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Do You Live and Breathe Digital Communication?

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Many companies are still struggling with digital transformation. The communication department is just one of the affected that's often failing behind. Here's what's happening in the world of digital and they key communication trends we're looking at ahead.

Veröffentlicht in: Marketing
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Do You Live and Breathe Digital Communication?

  1. 1. Do You Live and Breathe Digital Communication? ILIYANA STAREVA 5 MARCH 2019
  2. 2. ILIYANASTAREVA.COM Global Partner Program Manager at HubSpot Author of Inbound PR @ILIYANASTAREVA ILIYANA STAREVA
  3. 3. 7 STEPS TO DIGITAL COMMUNICATION TALKING POINTS 9 DIGITAL COMMUNICATION TRENDS WHY DIGITAL MATTERS IN COMMUNICATION
  4. 4. Why Digital Matters in Communication @ILIYANASTAREVA
  5. 5. @ILIYANASTAREVA What are you afraid of?
  6. 6. @ILIYANASTAREVA@ILIYANASTAREVA
  7. 7. @ILIYANASTAREVA@ILIYANASTAREVA Fear only holds us back Silfra in Thingvellir National Park Iceland 8 January 2017
  8. 8. Digital is an enterprise- wide strategic priority. Communication cannot be isolated. @ILIYANASTAREVA
  9. 9. Everyone in the organisation plays a role @ILIYANASTAREVA
  10. 10. @ILIYANASTAREVA
  11. 11. "Change-making creates resistance. It is against the rules. Change is seen as loss. It is scary. But you have to learn not to stop yourself. You have to learn to give yourself permission to imagine a better way, to envision opportunity where others see only risk." BETH COMSTOCK - IMAGINE IT FORWARD @ILIYANASTAREVA
  12. 12. Why transform? 1. Growth opportunities in new markets (51%) 2. Evolving customer behaviour and preferences (46%) 3. Increasing competitive pressure (41%) 4. New standards in regulatory and compliance e.g. GDPR (38%) TOP 4 REASONS FROM ALTIMETER: @ILIYANASTAREVA
  13. 13. Digital communication at the top @ILIYANASTAREVA
  14. 14. Digital communication key for publishers @ILIYANASTAREVA
  15. 15. Where's your stakeholder journey mapping? @ILIYANASTAREVA
  16. 16. AI, Big data, IoT in the top 5 of digital technology investments @ILIYANASTAREVA
  17. 17. And that's every industry @ILIYANASTAREVA
  18. 18. With every engagement channel @ILIYANASTAREVA
  19. 19. 9 Digital Communication Trends @ILIYANASTAREVA
  20. 20. Connected Engagement There's no reason why communication should stop once the customer purchases or the employee has been hired. Mobile apps and connected devices such as the Fitbit app allow you to inform people of new features, upgrades or related devices and friend's activity. These messages are relevant and in real-life. BRANDS BEGIN TO USE CONNECTED DEVICES TO CONTINUE ENGAGING WITH CUSTOMERS POST-PURCHASE @ILIYANASTAREVA
  21. 21. From Screens to Senses Sensory interaction - voice, visual, gesture - is significantly different from screen interaction - it frees people to communicate in whatever style they prefer, but is more challenging to design for. It's how people naturally relate to the world. And it's how they are starting to search too - have you tried Google Images search? AI ENABLES US THE SHIFT FROM BROWSER OR APP-INTERACTIONS TO INTERACTIONS WITH OUR SENSES @ILIYANASTAREVA
  22. 22. Towards Trust We no longer differentiate between real and fake news and as skeptical audiences we don't trust brands. Digital communicators need to map out trust points throughout the customer journey and work even more with influencers to create and deepen trust. That applies to internal communication too. COMMUNICATORS SHIFT FROM MANAGING TOUCH POINTS TO CREATING TRUST POINTS @ILIYANASTAREVA
  23. 23. People Leaving Social People are beginning to leave social networks seeking to detox, because they've become conscious of how they spend their time online. They are more careful about the content they consume searching for meaningfulness more than anything. The news industry is leaving Facebook as well. CONSUMERS ARE USING MORE TOOLS FOR A DIGITAL DETOX @ILIYANASTAREVA
  24. 24. From Feeds to Groups Platforms will step up their battle against misinformation and disinformation but the problem shifts this year to stories, closed networks and community groups that naturally create more trust for people like WhatsApp. However, this type of closed engagement becomes harder to get into, track and control so WOM is key here. PEOPLE ARE SEEKING CLOSED COMMUNITIES AND STORIES THEY CAN TRUST @ILIYANASTAREVA
  25. 25. Subscriptions for News Over half (52%) expect this to be the MAIN revenue focus in 2019, compared with just 27% for display advertising, 8% for native advertising and 7% for donations. This is a huge change of focus for the industry according to a research by Reuters Institute and Oxford University. SUBSCRIPTION AND MEMBERSHIP IS THE KEY PRIORITY FOR THE NEWS INDUSTRY IN 2019 @ILIYANASTAREVA
  26. 26. Audio in Journalism With many publishers launching new daily news podcasts, the majority (75%) think that audio will become a more important part of their content and commercial strategies. For 78% emerging voice-activated technologies (Amazon Alexa and Google Assistant) will have a significant impact on how audiences access content over the next few years. AUDIO AND VOICE ARE BECOMING KEY FOR PUBLISHERS @ILIYANASTAREVA
  27. 27. Platforms to Video & TV Online video is set to be a key battleground, especially with subscription-type businesses like Apple Music, Amazon Prime, Spotify, Netflix, Facebook Watch, IGTV as ways to re-invent TV and music in a more social and interactive way for B2B, B2C and employees as stakeholders. AUDIO AND VOICE ARE BECOMING KEY FOR PUBLISHERS AND BUSINESSES @ILIYANASTAREVA
  28. 28. The Math is Coming Content teams are starting to hire more and more data analysts who can dive deep into data and identify trends and issues around the customer, media or employee journeys and their experience with brands including communication and engagement. 2019 IS THE YEAR WHEN THE "MAD MEN" ARE STARTING TO HIRE "THE MATH MEN" @ILIYANASTAREVA
  29. 29. Beware the Risks PRIVACY DATA PROTECTION LEGAL REGULATIONS RESPONSIBILITY FOR USER ACTIONS AND USER DATA
  30. 30. 7 Steps to Digital Communication @ILIYANASTAREVA
  31. 31. The way people make decisions has changed. Consumers are empowered and their expectations have expanded. But a lot of businesses are falling behind. The inbound methodology helps teams and businesses grow better. @ILIYANASTAREVA
  32. 32. External Communication is not just about Media Relations anymore @ILIYANASTAREVA
  33. 33. Inbound works with all media types @ILIYANASTAREVA
  34. 34. Inbound works with AI too @ILIYANASTAREVA
  35. 35. Inbound works for employees too @ILIYANASTAREVA
  36. 36. @ILIYANASTAREVA
  37. 37. 7 Steps to Digital Communication @ILIYANASTAREVA
  38. 38. 1. Set Your Goals What are we trying to achieve as a business? Why? What part should digital communication play in this? Why? What return do we expect? Why? @ILIYANASTAREVA
  39. 39. 2. Nail Your Stakeholder Personas Who are you really trying to engage with? For what purposes? @ILIYANASTAREVA
  40. 40. @ILIYANASTAREVA Buyer Persona Who are our ideal customers that are going to be interested in our content? What does a day in their life look like? How do they prefer to be reached? How do they do research when making a buying decision? What are they looking for when making buying decisions and what do they worry about? What challenges do they face when making buying decisions? Who are the journalists, bloggers, YouTubers etc. that have an interested in us? What does a day in their life look like? How do they prefer to be contacted? How do they do research when writing a story? What are they looking for when working on a story and what do they write about? What challenges do they face when working on a story? Media Persona
  41. 41. 3. Define Their Journey How do your stakeholder personas make decisions? What steps to they take? What's their experience with your brand? @ILIYANASTAREVA
  42. 42. @ILIYANASTAREVA
  43. 43. 4. Create a Content Plan What topics work for your stakeholders? What content formats are best? What type of frequency of new content creation and publishing is required? @ILIYANASTAREVA
  44. 44. @ILIYANASTAREVA
  45. 45. 5. Promote Your Content What digital communication channels do your stakeholders prefer? How often do they use them and for what purposes? How can you best engage with your stakeholders? @ILIYANASTAREVA
  46. 46. @ILIYANASTAREVA
  47. 47. @ILIYANASTAREVA
  48. 48. @ILIYANASTAREVA
  49. 49. @ILIYANASTAREVA
  50. 50. 6. Nurture Your Leads How do you further engage with your stakeholders? How do you support their decision-making journey? How do you delight them and make them your supporters? @ILIYANASTAREVA
  51. 51. 7. Measure Results Did you achieve your set out in the beginning? Why yes or why no? What worked and what didn't? What can we do better next time? What can we kill? @ILIYANASTAREVA
  52. 52. 3 Key Takeaways 1. UNDERSTAND THE OPPORTUNITIES DIGITAL OFFERS 2. RESEARCH AND DEFINE YOUR STAKEHOLDER JOURNEYS 3. CREATE EXPERIENCES WITH YOUR DIGITAL COMMUNICATION EFFORTS @ILIYANASTAREVA
  53. 53. ILIYANASTAREVA.COM Thank you!

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