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The Journey to Now and Beyond - Communications

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How far have we come? Where are we going? A glimpse into the past for graphic design & communications, digital disruption, content marketing (planning, content, distribution), and best practices. Presentation & Workshop for Brock University Masters Class - Foundations of Sustainability Science and Society - Environmental Communications. Nov. 2016

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The Journey to Now and Beyond - Communications

  1. 1. Brock University – Foundations of Sustainability Science and Society Presentation & Workshop | Nov. 28 2016 by Laura Dunkley www.lauradunkley.com COMMUNICATION The journey to now and beyond
  2. 2. COMMUNICATION The journey to now and beyond
  3. 3. NO WAY! • Get up to turn the channels on the TV • What is Liquid Paper? • What is Dial Up? • Dot Matrix is a Printer? • CC stands for Carbon Copy. What does that mean? • Phones used to be connected to the walls? • You thought Pong was leading tech? • You didn’t have YouTube? What did you do?
  4. 4. THEN NOWhttps://en.wikipedia.org/wiki/Newsroom
  5. 5. http://bestreviews.com/best-computer- desks#history-of-the-computer-desk
  6. 6. “Art is not what you see, but what you make others see.” – Edgar Degas Painting by John Lennox Butcher
  7. 7. MEDIUM is the MESSAGE – Marshall McLuhan Read More - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm
  8. 8. John Lennox Butcher (1914-2001) CONTENT CREATIO N THEN
  9. 9. DIGITAL DISRUPTION
  10. 10. • The internet has 3.17 billion users • There are 2.3 billion active social media users • 1 million new active mobile social users are added every day. That’s 12 each second • 78% of people watch online videos every week, 55% watch every day • Google processes 100 billion searches a month. That’s an average of 40,000 search queries every second • Mobile applications are responsible for 80 percent of digital growth and while they take up a massive chunk of all time spent on mobile https://www.brandwatch.com/2016/03/96-amazing-social-media-statistics-and-facts-for-2016/ http://www.mobilecommercedaily.com/mobile-apps-responsible-for-80pc-of-digital-media-growth-report
  11. 11. TOOLBOX for COMMUNICATIONS Content Distribution Planning Management
  12. 12. CONTENTCREATIONnow E-Newsletter Blog Photos Presentations Maps Graphs Videos, Webinars Podcasts Whitepapers Illustrations Project
  13. 13. INFOGRAPHIC
  14. 14. Aphacoms - French Communications Agency - To communicate around their Sustainability culture and demonstrate their innovation in communication, they decided to present their 2013 CSR report as an online virtual tour of their offices where is organized a gigantic…banana hunt! Yes, you’ve read it correctly. A banana hunt. Company Site - http://rse.alphacoms.fr/ Blog Reference - http://blog.wizness.com/this-may-be- the-most-original-entertaining-csr-report-youve-ever-read/
  15. 15. Dove.com/RealBeautySketches Ref: http://www.imediaconnection.com/content/34417.asp#CtD4cGtW5Cm9qohr.99
  16. 16. Sea Life Aquarium This aquarium in London, England offers augmented reality to enhance experience of visitors without the need to capture real animals http://www.trendhunter.com/trends/aquarium-attraction AUGMENTEDREALITY
  17. 17. Clim’Way Create a climate plan to reduce greenhouse gas emissions http://climway.cap-sciences.net/us/index.php GAMES
  18. 18. Face-to-Face Conversations #Timeliness #Priceless 61% of Generation Z prefer real conversations INPERSON http://www.ragan.com/Main/Articles/Infogra phic_How_Generation_Z_uses_social_media _51130.aspx
  19. 19. Timely Creative Voice Tone http://www.wired.com/underwire/ 2013/02/oreo-twitter-super-bowl/
  20. 20. Be Memorable Be Excellent “Strive for excellence, not perfection” – H. Jackson Brown Jr. “Excellence is doing ordinary things extaordinarily well” John W Gardner “We are what we repeatedly do. Excellence, then, is not an act, but a habit” – Aristotle
  21. 21. Content is King •Unexpected •Get to the Point •Emotions • Tell a story • Timely • Relevant
  22. 22. • Google PPC • Social Media Ads • Newspaper Ads • Billboard Ads • Industry Publication Ads • Magazine Ads • Events • Trade Shows • Influencer PAID incentive programs • Social Media - Shares & Comments • Testimonials • Google Reviews • Media Relations • Influencer Relations • Website • Blog • Signage • Social Media (Organic) • Email Campaigns • Your Team EARNED PAID OWNED The Hub DISTRIBUTION
  23. 23. THE PLAN Communica tions • Background • Situational Analysis • Strategy • Goals • Objectives • Evaluation Method • Tactics • Timeline • Risks & Assumptions • Budget
  24. 24. CHALLENGES
  25. 25. • Transparency is new • Agility is not built into the system • Change is hard • Culture of Fear • Unclear Goals • Resistance to Collaboration • Relationships Strained / Non-Existent • Education limited • Non-dedicated resources • Inability to Dream • Budget CHALLENGES
  26. 26. BEST PRACTICES
  27. 27. • Tell them well, Tell them often • Be memorable, be excellent • Be Authentic • Transparency • Guidelines over Rules for Social Media • Evaluation starts at the Beginning • Learn & Adapt • Be ready for Anything • Content is King • Formal but Evergreen Plan
  28. 28. KEY TAKEAWAYS
  29. 29. • Think Holistically • Can’t Manage what you don’t Measure • Agility is Key • Integrate Offline & Online • Relationships Beyond Borders • Medium is the Message • Be Memorable, Be Excellent • Embrace Creativity
  30. 30. SUSTAINABILITY Challenges & Opportunities
  31. 31. • Google PPC • Social Media Ads • Newspaper Ads • Billboard Ads • Industry Publication Ads • Magazine Ads • Events • Trade Shows • Influencer PAID incentive programs • Social Media - Shares & Comments • Testimonials (website) • Google Reviews • Media Relations • Influencer Relations • Website + Blog • Store Signage • Social Media Profiles (Organic) • Email List Campaigns • Internal Team (Employees, Investors, Brand Ambassadors) • Videos • Photos • Infographics • Podcasts • Presentations (Slide Decks) • Annual Reports • Brochures • Blogs • Case Studies • White Papers / E-Books • Brand Logos & Graphics • Website Design & Content • Blog • Social Media Profiles • Mobile Apps • Events (Owned) • Event Materials & Signage • Team Training & Materials • E-Newsletters • Signage Designs • Surveys / Polls • Media Kits • Press Releases • Ambassador Program Materials (Guidelines, Procedures, Messaging, Product information) • CSR Programs • Advertisement Graphics EARNEDPAIDOWNED DISTRIBUTION CONTENT • RESEARCH • PLAN • MANAGE • EVALUATE COMMUNICATIONS PLAN Background Situational Analysis Strategy Goals Objectives Evaluation Method Tactics Timeline Risks & Assumptions Budget www.lauradunkley.com The Hub

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