1. The Next Generation Communications Strategy 25 February 2010

3. Social media Traditional Media Relations Stakeholder engagement & word of mouth marketing More expensive strategies Something old, something new, something ancient

4. New channels are nudging old platforms People can create content People can share content People can comment on content Most exciting of times You live in exciting times Minimal cost Easily Instantly Without your approval

5. The changing economics of influence

6. … And yet The big players want tighter control than ever Issues are more complex Bosses measure success in traditional terms Audience expectations Career expectations

7. Today’s communications are like herding cats

8. Approaches to communications Current channels + New technologies

9. Are you maximising traditional media opportunities? Traditional media

10. Print Medium of record Publish regularly Often drives the news cycles Numerous opportunities Most likely to doggedly follow a story Are newspapers dying?

11. General news Specialist sections Columns Letters to the Editor Opinion-editorial What’s on diaries Photographs Social pages Editorial calendars Print opportunities

14. Radio Types of radio 24/7 = information hunger Convenience OBs, Black Thunders etc

16. Syndicated Radio

17. Podcasting moves radio

20. Managing media efforts

22. New media Dramatic increase Not just for kids One to one conversations DIY medium Low cost Citizen journalism

23. “ Almost 10 million Australians accessed social media websites in December with just under 8 million of those being Facebook members”.

25. Communications continuum Cave painting Language Writing Printing press Newspapers Radio TV

26. Image sharing sites

29. Micro blogging sites

30. Social networking sites

31. Knowledge sharing sites

32. Blogs

33. Mobile applications

35. Reasons agencies may not use new media

36. 8 Strategies for the boss Gov2.0 Website Grader (solo and comparison) Case studies of similar organisations Statistics: the online habits of Australians Articles/books Start small: fail early Google alerts/Tweetsearch Get the boss into the nursery

38. Simple guidelines

39. Helpful resources http://bobcraw.posterous.com/ UK Government strategy for government departments Gov2.0 Best practices North Carolina Social Media for State Agencies tutorial How to sell social media in your organisation

40. Social media start-up model Stress long term , pilot , government directions Buy-in from key staff Select one and experiment with one channel Monitor that channel Contribute to others’ conversation Move into active conversations

41. Key Audiences Stakeholder relations Word of mouth marketing “ The idea of word of mouth is very Zen. You put the idea out there, let go, and if people like you and trust you, they'll spread the word” Variety Magazine 21 July 2005

42. Advertising clutter Media fragmentation Consumers tuned out Less effective but more expensive Wariness of old channels Wariness of new channels What do you think of traditional marketing? So who do we trust?

43. Academic/expert 64% Industry expert 52% NGO rep 45% Person like me 44% CEO 40% Govt official 35% Employee 32% Trust imperative

44. Stakeholder management = word of mouth 40 000 years Intimate … our natural desire to share information and feelings Credible … people believe other people Free … costs nothing Speed … can be remarkably quick … but often overlooked by big organisations

45. Working through stakeholders Network B Network A key influencer

46. Who are stakeholders? Key influencers Advocates Champions Sneezers Alphas Opinion leaders Shapers Early adopters Hubs Personality Experience Skills Longevity Rank, title, position

47. Pre-conditions for engaging stakeholders You must be credible You must a worthwhile something Your touch points must reflect your value You give people opportunities to talk You are willing to sustain a conversation

48. The touch points of a product

50. Find key influencers Self identify Key professions/organisations Prominent individuals Observation

51. What can key influencers do? They give you: language credibility communications

52. CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS Face to face Stories Pass-on tools Continuous contact Face to face works best Explain who you are … why you are worth listening to Tell stories Ask for specific help Provide pass-on tools Thank you’s and rewards Keep continuous contact Recruiting model

53. Pass on tools business cards content for social media leaflets, fliers, brochures, bulletins etc ready to go text for newsletters, websites video, audio, images samples, coupons, discounts

54. Power of stories Personal Simple Illustrative

55. Frequency of communications Opportunity Opportunity Opportunity

56. Engagement opportunities: events launches award ceremonies trade shows site and open days conferences, seminars, meetings and workshops commemorative occasions festivals, fairs, carnivals, shows, balls, cake stalls sporting events cultural performances, concerts, exhibitions media events on-line events

58. Advantages of on-line communications Can be quickly produced and distributed Permanent Can reach many people Disadvantages On-line commitment People can comment Scary for some Engagement opportunities: digital

59. Tracking word of mouth How many key influencers do you have ? What are key influencers doing for you? How are people finding out about you? What referrals are you getting? How many people visit your video, blog, Facebook etc? Staff/Volunteer/Board feedback

60. Summary Identify, recruit and maintain relationships with key influencers Provide simple messages and pass on tools to encourage conversations Use many channels to keep the conversation going Track your conversations and see what works Ensure your issue is sound Identify who you need to reach

61. Changing Audiences = Changing Expectations Future? Traditional?

62. know your values/brand communications audit who we want to reach clear messaging delivery systems time and money be accountable Principles remain the same

63. Implications for Communicators Must have multiple skills set Strategies must consider fragmented audiences Our strategies must blend old, new and ancient approaches