Your SlideShare is downloading. ×
0
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Content and communications where the twain should meet
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Content and communications where the twain should meet

763

Published on

Slides from the presentation I gave to IABC France in Paris on 21 March 2013

Slides from the presentation I gave to IABC France in Paris on 21 March 2013

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
763
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Twain derives from the Old English twegen, meaning two. The phrase never the twain shall meet was used by Rudyard Kipling, in his Barrack-room ballads, 1892:"Oh, East is East, and West is West, and never the twain shall meet."There, Kipling is lamenting the gulf of understanding between the British and the inhabitants of the Indian subcontinent. It may well be that he coined the phrase - at least, I can't find an earlier citation of it in print.
  • Stronger multi-skilled teams to meet organisation’s business goals
  • many comms departments now are called corporate communications departments.
  • The person with the 360 degree knowledge of all the different functions who can bash everyone’s heads together and sort out all this mess!Must be strong leadership at top to sort out the power struggles. Power struggles get in the way of business objectives.
  • 1 in 10 failed to see the relevance of social mediaJust another comms channelWaste of timeFlash in the panAnd those who did saw no priority to recruit accordingly, just use what they have
  • And collaboration
  • And collaboration
  • 17% of organizations have a fully functional digital board = about 78Business functions play a much larger role as members of this bodyIntranet, websites, social media, .collaborative spacesDecision making must be based on knowledge and expertise, not powerHIPPO – highest paid person in organisation decides what goes on home page
  • Digital Boards with high-level senior participation are less common than 12 months ago
  • Can combine a digital board and a digital centre of excellence
  • Transcript

    • 1. Content and communicationsWhere the twain should meetDiana RailtonIABC France
    • 2. www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php
    • 3. Key pointsContent supports communicationsContent takes communications forwardMulti-skilled digital teamsIntegrated strategiesCross-organisational collaboration
    • 4. 1 Content and content strategy2 Communications3 Communications and content strategy4 Digital teams and governance
    • 5. 1 Content and content strategy
    • 6. „I have difficulty with theconcept of content –it smacks of a term coined indesperation to describe adisparate and amorphousgroup of extraordinarily different http://mikeduran.comconcepts and products with theidea of somehow “bucketizing” it(thank you, America)...‟Jeremy Probert, Corporate Communications Director,in his blog The Wordmonger
    • 7. What is content?„A hairy, complicated beast‟Kristina Halvorson
    • 8. What is content?„A hairy, complicated beast‟Kristina Halvorson
    • 9. What is content?‘Anything that conveysinformation to humans‟Erin Kissane
    • 10. What is content?„Business-critical content‟„Relationship content‟Rahel Bailie and Noz Urbina
    • 11. What is content?„Content is story.And content strategy isstory telling.‟Prateek Sarkarformer director of user experience, Walt Disneyat Confab 2011
    • 12. What is content?Anything that goes into a communicationchannel
    • 13. Multi-channels,platforms anddevices www.slideshare/KMcGrane/ adapting-ourselves-to-adaptive-content-12133365
    • 14. www.tobstar.com.au/images/responsive_diagram.png
    • 15. Curtesy Google
    • 16. Wikipedia comms
    • 17. Multi-devicesCreate once, publish everywhereCOPE
    • 18. ‘Intelligent content’ helps you COPE
    • 19. What is intelligent content?‘Content that is structurally richand semantically categorized,and is therefore automaticallydiscoverable, reusable,reconfigurable, and adaptable‟Ann Rockley and Charles Cooper
    • 20. What is content strategy?Strategic multi-channel corporate publishing
    • 21. What is content strategy?‘Content strategy is an emerging field of practiceencompassing every aspect of content, includingits design, development, analysis, presentation,measurement, evaluation, production,management, and governance.‟Former Google Knol on content strategy
    • 22. What is content strategy?„Content strategy is the practice of planning forthe creation, delivery and governance ofuseful, usable content.‟Kristina Halvorson
    • 23. CORPORATE WEBSITE
    • 24. Kristina Halvorson
    • 25. „Organizations invest tremendous resources ondeveloping the framework for a great userexperience – fabulous design, robust contentmanagement infrastructure.Yet when it comes to the content itself, there‟soften a gap.The end result is that the value proposition forcustomers can‟t be delivered...‟Rahel Bailie
    • 26. IPG.book.com
    • 27. A repeatable system
    • 28. PlanMeasure Create Content strategy Govern Deliver
    • 29. Governance Centralised publishing Devolved publishing
    • 30. Content marketingCorporate publishingCorporate journalism Brand journalism Branded media Brand content Branded content Inbound marketingCustomer publishing Custom publishing
    • 31. What is content marketing?Creating and distributing valuable content toattract, engage and acquire customers* communicating without selling* information to make buyer more intelligent* brand loyaltyAdapted from the Content Marketing Institute
    • 32. B2B Content Marketing: 2012 Benchmarks, budgets, and trends,Content Marketing Institute
    • 33. Econsultancy, Sept 2012
    • 34. www.searchnewsmedia.co.uk
    • 35. www.searchnewsmedia.co.uk
    • 36. Unified content strategy
    • 37. 2 Communications
    • 38. THE COMMUNICATIONS PROFESSION
    • 39. Marketing commsBrand managementAdvertisingPublic relations / reputation management / media relationsInvestor relationsGovernment relationsAdvocacy commsInternal comms / employee engagementPublicationsEventsCorporate social responsibilityChange management / crisis commsDigital commsChannel management, websites, intranets, social media ...Community managementContent+++
    • 40. Photo: billjacobus
    • 41. Photo: timpeartrice
    • 42. 68,000 members
    • 43. ‘The Never-EndingTurf War betweenPR and Marketing’
    • 44. Call for integrated communications„If we persist in this argument, we will never beable to set in place a sound communicationsstrategy‟
    • 45. Call for integrated communications„United we stand, divided we fall‟
    • 46. INTEGRATEDCOMMUNICATION MANAGEMENT
    • 47. ‘... the opportunities and complexities ofcontent are forcing divisions together inefforts to avoid duplication, neglect, andconflict.’Julia Hood, PR Week US, April 2012
    • 48. ‘So much of the digital land-grab has focusedon execution. In the case of content,communications has an opportunity,virtually a mandate, to be its true strategicleader.’Julia Hood, PR Week US, April 2012
    • 49. Corporate communications is broader than PR
    • 50. Corporate communicationsA system that enables organizations to strategicallyorchestrate and manage all types of external andinternal communications
    • 51. en.wikipedia.org
    • 52. COMMUNICATIONS DIRECTOR
    • 53. WikimediaCommons
    • 54. Business Leaders inCommunications Study 2012„The most comprehensive overview of thefunction, structure and role of corporatecommunications today and in the future‟95 comms directors, FTSE companies
    • 55. Business Leaders in Communications Study 2012VMA Group
    • 56. 1 in 10 failed to see the relevance of social media Wikimedia Commons
    • 57. Are corporate comms departmentsbehind the digital times?
    • 58. NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
    • 59. NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENTLess formal messagingMore social and collaborative
    • 60. http://community-roundtable.com/2009/06/the-community-maturity-model/
    • 61. Community Maturity Model Stage 1 Stage 2 Stage 3 Stage 4 Hierarchy Emergent Community Network communityLeadership Command and Consensus Collaborative Distributed controlContent and Formal and Some user- Community- Integratedprogramming structured generated created content formal, user- content generated and community- created content Adapted from www.communityroundtable.com
    • 62. WikimediaCommons PD-USGOV-NASA
    • 63. http://p.twimg.com
    • 64. 3 Communications and content strategy
    • 65. THE STRATEGY DEPARTMENT? Alan Sugar
    • 66. Business strategy external and internalCommunications strategy comms strategies + digital strategy Content strategy publishing / editorial audiences, goals, issuesplan for creating, delivering, governing, brand messaging measuring content tone of voice globalisation, localisation + repeatable system information architecture / Channel strategies user experience content management + digital strategy search, metadata, accessibility, design, IT Return on Auditing Measurement investment
    • 67. Business strategyCommunications Contentstrategy Content strategy Channel strategy strategies Digital strategy One unified content strategy
    • 68. INTEGRATED STRATEGIEShttp://masdenglish.tripod.com
    • 69. 4 Digital teams and governance
    • 70. www.toledoblade.com
    • 71. Digital teamsNew:BoardsSteering committeesUnitsRoles
    • 72. www.digital-workplace-trends.com
    • 73. The digital board
    • 74. Strategic decision-making, leadership, coordination The digital board Internal and external communication channels
    • 75. Digital Board: model 1 CEO OwnerSenior / middle managers Dedicated team Issues - needs - strategies implementation Adapted from digital-workplace-trends.com Wikimedia Commons
    • 76. Digital Board: model 2 CEO Digital Board Official decision- Senior / middle managers making Operational Board Group Operational representatives consensus Adapted from digital-workplace-trends.com
    • 77. Digital customerexperience:governanceroles andresponsibilitiesForrester, 2013
    • 78. The digitalcentre of excellence
    • 79. Marketing and communications teamsDigital / content teams in other departments
    • 80. Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
    • 81. 20% 42% 35% Digital centre of excellence http://econsultancy.com/uk/reports
    • 82. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy2011http://econsultancy.com/uk/reports
    • 83. CHIEF DIGITAL OFFICER?
    • 84. CHIEF CONTENT OFFICER?
    • 85. A combined team Strategy Goals Audiences Brand messages Tone of voice Channel selection Content planning Content creation Content delivery Content governance Content monitoring Content measurement
    • 86. Strategy Team work ProcessDigitaltechnology
    • 87. MERCI!@dianarailtondiana.railton@drcc.co.ukwww.drcc.co.uk© DRCC 2013All rights reserved

    ×