Media is evolving. Is your media mix evolving, too? Webinar by Communicatto held on October 20, 2017.

1. Meeting #: 236-077-966
Use computer audio or phone: 613.699.9318
(other numbers in the emails we sent)
#CommsEvolution @communicatto

2. The Communications Evolution
#CommsEvolution
Doug Lacombe

3. Media’s evolving, is your media mix?

4. The new media mix

5. Hub and spoke publishing

6. Are you visible to search?

7. Are you visible to search?

8. Are you visible to search?

14. education
observation
broadcast
participation
relationships
collaboration
social media experience
1-way → 2-way
take value → add value
Social media adoption curve

15. Taking flight

16.  Pre-flight
 Flight crew
 Flight plan
 Watching your instruments
 Maintain contact with air traffic control
 Land
 Debrief
 Refuel
 Do it again
Planning your flight

17.  Brand – protect it NOW
 Understand – educate executives, develop skills, comfort
 Monitoring – can’t fly without radar
 Policy – who can tweet what, where and why
Pre-flight checklist - BUMP

18.  People
 Access
 Secrets
 Tone
 Real job
 Identity
 Consequences
 Existing policy
Flight rules

19.  Situation
 Objectives
 Audience
 Personas
 Strategy
 Tactics
 Actions
 Controls
 Crisis
 Resources
Flight plan

20. SmartInsights.com

21.  Distinguish between severity levels
o Issues
o Incidents
o Crises
Crisis

22. Severity matters

23. 1. No silence, no delay
2. You have something to say even when you don’t
o Holding statements
3. Make your website the authoritative source, but respond on the channels where
people are talking about your crisis
4. Spend time responding to those who “deserve” it
5. Be seen to be responsive
6. You set the pace (updates every 10 mins or as appropriate)
7. Refer and link to other channels (i.e. news releases) – best if embedded into your
website, but use wire, YouTube if you can’t
8. Provide a call to action if/when appropriate
9. Share info from other authoritative sources if/when appropriate (police, EMS,
regulator, government)
10. Tell them when it’s over – over and over
Ten social media pro tips during a crisis

24.  Reader-centric, not usual corporate blather
 Reader asks WIIFM?
 Avoid barriers to communication like industry jargon,
long boring treatises/lectures
 Write like a journalist, inverted pyramid
 Human interest angles always best
Content is king, still

25.  Lists
 Hashtags
 Monitor conversation threads
 Blog search
 Social media dashboards (Sprout Social, HootSuite)
 Monitoring tools (Heartbeat, Radian6 etc.)
 Influencer discovery software:
o GroupHigh
o Webfluenz
o Traackr
o InNetwork (h/t to Danny Brown)
 Your own (social) CRM
Finding and tracking influencers

26.  Internal:
o Awareness, skills, knowledge, comfort
o Executive support/sponsorship
o Resources
o Content production/corporate “newsroom”
o Review and proofing cycles, legal, Investor Relations
o Proving ROI
 External
o Anyone caring
o Snark, cynicism and attacks
Challenges

27. Takeoff!

28.  Prepare with BUMP pre-flight checklist
 Plan with SOAP STACCR strategy framework
 Resource the activity
 Experiment with content
 Measure KPIs
 Fail fast but with controls
 Hunt for your peeps
 Be human, don’t be boring
 Prepare and drill for crisis
 Constantly re-evaluate
Summary

29. #CommsEvolution
communicatto.com/next
Doug Lacombe, MBA
@dblacombe
doug@communicatto.com
403-215-7504 ext 101