The Social Media Revolution

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Communicating for the 21st century. …

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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  • 1. Communicating in a connected worldKevin NelliesHead of Online Communications : International Energy Agencywww.iea.orgTwitter: @iea_oecdFacebook: www.facebook.com/InternationalEnergyAgency
  • 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. (I know that you know) Web 2.0 means
  • 4. Why Social Media
  • 5. That’s where everybody is
  • 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. The challenge:“The boundaries of Government andpublic sector organisations areunder assault by new patterns ofcommunication regardless of howthe individual technology pieceschange”
  • 8. Social media provides an architecture for participation not just a new channel for more of the same
  • 9. Communications old style• messages “pushed”• press releases, reports etc•one-way communication• no feedback or dialogue
  • 10. Press Release Old Style
  • 11. Communication Today• engaging with clients and the public• two-way – feedback & listening
  • 12. Press Release New Style
  • 13. Markets are ConversationsBut for government/public services & knowledgeorganisations to be effective they must be as well
  • 14. Understand who you are trying to reach
  • 15. Develop clear goals and objectives
  • 16. Set some social media policies
  • 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. Choose your tools carefully
  • 19. As there are lots of tools
  • 20. But don’t forgetTo Connect we need good stories
  • 21. 10 Top Tips
  • 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. #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. #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. #4: Use video to tell your storyInformal videos can be incredibly persuasive in sellingyour messages
  • 26. #5 Create a Facebook Group for your cause get involved with the half-billion–plus people currently using Facebook
  • 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. #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. #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. #8b: Start conversations around twitter hashtagsIf your audience is active on Twitter, start a conversation around a hashtagto get people talking,
  • 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. 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. Save time by cross posting
  • 34. Breaking down the doorsocial media isn’t just external
  • 35. Organisational dependency on hierarchy
  • 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. I nearly forgot to achievethis we need to startthinking in terms more ofthese...instead of ourtraditional communicationsroles
  • 38. What’s the return on ignoring this?
  • 39. Key Points Summaryointegrate social media intoyour strategyocross-promote platforms tobuild traffic and aggregateoengage with your targetaudiencesomeasure results to fine-tuneyour strategy
  • 40. Life’s a BetaKeeping trying new ideas, keeping improving, don’t be afraid of mistakes
  • 41. So let’s make sure we are not still partying like it’s 1999And that we are communicating for this century
  • 42. And in the endThe love you take is equal to the love you make Why not follow us on twitter @iea_oecd