I read the other day that the 'elevator pitch was dead'.!!I'm not surp - PDF document

I read the other day that the 'elevator
I read the other day that the 'elevator pitch was dead'.!!I'm not surprised, I get in elevators ever

y day and I have NEVER heard 'a pitch'.
y day and I have NEVER heard 'a pitch'. It should be dead.WHAT DO I MEAN BY MESSAGE?In professional

communication we call it simply "the me
communication we call it simply "the message". Many of you in this room trade in messages every day

.As this is an education conference - my
.As this is an education conference - my one tip of the hat - here is MY deÞnition of message (show

slide MB)[Click]Repeat key elements in d
slide MB)[Click]Repeat key elements in deÞnition- Consistently delivered? Use Canadian gubernatorial

race and "strong" example- Not everythi
race and "strong" example- Not everything about your decision/ organist ion/you - just the bit that

actually will MOVE them. �~~~~ s
actually will MOVE them. �~~~~ show video snippet of "I'm sorry rudd",J3"%5"66.8"%-*KWhat T

hey want to say about ThemselvesWhat The
hey want to say about ThemselvesWhat They want to say about UsWhat We want to say about ThemWhat We

want to say about 1. Change2. Believe3.
want to say about 1. Change2. Believe3. Future}P9,"6%*�%"(8.8"5"(1S"%$(%13"%:*(7"06.A*(32Mo

nday, 26 March 12Do no harmHow you respo
nday, 26 March 12Do no harmHow you respond can create or inßame the crisisProvide realistic Guidelin

es Before the CrisisJ*B%U%;*:$.,%@")$.%
es Before the CrisisJ*B%U%;*:$.,%@")$.%@*($1*0$(8%J$B6LC&N/*+&+.6&6*9g("&,*/1-*(1/%&KC&H.**#"&$&-**

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JR#"(01:"&-*[-&6*9(&#A1JJ&J"0"J&ZC&7`4":-&-*&%"-&*9-&+.$-&6*9&49-&1/&�&$#A&-."&(1%.-&f9"#T

*/#BC&@*/g-&J**A&$-&-."&/9,"(#&VC&M"/:.,
*/#BC&@*/g-&J**A&$-&-."&/9,"(#&VC&M"/:.,$(A&YC&O**A&"6*/=&4*J1:1/%XC&].1/A&J$-"($JJ6&jC&e"-&:*//":-"

=&36Monday, 26 March 12Top 10 Tips for S
=&36Monday, 26 March 12Top 10 Tips for Social Media Monitoring1."Know why youÕre monitoring Ð If you

Õre looking for insight, you need a tool
Õre looking for insight, you need a tool that stores and cuts and slices large volumes of data. If y

ou simply want to monitor and engage, yo
ou simply want to monitor and engage, you might just need a real-time dashboard. Take this decision

early on.2."Choose a tool/service to sui
early on.2."Choose a tool/service to suit your budget - There are free tools, low cost tools (under

$100 per month), dashboard tools ($100-$
$100 per month), dashboard tools ($100-$800 per month) and full service tools ($800-$10,000 per mont

h, including consultancy). Pick the righ
h, including consultancy). Pick the right one for you.3."Make sure youÕve got the right skills Ð Mos

t marketing/PR execs arenÕt qualiÞed to
t marketing/PR execs arenÕt qualiÞed to use the mid-to-high range monitoring tools. Either get the r

ight staff, or provide training.4."Expec
ight staff, or provide training.4."Expect to get out what you put in Ð Spend the majority of your ti

me creating the right searches (aka quer
me creating the right searches (aka queries). If your queries are wrong, the data you get will be no

nsense.5."DonÕt look at the numbers Ð It
nsense.5."DonÕt look at the numbers Ð ItÕs easy to be blinded by screens of fascinating Þgures and b

reathtaking graphs. Look past these L(8
reathtaking graphs. Look past these L(8.8"5"(1�Bj&.*9(#�DB&.*9(#�Kj&.*9(#�

00;KBBj&.*9(#&�DK&.*9(#H*,,9/1:$T
00;KBBj&.*9(#&�DK&.*9(#H*,,9/1:$T*/H(1#1#S"#4*/#"&]1,"#37Monday, 26 March 12The other driver

of change is Ð TIMEAbout ten years ago w
of change is Ð TIMEAbout ten years ago when e-mail became mainstream at colleges/universities, depar

tments were skittish about having a sepa
tments were skittish about having a separate dedicated e-mail account as a way for their customers t

o contact them. -------- Email: Recomme
o contact them. -------- Email: Recommendation: 24-48 hours expected response.! Emailing was always

viewed by me as a replacement of snail
viewed by me as a replacement of snail mail.! So really emailing takes away the snail mail delivery

time.! If someone sent me a snail mail,
time.! If someone sent me a snail mail, I would take a day or two to respond and authoritative and

accountable within your company. 4. Und
accountable within your company. 4. Understand your detractorNot everyone that complains about your

company falls into the same camp. WhatÕ
company falls into the same camp. WhatÕs important is to identify your detractor, so that you know

who you are dealing with and what is the
who you are dealing with and what is their motivation.5. Decide on the appropriate responseIf you Þn

d yourself the victim of a false report
d yourself the victim of a false report or defamatory blog post, you have every right to approach th

e detractor and request a retraction. Wh
e detractor and request a retraction. When youÕre being unfairly attacked, you need to act swiftly t

o point out the inaccuracies and have th
o point out the inaccuracies and have the offending content removed.However, what if youÕve screwed-

up? If like Jet Blue, you left your cust
up? If like Jet Blue, you left your customers on the runway for hours, or like Apple, you reduced th

e price of your latest phone by $200Ðjus
e price of your latest phone by $200Ðjust weeks after your loyal customers stood in line to buy oneÐ

then you need to remember just three wor
then you need to remember just three words.Sincerity, Transparency, and Consistency.Be sincere in yo

ur response. DonÕt just apologize, but s
ur response. DonÕt just apologize, but show your detractors that youÕve learned your lesson and are

making changes. Be transparent in your d
making changes. Be transparent in your dealings with them. Spell out what went wrong, how you screwe

d-up, but also how you plan to Þx it. @
d-up, but also how you plan to Þx it. @c@&%*"#&MBB*019($1#44Monday, 26 March 12To them its a world

of opportunity, no fear, no consequence
of opportunity, no fear, no consequencesFin is 9 -FinnÕs food blog www.finnsfood.blogspot.com is co

ming along nicely and is probably a demo
ming along nicely and is probably a demonstration of how the kids are so ahead of their teachers. Hi

s teacher put up a fairly static blog wi
s teacher put up a fairly static blog with one thing on it and hasnÕt updated it since. Finn updates

his about once a week. HeÕs good at wri
his about once a week. HeÕs good at writing and while you couldnÕt get him to sit down and write a

story in his free time heÕll happily sit
story in his free time heÕll happily sit down and write a long blog post about his veggie garden or

write a restaurant review. (If you look
write a restaurant review. (If you look the first post has some pics of our veggie garden which is f

lourishing at the moment ! ) HeÕs going
lourishing at the moment ! ) HeÕs going to talk about it as part of his Ôpassion projectÕ talk at sc

hool and as part of this will show the r
hool and as part of this will show the rest of his class how to set up a blog. Following FinnÕs lead

, another of his friends has also set up
, another of his friends has also set up a blog on sports, giving commentary on latest sport results

. Before long theyÕll ALL be doing it as
. Before long theyÕll ALL be doing it as itÕs ÔcoolÕ. FinnÕs friends put his blog up on the smart bo

ard at school and run through his recipe
ard at school and run through his recipes and decide what theyÕd like him to !H*/-(*J&1#&/*-&$/&*4T

*/!The NATURALS are natives in the chan
*/!The NATURALS are natives in the changed world of communications.Their attitude to new technology

, social media and communcations is Ôord
, social media and communcations is Ôorder of magnitude differentÕ than that of you or I - most of t