Transforming Biosecurity Queensland’s engagement capabilities through digital targeting

Abstract

In early 2018, Biosecurity Queensland set the ambitious target of growing its Facebook following from 20,000 to 100,000 people by the year 2020. This goal is one example of Biosecurity Queensland’s exploration of digital engagement options to help every Queenslander play their part in the biosecurity system. With a need to reach and influence large mainstream audiences, Biosecurity Queensland have finetuned the delivery of cost-effective marketing strategies for broad community-oriented behaviour change campaigns. By harnessing data available through social media and psychographic profiling, Biosecurity Queensland has established a cost-effective approach to delivering online social change interventions complimenting traditional communication and engagement activities. Digital marketing strategies investigated by the team have focused on mining data available through digital channels such as Facebook, Google and YouTube and creating change interventions pinpointed to key audience segments. Building an understanding of social media algorithms has enabled improved targeting based on geographic location, interests, employment, education and language. This approach to broader community education has been applied across a range of recent biosecurity programs in Queensland including: the fire ant and electric ant eradication programs, the white spot disease program, the panama tropical race 4 disease program, and is increasingly being used as a strategic tool for building biosecurity preparedness.