Australian Government: Clean energy future
Video interview with the Senior Director of Communication from the Department of Climate Change Kate Bradstreet and the Department’s digital media and communications strategist, Debbie Dickinson about the strategy behind Clean Energy Future.
A case study presented by Kate Bradstreet, Senior Director of Communication from the Department of Climate Change and Energy Efficiency, and Debbie Dickinson, digital media and communications strategist, Department of Climate Change and Energy EfficiencyMs Bradstreet first took the audience on a tour of the clean energy future site, explaining the main driver of traffic was actually a household assistance calculator, but also integrating Twitter and videos.
Ms Dickinson explained that the whole campaign was about getting a government voice into a discussion which was already ongoing in the social media space. Ms Bradstreet said the department has had 47,000 views of their YouTube videos.
The department developed case studies to show the impact of carbon pricing on different people. Many of the case studies were based on Treasury modelling.
Ms Bradstreet said their Facebook risk strategy included a 24-hour moderation policy if needed, but the fact the Facebook page is largely self monitoring and worst values were not realised.
Ms Bradstreet said there was some nervousness around negative comments but that has improved. Saying most Facebook posts have between 20 to 40 comments.
The Clean Energy Future site was built using WordPress and most of the design was done in-house. With the campaign’s Facebook, YouTube and Twitter all run by four people. Ms Bradstreet said the most significant costs were probably from animation and videos, and that a lot of the work was done in-house by a very tech savvy employee.
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