IT Communications and Rockstars

Mary Kathryn RobertsManager, Strategic Communications

Carleton University

IT PROJECTS

Strategy and Organizational

ChangesWebsite

OutagesTraining and Workshops

Service Promotion

Events Other

Changing landscapesBrand and reputation

Plan | PracticeAudiences | FansContent | MusicChannels | Tour

Evaluate | Reminisce

4

Changing Landscapes

1. Social Media2. Information Overload3. Heightened Expectations

You don’t have to be everywhere. Know where your audience is.Quality over quantity.

“When we are no longer able to change a situation we are challenged to change ourselves.”

- Viktor E. Franki

1. Set the Expectation2. Framework for Communications3. Importance of Standards and Resources

Brand and Reputation

Tell stories that align with your IT department’s vision and mission.

“A brand is a story that is always being told.”

- Scott Bedbury

10

Practice = Plan1. Start Planning Early

2. Create Clear Goals and Objectives 3. Gather Resources

The Strategic Part of Strategic Planning

BACKGROUND

STRATEGY

COMMUNICATION GOALS

KEY MESSAGES KEY FEATURES AND BENEFITS

AUDIENCE ANALYSIS

Tactic Vehicle Date Responsibility Notes/Evaluation

Executive level brief

Information Systems Steering Committee

April 6 – Quarterly

CIO presentMK provide key messages

ReactionsQuestions

Review and prepare website including an FAQ section

carleton.ca/ccs/site

April 9 MK Set up dashboard alerts in Google AnalyticsUpdate FAQ as required

The Tactical Part of Strategic Planning

If possible, determines: Point of contact, Services impacted, Time to resolve

Performs initial scope assessment, Posts to generic channels

Prepares message for broadcast, Tweets outage

Contacts include: Department of Communications, Student Services, Registrar’s Office

Issue Discovered

Outage Reported for 1st Phase

Communications

Big Issues Escalated for

Broadcast Communications

Issue is Broadcast to Community as

Necessary

Create an Outage Communications Plan

“The secret is to gang up on the problem, rather than each other.”

- Thomas Stallkamp

Fans = Audience1. Note Characteristics

2. Work with Timing/Schedules3. Address Potential Questions and Issues

Students are….busy

stressedon social media

get a lot of emailtech savvy

Does it matter if they are

on campus vs off campus?

Undergrad vs grad?

“How does this impact me?”

- Your audience.

Tour = Channels

1. Contact Person for Each Available Channel2. Use your Website to its Full Potential3. Leverage Existing Social Media Channels

Twitter Rules• Be polite• Be useful.• Be interesting.• Be social.• Be consistent.• Be a person.

Twitter Plan:• What to tweet. Content strategy.• How often to tweet. Buffer.• Hashtag or no hashtag #nohashtag• How to measure.

Bufferapp.com

“Every time you add something you take something away.”

- 37signals.com

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Music = Content1. Keep it Simple

2. Use Pyramid Writing3. Meet People Where They Are

When, What, WhoFrom Friday June 7 to Monday June 10, Microsoft will be upgrading all Carleton student email accounts.

Why, How (does this affect you)This upgrade will result in a significant storage increase, from 25 GB to 50 GB.

During the upgrade, students will experience a few minutes of service interruption. Access via the Portal and via smartphones will be unavailable during this time.

DetailsTo access your account during the upgrade, (details)

Background InfoLearn more about the upgrade at this website.

“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”

-Hans Hofman

Reminisce = Evaluate1. Know what you’re evaluating2. Do A | B testing

3. Share your lessons learned / success

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“Experience is what you get when you didn’t get what you wanted.”

- Randy Pausch

1. Changing Landscapes. Times they are a changin’.

2. Brand and Reputation. It’s not about what you do, it’s about what people think about what you do.

3. Plan. Have one. Involve people early.

4. Audience – Address potential prejudices. Potential issues. IT knowledge. Be aware of schedule conflicts.

5. Channels - Know what channels work best for each audience and tailor content accordingly. Get social – but keep in mind your resources.

6. Content - Content needs to be tailored to both the audience and to the channel. Use pyramid writing. Simple, clear, concise.

7. Evaluation – Include in the plan. Get feedback. Report. Be even better next time.

Questi ons?Mary Kathryn Roberts

Manager, Strategic CommunicationsOffice of the Vice-President (Finance and Administration)

Carleton University

@HEITcomms