Social Media Presentation -- UCP Lisbon, March 2013
Communications master class feb 2013 to share
1. Using digital channels to
communicate technical
information with diverse
stakeholder groups
Emma Bryce and Priya Chandra
February, 2013
2. Where to Start?
The Plan for today
• Who are we – introductions
• How we communicate
• The importance of stories
• Digital application of stories
• Wrap up
3. Why so important?
The goal of effective
communication should be for
the listener to say “Me too!” vs
“So what?” Jim Rohn
4. The NLP Model of
Communication
• Over 2 million bits
of information per
second
• 7 +/- 2 Chunks
Reference: Tad James
Mihaly Csikszentmihalyi / George
Armitage Miller
5. Every Second…
• 2 new Linked In members
• 16 new photos on Flickr
• 58 photos posted on Instagram
• 72 new YouTube videos posted
• 5,783 Tweets
• 31,167 Facebook likes
6. See, Hear, Touch, Logic: VAKAd
• Visual people: use words like “see”, “picture” etc, talk fast and
breathe from their chest. They look UP to access information
• Auditory people: use words like “hear”, “sound” etc. They look
sideways to access information
• Kinaesthetic people: use words like “touch”, feel etc, speak slowly
and breathe from their stomachs. They look DOWN to access
information
• Ad people: focus on facts, data and logic, and also look DOWN to
access information
7. Bonus Slide – Eye Patterns
As you look at someone…
Their right Their left
Vc = Visual Constructed/Imagined
Ac = Auditory Constructed/Imagined
K = Kinaesthetic
Vr = Visual Remembered/Recalled
Ar = Auditory Remembered/Recalled
Ad = Auditory Digital
8. The Hierarchy of Ideas
CHUNK UP
"What is this an Example of?"
"For What Purpose...?"
"What is your intention...?"
CHUNK ACROSS CHUNK ACROSS
“What else?”
“What is another example?...”
CHUNK DOWN
"What are examples of this?"
"What specifically...?"
9. Use of Tools
• The tools available to you
• Buy… Don‟t rent!
<Rented>
Google +
<Rented>
Twitter
YouTube
Your Story
(you own <Rented>
Facebook this)
<Rented>
Linked In
<Rented>
Wikipedia
<Rented>
12. Facebook
Strengths Weaknesses
Huge audience Edgerank
Accessible after hours Family and friends
Share messages, and images easily Privacy
Instant feedback/interactive You don‟t own it – „rules‟ can change
Targeted group of people Negative feedback
Text, audio, video – a number of mediums Moderation
Arranging social events Content creation
Multiplier effect Multiplier effect
Low cost Business vs personal
Intuitive to use Searchability
Good in a crisis to get information Time consuming
24 x 7 – addictive
Digital foot print - expectations
13. Twitter
Strengths Weaknesses
Informative Less engaging
Immediate/fast Immediate/fast
Far broader audience Less intuitive to learn
Retweets Retweets
140 characters 140 characters
Commercial audience sentiment More commercial
Filter
Short urls/links – track how many clicks
Entertaining
Good at an event – hashtags
Emergency management
Chats
Reach influencers
Direct messages
14. Google Plus
Strengths Weaknesses
Other Google Tools No one‟s heard of it
Circles You have to have a Google account
Hangouts
Segmentation
Better quality of information
Search/SEO
Opportunity for thought leadership
Shared passions
Events
Not as visible – you can make mistakes
15. Some Insights…
• If it‟s free YOU are the product
• What is your desired outcome?
• Where is your audience?
• Consider timing
• Facebook is about People
• Twitter is about Perspective
• G+ is about Passion
• Linked In is about Profession
16. It’s all about Change…
According to John Kotter (Change Management
thought leader), the number one condition that will
ensure a change program succeeds is:
A COMPELLING STORY
17. The Power of a Story…
• The Character
• The Obstacle
• The Goal/victory
• A story…
18. Measuring Success
• Google Analytics
• Google Alerts
• Bit.ly
• Followers vs. interaction
• Quality vs. Quantity
• How to find the time?
• Handling negativity
• Business case for Social Media
19. Be Found!
• Update your content
• Authority and trust
• Links to your page
• .gov, .edu and .org are more trusted
• Name your images and match them to your keywords
• Put keywords in ALT text – don‟t leave it blank
• Use headings and sub-headings: H1, H2, H3
• Wordpress is a great tool
• Have great content
• Yoast, SEO
21. Wrap Up and the Future…
• Share Learnings
• Compare with Intentions
• What the future holds – open discussion
22. Some insights on the Future…
• The future is “bite sized”
• Mobile compatible is key
• Use video to tell a story. It is:
– Watchable
– Reusable
– Useful as a series
• Platforms will not be around forever
– Learn the principles
– Don‟t invest too much time or $ in one platform – be nimble
– Your home base/website is the MOST important
• “The Genie is out of the bottle” – people can talk back. Use it!
• A great sense of connection with our audiences
Jim Rohn: The goal of effective communication should be for the listener to say “Me too!” vs “So what?” He also refers to honest and flexible communication as “magical”When we create magic, we connect with our audience, and they understand us80% how we feel about it, 20% what we sayLook at passion in speakers over the last 2 days
I used to think this was the boring bit before we got to the cool stuff. I now realise this IS the cool stuff…Information comes in and goes through filters – delete, distort and generalise based upon our life experiences, memories, attitudes, values etc.They then form an Internal Representation (IR), which leads you to a state (happiness, sadness, joy) and your physiology.What you focus on is what you get – is really true because you can’t possibly take in all the informationShoe storyThe success of communication, is in the response – what is your response?
8 people coming online every secondIf Facebook was a country, it would be the third largest in the world
John Kotter: the number one cause of successful change is having a compelling story
