25 Feb 2010 Ll Presentation (24 Feb)

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25 Feb 2010 Ll Presentation (24 Feb)

  1. 1. The Next Generation Communications Strategy 25 February 2010
  2. 3. Social media Traditional Media Relations Stakeholder engagement & word of mouth marketing More expensive strategies Something old, something new, something ancient
  3. 4. New channels are nudging old platforms People can create content People can share content People can comment on content Most exciting of times You live in exciting times Minimal cost Easily Instantly Without your approval
  4. 5. The changing economics of influence
  5. 6. … And yet The big players want tighter control than ever Issues are more complex Bosses measure success in traditional terms Audience expectations Career expectations
  6. 7. Today’s communications are like herding cats
  7. 8. Approaches to communications Current channels + New technologies
  8. 9. Are you maximising traditional media opportunities? Traditional media
  9. 10. Print Medium of record Publish regularly Often drives the news cycles Numerous opportunities Most likely to doggedly follow a story Are newspapers dying?
  10. 11. General news Specialist sections Columns Letters to the Editor Opinion-editorial What’s on diaries Photographs Social pages Editorial calendars Print opportunities
  11. 14. Radio Types of radio 24/7 = information hunger Convenience OBs, Black Thunders etc
  12. 15. <ul><ul><ul><li>News </li></ul></ul></ul><ul><ul><ul><li>every hour/half-hour </li></ul></ul></ul><ul><ul><ul><li>six to eight stories @ 30 to 40 seconds each </li></ul></ul></ul><ul><ul><ul><li>Morning/drive time shows </li></ul></ul></ul><ul><ul><ul><li>popular with commuters </li></ul></ul></ul><ul><ul><ul><li>more detail than a news bulletin </li></ul></ul></ul><ul><ul><ul><li>Talkback </li></ul></ul></ul><ul><ul><ul><li>mixing entertainment and information </li></ul></ul></ul><ul><ul><ul><li>Specialist programs </li></ul></ul></ul><ul><ul><ul><li>gardening, motoring, arts, </li></ul></ul></ul><ul><ul><ul><li>Community switchboard </li></ul></ul></ul><ul><ul><ul><li>Station website </li></ul></ul></ul>Radio opportunities
  13. 16. Syndicated Radio
  14. 17. Podcasting moves radio
  15. 19. <ul><ul><ul><li>News </li></ul></ul></ul><ul><ul><ul><li>Weather </li></ul></ul></ul><ul><ul><ul><li>Current Affairs </li></ul></ul></ul><ul><ul><ul><li>Themed programs (lifestyle, kids, religion, sport etc) </li></ul></ul></ul><ul><ul><ul><li>Free to air TV </li></ul></ul></ul><ul><ul><ul><li>Pay TV </li></ul></ul></ul><ul><ul><ul><li>Community TV </li></ul></ul></ul>TV opportunities
  16. 20. Managing media efforts
  17. 22. New media Dramatic increase Not just for kids One to one conversations DIY medium Low cost Citizen journalism
  18. 23. “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.
  19. 25. Communications continuum Cave painting Language Writing Printing press Newspapers Radio TV
  20. 26. Image sharing sites
  21. 29. Micro blogging sites
  22. 30. Social networking sites
  23. 31. Knowledge sharing sites
  24. 32. Blogs
  25. 33. Mobile applications
  26. 34. Implications for you <ul><li>You don’t have to like new media but…. </li></ul><ul><ul><li>People do expect you to know about it </li></ul></ul><ul><ul><ul><li>Need to know how Australians use it </li></ul></ul></ul><ul><ul><ul><ul><li>Be aware of how others are using it </li></ul></ul></ul></ul>
  27. 35. Reasons agencies may not use new media
  28. 36. 8 Strategies for the boss Gov2.0 Website Grader (solo and comparison) Case studies of similar organisations Statistics: the online habits of Australians Articles/books Start small: fail early Google alerts/Tweetsearch Get the boss into the nursery
  29. 38. Simple guidelines
  30. 39. Helpful resources http://bobcraw.posterous.com/ UK Government strategy for government departments Gov2.0 Best practices North Carolina Social Media for State Agencies tutorial How to sell social media in your organisation
  31. 40. Social media start-up model Stress long term , pilot , government directions Buy-in from key staff Select one and experiment with one channel Monitor that channel Contribute to others’ conversation Move into active conversations
  32. 41. Key Audiences Stakeholder 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” Variety Magazine 21 July 2005
  33. 42. Advertising clutter Media fragmentation Consumers tuned out Less effective but more expensive Wariness of old channels Wariness of new channels What do you think of traditional marketing? So who do we trust?
  34. 43. Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32% Trust imperative
  35. 44. Stakeholder management = 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 … but often overlooked by big organisations
  36. 45. Working through stakeholders Network B Network A key influencer
  37. 46. Who are stakeholders? Key influencers Advocates Champions Sneezers Alphas Opinion leaders Shapers Early adopters Hubs Personality Experience Skills Longevity Rank, title, position
  38. 47. Pre-conditions for engaging stakeholders You must be credible You must a worthwhile something Your touch points must reflect your value You give people opportunities to talk You are willing to sustain a conversation
  39. 48. The touch points of a product
  40. 49. <ul><li>Organic </li></ul><ul><li>Accelerated </li></ul><ul><ul><li>Passing information through selected networks </li></ul></ul><ul><ul><li>Speaking to groups </li></ul></ul><ul><ul><li>Using digital communications </li></ul></ul>Types of engagement
  41. 50. Find key influencers Self identify Key professions/organisations Prominent individuals Observation
  42. 51. What can key influencers do? They give you: language credibility communications
  43. 52. CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS Face to face Stories Pass-on tools Continuous contact Face to face works best Explain who you are … why you are worth listening to Tell stories Ask for specific help Provide pass-on tools Thank you’s and rewards Keep continuous contact Recruiting model
  44. 53. 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
  45. 54. Power of stories Personal Simple Illustrative
  46. 55. Frequency of communications Opportunity Opportunity Opportunity
  47. 56. 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
  48. 57. Engagement opportunities: speaking <ul><ul><li>Face to face with supporters, key influencers and others </li></ul></ul><ul><ul><li>Travel different networks </li></ul></ul><ul><ul><li>Positions you as an expert </li></ul></ul><ul><ul><li>Multiplies your conversations from one to many </li></ul></ul>
  49. 58. 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 Engagement opportunities: digital
  50. 59. Tracking word of mouth How many key influencers do you have ? What are key influencers doing for you? How are people finding out about you? What referrals are you getting? How many people visit your video, blog, Facebook etc? Staff/Volunteer/Board feedback
  51. 60. Summary 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 conversations and see what works Ensure your issue is sound Identify who you need to reach
  52. 61. Changing Audiences = Changing Expectations Future? Traditional?
  53. 62. know your values/brand communications audit who we want to reach clear messaging delivery systems time and money be accountable Principles remain the same
  54. 63. Implications for Communicators Must have multiple skills set Strategies must consider fragmented audiences Our strategies must blend old, new and ancient approaches

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