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25 Feb 2010 Liquid Learning Presentation (25 Feb)
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25 Feb 2010 Liquid Learning Presentation (25 Feb)

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This workshop was delivered to 25 representatives of Commonwealth and State Government agencies in Canberra on 25 February 2010.

This workshop was delivered to 25 representatives of Commonwealth and State Government agencies in Canberra on 25 February 2010.

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    25 Feb 2010 Liquid Learning Presentation (25 Feb) 25 Feb 2010 Liquid Learning Presentation (25 Feb) Presentation Transcript

    • The Next Generation Communications Strategy 25 February 2010
    • Challenges for Communicators We must have multiple skills sets Our strategies must consider fragmented audiences We need to blend old, new and ancient approaches We must contain costs and effort
    • What are the communications challenges you face as you develop your PR strategies
    • The changing economics of influence
    • Most exciting of times You live in exciting times Old platforms are being questioned Minimal cost New channels are nudging old platforms Easily People can create content Instantly People can share content Without approval People can comment on content
    • …And yet The boss probably wants tighter control than ever Issues are more complex The boss measures your success in traditional terms Audience expectations Career expectations
    • Communications is like herding cats
    • Low $ Approaches to communications Current channels + New technologies
    • Something old, something new, something ancient Traditional media relations Social media More expensive Influencer relations strategies
    • Traditional media Are you maximising traditional media opportunities?
    • Print Medium of record Publish regularly Often drives the news cycles Numerous opportunities Most likely to doggedly follow through stories Are newspapers dying?
    • Print opportunities General news Specialist sections Columns Letters to the Editor Opinion-editorial What’s on diaries Photographs Social pages Editorial calendars
    • Radio Types of radio 24/7 = information hunger Convenience OBs, Black Thunders etc
    • Radio opportunities News • every hour/half-hour • six to eight stories @ 30 to 40 seconds each Morning/drive time shows • popular with commuters • more detail than a news bulletin Talkback • mixing entertainment and information Specialist programs • gardening, motoring, arts, Community switchboard Station website
    • Syndicated Radio
    • Podcasting moves radio
    • TV opportunities News Weather Current Affairs Themed programs (lifestyle, kids, religion, sport etc) Free to air TV Pay TV Community TV
    • Media Relations Innovations
    • Managing media efforts
    • Could you improve your current media tactics?
    • New media Dramatic increase Not just for kids One to one conversations DIY medium Low cost Citizen journalism
    • “Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
    • Communications continuum Newspapers Language TV Printing press Radio
    • Image sharing sites
    • Micro blogging sites
    • Social networking sites
    • Knowledge sharing sites
    • Blogs
    • Mobile applications
    • Implications You might not like new media but as a professional communicator people will expect …. •you to know about it •know how Australians go online •understand how others are using it
    • Reasons agencies may not use new media
    • Strategies to convince the boss Gov2.0 Website Grader (solo and comparison) Case studies of similar organisations Identify the online habits of Australians Articles Google alerts/Tweetsearch Get the boss into the nursery
    • Policy and guidelines
    • Social media start-up model Stress long term, pilot, government directions Buy-in from key staff Select and experiment with one channel Monitor that channel Contribute to others’ conversation Move into active conversations
    • Helpful resources http://bobcraw.posterous.com/ UK Government Twitter strategy Gov2.0 Best practices North Carolina Social Media for State Agencies tutorial How to sell social media in your organisation
    • How could your agency use new media?
    • Influencer relations Word of mouth marketing “The idea of word of mouth is very Zen. You put the idea out there, let go, and if people like you and trust you, they'll spread the word” Key Audiences Variety Magazine 21 July 2005
    • Pre-conditions for influencer relations You must be credible You must a worthwhile something Your service delivery must reflect value You provide opportunities to talk You sustain conversations
    • Trust imperative Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32%
    • Influencer relations = good word of mouth 40 000 years Intimate … our natural desire to share information and feelings Credible … people believe other people Free … costs nothing Speed … can be remarkably quick
    • Who are influencers? Key influencers Advocates Ambassadors Personality Champions Experience Sneezers Skills Alphas Longevity Opinion leaders Title, position Shapers Early adopters Hubs
    • Working through influencers Network A Network B key influencer
    • Finding influencers Self identify Key professions/organisations Prominent individuals Observation
    • What key influencers do? They provide: language credibility communications
    • Recruiting influencers Face to face works best Face to face Stories Explain who you are … why you are worth listening to Pass-on tools Continuous contact Tell stories Ask for specific help Provide pass-on tools Thank you’s and rewards Keep continuous contact
    • Pass on tools business cards content for social media leaflets, fliers, brochures, bulletins etc ready to go text for newsletters, websites video, audio, images samples, coupons, discounts
    • Influencers like stories Personal Simple Illustrative
    • Frequency of influencer communications Opportunity Opportunity Opportunity
    • Engagement opportunities: events launches award ceremonies trade shows site and open days conferences, seminars, meetings and workshops commemorative occasions festivals, fairs, carnivals, shows, balls, cake stalls sporting events cultural performances, concerts, exhibitions media events on-line events
    • Engagement opportunities: speaking Face to face with supporters, key influencers and others Travel different networks Positions you as an expert Multiplies your conversations from one to many
    • Engagement opportunities: digital Advantages of on-line communications Can be quickly produced and distributed Permanent Can reach many people Disadvantages On-line commitment People can comment Scary for some
    • Tracking influence How many influencers do you have ? What do they do for you? Are people finding out about you through them? How many people visit your video, blog, Facebook etc through them? Staff/Secretary/Board feedback
    • Summary Ensure your issue is sound Identify who you need to reach Identify, recruit and maintain relationships with key influencers Provide simple messages and pass on tools to encourage conversations Use many channels to keep the conversation going Track your influencer outcomes
    • What would your influencer strategy look like?
    • Changing Audiences = Changing Expectations Traditional? Future?
    • Principles remain the same know your values/brand communications audit who we want to reach clear messaging delivery systems time and money be accountable
    • Implications for Communicators We must have multiple skills sets Our strategies must consider fragmented audiences We need to blend old, new and ancient approaches We must contain costs and effort