Educating employees to embrace the digital age Emily Gibbs, FT Corporate Communications Manager

April 2013@emilyjg

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Themes for today

The journey of digital and social

Building communities and keeping staff up to date

Digital tools, channels, challenges and opportunities

The FT turns 125

1888 2013

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FT: a digital transformation

• More digital subscribers than global print

circulation

• 2007: first to charge for content online

• 2011: HTML5 web app, 3.8m users

• Mobile drives third of traffic, 15% of subs,

12% of digital ad revenue

• Social media audience: >5m, fastest

growing traffic source to FT.com (35%

increase in 2012)

The rise and rise of social

2012 growth: 2.1m to over 5.2m

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Meet the Communications Team

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A digital framework

What does it mean to be digital?

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Internal communications: making it digital

General Digital

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Neo: a social intranet

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Corporate Google

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Increasing use of video

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Digital Learning Week 2012

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DLW: speakers and schedule

500+ staff attended 40 events in seven FT offices over three days, with presentations from:

• Social media• Data analytics• Digital in the media industry• Digital advertising • Mobile

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DLW: what did you think?

A chance to see the impact of digital on the other teams in the building and get to see their take on developments and how it affects them.

DLW has definitely made me think about some

alternative ways to raise the profile of the brand with new clients..

It was a great way to make FT staff feel part of a united cause and I'm sure it will prove to be a

catalyst for future collaboration.

It was very helpful to learn more about FT's vision, success and challenges. I will be hoping to use the enthusiasm, motivation and curiosity clearly

present in the London office to facilitate progressive thinking around innovation, delivery and product development in B2B.

Great to connect with people from various companies to better understand how we can

integrate social media.

A fantastic way of

connecting the digital divide.

Great innovations can originate from the simplest of things.

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DLW: measurable results

• 73%: expanded personal knowledge of digital

• 71%: motivated to find out more

• 67% applying learning to their job

• 58% have shared content

• 85% rated the quality of discussion very highly

• 86% rated the relevance of sessions very highly

• 11% increase in intranet hits

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Keeping up momentum: lunch and learns

Online advertising: whats next?Digital design on FT.com and mobile

Social media at the FT

Business of digital content

Personalisation of FT.comChanging landscape and editorial

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Social media: systems and tools

80-90% Twitter

Radian6Socialflow

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To recap…

Social intranet

Better use of video

Engage through social media

Supporting social & digital

Ongoing digital training

Corporate Google and resourcesFace to face

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A message from @r_g (Rob Grimshaw)

“Sitting across our 2013 objectives are two important themes:

The first is simplification. 

The second is community.”

Thanks…any questions?