Using new and emerging media to reach your audiences · Using new and emerging media to reach your...
Transcript of Using new and emerging media to reach your audiences · Using new and emerging media to reach your...
![Page 1: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/1.jpg)
Using new and emerging media to reach your audiences
Presented by
Stephanie PhilbrickCommunications ManagerVictoria Law Foundation
Wednesday 15 March 2017
![Page 2: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/2.jpg)
• Established in 1967
• Focus of helping the community understand the law
• Better information
About Victoria Law Foundation
![Page 3: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/3.jpg)
Different new and emerging media
• In brief: - Website design - Electronic direct mail (EDMs)
• More fully: - Social media as new media - Different social media platforms
• A quick look at: - Analytics
What we will coverNew and emerging media
![Page 4: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/4.jpg)
Website design
![Page 5: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/5.jpg)
Current best practices for website design include:
• Visual cleanness – lots of white space
• Easy navigation
• Well designed information architecture
• Suggesting additional content that may be of interest to the user (algorithmically driven)
Website designSome guiding principles
![Page 6: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/6.jpg)
Electronic direct mail
![Page 7: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/7.jpg)
• Electronic direct mail = EDM
• Integrated digital outbound contact with a customer or subscriber base
• Not a one-off email approach, but ongoing contact
Electronic direct mail More than a fancy name for email
![Page 8: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/8.jpg)
• Can be highly effective at maintaining engagement and brand awareness
• Can also alienate existing audience members
• Many brands give in to the temptation for self-promotion content
• Tips to prevent this: - Keep content relevant to the needs of your audience- Be careful about frequency – don’t be seen as spam - Ensure that EDM content always offers genuine value to the recipient
Electronic direct mail More than a fancy name for email
![Page 9: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/9.jpg)
• MailChimp – free and premium options
• Campaign Monitor – free and premium options
• Some website CMSs feature their own EDM management modules
• Some website CMSs support integration with the above external services through application programming interfaces (APIs)
Electronic direct mail Commonly used online services
![Page 10: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/10.jpg)
Using social media to reach your audiences
![Page 11: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/11.jpg)
Social mediaWhat are we talking about?• Websites, apps, or other online platforms that allow individual users to share their content and to interact
• Essentially, online self-publishing tools
• Are used by individuals and brands alike
![Page 12: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/12.jpg)
Social mediaWhy are we talking about it?• These online spaces have thrived
• Offer a way of brands meeting audiences where they already are
• Allow true one-on-one communication with audience members
• Different platforms differ in capabilities and user-base
• A very cost-effective way of keeping a brand’s existence and visible and work top-of-mind
![Page 13: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/13.jpg)
Social mediaSome familiar guiding principles Before hitting that post button:
• Be clear on your communication objectives
• Know who your audience is
• Convey key messages clearly and concisely
![Page 14: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/14.jpg)
Social mediaSome familiar guiding principles Brand identity is everything
• Have a consistent look and feel
• Develop a brand voice
![Page 15: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/15.jpg)
Social mediaSome newer guiding principles • Expect to engage one-on-one sooner or later
• Have a plan for if things go wrong
• Aim to understand each platform as a unique space with its own tone
• Add value – aim to be seen as a provider of valuable content
• Don’t spam your followers! They’ve been hard won
![Page 16: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/16.jpg)
Social mediaMeasuring successHelpful success indicators to track include:
• For social media accounts - Number of followers/page likes
• For individual posts - Rate of engagement (through likes/comments/shares) - Reach (organic and total)- Trends in which content types and topics are performing best
![Page 17: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/17.jpg)
Facebook Twitter Instagram LinkedIn Youtube
Social media platformsOverview: the biggies
• Mature platforms • Established user bases • Offer premium ($) marketing options for brand accounts
![Page 18: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/18.jpg)
Snapchat Pinterest Who knows?
Social media platformsOverview: newer contenders
• Smaller or less mature platforms
• Still evolving and finding permanent user bases
• Less well developed brand marketing options (if any)
?
![Page 19: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/19.jpg)
Social media platformsFacebook
Who’s on there? • General public (high market penetration) • Brands and businesses
Why? • To stay in touch with family and friends• To share content they’ve seen • To use Facebook Messenger
What types of content? • Text-only posts• Photos (hosted natively on Facebook) • Videos (hosted natively on Facebook)
![Page 20: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/20.jpg)
Social media platformsFacebook
What content works best? • Posts with text that include either an image, a video or a website preview
• Video content engages users much better if subtitled • Any post that occupies visual space in the user’s feed
![Page 21: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/21.jpg)
Social media platformsFacebook
Pros Cons
• Flexibility in content type • Audience segmentation and targeting • Ubiquity and market penetration of platform • New technological capabilities • Ease of use
• Limited organic reach – budget required to be effective
• Early signs of user discontent – something to stay aware of
![Page 22: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/22.jpg)
Social media platformsTwitter
Who’s on there? • Some general public, but much lower market penetration than Facebook
Other key groups:• Journalists and news media • Politicians• Policymakers• Advocates It’s the above groups that make Twitter a critically important platform
![Page 23: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/23.jpg)
Social media platformsTwitter
Why? • To stay in touch with news as it happens• To remain aware of cultural conversations • To share news and other content they’ve seen
![Page 24: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/24.jpg)
Social media platformsTwitter
What types of content? • Text posts (limited to 140 characters)(Can now “thread” multiple posts for longer text content)
• Photos• Video content
![Page 25: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/25.jpg)
Social media platformsTwitter
What types of content work best?
• Posts with text that include either an image, a video or a website preview
• Video content engages users much better if subtitled • Any post that occupies visual space in the user’s feed • Don’t forget to hashtag
![Page 26: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/26.jpg)
Social media platformsTwitter
Pros Cons
• Consistently the most “newsworthy” of platforms
• Organic reach • Relative flexibility in content type • Ease of use • Relatively wide and transparent organic reach
• Character limit is both a blessing and a curse• Audience segmentation and targeting is very
limited compared to Facebook
![Page 27: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/27.jpg)
Social media platformsInstagram
Who’s on there? • General public (growing market penetration), especially from younger demographic groups
• Brands and businesses
Why? • Became mainstream as a “lifestyle” platform – foodie culture• Has become more broad • Lifestyle-type content remains dominant
What types of content? • Images with caption text• Short videos with caption text
![Page 28: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/28.jpg)
Social media platformsInstagram
What types of content work best?
• Posts that are picked up by “trending” – exposes posts to a much wider audience
• Use hashtags to increase post display• Any posts that have been “geotagged” from a particular location,
particularly during events
![Page 29: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/29.jpg)
Social media platformsInstagram
Pros Cons
• A very good way of reaching younger people • Appeals to more visually inclined people – may
be under-represented on other text-focused platforms
• Only effective as a platform if you have ready, frequent access to visual content
• Algorithm limits organic reach – can’t be assured of how widely posts will be seen (likely to become worse under Facebook ownership)
![Page 30: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/30.jpg)
Social media platformsLinkedIn
Who’s on there? • Individuals (high market penetration)• Employers• Industry bodies
Why? • Career networking and opportunities• Recruiting
What types of content? • Text-only posts (no limit in length)• Images with caption text• Web links
![Page 31: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/31.jpg)
Social media platformsLinkedIn
What types of content work best?
• Posts with text that include either an image, a video or a website preview
• Video content engages users much better if subtitled • Any post that occupies visual space in the user’s feed
![Page 32: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/32.jpg)
Social media platformsLinkedIn
Pros Cons
• Unparalleled as a channel for reaching individuals within particular professions or sectors
• Only effective as a platform if you have ready, frequent access to visual content
• Posts from “company” accounts are limited in organic reach
• Brand integrity issues with LinkedIn as a platform
• User discontent
![Page 33: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/33.jpg)
Measurement and analytics
![Page 34: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/34.jpg)
What are we talking about? Analytics
• Measurement! Just measurement
• Quantitative reporting modules that provide traffic and user data on online presences
• Examples: - Google Analytics- Social media platform-specific analytics- Website CMS inbuilt analytics modules- EDM inbuilt analytics modules
![Page 35: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/35.jpg)
Google Analytics
• Objectively viewed as the “best” option
• Capable of centralising data from multiple presences if used to maximum benefit - Website: requires basic code to be embedded in order to track traffic - Social media: tracks posts most effectively that include a URL (weblink)- EDMs: tracks individual links in EDMs if set up through link-shortener
• Highly customisable dashboard allows supports deep data tracking and longer-term analysis
![Page 36: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/36.jpg)
Platform-specific analytics
• Can be less reliable and independent; some platforms may inflate data
• Learning and maintaining a different package for each platform and medium can be time-consuming and inefficient
• If Google Analytics is an option, it is strongly recommended over individual platform packages
![Page 37: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/37.jpg)
Wrapping up
![Page 38: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/38.jpg)
In conclusion
• EDMs, if well executed, will keep existing audiences engaged
• Social media offers fantastic opportunities for connecting with different audiences in new ways
• The pace of change in the digital world is a real and enormous challenge
![Page 39: Using new and emerging media to reach your audiences · Using new and emerging media to reach your audiences. Presented by. Stephanie Philbrick Communications Manager. Victoria Law](https://reader036.fdocuments.in/reader036/viewer/2022071212/60272400555a1d00ed40ec1f/html5/thumbnails/39.jpg)
Thank you