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Education's time to shine

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Modern communication methods provide the education sector with the potential for unprecedented reach. But ... the school yard is a minefield of reputational threats, not the least those fuelled by unchecked social media. Here's how to win.

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Education's time to shine

  1. 1. YOUR TIME TO SHINE SMART Communicator™ workshop July 2018 STUART HOWIE, Executive Director
  2. 2. SMART COMMUNICATOR WORKSHOP Agenda § Communications landscape § Social media § Technology § Trust § Your context § The SMART™ approach § Content audit § Audience ID § Choice of media, channels § Media eco-system § Next steps
  3. 3. SMART COMMUNICATOR WORKSHOP Today’s outcomes This is an opportunity to unpack the state of your communications. How can your sector better deploy the weapons of mass communication to serve the school community? How can this be done in a simple, strategic and sustainable way, one that will put your school at the front of the pack in the education sector – and nurture its reputation, built over generations?
  4. 4. SMART COMMUNICATOR WORKSHOP Introductions, expectations
  5. 5. ABOUT ME MY MISSION Power of the microphone
  6. 6. COMPETING IN ATTENTION ECONOMY Communication breakdown Organisations and their leaders are 1. overwhelmed; 2. dissatisfied about the ROI on their comms efforts; and there 3. not getting the recognition they deserve.
  7. 7. SMART COMMUNICATOR WORKSHOP Forces of change
  8. 8. FORCES OF CHANGE 1. Media fragmentation
  9. 9. FORCES OF CHANGE 2. Social media 15 million unique Australian visitors 15 million monthly active users* 4.5 million4.4 million 9 million 6.3 million 270,000 § WeChat - 2.9 million § What’s App – 6 million * Social Media Statistics Australia, June 2018
  10. 10. FORCES OF CHANGE 2. Social media FRIGHTENING FACEBOOK FACTS § 15 million Australians (60 per cent) § 1 in 2 Australians use it every day § Biggest bracket, 25-39 year olds (6.1 million) § 2.01 billion globally (1.23 billion daily) - Social Media Australia Statistics, June 2018
  11. 11. FORCES OF CHANGE 2. Discerning social media We are addicted to social media – but are we waking up to its spell on us? “Pull to refresh” gives kids a dopamine rush similar to playing pokies. Scientists say it is rewiring our brains. And even those who most use social media do not trust it. FACT #1 On average, we will spend more than 5 years of our lives on social media - Mediakix, 2017 FACT #2 We spend 135 minutes per day on social media - Statista, 2017 FACT #3 More than 40 per cent of teens sleep less than 7 hours because sneaking time with their smartphones - US study, 2017 FACT #4 Of 100,000 Facebook posts, more than half received two or less shares, likes or comments - Moz/BuzzSumo,2017
  12. 12. FACT #2 Every Australian spends an average of 28 hours per month on a smart phone - Nielson, 2016 FORCES OF CHANGE 3. Mobile obsession FACT #1 Users in affluent countries, touch their mobile phones 2600 times a day - The Economist, 2018
  13. 13. FORCES OF CHANGE 4. Video FORECAST Online videos will account for more than 80 per cent of all consumer internet traffic by 2020 - CISCO, 2017
  14. 14. FORCES OF CHANGE 5. Who do you trust? “Company content” is twice as trusted when existing relationship 80 per cent of people want CEOs to speak out across a range of issues 20 of 28 countries are “distrusters”, including Australia * Edelman Trust Barometer, 2018
  15. 15. FORCES OF CHANGE 6. High tech
  16. 16. FORCES OF CHANGE 7. Change: X10
  17. 17. SMART COMMUNICATOR WORKSHOP 7 Titanic mistakes
  18. 18. 7 TITANIC MISTAKES 1. Not acting strategically
  19. 19. 7 TITANIC MISTAKES 2. Going scattergun
  20. 20. 7 TITANIC MISTAKES 3. Being bland, boring, banal
  21. 21. 7 TITANIC MISTAKES 4. Undervaluing comms
  22. 22. 7 TITANIC MISTAKES 5. Spending money NEEDLESSLY
  23. 23. 7 TITANIC MISTAKES 6. Being too social
  24. 24. 7 TITANIC MISTAKES 7. Not turning on X-factor
  25. 25. Controlling “car park conversation”1 WHAT’S DIFFERENT IN YOUR SECTOR Education challenges Increasing competition2 Reputational threats3 Lack of strategy 5 Social media. Aaaagh!6 Parent communications7 Government policy4
  26. 26. Cyber-security, personal data breach*1 7 REPUTATIONAL THREATS Education is a minefield Social media scandal2 Student tragedy (on or offsite)3 Poor academic performance5 Staffing acting unethically, inappropriately, illegally6 Internal division about school’s direction7 Incident involving teacher, student4 * Flame Tree Media survey, 2018
  27. 27. POWER OF COMMUNICATIONS Why it matters today
  28. 28. STRATEGY AUTHENTICITYMEDIA RESULTS TEAM 5 STEPS TO SIMPLE, STRATEGIC AND SUSTAINABLE COMMUNICATIONS SMART™ way
  29. 29. SMART | STRATEGY Media Authenticity Results Team Content audit WEBINAR IS ABOUT TO START
  30. 30. SMART | STRATEGY Media Authenticity Results Team Audience ID
  31. 31. SMART COMMUNICATOR WORKSHOP Let’s take a breather
  32. 32. SMART | Strategy MEDIA Authenticity Results Team Choice of media
  33. 33. Website Central channels Intranet Social: secondary channels Facebook § Main page § Alumni group § Other pages as required Social: primary channels LinkedIn § Main account § Other accounts as required Traditional channels Twitter YouTube Email newsletter Google+ Instagram § Print publications § External media § Advertising (print/digital) § Other SMART | Strategy MEDIA Authenticity Results Team Media ecosystem SAMPLE
  34. 34. SMART | Strategy MEDIA Authenticity Results Team Your media ecosystem
  35. 35. SMART | Strategy MEDIA Authenticity Results Team Choice of channels
  36. 36. SMART | Strategy MEDIA Authenticity Results Team Website, online
  37. 37. SMART | Strategy MEDIA Authenticity Results Team Direct email
  38. 38. SMART | Strategy MEDIA Authenticity Results Team Social media
  39. 39. SMART | Strategy MEDIA Authenticity Results Team Print publications
  40. 40. SMART | Strategy MEDIA Authenticity Results Team Content calendar “ Repetition is the mother of all learning. - ZIG ZIGLAR
  41. 41. SMART | Strategy Media AUTHENTICITY Results Team Content recipe
  42. 42. SMART | Strategy Media AUTHENTICITY Results Team Creating a community Distributing helpful, relevant and engaging content builds a sense of community and belonging. This is about real storytelling.
  43. 43. SMART | Strategy MEDIA Authenticity Results Team Your media ecosystem
  44. 44. SMART | Strategy Media Authenticity RESULTS Team Metrics that matter
  45. 45. SMART | Strategy Media Authenticity RESULTS Team Kitting up #MOJOCON on Facebook
  46. 46. SMART | Strategy Media Authenticity Results TEAM DIY Newsroom™
  47. 47. SMART | Strategy Media Authenticity Results TEAM Resourcing
  48. 48. SMART COMMUNICATOR WORKSHOP What does success look like?
  49. 49. SMART COMMUNICATOR WORKSHOP #discuss
  50. 50. SMART COMMUNICATOR WORKSHOP Next steps
  51. 51. Finally ... 1. Sign up to newsletter at flametreemedia.com.au 2. Follow us on social media 3. Email me at stuart@flametreemedia.com.au 4. The DIY Newsroom: published October 2018 This material comprises or contains commercial-in-confidence information and is subject to the provisions of Australian and other laws relating to the use and disclosure of such information. The SMART™ methodology (Strategy, Media, Authenticity, Results, Team) and DIY Newsroom™ are the intellectual property of Flame Tree Media. © July 2018.

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