TRADITIONAL MEDIA MEETS SOCIAL MEDIA Diane Bégin, NAIT Corporate Communications ADVANCED LEARNING INSTITUTE JANUARY 26, 2010
TRADITIONAL MEDIA MEETS SOCIAL MEDIA <ul><li>Traditional media relations = relationship between communicator & broadcast &...
PERSONALITY www.briansolis.com/2009/05/significant/
OVERVIEW OF THE PRESENTATION <ul><li>NAIT corporate communications social media history  </li></ul><ul><li>Communications ...
TODAY <ul><li>Social media advisory  committee (reputational vs.  academic) </li></ul><ul><li>NAIT social media guidelines...
COMMUNICATIONS PLANNING <ul><li>Audiences: government, business and industry, alumni, donors, friends, community organizat...
COMMUNICATIONS PLANNING cont. <ul><li>Objectives: </li></ul><ul><li>Enhance the newsroom & news releases to be more social...
TEN SOCIAL MEDIA TACTICS 1. Create content even when you don’t get the call. www.nait.ca/44782.htm www.youtube.com/techlif...
2. Provide and repost content.  communities.canada.com/edmontonjournal/blogs/eatmywords/archive/2009/12/16/de-boning-a-tur...
3. Address other unexpected social media opportunities.  www.flickr.com/photos/nait   TEN SOCIAL MEDIA TACTICS cont.
4. Post once and have it feed to multiple sources.  TEN SOCIAL MEDIA TACTICS cont. www.nait.ca/newsroom www.nait.ca/social...
5. Make social media part of the story.  www.youtube.com/watch?v=BTGViXjN8Fk   TEN SOCIAL MEDIA TACTICS cont.
6. Whenever possible reuse content and post elsewhere.  en.wikipedia.org/wiki/Avro_arrow  www.techlifemag.ca   twitter.com...
7. Always be looking and ready for opportunities.  www.edmontonjournal.com/news/NAIT+workshop+aims+prevent+school+shooting...
8. Tailor content and make it convenient for bloggers.  TEN SOCIAL MEDIA TACTICS cont.
9. Involve many colleagues and create a similar brand for your channels.  www.twitter.com/NAIT/naitaccounts www.nait.ca/fa...
10. Co-brand your personal presence with your organization. TEN SOCIAL MEDIA TACTICS cont. www.twitter.com/kvern
FIVE LESSONS 1. Be a real person. www.twitter.com/nait
FIVE LESSONS cont. 2. Be willing to poke fun at yourself. www.connect2edmonton.ca/forum/showthread.php?p=122600#post122600
FIVE LESSONS cont. 3. Don’t get put off by swearing.
FIVE LESSONS cont. 4. Face-to-face interaction is just as important as online. www.twitter.com/edmontontweetup
FIVE LESSONS cont. <ul><li>5. Most comments are neutral.  </li></ul><ul><li>3% positive, 2% negative, rest is neutral (Geo...
TRACKING AND MEASUREMENT <ul><li>Media Relations Points  (MRP) </li></ul><ul><li>Twitter: </li></ul><ul><ul><li>Publish Da...
OTHER REPORTED METRICS <ul><li>YouTube (video + channel views) </li></ul><ul><li>Flickr (image + video views) </li></ul><u...
MY THREE FAVOURITE SOCIAL MEDIA TOOLS <ul><li>SlideShare  slidecasts  ( PD: Paradox of our Profession: Valuable but not Va...
CONTACT Diane Bégin, Communications specialist, NAIT [email_address]   780.491.3142  www.twitter.com/dibegin   www.linkedi...
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Gov 2.0: Advanced Learning Institute

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January 26, 2010 presentation in Edmonton, AB

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Gov 2.0: Advanced Learning Institute

  1. 1. TRADITIONAL MEDIA MEETS SOCIAL MEDIA Diane Bégin, NAIT Corporate Communications ADVANCED LEARNING INSTITUTE JANUARY 26, 2010
  2. 2. TRADITIONAL MEDIA MEETS SOCIAL MEDIA <ul><li>Traditional media relations = relationship between communicator & broadcast & print journalists </li></ul><ul><li>Content creation: advisory, release, backgrounder, speaking notes, Q & A, report/document, pictures, expert interviews... </li></ul><ul><li>Other corporate communications content: website, articles, videos, interviews... </li></ul><ul><li>Repurposing generated content for various social media </li></ul><ul><li>Social media should be integrated into planning and where possible supplementing most communications efforts </li></ul>
  3. 3. PERSONALITY www.briansolis.com/2009/05/significant/
  4. 4. OVERVIEW OF THE PRESENTATION <ul><li>NAIT corporate communications social media history </li></ul><ul><li>Communications planning </li></ul><ul><li>Ten social media tactics </li></ul><ul><li>Five lessons learned </li></ul><ul><li>Tracking and measurement </li></ul><ul><li>My three favourite social media tools </li></ul>
  5. 5. TODAY <ul><li>Social media advisory committee (reputational vs. academic) </li></ul><ul><li>NAIT social media guidelines </li></ul><ul><li>NAIT.ca/socialmedia </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Facebook (profiles, groups, pages) </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Instant messaging </li></ul></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Open Table </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
  6. 6. COMMUNICATIONS PLANNING <ul><li>Audiences: government, business and industry, alumni, donors, friends, community organizations and students </li></ul><ul><li>Included in various sections + its own section </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Blogger relations </li></ul></ul><ul><ul><li>Social tools </li></ul></ul><ul><ul><li>Community relations </li></ul></ul><ul><ul><li>Social media news release & social media newsroom (p. 266, PR 2.0 Breakenridge interview with Solis) </li></ul></ul><ul><li>Vision 2013-14: NAIT will be a local leader in social media as it will be integrated in all of our communications. </li></ul>
  7. 7. COMMUNICATIONS PLANNING cont. <ul><li>Objectives: </li></ul><ul><li>Enhance the newsroom & news releases to be more social media friendly. </li></ul><ul><li>Build on blogger relations. </li></ul><ul><li>Continue to build an active presence within the social media community. </li></ul><ul><li>Expand current social tools and seek other opportunities with social/technology trends in mind. </li></ul><ul><li>Encourage a blogging format for content being created within our team and in other departments. </li></ul><ul><li>Establish benchmarks and measurement methods to inform future social media strategies that meet business objectives. </li></ul>
  8. 8. TEN SOCIAL MEDIA TACTICS 1. Create content even when you don’t get the call. www.nait.ca/44782.htm www.youtube.com/techlifemag
  9. 9. 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.
  10. 10. 3. Address other unexpected social media opportunities. www.flickr.com/photos/nait TEN SOCIAL MEDIA TACTICS cont.
  11. 11. 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
  12. 12. 5. Make social media part of the story. www.youtube.com/watch?v=BTGViXjN8Fk TEN SOCIAL MEDIA TACTICS cont.
  13. 13. 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.
  14. 14. 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.
  15. 15. 8. Tailor content and make it convenient for bloggers. TEN SOCIAL MEDIA TACTICS cont.
  16. 16. 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.
  17. 17. 10. Co-brand your personal presence with your organization. TEN SOCIAL MEDIA TACTICS cont. www.twitter.com/kvern
  18. 18. FIVE LESSONS 1. Be a real person. www.twitter.com/nait
  19. 19. FIVE LESSONS cont. 2. Be willing to poke fun at yourself. www.connect2edmonton.ca/forum/showthread.php?p=122600#post122600
  20. 20. FIVE LESSONS cont. 3. Don’t get put off by swearing.
  21. 21. FIVE LESSONS cont. 4. Face-to-face interaction is just as important as online. www.twitter.com/edmontontweetup
  22. 22. FIVE LESSONS cont. <ul><li>5. Most comments are neutral. </li></ul><ul><li>3% positive, 2% negative, rest is neutral (Georgia Tech case study by KD Paine ) </li></ul>
  23. 23. TRACKING AND MEASUREMENT <ul><li>Media Relations Points (MRP) </li></ul><ul><li>Twitter: </li></ul><ul><ul><li>Publish Date </li></ul></ul><ul><ul><li>User </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Prov </li></ul></ul><ul><ul><li>Type (if known) </li></ul></ul><ul><ul><li>Followers (similar to reach) </li></ul></ul><ul><ul><li>Positive/Negative/Balanced </li></ul></ul><ul><ul><li>Comment + Notes </li></ul></ul><ul><ul><li>Action </li></ul></ul>
  24. 24. OTHER REPORTED METRICS <ul><li>YouTube (video + channel views) </li></ul><ul><li>Flickr (image + video views) </li></ul><ul><li>Twitter (followers + click throughs) </li></ul><ul><li>Facebook (fans) </li></ul><ul><li>Highlights! </li></ul>
  25. 25. MY THREE FAVOURITE SOCIAL MEDIA TOOLS <ul><li>SlideShare slidecasts ( PD: Paradox of our Profession: Valuable but not Valued , Dr. Terry Flynn, McMaster University, 52:53) </li></ul><ul><li>Flickr application + functionality </li></ul><ul><li>LinkedIn applications ( SlideShare , blog , events , TripIt , box.net ) </li></ul>
  26. 26. 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
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