Getting Ready for Social Media<br />Mike Spear<br />Director of Corporate Communications<br />Genome Alberta<br />
<ul><li> Former journalist with a CBC President's Award, Farm  Writers' Award,  CBC Peer awards and RTNDA awards for my pr...
  SysOp with CompuServe of Columbus, Ohio in the 90’s
  Published in peer-reviewed journals
  I've owned a Newton, Palm,  and an iPAQ
  Part of our National genetics and society team
   Live outside high-speed internet or cell data plans</li></li></ul><li><ul><li>Genome Alberta is a not-for-profit resear...
  Funded by 2 levels of government, academic institutions and industry
  Our communications goals centre on:
 Awareness
 Education
 Position Genome Alberta as a source of information
 Prepare for later</li></li></ul><li>I share my genome<br />
<ul><li>  “Social Media is not a fad –  it is a fundamental shift in the way we communicate”
  The technology is new with better speed, reach, and scope
  The how, where, when, what, and to whom has not changed</li></li></ul><li>Words spreads fast and you need to be there:<b...
Audience is Key to Strategy<br /><ul><li> No high speed internet
 Strong sense of community
 Little interest in social media</li></li></ul><li>
Choosing the tools:<br />You Must Enter the Tiger's Den to Catch the Cubs<br />Madison Avenue has always known to enter th...
Social Networks are not new:<br />
“ The peculiar challenge then, is for us digital immigrants – many of whom are in positions to determine how news is assem...
Government & non-profits tend to polarize.<br />We need more ways to reach out.<br />
Knowledge is only one factor among many influences that are likely to guide how individuals reach judgements, with ideolog...
"Strengthening ( Internet) network culture construction and management,"  ..... "will help extend the battlefront of propa...
Moral incentives need to replace material incentives.<br />
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Fed press Ottawa December Presentation

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This is the presentation I gave at the Federate Press event in Ottawa on December 13th, 2010. Thanks to CBC Radio for use of the news clip.

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  • IABC Survey: The introduction of social media tools may be the most revolutionary change to communications since the Internet
  • Fed press Ottawa December Presentation

    1. 1. Getting Ready for Social Media<br />Mike Spear<br />Director of Corporate Communications<br />Genome Alberta<br />
    2. 2. <ul><li> Former journalist with a CBC President's Award, Farm Writers' Award, CBC Peer awards and RTNDA awards for my programs or newsrooms. Currently working on a network radio pilot program
    3. 3. SysOp with CompuServe of Columbus, Ohio in the 90’s
    4. 4. Published in peer-reviewed journals
    5. 5. I've owned a Newton, Palm, and an iPAQ
    6. 6. Part of our National genetics and society team
    7. 7. Live outside high-speed internet or cell data plans</li></li></ul><li><ul><li>Genome Alberta is a not-for-profit research funding organization
    8. 8. Funded by 2 levels of government, academic institutions and industry
    9. 9. Our communications goals centre on:
    10. 10. Awareness
    11. 11. Education
    12. 12. Position Genome Alberta as a source of information
    13. 13. Prepare for later</li></li></ul><li>I share my genome<br />
    14. 14. <ul><li> “Social Media is not a fad – it is a fundamental shift in the way we communicate”
    15. 15. The technology is new with better speed, reach, and scope
    16. 16. The how, where, when, what, and to whom has not changed</li></li></ul><li>Words spreads fast and you need to be there:<br />Mp3: <br />Wav: <br />
    17. 17. Audience is Key to Strategy<br /><ul><li> No high speed internet
    18. 18. Strong sense of community
    19. 19. Little interest in social media</li></li></ul><li>
    20. 20. Choosing the tools:<br />You Must Enter the Tiger's Den to Catch the Cubs<br />Madison Avenue has always known to enter the culture where you want to compete<br />
    21. 21. Social Networks are not new:<br />
    22. 22. “ The peculiar challenge then, is for us digital immigrants – many of whom are in positions to determine how news is assembled and disseminated – to apply a digital mindset to a set of challenges”<br />Rupert Murdoch<br />
    23. 23. Government & non-profits tend to polarize.<br />We need more ways to reach out.<br />
    24. 24. Knowledge is only one factor among many influences that are likely to guide how individuals reach judgements, with ideology, social identity and trust often having stronger impacts”<br />Bubela, Nisbet et al. (2009) Nature Biotech<br />
    25. 25. "Strengthening ( Internet) network culture construction and management," ..... "will help extend the battlefront of propaganda and ideological work. It is good for increasing the radiant power and infectiousness of socialist spiritual growth."<br />HuJintao<br /> President of China<br />
    26. 26. Moral incentives need to replace material incentives.<br />
    27. 27. Give-a-Gene<br />
    28. 28.
    29. 29.
    30. 30.
    31. 31. Templates, stories, layout, features, and content, can be edited on the fly.<br />Pushes material to the web, Twitter, and is re-usable in other communications tools<br />
    32. 32. <ul><li> Integrate, Integrate, Integrate
    33. 33. Reuse, Recycle, Reduce</li></li></ul><li>We chose SM route because:<br /><ul><li> Cheap
    34. 34. Easy
    35. 35. Intuitive
    36. 36. Replaces other tools
    37. 37. Risk free</li></li></ul><li>Planning<br />Social Media Research  8-25 hours<br />Social Media Planning   10-20 hours<br /> <br />Blog<br />Creation                      10-15 hours<br />Development                40 hours<br />Maintenance                5 hours/week<br /> <br />LinkedIn <br />Creation                       1 hour<br />Development                 5-15 hours         <br />Maintenance                 3-10 hours/week<br /> <br />Facebook (Fan or Group Page)<br />Creation                       3-12 hours<br />Development                10-50 hours<br />Maintenance                 7-15 hours/week<br />Twitter<br />Creation                        1 hour<br />Development                 15-40 hours<br />Maintenance                 3-7 hours/week<br />YouTube (branded channel)<br />Creation                        3 hours<br />Development                  5-20 hours<br />Maintenance                  2-7 hours/week<br />One and a half staff needed to look after social media channels<br />from a blog post by James Bennett, Head of Content, Melcrum<br />So how can you prevent social media from sucking up all your time?<br />
    38. 38. GenOmics - Twitter - blog - DNA network - Homepage<br />Twitter - blogs - Newsletter – influencers - homepage<br />Blog / GenOmics - media - Twitter<br />Picasa – AAET - BioAlberta - blog - GenOmics<br />Newsletter – Twitter – GenOmics - Influencers<br />YouTube - GenOmics - blog - partners<br />Slideshare - Homepage - Twitter - GenOmics<br />RSS - blogs – GenOmics<br />Wikipedia – Other Genome Centres<br />
    39. 39. David & Goliath<br />
    40. 40. mspear@genomealberta.ca<br />@mikesgene<br />http://facebook.genomealberta.ca<br />http://www.genomealberta.ca/blogs<br />http://www.slideshare.net<br />or<br />http://mediamargins.com<br />

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