Creating and Managing a Digital Workforce
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Transcript of Creating and Managing a Digital Workforce
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Creating &Managing a Digital WorkforceMarc JohnsonDirector, digital strategy
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Understanding the expectations that come with a new reality
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Understanding the expectations Digital ubiquity has made your job and your colleagues’ jobs much harder
External Stakeholders
expect speed and high touch
from brands
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Internal Stakeholders expect accuracy and safe speech from brands
This creates tension in the
workforce
HOW DO WE MANAGE THIS?
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What resources do we have at our disposal?
Communications Teams (Corporate & Brand)
Senior ManagementSpokespeople
Agency Relationships EMPLOYEES
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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
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Building strong digital communicationsteams
THINGS TO CONSIDERwhen building an internal digital communications team
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Identify the skills that drive digital strategy
1
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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)
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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
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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
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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
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Building a newsroom in your organization
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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
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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
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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
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MasteringChannels
FIRST PERSON BRAND VOICE
SECONDARY BRANDENGAGEMENTAND SUPPORT
PRIMARY BRAND ENGAGEMENT
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Using digital analytics to shape communications strategy
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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?
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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
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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
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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.
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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
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Building better relationships with stakeholders active in social
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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.)
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• 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
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Communications Teamin a Digital Workforce
DIGITALCOMMUNICATIONS
LEADER
VIDEOGRAPHER DESIGNER ANALYSTCOMMUNITYMANAGER
EDITOR
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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
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QUESTIONS?