How	to	bring	a	newsroom	into	
a	bank…	
RoX	Conference	2015	
Robert	Hanke,	crosscom	
robert.hanke@crosscom.cc	
+43	(699)	12...
How	it	all	began…	
The	client:	“Develop	Digital	Signage	for	our	new	
branches…”	
	
Answer:	“OK”
Result:
Done!
How?	
•  Process
Banks	love	processes!
Do	we	need	processes	in	our	daily	work?	
	
•  No.	
•  But	they	are	ladders.
What	to	do	with	ladders?	
•  Throw	them	away,	aUer	established.	
(Ludwig	WiWgenstein,	Tractatus	Logico-Philosophicus)
Next	step:	
•  The	client:	“Develop	processes	for	all	the	other	
media	we	have…”	
•  That	means:	Transfer	the	learnings	&	...
How?
3	possible	ways:	
a)  Evaluate	the	internal	processes,	make	sugges_ons	
how	to	op_mize	and	create	synergies	
b)  Do	a)	and...
•  The	client:	“Your	mission	is	to	establish	a	
newsroom…”	(…in	one	of	the	biggest	banks	in	
Austria).	
•  The	answer:	“No...
•  Client:	“You	just	tell	me	what	you	need	for	the	
project,	and	you´ll	get	it!”	
•  The	answer:	“Well,…”	
	
•  “Let´s	do	...
Recipe	for	a	newsroom:	
•  Organiza_onal	development	
•  Enough	_me	(at	least	one	and	a	half	year)	
•  Power	to	reorganize...
•  Mix	it	all	together	with	a	plan,		
•  ready!
What	is	important?	
•  Doors	are	open	(symbolic	power)	
•  A	key	to	the	system	for	the	users	(licenses	&	smart	
terminals,...
How	does	it	work	in	real	life?
What´s	next?	
•  The	newsroom	as	a	base	for	a	new	era	of	
communica_on
That	means:	
•  Establishing	new	func_ons	of	CRM	(targe_ng,	
retarge_ng,	segmenta_on,	big	data,..)	
–  Obstacles	are	not	t...
We	never	give	up!	
•  Thanks	for	listening!		
•  Team	
– Margit	BiWner	
– Hermann	Rauschmayer		
– Reinhard	Tötschinger		
–...
USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens
USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens
USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens
USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens
USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens
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USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens

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Speaker: Robert Hanke (GF crosscom)

Der neue Bank Austria Newsroom zeigt, wie hunderte Kommunikations-Themen von einem kleinen Team mit Hilfe von Dashboards gesteuert und die Contents in bis zu 80 Channels dirigiert werden.

Robert Hanke skizziert in seinem Vortrag die Herausforderungen in einem solchen Organisationsentwicklungsprojekt, vergleicht die Theorie mit den Erfahrungen in der praktischen Umsetzung und beschreibt die symbolische Kraft von sichtbar gewordener IT via Dashboards auf internen Screens und mobilen Endgeräten.

Haben Sie dazu Fragen oder möchten Sie die Folien haben, dann kontaktieren Sie uns bitte unter office@usecon.com

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USECON RoX 2015: Kommunikation als Pionier des neuen Arbeitens

  1. 1. How to bring a newsroom into a bank… RoX Conference 2015 Robert Hanke, crosscom robert.hanke@crosscom.cc +43 (699) 1234 20 44
  2. 2. How it all began… The client: “Develop Digital Signage for our new branches…” Answer: “OK”
  3. 3. Result:
  4. 4. Done!
  5. 5. How? •  Process
  6. 6. Banks love processes!
  7. 7. Do we need processes in our daily work? •  No. •  But they are ladders.
  8. 8. What to do with ladders? •  Throw them away, aUer established. (Ludwig WiWgenstein, Tractatus Logico-Philosophicus)
  9. 9. Next step: •  The client: “Develop processes for all the other media we have…” •  That means: Transfer the learnings & processes we made when establishing Digital Signage to all the other media: –  Internet –  Intranet –  Social Media –  Print Publishing –  and so on.
  10. 10. How?
  11. 11. 3 possible ways: a)  Evaluate the internal processes, make sugges_ons how to op_mize and create synergies b)  Do a) and in addi_on establish a small team of pilots, working interdisciplinary across classic communica_on disciplines (print, online, marke_ng, mul_ channel management, PR, communica_ons,…) c)  Establish a newsroom (like in the big media houses…) This last op_on was meant to be the drop result. Why? It simply wouldn´t fit to a bank.
  12. 12. •  The client: “Your mission is to establish a newsroom…” (…in one of the biggest banks in Austria). •  The answer: “No way.”
  13. 13. •  Client: “You just tell me what you need for the project, and you´ll get it!” •  The answer: “Well,…” •  “Let´s do it!”
  14. 14. Recipe for a newsroom: •  Organiza_onal development •  Enough _me (at least one and a half year) •  Power to reorganize established processes •  Open minded CEO •  Social first •  An innova_ve working environment •  And a strong brotherhood with IT (that meant to do most of the concep_onal development by yourself, strong external partners and tolera_on of the internal IT)
  15. 15. •  Mix it all together with a plan, •  ready!
  16. 16. What is important? •  Doors are open (symbolic power) •  A key to the system for the users (licenses & smart terminals, MS Surface for example) •  Trainings for the employees •  Know how your internal target groups are ac_ng •  Let the experimental character •  If possible no interference with other organiza_onal development projects (like moving the whole department into a new working area) •  Design, Design, Design (Usecon, to work on usability) •  Communicate, communicate, communicate!
  17. 17. How does it work in real life?
  18. 18. What´s next? •  The newsroom as a base for a new era of communica_on
  19. 19. That means: •  Establishing new func_ons of CRM (targe_ng, retarge_ng, segmenta_on, big data,..) –  Obstacles are not technical but security, compliance issues •  New methods of content distribu_on –  “storytelling” & content hub •  New Media –  New website –  New online customer magazine (“no more print publishing”) –  New newsleWer system •  That leads to new online processes and to •  New products. Some_me.
  20. 20. We never give up! •  Thanks for listening! •  Team – Margit BiWner – Hermann Rauschmayer – Reinhard Tötschinger – Wolfgang Rehberger – Mario Simandl – Peter Hössl – Robert Hanke T TSCHINGER T R A N S F O R M A T I O N Dr. Reinhard Tötschinger 1010 Wien Spiegelgasse 23/7A 0043 1 5854976 0043 (0)664 1623409 reinhard@toetschinger.com www.toetschinger.com Contact: Robert Hanke, crosscom robert.hanke@crosscom.cc +43 (699) 1234 20 44

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