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PROJECT CONNECT
CREATING A SMART NEWS HUB
Communications review, Corrimal Region Uniting Church
November2016
PROJECT CONNECT
Simple, strategic, sustainable
Corrimal Region Uniting Church engaged Flame Tree Media to review the effec...
EXECUTIVE SUMMARY (1)
Creating a Smart News Hub
This communications strategy provides the framework for maximising engagem...
EXECUTIVE SUMMARY (2)
Creating a Smart News Hub
Whether large or small, commercial or non-profit – any organisation can en...
SMARTer COMMUNICATIONS
About Flame Tree
Flame Tree Media sets up public relations functions for organisations to create, c...
PROJECT CONNECT
Our methodology
Flame Tree Media created this strategy alongside a Church working party. The discovery pro...
COMMUNICATIONS LANDSCAPE
5 forces
of change
Public relations, content marketing;
however you’d like to describe it,
commun...
THE INFORMATION REVOLUTION
Feeling overwhelmed?
FACT
The amount of informationdistributed
online will treble by 2020.
- In...
THE INFORMATION REVOLUTION
Mobile
mania
FACT
EveryAustralianspends an
averageof 28 hours per month
on a smart phone
- Niel...
THE INFORMATION REVOLUTION
Let’s Face it!
FACT
Facebook has 1.8
billion users globally.
In Australia,there’s
15 million us...
THE INFORMATION REVOLUTION
Sinking
print
FACT
In Australia, newspaperreadership has dropped
45% since 2011. In NZ, metropo...
PROJECT CONNECT
COMMUNITY SURVEY
ABOUT THE SURVEY
Feeling
the pulse
We surveyed the Church community
across two weeks to gauge what it
thought of communica...
PREFERRED DELIVERY
When we
want it
We gave respondents five options, but
they were clear about frequency of
communications...
SURVEY SUMMARY
At the
crossroads
The current communications mix still works
for the majority of existing worshippers.
This...
SURVEY SUMMARY
Church
response
Today, the Church has numerous options
to meet the needs of both a traditional
print audien...
PROJECT CONNECT
SMART NEWS HUB
CREATING THE SMART NEWS HUB
10 Smarts
for success
Setting up a great public functions unit - a
Smart News Hub – relies on ...
CREATING THE SMART NEWS HUB
Smart
Thinking
Smart Thinking is the theory that underpins
creating the Smart News Hub.
These ...
CREATING A SMART NEWS HUB
Smart
Delivery
This is about putting what we have set up
into practice. These five steps, our Sm...
PROJECT CONNECT
WHEN WE’RE DONE
PROJECT CONNECT: WHEN WE’RE DONE
Being heard. Not herd
Clear, precise, efficient
distribution of
information
Communicating...
COMMUNICATIONS REVIEW
November 2016
This presentation and the design, branding, methodology and description of the Smart
N...
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Creating a Smart News Hub

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Here's a selection of slides from a communications review my business, Flame Tree Media, recently completed for a local Church in Australia. You'll see it synthesises Church issues, my methodology and solution, and the media landscape. The total pack is almost 70 slides.

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Creating a Smart News Hub

  1. 1. PROJECT CONNECT CREATING A SMART NEWS HUB Communications review, Corrimal Region Uniting Church November2016
  2. 2. PROJECT CONNECT Simple, strategic, sustainable Corrimal Region Uniting Church engaged Flame Tree Media to review the effectiveness of communication practices and to develop a plan fit for the times. This is the result – a simple, strategic and sustainable way for the Church to fulfill its mission of “connecting with God and community”.
  3. 3. EXECUTIVE SUMMARY (1) Creating a Smart News Hub This communications strategy provides the framework for maximising engagement within the life of the Church and with the wider community. We suggest the Church adopt the practices of a modern newsroom – exercising strategic control over messaging and across communication channels. Like a newsroom, the Church produces its own content. Guided by the strategy, it can package that content in a more deliberate fashion with the right media and via the appropriate means.
  4. 4. EXECUTIVE SUMMARY (2) Creating a Smart News Hub Whether large or small, commercial or non-profit – any organisation can engage in new and exciting ways with their defined audiences through our smart newsroom approach. Two components are critical. One is Smart Thinking – the five steps that establish the foundation of success. These steps include forming a content ecosystem - the agreed channels of communication. The other five steps are the Smart Delivery. Here, a key aspect is the content calendar – a monthly guide for scheduling content across channels.
  5. 5. SMARTer COMMUNICATIONS About Flame Tree Flame Tree Media sets up public relations functions for organisations to create, curate and distribute content for maximum impact. We take a unique SMART Newsroom approach. Founding director Stuart Howie has designed strategy for big media in Australia and New Zealand. Stuart is a former editorial director of Fairfax Regional Media and ex-editor of the Illawarra Mercury. “I’m passionate about inspiring teams to be the best they can be,” Stuart says. “Our philosophy centres on creating solutions for clients that are simple, strategic and sustainable.”
  6. 6. PROJECT CONNECT Our methodology Flame Tree Media created this strategy alongside a Church working party. The discovery process began in April 2016. “Connect” customised typical project processes for the Church’s circumstances. Here’s an outline of our methodology applied over about six months: Survey of congregation Church group comms audit Reference to advisory group Regular project meetings Full project process (PMBOK) Social media audit 85-point communications health check Subject matter expertise sought Resource analysis
  7. 7. COMMUNICATIONS LANDSCAPE 5 forces of change Public relations, content marketing; however you’d like to describe it, communications has remarkably changed. Today, several factors are driving the connection between those with something to say and their intended audiences. In the Smart News Hub, we frame our content strategy around these forces. 1. Social media Targeted, smart use of platforms that optimise audience user experience 4. Distributed content Strategic, scheduled publishing of content across identified channels 2. Mobile An understanding of a world increasingly on the move* 3. Video A key content prime mover. Watch this space! 5. Search & find A global information network driven by data and SEO * Smartphones will reach 80 per cent of the world’s population by 2020 (Reuters 2016)
  8. 8. THE INFORMATION REVOLUTION Feeling overwhelmed? FACT The amount of informationdistributed online will treble by 2020. - InternationalNews Media Association,News Media Outlook 2016
  9. 9. THE INFORMATION REVOLUTION Mobile mania FACT EveryAustralianspends an averageof 28 hours per month on a smart phone - Nielson, 2016
  10. 10. THE INFORMATION REVOLUTION Let’s Face it! FACT Facebook has 1.8 billion users globally. In Australia,there’s 15 million users – 62 per cent of the population - socialmedianewsaustralia.com.au
  11. 11. THE INFORMATION REVOLUTION Sinking print FACT In Australia, newspaperreadership has dropped 45% since 2011. In NZ, metropolitan newspaper sales have declined 25% in the same period. Sources:Industry data, New York Times, September 2016;Audited Bureau of Circulation NZ
  12. 12. PROJECT CONNECT COMMUNITY SURVEY
  13. 13. ABOUT THE SURVEY Feeling the pulse We surveyed the Church community across two weeks to gauge what it thought of communications and to establish preferences. Conducted online and via paper surveys, the poll gave us a valuable biopsy of opinion and behaviours. Female: 56 per cent Male: 44 per cent 77 per cent regulars 7 per cent occasional 101 respondents, mainly online Variety of Church touchpoints
  14. 14. PREFERRED DELIVERY When we want it We gave respondents five options, but they were clear about frequency of communications – 99 per cent saying weekly or when relevant. Elsewhere they suggested a mix of delivery formats. Here? Give me meaningful comms as you determine, but please don’t spam! 28% whenever relevant 1% every day 71% weekly
  15. 15. SURVEY SUMMARY At the crossroads The current communications mix still works for the majority of existing worshippers. This is an inward-facing communications model not a community-facing one. As the Church seeks to attract new members, it must lean towards the latter. As well, there is an appetite to receive news and updates via digital means. A community of seniors comfortable with the current communications mix From digital channels offered, respondents showed openness to receive updates via email
  16. 16. SURVEY SUMMARY Church response Today, the Church has numerous options to meet the needs of both a traditional print audience and a digitally tuned-in one. The communications review identifies which information the Church pushes to what channel. Maintain print, Sunday mix, but review content. Less is more approach Strategically publish/share content to relevant channels within resource capability Send weekly Mail Chimp newsletter Establish communications schedule to coordinate and time information flow
  17. 17. PROJECT CONNECT SMART NEWS HUB
  18. 18. CREATING THE SMART NEWS HUB 10 Smarts for success Setting up a great public functions unit - a Smart News Hub – relies on 10 “smarts”. Five are about developing the perfect process. This is Smart Thinking. The other five steps relate to what we do in practice, Smart Delivery. Following these will distinguish us as a superb communicator in the Church sector.
  19. 19. CREATING THE SMART NEWS HUB Smart Thinking Smart Thinking is the theory that underpins creating the Smart News Hub. These five steps culminate in the creation of an agreed content ecosystem. The content ecosystem comprises a defined number of channels via which we distribute compelling and relevant content. 2. Content map Charting of content opportunities across activities 3. Audience register Review of internal, external segments 4. Media asset log Review of media, and their use, at our disposal 1. Content audit Unpack of current practice for all platforms 5. Content ecosystem Agreement on digital, other communication channels
  20. 20. CREATING A SMART NEWS HUB Smart Delivery This is about putting what we have set up into practice. These five steps, our Smart Delivery, represent a best-practice distributed content approach. The content calendar is a guiding light for Corrimal Region Uniting Church. Combined with our other ‘smarts’, it informs us what to post, when, how and to whom. 5. Smart resourcing Mobilising resources – driving efficiencies 2. Tools for success Introduction of tools that make the process production light 3. Measures of success Sharp analytics, targets focus content aim 1. Content calendar Scheduling of distributed content for typical month 4. Account register Quality management of social media accounts
  21. 21. PROJECT CONNECT WHEN WE’RE DONE
  22. 22. PROJECT CONNECT: WHEN WE’RE DONE Being heard. Not herd Clear, precise, efficient distribution of information Communicating with clarity Lighting the way Exemplar of great communications in non-profit sector Dynamic community Measurably more engaged community Living God’s Word Using modern means to evangelise
  23. 23. COMMUNICATIONS REVIEW November 2016 This presentation and the design, branding, methodology and description of the Smart News Hub, Smart Thinking and Smart Delivery are the intellectual property of Flame Tree Media Pty Ltd. These are not be replicated without express permission. Images used here are subject to copyright. flametreemedia.com.au flametreemedia.co.nz

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