content strategy, communications strategy and digital excellence

Content Strategy, Communications Strategy and Digital Excellence

Diana Railton

Confab 2012

CreativeComms

Wikimedia Commons Matthew Hoelscher

CreativeComms

Credit Darrell Gulin copyright 2007

© Bobby Haas

Key points

DIGITAL EXCELLENCETEAM WORKCOMMUNICATION MANAGEMENT

Key points

COMMUNICATIONS STRATEGY+ CONTENT STRATEGY

Key points

CONTENT STRATEGY

THE COMMUNICATIONS PROFESSION

Photo: billjacobus

Photo: timpeartrice

68,000 members

‘The Never-Ending Turf War between PR and Marketing’

Call for integrated communications

‘If we persist in this argument, we will never be able to set in place a sound communications strategy’

Call for integrated communications

‘United we stand, divided we fall’

INTEGRATED COMMUNICATION MANAGEMENT

Unified content strategy

www.communicationmonitor.eu

www.communicationmonitor.eu

www.communicationmonitor.eu

IABC Australia & Ogilvy PR, 2011

www.ogilvypr.com.au/category/peripheral-vision-study

PRSA definition, 1982

Public relations helps an organization and its publics adapt mutually to each other

http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12/

PRSA definition, 2012

A strategic communication process that builds mutually beneficial relationships between organizations and their publics

Corporate communications

A system which enables organizations to strategically orchestrate and manage all types of communication

Adapted from Wikipedia

en.wikipedia.org

Corporate communication functions

Marketing communications?Brand management AdvertisingReputation management Media relationsInvestor relationsGovernment relationsPublic affairsInternal communications Channel managementEvents and publicationsCorporate social responsibilityChange management communicationsCrisis communicationsDigital communications ++++

DIGITAL COMMUNICATIONS

Face to face Phone Paper Broadcast Electronic Web

Communications channel matrix

Face to face Phone Paper Broadcast Electronic Web

Meet

Visual aids

Landline

Mobile

Letters

Print

TVRadio

Billboards

VideoAudio

Email

E-readers

WebsitesIntranets

Social media

Tablets

Digital = web enabled / electronic

DIGITAL COMMUNICATIONSMANAGER

WHO OWNS WHAT CHANNELS?

www.wired.com

‘... the opportunities and complexities of content are forcing divisions together in efforts to avoid duplication, neglect, and conflict.’

Julia Hood, PR Week US, April 2012

‘So much of the digital land-grab has focused on execution. In the case of content, communications has an opportunity, virtually a mandate, to be its true strategicleader.’

Julia Hood, PR Week US, April 2012

COMMUNICATIONS DIRECTOR

Wikimedia Commons

www.communicationmonitor.eu

www.communicationmonitor.eu

www.communicationmonitor.eu

www.blcs2012.com

Business Leaders in Communications Study 2012

‘The most comprehensive overview of the function, structure and role of corporate communications today and in the future’

95 comms directors, FTSE companies

www.blcs2012.com

Business Leaders in Communications Study 2012VMA Group

Wikimedia Commons

1 in 10 failed to see the relevance of social media

Number of professionals who judge social media important

2011: 40.5%

European Communication Monitor 2011

‘Six out of 10 “do not believe” in social media’

but controlled online activities are relevant to most

European Communication Monitor 2011

Wikipedia Commons

NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT

http://community-roundtable.com/2009/06/the-community-maturity-model/

Wikimedia Commons PD-USGOV-NASA

Wikimedia Commons

Social intranets

www.ibforum.com

www.digital-workplace-trends.com

www.digital-workplace-trends.com

The digital board

Internal and external communication channels

www.digitalworkplacetrends.com

Strategic decision-making, leadership, coordination

The digital centre of excellence

Marketing and communications

teams

Digital / content teams in other departments

Five ways companies organise for social media

Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010

www.altimetergroup.com

Centre of excellence

Five ways companies organise for social media

Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010

www.altimetergroup.com

Digital Marketing, Organisational Structures and ResourcingEconsultancy, 2011

20% 42% 35%

http://econsultancy.com/uk/reports

Centre of excellence

Digital Marketing, Organisational Structures and ResourcingEconsultancy, 2011

20% 42% 35%

http://econsultancy.com/uk/reports

Digital MarketingOrganisational Structures and Resourcing,Econsultancy2011

http://econsultancy.com/uk/reports

Digital MarketingOrganisational Structures and Resourcing,Econsultancy 2011

http://econsultancy.com/uk/reports

Digital MarketingOrganisational Structures and Resourcing,Econsultancy, 2011

http://econsultancy.com/uk/reports

A central team of content strategists

Wikimedia Commons

THE STRATEGY DEPARTMENT?

Alan Sugar

Business

strategy

Communications

strategy

Content strategy??

PROVE THE VALUE OFCONTENT STRATEGY

The mind-set of senior managers

Strategic management

Carrying out the strategic plan

Measurable results

NUMBERS

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Communications strategy

‘The only purpose for communications strategy is to achieve measurable results that help the organization reach its vision / mission’

Les Potter

Focus on results, not activity

CONTENT STRATEGYRESULTS + ACTIVITY

‘People who claim to be content strategists couldn’t strategize themselves out of a box’

From responses to Content Strategy Recruitment Trends survey, 2012 Firehead

www.firehead.net/the-problem-with-hiring-a-content-strategist-is

Strategy essentials

Simple to explain and carry out

What do strategies look like?

PASTA

What do strategies look like?

PASTA

Purpose / Vision / Mission

Where you want to get to

Dream the dream

inspire ● communicate ● demonstrate

Which organization?

To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

Which organization?

To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

Which organization?

To organize the world’s information and make it universally accessible and useful.

Which organisation?

To organize the world’s information and make it universally accessible and useful.

Which organization?

To develop content that commits to making the world a better place, adds value and significance to people’s lives, and provokes conversations through story telling.

Which organization?

To develop content that commits to making the world a better place, adds value and significance to people’s lives, and provokes conversations through story telling.

Adapted

What do strategies look like?

PASTA

Purpose / Vision / Mission Aims / Goals / Objectives

What you want to achieve

To ensure our digital communication channels address the primary concerns of our key audiences

Be specific

Goals

Start with what you want to measure

Critical success factors / key performance indicators

To ensure our digital communication channels address the primary concerns of our key audiences

Be specific

What do strategies look like?

PASTA

Purpose / Vision / Mission Aims / Goals / ObjectivesStrategy

How you will meet your goals

http://printmediacentr.com

Response

‘It would be an inspiring goal if there was a serious strategy.

‘But there isn’t. Even with the best will in the world, it is not going to happen.’

Guardian newspaper

What do strategies look like?

PASTA

Purpose / Vision / Mission Aims / Goals / Objectives StrategyTactics

Your detailed action plan

Strategy v tactics

‘I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.

‘One person’s strategy could be another person’s tactic depending on their level and role within a business.’

Stephen Berry

Strategies of the Serengeti

STRATEGYROBUST, LONGER TERM

TACTICSCHANGE RAPIDLY

What do strategies look like?

PASTA

Purpose / Vision / Mission Aims / Goals / Objectives StrategyTacticsActivitiesDay to day, schedule

Template for a basic strategy

Purpose / vision. What’s it for?Aims / goals. What do you want to achieve? Strategy. How will you do this?Tactics. What is your action plan?Activities. Day to day. Who, when, where?

Template for a basic strategy

Purpose / vision. What’s it for?Aims / goals. What do you want to achieve? Strategy. How will you do this?Tactics. What is your action plan?Activities. Day to day. Who, when, where?

BudgetMeasurementROI

www.communicationmonitor.eu

www.communicationmonitor.eu

www.communicationmonitor.eu

What does a communications strategy look like?

What should a communications strategy include?

Principles

Where does content strategy start?

Principles

What does a communications strategy look like?

Build in other strategies

Provide brief / template

INTEGRATEDSTRATEGIES

http://masdenglish.tripod.com

INTEGRATED COMMUNICATION MANAGEMENT

© DRCC 2012

A central team of content strategists

Advise on content creation, delivery and governance

Coordinate between teams

Monitor channels

Keep track of what’s showing

User-generated content

Standards Brandtone of voice

Messaging

Audit

Refine strategies and action plans

Recommend best channels for tasks

Share advanced techniques

Adaptive content

Taxonomy/metadata

Globalisation, localisation

MEASURABLE RESULTS

DIGITAL EXCELLENCE

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Photo: dmitri_66

Wikimedia commons

THANK YOU

diana.railton@drcc.co.ukwww.twitter.com/dianarailtonwww.drcc.co.uk

© DRCC 2012 All rights reserved