the social media revolution
TRANSCRIPT
Communicating in a connected world
Kevin NelliesHead of Online Communications : International Energy Agencywww.iea.orgTwitter: @iea_oecdFacebook: www.facebook.com/InternationalEnergyAgency
What are we going to talk about:•Communicating with audiences in the 21st century•Look at the new IEA website (launch summer)•Writing for the Web
The social web in BIG numbers
• YouTube to serve 700 billion YouTube video views in 12 months• Facebook 518 million users• Twitter 200 million users
80% of UK online population visit social networking sites
The challenge:
“The boundaries of Government and public sector organisations are under assault by new patterns of communication regardless of howthe individual technology pieces change”
Communications old style
• messages “pushed”
• press releases, reports etc
• one-way communication
• no feedback or dialogue
Markets are Conversations
But for government/public services & knowledge organisations to be effective they must be as well
Integrating Social Media
• doesn’t “replace” your communications strategy
• but also not add-on or “bauble”
• social media should be integrated into strategy
• part of strategy DNA
#1: Use a blog to tell your story
Treat your blog like the digital printing press that it is. Use text, photos and videos to tell stories of the impact you’re having on the community or the world. Make it personal, make it real, link it into you website and other social media streams.
#2: Make sure your stories/press releases are shareable
Use tools like the retweet button, Facebook like button, and Share This to allow your visitors to quickly share your story with their networks.
#3: Make it easy to subscribe to your stories
Make your RSS feed impossible to miss by putting it “above the fold” and highlighting it.
Subscribe to our news feed
#4: Use video to tell your story
Informal videos can be incredibly persuasive in selling your messages
#5 Create a Facebook Group for your cause
get involved with the half-billion–plus people currently using Facebook
#6 Post photos or videos on Facebook and “tag” staff, volunteers or contacts
This will draw attention to their good work and spread your message to their friends. Use this strategy judiciously.
#7: Use Facebook Events and LinkedIn Events to spread the word
These powerful social networks allow you to promote your events for free and make it easy for people to share events with friends and colleagues.
#8a: Use Twitter
• aggregate press releases
• use Twitter stream as live “message center”
• Tweet to engage with followers with links
• Twitter lists to follow journalists & bloggers
#8b: Start conversations around twitter hashtags
If your audience is active on Twitter, start a conversation around a hashtag to get people talking,
#9: Improve conversations and collaboration with a wiki
By using a free or inexpensive wiki, colleagues can be kept up-to-date on changes and work collaboratively from remote spots.
10# Put your presentations online with SlideShare
If your organisation puts on presentations to raise awareness then make that work go further by posting your slides to SlideShare, the “YouTube of presentations.”
• Letting their people work socially rather than assume in advance that none of it is of any use to you
• Making resources go further by encouraging employees to embrace and develop their personal brands
So organisations should think about doing this
I nearly forgot to achieve this we need to start thinking in terms more of these...instead of our traditional communications roles
Key Points Summary
ointegrate social media into your strategy
ocross-promote platforms to build traffic and aggregate
oengage with your target audiences
omeasure results to fine-tune your strategy
So let’s make sure we are not still partying like it’s 1999
And that we are communicating for this century