cipr sw agm 2015 gemma mcgratton, synergy presentation
TRANSCRIPT
We engage people with award winning creative communications.Our inside out approach inspires your employees to be brand ambassadors and turns your customers into brand advocates.The result is a seamless customer experience at every contact with your brand.
Tonight
Challenges and hot topics
Our role as communicators
What makes a great campaign?
Encouraging conversations
Challenges
Globalising workforce
Flexible and virtual workforce
Retaining the best talent
Technology
16% satisfied with comms effectiveness
71% believe that working across geographic borders has increased over the past 3 years
The war for talent is on!
Effectivecommunication
6 best practice themes
A strategic approach is built on a shared sense of purpose
The importance of senior leadership attention
Engagement demands dialogue
Communication as part of good people management
Balancing the use of digital channels and tools
Measurement as part of best practice
one in tenemployees feel fully informed about
what’s happening in their organisation
A key lever in being a true strategic partner
1
2
34
5
6
What are thehot topics?
Employee Engagement
Shareability
Crowd-sourcing
Co-creation
Branding
Digital world Stra
tegi
cTalkability
Storytelling
Mobile
InteractionRemote workers Influence and impact
Omni-channelRelevance
Creativity
Brand experience
Raise engagement
Hot topicscreative briefsHot topics in internal comms
How do we engage employees in business strategy?
How do we embed vision and values?
How do we create an effective IC strategy?
How do we help managers cascade information?
How do we engage remote workers?
How do we attract and retain talent?
How do we encourage cross selling and sharing knowledge?
How do we integrate social media channels into IC?
How do we communicate change effectively?
Our role asprofessionals
Add valueClarity
Understanding
Stra
tegi
c
Med
iaDeliveryIdeas
Influencing
Facilitate
Simplify Relationships
Our role asprofessionals
Business results will come from developing strategies where the tools will help deliver the business outcomes rather than becoming a slave to the delivery mechanism
What makes agreat campaign
Leadership support
1
Strong creative theme + ideas
4
Get to know audience - insight
2
Get the message out with help
7
What are you saying? Boil it down
3
Implement - remind - update - comment
8
Plan activity - champions - conversation - involvement
5
Feedback, evaluate, momentum
9
Engage your champions
6
Celebrate & reward success
10
Leader & managersupport
Listening Skills & Support
Authenticity & Transparency
Toolkits & Resources
Create relevance to emps
Appreciate working env
Coaching & Training
Story- telling
Find out more
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Results
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Great stuffCaterpillar integrated Rubber Tracks campaign
Dealer campaign to provide info and resources for large scale awareness campaign through EAME to increase sales of rubber tracks
Early dealer engagement
Attention grabbing concept - unusual for sector
Fully integrated campaign and marketing toolkit
137% increase in sales
Dealers exceeded targets within 6 mths of campaign launch
Great stuff
Inspire and engage employees to reach business goals
Ambassadors key to content and success
Interactive pdf - more content online
20% increase in people saying internal comms engaging
Experian employee publication
Stories from
the HeartExperian
By our people, for our people
Start here
01Issue
Summer 2013
Rupert the
Iguana
Page 12
Inside 3 Heart of Experian
6 People power
11 Committed to our
communities
15 Customer focus
19 In good company
22 Just for fun
23 Round-up
Our F1
Winners
Page 23Become
a VIP
Page 2
Stories from the Heart is written by our people, for our people
Great stuffValues and strategy
Asia
Europe
USACollaborative
Ourvalues
Olswang Cascade Pack
A2 map folded to A5Front cover
Diagram creates an easy to understand signposting system which relates directly to the main globe visual (see next page)
First foldout
Content
to be
supplied
Content
to be
supplied
Content
to be
supplied
Content
to be
supplied
Allmappedout
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.
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Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.
Ourvision
Our priorities
Ourvalues
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Allmappedout
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.
Uciendae vendae necae dolorior ra sunt alibusamus es aut et ut dignat. Vit aut re nullaciasit, secus. Bit et, apienda ndignis imolore explit re ipsaera quatiant, quidenis sam sitatis ma nobis inciusam quam alit, te verro di net et acilique
Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.
Ourvision
Our priorities
Ourvalues
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Allmapped out
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors. Uciendae vendae necae dolorior ra sunt alibusamus es aut et ut dignat. Vit aut re nullaciasit, secus. Bit et, apienda ndignis imolore explit re ipsaera quatiant, quidenis sam sitatis ma nobis inciusam quam alit, te verro di net et acilique
Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.
Ourvision Our
priorities
Ourvalues
Olswang Cascade Pack
A2 map folded to A5
Full foldout
Responsible
Collaborative Taking an international perspective
Making Olswang a great place
to work
Delivering excellence, every time
Celebrate our
successes Advocating for our sectors
Innovative
OUR VALUES
OUR PRIORITIES
One united
Olswang team
BEST
CA FRIE
ND
BEST
NYFRIEND
FORT
UNE
500
BEST
FRIEND
TECHNOLOGY, MEDIA
FAMOUS IN THE &
TELECOMMUNICATIONS
SECTORS
EDGE
CLIENTS
CUTTING
CR
Making Olswang a great place to work
We need to continue creating a culture where bravery is championed, collaboration and
sharing information are second-nature, and wherewe attract and nurture talent by providing
opportunities for career development all over the world. This is about having a day-to-day expectation of real respect and appreciation.
Whether our clients are external or internal, we all need to keep improving the service we
deliver and stay focused on seeking new opportunities, constantly pushing
ourselves to be pioneers.
Delivering excellence, every time
Providing real quality and capitalising on our collective strengths will help us to achieve long-term
success.Fantastic attention to detail, big picture thinking, focusing on each client’s success…
are just some of the ways to make excellence a priority. We need to work together, immersing ourselves in our client’s fascinating worlds and
feeling confident to make solid recommendations to help them
achieve their goals.
EAST
WEST
oui sí
yes ja是的Taking an
international perspective
With offices in the EU and South East Asia and best friend networks in the US and China, our
sights are set on creating a truly global firm. Now it’s time to ensure we have the infrastructure, expertise and
perspective we need. Our mindset needs to fit our international status. Cross-selling should be integral
to our work, and Business Services have a huge part to play in this. Exciting cross-border deals
should be part of everyday conversations as we pursue cutting-edge clients
with global agendas.
TECHN
OLO
GY, MEDIA & TELECOM
MU
NIC
ATIO
NS
LOCAL
VILLEFORTUNE
500
#1
Advocating for our sectors
It’s time to seal Olswang’s position as a leading law firm with Technology, Media and
Telecommunications at its core. Real Estate and the other complementary sectors will also be key.
Everything we do should be led by the need to build on our chosen sectors. Our thought
leadership, and passion for our clients’ work will make us 1st choice for fast-growing
and fortune 500 clients.
#1
Celebrate our successes
Our successes are our passport to future opportunities. If we want big, high-value clients to
think of Olswang as the legal firm of choice, then we need to show them why. That means celebrating our successes with high-profile media and marketing
campaigns in our chosen sectors. As well as sponsorship and social media, there are many exciting opportunities that can raise our profile.
Equally, celebrating our achievements, rankings and awards internally is vital. By sharing success with colleagues we
can boost our ability to cross-sell, our sense of pride and our ability to
generate new leads.
InnovativeA pioneering attitude and
entrepreneurial spirit are what make our people stand out. We encourage
everyone to think beyond the ordinary because we know that a wide range
of experiences and perspectivescombined with innovative flair can make every day, every project
and every outcome simply better.
Europe
Sing
apor
eCh
ina
USA
Collaborative By building strong, collaborative
teams that reach beyond departmental and geographical boundaries, and
by valuing others’ contribution, we will achieve better results
and create a rewarding team environment.
ResponsibleAt Olswang we aim for excellence in everything we do. Delivering what’s
best for our clients, colleagues and ourselves is a shared responsibility that
we all play a part in. We don’t blame, we support and improve. Through
open and honest communication and taking pride in the outcome,
we will ensure our impact is positive, powerful and
sustainable.
Our values
Our priorities
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.
Engage leaders in a discussion about the future of the firm
Raise awareness and visually communicate the vision, strategic priorities and values internationally
Encourage involvement and interaction
Use as an opportunity to review and create a new design style for all internal communications to ensure consistency
Results - 7000/9500 employees
• 98% understand and are aligned to vision & values
Further survey - 3200 responses • 76% fully understand how their work contributes to vision & values • 77% feel fully ready to support vision & values
Great stuff
Creativity ineverything
CreativityTheme
Language
Desi
gn
Med
iaExecutionIdeas
Activities
Involvement
Touchpoints Momentum
Creative checklist
Take a step back, re-evaluate your work with an open mind - can I improve this?
Ensure a good balance of image/copy - not too copy heavy
Reduce quotes to the key point
Be careful with colour - ensure you have warmth
Organise your information hierarchy - what is the most important point for the reader?
Take your reader on a journey
Positive messages rather than negative messages, e.g. Do you have a complaint? Swap to... We want to get things right!
Space for message and images to breathe
Conversationfacilitators
Face to face
1
Buddy up
2
Champions & Supporters
3
Social media - help & guidance
4
Campaigns - ideas to involve
5
Arm employees with info Enable them to build strong networks to learn and share Help leaders feel comfortable empowering employees
We mustremember
Why are we doing this? Is it linked to strategy?
Is the brief clear?
Is the solution thought through & backed by insight?
Engagement = dialogue & involvement
A good mix of channels and tools
Think through measurement
2015 forSynergy
Live our difference - brand engagement inside out
Listen - to all channels
Attract the best talent
Keep pushing for growth - be ambitious and brave
Refine content strategy - share far and wide!
8 Top tips
Know your audience
Check in champions
Get personal
Be creative
Be led by insight
Tier your messages
Get people involved
Measure success
2015 forSynergy
Live our difference - brand engagement inside out
Listen - to all channels to know hot topics
Attract the best talent
Keep pushing for growth - be ambitious and brave
Refine content strategy - share far and wide!