Objectives

The objective for Queensland TMR’s ‘StreetSmarts’ social media community is to promote awareness and educate the community on road safety through creative content and active community engagement.

Challenges

As a government department and regulated industry, TMR’s level of risk aversion was very high and necessitated after hours and weekend risk management. The original campaign involved transforming social channels from a broadcast medium into a revitalised community where Queenslanders would be part of the road safety discussion. An additional challenge was the very cautious approach to what could and could not be visible on social media pages.

Solutions

Executing Publicis’ strategy, Quiip provided after hours community and risk management, to proactively engage the ‘StreetSmarts’ community around Publicis’ content and keep road safety conversations flowing. Undertaking community management across Facebook, Twitter, Instagram and TikTok, Quiip worked in partnership with Publicis to harness the power of community for behavioural and social change in Queensland road safety behaviours, unearthing passionate community members who wanted to share their knowledge of road safety.

Using our experience in risk averse regulated industries, Quiip ensured documentation had all aspects of risk covered, while robust processes and regular overnight sweeps ensured any community risk was mitigated. Strategic recommendations to documentation processes also helped streamline knowledge sharing and refine the tone of voice, helping to maintain the perception of StreetSmarts as road safety experts. Other recommendations helped Publicis identify proactive engagement topics, as well as be alert to issues before they became problematic.

Results

Quiip’s team adeptly managed all community engagement and risks, including engaging with the growing audience as per the revised tone of voice. Early on the client observed the level of discussion on social media pages and the sentiment had improved. There were less hostile conversations and community members were actively talking about road safety. By December 2018, the rebrand to StreetSmarts was well received with the community sharing ideas for what they’d like to see StreetSmarts cover.

Other key achievements during the peak activity period (1st Jul 2018 – 31st Mar 2019) include:
• A 16% increase in queries responded to and 8% increase in total items handled (2,861 up from 2,629).
• The number of queries assigned for specialist knowledge reduced by more than 41%.
• The response time for all social media queries decreased by 28%.

Client Satisfaction Rating

10 out of 10 (Likelihood to Recommend)