Content and communicationsWhere the twain should meetDiana RailtonIABC France
www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php
Key pointsContent supports communicationsContent takes communications forwardMulti-skilled digital teamsIntegrated strateg...
1   Content and content strategy2   Communications3   Communications and content strategy4   Digital teams and governance
1 Content and content strategy
„I have difficulty with theconcept of content –it smacks of a term coined indesperation to describe adisparate and amorpho...
What is content?„A hairy, complicated beast‟Kristina Halvorson
What is content?„A hairy, complicated beast‟Kristina Halvorson
What is content?‘Anything that conveysinformation to humans‟Erin Kissane
What is content?„Business-critical content‟„Relationship content‟Rahel Bailie and Noz Urbina
What is content?„Content is story.And content strategy isstory telling.‟Prateek Sarkarformer director of user experience, ...
What is content?Anything that goes into a communicationchannel
Multi-channels,platforms anddevices                                        www.slideshare/KMcGrane/                  adapt...
www.tobstar.com.au/images/responsive_diagram.png
Curtesy Google
Wikipedia comms
Multi-devicesCreate once, publish everywhereCOPE
‘Intelligent content’ helps you COPE
What is intelligent content?‘Content that is structurally richand semantically categorized,and is therefore automaticallyd...
What is content strategy?Strategic multi-channel corporate publishing
What is content strategy?‘Content strategy is an emerging field of practiceencompassing every aspect of content, including...
What is content strategy?„Content strategy is the practice of planning forthe creation, delivery and governance ofuseful, ...
CORPORATE WEBSITE
Kristina Halvorson
„Organizations invest tremendous resources ondeveloping the framework for a great userexperience – fabulous design, robust...
IPG.book.com
A repeatable system
PlanMeasure                       Create              Content              strategy     Govern              Deliver
Governance Centralised publishing  Devolved publishing
Content marketingCorporate publishingCorporate journalism Brand journalism  Branded media   Brand content  Branded content...
What is content marketing?Creating and distributing valuable content toattract, engage and acquire customers* communicatin...
B2B Content Marketing: 2012 Benchmarks, budgets, and trends,Content Marketing Institute
Econsultancy, Sept 2012
www.searchnewsmedia.co.uk
www.searchnewsmedia.co.uk
Unified content strategy
2 Communications
THE COMMUNICATIONS PROFESSION
Marketing commsBrand managementAdvertisingPublic relations / reputation management / media relationsInvestor relationsGove...
Photo: billjacobus
Photo: timpeartrice
68,000 members
‘The Never-EndingTurf War betweenPR and Marketing’
Call for integrated communications„If we persist in this argument, we will never beable to set in place a sound communicat...
Call for integrated communications„United we stand, divided we fall‟
INTEGRATEDCOMMUNICATION MANAGEMENT
‘... the opportunities and complexities ofcontent are forcing divisions together inefforts to avoid duplication, neglect, ...
‘So much of the digital land-grab has focusedon execution. In the case of content,communications has an opportunity,virtua...
Corporate communications is broader than PR
Corporate communicationsA system that enables organizations to strategicallyorchestrate and manage all types of external a...
en.wikipedia.org
COMMUNICATIONS DIRECTOR
WikimediaCommons
Business Leaders inCommunications Study 2012„The most comprehensive overview of thefunction, structure and role of corpora...
Business Leaders in Communications Study 2012VMA Group
1 in 10 failed to see the relevance of social media                                                      Wikimedia Commons
Are corporate comms departmentsbehind the digital times?
NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENTLess formal messagingMore social and collaborative
http://community-roundtable.com/2009/06/the-community-maturity-model/
Community Maturity Model              Stage 1       Stage 2       Stage 3                  Stage 4              Hierarchy ...
WikimediaCommons PD-USGOV-NASA
http://p.twimg.com
3 Communications and content         strategy
THE STRATEGY DEPARTMENT?       Alan Sugar
Business strategy                                            external and internalCommunications strategy                 ...
Business strategyCommunications                           Contentstrategy Content                         strategy        ...
INTEGRATED                                STRATEGIEShttp://masdenglish.tripod.com
4 Digital teams and governance
www.toledoblade.com
Digital teamsNew:BoardsSteering committeesUnitsRoles
www.digital-workplace-trends.com
The digital board
Strategic decision-making, leadership, coordination            The digital board  Internal and external communication chan...
Digital Board: model 1                           CEO                         OwnerSenior / middle  managers               ...
Digital Board: model 2                             CEO                         Digital Board                          Offi...
Digital customerexperience:governanceroles andresponsibilitiesForrester, 2013
The digitalcentre of excellence
Marketing and  communications      teamsDigital / content teams in other departments
Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010                                        ...
20%   42%         35%      Digital centre of excellence                                     http://econsultancy.com/uk/rep...
Digital MarketingOrganisational Structuresand Resourcing,Econsultancy2011http://econsultancy.com/uk/reports
CHIEF DIGITAL OFFICER?
CHIEF CONTENT OFFICER?
A combined team                  Strategy                  Goals                  Audiences                  Brand message...
Strategy                  Team                  work        ProcessDigitaltechnology
MERCI!@dianarailtondiana.railton@drcc.co.ukwww.drcc.co.uk© DRCC 2013All rights reserved
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
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Content and communications where the twain should meet

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

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  • 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
  • Content and communications where the twain should meet

    1. 1. Content and communicationsWhere the twain should meetDiana RailtonIABC France
    2. 2. www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php
    3. 3. Key pointsContent supports communicationsContent takes communications forwardMulti-skilled digital teamsIntegrated strategiesCross-organisational collaboration
    4. 4. 1 Content and content strategy2 Communications3 Communications and content strategy4 Digital teams and governance
    5. 5. 1 Content and content strategy
    6. 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. 7. What is content?„A hairy, complicated beast‟Kristina Halvorson
    8. 8. What is content?„A hairy, complicated beast‟Kristina Halvorson
    9. 9. What is content?‘Anything that conveysinformation to humans‟Erin Kissane
    10. 10. What is content?„Business-critical content‟„Relationship content‟Rahel Bailie and Noz Urbina
    11. 11. What is content?„Content is story.And content strategy isstory telling.‟Prateek Sarkarformer director of user experience, Walt Disneyat Confab 2011
    12. 12. What is content?Anything that goes into a communicationchannel
    13. 13. Multi-channels,platforms anddevices www.slideshare/KMcGrane/ adapting-ourselves-to-adaptive-content-12133365
    14. 14. www.tobstar.com.au/images/responsive_diagram.png
    15. 15. Curtesy Google
    16. 16. Wikipedia comms
    17. 17. Multi-devicesCreate once, publish everywhereCOPE
    18. 18. ‘Intelligent content’ helps you COPE
    19. 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. 20. What is content strategy?Strategic multi-channel corporate publishing
    21. 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. 22. What is content strategy?„Content strategy is the practice of planning forthe creation, delivery and governance ofuseful, usable content.‟Kristina Halvorson
    23. 23. CORPORATE WEBSITE
    24. 24. Kristina Halvorson
    25. 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. 26. IPG.book.com
    27. 27. A repeatable system
    28. 28. PlanMeasure Create Content strategy Govern Deliver
    29. 29. Governance Centralised publishing Devolved publishing
    30. 30. Content marketingCorporate publishingCorporate journalism Brand journalism Branded media Brand content Branded content Inbound marketingCustomer publishing Custom publishing
    31. 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. 32. B2B Content Marketing: 2012 Benchmarks, budgets, and trends,Content Marketing Institute
    33. 33. Econsultancy, Sept 2012
    34. 34. www.searchnewsmedia.co.uk
    35. 35. www.searchnewsmedia.co.uk
    36. 36. Unified content strategy
    37. 37. 2 Communications
    38. 38. THE COMMUNICATIONS PROFESSION
    39. 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. 40. Photo: billjacobus
    41. 41. Photo: timpeartrice
    42. 42. 68,000 members
    43. 43. ‘The Never-EndingTurf War betweenPR and Marketing’
    44. 44. Call for integrated communications„If we persist in this argument, we will never beable to set in place a sound communicationsstrategy‟
    45. 45. Call for integrated communications„United we stand, divided we fall‟
    46. 46. INTEGRATEDCOMMUNICATION MANAGEMENT
    47. 47. ‘... the opportunities and complexities ofcontent are forcing divisions together inefforts to avoid duplication, neglect, andconflict.’Julia Hood, PR Week US, April 2012
    48. 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. 49. Corporate communications is broader than PR
    50. 50. Corporate communicationsA system that enables organizations to strategicallyorchestrate and manage all types of external andinternal communications
    51. 51. en.wikipedia.org
    52. 52. COMMUNICATIONS DIRECTOR
    53. 53. WikimediaCommons
    54. 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. 55. Business Leaders in Communications Study 2012VMA Group
    56. 56. 1 in 10 failed to see the relevance of social media Wikimedia Commons
    57. 57. Are corporate comms departmentsbehind the digital times?
    58. 58. NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
    59. 59. NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENTLess formal messagingMore social and collaborative
    60. 60. http://community-roundtable.com/2009/06/the-community-maturity-model/
    61. 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. 62. WikimediaCommons PD-USGOV-NASA
    63. 63. http://p.twimg.com
    64. 64. 3 Communications and content strategy
    65. 65. THE STRATEGY DEPARTMENT? Alan Sugar
    66. 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. 67. Business strategyCommunications Contentstrategy Content strategy Channel strategy strategies Digital strategy One unified content strategy
    68. 68. INTEGRATED STRATEGIEShttp://masdenglish.tripod.com
    69. 69. 4 Digital teams and governance
    70. 70. www.toledoblade.com
    71. 71. Digital teamsNew:BoardsSteering committeesUnitsRoles
    72. 72. www.digital-workplace-trends.com
    73. 73. The digital board
    74. 74. Strategic decision-making, leadership, coordination The digital board Internal and external communication channels
    75. 75. Digital Board: model 1 CEO OwnerSenior / middle managers Dedicated team Issues - needs - strategies implementation Adapted from digital-workplace-trends.com Wikimedia Commons
    76. 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. 77. Digital customerexperience:governanceroles andresponsibilitiesForrester, 2013
    78. 78. The digitalcentre of excellence
    79. 79. Marketing and communications teamsDigital / content teams in other departments
    80. 80. Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
    81. 81. 20% 42% 35% Digital centre of excellence http://econsultancy.com/uk/reports
    82. 82. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy2011http://econsultancy.com/uk/reports
    83. 83. CHIEF DIGITAL OFFICER?
    84. 84. CHIEF CONTENT OFFICER?
    85. 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. 86. Strategy Team work ProcessDigitaltechnology
    87. 87. MERCI!@dianarailtondiana.railton@drcc.co.ukwww.drcc.co.uk© DRCC 2013All rights reserved

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