Brock University – Foundations of Sustainability Science and SocietyPresentation & Workshop | Nov. 28 2016by Laura Dunkley www.lauradunkley.com
COMMUNICATION The journey to now and beyond
COMMUNICATION The journey to now and beyond
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?
THEN
NOW
https://en.wikipedia.org/wiki/Newsroom
http://bestreviews.com/best-computer-desks#history-of-the-computer-desk
“Art is not what you see, but what you make others see.” –Edgar Degas
Painting by John Lennox Butcher
MEDIUM is the MESSAGE – Marshall McLuhan
Read More - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm
John Lennox Butcher (1914-2001)
CONTENT CREATIONTHEN
DIGITAL DISRUPTION
• 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
TOOLBOX for COMMUNICATIONS
ContentDistributionPlanningManagement
CON
TENT
CRE
ATIO
N no
w E-Newsletter
Blog
Photos
Presentations
Maps
Graphs
Videos, Webinars
Podcasts
Whitepapers
Illustrations
Project
INF
OGRA
PHIC
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/
Dove.com/RealBeautySketches
Ref: http://www.imediaconnection.com/content/34417.asp#CtD4cGtW5Cm9qohr.99
Sea Life AquariumThis 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-attractionAUGM
ENTE
D RE
ALIT
Y
Clim’WayCreate a climate plan to reduce greenhouse gas emissions http://climway.cap-sciences.net/us/index.php
GAM
ES
Face-to-Face Conversations
#Timeliness#Priceless61% of Generation Z prefer real conversations
IN P
ERSO
N
http://www.ragan.com/Main/Articles/Infographic_How_Generation_Z_uses_social_media_51130.aspx
Timely Creative
Voice
Tonehttp://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/
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
Content is King
•Unexpected•Get to the Point•Emotions
• Tell a story• Timely• Relevant
• 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
DIST
RIBU
TION
THE PLANCommunications • Background
• Situational Analysis• Strategy• Goals • Objectives • Evaluation Method• Tactics• Timeline• Risks &
Assumptions• Budget
CHALLENGES
• 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
BEST PRACTICES
• 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
KEY TAKEAWAYS
•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
SUSTAINABILITY
Challenges & Opportunities
• 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 GraphicsEA
RNED
PA
ID
O
WN
EDDISTRIBUTION CONTENT
• RESEARCH • PLAN• MANAGE • EVALUATE
COMMUNICATIONS PLAN
BackgroundSituational
AnalysisStrategy
GoalsObjectives
Evaluation MethodTactics
TimelineRisks & Assumptions
Budget
www.lauradunkley.com
The Hub
Top Related