communications for a changing world july 2015
TRANSCRIPT
Abu DhabiBeijingBerlinBrusselsDallasDubaiFrankfurtHong Kong
JohannesburgLondonMilanMumbaiMunichNew YorkParisRome
San FranciscoSao PauloShanghaiSingaporeStockholmViennaWashington, D.C.
Communications for a changing worldJuly 2015
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The World Turned
Upside Down
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A new environment
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A profound loss of trust
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Whose sideare you on?
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Are you with the 1%?
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...or the 99%
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The new normal
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90%2.1
billion 57% 39%
of the world’s data has been created in the last two years
active social media accounts
of consumer traffic by 2015
of B2B buyers identified that they share info
graphics on social media frequently
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44% of global internet users spend over one hour per day on social platforms
(Source: Global WebIndex, January 2014)
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3.38m
1.8m
2005
2015
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The “new normal”Sh
are
of d
evice
traffi
c on
a ty
pica
l wo
rkda
y
Late night(12am-7am)
Early morning
(7am-10am)
Daytime(10am-5pm)
Early evening
(5pm-8pm)
Prime(8pm-12am)
Mobiles brighten
the commute
PCs dominate working hours
Tablets popular at
night
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“In the US, 22% of readers accessed their
news last week via Huffpost compared
with 12% via the New York Times.”
Reuters Institute for the Study of Journalism June
16, 2015
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Appealing to the lowest common denominator?“I was a journalist at the Financial Times. Whenever you work at a newspaper, particularly a newspaper with high standards, you're struck by the gap between the story that appears in the paper the next day and what the journalist who wrote that story will tell you about it after deadline. The version they tell over a drink is much more interesting—legally riskier, sometimes more trivial, and sometimes it fits less neatly into the institution's narrative. Usually it's a lot truer. The very fact that a journalist will ask another journalist who has a story in the paper, "So what really happened?"—now, just think about that question. It's a powerful question. It's the essence of all meaningful gossip.”Nick Denton
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From the Oxford English DictionaryLISTICLESyllabification: lis·ti·clePronunciation: /ˈlistək(ə)l/Definition of listicle in English: noun
An article on the Internet presented in the form of a numbered or bullet-pointed list: a recent BuzzFeed listicle called “21 Pictures That Will Restore Your Faith in Humanity” has attracted more than 13 million views
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Rise of “citizen journalism”
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Or are their grounds for hope?
“The standard unit of production in traditional journalism is an 800 word article… it turns out what people want online is shorter stuff that is focused and creative and meant for social… and the longer stuff…2-3000 words: these are the things people read.”
Kevin Delaney Editor in Chief Quartz
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Traditional media must either adapt …Janine Gibson, former editor-in-chief of The Guardian’s website, soon to be UK editor Buzzfeed: “For someone with a print background, you’re accustomed to the fact that if it… gets into the paper you’re going to find an audience…It’s entirely the other way around as a digital journalist. The realization that [the audience is] not going to just come and read it has been transformative.”
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News outlet brands are migrating to web
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Newspaper ad revenue is less than half of what it was a decade ago… …and despite the
erection of pay walls by some publications, barely 10% of consumers are currently paying for their news
BUT….
2005 201
5
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For some it is already too late…
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According to the US Department of Labor, over the next ten years the number of journalists is set to decline by 13% against an overall average growth in most professions of 11%
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The challenge for
communicators
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What comms directors most worry aboutRise of social, digital and mobile commu-
nicationsIncreased pace of communications
Integration of communications
Doing more with fewer resourcesMore strategic use of communications to
manage reputationEngaging with a broader range of
stakeholdersGreater complexity of work (e.g. managing
multiple channels)Measuring & demonstrating comms'
business impact & value
50%12%
10%7%7%
6%5%
4%
Q. What do you think is the biggest change in the past couple of years in how your communications department does its job?
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Digital and social media “noise” only compounds the problem
% who say they are concerned about each
Changing stakeholder landscape – size and diversity of audiences
Increased government regulation
With social media, how to separate what matters from what doesn’t
Information overload in general
45%
47%
48%
60%
Q. Thinking about your department and the work you do, how relaxed or concerned are you about each of the following?
“[I am concerned about the] communication of
complex ideas in a world that seems to
want 140 character all-in solutions.”
(Industry association, Switzerland)
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Communications continue to shift to digital
Q. How important are each of the following communications channels for your organization now / and how important do you expect them to be in five years’ time?
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The new corporate
communications world
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New tools to measure reputation
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Data can inform PR decisions
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“With the saturation ofchannels, the ability to stand out is our biggest challenge. Graphics can
look slick for anyone, so it's important for reputation,
experience and personality to stand out.”
(Listed company, UK)
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Four things we know
Average time
spent on sites =
125 seconds
Video on home pages
increases engagement by 86%
Posts with visuals = 94% more
page visits
Infographics grow
traffic by 12%
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Time it takes from our brains to process visual cues:
¼ second
Visuals are processed
60,000 xfaster in the brain than text
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Nokia / Alcatel-LucentDeal site
6k
13k
3.5k6k
Number of downloads
Video Infographics
Press release
Presentation
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Let pictures tell the story
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Telling your own story your
way
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“Our distribution channels range from email – 17,000 subscribers get an email from us every day – to Twitter to Gizmodo. Our strategy is to write stories that are so compelling that people want to share and comment on social media, and media outlets want to run with them because they know they will interest their readership. As far as our strategy for fueling that social pickup, we do spend a lot of time constructing enticing gateways to the story – the headline, the opening paragraph, an infographic or the GIF – a short animated film. We’ll take a 10-minute video that someone shot for GE years ago and find a five-second segment that’s really GIF-able and put that out on our channels with a link to the full text.”Tomas KellnerManaging Editor of GE Reports
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“I think the debate about that has disappeared a bit. When we first launched BlueNotes, a number of people from the traditional media had very strong views about it, but now there is a recognition that there will be many forms of journalism. There is an appetite online for a smorgasbord of content – people aren’t subscribing and dedicating themselves to only one outlet. Even if they tried, they would still be inundated with links on their social networks and in their inboxes. The online user has become source agnostic.”
Paul EdwardsHead of Communications, ANZ
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The elites – or managers in companies –
no longer control the conversation.
This isn’t just about Arab spring.
This is about corporate spring.
Marc Benioff, CEO of Salesforce.com
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What does itall mean for us?