Strategic communication - Ontario Geological Survey

Integrate Communication Channels – Traditional, Twitter, Facebook, YouTube And More – A Government Program Perspective: 

Integrate Communication Channels – Traditional, Twitter, Facebook , YouTube And More – A Government Program Perspective Dr. Andy Fyon, Director, Ontario Geological Survey, Mines and Minerals Division, Ontario Ministry of Northern Development and Mines Victoria Lee, Aquifer Mapping Coordinator, Ontario Geological Survey, Ontario Ministry of Northern Development, Mines

Strategic Internal Communications Ontario Geological Survey Main Messages: 

Strategic Internal Communications Ontario Geological Survey Main Messages No one single “silver communication bullet”. Diversified mix of traditional communication techniques and social media, depending on target audience. 2

Talk Outline: 

Talk Outline Government business Communication context: People Communication context: Policy Communication context: Outcome Strategic communication channels: leveraging traditional and social media tools to connect, inform, recruit and retain Take Aways 3

PowerPoint Presentation: 

4 1: Business: Ontario Geological Survey Ministry of Northern Development + Mines Energy: Conventional / unconventional Glacial deposits, Rocks, Landform Earth Resource: Minerals, Aggregate, Groundwater Landform, Habitat Natural Hazards Economy. Planning + conservation. Healthy + safe Ontario. Education. Environment.

2: Communication Context Ontario Geological Survey: 

2: Communication Context Ontario Geological Survey 5 Communication Tools

2: Communication Context 2011 Employee Engagement Survey: 

2: Communication Context 2011 Employee Engagement Survey 6 Topic % Staff Index Response rate 68% Employee engagement index 72 Workplace culture index 73 Productive capacity index 67 Leadership index 65 Talent capacity index 62

2: Communication Context Profile – Gender + Function: 

2: Communication Context Profile – Gender + Function Gender Male Female Clerical 2% (2 people) 7% (8 people) Technical 56% (63 people) 35% (40 people)

2: Communication Context Demographics: 

2: Communication Context Demographics 8 Early Career Mid Career Late Career Clerical 1% (1 person) 5% (6 people) 3% (3 people) Technical 26% (30 people) 38% (43 people) 27% (30 people) Expectations, channel, message

3: Communication Context Government Policy: 

3: Communication Context Government Policy 9 Communication Tools

3: Communication Context Government Policy: 

3: Communication Context Government Policy 10

3: Communication Context Policy: Internal Communication Channels: 

3: Communication Context Policy: Internal Communication Channels http://youtube.com/

4: Communication Context Outcomes: 

4: Communication Context Outcomes 12 Communication Tools

4a: Communication Context Outcomes: 

4a: Communication Context Outcomes Topic Message Audience Outcome Vision, mission, role, responsibility Our identity Internal staff Executive Shared identify and purpose and work towards corporate goals.

4b: Strategic Communication Outcomes: 

4b: Strategic Communication Outcomes Topic Message Audience Outcome Vision, mission, role, responsibility Our identity Internal staff Executive Shared identify and purpose and work towards corporate goals. Brand marketing: geoscience value Relevant, accessible results linked to Government priorities and societal interests Ministers + staff Executives Officials Society Geoscience addresses public policy priorities

4c: Strategic Communication Outcomes: 

4c: Strategic Communication Outcomes Topic Message Audience Outcome Vision, mission, role, responsibility Our identity Internal staff Executive Shared identify and purpose and work towards corporate goals. Brand marketing: geoscience value Relevant, accessible results linked to Government priorities and societal interests Ministers + staff Executives Officials Society Geoscience addresses public policy priorities Recruitment Employer of choice External technical / professional - youth Highest calibre new staff

4a: Communication Context Outcomes: 

4a: Communication Context Outcomes Topic Message Audience Outcome Vision, mission, role, responsibility Our identity Internal staff Executive Shared identify and purpose and work towards corporate goals. Brand marketing: geoscience value Relevant, accessible results linked to Government priorities and societal interests Ministers + staff Executives Officials Society Geoscience addresses public policy priorities Recruitment Employer of choice External technical / professional - youth Highest calibre new staff Retention OGS is a fun, scientifically sound, ethical employer New professional staff Passionate, engaged staff

4: Communication Context Examples: 

4: Communication Context Examples 17 Communication Tools

5a: Communication: Identity: 

5a: Communication: Identity Topic Message Audience Outcome Vision, mission, role, responsibility Our identity Internal staff Executive Shared identify and purpose and work towards corporate goals. Results (staff survey) 80%: understand mandate + goals 85%: my work contributes to Ministry goals 79%: understand my job and expectations Lesson Multiple techniques No social media

5b: Communication: Brand Marketing: 

5b: Communication: Brand Marketing Topic Message Audience Outcome Brand marketing: geoscience value Relevant, accessible results linked to Government priorities and societal interests Ministers + staff Executives Officials Society Geoscience addresses public policy priorities Communication “up”, across, down Folksy presentations, Wiki, newsletter Executive Government Science collaborations Success stories

5b: Communication: Brand Marketing: 

5b: Communication: Brand Marketing Topic Message Audience Outcome Brand marketing: geoscience value Relevant, accessible results linked to Government priorities and societal interests Ministers + staff Executives Officials Society Geoscience addresses public policy priorities Science collaborations (Conservation Authorities, Municipalities, Ministries) Social media ( Facebook , LinkedIn, Twitter, YouTube) Public, non technical talks

5b: Communication: Brand Marketing Non-technical Geoscience – OGS Earth: 

Bedrock Geology 5b: Communication: Brand Marketing Non-technical Geoscience – OGS Earth Surficial Geology Natural Gas in Groundwater

5b: Communication: Brand Marketing Example Success Story: 

5b: Communication: Brand Marketing Example Success Story

5b: Communication: Brand Marketing Results: 

5b: Communication: Brand Marketing Results LinkedIn and Twitter recognition Minister office attention Executive champion Other Ministry awareness New, non-traditional clients New public policy areas (health, safety) “Instant” recognition

5c: Communication: Recruitment: 

5c: Communication: Recruitment Topic Message Audience Outcome Recruitment Employer of choice External technical / professional youth Highest calibre new staff Social media channels:

5c: Communication: Recruitment YouTube: Ontario Geological Survey Channel: 

5c: Communication: Recruitment YouTube: Ontario Geological Survey Channel 25 10+ videos OGS: fun, safe, relevant, science organization Target: University + college students, graduates, family Created by: OGS employees

Example Video Clip: 

Example Video Clip 26

5c: Communication: Recruitment YouTube: Ontario Geological Survey Channel Results: 

5c: Communication: Recruitment YouTube: Ontario Geological Survey Channel Results Staff engagement through video production Understanding of OGS organization Corporate awareness Recruitment? 27

5c: Communication: OGS as Employer of Choice - Facebook: 

5c: Communication: OGS as Employer of Choice - Facebook External OGS social presence Youth target Geology, OGS summer job experience 28

5c: Communication: Recruitment Facebook Results: 

5c: Communication: Recruitment Facebook Results External communication Target audience: 67% < 35 years old Brand awareness: Fun, safe, relevant science organization Summer jobs Still a struggle

5c: Communication: LinkedIn: Results: 

5c: Communication: LinkedIn: Results 30 International, multi-sectoral professional groups Peer-to-peer and peer-through-peer contact Internal / external Global communication Activities Key publications International employee pool

5d: Communication: Retention: 

5d: Communication: Retention Topics Vision, role, direction Links to Government priorities Program direction OGS Value proposition Presentations Email Meetings Walk about No broad social media 31 Social media in Action

PowerPoint Presentation: 

Topic Purpose Audience Target Traditional: Presentations, Email, Web, Meeting Updates Internal Executive, OGS leaders, staff, other ministries OPSpedia Information, brand marketing Internal Staff, Decision-makers, Government-wide Twitter Information, brand marketing Internal / External International geoscience institutions LinkedIn Networking Internal / External Professional Facebook Recruitment, image, Aboriginal information External University / college students, recent graduates, Aboriginal YouTube Information, recruitment, brand marketing External University + college students, graduates, education 5. OGS Strategic Communication Channels

6. Take Aways: 

6. Take Aways Business enablers: People, policy, outcomes Strategic business case Executive and corporate support Implementation: No one single “silver communication bullet” Diversified mix of traditional communication and social media Organizational adoption potential (adoption, demographics, culture) Empower key internal adopters Reach

Contacts: 

Contacts Andy Fyon, Director, Ontario Geological Survey, Ontario Ministry of Northern Development and Mines, Sudbury, Ontario, Canada 705-670-5924 andy.fyon@ontario.ca Victoria Lee, Aquifer Mapping Co-ordinator, Ontario Geological Survey, Ontario Ministry of Northern Development and Mines, Sudbury, Ontario, Canada 705-670-5911 victoria.lee@ontario.ca