Modern communication methods provide the education sector with the potential for unprecedented reach. But ... the school yard is a minefield of reputational threats, not the least those fuelled by unchecked social media. Here's how to win.
2. SMART COMMUNICATOR WORKSHOP
Agenda
§ Communications landscape
§ Social media
§ Technology
§ Trust
§ Your context
§ The SMART™ approach
§ Content audit
§ Audience ID
§ Choice of media, channels
§ Media eco-system
§ Next steps
3. SMART COMMUNICATOR WORKSHOP
Today’s
outcomes
This is an opportunity to unpack the
state of your communications.
How can your sector better deploy the
weapons of mass communication to
serve the school community?
How can this be done in a simple,
strategic and sustainable way, one
that will put your school at the front of
the pack in the education sector – and
nurture its reputation, built over
generations?
6. COMPETING IN ATTENTION ECONOMY
Communication breakdown
Organisations and their leaders are 1. overwhelmed; 2. dissatisfied about the ROI on their comms
efforts; and there 3. not getting the recognition they deserve.
9. FORCES OF CHANGE
2. Social media
15 million unique
Australian visitors
15 million monthly
active users*
4.5 million4.4 million
9 million 6.3 million
270,000
§ WeChat - 2.9 million
§ What’s App – 6 million
* Social Media Statistics Australia, June 2018
10. FORCES OF CHANGE
2. Social media
FRIGHTENING FACEBOOK FACTS
§ 15 million Australians (60 per cent)
§ 1 in 2 Australians use it every day
§ Biggest bracket, 25-39 year olds (6.1 million)
§ 2.01 billion globally (1.23 billion daily)
- Social Media Australia Statistics, June 2018
11. FORCES OF CHANGE
2. Discerning social media
We are addicted to social media – but are we waking up to its spell on us? “Pull to refresh” gives
kids a dopamine rush similar to playing pokies. Scientists say it is rewiring our brains. And
even those who most use social media do not trust it.
FACT #1
On average, we will
spend more than 5
years of our lives
on social media
- Mediakix, 2017
FACT #2
We spend 135
minutes per
day on social
media
- Statista, 2017
FACT #3
More than 40 per cent
of teens sleep less than
7 hours because
sneaking time with
their smartphones
- US study, 2017
FACT #4
Of 100,000 Facebook
posts, more than half
received two or less
shares, likes or
comments
- Moz/BuzzSumo,2017
12. FACT #2
Every Australian spends
an average of 28 hours
per month on a smart
phone
- Nielson, 2016
FORCES OF CHANGE
3. Mobile
obsession
FACT #1
Users in affluent countries, touch
their mobile phones 2600 times a day
- The Economist, 2018
13. FORCES OF CHANGE
4. Video
FORECAST
Online videos will account for more
than 80 per cent of all consumer
internet traffic by 2020
- CISCO, 2017
14. FORCES OF CHANGE
5. Who do you trust?
“Company content” is twice
as trusted when existing
relationship
80 per cent of people want
CEOs to speak out across a
range of issues
20 of 28 countries are “distrusters”,
including Australia
* Edelman Trust Barometer, 2018
25. Controlling “car
park conversation”1
WHAT’S DIFFERENT IN YOUR SECTOR
Education challenges
Increasing
competition2 Reputational
threats3
Lack of strategy
5 Social media.
Aaaagh!6 Parent
communications7
Government
policy4
26. Cyber-security,
personal data breach*1
7 REPUTATIONAL THREATS
Education is a minefield
Social media
scandal2 Student tragedy
(on or offsite)3
Poor academic
performance5 Staffing acting unethically,
inappropriately, illegally6 Internal division about
school’s direction7
Incident involving
teacher, student4
* Flame Tree Media survey, 2018
32. SMART | Strategy MEDIA Authenticity Results Team
Choice of media
33. Website
Central channels
Intranet
Social: secondary
channels
Facebook
§ Main page
§ Alumni group
§ Other pages
as required
Social: primary
channels
LinkedIn
§ Main account
§ Other accounts
as required
Traditional
channels
Twitter
YouTube
Email
newsletter
Google+
Instagram
§ Print
publications
§ External media
§ Advertising
(print/digital)
§ Other
SMART | Strategy MEDIA Authenticity Results Team
Media ecosystem SAMPLE
34. SMART | Strategy MEDIA Authenticity Results Team
Your media ecosystem
35. SMART | Strategy MEDIA Authenticity Results Team
Choice of channels
36. SMART | Strategy MEDIA Authenticity Results Team
Website, online
42. SMART | Strategy Media AUTHENTICITY Results Team
Creating a community
Distributing helpful, relevant and engaging content builds a sense of community and
belonging. This is about real storytelling.
43. SMART | Strategy MEDIA Authenticity Results Team
Your media ecosystem
44. SMART | Strategy Media Authenticity RESULTS Team
Metrics that matter
45. SMART | Strategy Media Authenticity RESULTS Team
Kitting up
#MOJOCON on Facebook
