Light up your communications the SMART way
- 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
- 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
- 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
- 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.