Brock University – Foundations of Sustainability Science and SocietyPresentation & Workshop | Nov. 28 2016by Laura Dunkley www.lauradunkley.com

COMMUNICATION The journey to now and beyond

COMMUNICATION The journey to now and beyond

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?

THEN

NOW

https://en.wikipedia.org/wiki/Newsroom

http://bestreviews.com/best-computer-desks#history-of-the-computer-desk

“Art is not what you see, but what you make others see.” –Edgar Degas

Painting by John Lennox Butcher

MEDIUM is the MESSAGE – Marshall McLuhan

Read More - http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm

John Lennox Butcher (1914-2001)

CONTENT CREATIONTHEN

DIGITAL DISRUPTION

• 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

TOOLBOX for COMMUNICATIONS

ContentDistributionPlanningManagement

CON

TENT

CRE

ATIO

N no

w E-Newsletter

Blog

Photos

Presentations

Maps

Graphs

Videos, Webinars

Podcasts

Whitepapers

Illustrations

Project

INF

OGRA

PHIC

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/

Dove.com/RealBeautySketches

Ref: http://www.imediaconnection.com/content/34417.asp#CtD4cGtW5Cm9qohr.99

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

Clim’WayCreate a climate plan to reduce greenhouse gas emissions http://climway.cap-sciences.net/us/index.php

GAM

ES

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

Timely Creative

Voice

Tonehttp://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/

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

Content is King

•Unexpected•Get to the Point•Emotions

• Tell a story• Timely• Relevant

• 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

THE PLANCommunications • Background

• Situational Analysis• Strategy• Goals • Objectives • Evaluation Method• Tactics• Timeline• Risks &

Assumptions• Budget

CHALLENGES

• 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

BEST PRACTICES

• 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

KEY TAKEAWAYS

•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

SUSTAINABILITY

Challenges & Opportunities

• 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