how the world of internal communication is changing, presented by dean russell, fleishman-hillard

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How the World of internal communication is changing

Presented by:

Dean Russell, Director, Digital Practice@dean_r

http://london.fleishmanhillard.com(Note: Slideshare users – notes available in the speaker notes tab)

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3principles

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#1. Social media might not be the right fit.

http://unrealitymag.com/wp-content/uploads/2009/09/fat-spiderman3.jpg

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#2. Being on Twitter is not a strategy.

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#3. Some people just won’t care

• http://www.pollsb.com/photos/o/31172-care_this.jpg

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What am I going to talk about?

#1. What

has changed?

#3. Wheredo

you go from here…

#2. Howdo you unlock your

organisation?

CIPRFresh 7#1. What – has changed?

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Why?

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We are constantly bombarded with messages vying for our attention

www.futuristspeaker.com/2009/07/the-future-of-influence/

CIPRFreshSource: http://robstretch.com/wp-content/uploads/2010/02/win_friends_influence.jpg

1111

“For the first time the consumer is boss, which is

fascinating, scary and terrifying because

everything we used to know will no longer work”

Kevin Roberts, chief executive of Saatchi & Saatchi

Source: hillaryjohnson.typepad.com/photos/uncategorized/2008/03/26/tincantelephone.jpg

12Source: http://thepublicinterest.freedomblogging.com/files/2009/05/megaphone.jpg

CIPRFreshhttp://www.typewritermuseum.org/_ills-library/_photos/_arc/hammond_sales_office_%20philadelphia_circa1900.jpg

CIPRFreshhttp://www.tsa.gov/blog/uploaded_images/Laptop-at-airport-717955.jpg

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CIPRFreshwww.gnucitizen.org/images/mediaposter-2007-07.png

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Photo of book about getting a

good career

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How- do you

unlock your organisation?

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1. Networking

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What is TwitterFacebook

Linked In etc

http://talentegg.ca/incubator/

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1. Develop and grow their network

2. Showcase skills

3. Become an expert or influencer

4. Access industry knowledge

5. Understand current trends

6. Attend industry social events

Use social to provide

opportunities for staff to:

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2. Collaborating

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Improving together

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Surveys and feedback

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Sharing experiences real-time

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Shared research

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Finding subject matter experts

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Finding subject matter experts

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Promoting expertise

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Sharing knowledge

Source: http://thecontentwrangler.com/2007/08/31/anne_gentle_vs_joann_hackos_is_there_a_documentation_wiki_in_your_future/

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3. The impact of social business

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Faster speeds and mobileContent is eternal and sharableNew tools make everyone a content creatorMedia is modular

Technology Changes

Business Model Changes

Behavioral Changes

Everyone has a voiceNew communities are formingTime shiftingInformation is free…Information overload

Fragmenting channels Traditional media is being absorbed and changedLoss of control over brands

Three Dimensions of Change

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37

Media relations <Events Corporate <

Public affairs <Crisis <

Writing /pubs <Consumer Exec visibility <

Financial comms < Internal <

The PR Road

Corp Comm DirectorsPR Managers

Advertising & Marketing

Chief Marketing OfficersBrand Managers

> Advertising> Creative > Branding

> Direct response> Lead generation

> Promotions> CRM> Sales

MobileMarketing

ORM> SEO

> Google> Wikipedia

Website Design/Tech> Info arch.

> U/X> Apps

> Widgets> Flash

Social Media> Blogger

Relations> OEO

> WOM/Viral> Social

networking> Reviews/testimonials

PR 2.0

Creative Strategy

> Personas

Visual ID> Branding

Content> Video> Audio> UGC

> Motion graphics

Online Advertising> Display

> SEM> Games

> Advertorials> Promotions

Insights> Data, metrics,

measurement, analytics

Awareness-Consideration-Purchase

Marketing 2.0

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Corp Comm DirectorsPR Managers

Chief Marketing OfficersBrand Managers

A New Category

Communications SynthesisStrategic integration

AlignmentSocial business consulting

MobileMarketing

ORM> SEO

> Google> Wikipedia

Website Design/Tech> Info arch.

> U/X> Apps

> Widgets> Flash

Social Media> Blogger

Relations> OEO

> WOM/Viral> Social

networking> Reviews/testimonials

Creative Strategy

> Personas

Visual ID> Branding

Content> Video> Audio> UGC

> Motion graphics

Online Advertising> Display

> SEM> Games

> Advertorials> Promotions

Insights> Data, metrics,

measurement, analytics

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Media Relations

Social Networking

Blogging, Podcasting or RSS

Micro-blogging

Email Marketing

Search Engine Optimization

Web Content Management

Social Bookmarking

82%

80%

77%

72%

56%

62%

52%

51%

Korn-Ferry: Changing job requirements.

Knowledge of candidates for PR/marketing jobs:

Somewhat Important Very Important

Source: Korn-Ferry /PRSA 2009 Digital Readiness Report

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“18% of hiring decision makers for communications jobs today have

no interest at all in traditional public relations skills.”

Source: Korn-Ferry /PRSA 2009 Digital Readiness Report

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Source: Me - Today

The social business model is a necessity in the 21st Century

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4. Hiring the right people

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Hiring through the network

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5. Getting buy-in

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When the winds of change blow, some people build walls and

others build windmills (Chinese proverb)

“ “

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Buy-in...

To allow To do

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6. Measuring ROI

50

10 x minutes finding information per day

10 minutes (per day) x 240 (approx. working days in year)

40 hours per year wasted (approx)

51


10 minutes (per day) x 240 (approx. working days in year)


40 hours per year x number of employees (e.g. 100)


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10 minutes (per day) x 325 (working days in year)


40 hours per year x number of employees (e.g. 100)


4000 hours x average hourly rate (e.g. £100 p/h)£

£400,000 wasted per year

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WHERE – do you go from here?53

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CIPRFreshSource: http://nuwen.files.wordpress.com/2009/03/overwhelmed.jpg

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So in summary…

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1. Find the right fit for your business

2. Don’t force it on people

3. Find the influencers internally

4. Don’t let fear of change limit the organisation

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Thanks for listening!

Dean Russell

@dean_r

[email protected]

http://london.fleishmanhillard.com