5th Annual Alberta Communications Forum

TRADITIONAL MEDIA

MEETS SOCIAL MEDIA

Diane Bégin, NAIT Corporate Communications

5TH ANNUAL ALBERTA

COMMUNICATIONS FORUM

FEBRUARY 22, 2010

Source: http://www.time.com/time/covers/0,16641,19940725,00.html

THE INTERNET TOOK OFF

The @briansolis Conversation Prism is just a fraction of SM. It's a starting point. Go to each

& search your org for conversation. #cprs2009 9:18 AM Jun 8th, 2009

It's the listening that separates SM experts from SM theorists. #cprs2009

9:16 AM Jun 8th, 2009

Who owns social media? Every dept of an org does - they must all socialize. BUT PR has to

be the resource centre for everyone. #cprs2009 9:14 AM Jun 8th, 2009

No one is better at communicating in social media than communications veterans. SM is just

a tool. Still just conversation. #cprs2009 9:05 AM Jun 8th, 2009

Conversations have been happening since the beginning of time. Social media now allows

you to find them. @briansolis #cprs2009 8:56 AM Jun 8th, 2009

From @briansolis Press release is over 100 yrs. Officially it still sucks. #cprs2009

8:54 AM Jun 8th, 2009 from Twittelator

BRIAN SOLIS @ 2009 CPRS NATIONAL CONFERENCE

TRADITIONAL MEDIA MEETS SOCIAL MEDIA

• Traditional media relations = relationship between communicator &

broadcast & print journalists

• Content creation: advisory, release, backgrounder, speaking notes,

Q & A, report/document, pictures, expert interviews...

• Other corporate communications content: website, articles, videos,

interviews...

• Repurposing generated content for various social media

• Social media should be integrated into planning and where possible

supplementing most communications efforts

PERSONALITY

www.briansolis.com/2009/05/significant/

OVERVIEW OF THE PRESENTATION

• NAIT corporate communications social media history

• Communications planning

• Ten social media tactics

• Five lessons learned

• Tracking and measurement

• My three favourite social media tools

TODAY

• Social media advisory

committee (reputational vs.

academic)

• NAIT social media guidelines

• NAIT.ca/socialmedia• Blogs• Facebook

(profiles, groups, pages)• Flickr• Instant messaging• iTunes• Open Table• RSS• Twitter• YouTube

COMMUNICATIONS PLANNING

• Formula includes:

Listen, Content, Technology, Metrics, Manage risks

• Audiences: government, business and industry, alumni, donors,

friends, community organizations and students

• Included in various sections + its own section

• Blogging

• Blogger relations

• Social tools

• Community relations

• Social media news release & social media newsroom

(p. 266, PR 2.0 Breakenridge interview with Solis)

• Vision 2013-14: NAIT will be a local leader in social media as

it will be integrated in all of our communications.

COMMUNICATIONS PLANNING cont.

Objectives:

• Enhance the newsroom & news releases to be more social media

friendly.

• Build on blogger relations.

• Continue to build an active presence within the social media

community.

• Expand current social tools and seek other opportunities with

social/technology trends in mind.

• Encourage a blogging format for content being created within our

team and in other departments.

• Establish benchmarks and measurement methods to inform

future social media strategies that meet business objectives.

TEN SOCIAL MEDIA TACTICS

1. Create content even when you don’t get the call.

www.nait.ca/44782.htm

www.youtube.com/techlifemag

2. Provide and repost content.

communities.canada.com/edmontonjournal/blogs/eatmywords/archive/2009/12/16/de-boning-a-turkey.aspx

twitter.com/NAIT/status/6802914579

TEN SOCIAL MEDIA TACTICS cont.

3. Address other unexpected social media opportunities.

www.flickr.com/photos/nait

TEN SOCIAL MEDIA TACTICS cont.

4. Post once and have it feed to multiple sources.

TEN SOCIAL MEDIA TACTICS cont.

www.nait.ca/newsroom

www.nait.ca/socialmedia

www.twitter.com/nait

www.linkedin.com/groups?gid=1413867&trk=myg_ugrp_ovr

www.techlifemag.ca

5. Make social media part of the story.

www.youtube.com/watch?v=BTGViXjN8Fk

TEN SOCIAL MEDIA TACTICS cont.

6. Whenever possible reuse content and post elsewhere.

en.wikipedia.org/wiki/Avro_arrow

www.techlifemag.ca

twitter.com/NAIT/status/6669267608

TEN SOCIAL MEDIA TACTICS cont.

7. Always be looking and ready for opportunities.

www.edmontonjournal.com/news/NAIT+workshop+aims+prevent+school+shootings/2133163/story.html

TEN SOCIAL MEDIA TACTICS cont.

8. Tailor content and make it convenient for bloggers.

TEN SOCIAL MEDIA TACTICS cont.

9. Involve many colleagues and create a similar brand for your channels.

www.twitter.com/NAIT/naitaccounts

www.nait.ca/facebook

TEN SOCIAL MEDIA TACTICS cont.

10. Co-brand your personal presence with your organization.

TEN SOCIAL MEDIA TACTICS cont.

www.twitter.com/kvern

FIVE LESSONS

1. Be a real person.

www.twitter.com/nait

FIVE LESSONS cont.

2. Be willing to poke fun at yourself.

www.connect2edmonton.ca/forum/showthread.php?p=122600#post122600

FIVE LESSONS cont.

3. Don’t get put off by swearing.

FIVE LESSONS cont.

4. Face-to-face interaction is just as important as online.

www.twitter.com/edmontontweetup

FIVE LESSONS cont.

5. Most comments are neutral.

• 3% positive, 2% negative, rest is neutral (Georgia Tech case study

by KD Paine)

TRACKING AND MEASUREMENT

• Media Relations Points (MRP)

• Twitter:

• Publish Date

• User

• Location

• Prov

• Type (if known)

• Followers (similar to reach)

• Positive/Negative/Balanced

• Comment + Notes

• Action

OTHER REPORTED METRICS

• YouTube (video + channel views)

• Flickr (image + video views)

• Twitter (followers + click throughs)

• Facebook (fans)

• Highlights!

MY THREE FAVOURITE SOCIAL MEDIA TOOLS

• SlideShare slidecasts

(PD: Paradox of our Profession: Valuable but not Valued, Dr. Terry

Flynn, McMaster University, 52:53)

• Flickr application + functionality

• LinkedIn applications (SlideShare, blog, events, TripIt, box.net)

CONTACT

Diane Bégin, Communications Specialist, NAIT

[email protected]

780.491.3142

www.twitter.com/dibegin

www.linkedin.com/in/dibegin

www.delicious.com/dibegin

www.slideshare.net/dibegin

www.facebook.com/dianebegin

www.wheretobegin.ca