelltown City Council Website Analytics


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