The Changing Shape & Role of Internal Comms / Spotlight on GSK
-
Upload
newsweaver-internal-connect -
Category
Documents
-
view
115 -
download
0
description
Transcript of The Changing Shape & Role of Internal Comms / Spotlight on GSK
![Page 1: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/1.jpg)
The Changing Role and Shape of Internal CommunicationAndy Blacknell, Blacknell Ventures
![Page 2: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/2.jpg)
EMPLOYEEENGAGEMENT
Interactive Emails
SOCIALCONVERSATIONS
Interact and Engage
Employees
INSIGHT & MEASUREMENT
Understand Communication
Performance
DISTRIBUTIONTEAM
COMMUNICATION Alligned & Branded
Local Comms
EVENT REGISTRATION
Event calendaring made easy
INTERNALCONNECT
Newsweaver Internal Connect
![Page 3: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/3.jpg)
400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver Internal Connect to help them inform, engage and inspire employees
![Page 4: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/4.jpg)
Elaine MacfarlaneVice President Global Internal Communication, GSK Website: www.gsk.com
Twitter hashtag: #nwwebinar
Andrew BlacknellChange & Communication Consultant, Blacknell VenturesWebsite: www.blacknellventures.com
![Page 5: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/5.jpg)
Agenda Spotlight on GSK
Role & Shape
Channels
Some predictions
Q&A
5
![Page 6: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/6.jpg)
To view the full webinar click here
To see how Newsweaver can work for you Visit http://www.newsweaver.com/
Or contact [email protected] to book a live demo
![Page 7: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/7.jpg)
Spotlight on GSKElaine Macfarlane Vice President Global Internal Communication
![Page 8: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/8.jpg)
Why did we introduce Shared Services for IC?
– Recession
– 20% cost reduction target set for all support functions
– Very variable spread of communication resource
– Draw all communicators into a single group
– People “stuck” in same role for years
– Agency model
8
![Page 9: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/9.jpg)
What went well?
– No more hidden comms people
– Complete transparency
– Improved capability e.g. in digital
– Highlighted weaknesses very quickly
– Able to undertake much greater volume of work
9
![Page 10: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/10.jpg)
The main elements of the Shared Services Model
10
Strategic Business Leads
Account Managers
Centers of Excellence(DigitalMeetings & Events)
GIC
![Page 11: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/11.jpg)
What went well?
– No more hidden comms people
– Complete transparency
– Improved capability e.g. in digital
– Highlighted weaknesses very quickly
– Able to undertake much greater volume of work
– More scrutiny of communication deliverables across the business
– Able to review whole year with Exec team
11
![Page 12: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/12.jpg)
Challenges
– Loss of reporting line
– Steady state for six months
– Service level agreements
– Career progression / capability of team
– Matching the right role to the right person / skillset
– Standardized, disciplined ways of working
– Central role for monitoring and project management (spreadsheets!)
– Deputy for “bigger clients” (HR)
12
![Page 13: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/13.jpg)
What’s next?
– Digital and meetings / events CoE
– Constructive relationship with IT
– Three tiers of service
– Growth of sub-specialities and improved career paths
– Standardization and improvement
– Supplier management / cost saving
– Account management – coalescing across the business
– Capability building - business partnering and digital
– Measurement
– Email penetration
– Sharepoint 2013 / online experience
– Responsive website for Android devices / auto-translate
– Client satisfaction and Outcomes
13
![Page 14: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/14.jpg)
Role & Shape
![Page 15: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/15.jpg)
Function is more mature
RespectedAligned
0%
10%
20%
30%
40%
50%
60%
70%
80%
60% 72%
57% 68%
20132011
2013 Technology in Internal Communication, Newsweaver/Melcrum 15
![Page 16: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/16.jpg)
Expectations are higher
Demonstrate ROIInvestment
0%
5%
10%
15%
20%
25%
30%
35%
26% 29%
23%31%
20132011
2013 Technology in Internal Communication, Newsweaver/Melcrum 16
![Page 17: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/17.jpg)
If you measure up….
All
Those who can measure ROI
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
29%
50%
2013 Technology in Internal Communication, Newsweaver/Melcrum
Organizations who can measure ROI are almost twice as likely to be satisfied with the level of investment made in IC
17
![Page 18: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/18.jpg)
IC Service-Delivery Model
Global Head of IC
Centre of Excellence
Digital Meetings & Events Traditional
Shared Services / Delivery
Intranet All other channels
Service centre
Business Leads /
Partners
Generalists Strategists
New technology
18
![Page 19: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/19.jpg)
Stages of IC TransformationNot involved Imagining Inventing Implementing Improving
• No IC Function• Distributed and
variable • channels• capability
• Administrative
• National/Global IC Network
• Sharing of best practice
• Proof of concept• Pressure to do
“more for less”• IC as business
value driver
• Global IC strategy and processes
• Business case for IC investment
• Common channels and technology
• Use of common measurement
• IC service delivery model (business partners, service centre, centre of excellence)
• Specialisms and career paths
• Introduction of new consistent technology
• Partnerships
• Technology upgrades
• Service level agreements
• IC Benchmarks• “Everyone in” / no
IC capability outside of the function
• Outsourcing
19
![Page 20: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/20.jpg)
Channels
![Page 21: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/21.jpg)
How effective is social?
21
![Page 22: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/22.jpg)
The email blindspot
22
![Page 23: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/23.jpg)
23
![Page 24: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/24.jpg)
A Case StudyBusiness change
Segmentation
Launch
Measures
Review
Revise
24
![Page 25: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/25.jpg)
Some Predictions
![Page 26: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/26.jpg)
Looking Ahead
• Benchmarks– open and click through rates by sector, topic and activity– content engagement index– measures of contribution to intellectual capital /
endorsements• More technology• Outsourcing
26
![Page 27: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/27.jpg)
Which path will IC Function take?
High-performing, strategy-setting• IC Leads and sets direction /
partners with business• Highly skilled staff focused on
mission-critical roles / three critical skills:– Enabling leaders– Digital / collaboration– Measurement of ROI, outputs and
results
Low impact, low performance• IC follows business• Under-skilled staff who lack
the critical skills to make a business contribution:– Administrative– Measure inputs and
compliance
27
![Page 28: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/28.jpg)
Define what IC needs to be great at to support the business
Better
Worse
At Parity
Needed to Play
Needed to Compete
Needed to Win
COMPETITIVE PERFORMANCE
STRATEGIC IMPORTANCE
Aligned
Strengths/ competitive advantages
Weaknesses/ competitive
disadvantages
Basics that may need upgrading
Surpluses for reduction or reinvestment
Gaps
Surplus
28
![Page 29: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/29.jpg)
1. New technology / digital2. Change management3. Branding4. Business partnering5. Consulting 6. Content development7. Enabling Leaders8. Business partnering9. Resourcing10.Social / collaboration11.Employee Engagement12.Measurement13.Training & Development14.Conference facilitation15.Video16.Culture creation17.Print18.Workforce Diversity19.Contractor Management20.Corporate Social
Responsibility
Better thancompetitors
Equal tocompetitors
Worse thancompetitors
Needed to play Needed to compete Needed to win
IMPORTANCE
1
4
10
6
2
3
19
20
15
1213
14
7
9
1817
8
5
11
PERFORMANCE
16
Define what IC needs to be great at to support the business
Gaps
Surplus
29
![Page 30: The Changing Shape & Role of Internal Comms / Spotlight on GSK](https://reader033.fdocuments.in/reader033/viewer/2022061202/547c3db4b4af9fda158b50ab/html5/thumbnails/30.jpg)
To view the full webinar click here
To see how Newsweaver can work for you Visit http://www.newsweaver.com/
Or contact [email protected] to book a live demo