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Newsrooms for schools and colleges

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Education institutions across the world are engaged in a Game of Thrones type battle for resources and recognition. Being able to communicate authentically and effectively is critical to win in the Attention Economy. But it's tough to get cut-through amid fragmented media and a cacophony of communications. Here's how - based on following the principles and practices of the world's best newsrooms.
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This deck includes a BONUS at a glance on the main social media platforms.

Published in: Education
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Newsrooms for schools and colleges

  1. 1. THE D.I.Y. NEWSROOM STUART HOWIE World Federation of Colleges and Polytechnics Melbourne, Australia, October 2018 § More powerful communications using your own resources § Be recognised as a leader and influencer in your sector § Create consistently superb content that hits the mark diynewsroom.com
  2. 2. ABOUT ME MY MISSION Power of the microphone diynewsroom.com
  3. 3. DIYNEWSROOM.COM Today § Problems of communicating today § Education context § Mistakes that are made § Opportunity knocks! § The DIY Newsroom § SMART WAY § What success looks like § How to make change
  4. 4. BREAKING THROUGH IN THE ATTENTION ECONOMY Communication breakdown Organisations and their leaders are ... 1. overwhelmed 2. dissatisfied about the ROI on their comms efforts – and lack of recognition, and 3. while wanting change, unsure how to go about it. diynewsroom.com
  5. 5. 1 WHAT’S DIFFERENT IN YOUR SECTOR Education challenges It is understandable many organisations are reticent about embracing change. The challenges and reputational threats that you face make it a risk adverse sector. Increasing competition 2 Lack of strategy, narrative3 Sector’s complexity5 Sector’s integrity6 Reputational threats7 Media fragmentation4 diynewsroom.com Government policy, funding
  6. 6. Cyber-security, privacy breach*1 EDUCATION SECTOR: A MINEFIELD Reputational threats Crisis involving student2 Crisis involving staff3 Social media 5 Academic performance6 Social media (yes, I’ve repeated this)7 Division about strategic direction4 * Flame Tree Media survey, 2018
  7. 7. COMMON MISTAKES WITH COMMUNICATIONS 5 whoppers
  8. 8. 5 COMMON MISTAKES IN COMMUNICATIONS 1. Not acting strategically diynewsroom.com
  9. 9. 5 COMMON MISTAKES IN COMMUNICATIONS 2. Being bland, boring, banal
  10. 10. 5 COMMON MISTAKES IN COMMUNICATIONS 3. Being too social
  11. 11. 5 COMMON MISTAKES IN COMMUNICATIONS 4. Spending money diynewsroom.com
  12. 12. 5 COMMON MISTAKES IN COMMUNICATIONS 5. Not turning on X-factor diynewsroom.com
  13. 13. DIYNEWSROOM.COM Let your light shine Communications must be central to your business if you want to build a community or “tribe”. Don’t hide your light under the bushel. How do you do that in the safest, most judicious way possible? Given media fragmentation, you can’t go “old school”.
  14. 14. WHAT IS A DIY NEWSROOM? Modernise your media The DIY Newsroom taps into the principles and practices of the best modern newsrooms. Newsrooms are at the top of the content food chain. Content is their reason for being. The DIY Newsroom is not content marketing, corporate comms, PR or brand marketing – it all this. And more. Founded on a SMART Way, the DIY Newsroom lets you control you message in today’s Attention Economy.
  15. 15. STRATEGY AUTHENTICITYMEDIA RESULTS TEAM DIYNEWSROOM.COM SMART Way™ SMART puts method to the madness. It eschews the energy-sapping and ineffective scattergun approach common in communications and marketing today.
  16. 16. SMART | STRATEGY Media Authenticity Results Team Content audit WEBINAR IS ABOUT TO START
  17. 17. SMART | STRATEGY Media Authenticity Results Team Audience ID
  18. 18. SMART | Strategy MEDIA Authenticity Results Team Choice of media
  19. 19. 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 YouTubeEmail newsletter Google+ Instagram § Print publications § External media § Advertising (print/digital) § Other SMART | Strategy MEDIA Authenticity Results Team Media ecosystem SAMPLE
  20. 20. SMART | Strategy Media AUTHENTICITY Results Team Content recipe
  21. 21. 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. diynewsroom.com
  22. 22. SMART | Strategy Media Authenticity RESULTS Team Metrics that matter
  23. 23. SMART | Strategy Media Authenticity Results TEAM Kitting up #MOJOCON on Facebook
  24. 24. SMART | Strategy Media Authenticity Results TEAM Resourcing
  25. 25. DIYNEWSROOM.COM What success looks like Strategically led communications Greater control of your messaging Content that resonates Better deployment of internal resource Recognition as (thought) leader Reputation inoculation 1 654 32
  26. 26. AFL MEDIA What success looks like diynewsroom.com
  27. 27. DIYNEWSROOM.COM Going the SMART Way™ If you want to transform your communications in this way, there’s a three-step process, as outlined below. Another option you can act on TODAY is ... 1 Discovery session Unpack current state, learn more about SMART Way, gain immediate insights, solutions 2 SMART strategy The ultimate diagnosis plus a three-stage roadmap that charts the wins along the way 3 13-week transformation Change program that helps you rethink, recast and regenerate your comms for clarity and cut-through
  28. 28. Ultimate playbook Register to be among the first to buy the limited-released HARDBACK - a real book! diynewsroom.com § Bonus social media explainer: slideshare.net/StuartHowie1 § Subscribe to newsletter: flametreemedia.com.au § Follow us on social media The SMART Way™, DIY Newsroom™, this presentation and the contents of the book, The DIY Newsroom, are the intellectual property of Flame Tree Media Pty Ltd (Australia). All rights reserved. © October 2018. RRP $32.95 plus postage “My organisation has messages for governments, policy makers, the commentariat and members, but it’s hard to compete with the noise and break through. This book is accessible for small organisations but has lessons for all, no matter the size. I am particularly heartened by Stuart’s exhortation for content, content, content. Important messages are lost in entertainment value or couched as false news. These are serious times. More than ever, we must heed the straight-shooting messages in DIY Newsroom. Craig Robertson CEO, TAFE Directors Australia
  29. 29. TRULY SOCIABLE Unlocked: the secrets to mastering social media STUART HOWIE October 2018 © Flame Tree Media Pty Ltd, 2018
  30. 30. COMMUNICATIONS LANDSCAPE Forces of change diynewsroom.com
  31. 31. 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 “Pull to refresh” gives a dopamine rush similar to playing pokies – or crack cocaine FACT #4 All this time on screen is changing the plasticity of our brains © Flame Tree Media Pty Ltd, 2018FORCES OF CHANGE: 5 INSIGHTS 1. Social: frying our brains diynewsroom.com
  32. 32. FACT #2 Every Australian spends an average of 28 hours per month on a smart phone - Nielson, 2016 FORCES OF CHANGE: 5 INSIGHTS 2. All about being mobile FACT #1 Users in affluent countries, touch their mobile phones 2600 times a day - The Economist, 2018 diynewsroom.com
  33. 33. FORCES OF CHANGE: 5 INSIGHTS 3. Video FORECAST Online videos will account for more than 80 per cent of all consumer internet traffic by 2020 - CISCO, 2017 diynewsroom.com
  34. 34. FORCES OF CHANGE: 5 INSIGHTS 4. Regulation
  35. 35. FORCES OF CHANGE: 5 INSIGHTS 5. Who do you trust? “Company content” twice as trusted when existing relationship 80 per cent of people want CEOs to speak out across range of issues 20 of 28 countries are “distrusters”, including Australia * Edelman Trust Barometer, 2018 diynewsroom.com
  36. 36. FORCES OF CHANGE Social: by the numbers 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, August 2018
  37. 37. FORCES OF CHANGE 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, August 2018
  38. 38. FORCES OF CHANGE 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 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 40 per cent of teens sleep less than 7 hours because they’re sneaking time with smartphones - US study, 2017 FACT #4 Of 100,000 Facebook posts, half received two or fewer shares, likes or comments - Moz/BuzzSumo,2017
  39. 39. Australia: monthly active users – 60 per cent of the population SOCIAL MEDIA Facebook The mother of all social media, Facebook is the world’s biggest content platform. It has more personal data than anyone. 15 million Globally: monthly active users 2.01 billion 1 in 2 Australians use it daily* Biggest bracket, 25-39 year olds (6.1 million)* * Social Media Australia Statistics, August 2018 Mission: Give people the power to build community and bring the world closer together
  40. 40. SOCIAL MEDIA Facebook § Conversation, engagement § News feed, pages, groups, FB Live § Video, images § Business § Messenger § Data and privacy breaches (Cambridge Analytica) § Fake news § Algorithm changes © Flame Tree Media Pty Ltd, 2018
  41. 41. Australia: monthly active users – that’s 1 in 3 of us* SOCIAL MEDIA Instagram 9 million Globally: monthly active users 600 million Instagram has relatively high engagement per visit * Social Media Australia Statistics, August 2018 Instagram has become the home for visual storytelling for everyone from celebrities, newsrooms and brands, to teens, musicians and anyone with a creative passion. Instagram is owned by Facebook © Flame Tree Media Pty Ltd, 2018
  42. 42. Most-followed celebrities 1. Selena Gomez 130m+ 2. Cristiano Ronaldo 116m+ 3. Ariana Grande 115m+ 4. Beyoncé 108m+ 5. Kim Kardashian West 104m+ 6. Taylor Swift 104m+ 7. Kylie Jenner 99.5m+ 8. Dwayne Johnson 96m+ 9. Justin Bieber 93.9m+ 10. Kendall Jenner 84.8m+ Source: Instagram 2017 SOCIAL MEDIA Instagram #loveTop hashtag 2017
  43. 43. Australia: unique monthly visitors* SOCIAL MEDIA YouTube 15 million Globally: monthly active users 1.8 billion YouTube is Google’s biggest service – the place to truly go viral * Social Media Australia Statistics, August 2018 Puff: We believe everyone deserves to have a voice, and that the world is a better place when we listen, share and build community through our stories. With such huge numbers, will it rundown Facebook? Like Facebook, it is banned in China
  44. 44. Australia: monthly active users* 6.3 million Globally: monthly active users 161 million * Social Media Australia Statistics, August 2018SOCIAL MEDIA Snapchat Snapchat is a recreational photo/video sharing platform for young people. Snapchat is the home for a host of A-list celebrities and used for creative storytelling. A couple of years ago, it passed Twitter in the fast lane. Australia: daily average users* 4.5 million
  45. 45. Australia: monthly active users* SOCIAL MEDIA Twitter Twitter is a microblogging site where users can post “tweets” of up to 280 characters, as well as images and video. 4.7 million Globally: monthly active users** 335 million Donald Trump has 54 million followers * Social Media Australia Statistics, August 2018 ** Statista, 2018 Puff: Twitter is what’s happening in the world and what people are talking about right now. Home of intelligentsia – media, politics etc.
  46. 46. Australia: monthly active users* SOCIAL MEDIA LinkedIn LinkedIn is a social network for professionals that launched in 2003. 4.5 million Registered users globally 467 million LinkedIn has a suite of powerful paid add-ons * Social Media Australia Statistics, August 2018 Puff: The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful. Great place to showcase thought leadership
  47. 47. Australia: monthly active users* SOCIAL MEDIA Pinterest 290,000 Globally: monthly active users** 175 million * Social Media Australia Statistics, August 2018 Pinterest is where people discover new ideas and find inspiration to do the things they love. Pins keep ideas organised. Suited for crafts, shopping products and similar. Pinterest’s mostly female audience use the platform to sell and buy - lots
  48. 48. Australia: estimated monthly active users* SOCIAL MEDIA WeChat 2.9 million Globally: monthly active users 1 billion * Social Media Australia Statistics, August 2018 WeChat is a Chinese multi-purpose messaging, social media and mobile payment app. It is the most popular social media platform in China. 38 billion messages are sent via WeChat each day 98.5 per cent of Chinese aged 50 to 80 use WeChat RenRen and Weibo are also popular with Chinese

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