1401 asc2014 mel kettle

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My presentation at the Australian Science Communicators Conference, February 2014

Published in: Marketing, Technology, Business
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1401 asc2014 mel kettle

  1. 1. Learning  from  &  working   with  other  disciplines:   Communication   www.melkettle.com.au! @melkettle
  2. 2. www.melkettle.com.au! @melkettle
  3. 3. What is science communication? ! Presenting science related topics to nonexperts to :! •  inform and influence! •  motivate people! •  change behaviours! •  empower people! •  increase knowledge and understanding! www.melkettle.com.au! @melkettle
  4. 4. The single biggest problem with communication is the illusion that it has " taken place." " " George Bernard Shaw ! www.melkettle.com.au! @melkettle
  5. 5. 4 Cs of communication...! 1.  Customers (audience)! 2.  Channel ! 3.  Content! 4.  Community! www.melkettle.com.au! @melkettle
  6. 6. 1. Customers/ audience ! www.melkettle.com.au! @melkettle
  7. 7. Source: timidmonster.com! www.melkettle.com.au! @melkettle
  8. 8. Behaviour patterns! Demographic! Geo-demographics! Geographic! Segment your audience! Activities and " lifestyle! www.melkettle.com.au! Attitudinal/" psychographic! @melkettle
  9. 9. Other agencies! Surveys – online, telephone," mail, face to face! Online databases! Focus groups! Journals! Research tools for segmentation! Government" agencies eg CDC! Casual observation! www.melkettle.com.au! Public libraries ! In-depth " interviews! @melkettle
  10. 10. 2. Channel ! www.melkettle.com.au! @melkettle
  11. 11. Source: socialmediatoday.com! www.melkettle.com.au! @melkettle
  12. 12. www.melkettle.com.au! @melkettle
  13. 13. We know that people are out in social media channels seeking information " and researching. " We need to use social media to influence behavior. ! Source: Harvard Business Review www.melkettle.com.au! @melkettle
  14. 14. Liking, following, linking, tagging, stumbling: social media is changing the nature of [science]-related interactions! Report: The heart of the matter www.melkettle.com.au! @melkettle
  15. 15. Source: worldofdtcmarketing.com ! www.melkettle.com.au! @melkettle
  16. 16. 3. Content! www.melkettle.com.au! @melkettle
  17. 17. Writing great content ! •  know your audience! •  share your knowledge ! •  provide valuable information ! •  use your authentic voice and be consistent! •  show relevance! •  use stories, pictures, real examples! •  NO JARGON! www.melkettle.com.au! @melkettle
  18. 18. Top tips ! 1.  Use bite-sized pieces of content! 2.  Prioritise by user need! 3.  Evaluate or separate calls to action! 4.  Connect sharing to individual pieces of content! 5.  Vary images for visual distinction! 6.  Make navigation features clear (for online)! www.melkettle.com.au! @melkettle
  19. 19. ! ! ! ! ! Source: Melissa Marshall, TEDGlobal 2012 University, Talk Nerdy to Me ! www.melkettle.com.au! @melkettle
  20. 20. 4. Community! www.melkettle.com.au! @melkettle
  21. 21. Creating community ! •  Your message needs to be community-worthy! •  Identify the call to action! •  Appoint champions ! •  Encourage conversation! •  Provide the tools for engagement! •  Regular community engagement! •  Promote, promote, promote ! www.melkettle.com.au! @melkettle
  22. 22. 6 steps of measurement! 1.  Know your goals! 2.  Define your audience! 3.  Define benchmarks! 4.  Define metrics – what is success to you?! 5.  Select data collection tools and media! 6.  Measure – be data informed not data driven! www.melkettle.com.au! @melkettle
  23. 23.   @melkettle   mel@melkettle.com.au   www.melkettle.com.au! @melkettle

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