Post on 06-May-2015
transcript
CIPRFresh
How the World of internal communication is changing
Presented by:
Dean Russell, Director, Digital Practice@dean_r
http://london.fleishmanhillard.com(Note: Slideshare users – notes available in the speaker notes tab)
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3principles
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#1. Social media might not be the right fit.
http://unrealitymag.com/wp-content/uploads/2009/09/fat-spiderman3.jpg
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#2. Being on Twitter is not a strategy.
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#3. Some people just won’t care
• http://www.pollsb.com/photos/o/31172-care_this.jpg
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What am I going to talk about?
#1. What
has changed?
#3. Wheredo
you go from here…
#2. Howdo you unlock your
organisation?
CIPRFresh 7#1. What – has changed?
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Why?
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We are constantly bombarded with messages vying for our attention
www.futuristspeaker.com/2009/07/the-future-of-influence/
CIPRFreshSource: http://robstretch.com/wp-content/uploads/2010/02/win_friends_influence.jpg
1111
“For the first time the consumer is boss, which is
fascinating, scary and terrifying because
everything we used to know will no longer work”
Kevin Roberts, chief executive of Saatchi & Saatchi
Source: hillaryjohnson.typepad.com/photos/uncategorized/2008/03/26/tincantelephone.jpg
12Source: http://thepublicinterest.freedomblogging.com/files/2009/05/megaphone.jpg
CIPRFreshhttp://www.typewritermuseum.org/_ills-library/_photos/_arc/hammond_sales_office_%20philadelphia_circa1900.jpg
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Photo of book about getting a
good career
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How- do you
unlock your organisation?
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1. Networking
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What is TwitterFacebook
Linked In etc
http://talentegg.ca/incubator/
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1. Develop and grow their network
2. Showcase skills
3. Become an expert or influencer
4. Access industry knowledge
5. Understand current trends
6. Attend industry social events
Use social to provide
opportunities for staff to:
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2. Collaborating
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Improving together
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Surveys and feedback
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Sharing experiences real-time
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Shared research
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Finding subject matter experts
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Finding subject matter experts
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Promoting expertise
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Sharing knowledge
Source: http://thecontentwrangler.com/2007/08/31/anne_gentle_vs_joann_hackos_is_there_a_documentation_wiki_in_your_future/
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3. The impact of social business
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Faster speeds and mobileContent is eternal and sharableNew tools make everyone a content creatorMedia is modular
Technology Changes
Business Model Changes
Behavioral Changes
Everyone has a voiceNew communities are formingTime shiftingInformation is free…Information overload
Fragmenting channels Traditional media is being absorbed and changedLoss of control over brands
Three Dimensions of Change
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Media relations <Events Corporate <
Public affairs <Crisis <
Writing /pubs <Consumer Exec visibility <
Financial comms < Internal <
The PR Road
Corp Comm DirectorsPR Managers
Advertising & Marketing
Chief Marketing OfficersBrand Managers
> Advertising> Creative > Branding
> Direct response> Lead generation
> Promotions> CRM> Sales
MobileMarketing
ORM> SEO
> Google> Wikipedia
Website Design/Tech> Info arch.
> U/X> Apps
> Widgets> Flash
Social Media> Blogger
Relations> OEO
> WOM/Viral> Social
networking> Reviews/testimonials
PR 2.0
Creative Strategy
> Personas
Visual ID> Branding
Content> Video> Audio> UGC
> Motion graphics
Online Advertising> Display
> SEM> Games
> Advertorials> Promotions
Insights> Data, metrics,
measurement, analytics
Awareness-Consideration-Purchase
Marketing 2.0
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Corp Comm DirectorsPR Managers
Chief Marketing OfficersBrand Managers
A New Category
Communications SynthesisStrategic integration
AlignmentSocial business consulting
MobileMarketing
ORM> SEO
> Google> Wikipedia
Website Design/Tech> Info arch.
> U/X> Apps
> Widgets> Flash
Social Media> Blogger
Relations> OEO
> WOM/Viral> Social
networking> Reviews/testimonials
Creative Strategy
> Personas
Visual ID> Branding
Content> Video> Audio> UGC
> Motion graphics
Online Advertising> Display
> SEM> Games
> Advertorials> Promotions
Insights> Data, metrics,
measurement, analytics
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Media Relations
Social Networking
Blogging, Podcasting or RSS
Micro-blogging
Email Marketing
Search Engine Optimization
Web Content Management
Social Bookmarking
82%
80%
77%
72%
56%
62%
52%
51%
Korn-Ferry: Changing job requirements.
Knowledge of candidates for PR/marketing jobs:
Somewhat Important Very Important
Source: Korn-Ferry /PRSA 2009 Digital Readiness Report
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“18% of hiring decision makers for communications jobs today have
no interest at all in traditional public relations skills.”
Source: Korn-Ferry /PRSA 2009 Digital Readiness Report
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Source: Me - Today
The social business model is a necessity in the 21st Century
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4. Hiring the right people
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Hiring through the network
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5. Getting buy-in
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When the winds of change blow, some people build walls and
others build windmills (Chinese proverb)
“ “
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Buy-in...
To allow To do
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6. Measuring ROI
50
10 x minutes finding information per day
10 minutes (per day) x 240 (approx. working days in year)
40 hours per year wasted (approx)
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10 x minutes finding information per day
10 minutes (per day) x 240 (approx. working days in year)
40 hours per year wasted (approx)
40 hours per year x number of employees (e.g. 100)
4000 hours per year wasted (approx)
52
10 x minutes finding information per day
10 minutes (per day) x 325 (working days in year)
54 hours per year wasted (approx)
40 hours per year x number of employees (e.g. 100)
4000 hours per year wasted (approx)
4000 hours x average hourly rate (e.g. £100 p/h)£
£400,000 wasted per year
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WHERE – do you go from here?53
CIPRFreshSource: http://4.bp.blogspot.com/_IZqT3jekzUQ/SFwdWW1AmZI/AAAAAAAAAMY/wq5KYwz3EKs/s400/funny-pictures-horse-in-car.jpg
CIPRFreshSource: http://nuwen.files.wordpress.com/2009/03/overwhelmed.jpg
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So in summary…
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1. Find the right fit for your business
2. Don’t force it on people
3. Find the influencers internally
4. Don’t let fear of change limit the organisation
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Thanks for listening!
Dean Russell
@dean_r
dean.russell@fleishmaneurope.com
http://london.fleishmanhillard.com