View
1.208
Download
0
Category
Tags:
Preview:
DESCRIPTION
New media, new challenges. Fiachra Ó Marcaigh of AMAS describes trends driving internet communications, the mega-trend of social networking, what these mean for for communicating science, technology engineering and maths (STEM) and what STEM communicators need to do - and watch out for - in using these new media channels.
Citation preview
www.amas.ie
Communicating STEM 2010
May 2010
www.amas.ie
www.amas.ie
Presentation content
• Background• Online trends• The social media mega-trend• What it means for you• What to do
www.amas.ie
Background
www.amas.ie
A brief introduction…. Past• Online since 1989• Journalist and editor, The Irish Times• Digital media start-up:
Online.ie, IrishAbroad.com
Present• Director, online consultancy AMAS• Extensive work with DSE• Non-profit roles
- Project Management Institute- User Experience Working Group of IIA- Interaction Design Association
• Ideas Campaign (2009)
www.amas.ie
Best practices for communicating STEM
1. Collaboration: Work with others. 2. Empowerment: Create opportunities for teachers to excite
students about science.3. Enthusiasm: Be an enthusiastic advocate for science in your
community.4. Planning: Be aware of other science communication programmes.5. Context: Be aware that those least interested in science often
have great influence.6. Community Engagement: Encourage volunteering.7. Gender Awareness: Disarm social and gender biases.8. Evaluate: Assess the behavioural change being achieved. 9. Technology: Use SMS, blogging, webcasting and social networking
sites. 10. Change Behaviours.
www.amas.ie
Best practices for communicating STEM
1. Collaboration: Work with others. 2. Empowerment: Create opportunities for teachers to excite
students about science.3. Enthusiasm: Be an enthusiastic advocate for science in your
community.4. Planning: Be aware of other science communication programmes.5. Context: Be aware that those least interested in science often
have great influence.6. Community Engagement: Encourage volunteering.7. Gender Awareness: Disarm social and gender biases.8. Evaluate: Assess the behavioural change being achieved. 9. Technology: Use SMS, blogging, webcasting and social networking
sites. 10. Change Behaviours.
Online channels can directly support
best practices
www.amas.ie
Key internet trends and statistics
www.amas.ie
State of the Net: the publicationAMAS blog
www.amas.ie/blog
www.amas.ie
Trends
Broadband growth
Smart phones
www.amas.ie
Marketing moves online
www.amas.ie
Young people online
www.amas.ie
Web 1.0
www.amas.ie
Web 2.0 - digital portfolio
Social networks
Content sharing
Syndication
Your website(s)
Email newsletters
Social bookmarks
Blogs
User-generated content
Search engine profile
Multiple channels to build awareness andcommunicate STEM
www.amas.ie
Online audiences“I don’t have to go out and find news, products or services. I expect them to find me.”
www.amas.ie
Social media
www.amas.ie
Social Media Revolution
http://www.youtube.com/watch?v=NhPgUcjGQAw
www.amas.ie
Primary global social network for individuals
www.amas.ie
Facebook• 430 million users worldwide, half use
it each day• 1.5 million users in Ireland, 700,000
use it each day• Third of users 35+
Relevance?• Communications• Events• Interaction• User-generated content
Number of Irish Facebook accounts
www.amas.ie
Primary social network for businesses, professionals
www.amas.ie
• 60 million users worldwide• B2B focus
Relevance?• Networking• Knowledge sharing• Brand builder• Events
Source: 2009 Irish Online Marketing Sentiment Survey, Marketing Institute of Ireland/AMAS
www.amas.ie
World’s leading micro blog
www.amas.ie
• 100 million users worldwide
• Informal focus
Relevance?• Brand / awareness builder• News channel• Events• Creating a buzz online
www.amas.ie
What it means for you
www.amas.ie
Benefits to STEM communicators
Used well, it can:
• Be a flexible, cost-effective way to create awareness• Become a powerful new communications channel• Enable your organisation to punch above its weight• Support and enhance other communication channels• Build and deepen relationships with audiences
The Internet is:
• The lowest-cost channel• The quickest way to establish or lose
credibility
www.amas.ie
Greenpeace: uses social media for advocacy and to build awareness
www.amas.ie
Hairy Baby clothing
• Established in 2004 in a shed in Cork
• Today have over 5,500 fans on Facebook
• Fans post pictures of themselves wearing Hairy Baby clothing and give suggestions for new products
www.amas.ie
Pilot Training College
www.amas.ie
Ideas Campaign
www.amas.ie
The issues…
• How to make sense of the digital landscape?
• How to manage multiple channels?• How to run effective online
communication campaigns with tangible returns?
• How to do more with less?• How not to side-tracked by the latest
online fad?Not every organisation needs to use every
new media channel - prioritise
www.amas.ie
More issues…
• How to manage expectations?• Where does the Internet and social
media fit into overall communication plans?
• What are the best channels?• How to use the Internet to support
events and offline campaigns?• How to stop (or avoid) being a busy
fool?
www.amas.ie
Reputation management and other risk
• Cannot control what is said about you
• Need for great care on privacy, data protection
• Governance, guidelines and training
Bill Gates
www.amas.ie
What you need to do
www.amas.ie
Know your audiences
• Who are your primary audience?
• Who are your secondary audiences?
• What are the specific goals of each audience?
• What will draw and hold their interest online?
www.amas.ie
Online projects- structured approach
www.amas.ie
Use free tools
www.amas.ie
Write for the Web
• Conclusion first• Then supporting
material• Finally – background
Conclusion
Supporting material
Background
Write to be read
• Help people to scan• Break content into chunks• Label and signpost
Write to be found• Search engines are vital
www.amas.ie
Search is key
• 80% of new traffic starts with search
• Sites that are not search-friendly are almost invisible
• It is much more expensive to promote offline
• Search requires work, but it is not magic
www.amas.ie
What to do?
• Take a strategic approach• Invest in online communications• Start with the basics
• Identify your online audiences • Set out your branding and key messages for audiences• See where online can add value to current activity• Listen and learn to prepare to join in • Adopt proven communication techniques• Put your self in the mindset of the new channels
www.amas.ie
The future...
...and there for you to use
Recommended