aligning communication strategies across your institution
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ALIGNING COMMUNICATION STRATEGIES ACROSS YOUR INSTITUTION
UTS CASE STUDY - 15 August 2012Izanda Ford, David Phillips
Fancy intro
• Guerillas• Pirates• Inflexible culture
PIRATES
Communication is…
COMMUNICATION IS…
Communication isn’t important…
• Just ignore it
Communication is important…
• But doesn’t need to be resourced
NO RESOURCES
Communication is important…
• Too important to share with other faculties or units
TERRITORIAL
Communication is important…
• too important to be changed by the emergence of new channels
NEW CHANNELS?
Building a culture open to social media and emerging channels
PRINT MINDSET
Communication is all about saying things…
• Not about whether anyone is listening
…BUT WE SENT IT OUT!
If your communication strategy doesn't cover an end-user need…
• Then a grass-roots solution will emerge
GRASS ROOTS MOVEMENT
How do you turn the pirates into your personal navy?YOUR PERSONAL NAVY
Building a culture open to social media and emerging channels
• Ultimo Coffee Mornings• http://ucm.posterous.com/
ULTIMO COFFEE MORNINGS
http://ucm.posterous.com/
Building a culture open to social media and emerging channels
• Email marketer training
EMAIL MARKETER TRAINING
Building a culture open to social media and emerging channels
Social Media Training for Academics
SOCIAL MEDIA FOR ACADEMICS
Building a culture open to social media and emerging channels
• Social Media Training for units / faculties
SOCIAL MEDIA FOR UNITS AND FACULTIES
Tragic but familiar example
• Start with the business need• Do the communication plan• Someone reminds you of the end-user• Slight modification to the plan• Done!
PROJECT, MEET YOUR END USER
Case Study• Here’s the website we
built• Please communicate
it.• Can we look at
branding and usability?
• Oh, okay. But most of it is done, so there’s not much scope to change it.
LIPSTICK, MEET YOUR PIGS
Better: user first.- Newsroom
- Start with user profiles / stories- Build the information architecture / content with the user tasks
in mind
- Public website- Comprehensive audit of existing content - User profiles / stories (based on some of the work done on the
Newsroom)- Wireframing and user testing of wireframes- Design feedback- Currently migrating content
INCLUDE THE USER AT THE START
Getting the most out of your resources
• Raising the base level of comms skill in non-comms staff so that they can become semi-autonomous, checking in less often, but with better overall results
• Having established the benefits of comms, add dedicated comms staff to different areas (eg Master Plan, RIO, Housing)
• Demonstrating the value to the manager
SEND YOUR NAVY OUT
Finding the stakeholders
Start with the people you’ve already recruited into your navy.For a new project, you might not know anyone, but one of your ex-pirates might.Run seminars on a regular basis, promote them through every channel you can, giving people a chance to self-identify as future comms experts
USE YOUR PIRATE CONNECTIONS
Working across multiple stakeholders
• Any real project will involve not just one of your sailors, but multiple parts of the university
DELIBERATE VISUAL PUN
Getting manager buy-in
• Get something up and running• Minimum viable product• Once you have something to demonstrate, it’s
much easier for a sailor’s manager to justify the resourcing to their manager.
MANAGER BUY-IN
Opportunities
• End of project: celebrate what you’ve achieved.• Promote it via the comms channels you already
have (low cost)• Give people additional stories to include in their
workplan; help them with professional development
• Make sure you’re telling senior management about these successes. Be generous with giving credit to your navy.
OPPORTUNITIES
QuestionsQUESTIONS?
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