Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
LIGHTING UP
YOUR COMMUNICATIONS
SMART Communicator™ workshop
STUART HOWIE, Executive Director, Flame Tree Media – August 2...
SMART COMMUNICATOR WORKSHOP
Agenda
§ Communications landscape
§ Your context, problems,
thinking
§ The SMART™ approach
§ H...
SMART COMMUNICATOR™ WORKSHOP
Today’s outcomes
This is an opportunity to unpack the state of your communications. How can
y...
SMART COMMUNICATOR™ WORKSHOP
Introductions, expectations
SMART COMMUNICATOR™ WORKSHOP
About me
SMART COMMUNICATOR™ WORKSHOP
6 forces of change
FORECAST
The amount of information
distributed online will
treble by 2020.
- International News Media Association, News Me...
FORCES OF CHANGE
2. Data, data, data
FORCES OF CHANGE
3. Discerning
social media
FORCES OF CHANGE
4. Change – X10
FACT
Every Australian spends an
average of 28 hours per month
on a smart phone
- Nielson, 2016
FORCES OF CHANGE
5. Mobile
...
FORCES OF CHANGE
6. Video
FORECAST
Online videos will account for more
than 80 per cent of all consumer
internet traffic b...
SMART COMMUNICATOR™ WORKSHOP
7 Titanic mistakes
7 TITANIC MISTAKES
1. Not acting strategically
7 TITANIC MISTAKES
2. Going scattergun
7 TITANIC MISTAKES
3. Being banal, boring, bland
7 TITANIC MISTAKES
4. Undervaluing comms
7 TITANIC MISTAKES
5. Spending money
7 TITANIC MISTAKES
6. Being
too social
7 TITANIC MISTAKES
7. Not turning on X-factor
COMMUNICATIONS CONTEXT
Business goals
COMMUNICATIONS CONTEXT
Your
sector
The mistakes that organisations
make apply across the board. But
each industry has its
...
WHAT IS SUCCESS?
Comms goals
COMMUNICATIONS CONTEXT
Obstacles
COMMUNICATIONS CONTEXT
Survey: value of comms
COMMUNICATIONS CONTEXT
Survey: how do we go?
COMMUNICATIONS CONTEXT
3 big problems
1. Confused and
overwhelmed
3. Not getting
the recognition
2. Not getting
real resul...
COMMUNICATIONS CONTEXT
Survey: your feedback
We lack
resources
We need support
from local TAFEs
We lack clear
path/strategy
SMART COMMUNICATOR™ WORKSHOP
Let’s take a breather
COMMUNICATIONS: SIMPLE, STRATEGIC, SUSTAINABLE
SMART Newsroom™
SMART | Strategy * Media * Authenticity * Results * Team
Simple, strategic,sustainable
STRATEGY AUTHENTICITYMEDIA RESULTS ...
SMART | Strategy * Media * Authenticity * Results * Team
Health check
SMART | Strategy * Media * Authenticity * Results * Team
Audience ID
SMART | Strategy * Media * Authenticity * Results * Team
Content audit
WEBINAR IS
ABOUT TO START
SMART | Strategy * Media * Authenticity * Results * Team
Content map
SMART | Strategy * Media * Authenticity * Results * Team
Content calendar
“
Repetition is
the mother of
all learning.
- ZI...
SMART | Strategy * Media * Authenticity * Results * Team
Content recipe
SMART | Strategy * Media * Authenticity * Results * Team
Creating a community
SMART | Strategy * Media * Authenticity * Results * Team
Choice of media
SMART | Strategy * Media * Authenticity * Results * Team
Choice of channels
SMART | Strategy * Media * Authenticity * Results * Team
Website, online
SMART | Strategy * Media * Authenticity * Results * Team
Direct email
SMART | Strategy * Media * Authenticity * Results * Team
Social media
Global followers*
1.8 billion
* Facebook, August 2017
Australian followers*
17 million UMV
* Facebook, August 2017
Video c...
SMART | Strategy * Media * Authenticity * Results * Team
Print publications
Website
Central channels
Intranet
Social: secondary
channels
Facebook
§ Main page
§ Alumni group
§ Other pages
as required...
SMART | Strategy * Media * Authenticity * Results * Team
Account register
SMART | Strategy * Media * Authenticity * Results * Team
Making it real
SMART | Strategy * Media * Authenticity * Results * Team
Metrics that matter
SMART | Strategy * Media * Authenticity * Results * Team
Kitting up #MOJOCON on Facebook
SMART | Strategy * Media * Authenticity * Results * Team
Resourcing
SMART COMMUNICATOR™ WORKSHOP
What is
success?
SMART | Strategy * Media * Authenticity * Results * Team
DIY Newsroom™
SMART COMMUNICATOR™ WORKSHOP
What did we
learn today?
SMART COMMUNICATOR™ WORKSHOP
Next steps
WANT TO LEARN MORE?
3. Email me at stuart@flametreemedia.com.au
1. Sign up to our newsletter at flametreemedia.com.au
2. F...
Upcoming SlideShare
Loading in …5
×

Light up your communications the SMART way

342 views

Published on

In the SMART Communicator™ workshop, organisations unpack the state of their communications. They build the foundation for more effective comms based on Flame Tree Media's SMART™ methodology of Strategy, Media, Authenticity, Results and Team. The workshops typically suit organisations with an established communications capability. SMART provides companies with the framework for a DIY Newsroom™, which enables them to control their own message for maximum return on effort and from existing resource. This deck serves as the run-sheet for the half-day workshop.

Published in: Marketing
  • Be the first to comment

Light up your communications the SMART way

  1. 1. LIGHTING UP YOUR COMMUNICATIONS SMART Communicator™ workshop STUART HOWIE, Executive Director, Flame Tree Media – August 2017
  2. 2. SMART COMMUNICATOR WORKSHOP Agenda § Communications landscape § Your context, problems, thinking § The SMART™ approach § Health check § Audience ID § Content audit § Choice of media, channels § Media eco-system § The DIY Newsroom § Next steps
  3. 3. SMART COMMUNICATOR™ WORKSHOP Today’s outcomes This is an opportunity to unpack the state of your communications. How can your organisation better deploy the weapons of mass communication to serve the interests of customers and audiences? We want to build a foundation for a simple, strategic and sustainable way, one that will put you at the front of the pack in the sector.
  4. 4. SMART COMMUNICATOR™ WORKSHOP Introductions, expectations
  5. 5. SMART COMMUNICATOR™ WORKSHOP About me
  6. 6. SMART COMMUNICATOR™ WORKSHOP 6 forces of change
  7. 7. FORECAST The amount of information distributed online will treble by 2020. - International News Media Association, News Media Outlook 2016 FORCES OF CHANGE 1. Never more complex
  8. 8. FORCES OF CHANGE 2. Data, data, data
  9. 9. FORCES OF CHANGE 3. Discerning social media
  10. 10. FORCES OF CHANGE 4. Change – X10
  11. 11. FACT Every Australian spends an average of 28 hours per month on a smart phone - Nielson, 2016 FORCES OF CHANGE 5. Mobile obsession
  12. 12. FORCES OF CHANGE 6. Video FORECAST Online videos will account for more than 80 per cent of all consumer internet traffic by 2020 - CISCO, 2017
  13. 13. SMART COMMUNICATOR™ WORKSHOP 7 Titanic mistakes
  14. 14. 7 TITANIC MISTAKES 1. Not acting strategically
  15. 15. 7 TITANIC MISTAKES 2. Going scattergun
  16. 16. 7 TITANIC MISTAKES 3. Being banal, boring, bland
  17. 17. 7 TITANIC MISTAKES 4. Undervaluing comms
  18. 18. 7 TITANIC MISTAKES 5. Spending money
  19. 19. 7 TITANIC MISTAKES 6. Being too social
  20. 20. 7 TITANIC MISTAKES 7. Not turning on X-factor
  21. 21. COMMUNICATIONS CONTEXT Business goals
  22. 22. COMMUNICATIONS CONTEXT Your sector The mistakes that organisations make apply across the board. But each industry has its idiosyncrasies, audience tone and other considerations. What are yours?
  23. 23. WHAT IS SUCCESS? Comms goals
  24. 24. COMMUNICATIONS CONTEXT Obstacles
  25. 25. COMMUNICATIONS CONTEXT Survey: value of comms
  26. 26. COMMUNICATIONS CONTEXT Survey: how do we go?
  27. 27. COMMUNICATIONS CONTEXT 3 big problems 1. Confused and overwhelmed 3. Not getting the recognition 2. Not getting real results
  28. 28. COMMUNICATIONS CONTEXT Survey: your feedback We lack resources We need support from local TAFEs We lack clear path/strategy
  29. 29. SMART COMMUNICATOR™ WORKSHOP Let’s take a breather
  30. 30. COMMUNICATIONS: SIMPLE, STRATEGIC, SUSTAINABLE SMART Newsroom™
  31. 31. SMART | Strategy * Media * Authenticity * Results * Team Simple, strategic,sustainable STRATEGY AUTHENTICITYMEDIA RESULTS TEAM
  32. 32. SMART | Strategy * Media * Authenticity * Results * Team Health check
  33. 33. SMART | Strategy * Media * Authenticity * Results * Team Audience ID
  34. 34. SMART | Strategy * Media * Authenticity * Results * Team Content audit WEBINAR IS ABOUT TO START
  35. 35. SMART | Strategy * Media * Authenticity * Results * Team Content map
  36. 36. SMART | Strategy * Media * Authenticity * Results * Team Content calendar “ Repetition is the mother of all learning. - ZIG ZIGLAR
  37. 37. SMART | Strategy * Media * Authenticity * Results * Team Content recipe
  38. 38. SMART | Strategy * Media * Authenticity * Results * Team Creating a community
  39. 39. SMART | Strategy * Media * Authenticity * Results * Team Choice of media
  40. 40. SMART | Strategy * Media * Authenticity * Results * Team Choice of channels
  41. 41. SMART | Strategy * Media * Authenticity * Results * Team Website, online
  42. 42. SMART | Strategy * Media * Authenticity * Results * Team Direct email
  43. 43. SMART | Strategy * Media * Authenticity * Results * Team Social media
  44. 44. Global followers* 1.8 billion * Facebook, August 2017 Australian followers* 17 million UMV * Facebook, August 2017 Video central: Facebook Live Facebook Analytics and boosting enhances results Think mobile Two-way engagement has pros and cons. You’ve been warned! Traffic builds during week. Peak Thursday, Friday 1pm to 4pm Avoid late morning Monday to Wednesday Frequency Timing Optimal 2 posts per day. Engagement drops thereafter Need to know Audience Broad. Getting older. 30% is 25 to 30 years. 60% female Weekend: Saturday, Sunday noon to 1pm 70% of Australians use FacebookSMART | Strategy * Media * Authenticity * Results * Team
  45. 45. SMART | Strategy * Media * Authenticity * Results * Team Print publications
  46. 46. 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 eco-system
  47. 47. SMART | Strategy * Media * Authenticity * Results * Team Account register
  48. 48. SMART | Strategy * Media * Authenticity * Results * Team Making it real
  49. 49. SMART | Strategy * Media * Authenticity * Results * Team Metrics that matter
  50. 50. SMART | Strategy * Media * Authenticity * Results * Team Kitting up #MOJOCON on Facebook
  51. 51. SMART | Strategy * Media * Authenticity * Results * Team Resourcing
  52. 52. SMART COMMUNICATOR™ WORKSHOP What is success?
  53. 53. SMART | Strategy * Media * Authenticity * Results * Team DIY Newsroom™
  54. 54. SMART COMMUNICATOR™ WORKSHOP What did we learn today?
  55. 55. SMART COMMUNICATOR™ WORKSHOP Next steps
  56. 56. WANT TO LEARN MORE? 3. Email me at stuart@flametreemedia.com.au 1. Sign up to our newsletter at flametreemedia.com.au 2. Follow us on social media The SMART™ methodology (Strategy, Media, Authenticity, Results, Team) and Smart Newsroom™ are the intellectual property of Flame Tree Media. August 2017.

×