Download - Communications for a changing world July 2015

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Communications for a changing worldJuly 2015

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The World Turned

Upside Down


A new environment


A profound loss of trust


Whose sideare you on?


Are you with the 1%?


...or the 99%


The new normal


90%2.1

billion 57% 39%

of the world’s data has been created in the last two years

active social media accounts

of consumer traffic by 2015

of B2B buyers identified that they share info

graphics on social media frequently

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44% of global internet users spend over one hour per day on social platforms

(Source: Global WebIndex, January 2014)

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3.38m

1.8m

2005

2015

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The “new normal”Sh

are

of d

evice

traffi

c on

a ty

pica

l wo

rkda

y

Late night(12am-7am)

Early morning

(7am-10am)

Daytime(10am-5pm)

Early evening

(5pm-8pm)

Prime(8pm-12am)

Mobiles brighten

the commute

PCs dominate working hours

Tablets popular at

night

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“In the US, 22% of readers accessed their

news last week via Huffpost compared

with 12% via the New York Times.”

Reuters Institute for the Study of Journalism June

16, 2015

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Appealing to the lowest common denominator?“I was a journalist at the Financial Times. Whenever you work at a newspaper, particularly a newspaper with high standards, you're struck by the gap between the story that appears in the paper the next day and what the journalist who wrote that story will tell you about it after deadline. The version they tell over a drink is much more interesting—legally riskier, sometimes more trivial, and sometimes it fits less neatly into the institution's narrative. Usually it's a lot truer. The very fact that a journalist will ask another journalist who has a story in the paper, "So what really happened?"—now, just think about that question. It's a powerful question. It's the essence of all meaningful gossip.”Nick Denton

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From the Oxford English DictionaryLISTICLESyllabification: lis·ti·clePronunciation: /ˈlistək(ə)l/Definition of listicle in English: noun

An article on the Internet presented in the form of a numbered or bullet-pointed list: a recent BuzzFeed listicle called “21 Pictures That Will Restore Your Faith in Humanity” has attracted more than 13 million views

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Rise of “citizen journalism”

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Or are their grounds for hope?

“The standard unit of production in traditional journalism is an 800 word article… it turns out what people want online is shorter stuff that is focused and creative and meant for social… and the longer stuff…2-3000 words: these are the things people read.”

Kevin Delaney Editor in Chief Quartz

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Traditional media must either adapt …Janine Gibson, former editor-in-chief of The Guardian’s website, soon to be UK editor Buzzfeed: “For someone with a print background, you’re accustomed to the fact that if it… gets into the paper you’re going to find an audience…It’s entirely the other way around as a digital journalist. The realization that [the audience is] not going to just come and read it has been transformative.”

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News outlet brands are migrating to web

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Newspaper ad revenue is less than half of what it was a decade ago… …and despite the

erection of pay walls by some publications, barely 10% of consumers are currently paying for their news

BUT….

2005 201

5

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For some it is already too late…

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According to the US Department of Labor, over the next ten years the number of journalists is set to decline by 13% against an overall average growth in most professions of 11%

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The challenge for

communicators

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What comms directors most worry aboutRise of social, digital and mobile commu-

nicationsIncreased pace of communications

Integration of communications

Doing more with fewer resourcesMore strategic use of communications to

manage reputationEngaging with a broader range of

stakeholdersGreater complexity of work (e.g. managing

multiple channels)Measuring & demonstrating comms'

business impact & value

50%12%

10%7%7%

6%5%

4%

Q. What do you think is the biggest change in the past couple of years in how your communications department does its job?

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Digital and social media “noise” only compounds the problem

% who say they are concerned about each

Changing stakeholder landscape – size and diversity of audiences

Increased government regulation

With social media, how to separate what matters from what doesn’t

Information overload in general

45%

47%

48%

60%

Q. Thinking about your department and the work you do, how relaxed or concerned are you about each of the following?

“[I am concerned about the] communication of

complex ideas in a world that seems to

want 140 character all-in solutions.”

(Industry association, Switzerland)

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Communications continue to shift to digital

Q. How important are each of the following communications channels for your organization now / and how important do you expect them to be in five years’ time?

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The new corporate

communications world

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New tools to measure reputation

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Data can inform PR decisions

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“With the saturation ofchannels, the ability to stand out is our biggest challenge. Graphics can

look slick for anyone, so it's important for reputation,

experience and personality to stand out.”

(Listed company, UK)

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Four things we know

Average time

spent on sites =

125 seconds

Video on home pages

increases engagement by 86%

Posts with visuals = 94% more

page visits

Infographics grow

traffic by 12%

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Time it takes from our brains to process visual cues:

¼ second

Visuals are processed

60,000 xfaster in the brain than text

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Nokia / Alcatel-LucentDeal site

6k

13k

3.5k6k

Number of downloads

Video Infographics

Press release

Presentation

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Let pictures tell the story

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Telling your own story your

way

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“Our distribution channels range from email – 17,000 subscribers get an email from us every day – to Twitter to Gizmodo. Our strategy is to write stories that are so compelling that people want to share and comment on social media, and media outlets want to run with them because they know they will interest their readership. As far as our strategy for fueling that social pickup, we do spend a lot of time constructing enticing gateways to the story – the headline, the opening paragraph, an infographic or the GIF – a short animated film. We’ll take a 10-minute video that someone shot for GE years ago and find a five-second segment that’s really GIF-able and put that out on our channels with a link to the full text.”Tomas KellnerManaging Editor of GE Reports

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“I think the debate about that has disappeared a bit. When we first launched BlueNotes, a number of people from the traditional media had very strong views about it, but now there is a recognition that there will be many forms of journalism. There is an appetite online for a smorgasbord of content – people aren’t subscribing and dedicating themselves to only one outlet. Even if they tried, they would still be inundated with links on their social networks and in their inboxes. The online user has become source agnostic.”

Paul EdwardsHead of Communications, ANZ

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The elites – or managers in companies –

no longer control the conversation.

This isn’t just about Arab spring.

This is about corporate spring.

Marc Benioff, CEO of Salesforce.com

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What does itall mean for us?