In the SMART Communicator™ workshop, organisations unpack the state of their communications. They build the foundation for more effective comms based on Flame Tree Media's SMART™ methodology of Strategy, Media, Authenticity, Results and Team. The workshops typically suit organisations with an established communications capability. SMART provides companies with the framework for a DIY Newsroom™, which enables them to control their own message for maximum return on effort and from existing resource. This deck serves as the run-sheet for the half-day workshop.

1. LIGHTING UP
YOUR COMMUNICATIONS
SMART Communicator™ workshop
STUART HOWIE, Executive Director, Flame Tree Media – August 2017

2. SMART COMMUNICATOR WORKSHOP
Agenda
§ Communications landscape
§ Your context, problems,
thinking
§ The SMART™ approach
§ Health check
§ Audience ID
§ Content audit
§ Choice of media, channels
§ Media eco-system
§ The DIY Newsroom
§ Next steps

3. SMART COMMUNICATOR™ WORKSHOP
Today’s outcomes
This is an opportunity to unpack the state of your communications. How can
your organisation better deploy the weapons of mass communication to serve
the interests of customers and audiences?
We want to build a foundation for a simple, strategic and sustainable way,
one that will put you at the front of the pack in the sector.

4. SMART COMMUNICATOR™ WORKSHOP
Introductions, expectations

5. SMART COMMUNICATOR™ WORKSHOP
About me

6. SMART COMMUNICATOR™ WORKSHOP
6 forces of change

7. FORECAST
The amount of information
distributed online will
treble by 2020.
- International News Media Association, News Media Outlook 2016
FORCES OF CHANGE
1. Never more complex

8. FORCES OF CHANGE
2. Data, data, data

9. FORCES OF CHANGE
3. Discerning
social media

10. FORCES OF CHANGE
4. Change – X10

11. FACT
Every Australian spends an
average of 28 hours per month
on a smart phone
- Nielson, 2016
FORCES OF CHANGE
5. Mobile
obsession

12. FORCES OF CHANGE
6. Video
FORECAST
Online videos will account for more
than 80 per cent of all consumer
internet traffic by 2020
- CISCO, 2017

13. SMART COMMUNICATOR™ WORKSHOP
7 Titanic mistakes

14. 7 TITANIC MISTAKES
1. Not acting strategically

15. 7 TITANIC MISTAKES
2. Going scattergun

16. 7 TITANIC MISTAKES
3. Being banal, boring, bland

17. 7 TITANIC MISTAKES
4. Undervaluing comms

18. 7 TITANIC MISTAKES
5. Spending money

19. 7 TITANIC MISTAKES
6. Being
too social

20. 7 TITANIC MISTAKES
7. Not turning on X-factor

21. COMMUNICATIONS CONTEXT
Business goals

22. COMMUNICATIONS CONTEXT
Your
sector
The mistakes that organisations
make apply across the board. But
each industry has its
idiosyncrasies, audience tone
and other considerations.
What are yours?

23. WHAT IS SUCCESS?
Comms goals

24. COMMUNICATIONS CONTEXT
Obstacles

25. COMMUNICATIONS CONTEXT
Survey: value of comms

26. COMMUNICATIONS CONTEXT
Survey: how do we go?

27. COMMUNICATIONS CONTEXT
3 big problems
1. Confused and
overwhelmed
3. Not getting
the recognition
2. Not getting
real results

28. COMMUNICATIONS CONTEXT
Survey: your feedback
We lack
resources
We need support
from local TAFEs
We lack clear
path/strategy

29. SMART COMMUNICATOR™ WORKSHOP
Let’s take a breather

30. COMMUNICATIONS: SIMPLE, STRATEGIC, SUSTAINABLE
SMART Newsroom™

31. SMART | Strategy * Media * Authenticity * Results * Team
Simple, strategic,sustainable
STRATEGY AUTHENTICITYMEDIA RESULTS TEAM

32. SMART | Strategy * Media * Authenticity * Results * Team
Health check

33. SMART | Strategy * Media * Authenticity * Results * Team
Audience ID

34. SMART | Strategy * Media * Authenticity * Results * Team
Content audit
WEBINAR IS
ABOUT TO START

35. SMART | Strategy * Media * Authenticity * Results * Team
Content map

36. SMART | Strategy * Media * Authenticity * Results * Team
Content calendar
“
Repetition is
the mother of
all learning.
- ZIG ZIGLAR

37. SMART | Strategy * Media * Authenticity * Results * Team
Content recipe

38. SMART | Strategy * Media * Authenticity * Results * Team
Creating a community

39. SMART | Strategy * Media * Authenticity * Results * Team
Choice of media

40. SMART | Strategy * Media * Authenticity * Results * Team
Choice of channels

41. SMART | Strategy * Media * Authenticity * Results * Team
Website, online

42. SMART | Strategy * Media * Authenticity * Results * Team
Direct email

43. SMART | Strategy * Media * Authenticity * Results * Team
Social media

44. Global followers*
1.8 billion
* Facebook, August 2017
Australian followers*
17 million UMV
* Facebook, August 2017
Video central:
Facebook Live
Facebook Analytics
and boosting
enhances results
Think mobile
Two-way engagement has pros and
cons. You’ve been warned!
Traffic builds during
week. Peak Thursday,
Friday 1pm to 4pm
Avoid late
morning Monday
to Wednesday
Frequency
Timing
Optimal 2 posts per
day. Engagement
drops thereafter
Need to know
Audience
Broad. Getting older.
30% is 25 to 30 years.
60% female
Weekend:
Saturday, Sunday
noon to 1pm
70% of Australians use FacebookSMART | Strategy * Media * Authenticity * Results * Team

45. SMART | Strategy * Media * Authenticity * Results * Team
Print publications

46. Website
Central channels
Intranet
Social: secondary
channels
Facebook
§ Main page
§ Alumni group
§ Other pages
as required
Social: primary
channels
LinkedIn
§ Main account
§ Other accounts
as required
Traditional
channels
Twitter
YouTube
Email
newsletter
Google+
Instagram
§ Print
publications
§ External media
§ Advertising
(print/digital)
§ Other
SMART | Strategy * Media * Authenticity * Results * Team
Media eco-system

47. SMART | Strategy * Media * Authenticity * Results * Team
Account register

48. SMART | Strategy * Media * Authenticity * Results * Team
Making it real

49. SMART | Strategy * Media * Authenticity * Results * Team
Metrics that matter

50. SMART | Strategy * Media * Authenticity * Results * Team
Kitting up #MOJOCON on Facebook

51. SMART | Strategy * Media * Authenticity * Results * Team
Resourcing

52. SMART COMMUNICATOR™ WORKSHOP
What is
success?

53. SMART | Strategy * Media * Authenticity * Results * Team
DIY Newsroom™

54. SMART COMMUNICATOR™ WORKSHOP
What did we
learn today?

55. SMART COMMUNICATOR™ WORKSHOP
Next steps

56. WANT TO LEARN MORE?
3. Email me at stuart@flametreemedia.com.au
1. Sign up to our newsletter at flametreemedia.com.au
2. Follow us on social media
The SMART™ methodology (Strategy, Media, Authenticity, Results, Team) and Smart
Newsroom™ are the intellectual property of Flame Tree Media. August 2017.