Creating and Managing a Digital Workforce
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Transcript of Creating and Managing a Digital Workforce
Creating &Managing a Digital WorkforceMarc JohnsonDirector, digital strategy
Understanding the expectations that come with a new reality
Understanding the expectations Digital ubiquity has made your job and your colleagues’ jobs much harder
External Stakeholders
expect speed and high touch
from brands
Internal Stakeholders expect accuracy and safe speech from brands
This creates tension in the
workforce
HOW DO WE MANAGE THIS?
What resources do we have at our disposal?
Communications Teams (Corporate & Brand)
Senior ManagementSpokespeople
Agency Relationships EMPLOYEES
With all these tools, why is communications in a digital world so difficult?
When a communications strategy does not originate in-house, authenticity,
accuracy and responsibility are extremely hard to manage
Building strong digital communicationsteams
THINGS TO CONSIDERwhen building an internal digital communications team
Identify the skills that drive digital strategy
1
Don’t be fooled. Communicationstrumps technology
• DON’T LOOK FOR PEOPLE WHO LEAD WITH EXPERIENCE IN THE TECHNOLOGY
• DON’T AUTOMATICALLY THINK THAT YOUNGER EMPLOYEES AND CANDIDATES ARE AUTOMATICALLY PRE-QUALIFIED TO DRIVE YOUR DIGITAL STRATEGY AND EXECUTION
• DO LOOK FOR PEOPLE WHO UNDERSTAND STAKEHOLDER NUANCES
• DO COVET GREAT WRITERS AND STORYTELLERS
• DO INVEST IN PEOPLE WHO CAN TELL STORIES IN CREATIVE FORMATS (DESIGN AND VIDEO)
Other soft skills to look for
• PEOPLE WHO ARE INSTINCTUAL
• PEOPLE WHO AREN’T MOTIVATED BY FEAR
• PEOPLE WHO “OWN” AND SELF-START
• PEOPLE WHO ARE METRIC FOCUSED
Harnessing the skills of a new digital communication team
• THE HARDEST THING YOU WILL HAVE TO DO IS TRUST THIS GROUP WITH YOUR BRAND
• THEY MUST HAVE THE AUTHORITY TO MAKE DECISIONS ABOUT BRAND VOICE AND MESSAGING AT A MOMENT'S NOTICE
• YOU WILL NEED A STRONG LEADER TO GAIN THE CONFIDENCE OF SENIOR MANAGEMENT
RecruitinG a leader who exudes trust
• THE LEADER MUST BE ABLE TO INTEGRATE DIGITAL INTO THE OVERALL STAKEHOLDER COMMUNICATIONS STRATEGY
• THE LEADER MUST BE PRESENTED AS A PEER OF SENIOR MANAGERS
• THE LEADER MUST BE A GREAT INTERNAL COMMUNICATOR
• THE LEADER MUST BE ABLE TO MEASURE THE EFFECTIVENESS OF DIGITAL COMMUNICATIONS OUTPUT
Building a newsroom in your organization
2
Why A NEWSROOM?
NEWSROOMS MATCH THE CADENCE OF MESSAGING NEEDED TO DRIVE BRAND REPUTATION IN A DIGITAL WORLD
People Reached
Peop
le R
each
edMEDIA HITS, TRADITIONAL ADVERTISING, MAJOR ANNOUNCEMENTS
DAILY CADENCE OF DIGITAL MESSAGES UNDERSCORING AND EXTENDING NEWS AND ADVERTISING EVENTS
Cadence is king
• YOU NEED A LOT OF CONTENT TO MATCH THE CONVERSATION SPEED OF THE WEB. • EVERY 5-10 MINUTES THE NEWS CYCLE TURNS. BE PREPARED!• DON’T START FROM SCRATCH. DIGITIZE YOUR INSTITUTIONAL KNOWLEDGE.• INTEGRATE KEY EMPLOYEES AS CENTERS OF THOUGHT LEADERSHIP AND DIGITAL SPOKESPEOPLE
MASTERINGFORMATS
ROLE: EDITOR
MATCH THOUGHT LEADERSHIP WITHIN ORGANIZATION WITH OPPORTUNITIES TO PUBLISH ON OWNED AND EARNED CHANNELS
ROLE: COMMUNITY MANAGER
USE EXTERNAL DIGITAL CHANNELS AND PROFILES TO CONNECT THE NEWS STORIES TO ACTIVE STAKEHOLDER COMMUNITIES ONLINE
ROLE: VIDEOGRAPHER
CREATE VISUAL ASSETS THAT BRING EMOTION AND DEPTH TO BRAND NARRATIVES
ROLE: DESIGNER
SIMPLIFY DATA THAT SUPPORTS THE BRAND NARRATIVE AND PRESENT IT IN CREATIVE, DYNAMIC WAYS
LONGFORM
WRITTEN
SHORTFORM
WRITTENVIDEO
DATAVISUALIZATION
MasteringChannels
FIRST PERSON BRAND VOICE
SECONDARY BRANDENGAGEMENTAND SUPPORT
PRIMARY BRAND ENGAGEMENT
Using digital analytics to shape communications strategy
3
The role of analyticsin digital communications
• IT IS IMPORTANT THAT YOU USE ANALYTICS AND METRICS TO KEEP TRACK OF WHERE CONVERSATIONS REGARDING YOUR BUSINESS ARE HEADED.
• WITH MILLIONS OF ACTIVE VOICES CHURNING 24/7, HOW DO YOU ANTICIPATE THE NEEDS OF YOUR DIGITAL STAKEHOLDERS?
Analytics asBusiness Intelligence
UNDERSTANDING HOW BUSINESS INTERSECTS WITH COMMUNICATIONS WILL BRING SENIOR BUSINESS MANAGERS INTO THE FOLD.
TOP CLUSTERS
CSR AWARDS AND LISTS13%
SOCIAL IMPACT FEATURES13%
ACCESS TO MEDICINE9.6%
SUSTAINABLE DEVELOPMENT GOALS7.9%
CSR AWARDS IN THE MIDDLE EAST6.1%
PNEUMO VACCINE ACCESS5.4%
ACCESS TO THERAPEUTIC SOLUTIONS3.4%
GLOBAL DRUG DELIVERY (ACCESS)6%
GAPS IN CARE IN DEVELOPINGCOUNTRIES
12%
VACCINE PARTNERSHIP WITH GATES FOUNDATION
4.8%
PFIZER AND GSK ARE HEADLINERS IN PNEUMO VACCINE ACCESS
NOVARTIS DOMINATES THE ACCESS TO MEDICINES COVERAGE
GSK OCCUPIES “THE BRIDGE” THAT LINKS ACCESS TO MEDICINE COVERAGE TO SOCIAL IMPACT
J&J, SANOFI, PFIZER, & GSK THAT LINKS ACCESS TO MEDICINE COVERAGE TO SOCIAL IMPACT
Analytics driving audience strategy
UNDERSTANDING THE AUDIENCES WHO ARE CURRENTLY ENGAGING WILL GIVE YOU MORE PRECISE DIAGNOSES OF PROBLEMS.
84.10% TWEETING USERS
15.90% LURKERS
Metrics for communications optimization
MONITORING ONGOING CONVERSATIONS, MENTIONS OF YOU BRAND, AND HOW YOU ARE PENETRATING CONVERSATIONS OF INTEREST WILL HELP YOU ANTICIPATE FUTURE COMMUNICATIONS NEEDS.
Findingthe right analyst
• YOUR ANALYST SHOULD BE A STORYTELLER
• YOUR ANALYST SHOULD USE DATA TO CREATE CONTEXT
• YOUR ANALYST SHOULD NOT BE WED TO TOOLS OVER DATA
• YOUR ANALYST SHOULD BE ABLE TO PRODUCE REPORTS FOR INTERNAL AND EXTERNAL CLIENTS
Building better relationships with stakeholders active in social
4
Finding active digital stakeholders
• ANALYSTS SHOULD MONITOR INFLUENCERS RELATED TO YOUR CORE BUSINESS AND ADJACENT ISSUES
• ANALYSTS SHOULD MONITOR HOW YOUR COMPETITORS ENGAGE WITH INFLUENCERS
• FIND CENTERS OF EXCELLENCE (CONFERENCES, INDUSTRY EVENTS, ETC.)
• BE A CONVENER - BRING INFLUENCERS TOGETHER FOR A CAUSE, ISSUE, OR INDUSTRY EVENT GREATER THAN YOURSELF
• ACCESS IS KEY - INFLUENCERS WANT ACCESS TO YOUR DECISION MAKERS - THEY WANT TO UNDERSTAND THEM MORE
• ALIGN YOURSELF WITH INFLUENCERS AT MAJOR INDUSTRY EVENTS AS MUCH AS YOU CAN
Brand as convener
Communications Teamin a Digital Workforce
DIGITALCOMMUNICATIONS
LEADER
VIDEOGRAPHER DESIGNER ANALYSTCOMMUNITYMANAGER
EDITOR
SUMMARY
• DIGITAL HAS CHANGED THE PACE AND CADENCE OF COMMUNICATIONS
• THERE IS A SPECIFIC SKILL SET WE SHOULD PURSUE WHEN BUILDING DIGITAL COMMUNICATIONS TEAMS
• IN A DIGITAL WORLD, YOUR COMMUNICATIONS TEAM SHOULD FUNCTION LIKE A NEWSROOM
• ANALYTICS CONNECT ALL PARTS OF THE BUSINESS TO COMMUNICATIONS - FIND A GREAT ANALYST
QUESTIONS?