The Journey to Now and Beyond - Communications
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How far have we come? Where are we going? A glimpse into the past for graphic design & communications, digital disruption, content marketing (planning, content, distribution), and best practices. Presentation & Workshop for Brock University Masters Class - Foundations of Sustainability Science and Society - Environmental Communications. Nov. 2016
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The Journey to Now and Beyond - Communications
- 1. Brock University – Foundations of Sustainability Science and Society Presentation & Workshop | Nov. 28 2016 by Laura Dunkley www.lauradunkley.com COMMUNICATION The journey to now and beyond
- 3. COMMUNICATION The journey to now and beyond
- 4. NO WAY! • Get up to turn the channels on the TV • What is Liquid Paper? • What is Dial Up? • Dot Matrix is a Printer? • CC stands for Carbon Copy. What does that mean? • Phones used to be connected to the walls? • You thought Pong was leading tech? • You didn’t have YouTube? What did you do?
- 7. “Art is not what you see, but what you make others see.” – Edgar Degas Painting by John Lennox Butcher
- 8. MEDIUM is the MESSAGE – Marshall McLuhan Read More - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm
- 9. John Lennox Butcher (1914-2001) CONTENT CREATIO N THEN
- 11. • The internet has 3.17 billion users • There are 2.3 billion active social media users • 1 million new active mobile social users are added every day. That’s 12 each second • 78% of people watch online videos every week, 55% watch every day • Google processes 100 billion searches a month. That’s an average of 40,000 search queries every second • Mobile applications are responsible for 80 percent of digital growth and while they take up a massive chunk of all time spent on mobile https://www.brandwatch.com/2016/03/96-amazing-social-media-statistics-and-facts-for-2016/ http://www.mobilecommercedaily.com/mobile-apps-responsible-for-80pc-of-digital-media-growth-report
- 14. INFOGRAPHIC
- 18. Aphacoms - French Communications Agency - To communicate around their Sustainability culture and demonstrate their innovation in communication, they decided to present their 2013 CSR report as an online virtual tour of their offices where is organized a gigantic…banana hunt! Yes, you’ve read it correctly. A banana hunt. Company Site - http://rse.alphacoms.fr/ Blog Reference - http://blog.wizness.com/this-may-be- the-most-original-entertaining-csr-report-youve-ever-read/
- 20. Sea Life Aquarium This aquarium in London, England offers augmented reality to enhance experience of visitors without the need to capture real animals http://www.trendhunter.com/trends/aquarium-attraction AUGMENTEDREALITY
- 21. Clim’Way Create a climate plan to reduce greenhouse gas emissions http://climway.cap-sciences.net/us/index.php GAMES
- 22. Face-to-Face Conversations #Timeliness #Priceless 61% of Generation Z prefer real conversations INPERSON http://www.ragan.com/Main/Articles/Infogra phic_How_Generation_Z_uses_social_media _51130.aspx
- 24. Be Memorable Be Excellent “Strive for excellence, not perfection” – H. Jackson Brown Jr. “Excellence is doing ordinary things extaordinarily well” John W Gardner “We are what we repeatedly do. Excellence, then, is not an act, but a habit” – Aristotle
- 25. Content is King •Unexpected •Get to the Point •Emotions • Tell a story • Timely • Relevant
- 26. • Google PPC • Social Media Ads • Newspaper Ads • Billboard Ads • Industry Publication Ads • Magazine Ads • Events • Trade Shows • Influencer PAID incentive programs • Social Media - Shares & Comments • Testimonials • Google Reviews • Media Relations • Influencer Relations • Website • Blog • Signage • Social Media (Organic) • Email Campaigns • Your Team EARNED PAID OWNED The Hub DISTRIBUTION
- 28. THE PLAN Communica tions • Background • Situational Analysis • Strategy • Goals • Objectives • Evaluation Method • Tactics • Timeline • Risks & Assumptions • Budget
- 30. CHALLENGES
- 31. • Transparency is new • Agility is not built into the system • Change is hard • Culture of Fear • Unclear Goals • Resistance to Collaboration • Relationships Strained / Non-Existent • Education limited • Non-dedicated resources • Inability to Dream • Budget CHALLENGES
- 32. BEST PRACTICES
- 33. • Tell them well, Tell them often • Be memorable, be excellent • Be Authentic • Transparency • Guidelines over Rules for Social Media • Evaluation starts at the Beginning • Learn & Adapt • Be ready for Anything • Content is King • Formal but Evergreen Plan
- 34. KEY TAKEAWAYS
- 35. • Think Holistically • Can’t Manage what you don’t Measure • Agility is Key • Integrate Offline & Online • Relationships Beyond Borders • Medium is the Message • Be Memorable, Be Excellent • Embrace Creativity
- 39. • Google PPC • Social Media Ads • Newspaper Ads • Billboard Ads • Industry Publication Ads • Magazine Ads • Events • Trade Shows • Influencer PAID incentive programs • Social Media - Shares & Comments • Testimonials (website) • Google Reviews • Media Relations • Influencer Relations • Website + Blog • Store Signage • Social Media Profiles (Organic) • Email List Campaigns • Internal Team (Employees, Investors, Brand Ambassadors) • Videos • Photos • Infographics • Podcasts • Presentations (Slide Decks) • Annual Reports • Brochures • Blogs • Case Studies • White Papers / E-Books • Brand Logos & Graphics • Website Design & Content • Blog • Social Media Profiles • Mobile Apps • Events (Owned) • Event Materials & Signage • Team Training & Materials • E-Newsletters • Signage Designs • Surveys / Polls • Media Kits • Press Releases • Ambassador Program Materials (Guidelines, Procedures, Messaging, Product information) • CSR Programs • Advertisement Graphics EARNEDPAIDOWNED DISTRIBUTION CONTENT • RESEARCH • PLAN • MANAGE • EVALUATE COMMUNICATIONS PLAN Background Situational Analysis Strategy Goals Objectives Evaluation Method Tactics Timeline Risks & Assumptions Budget www.lauradunkley.com The Hub
Notes de l'éditeur
- What I DO is very different what I did in the past, but my goals are still the same - to help promote health, wellness & sustainability in my community Why choose communications? I believe communications is the foundation of success when it comes to personal & business life which is why I went back for PR after selling my business As a communications consultant I work with organizational leaders and professionals who share my values & goals, and believe that communication is important to the success of their organization. I work with them to help put communication systems and best practices in place so they can build their business and have the ability to respond effectively to change when necessary. Why is effective communications so important? 3 R’s Reputation - Revenue and Recovery Relationships - key stakeholders Right people, Right message, right time
- A little time capsule of surprises of how far we’ve come in the way of technology. How many from the crowd remember these?
- Where did we come from? Then Open Office (same as now) Everyone in suits (and notice all men?) Telephone an important mode of communication (not as much now) Information / News mostly digested via print (radio > televsion) Non- ergonomic chairs Typewriters Now Collaborative spaces (Mixed) Mixed media way of digesting & sharing information (via tech) Ergonomics important Flexible work environment where people are on the move Communications professionals need to get their information and engage with audiences – 24/7, in a variety of ways Photo: Newsroom New York Times 1942 https://en.wikipedia.org/wiki/Newsroom
- http://bestreviews.com/best-computer-desks#history-of-the-computer-desk
- Let’s take a breath! And have a look at this peaceful scenery. How do you feel? What are you thinking? What does this say to you? Before we get started, we need to understand what communication is, why, and how to use it. Communication is Art, Art is Communication – It was then and it should be now. Quote credit – Edgar Degas Born in Paris, France July 19, 1834 Died September 29, 1917 Edgar Degas (born Hilaire-Germain-Edgar De Gas) was a French artist famous for his work in painting, sculpture, printmaking and drawing. He is regarded as one of the founders of Impressionism although he rejected the term, and preferred to be called a realist. A superb draughtsman, he is especially identified with the subject of the dance, and over half his works depict dancers. These display his mastery in the depiction of movement, as do his racecourse subjects and female nudes. His portraits are considered to be among the finest in the history of art.
- Communication is Art, Art is Communication Medium is the message Marshall McLuhan believed that it was not what we said, but the way we said it that mattered most. In essence, the words we use are not as important as the way we choose to say them. McLuhan’s The Medium is the Message theory still holds value to the way we structure our B2B marketing efforts today. This theory helps to explain why we communicate through more than one medium. Marketers know that their audience will respond to the same message in different ways depending on the medium. With the increase of social media platforms, mobile users, and general interactions on the web, and the unique properties each medium possesses, it can be challenging to determine which medium will be most effective for your message. Marketing vs Public Relations Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx (American Marketing Society) Public Relations - “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” https://www.prsa.org/aboutprsa/publicrelationsdefined/#.WDR1YKIrJoM (Public Relations Society of America) Difference between marketing & communication & PR http://heidicohen.com/marketing-versus-pr-whats-the-difference/
- Years ago, yes we were limited with technology, but the mediums spoke loud messages. Highlights Documents here by Len Butcher was mostly done during and shorting after WWII i.e. 40’s and 50’s Hand-painted billboards Took a long time to create something so things had longevity – it was art, and graphic designers were artists Gold leaf lettering - people didn’t change jobs like they do now, the art of putting on leaf lettering on someone’s door was a big deal Pride of ownership with names on the buildings Fun! Classic family fun. Hand-painted trains and sets for Christmas parties, hand drawn brochures & maps, Theatrics was still in marketing in the past – set design for live theatre was brought over into marketing (i.e. the tank coming out of the wall) just like we have ‘movies’ in our marketing now. Everything was SLOWER! Craftmanship. Not a lot different then, but it took a LOT longer to do! i.e. billboards, brochures, product illustrations, maps, etc. Yes, there weren’t videos then, and the average person couldn’t do it, but it is very similar. We just have more options now and it can be produced faster and by more people.
- Digital Disruption What were we limited to before? Why? What opportunities are available now? Notes from World Economic Forum Article – Jan. 2016 https://www.weforum.org/agenda/2016/01/digital-disruption-has-only-just-begun/ Digital companies can reach new customers immediately and at virtually zero marginal cost. Consumers demand more interaction & personalized experiences new digital business models are the principal reason why just over half of the names of companies on the Fortune 500 have disappeared since the year 2000. Collaboration - faster & global Information available 24/7 & anywhere (i.e. the cloud, mobile devices) Who does it disrupt? Everyone – new standards, new business models, new guidelines / rules, new workspaces, opportunities never even thought of before are now available
- This may not come as a surprise to many people here today, since the millennial age group grew up with technology, but this affects how you will interact with colleagues, possible clients, and other key stakeholders you need to work with or engage with when you get out in the workforce. Be patient, be aware, be considerate of the ’slower generation’. Make sure you can communicate BEYOND just the digital world (i.e. conversations) Digital Disruption Notes from World Economic Forum Article – Jan. 2016 https://www.weforum.org/agenda/2016/01/digital-disruption-has-only-just-begun/ Digital companies can reach new customers immediately and at virtually zero marginal cost. Consumers demand more interaction & personalized experiences new digital business models are the principal reason why just over half of the names of companies on the Fortune 500 have disappeared since the year 2000. Collaboration - faster & global Information available 24/7 & anywhere (i.e. the cloud, mobile devices) Who does it disrupt? Everyone – new standards, new business models, new guidelines / rules, new workspaces, opportunities never even thought of before are now available
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- CSR is a great story. Content tells the story Distribute through multiple mediums Encourage engagement Being Authentic
- Newsworthy – touched on an issue that covers many women worldwide (Range) Emotional Brand Voice Creative The video shows a former forensic artist meeting a series of women who are asked to describe how they look. He was unable to see them behind a curtain and prompted them to detail everything: hair length, facial structure, their most prominent features. He then sketched each participant from their self-description. Each woman was asked before the study to get to know one of the other participants. The forensic artist then asked each woman to describe the other's face. The differences are remarkable. These sketches were created with the intent to prove that "women are their own worst beauty critics." And the video is part of Dove's campaign, beginning in 2005, that focuses on redefining the meaning of "real beauty." Read more at http://www.imediaconnection.com/content/34417.asp#CtD4cGtW5Cm9qohr.99
- Text from http://www.trendhunter.com/trends/aquarium-attraction Frozen Planet: Face to Face' is the name of a dynamic new Sea Life London Aquarium attraction that's been created in partnership with BBC Earth. Rather than showcasing animals in captivity, this new attraction is driven by some of the most cutting-edge technology available today. Through immersive augmented reality experiences, visitors are able to take a walk to encounter a polar bear and her cubs, killer whales, cracking ice beneath their feet and other elements of the natural environment that these incredible creatures call home. As a companion to the visuals provided by BBC Earth, there are also multi-sensory elements to the experience, such as scents and sounds that will make visitors feel as if they've been transported deep into the heart of the arctic.
- http://www.makeuseof.com/tag/10-environmental-games-teach-kids-earth-ecology-conservation/ Example shown here is Clim’way The Clim’way game is again about helping the larger community reach some specific climate goals. You have to create a climate plan to reduce greenhouse gas emissions by a certain percentage in a certain time frame. Your plans can include setting up alternative energy sources, reducing human consumption etc. What does this mean for future work? Kids want to quickly see how what the school is teaching them pertains to the real world (outcomes). Needs to be REAL People want to know WHY they are asked to do things, and see HOW they are affecting change. Games let us see that in REAL time Games let us get a larger pool of contributors (crowd sourcing talent) Visual is key Traditional teaching where the ‘teacher (or boss) knows more’ is changing Immediate feedback – gone are the days of annual employee progress reports We will always be learning he days of annual employee progress reports Kids will always be learning
- http://www.ragan.com/Main/Articles/Infographic_How_Generation_Z_uses_social_media_51130.aspx In Person can include One-on-one conversations Fundraising / Promotional events Tradeshows Networking events Generation Z - (born - mid 1990s to 2010) Statistics Canada has noted that the cohort is sometimes referred to as "the Internet generation," as it is the first generation to have been born after the popularization of the Internet.[18] In Japan, the cohort is described as "Neo-Digital Natives", a step beyond the previous cohort described as "Digital Natives". Digital Natives primarily communicate by text or voice, while neo-digital natives use video or movies. This emphasizes the shift from PC to mobile and text to video among the neo-digital population. https://en.wikipedia.org/wiki/Generation_Z
- Oreo during the SuperBowl 2013 $4 Million for a busy TV commercial, where Social Media more affordable and increased longevity if you can get the right post 20,000 Facebook Likes They were prepared & had a team looking for opportunities Will it sell more oreos? “Hard to tell. [But] It definitely makes the brand seem like a more clever, more interesting, sharp brand. So in terms of brand equity this is as effective, if not more effective, than just showing another Super Bowl ad.” - Berger Ref: http://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/
- First you must be excellent in what you do. Social Media does not make a business awesome, you must be awesome… and then Social Media amplifies this to your audience, giving them the opportunity to be part of that awesome’ness’ . “Strive for excellence, not perfection” – H. Jackson Brown Jr. “Excellence is doing ordinary things extaordinarily well” John W Gardner “We are what we repeatedly do. Excellence, then, is not an act, but a habit” – Aristotle Be excellent first, and then let marketing help you tell the world.. When it comes to Social media & Public Relations (EARNED MEDIA), there is more weight and value when others have the opportunity to tell others about your excellence – as a person, what you are doing, what your offer. 1+1 = 3
- You need something worth sharing.. Which is why Content is King. “Content is King” is a term that Bill Gates used in a Microsoft speech in 1996. Gates emphasized using technology’s interactive media along with quality content when speaking, stating that people “must be rewarded with deep and extremely up-to-date information that they can explore at will,” but stated that “those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products-a marketplace of content.”[1] KISS – Keep it Simple Stupid - Simplicity – “Become the master of exclusion” Unexpectedness – Present in a striking way Concreteness – get to the point, use visuals Emotions – experiences & feelings Stories – easier to remember Be awesome… be memorable.
- OWNED Media Guidelines - Where you have full control of the content. When the content is OWNED, you have full control of all aspects. However, sometimes the actual material may be 3rd party material that come with restrictions Budget - Some of these have a cost, but not direct marketing/advertising budget costs (operations instead) Website Hub of all marketing & PR a single address people need to remember, makes it easy for marketing easy for users to always know they can find important and up to date information cost-effective & accessible to get information easier for measuring Social Media - Posts of owned content, conversations, shared 3rd party content promotes brand Email Campaigns - Consented lists (CASL ) Your Team - can be investors, sales team, marketing team - ALL employees should be part of the AMBASSADOR program PAID Media Advertising - cost to design the ads are typically budgeted differently, but should be incorporated in the metrics of the cost of the campaign (i.e. can be in hours allocated) Consider an INTEGRATED approach with OFFLINE & ONLINE working towards the same goals (more effective). i.e. TradeShows - notice on website, send out email announcement, use social media during the event, etc. EARNED Media Media Relations Brand Ambassador Programs (sometimes this is combined with incentive programs which is PAID) Look for any way possible to remind people that you are looking for endorsements i.e. Google Reviews - have the sales team ASK for this and give a hand out showing HOW to do a GOOGLE REVIEw (i.e. my experience with Honda) Need to ensure your platforms are set up and managed well to accept these EARNED media testimonials - i.e. GOOGLE Business changed over their GOOGLE Business pages and there were multiple GOOGLE + pages for some companies. + website needs to have an area for testimonials TRAINING - ASK for these! Not just traditional PR, there are opportunities to look for opportunities on social media for influencers & 3rd party advocates Difference between Original, owned & shared content http://lauradunkley.com/2014/07/24/original-owned-shared-content/
- Research, Plan, Manage, Evaluate (ongoing, all the time) Communications Plan is a nested strategy within the Business plan and MUST support business goals
- Background Situational Analysis - PESTLE (political, environmental, social, technology, legal, economical) SWOT (strengths, weaknesses, opportunities, threats) Strategy Goals Objectives – SMART (strategic, measurable, achievable, relevant, timely) Evaluation Method Tactics Timeline Risks & Assumptions Budget GOALS (General) OBJECTIVES must be SMART – strategic, measurable, achievable, Realistic, Timeline Communications Goals are designed to support business goals and target > Awareness, Acceptance, Action Business Goals Examples Improve Customer Service Employee Retention Increase profits Increase market share – more customers Regulations – office plan of a municipality to implement health & safety regulations, green standard to meet because of customer supply chain demand (i.e. Walmart) Reputation crisis – greenwashing, caught in a lie (i.e. Volkswagen emission reporting)
- ALL communications plans must be put in place with the anticipation that they will be adjusted throughout the year. Need to be designed to be AGILE, which means processes & procedures must be changed from the OLD way of doing things i.e. Faster approval Digital documents that can be edited and viewed by a variety of people, securely, from a variety of places Clear communication so can be easily understood by a variety of people quickly (succession planning) Ongoing evaluation so able to respond (not 6 months milestones) – ongling analytics are available through platform dashboards for social media, websites, etc.
- Transparency is new Agility is not built into the system Change is hard; requires continued learning Fear of failure part of the culture … for most Unclear goals & objectives Collaboration must be learned Relationships strained or non-existant with stakeholders Education lacking/limited Non-dedicated resources Inability to Dream Budget
- Tell them well, Tell them often - i.e. CSR reporting, progress reports Be memorable, be excellent Authentic tone & voice Transparency Guidelines over Rules for Social Media i.e. social media policy example http://lauradunkley.com/2013/03/22/how-to-create-a-social-media-policy-for-your-company/ Research & Evaluation – “You can’t manage what you don’t measure” Learn & Adapt, Learn & Adapt, Learn & Adapt…. Be ready for anything - Public Relations is part of Environmental Communications; not a separate role Content is King - be unexpected, get to the point, emotions, tell a story, be timely, be relevant Monitor & evaluate consistently & from the beginning Formal but Evergreen Plan i.e. editorial calendar clear procedures documented - typical lead times & approvals needed in certain institutions have been the norm, but with digital & a fast-paced economy a plan must be in place, but it needs to be agile; helps with succession planning for volunteers & paid positions
- Medium is the message - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm Tell them well, tell them often – Reporting be accurate, be engaging, be frequent. http://www.csrwire.com/blog/posts/1757-three-ways-to-get-people-to-read-your-corporate-responsibility-report
- Medium is the message - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm Tell them well, tell them often – Reporting be accurate, be engaging, be frequent. http://www.csrwire.com/blog/posts/1757-three-ways-to-get-people-to-read-your-corporate-responsibility-report
- The whole business of sustainability has had its problems over the years, and communication barriers have been a large part of it. Understanding what it is, who it involves, why should anyone care..? However, as the years go on we understand it more. There is more awareness & science around it. AND it is impacting more people so the acceptance of its importance is growing. What we HAVE to do though, when working with businesses, is there are drivers that are still in place when pushing for more sustainability minded initiatives. And there is a typical hierarchy. (next slide)
- Challenges to sustainability initiatives in many organizations. Hard questions CEOs as, and Sustainability and Communications people need to be prepared for.
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