2009 is a very tough year.  Australians are moving from ‘cocooning’, a warm and cosy preference for home, to ‘fortressing’, seeking the security of the familiar and protecting themselves and their nearest & dearest from the uncertainty of the outside world. David Chalke will draw on AustraliaSCAN 2009 to highlight what this means for communications and what messages Australians will respond to in these uncertain times.

Since 1992, Grey has been conducting its highly popular and successful Eye on Australia study. In this year of global financial uncertainty, and dented reputations, Paul Gardner will concentrate on one critical aspect of the study, namely the importance of trust and what companies, brands and departments need to do in order to maintain it.

Since 2000 we have seen the arrival of Web 2.0, the ipod, itunes, the iphone, MySpace, Facebook, Twitter, Google Android, Google Latitude, YouTube, Skype, and Wikipedia. At first glance all of this, along with the growth of China and the ‘great financial crisis’, may make the ‘naughties’ look like an exceptional decade of change. However, all of these changes are simply scene setting for the changes to come, in the next decade. In his session, Ray will illustrate that the rate of change is increasing, that technology is becoming ever more personal and disruptive, that connections, reputations, trust, and speed will be the essential elements of marketing, that asymmetry and disintermediation are key drivers. For many organisation the next decade will be a dystopia of despair where tens of years of brand building are swept away overnight, but for other, more adaptable, more nimble, more connected organisations, the next decade will offer a chance to be part of the discourse of this accelerating world.

CSR, Sustainability, Social Media. They are all increasing trends for brands both in the corporate space and in government. Russ will outline global trends in all 3 areas and the implications for government communications. He will reference recent case studies such as Wal-Mart and Brand Obama.

Nigel Ross will demonstrate how audio can get good cut through in communication, bringing to life why Australian produced jingles are now being used worldwide across a variety of media channels.

Harnessing the fast growing powerhouse of online to more effectively reach Australia's biggest and most influential population group, women. Linda will cover the key differences between how men and women use the Net, the barriers and opportunities this presents, and "rules of engagement" for effective connection & communication with her.

Joan and Fiona will share the secrets of successful government television advertising based on community feedback on a wide range of Australian and State government television advertisements. The presentation will explode myths and shed new light on how to create advertising that not only engages audiences but also effectively influences knowledge, attitudes and behaviour.

How do people search for government information online? Unfortunately, there’s no easy answer as it varies depending on the individual’s circumstances and preferences.  Research commissioned by Sensis shows that Australians usually contact government agencies because they need to resolve an issue. This highlights the importance of giving Australians access to government information quickly and across a wide range of mediums.  Michelle will explain how government agencies can effectively reach their audiences online and via the emerging mobile medium.

The Victorian Department of Premier and Cabinet is currently preparing a digital media strategy in conjunction with government agencies. The explosive rise of social media warrants its inclusion into any communications mix. The participatory nature of Web 2.0 creates greater opportunities for genuine conversations between people and their governments. Moreover, government's ability to leverage the reach, immediacy and power of online video is of special interest. The strategy addresses the opportunities posed by the rapid emergence of new forms of digital media and the rise of social networks. So what are the implications for government?

Sandra Hanchard Senior Analyst, Hitwise
How can Governments use Online to be more Effective in Reaching the Community?

Government agencies need to ensure that the online delivery of their services is meeting the needs of the community, particularly as the Internet becomes a primary point of contact between organisations and users. The online channel can help governments reduce marketing costs in raising awareness of their services, and educate the community on important issues. Governments also have the opportunity to ensure they are a preferred source of information through effective content development and Search Engine Optimisation. In this presentation, Sandra will cover:

• Benchmarking community access of online services.
• Share of voice - Which services are being searched for and when?
• How government agencies can develop relevant and accessible content.
• Which segments of the community are visiting online services.

The Community Panel Pilot project is an innovative and cost-effective model for engaging local communities in decision making. With five participating SA Councils and over 1700 members, ‘the Community Panel’ provides a method for regular consultation online with community stakeholders across a broad range of topics including council services, budgets and strategic plans. Jim Myhill and Jane Trotter will share their vision for a state wide panel that can be used to gain feedback at both a State and Local level and provide the opportunity for benchmarking across Councils.

WA’s new 12 year road safety strategy, Towards Zero (2008-2020) was developed with more community consultation than any other road safety strategy developed before. This has ensured that the community has a deeper understanding of what is achievable, we had an understanding of what the community would accept as reasonable and what they thought, and that shared responsibility and ownership of the strategy have been encouraged from the outset. More than 18 months of consultation was undertaken, including three methodologies, and multiple constructs of participant levels and interests. The findings and input from the various community groups influenced changes to the final recommendation made to government, and assisted in the successful endorsement of the strategy through a government election cycle, and some challenging issues for the community. Roger will outline the effectiveness of this approach, the valuable lessons learned, the powerful impact of true community consultation and the importance of ‘shared responsibility’ for owning and implementing the road safety strategy for Western Australia.

Bathurst, and the king of the mountain is all about Holden and Ford. But what about the road they use-does it matter who owns it or whose brand it is? Mostly as motorists we don't care about the brand or ownership we just want a good road. Neil will talk about a unique alliance which sees local and state governments join together to get the best roads for the motorists, regardless of "ownership". Come and learn about this alliance and then challenge yourself to see how this model may apply to other Government services.