Strategic Thinking in Communication

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Tonya Oaks Smith

Presentation for the Arkansas Chapter of the Association of Fundraising Professionals - 16 May 2013

Educação Negócios Tecnologia

#AFPArkansas
ﬂickr.com/photos/digitstudio/3076017564/
Tonya Oaks Smith
Strategic Thinking
in Communication
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Where are we now?
ﬂickr.com/photos/fsse-info/2792355658/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
What are we talking about?
#AFPArkansas
• Who am I?
• Who are you?
• What is strategic
communication?
• How do we work together and
reach goals?
Thursday, May 16, 13

@marleysmom by @radiofreegeorgy
Who am I?
#AFPArkansas
Thursday, May 16, 13

Who are you?
ﬂickr.com/photos/highedweb/2922852848/in/photostream#AFPArkansas
Thursday, May 16, 13

Think about
your area’s
mission, vision,
core values.
#AFPArkansas
Thursday, May 16, 13

But wait...
ﬂickr.com/photos/imarlon/5869890155/#AFPArkansas
Thursday, May 16, 13

What are
your goals
for your work?
#AFPArkansas
Thursday, May 16, 13

What’s YOUR goal?
ﬂickr.com/photos/37882053@N04/3485860760/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
What are the pieces
of your strategy?
http://www.ﬂickr.com/photos/bearseye/7929020134/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Objectives
ﬂickr.com/photos/willowpoppy/6613082663/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Audiences
ﬂickr.com/photos/thinkmedialabs/6176869823/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Action
ﬂickr.com/photos/birdsbarbershop/6893807298/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Beneﬁts
+#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Evaluation
ﬂickr.com/photos/59654451@N02/5468569076/#AFPArkansas
AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
How do we work together?
ﬂickr.com/photos/83551695@N00/1454499110/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Learn the process
ﬂickr.com/photos/shepaused4thought/6815529479/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Respect the process
time.com/time/photoessays/10questions/0,30255,1966496,00.html#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Share the expertise
ﬂickr.com/photos/eloisephipps/3416611972/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Follow the media
ﬂickr.com/photos/40893278@N06/6041890351/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Listen to others
ﬂickr.com/photos/hewebne/8579845715/in/set-72157633063526748#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Don’t compare
ﬂickr.com/photos/thebusybrain/2492945625/#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Expand your comfort zone
#AFPArkansas
Thursday, May 16, 13

Shari Erwin,Aaron Rester, and Tonya Oaks Smith
Don’t expect miracles
ﬂickr.com/photos/feargal/5258255923/#AFPArkansas
Thursday, May 16, 13

Wrapping it up
#AFPArkansas
Thursday, May 16, 13

Get with me...
Tonya Oaks Smith
tosmith@ualr.edu
@marleysmom
501.324.9896
Through theThou, a person becomes I.
Thursday, May 16, 13

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University communications offices have come a long way since they measured their value by reporting the number of press releases produced or the number of column inches printed in a newspaper. But what metrics are useful in illustrating the real value of the communications function today? The speaker will share her experience in changing the perception of the value of her institution’s Office of Marketing and Communications through the use of metrics.

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In this presentation, Tonya Oaks Smith will argue that the Muppet Show is simply a display of what we see everyday when we manage our social media presence. Take a time machine back to childhood and see how various personalities interacted on the Muppet Show – and how those very characters appear day in and day out on the social web. We’ll talk about how the Muppets serve as a microcosm for the social web, and then we’ll talk about how to deal with things when they go awry.

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It’s time to play the music. It’s time to light the lights. It’s time to meet the Muppets on the Muppet Show tonight. Whether or not you were a child of the 70s and 80s, you know the opening lyrics for the Muppet Show theme. You know Kermit the Frog and Fozzie Bear, Waldorf and Statler, Miss Piggy and Gonzo. The conflicts on the weekly variety show airing in the late 1970s were the stuff of legend for kids growing up at that time. What can we learn from these puppets who showed us how to be better and worse and everything in between?

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It's time to play the music. It's time to light the lights. It’s time to meet the Muppets on the Muppet Show tonight. Whether or not you were a child of the 70s and 80s, you know the opening lyrics for the Muppet Show theme. You know Kermit the Frog and Fozzie the Bear, Waldorf and Statler, Miss Piggy and Gonzo. The Muppets were not human, but they were terribly human-like. The conflicts on the weekly variety show airing in the late 1970s were the stuff of legend for kids growing up at that time. What can we learn from these puppets who showed us how to be better and worse and everything in between?

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Web governance… it’s 2013 and we’re still throwing that term around like it will solve all our problems with the web and how to develop content and manage resources and lead people. But it hasn’t and it won’t. So the question then becomes, how do we make sense of the chaos that’s inherent in the practice of making the web? Better yet, how do we prepare for the further chaos that fragmented systems and silos, shrinking budgets, and growing requirements – both governmental and organizational – throw in our way? Tonya Oaks Smith and Ron Bronson argue that – by embracing the basic principles of chaos theory we can improve our approach to the web and the communication and information we get from it. We’ll start by learning about what chaos is and how that idea relates to our concept of governance. Next, we’ll focus on how to embrace the disruption caused by our changing higher ed world.

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Keeping up with the Joneses… That idea is an integral part of selling anything – whether it's a car or a spot in an upcoming freshman class. We all know that we have to have conversations with our audiences and more importantly listen, but why is this approach so important? Does this engagement approach directly oppose the traditional idea of marketing our wares? Do folks actually listen to what we have to say when we tweet, Facebook, email? How do we engage them – and convince them to do what we want? The answer is often not in how we engage, but in how we help communication networks develop. In this session, you'll learn the characteristics of a strong communication network and of great opinion leaders as well as what communication behaviors individuals bring to social media. Finally, you'll find out best practices for engaging with opinion leaders and how to *use* them wisely.

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Strategic Thinking in Communication

1. #AFPArkansas ﬂickr.com/photos/digitstudio/3076017564/ Tonya Oaks Smith Strategic Thinking in Communication Thursday, May 16, 13

2. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Where are we now? ﬂickr.com/photos/fsse-info/2792355658/#AFPArkansas Thursday, May 16, 13

3. Shari Erwin,Aaron Rester, and Tonya Oaks Smith What are we talking about? #AFPArkansas • Who am I? • Who are you? • What is strategic communication? • How do we work together and reach goals? Thursday, May 16, 13

4. @marleysmom by @radiofreegeorgy Who am I? #AFPArkansas Thursday, May 16, 13

5. Who are you? ﬂickr.com/photos/highedweb/2922852848/in/photostream#AFPArkansas Thursday, May 16, 13

6. Think about your area’s mission, vision, core values. #AFPArkansas Thursday, May 16, 13

7. But wait... ﬂickr.com/photos/imarlon/5869890155/#AFPArkansas Thursday, May 16, 13

8. What are your goals for your work? #AFPArkansas Thursday, May 16, 13

9. What’s YOUR goal? ﬂickr.com/photos/37882053@N04/3485860760/#AFPArkansas Thursday, May 16, 13

10. Shari Erwin,Aaron Rester, and Tonya Oaks Smith What are the pieces of your strategy? http://www.ﬂickr.com/photos/bearseye/7929020134/#AFPArkansas Thursday, May 16, 13

11. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Objectives ﬂickr.com/photos/willowpoppy/6613082663/#AFPArkansas Thursday, May 16, 13

12. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Audiences ﬂickr.com/photos/thinkmedialabs/6176869823/#AFPArkansas Thursday, May 16, 13

13. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Action ﬂickr.com/photos/birdsbarbershop/6893807298/#AFPArkansas Thursday, May 16, 13

14. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Beneﬁts +#AFPArkansas Thursday, May 16, 13

15. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Evaluation ﬂickr.com/photos/59654451@N02/5468569076/#AFPArkansas AFPArkansas Thursday, May 16, 13

16. Shari Erwin,Aaron Rester, and Tonya Oaks Smith How do we work together? ﬂickr.com/photos/83551695@N00/1454499110/#AFPArkansas Thursday, May 16, 13

17. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Learn the process ﬂickr.com/photos/shepaused4thought/6815529479/#AFPArkansas Thursday, May 16, 13

18. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Respect the process time.com/time/photoessays/10questions/0,30255,1966496,00.html#AFPArkansas Thursday, May 16, 13

19. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Share the expertise ﬂickr.com/photos/eloisephipps/3416611972/#AFPArkansas Thursday, May 16, 13

20. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Follow the media ﬂickr.com/photos/40893278@N06/6041890351/#AFPArkansas Thursday, May 16, 13

21. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Listen to others ﬂickr.com/photos/hewebne/8579845715/in/set-72157633063526748#AFPArkansas Thursday, May 16, 13

22. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Don’t compare ﬂickr.com/photos/thebusybrain/2492945625/#AFPArkansas Thursday, May 16, 13

23. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Expand your comfort zone #AFPArkansas Thursday, May 16, 13

24. Shari Erwin,Aaron Rester, and Tonya Oaks Smith Don’t expect miracles ﬂickr.com/photos/feargal/5258255923/#AFPArkansas Thursday, May 16, 13

25. Wrapping it up #AFPArkansas Thursday, May 16, 13

26. Get with me... Tonya Oaks Smith tosmith@ualr.edu @marleysmom 501.324.9896 Through theThou, a person becomes I. Thursday, May 16, 13

Strategic Thinking in Communication

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Strategic Thinking in Communication