fed press ottawa december presentation
DESCRIPTION
This is the presentation I gave at the Federate Press event in Ottawa on December 13th, 2010. Thanks to CBC Radio for use of the news clip.TRANSCRIPT
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Getting Ready for Social Media
Mike Spear
Director of Corporate Communications
Genome Alberta
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• Former journalist with a CBC President's Award, Farm Writers' Award, CBC Peer awards and RTNDA awards for my programs or newsrooms. Currently working on a network radio pilot program
• SysOp with CompuServe of Columbus, Ohio in the 90’s
• Published in peer-reviewed journals
• I've owned a Newton, Palm, and an iPAQ
• Part of our National genetics and society team
• Live outside high-speed internet or cell data plans
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• Genome Alberta is a not-for-profit research funding organization
• Funded by 2 levels of government, academic institutions and industry
• Our communications goals centre on:• Awareness• Education• Position Genome Alberta as a source of information• Prepare for later
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I share my genome
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• “Social Media is not a fad – it is a fundamental shift in the way we communicate”
• The technology is new with better speed, reach, and scope
• The how, where, when, what, and to whom has not changed
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Words spreads fast and you need to be there:
Mp3:
Wav:
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Audience is Key to Strategy
• No high speed internet• Strong sense of
community
• Little interest in social media
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Go back to the basics to integrate your communications strategy
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Choosing the tools:
You Must Enter the Tiger's Den to Catch the Cubs
Madison Avenue has always known to enter the culture where you want to compete
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Social Networks are not new:
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“ The peculiar challenge then, is for us digital immigrants – many of whom are in positions to determine how news is assembled and disseminated – to apply a digital mindset to a set of challenges”
Rupert Murdoch
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Government & non-profits tend to polarize.
We need more ways to reach out.
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Knowledge is only one factor among many influences that are likely to guide how individuals reach judgements, with ideology, social identity and trust often having stronger impacts”
Bubela, Nisbet et al. (2009) Nature Biotech
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"Strengthening ( Internet) network culture construction and management," ..... "will help extend the battlefront of propaganda and ideological work. It is good for increasing the radiant power and infectiousness of socialist spiritual growth."
Hu JintaoPresident of China
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Moral incentives need to replace material incentives.
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Give-a-Gene
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Templates, stories, layout, features, and content, can be edited on the fly.
Pushes material to the web, Twitter, and is re-usable in other communications tools
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• Integrate, Integrate, Integrate
• Reuse, Recycle, Reduce
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We chose SM route because:
• Cheap• Easy• Intuitive• Replaces other tools• Risk free
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PlanningSocial Media Research 8-25 hoursSocial Media Planning 10-20 hours BlogCreation 10-15 hoursDevelopment 40 hoursMaintenance 5 hours/week LinkedIn Creation 1 hourDevelopment 5-15 hours Maintenance 3-10 hours/week Facebook (Fan or Group Page)Creation 3-12 hoursDevelopment 10-50 hoursMaintenance 7-15 hours/week
TwitterCreation 1 hourDevelopment 15-40 hoursMaintenance 3-7 hours/week
YouTube (branded channel)Creation 3 hoursDevelopment 5-20 hoursMaintenance 2-7 hours/week
One and a half staff needed to look after social media channels
from a blog post by James Bennett, Head of Content, Melcrum
So how can you prevent social media from sucking up all your time?
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GenOmics - Twitter - blog - DNA network - Homepage
Twitter - blogs - Newsletter – influencers - homepage
Blog / GenOmics - media - Twitter
Picasa – AAET - BioAlberta - blog - GenOmics
Newsletter – Twitter – GenOmics - Influencers
YouTube - GenOmics - blog - partners
Slideshare - Homepage - Twitter - GenOmics
RSS - blogs – GenOmics
Wikipedia – Other Genome Centres
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David & Goliath
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@mikesgene
http://facebook.genomealberta.ca
http://www.genomealberta.ca/blogs
http://www.slideshare.net
or
http://mediamargins.com