Philips Internal Communications: Why every communications professional should have community manager skills

4,320 views

Published on

A presentation about why every internal communications professional should have community manager skills and why we need to change how we communicate internally. Generation Y is forcing us to rethink the way we communicate internally.

Published in: Business, Education

Philips Internal Communications: Why every communications professional should have community manager skills

  1. 1. Internal CommunicationsWhy every communications professional should havecommunity manager skillsDennis AgusiCorporate CommunicationsJune 2012
  2. 2. Today’s AgendaThe workforce From driver to Q&A is changing coach Corporate Communications, Dennis Agusi, June 2012 2
  3. 3. A strong diversified industrial group leading in health and well-beingOur mission: Improving people’s lives through meaningful innovation. Corporate Communications, Dennis Agusi, June 2012 3
  4. 4. Today’s AgendaThe workforce From driver to Q&A is changing coach Corporate Communications, Dennis Agusi, June 2012 4
  5. 5. TodayThe world’s workforce is changing 31,036Generation Y will make up 75% of the world’s workforce by 2025 members Source: Gen-Y Workforce And Workplace Are Out Of Sync Forbes (2012) Corporate Communications, Dennis Agusi, June 2012 5
  6. 6. Generation Y (Millennials) communicates differentlyThis force us to rethink the way we communicate internally• Informal communications• Communicates in real-time• 24/7 and every day• Open and transparent• Works everywhere• Discovers information Source: Gen-Y Workforce And Workplace Are Out Of Sync Forbes (2012) Corporate Communications, Dennis Agusi, June 2012 6
  7. 7. Generation YWhat they expect in the enterprise A voice in the enterprise Social and Real-time informal communications Generation Y Open and Flat transparent communications Corporate Communications, Dennis Agusi, June 2012 7
  8. 8. What does this mean for communicators?The need to communicate differently Before Now Not visible for everyone Visible for everyone Control No control Top-down Bottom-up/side-to-side/top-down One-to-many Many-to-many Corporate Communications, Dennis Agusi, June 2012 8
  9. 9. Today’s AgendaThe workforce From driver to Q&A is changing coach Corporate Communications, Dennis Agusi, June 2012 9
  10. 10. Social technologies allow everyone to communicateWe are not the only communicators in the organization anymore Corporate Communications, Dennis Agusi, June 2012 10
  11. 11. From driver to coach Most communicators are But it’s time to act like a coach driving the communications and facilitate communication Corporate Communications, Dennis Agusi, June 2012 11
  12. 12. What are the new skills required?How is our role changing? FROM: CREATOR TO: ENABLER Primary objective Primary objective Employees understand and believe in Employees are mobilized around company goals company goals Method Method Inform and inspire Provoke and facilitate Comms. environment Comms. environment Hierarchical; one-way push; rely on On employees’ terms; two-way; participatory; mass channels and manager cascades interactive (face-to-face and Web 2.0) Skill set Skill set Writing; channel management; Coaching; facilitating; behavioral psychology; persuasion; shaping strategic agenda identifying business need for communications Success metrics Success metrics Message reach; employee attitudes Employee mobilization; business outcomes Source: Mobilizing the Workforce, Communications Executive Council Corporate Executive Board (2009) Corporate Communications, Dennis Agusi, June 2012 12
  13. 13. What are the skills of a community manager Helpdesk Troublemaker CoachConnects Encouragespeople to sharingpeopleComedian Drives conversationsTeacher Corporate Communications, Dennis Agusi, June 2012 13
  14. 14. Today’s AgendaThe workforce From driver to Q&A is changing coach Corporate Communications, Dennis Agusi, June 2012 14
  15. 15. Q&ACorporate Communications, Dennis Agusi, June 2012 15
  16. 16. Q. How MillennialBONUS!!! Are You? Take the quiz! Corporate Communications, Dennis Agusi, June 2012 16
  17. 17. From driver to coachThe communications professional is not the only one that is communicating dennisagusi or dennis.agusi@philips.com Corporate Communications, Dennis Agusi, June 2012 17
  18. 18. Some facts about Generation Y• Choose their employer based on 83% has a social profile access to leading technology 38% have tattoos• Prefer to choose the computer, mobile device and applications they 64% believes in god use at work 41% have a full time job• Favor instant messaging over e-mail 25% comes from a single parent home• Routinely bypass corporate approval 75% have working mothers procedures when using devices and 40% have been at their jobs less than applications 12 months.• Regularly download nonstandard technologies not available at work• I can get to everything I need online• Up-to-date versions of software Source: global research, Accenture (2012) Gen-Y Workforce And Workplace Are Out Of Sync, Forbes (2012) Corporate Communications, Dennis Agusi, June 2012 19

×