Global communicationsGetting a seat at the(virtual) table

Jeff Zwier,Associate Director, Global Business Line CommunicationsDeloitte Touche Tohmatsu, Ltd.

Presented to the IABC Chicago Chapter Luncheon April 20, 2011

For more information, contact the presenter at jeff@zwier.net

© 2011 Deloitte Touche Tohmatsu

Going global: What’s changed?

New practices and work environments . . .

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“Ninety percent of life is just showing up.”

- Woody Allen,Actor/Director

“When you ask people where do you go when you need to get work done…you rarely hear them say ‘the office.’ “

- Jason Fried,37 Signals Founder(TED talk)

Going global: What’s changed?

New tools . . .

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Radio (1920)

TV (1950s)

Internet (1996)

eBay (1997)

Wikipedia (2001)

Cell phones (1984)

Blackberry (2002) Google (1998)

iPod (2001)

Facebook (2004)

Twitter (2007)

1920 1970

Fax machine (1970s)

Dates shown above are when the technology became commercially viableSource: DTTL Online Communications team research

1990 2000 20101930 1940 1950 1960 1980

LinkedIn (2003)

YouTube (2005)

Blogs (1999)

iPhone (2007)Macintosh (1984)

IBM PC (1981)

iPad (2010)

Mainframe Computer (1960s)

HBO (1972)

MTV(1981)

Amazon (2001)

© 2011 Deloitte Touche Tohmatsu

Going global: What’s changed?

New challenges . . .

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• From workplace . . . to workspace

• From translation . . . to interpretation

• From time zones . . . to time shifting

What’s changed?

EVERYTHING(almost)

© 2011 Deloitte Touche Tohmatsu

Going global: What do leaders want from communicators, and

what does it take to succeed today?

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• New competencies for communicators

• New roles, teams, tools and ways of working

• Readiness for higher expectations from business leaders

• New definitions of how the communications function contributes to the organization

© 2011 Deloitte Touche Tohmatsu

New competencies

8 DTTL Global Communications

Ac

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‘Unboxing’ the businessobjective

Strategic advisor role

True business knowledge

Diversified skills

© 2011 Deloitte Touche Tohmatsu

New roles, teams . . .

9 DTTL Global Communications

© 2011 Deloitte Touche Tohmatsu

. . . tools, and ways of working

10 DTTL Global Communications

© 2011 Deloitte Touche Tohmatsu

Higher expectations

11 DTTL Global Communications

From . . . To . . .

© 2011 Deloitte Touche Tohmatsu

The new global communicator:

Getting a seat at the (virtual) table

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• Individual contributors

• Communications teams

• Team leaders

© 2011 Deloitte Touche Tohmatsu

Going global on your own:

Steps to success

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• You are a global communicator

• Listen first . . .then start a conversation

• Know your business, the culture . . . and the business culture

• Set priorities globally, boundaries locally (and do them both collaboratively)

• Learn the language of influence

© 2011 Deloitte Touche Tohmatsu

Going global with your team:

Growing together

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• Get the tools

• Build relationships first

• Measure your successes together

• Leverage each other

• Empower your clients

© 2011 Deloitte Touche Tohmatsu

Going global as a leader:

A new kind of leadership

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• Individual contributors

• Communications teams

• Team leaders

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