Janice Isidro
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Powering VIC GOV's COVID Response

In the midst of Victoria’s second wave, I was challenged by the Victorian Government to help them communicate effectively with their community. With the customer service centre overwhelmed by constant phone calls and long wait times, it was clear that we needed to arm the government with real-time data—data that directly informed and shaped critical COVID announcements.

Powering VIC GOV's COVID Response

 

Real-time insights: real-time responses

In the midst of Victoria’s second wave, I was challenged by the Victorian Government to help them communicate effectively with their community. With the customer service centre overwhelmed by constant phone calls and long wait times, it was clear that we needed to arm the government with real-time data—data that directly informed and shaped critical COVID announcements.

Challenge

The government needed instant insights into what Victorians were concerned about amid the evolving pandemic. My goal was to capture both:

  • Search Data: What were people in Victoria searching for in relation to the virus and government measures?

  • Social Data: What were they talking about on social media channels?

By understanding these key areas, we could help the government deliver accurate, relevant, and timely communication across all channels, including their phone lines, website, and social media.

My approach

I began by setting up a framework to guide our process. This involved:

  • Client Workshops: I facilitated sessions to workshop initial keywords and identify the key topics our audience cared about.

  • Deploying Social Listening: I quickly set up a social listening tool, NetBase, within a tight turnaround to start gathering real-time data.

With these systems in place, I was able to monitor trending themes and identify the most critical topics that needed addressing. I then established daily and weekly reporting dashboards, ensuring the client received consistent, actionable insights.

IMPACT

Over the course of a 5-12 week project, the real-time data I gathered fed into the government’s COVID announcements, ensuring their communications were both timely and impactful. This proactive approach allowed us to:

  • Set up a clear framework for continuous data monitoring.

  • Equip the client with the necessary insights to adjust their messaging in real time.

  • Demonstrate the power of social listening and search analytics in managing a public health crisis.

By capturing what Victorians were searching for and discussing online, we provided the government with the information they needed to address the community’s concerns head-on. This not only improved communication efficiency but also helped build trust during an incredibly challenging time.