Communicating STEM 2010 Fiachra O Marcaigh-amas

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New media, new challenges. Fiachra Ó Marcaigh of AMAS describes trends driving internet communications, the mega-trend of social networking, what these mean for for communicating science, technology engineering and maths (STEM) and what STEM communicators need to do - and watch out for - in using these new media channels.

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  • Latest broadband graph; drop kids; how corporates use the web
  • Screen grab here of LinkedIn here with what it is;
  • Same format as previous slides; check what is being used from Twitter, if Linkaters has a Twitter presence use it or other top tier firm
  • Communicating STEM 2010 Fiachra O Marcaigh-amas

    1. 1. Communicating STEM 2010 May 2010 www.amas.ie
    2. 2. Presentation content <ul><li>Background </li></ul><ul><li>Online trends </li></ul><ul><li>The social media mega-trend </li></ul><ul><li>What it means for you </li></ul><ul><li>What to do </li></ul>
    3. 3. Background
    4. 4. A brief introduction…. <ul><li>Past </li></ul><ul><li>Online since 1989 </li></ul><ul><li>Journalist and editor, The Irish Times </li></ul><ul><li>Digital media start-up: </li></ul><ul><li>Online.ie, IrishAbroad.com </li></ul><ul><li>Present </li></ul><ul><li>Director, online consultancy AMAS </li></ul><ul><li>Extensive work with DSE </li></ul><ul><li>Non-profit roles </li></ul><ul><ul><li>- Project Management Institute </li></ul></ul><ul><ul><li>- User Experience Working Group of IIA </li></ul></ul><ul><ul><li>- Interaction Design Association </li></ul></ul><ul><li>Ideas Campaign (2009) </li></ul>
    5. 5. Best practices for communicating STEM <ul><li>Collaboration: Work with others. </li></ul><ul><li>Empowerment: Create opportunities for teachers to excite students about science. </li></ul><ul><li>Enthusiasm: Be an enthusiastic advocate for science in your community. </li></ul><ul><li>Planning: Be aware of other science communication programmes. </li></ul><ul><li>Context: Be aware that those least interested in science often have great influence. </li></ul><ul><li>Community Engagement: Encourage volunteering. </li></ul><ul><li>Gender Awareness: Disarm social and gender biases. </li></ul><ul><li>Evaluate: Assess the behavioural change being achieved. </li></ul><ul><li>Technology: Use SMS, blogging, webcasting and social networking sites. </li></ul><ul><li>Change Behaviours . </li></ul>
    6. 6. Best practices for communicating STEM <ul><li>Collaboration: Work with others. </li></ul><ul><li>Empowerment: Create opportunities for teachers to excite students about science. </li></ul><ul><li>Enthusiasm: Be an enthusiastic advocate for science in your community. </li></ul><ul><li>Planning: Be aware of other science communication programmes. </li></ul><ul><li>Context: Be aware that those least interested in science often have great influence. </li></ul><ul><li>Community Engagement: Encourage volunteering. </li></ul><ul><li>Gender Awareness: Disarm social and gender biases. </li></ul><ul><li>Evaluate: Assess the behavioural change being achieved. </li></ul><ul><li>Technology: Use SMS, blogging, webcasting and social networking sites. </li></ul><ul><li>Change Behaviours . </li></ul>Online channels can directly support best practices
    7. 7. Key internet trends and statistics
    8. 8. State of the Net: the publication AMAS blog www.amas.ie/blog
    9. 9. Trends Broadband growth Smart phones
    10. 10. Marketing moves online
    11. 11. Young people online
    12. 12. Web 1.0
    13. 13. Web 2.0 - digital portfolio Social networks Content sharing Syndication Your website(s) Email newsletters Social bookmarks Blogs User-generated content Search engine profile Multiple channels to build awareness and communicate STEM
    14. 14. Online audiences “ I don’t have to go out and find news, products or services. I expect them to find me.”
    15. 15. Social media
    16. 16. Social Media Revolution http://www.youtube.com/watch?v=NhPgUcjGQAw
    17. 17. Facebook <ul><li>Primary global social network for individuals </li></ul>
    18. 18. Facebook <ul><li>430 million users worldwide, half use it each day </li></ul><ul><li>1.5 million users in Ireland, 700,000 use it each day </li></ul><ul><li>Third of users 35+ </li></ul><ul><li>Relevance? </li></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Interaction </li></ul></ul><ul><ul><li>User-generated content </li></ul></ul><ul><li> </li></ul>Number of Irish Facebook accounts
    19. 19. LinkedIn Primary social network for businesses, professionals
    20. 20. LinkedIn <ul><li>60 million users worldwide </li></ul><ul><li>B2B focus </li></ul><ul><li>Relevance? </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Knowledge sharing </li></ul></ul><ul><ul><li>Brand builder </li></ul></ul><ul><ul><li>Events </li></ul></ul>Source: 2009 Irish Online Marketing Sentiment Survey, Marketing Institute of Ireland/AMAS
    21. 21. Twitter <ul><li>World’s leading micro blog </li></ul>
    22. 22. Twitter <ul><li>100 million users worldwide </li></ul><ul><li>Informal focus </li></ul><ul><li>Relevance? </li></ul><ul><ul><li>Brand / awareness builder </li></ul></ul><ul><ul><li>News channel </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Creating a buzz online </li></ul></ul>
    23. 23. What it means for you
    24. 24. Benefits to STEM communicators <ul><li>Used well, it can : </li></ul><ul><li>Be a flexible, cost-effective way to create awareness </li></ul><ul><li>Become a powerful new communications channel </li></ul><ul><li>Enable your organisation to punch above its weight </li></ul><ul><li>Support and enhance other communication channels </li></ul><ul><li>Build and deepen relationships with audiences </li></ul><ul><li>The Internet is: </li></ul><ul><li>The lowest-cost channel </li></ul><ul><li>The quickest way to establish or lose credibility </li></ul>
    25. 25. Greenpeace: uses social media for advocacy and to build awareness
    26. 26. Hairy Baby clothing <ul><li>Established in 2004 in a shed in Cork </li></ul><ul><li>Today have over 5,500 fans on Facebook </li></ul><ul><li>Fans post pictures of themselves wearing Hairy Baby clothing and give suggestions for new products </li></ul>
    27. 27. Pilot Training College
    28. 28. Ideas Campaign
    29. 29. The issues… <ul><li>How to make sense of the digital landscape? </li></ul><ul><li>How to manage multiple channels? </li></ul><ul><li>How to run effective online communication campaigns with tangible returns? </li></ul><ul><li>How to do more with less? </li></ul><ul><li>How not to side-tracked by the latest online fad? </li></ul><ul><li>Not every organisation needs to use every new media channel - prioritise </li></ul>
    30. 30. More issues… <ul><li>How to manage expectations? </li></ul><ul><li>Where does the Internet and social media fit into overall communication plans? </li></ul><ul><li>What are the best channels? </li></ul><ul><li>How to use the Internet to support events and offline campaigns? </li></ul><ul><li>How to stop (or avoid) being a busy fool? </li></ul>
    31. 31. Reputation management and other risk <ul><li>Cannot control what is said about you </li></ul><ul><li>Need for great care on privacy, data protection </li></ul><ul><li>Governance, guidelines and training </li></ul>Bill Gates
    32. 32. What you need to do
    33. 33. Know your audiences <ul><li>Who are your primary audience? </li></ul><ul><li>Who are your secondary audiences? </li></ul><ul><li>What are the specific goals of each audience? </li></ul><ul><li>What will draw and hold their interest online? </li></ul>
    34. 34. Online projects- structured approach
    35. 35. Use free tools
    36. 36. Write for the Web <ul><li>Conclusion first </li></ul><ul><li>Then supporting material </li></ul><ul><li>Finally – background </li></ul>Write to be read <ul><li>Help people to scan </li></ul><ul><li>Break content into chunks </li></ul><ul><li>Label and signpost </li></ul>Write to be found <ul><li>Search engines are vital </li></ul>Conclusion Supporting material Background
    37. 37. Search is key <ul><li>80% of new traffic starts with search </li></ul><ul><li>Sites that are not search-friendly are almost invisible </li></ul><ul><li>It is much more expensive to promote offline </li></ul><ul><li>Search requires work, but it is not magic </li></ul>
    38. 38. What to do? <ul><li>Take a strategic approach </li></ul><ul><li>Invest in online communications </li></ul><ul><li>Start with the basics </li></ul><ul><ul><li>Identify your online audiences </li></ul></ul><ul><ul><li>Set out your branding and key messages for audiences </li></ul></ul><ul><ul><li>See where online can add value to current activity </li></ul></ul><ul><ul><li>Listen and learn to prepare to join in </li></ul></ul><ul><ul><li>Adopt proven communication techniques </li></ul></ul><ul><ul><li>Put your self in the mindset of the new channels </li></ul></ul>
    39. 39. The future... <ul><li>...and there for you to use </li></ul>

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