communications master class feb 2013 to share
TRANSCRIPT
Using digital channels to
communicate technical
information with diverse
stakeholder groups
Emma Bryce and Priya Chandra
February, 2013
Where to Start?
The Plan for today• Who are we – introductions
• How we communicate
• The importance of stories
• Digital application of stories
• Wrap up
Why so important?
The goal of effective
communication should be for
the listener to say “Me too!” vs
“So what?” Jim Rohn
The NLP Model of
Communication
• Over 2 million bits
of information per
second
• 7 +/- 2 Chunks
Reference: Tad James
Mihaly Csikszentmihalyi / George
Armitage Miller
Every Second…
• 2 new Linked In members
• 16 new photos on Flickr
• 58 photos posted on Instagram
• 72 new YouTube videos posted
• 5,783 Tweets
• 31,167 Facebook likes
See, Hear, Touch, Logic: VAKAd
• Visual people: use words like “see”, “picture” etc, talk fast and
breathe from their chest. They look UP to access information
• Auditory people: use words like “hear”, “sound” etc. They look
sideways to access information
• Kinaesthetic people: use words like “touch”, feel etc, speak slowly
and breathe from their stomachs. They look DOWN to access
information
• Ad people: focus on facts, data and logic, and also look DOWN to
access information
Bonus Slide – Eye Patterns
Vc = Visual Constructed/Imagined
Ac = Auditory Constructed/Imagined
K = Kinaesthetic
Vr = Visual Remembered/Recalled
Ar = Auditory Remembered/Recalled
Ad = Auditory Digital
As you look at someone…
Their right Their left
The Hierarchy of Ideas
"What is this an Example of?"
"For What Purpose...?"
"What is your intention...?"
"What are examples of this?"
"What specifically...?"
“What else?”
“What is another example?...”
CHUNK UP
CHUNK DOWN
CHUNK ACROSS CHUNK ACROSS
Use of Tools
• The tools available to you
• Buy… Don‟t rent!
Your Story
(you own
this)Facebook
TwitterGoogle +
Linked In
Wikipedia
<Rented>
<Rented>
<Rented>
<Rented>
<Rented>
YouTube
<Rented>
Social Media Brainstorm
• Google Plus
• Linked In
Digital Tools
• Strengths and opportunities
Strengths Weaknesses
Huge audience Edgerank
Accessible after hours Family and friends
Share messages, and images easily Privacy
Instant feedback/interactive You don‟t own it – „rules‟ can change
Targeted group of people Negative feedback
Text, audio, video – a number of mediums Moderation
Arranging social events Content creation
Multiplier effect Multiplier effect
Low cost Business vs personal
Intuitive to use Searchability
Good in a crisis to get information Time consuming
24 x 7 – addictive
Digital foot print - expectations
Strengths Weaknesses
Informative Less engaging
Immediate/fast Immediate/fast
Far broader audience Less intuitive to learn
Retweets Retweets
140 characters 140 characters
Commercial audience sentiment More commercial
Filter
Short urls/links – track how many clicks
Entertaining
Good at an event – hashtags
Emergency management
Chats
Reach influencers
Direct messages
Google Plus
Strengths Weaknesses
Other Google Tools No one‟s heard of it
Circles You have to have a Google account
Hangouts
Segmentation
Better quality of information
Search/SEO
Opportunity for thought leadership
Shared passions
Events
Not as visible – you can make mistakes
Some Insights…
• If it‟s free YOU are the product
• What is your desired outcome?
• Where is your audience?
• Consider timing
• Facebook is about People
• Twitter is about Perspective
• G+ is about Passion
• Linked In is about Profession
It’s all about Change…
According to John Kotter (Change Management
thought leader), the number one condition that will
ensure a change program succeeds is:
A COMPELLING STORY
The Power of a Story…
• The Character
• The Obstacle
• The Goal/victory
• A story…
Measuring Success
• Google Analytics
• Google Alerts
• Bit.ly
• Followers vs. interaction
• Quality vs. Quantity
• How to find the time?
• Handling negativity
• Business case for Social Media
Be Found!
• Update your content
• Authority and trust
• Links to your page
• .gov, .edu and .org are more trusted
• Name your images and match them to your keywords
• Put keywords in ALT text – don‟t leave it blank
• Use headings and sub-headings: H1, H2, H3
• Wordpress is a great tool
• Have great content
• Yoast, SEO
Example (priyachandra.com)
White space
Headings
Key words
Links to social
media
Name images
Wrap Up and the Future…
• Share Learnings
• Compare with Intentions
• What the future holds – open discussion
Some insights on the Future…
• The future is “bite sized”
• Mobile compatible is key
• Use video to tell a story. It is:
– Watchable
– Reusable
– Useful as a series
• Platforms will not be around forever
– Learn the principles
– Don‟t invest too much time or $ in one platform – be nimble
– Your home base/website is the MOST important
• “The Genie is out of the bottle” – people can talk back. Use it!
• A great sense of connection with our audiences
Wrap Up and Questions