About the City of Adelaide

The City of Adelaide is an elected council that represents Adelaide, the capital city of the state of South Australia. Its elected officials represent the interests of Adelaide’s 25,000 residents and 315,000 daily city users, endeavouring to create a vibrant city experience that enhances life for residents and visitors alike.
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The City’s vision is for Adelaide to be recognised as the world’s most liveable city (Adelaide has been recognised as a top 10 city in The Economist Intelligence Unit’s global liveability ranking). Its responsibilities go well beyond the standard “roads, rates and rubbish” tasks of a normal local council; it is also charged with stimulating business and investment, and attracting tourists and new residents to Adelaide. To do this, the City has developed a strong social media presence that delivers quality content to both residents and visitors, whilst bringing Adelaide’s “Designed for Life” brand story to life.

The City of Adelaide partnered with Hootsuite to centralise the management of its social media properties, to optimise its social media community management, and to maximise the efficiency of its social media team.

16%

growth in Facebook fans on the official City of Adelaide Facebook Page

2 to 15

Scaled from 2 contributors to 15, whilst ensuring compliance with legal and regulatory frameworks

20+

Centralised social media properties on a single platform

Objectives

The organisation selected Hootsuite Enterprise to centralise management of more than 20 social media properties and meet the following objectives:

    • Bring the City’s “Designed for Life” brand to life across all external channels in a consistent manner, representing a diversity of voices, while adhering to governance requirements.
    • Shift from a traditional citizen engagement model to a unified, social-led engagement strategy to increase engagement on the City’s social media profiles, and position its platforms as a one-stop shop for services available to residents and visitors.
    • Centralise digital assets on a single brand platform to ensure consistency and streamline distribution.
    • Increase efficiency and minimise resources needed to manage community engagement and service delivery via social media.
    • Foster 1:1 connections at scale through a Facebook Messenger chatbot to improve the efficiency and relevance of customer engagement.

How they did it

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Centralising management of the City’s social media properties

The City of Adelaide manages a range of social media properties and profiles that fall within the council’s mandate, from libraries and community centres to a golf course and aquatic centre. The City sought to balance a need for diverse voices and content, with adherence to the strict oversight and governance requirements that apply to government organisations and institutions.

The City of Adelaide has seen a distinct shift away from traditional citizen engagement channels in favour of digital and social channels. Working with Hootsuite, the City of Adelaide transitioned from loosely governed social media management via native platforms to a single platform with central governance. With Hootsuite Enterprise, the City’s seven-member content team and other contributors can monitor communications, publish content and engage with citizens, whilst ensuring all communications are compliant and on brand.

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Increasing content quality, consistency and reach across platforms

Moving to Hootsuite Enterprise enabled the City of Adelaide to manage its broad social media portfolio more efficiently, with consolidated management and flexible user access privileges for teams and individual content contributors. This enabled the team to improve the quality and consistency of their content publishing across social networks, whilst growing their online community—including a 16% increase in the number of fans on the City’s official Facebook Page.

In Marketing at the City of Adelaide, we represent a diverse range of organisations and assets, which means we need our marketing content to reflect that diversity, but we also need to maintain control. Hootsuite Enterprise provided us with a more controlled environment, better governance, centralised reporting, and more holistic situational awareness; which has delivered quality outcomes for the Marketing team, for our customers and key stakeholders.

Clayton Wehner Manager, Marketing Strategy and Innovation City of Adelaide
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Scaling thought leadership, with compliance in mind

At federal and state levels, Australian legislation and regulatory guidance requires that all government agencies maintain accurate records of public data. With Hootsuite Enterprise, the City of Adelaide has been able to adhere to legislative and regulatory guidance by maintaining public records in a central content repository.

This compliant framework for communications enabled the City to quickly scale its team of content contributors from two subject matter experts to 15, providing a means to rapidly increase publishing and engagement coverage, whilst ensuring all content remains compliant and on brand.

These efficiencies in communications have freed up time for the City to begin crafting the next phase of its strategic marketing plan, which will see reduced emphasis on individual channels and a renewed focus on the end-to-end citizen experience.

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Scaling and personalising service delivery with online chat

With innovation crucial to maintaining Adelaide’s reputation as one of the world’s most liveable cities, the City of Adelaide decided to experiment with using automation as a means to deliver information more efficiently to citizens and visitors.

The team developed a Facebook Messenger chatbot that handles a wide range of queries, with additional capabilities such as checking waste collection schedules by home address, or exploring Adelaide’s “What’s On” Calendar by event type. While the chatbot responses are automated, users can ask to be transferred to a human at any time. The social team can view all queries in the Hootsuite platform, allowing them to review and manage activity to deliver personalised responses as needed.

Integrated in key areas across the City’s website, the chatbot fields common queries, reducing the need for phone and email support, and helping the team to direct resources where they will deliver the greatest impact on citizen experience.

The results

  • After streamlining processes and creating cost efficiencies with Hootsuite, the City of Adelaide has continued to gain recognition for its innovative customer-centric service delivery.

    The Hootsuite platform has enabled the City to centralise planning and approval processes, whilst decentralising content development, allowing the team to expand its range of subject matter experts that contribute and share high-value social content.

    With improved monitoring, centralised reporting, enhanced governance, and integrated live support and automation, the City of Adelaide continues to optimise its service delivery to create a better experience for all stakeholders, visitors and citizens.

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About Hootsuite Enterprise

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  • Hootsuite is the leader in social media management, trusted by more than 18 million customers and employees at more than 80% of the Fortune 1000. Our unparalleled expertise, customer insights at scale, and collaborative ecosystem help people and organizations succeed with social. Hootsuite’s versatile platform supports a thriving ecosystem of social networks complemented by 250+ business applications and integrations, allowing organizations to extend social media into existing systems and programs.

  • Along with our channel and agency partners, we help organizations build deeper relationships with customers, stay connected to the needs of the market, grow revenue, and draw meaningful insights from social media data. Innovating since day one, we continue to help organizations pioneer the social media landscape and accelerate their success through product training, group training and tailored organizational training, as well as security and compliance services.

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