Identifying & Integrating Digital Skill Sets into Media Organizations

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Presentation given at MediaNext Conference in NY 1/8/13 discussing the integration of digital skills into media organizations

Presentation given at MediaNext Conference in NY 1/8/13 discussing the integration of digital skills into media organizations

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  • 1. Digital  Skill  Sets:  Iden?fy  &  Integrate   Dan  McCarthy   Partner,  The  McCarthy  Group   Partner,  DeSilva+Phillips  
  • 2. Session descriptionTraditional media companies are working hard to ramp uptheir digital-media skillsets by acquiring non-traditionalcompanies focusing on social media, marketing services,Web development and the like. But integrating non-traditional, entrepreneurial companies into largeestablished corporate cultures is a tricky business. Sit infor a look at how some of these transitions have gone, andlearn what to do – and what not to do.
  • 3. Structure of this session•  45 minutes•  Discussions are better than lectures•  We’ll review 4 key questions •  We’ll use that dialogue as a springboard for whatever discussion you desire
  • 4. The four questions•  What are the new requirements that are being put on my business that I need to have digital know-how to solve?•  What is the best way to introduce the skills into my organization to satisfy those requirements?•  How do I know whether I have the right mix of skills or not?•  Do I have the right leadership skills to transform the organization?
  • 5. What are the new requirements that are being put onmy business that I need to have digital know-how tosolve?QUESTION 1
  • 6. Memes•  Old vs. new paradigms –  More of the same vs. more from the same –  Information vs. data•  Technology-enabled lives
  • 7. Bridging the Generation Gap
  • 8. What is the best way to introduce the skills into myorganization to satisfy those requirements?QUESTION 2
  • 9. Alternatives•  Hire individuals with new skills to do new things•  Train individuals to do old things in new ways•  Start new business groups to do new things•  Acquire businesses to do new things
  • 10. Skills & Capabilities
  • 11. Examples of skills & capabilitiesSkills Capabilities•  Web design •  Social media marketing•  Product management •  CMS•  Video content •  Digital marketing•  Data analytics campaigns•  Customer service •  Lead nurturing•  Product fulfillment•  Lead generation
  • 12. How do I know whether I have the right mix of skills ornot?QUESTION 3
  • 13. A Skills Assessment Matrix•  Define the market demands –  What are the habits of the audience? •  What knowledge do they want access to? •  What information do they value? •  What options do they want for access? –  What about the audience do the marketers value? •  What is the value of a new customer? •  What is the average cost to acquire customers? •  What are the primary marketing channels? •  What role does content play in the marketing program?•  Identify the points of value you can deliver to the market•  Compare your organizations ability to deliver on the points of value against the market demands
  • 14. Do I have the right leadership tools to transform theorganization?QUESTION 4
  • 15. The leadership challenge•  Mission –  Define, express, assert•  Culture –  Recognize, value, reinforce•  Knowledge –  Prioritize, respect, demonstrate
  • 16. Dan McCarthydan@themccarthygroup.comwww.themediatransformation.comTHANK YOU