Communicating in a connected worldKevin NelliesHead of Online Communications : International Energy Agencywww.iea.orgTwitt...
What are we going to talk about:•Communicating with audiences in the 21st century•Look at the new IEA website (launch summ...
(I know that you know) Web 2.0 means
Why Social Media
That’s where everybody is
The social web in               BIG numbers• YouTube to serve 700 billion YouTube video views in 12 months• Facebook 518 m...
The challenge:“The boundaries of Government andpublic sector organisations areunder assault by new patterns ofcommunicatio...
Social media provides an architecture for participation     not just a new channel for more of the same
Communications old style• messages “pushed”• press releases, reports etc•one-way communication• no feedback or dialogue
Press Release Old Style
Communication Today• engaging with clients and the public• two-way – feedback & listening
Press Release New Style
Markets are ConversationsBut for government/public services & knowledgeorganisations to be effective they must be as well
Understand who you are trying to reach
Develop clear goals and objectives
Set some social media policies
Integrating Social Media•doesn’t “replace” yourcommunications strategy•but also not add-on or “bauble”•social media should...
Choose your tools carefully
As there are lots of tools
But don’t forgetTo Connect we need good stories
10 Top Tips
#1: Use a blog to tell your storyTreat your blog like the digital printing press that it is. Use text, photos and videosto...
#2: Make sure your stories/press releases are shareableUse tools like the retweet button, Facebook like button, and Share ...
#3: Make it easy to subscribe to your stories            Subscribe to our            news feedMake your RSS feed impossibl...
#4: Use video to tell your storyInformal videos can be incredibly persuasive in sellingyour messages
#5 Create a Facebook Group for your cause get involved with the half-billion–plus people currently using Facebook
#6 Post photos or videos on Facebook         and “tag” staff, volunteers or contactsThis will draw attention to their good...
#7: Use Facebook Events andLinkedIn Events to spread the wordThese powerful social networks allow you to promote your even...
#8a: Use Twitter• aggregate press releases• use Twitter stream as live “messagecenter”• Tweet to engage with followers wit...
#8b: Start conversations around         twitter hashtagsIf your audience is active on Twitter, start a conversation around...
#9: Improve conversations and collaboration with a wikiBy using a free or inexpensive wiki, colleagues can be kept up-to-d...
10# Put your presentations online with SlideShareIf your organisation puts on presentations to raise awareness then make t...
Save time by cross posting
Breaking down the doorsocial media isn’t just external
Organisational dependency on hierarchy
So organisations should think about doing this• Letting their people work socially rather than assume in advancethat none ...
I nearly forgot to achievethis we need to startthinking in terms more ofthese...instead of ourtraditional communicationsro...
What’s the return on ignoring this?
Key Points Summaryointegrate social media intoyour strategyocross-promote platforms tobuild traffic and aggregateoengage w...
Life’s a BetaKeeping trying new ideas, keeping improving, don’t be afraid of mistakes
So let’s make sure we are not still        partying like it’s 1999And that we are communicating for this century
And in the endThe love you take is equal to the love you make  Why not follow us on twitter @iea_oecd
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
The Social Media Revolution
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The Social Media Revolution

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Communicating for the 21st century.
Social media and why it’s important in a communications mix.
Tips on how to use it to promote your issues

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The Social Media Revolution

  1. 1. Communicating in a connected worldKevin NelliesHead of Online Communications : International Energy Agencywww.iea.orgTwitter: @iea_oecdFacebook: www.facebook.com/InternationalEnergyAgency
  2. 2. What are we going to talk about:•Communicating with audiences in the 21st century•Look at the new IEA website (launch summer)•Writing for the Web
  3. 3. (I know that you know) Web 2.0 means
  4. 4. Why Social Media
  5. 5. That’s where everybody is
  6. 6. The social web in BIG numbers• YouTube to serve 700 billion YouTube video views in 12 months• Facebook 518 million users• Twitter 200 million users 80% of UK online population visit social networking sites
  7. 7. The challenge:“The boundaries of Government andpublic sector organisations areunder assault by new patterns ofcommunication regardless of howthe individual technology pieceschange”
  8. 8. Social media provides an architecture for participation not just a new channel for more of the same
  9. 9. Communications old style• messages “pushed”• press releases, reports etc•one-way communication• no feedback or dialogue
  10. 10. Press Release Old Style
  11. 11. Communication Today• engaging with clients and the public• two-way – feedback & listening
  12. 12. Press Release New Style
  13. 13. Markets are ConversationsBut for government/public services & knowledgeorganisations to be effective they must be as well
  14. 14. Understand who you are trying to reach
  15. 15. Develop clear goals and objectives
  16. 16. Set some social media policies
  17. 17. Integrating Social Media•doesn’t “replace” yourcommunications strategy•but also not add-on or “bauble”•social media should be integratedinto strategy•part of strategy DNA
  18. 18. Choose your tools carefully
  19. 19. As there are lots of tools
  20. 20. But don’t forgetTo Connect we need good stories
  21. 21. 10 Top Tips
  22. 22. #1: Use a blog to tell your storyTreat your blog like the digital printing press that it is. Use text, photos and videosto tell stories of the impact you’re having on the community or the world. Make itpersonal, make it real, link it into you website and other social media streams.
  23. 23. #2: Make sure your stories/press releases are shareableUse tools like the retweet button, Facebook like button, and Share Thisto allow your visitors to quickly share your story with their networks.
  24. 24. #3: Make it easy to subscribe to your stories Subscribe to our news feedMake your RSS feed impossible to miss by putting it “abovethe fold” and highlighting it.
  25. 25. #4: Use video to tell your storyInformal videos can be incredibly persuasive in sellingyour messages
  26. 26. #5 Create a Facebook Group for your cause get involved with the half-billion–plus people currently using Facebook
  27. 27. #6 Post photos or videos on Facebook and “tag” staff, volunteers or contactsThis will draw attention to their good work and spread your message totheir friends. Use this strategy judiciously.
  28. 28. #7: Use Facebook Events andLinkedIn Events to spread the wordThese powerful social networks allow you to promote your events for free andmake it easy for people to share events with friends and colleagues.
  29. 29. #8a: Use Twitter• aggregate press releases• use Twitter stream as live “messagecenter”• Tweet to engage with followers withlinks• Twitter lists to follow journalists &bloggers
  30. 30. #8b: Start conversations around twitter hashtagsIf your audience is active on Twitter, start a conversation around a hashtagto get people talking,
  31. 31. #9: Improve conversations and collaboration with a wikiBy using a free or inexpensive wiki, colleagues can be kept up-to-date onchanges and work collaboratively from remote spots.
  32. 32. 10# Put your presentations online with SlideShareIf your organisation puts on presentations to raise awareness then make that workgo further by posting your slides to SlideShare, the “YouTube of presentations.”
  33. 33. Save time by cross posting
  34. 34. Breaking down the doorsocial media isn’t just external
  35. 35. Organisational dependency on hierarchy
  36. 36. So organisations should think about doing this• Letting their people work socially rather than assume in advancethat none of it is of any use to you• Making resources go further by encouraging employees toembrace and develop their personal brands
  37. 37. I nearly forgot to achievethis we need to startthinking in terms more ofthese...instead of ourtraditional communicationsroles
  38. 38. What’s the return on ignoring this?
  39. 39. Key Points Summaryointegrate social media intoyour strategyocross-promote platforms tobuild traffic and aggregateoengage with your targetaudiencesomeasure results to fine-tuneyour strategy
  40. 40. Life’s a BetaKeeping trying new ideas, keeping improving, don’t be afraid of mistakes
  41. 41. So let’s make sure we are not still partying like it’s 1999And that we are communicating for this century
  42. 42. And in the endThe love you take is equal to the love you make Why not follow us on twitter @iea_oecd

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