Predictive Search & Community Consultation

Innovation NSW

Innovation NSW launched the beta version of AskNIC which uses predictive search to help the community easily track and find information. The branding is humanised and employs helpful 'tool tips' to make the user experience intuitive. The website also reinforces how the Innovation strategies were informed by community consultation. These community summaries reinforced the idea of collaborative policy making.

Pins & Virtual Tours

State Library, NSW

State Library New South Wales created amazing pin boards using the dedicated social media tool HistoryPin which helped to scale historical artefacts to the entire web. Through the power of innovative technologies, the Libary was able to spatially connect 'where' with 'what' and 'when' as they created beautifully designed interfaces to explore the Gold Fields of NSW. The platform allowed for the integration of other tools which the organisation was using, including Twitter, Facebook, Instagram and video-sharing platform, Vimeo.

Linking Social with 'Have Your Say'

NSW Dept of Planning & Environment

With close to 17,000 followers, the social media team at the NSW Department of Planning and Environment are a shining example of organisations being able to use Facebook to connect with community voices on the future direction of their surroundings. Members of the community are invited to 'have their say' on plans and policies through the online submissions process. The digital marketing architecture of the agency enables cross-linking between Facebook and the 'Have Your Say' web tool.

Tweeting Interactively and Sharing Interesting Content

NSW Dept of Education

The Futures Learning team at the NSW Department of Education provide us with amazing examples on how to leverage Twitter to help get immediate feedback on the education community. With just over 1,000 active followers and many more Tweet impressions, Futures Learning is helping to lead the recurring idea explosions on the social media feed through intelligently curated tweets. The use of the quiz created a sense of interactivity through digital conversation and the re-tweeting of human-centred tweets by Google shows us the team is able to embrace latest technologies in a way that maximises human to human relationships.

Pins, Hashtags and Hyperlinks

Destination NSW

Destination NSW is one of the best examples of a NSW government agency using Pinterest to great effect. Pinterest is useful for sharing interesting images, ideas and visuals. With over 3,000 followers on their Pinterest account, Destination NSW is able to leverage from the idea of a digital pinboard for would be travellers. What’s even better is that the team has followed other Pinterest accounts such as and a whole host of other individuals and companies in the tourism space. The Pinterest account also connects with the main website which brings users to a beautiful UX that is complemented by Australia’s scenic Sydney Harbour. This is overlaid with the hashtag “#ilovesydney” which serves to foster common appreciation for Australia’s iconic city.

Linking Up With Professionals

NSW Dept of Premier and Cabinet

A great example of a public sector agency employing effective LinkedIn strategies is the NSW Department of Premier and Cabinet, which through its successful effort in online engagement, has attracted over 7,000 followers. LinkedIn is about professional networking across organisations, individuals and ideas. The LinkedIn follows a lot of the important and common principles in the follower model for social media, which is to post interesting content on a frequent basis. The posts themselves are also more tailored towards the LinkedIn world as it benefits from the comparatively more professional and rigorous culture of the social network when compared against others such as Facebook. An interesting post was the cross-sharing between the NSW Department of Premier and Cabinet and NSW Transport. NSW DPC called on its followers to share their thoughts and transport and seamlessly linked the expression f interest page complete with images and effective subtitles (i.e “Pitch Your Ideas & Innovations - Future Transport Summit.”)

Investments Into Human-Centred Advertising


TAFE NSW is an interesting case study on digital marketing because it is relatively unique when compared to other NSW government agencies. TAFE, as a vocational education provider, is required to often compete against private providers offering similar courses. These policy changes for greater competition has provided TAFE with an incentive to ensure best return on investment for its digital marketing campaigns. The execution and focus on video production has, in my view, been incredibly effective at achieving a consistency of messaging, a scaling of brand and a personalised about harnessing human ambition and potential. Another key distinction between TAFE in its most recent structure, has been the separation into different geographical and brands, including OTEN, Illawarra, North Coast and so forth. Notwithstanding, the TAFE YouTube includes those channels on the main page to help benefit from sharing audiences thereby maximising the total brand exposure of TAFE. This is a great example of effective YouTube channel management.

Investments Into Human-Centred Advertising


A useful case study for understanding how Facebook can be used to increase trust, transparency and community engagement is Teach.NSW. The Facebook page is well designed with a great amount of metadata and background information populated to searchability and discoverability of the page. Further, the page itself has attracted over 100 reviews with an aggregate of 4 out of 5 stars which is a phenomenal ranking. The Facebook posting strategy is well thought out and the tone across the posts are consistently inclusive, positive and more upbeat. The fostering of online relationships has been supplemented by the inclusion of a subtle action button on the central page which takes users to a beautifully designed landing page. This landing page offers audience the opportunity to extend the ‘digital relationship’ by providing opt-in facilities coupled with a YouTube embedded video explainer. Overall, the user experience is very clean and takes the advantage of having users self-select and create voluntary relationships with Teach.NSW.