Corporate Communications in the 21st Century
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An updated version of my presentation describing skills needed to be successful in a communications role at a large company in 2015 - delivered at Fairfield University, Fairfield, CT - September 29, 2014
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Corporate Communications in the 21st Century
- 1. © 2009 Christopher Bishop chief reinvention officer Improvising careers Corporate Communications In the 21st Century Fairfield University September 29, 2014
- 2. 2 Socio-historical perspective New models Role of social media
- 3. 3 The world is changing…rapidly
- 4. 4 …CRAZY?
- 5. 5
- 6. 6 Automobile Internet Technology adoption continues to accelerate 0 25 50 100 125 15075 Years 25 50 100 TelephoneElectricity Radio Television VCR PC Cellular %Penetration Metaverse YEARS
- 7. 7 21st century communication has evolved from a tops-down, one way interaction…to a conversation 2004 2014
- 8. 8 Sources we trust have changed Trusted sources of information according to US Consumers, 1997 and 2007 Rated 1 (lowest) to 10 (highest) Source: eMarketer Bridge Ratings and University of Massachusetts 2007
- 9. 9 Companies no longer control the message Paid Owned Earned Print, TV, radio, magazines, banners, in- store media Brochures, Web sites, Facebook, retail stores, mobile apps Word-of-mouth, Twitter, YouTube. Flickr, blogs, forums
- 10. 10 The people formerly known as *the audience* are participating
- 11. 11
- 12. 12 Communication tactics has evolved to keep up 1. Email 2. PowerPoint presentations 3. Internet/Intranet articles 4. Announcement memos 5. Newsletters 6. Topic/program specific speeches 7. Collateral/flyers/leave-behinds 8. Press releases 9. Blogs 10. Wikis 11. Podcasts 12. Video 13. Enterprise social 14. Virtual world events
- 13. 13 Team exercise #1 – 10 minutes 1. HTML 5 2. Eps 3. Hootsuite 4. Server log 5. Click-throughs 6. Style Guide 7. Cascading Style Sheets 8. InDesign 9. B roll 10. Sentiment analysis How many of these terms do you know? • What is it? • How is it used?
- 14. What are we trying to achieve? ObjectivesObjectives Key Messages Key Messages Segment audience Segment audience Determine tactics Determine tactics Create calendar Create calendar What are the key messages that we want to communicate? Who are the audiences by role, org, Geo? How do they want to receive information? How frequently do we want to touch them? Approach: define objectives, identify messages, determine audiences, select tactics and frequency
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- 18. 18 Disruptive power of social media Share expertise Find expertise Self-promote Make connections Collaborate Recommend Communicate
- 19. Social marketing: Twitter Potential additional audience based on 1Q Twitter followers = >141,000
- 20. Social marketing: LinkedIn Join our community
- 21. 21
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- 24. 24 Topic: What’s cool about the school? Work in teams 140 characters Include a URL using bit.ly – point to relevant content Add a picture if you want! Team exercise #2 – 10 minutes Create a tweet!
- 25. 25 Prepare for success Write well Embrace technology, stay current Be well-read: know what is going on in the world Network Use social tools
- 26. 26
Hinweis der Redaktion
- My name is Christopher Bishop and I am a currently working at Future Workplace. I am delighted to be here. Let me give you a sense of what I am going to speak about this evening…
- Provide a wider aperture view – describe how changes in technology have impacted culture and hence communications over the past 250 years Talk about the new paradigm for communication – from a fiat issued from above to a dialogue, a conversation Spend a fair amount of time talking about the importance of social media My perspective on what you need to focus on broadly – in order to be successful And a page with a few wide-ranging resources [NEXT SLIDE]
- When I graduated in 1972, there were no: no personal computers, no World Wide Web, no cell phones, no Facebook, no DVDs’ also - no hybrid cars, no blogging, no texting, no Leet Speak, no cloning, no mapping the human genome, no space shuttle, no microloans, no wireless power, no black president,
- During your careers you will be on a first name basis and work on a daily basis with people in many different locations World is Flat-Thomas Friedman; Here Comes Everybody, Cognitive Surplus – Clay Shirky
- Newer technologies have been taking hold at two and three times previous rates Years to reach 50% in U.S. marketplace adoption – Telephone – 80 Radio – 38 TV – 13 Internet – 4 Metaverse - ? [NEXT SLIDE] 200 million users of My Space as of Sept 2006 –If it were a country it would be the 11th largest in the world – between Japan and Mexico Number of text messages sent and received every day exceeds the number of people on the planet 40 exabytes (4.0 X 10 19th power) of new information will be generated this year-more than in the previous 5000 years it’s a good time to be having this discussion about the changing nature of innovation. Because as this chart illustrates, there’s simply no doubt that the pace of innovation, and the time between important new innovations, is changing. Today, new technologies are taking hold at double or triple the previous rate. Compare the penetration of cell phones in our society with the telephone. The invention of the telephone took nearly 40 years to reach the same societal penetration as cellular technology has in five years. All of which comes with implications for about ability to absorb, adapt and respond to the policy and ethical implications that always accompany technical advances.
- …
- In terms of trusted sources of information, people we have never met but who communicate clearly and have a solid reputation are outpacing relatives and friends. Think of them as *strangers with experience or expertise*. And advertising is in a distant 8th place! [NEXT SLIDE]
- The new model includes two traditional approaches and one net new one. Historically, companies buy ads in newspapers and on TV, use billboards, send direct mail marketing content to reach their target audience. In terms of content that they own – this has included retail stores and brochures as well as *modern* digital tactics used in the past 15 years such as web sites, extranets, and other content destinations that they own. In the new digital native world, there are relationships that can only be earned. This includes social tools such as Twitter, Facebook, LinkedIn, YouTube, Flickr as well as word of mouth. This requires a major rethink in terms of how companies reach their target audiences – be they current and future customers, journalists, investors, analysts as well as current and potential employees.
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- Here are some of the tactics we use at IBM to share messages with internal and external audiences. [NEXT SLIDE]
- Because corporate communications covers a range of tactics, you need to know about terminology and processes related to writing, creating images, designing Web sites, editing video, producing blogs and tweets, measuring value of on-line content, understanding options in virtual worlds [NEXT SLIDE]
- You can’t improve what you can’t measure – and schedule! Touches depend on all the previous factors – is it a press release tied to a product or program announcement? Or a monthly newsletter from an exec to his/her team? [NEXT SLIDE]
- We get direction for look and feel as well as tenor and tone and messaging from the top of the business – Marketing and Communications Audience: worldwide employees – execs, sales and field teams, delivery teams Objective: call to action, share info on IBM in general, HR news, business unit info as appropriate Tactics: PowerPoint, exec memos, intranet, newsletters [NEXT SLIDE]
- These tactics are targeted at our external audiences: Objectives: provide IBM-specific information tailored to unique communities Audience: analysts, investors, shareholders, press/media Tactics: press releases, public Web sites, flyers, PowerPoint, social media Let’s talk about social media… [NEXT SLIDE]
- Does this woman look familiar!? I use this as a metaphor for the degree to which social media has permeated the global culture Who has a Twitter handle? A LinkedIn profile? A Facebook page? A Flickr photostream? A Google+ account? [NEXT SLIDE] …
- Wide-ranging multi-faceted value prop: Share expertise Find expertise Self-promote Make connections Collaborate Recommend Communicate
- We created a Flickr Photostream where we post images related to IBM Citizenship activities. This is a set of photos taken when a team of African students and young entrepreneurs came to IBM headquarters last summer for a visit. [NEXT SLIDE]
- [NEXT SLIDE]