5th Annual Alberta Communications Forum

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  • 1. TRADITIONAL MEDIA MEETS SOCIAL MEDIA Diane Bégin, NAIT Corporate Communications 5TH ANNUAL ALBERTA COMMUNICATIONS FORUM FEBRUARY 22, 2010
  • 2. Source: http://www.time.com/time/covers/0,16641,19940725,00.html THE INTERNET TOOK OFF
  • 3.  
  • 4. The @ briansolis Conversation Prism is just a fraction of SM. It's a starting point. Go to each & search your org for conversation. #cprs2009 9:18 AM Jun 8th, 2009    It's the listening that separates SM experts from SM theorists. #cprs2009 9:16 AM Jun 8th, 2009    Who owns social media? Every dept of an org does - they must all socialize. BUT PR has to be the resource centre for everyone. #cprs2009 9:14 AM Jun 8th, 2009    No one is better at communicating in social media than communications veterans. SM is just a tool. Still just conversation. #cprs2009 9:05 AM Jun 8th, 2009 Conversations have been happening since the beginning of time. Social media now allows you to find them. @ briansolis #cprs2009 8:56 AM Jun 8th, 2009 From @ briansolis Press release is over 100 yrs. Officially it still sucks. #cprs2009 8:54 AM Jun 8th, 2009 from Twittelator BRIAN SOLIS @ 2009 CPRS NATIONAL CONFERENCE
  • 5. TRADITIONAL MEDIA MEETS SOCIAL MEDIA
    • Traditional media relations = relationship between communicator & broadcast & print journalists
    • Content creation: advisory, release, backgrounder, speaking notes, Q & A, report/document, pictures, expert interviews...
    • Other corporate communications content: website, articles, videos, interviews...
    • Repurposing generated content for various social media
    • Social media should be integrated into planning and where possible supplementing most communications efforts
  • 6. PERSONALITY www.briansolis.com/2009/05/significant/
  • 7. OVERVIEW OF THE PRESENTATION
    • NAIT corporate communications social media history
    • Communications planning
    • Ten social media tactics
    • Five lessons learned
    • Tracking and measurement
    • My three favourite social media tools
  • 8. TODAY
    • Social media advisory committee (reputational vs. academic)
    • NAIT social media guidelines
    • NAIT.ca/socialmedia
      • Blogs
      • Facebook (profiles, groups, pages)
      • Flickr
      • Instant messaging
      • iTunes
      • Open Table
      • RSS
      • Twitter
      • YouTube
  • 9. COMMUNICATIONS PLANNING
    • Formula includes: Listen, Content, Technology, Metrics, Manage risks
    • Audiences: government, business and industry, alumni, donors, friends, community organizations and students
    • Included in various sections + its own section
      • Blogging
      • Blogger relations
      • Social tools
      • Community relations
      • Social media news release & social media newsroom (p. 266, PR 2.0 Breakenridge interview with Solis)
    • Vision 2013-14: NAIT will be a local leader in social media as it will be integrated in all of our communications.
  • 10. COMMUNICATIONS PLANNING cont.
    • Objectives:
    • Enhance the newsroom & news releases to be more social media friendly.
    • Build on blogger relations.
    • Continue to build an active presence within the social media community.
    • Expand current social tools and seek other opportunities with social/technology trends in mind.
    • Encourage a blogging format for content being created within our team and in other departments.
    • Establish benchmarks and measurement methods to inform future social media strategies that meet business objectives.
  • 11. TEN SOCIAL MEDIA TACTICS 1. Create content even when you don’t get the call. www.nait.ca/44782.htm www.youtube.com/techlifemag
  • 12. 2. Provide and repost content. communities.canada.com/edmontonjournal/blogs/eatmywords/archive/2009/12/16/de-boning-a-turkey.aspx twitter.com/NAIT/status/6802914579 TEN SOCIAL MEDIA TACTICS cont.
  • 13. 3. Address other unexpected social media opportunities. www.flickr.com/photos/nait TEN SOCIAL MEDIA TACTICS cont.
  • 14. 4. Post once and have it feed to multiple sources. TEN SOCIAL MEDIA TACTICS cont. www.nait.ca/newsroom www.nait.ca/socialmedia www.twitter.com/nait www.linkedin.com/groups?gid=1413867&trk=myg_ugrp_ovr www.techlifemag.ca
  • 15. 5. Make social media part of the story. www.youtube.com/watch?v=BTGViXjN8Fk TEN SOCIAL MEDIA TACTICS cont.
  • 16. 6. Whenever possible reuse content and post elsewhere. en.wikipedia.org/wiki/Avro_arrow www.techlifemag.ca twitter.com/NAIT/status/6669267608 TEN SOCIAL MEDIA TACTICS cont.
  • 17. 7. Always be looking and ready for opportunities. www.edmontonjournal.com/news/NAIT+workshop+aims+prevent+school+shootings/2133163/story.html TEN SOCIAL MEDIA TACTICS cont.
  • 18. 8. Tailor content and make it convenient for bloggers. TEN SOCIAL MEDIA TACTICS cont.
  • 19. 9. Involve many colleagues and create a similar brand for your channels. www.twitter.com/NAIT/naitaccounts www.nait.ca/facebook TEN SOCIAL MEDIA TACTICS cont.
  • 20. 10. Co-brand your personal presence with your organization. TEN SOCIAL MEDIA TACTICS cont. www.twitter.com/kvern
  • 21. FIVE LESSONS 1. Be a real person. www.twitter.com/nait
  • 22. FIVE LESSONS cont. 2. Be willing to poke fun at yourself. www.connect2edmonton.ca/forum/showthread.php?p=122600#post122600
  • 23. FIVE LESSONS cont. 3. Don’t get put off by swearing.
  • 24. FIVE LESSONS cont. 4. Face-to-face interaction is just as important as online. www.twitter.com/edmontontweetup
  • 25. FIVE LESSONS cont.
    • 5. Most comments are neutral.
    • 3% positive, 2% negative, rest is neutral (Georgia Tech case study by KD Paine )
  • 26. TRACKING AND MEASUREMENT
    • Media Relations Points (MRP)
    • Twitter:
      • Publish Date
      • User
      • Location
      • Prov
      • Type (if known)
      • Followers (similar to reach)
      • Positive/Negative/Balanced
      • Comment + Notes
      • Action
  • 27. OTHER REPORTED METRICS
    • YouTube (video + channel views)
    • Flickr (image + video views)
    • Twitter (followers + click throughs)
    • Facebook (fans)
    • Highlights!
  • 28. MY THREE FAVOURITE SOCIAL MEDIA TOOLS
    • SlideShare slidecasts ( PD: Paradox of our Profession: Valuable but not Valued , Dr. Terry Flynn, McMaster University, 52:53)
    • Flickr application + functionality
    • LinkedIn applications ( SlideShare , blog , events , TripIt , box.net )
  • 29. CONTACT Diane Bégin, Communications Specialist, NAIT [email_address] 780.491.3142 www.twitter.com/dibegin www.linkedin.com/in/dibegin www.delicious.com/dibegin www.slideshare.net/dibegin www.facebook.com/dianebegin www.wheretobegin.ca