communicating stem 2010 fiachra o marcaigh-amas
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.TRANSCRIPT
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Communicating STEM 2010
May 2010
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Presentation content
• Background• Online trends• The social media mega-trend• What it means for you• What to do
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Background
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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)
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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
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Key internet trends and statistics
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State of the Net: the publicationAMAS blog
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Trends
Broadband growth
Smart phones
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Marketing moves online
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Young people online
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Web 1.0
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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
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Online audiences“I don’t have to go out and find news, products or services. I expect them to find me.”
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Social media
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Social Media Revolution
http://www.youtube.com/watch?v=NhPgUcjGQAw
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Primary global social network for individuals
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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
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Primary social network for businesses, professionals
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• 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
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World’s leading micro blog
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• 100 million users worldwide
• Informal focus
Relevance?• Brand / awareness builder• News channel• Events• Creating a buzz online
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What it means for you
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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
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Greenpeace: uses social media for advocacy and to build awareness
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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
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Pilot Training College
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Ideas Campaign
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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
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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?
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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
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What you need to do
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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?
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Online projects- structured approach
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Use free tools
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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
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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
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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
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The future...
...and there for you to use