the journey to now and beyond - communications
TRANSCRIPT
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Brock University – Foundations of Sustainability Science and SocietyPresentation & Workshop | Nov. 28 2016by Laura Dunkley www.lauradunkley.com
COMMUNICATION The journey to now and beyond
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COMMUNICATION The journey to now and beyond
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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?
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THEN
NOW
https://en.wikipedia.org/wiki/Newsroom
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http://bestreviews.com/best-computer-desks#history-of-the-computer-desk
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“Art is not what you see, but what you make others see.” –Edgar Degas
Painting by John Lennox Butcher
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MEDIUM is the MESSAGE – Marshall McLuhan
Read More - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm
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John Lennox Butcher (1914-2001)
CONTENT CREATIONTHEN
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DIGITAL DISRUPTION
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• 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
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TOOLBOX for COMMUNICATIONS
ContentDistributionPlanningManagement
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CON
TENT
CRE
ATIO
N no
w E-Newsletter
Blog
Photos
Presentations
Maps
Graphs
Videos, Webinars
Podcasts
Whitepapers
Illustrations
Project
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INF
OGRA
PHIC
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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/
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Dove.com/RealBeautySketches
Ref: http://www.imediaconnection.com/content/34417.asp#CtD4cGtW5Cm9qohr.99
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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
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Clim’WayCreate a climate plan to reduce greenhouse gas emissions http://climway.cap-sciences.net/us/index.php
GAM
ES
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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
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Timely Creative
Voice
Tonehttp://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/
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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
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Content is King
•Unexpected•Get to the Point•Emotions
• Tell a story• Timely• Relevant
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• 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
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THE PLANCommunications • Background
• Situational Analysis• Strategy• Goals • Objectives • Evaluation Method• Tactics• Timeline• Risks &
Assumptions• Budget
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CHALLENGES
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• 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
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BEST PRACTICES
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• 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
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KEY TAKEAWAYS
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•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
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SUSTAINABILITY
Challenges & Opportunities
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• 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