Department of Infrastructure

Social Media Strategy, Content Playbook, Reporting Framework and Training.

Project Background

The Department of Infrastructure, Transport, Regional Development and Communications is the amalgamation of multiple diverse portfolios into a single department.

Helm was appointed by the department to develop and implement a social media strategy that delivered on the department’s goal of “connecting Australian’s” whilst at the same time addressing each of the department’s stakeholder groups needs through social media.

The Solution

Helm conducted an extensive audit of each of the department's social profiles as well as benchmarking against best-in-class government social content. This was conducted in conjunction with workshops with internal stakeholders to get a thorough understanding of the nuance's of each portfolio, it's audiences and stakeholders, and content requirements

A strategy was developed that unified the approach to social across the portfolios whilst still addressing the needs of the different audiences. Social communities were simplified into communities of interest, reducing the amount of social profiles and simplifying content production into three discreet streams.

Services provided by Helm

  • Social Media Strategy

  • Benchmarking Study

  • Content Playbook

  • Analytics Framework

  • Training

Social Media Strategy

The creation of a social strategy that approached the mega department by “Communities of Interest” content streams as opposed to by each portfolio.

Social media profiles have be simplified down from close to 30 to 4 streams, each with their own purpose, tone of voice and content plan.

Content Playbook

A content playbook was developed to guide the production of social content across each portfolio.

The playbook outlined the channels, language, tone-of-voice, content formats and templates required.

Reporting Framework

Helm worked closely with Infrastructure to determine the metrics and measurement benchmarks for the strategy's rollout.

A robust governance and escalation process was developed as well as a practical reporting framework to quickly and easily report on the success of the strategy.

Training

Cross department training programs were developed and run in person and online to upskill department staff around capability, content standards and reporting.

Social Media Strategy

The creation of a social strategy that approached the mega department by “Communities of Interest” content streams as opposed to by each portfolio.

Social media profiles have be simplified down from close to 30 to 4 streams, each with their own purpose, tone of voice and content plan.

Content Playbook

A content playbook was developed to guide the production of social content across each portfolio.

The playbook outlined the channels, language, tone-of-voice, content formats and templates required.

Reporting Framework

Helm worked closely with Infrastructure to determine the metrics and measurement benchmarks for the strategy's rollout.

A robust governance and escalation process was developed as well as a practical reporting framework to quickly and easily report on the success of the strategy.

Training

Cross department training programs were developed and run in person and online to upskill department staff around capability, content standards and reporting.

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