Creative Territory shortlisted for international social media award

Creative Territory has been shortlisted for an international award for social media.

The Darwin-based company has been named as one of three shortlisted entries in the Public Affairs Asia Gold Standard Awards, which recognise excellence in public affairs throughout the Asia Pacific region.

The company is up against campaigns by global companies Adidas and IBM in the Social Media Communications category, the winner of which will be announced in Hong Kong on December 6.

Creative Territory has been recognised for its use of social media during Cyclone Carlos in February 2011, including the provision of information through Facebook and Twitter during the storm and its research into community information sources afterwards.

Managing director and social media commentator Tracy Jones said her company’s work has led to a greater understanding of how people in the Top End access information during emergencies in the social media age.
 

“Our research has shown that Territorians are increasingly switching to their smartphones and computers in an emergency,” Tracy said.

“When Cyclone Carlos hit Darwin, Territorians were looking to Facebook and Twitter to find out what was going on but few local organisations were there with them.

“We’ve seen an amazing turnaround since then, with authorities and the media now providing a complete social media service that not only provides information but engages Territorians in the recovery process.

“The use of Facebook and Twitter during Cyclone Carlos was 22 per cent. Just 10 months later during Cyclone Grant that had jumped to 38 per cent. More importantly, Territorians feel much better informed about what is going on as the use of social media grows.”

Creative Territory has shared its research with the local community, media and government as well as interstate and international colleagues. This work has contributed to creating a better understanding about how people access and use information during emergencies and recovery.

For more information about the awards: http://www.publicaffairsasia.net/goldstandard/index.html.

Facebook just keeps growing in the NT

By Tracy Jones

Following a dip in Northern TerritoryFacebook membership post Christmas, membership has surged again to increase by 32 per cent over the past 12 months.

There are 95,320 Territorians on Facebook, up from around 72,000 on 30 September last year and well ahead of the previous peak in December of 84,580.

Most interesting is where that growth is coming from. While teens and those in their thirties and forties have left Facebook since June, people in their twenties and those aged 50 and over have flocked to the social media network.

The green and red bars in the graph below shows the current break-up by age and gender of Facebook users as at 30 September 2012. The blue line shows total Facebook members in each age bracket as at 30 June 2012.

Perhaps it's all the new parents in their twenties sharing baby photos with their parents.

While the number of LinkedIn members remains relatively small, it has maintained its place as the fastest-growing social media platform in the Northern Territory with an annual growth rate of almost 60 per cent over the past 12 months. In Katherine, growth was 72 per cent as shown in the graph below.

It's a shame we are unable to produce reasonably reliable statistics for Twitter. Anecdotally, it appears to have experienced steadt growth, particularly among opinion makers and shapers.

6 Facebook tips to protect your reputation

By Tracy Jones

Facebook can be a booby trap for people in the public eye. And you don’t have to be famous to get caught out. I’ve seen public servants, senior executives, front-line staff and company representatives all find themselves in hot water with a simple slip of the mouse.

1.       Check your security settings regularly. Facebook is constantly changing its security settings. You need to stay on top of what you are and are not allowing others to see. Pay particular attention to the Timeline and Tagging settings, which control the level of privacy on what others are saying about you.

2.       Ditch the funny profile photo. I know of a case where two men were killed in a tragic accident. The media sourced photos of them from their Facebook profiles and plastered them all over the news – one posing in his uniform and the other obviously taken during a long Sunday-afternoon session with the boys.

3.       Be careful what you Like. Yep. That new Facebook page “I think the Government sucks and should be thrown out at the next election” was really funny. It’s just a shame you’re a public servant and your boss doesn’t agree. You might also want to think twice before Liking “I’m not an alcoholic – I’m Australian” or “If I could punch you without getting in trouble, believe me, I would”.

4.     Keep track of your friends. Remember your second cousin’s ex-girlfriend who befriended you on Facebook a few years back? She now works as a journalist for the local newspaper.

5.     Your friends have other friends. It’s a great lark when you and your friends share a “private” joke about what you got up to on the weekend. Just be aware that they have other friends who may not see the funny side. You particularly need to watch for this one if you missed point number 1.

6.     Don’t drink and drive. Don’t drive a car, a keyboard or a mouse.

Share your cyclone experience with us

How do people access information during severe weather events in the Top End? And has this changed since Cyclone Carlos last year? We’re trying to find out.

Creative Territory is encouraging people to tell us about their experiences during the recent cyclone and floods so we can find the best ways to communicate in the future.

This survey follows a similar one undertaken after Cyclone Carlos battered Darwin in February 2011, flooding properties and bringing down thousands of trees. That survey showed a growing reliance on the internet and social media as a means of accessing information. (You can see the results from that survey here)

This survey will help us understand if the trend has continued.

You can access this new survey here: http://www.surveymonkey.com/s/Z9DQN7Z

We will publish the results of the survey along with an analysis of how information access has changed since Cyclone Carlos in February 2011 based on the survey we conducted then.

Leak Detectives Save One Bucket of Water per Second

A water pipeline that connects Alice Springs with its main water source at the Roe Creek borefield has undergone a leak repair, saving around 10 litres (about one bucket) of water per second.
The leak repair, four metres below the Tom Browne roundabout near Heavitree Gap has saved the equivalent of 300 Megalitres per year or half an Olympic swimming pool per day.

Power and Water Manager Sustainable Development Water Services, Mark Wiltshire said that whilst leak detection has always been a priority, there is now has a dedicated Leak Detection Officer for the town through the Alice Water Smart plan.

“Fixing water leaks from key piping infrastructure, households and businesses is paramount if we are to preserve Alice Springs’ precious water source and the extra funding through Alice Water Smart provides us with dedicated resources and detecting ability.”

Alice Water Smart is a two year project to help Alice Springs reduce its water use by 1600 million litres per year, equivalent to two months average water supply.

“The Leak Detection Officer will work with the community to help identify leaks around town, no matter how big or small”, Mr Wiltshire said.

“If residents or businesses notice unusual ground water pools or unusually high water bills they can contact Power and Water and we will send the Leak Detection Officer to investigate.”

“Alice Water Smart auditors have already conducted water audits on 19 tourist accommodation properties, detecting some major leaks that will save businesses large amounts off their annual power bills.”

“We are also working with owners and managers to help them become their own on-site leak detectives and the signs to look for should a suspected leak occur.”

For more information on Alice Water Smart visit www.alicewatersmart.com.au or call 8951 7315.

Who is involved in Alice Water Smart?

Funding of $7.5 million is being provided under the National Water Security Plan for Cities and Towns, a key component of the Australian Government’s long-term Water for the Future initiative. This was matched by Power and Water Corporation with contributions from consortium members, including Department of Natural Resources, Environment, the Arts and Sport; Alice Springs Town Council; Arid Lands Environment Centre and Tourism NT.

NT Social Media Statistics for September Quarter

The growth of LinkedIn throughout the Territory continues to outstrip that of Facebook although still has a long way to reach the same number of users, according to statistics compiled for the September quarter by Creative Territory.

LinkedIn Northern Territory membership grew 18 per cent over the past three months. If this growth rate continues, LinkedIn will have almost 17,000 members in the NT a year from now.

Facebook membership also continues to grow, with now 72,240 members in the NT. Growth across the Territory was 4 per cent in the three months to 30 September, with biggest growth in Tennant Creek at 12.8 per cent. Around 46 per cent of people in Darwin and Katherine are on Facebook, with a total Territorian Facebook population of around 33 per cent.

Facebook

Tennant Creek and Nhulunbuy led the growth in Facebook members this quarter, up 12.8 and 7.8 per cent respectively. The number of members in Alice Springs recovered from dip in August to reach 10,260 members.

Source: These statistics were sourced using Facebook’s advertising tool, setting parameters for state and town and includes all age groups. Be aware that while Facebook works hard to understand the true demographics of its users as its advertising model depends on it, it still relies on individual account owners to name their home town. Many users do not.

LinkedIn

Around 4.4 per cent of Territorians in major centres are now connected via LinkedIn, with Nhulunbuy continuing to lead the pack.

Source: These figures were prepared by using LinkedIn’s advanced search tool. We searched for accounts within 80km of each major centre in the Northern Territory. Tennant Creek is not shown in this table, as our search did not reveal any users. Again, we need to remember that account holders self-identify their location and research shows a large number of people never visit their profile again after the initial rush of excitement.

Twitter

We have to wonder about the accuracy of search tools when Twitter numbers remain exactly the same as the previous month at 642 members. Instead, here is a snapshot of where Territory Twitter users live.

 

7 tips for communicating when the electricity goes out

By Tracy Jones 

Anyone who has ever been through a natural disaster will tell you that one of the first things to go is the electricity. 

While mobile phone towers amazingly kept working following recent cyclones, floods, earthquakes and tsunamis across the world, power went out for prolonged periods.

For communicators used to having all the latest tools at our disposal, planning for how to get messages across in a blackout is critical.

Here are 7 tips to help:

1.      Rely on radio.

Even if people don’t have battery-powered radios, the one in their car probably still works. Use radio stations to get important messages out.

2.      Make every message self-contained.

People relying on their mobile phone for the internet don’t switch between Twitter, Facebook and the web during a crisis. They tend to stick with one application. There’s nothing worse than a Tweet that only tells you to “check our website for the latest update”. See our post on Twittercues for some hints on better tweeting. 

3.      Stay charged

Always keep your mobile and your laptop fully charged.

4.      Host your website in another city.

Or at least make sure your local provider is really, really ready for any risk.

5.      Use blogs and twitter to feed your content.

You can use blogs and twitter to feed content onto your website and facebook accounts. That way if everything else fails you can easily upload content via your mobile phone.

6.      Have a back-up email account

If your own business server goes down, a back up Gmail or hotmail account will see you through a crisis. 

7.      Remember the old tools

Once upon a time we relied on pen and paper and talking to each other. They still work. 

Twittercue: 7 tips for  communicating when the electricity goes out. #prtips #crisiscomms http://tiny.cc/7tipspower

It's time to fight the spin.

By Tracy Jones

There’s nothing like a bit of “spin” to excite the media and the Opposition.

But is the Government’s investment in public relations really throwing money down the drain as today’s Northern Territory News suggests?

The News revealed $9 million of taxpayer money was being spent in marketing and communication units across Government.

When the uninformed call marketing and communications professionals “Spin Doctors” and question our value to society, we need to remind them of the difference these disciplines make to everyday lives.

Imagine where we would be if no-one ever “spun” the horror of AIDS?

I remember when AIDS first came to light in the eighties and the panic and uncertainty that took hold as people began to realise there was a new and vicious disease emerging in the world.

While the medical community fought the disease with research and pills, another weapon was unleashed - public relations.

The "Grim Reaper" advertising was highly controversial. People were shocked by the rawness of the message. But it did work. It made us sit up and think. And take notice. And act.

Yes, AIDS remains a terrible disease and - like most diseases that take hold - seems to be taking the worst toll in developing communities without access to the medical assistance, the drugs and (dare I say) the public relations channels of more affluent countries. PR did make a difference - a big difference - to the impact of AIDS in our community.

Every single day the Government sends us messages about issues we need to know about.

Just this week we’ve been informed about the availability of dozens of jobs, free dietary advice for healthy living, free business events, how to save energy, a car park closure, how to become a foster parent, joining the Youth Round Table, volunteering to help out at the museum and ways to get into home ownership if I am on a low income. And that’s just in the NT News.

That doesn’t count the websites, newsletters, meetings, mailouts and direct contact undertaken by Government every day.

Government has a duty to inform its citizens about these issues. It has a responsibility to undertake social marketing in the areas of community health and welfare, road safety and substance abuse. It’s hardly surprising that the Department of Health and Families is the biggest spender in this regard – I’d be affronted if they were not.

Marketing and public relations play an important part in our community. These activities raise money for important medical research, convince us to donate blood, warn us about the risks of travelling to certain countries, show us why we should report suspected child abuse and help us make choices that will change our lives.

One of the key roles that often comes under attack is that of the press secretary. But let’s not undervalue the role of the press secretary in helping Ministers and Opposition members contribute to public debate. And seriously …. I’d love to see how newsrooms would get their stories without the work of the much-maligned media minder.

There’s no doubt there are some questionable pieces of “marketing” that make us wonder about the appropriateness of Government spending our money on them. Rather than tarring all PR and marketing activity with the same well-spun brush, it would be far better to question the value of individual activities.

Measure to prove your worth

By Tracy Jones

What's the difference between a PR practitioner and a PR professional? It's all in the numbers.

A practitioner delivers tactics and counts their success in terms of outputs. How many media releases did I issue? How many words did I write?

A professional delivers strategy and measures their success in terms of outcomes. What difference did this make? What behaviours have been changed?

Understanding our objectives and measuring our achievements is key to delivering value as PR professionals. So why do so many of us not do it?

Money, tools, time and desire are all cited as reasons. We can't afford it. We don't need to know. It's too late. We don't have the tools.

None of these excuses are valid. We do have the tools, they don't cost a fortune and you can start using them today.

Being a professional rather than just a practitioner should be the goal of all of us in public relations. So start measuring your performance and prove your worth.

As published in the Public Relations Institute of Australia (PRIA) National Newsletter September 2009.
Tracy is national president of the PRIA.