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Content strategy, communications strategy and digital excellence

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While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and …

While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and help shape business strategy. In a further drive for integration, some organizations have set up multidisciplinary centres of digital excellence.

So where in an organization does a content strategy team fit best? To show its full potential, content strategy needs to work alongside communications strategy in supporting business strategy. Diana shows how content strategy and communications strategy are complementary, providing a practical and inspiring framework for everyone to keep to.

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  • 1. Content Strategy,Communications Strategyand Digital ExcellenceDiana RailtonConfab 2012
  • 2. CreativeComms
  • 3. Wikimedia Commons Matthew Hoelscher
  • 4. CreativeComms
  • 5. Credit Darrell Gulin copyright 2007
  • 6. © Bobby Haas
  • 7. Key pointsDIGITAL EXCELLENCETEAM WORKCOMMUNICATION MANAGEMENT
  • 8. Key pointsCOMMUNICATIONS STRATEGY+ CONTENT STRATEGY
  • 9. Key pointsCONTENT STRATEGY
  • 10. THE COMMUNICATIONS PROFESSION
  • 11. Photo: billjacobus
  • 12. Photo: timpeartrice
  • 13. 68,000 members
  • 14. „The Never-EndingTurf War betweenPR and Marketing‟
  • 15. Call for integrated communications‘If we persist in this argument, we will never beable to set in place a sound communicationsstrategy’
  • 16. Call for integrated communications‘United we stand, divided we fall’
  • 17. INTEGRATEDCOMMUNICATION MANAGEMENT Unified content strategy
  • 18. www.communicationmonitor.eu
  • 19. www.communicationmonitor.eu
  • 20. www.communicationmonitor.eu
  • 21. IABC Australia & Ogilvy PR, 2011 www.ogilvypr.com.au/category/peripheral-vision-study
  • 22. PRSA definition, 1982Public relations helps an organization and its publicsadapt mutually to each other
  • 23. /http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12
  • 24. PRSA definition, 2012A strategic communication process that builds mutuallybeneficial relationships between organizations and theirpublics
  • 25. Corporate communicationsA system which enables organizations to strategicallyorchestrate and manage all types of communicationAdapted from Wikipedia
  • 26. en.wikipedia.org
  • 27. Corporate communication functionsMarketing communications?Brand managementAdvertisingReputation managementMedia relationsInvestor relationsGovernment relationsPublic affairsInternal communicationsChannel managementEvents and publicationsCorporate social responsibilityChange management communicationsCrisis communicationsDigital communications ++++
  • 28. DIGITAL COMMUNICATIONS
  • 29. Communications channel matrixFace to face Phone Paper Broadcast Electronic Web
  • 30. Digital = web enabled / electronicFace to face Phone Paper Broadcast Electronic WebMeet Landline Letters TV Email Websites Radio IntranetsVisual aids Mobile Print Billboards E-readers Social media Video Audio Tablets
  • 31. DIGITAL COMMUNICATIONSMANAGER
  • 32. WHO OWNSWHAT CHANNELS?
  • 33. www.wired.com
  • 34. „... the opportunities and complexities ofcontent are forcing divisions together inefforts to avoid duplication, neglect, andconflict.‟Julia Hood, PR Week US, April 2012
  • 35. „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
  • 36. COMMUNICATIONS DIRECTOR
  • 37. WikimediaCommons
  • 38. www.communicationmonitor.eu
  • 39. www.communicationmonitor.eu
  • 40. www.communicationmonitor.eu
  • 41. www.blcs2012.com
  • 42. 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 www.blcs2012.com
  • 43. Business Leaders in Communications Study 2012VMA Group
  • 44. 1 in 10 failed to see the relevance of social media Wikimedia Commons
  • 45. Number of professionals who judge socialmedia important2011: 40.5%European Communication Monitor 2011
  • 46. „Six out of 10 “do not believe” in social media‟but controlled online activities are relevant to mostEuropean Communication Monitor 2011
  • 47. WikipediaCommons
  • 48. NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
  • 49. http://community-roundtable.com/2009/06/the-community-maturity-model/
  • 50. WikimediaCommons PD-USGOV-NASA
  • 51. Wikimedia Commons
  • 52. Socialintranets www.ibforum.com
  • 53. www.digital-workplace-trends.com
  • 54. www.digital-workplace-trends.com
  • 55. Strategic decision-making, leadership, coordination The digital board Internal and external communication channels www.digitalworkplacetrends.com
  • 56. The digitalcentre of excellence
  • 57. Marketing and communications teamsDigital / content teams in other departments
  • 58. Five ways companies organise for social mediaJeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  • 59. Centre of excellenceFive ways companies organise for social mediaJeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  • 60. 20% 42% 35%Digital Marketing, Organisational Structures and ResourcingEconsultancy, 2011 http://econsultancy.com/uk/reports
  • 61. 20% 42% 35% Centre of excellenceDigital Marketing, Organisational Structures and ResourcingEconsultancy, 2011 http://econsultancy.com/uk/reports
  • 62. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy2011http://econsultancy.com/uk/reports
  • 63. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy 2011 http://econsultancy.com/uk/reports
  • 64. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy, 2011http://econsultancy.com/uk/reports
  • 65. A central team of content strategists
  • 66. Wikimedia Commons
  • 67. THE STRATEGY DEPARTMENT? Alan Sugar
  • 68. Business strategyCommunications strategyContent strategy ??
  • 69. PROVE THE VALUE OFCONTENT STRATEGY
  • 70. The mind-set of senior managers
  • 71. Strategic management Carrying out the strategic plan Measurable results NUMBERShttp://farm6.static.flickr.com
  • 72. Communications strategy‘The only purpose for communicationsstrategy is to achieve measurableresults that help the organization reachits vision / mission’Les PotterFocus on results, not activity
  • 73. CONTENT STRATEGYRESULTS + ACTIVITY
  • 74. „People who claim to be content strategistscouldn‟t strategize themselves out of a box‟From responses to Content Strategy Recruitment Trends survey, 2012Firehead www.firehead.net/the-problem-with-hiring-a-content-strategist-is
  • 75. Strategy essentialsSimple to explain and carry out
  • 76. What do strategies look like?PASTA
  • 77. What do strategies look like?PASTAPurpose / Vision / MissionWhere you want to get to
  • 78. Dream the dreaminspire communicate demonstrate
  • 79. Which organization?To be earth’s most customer centric company; tobuild a place where people can come to find anddiscover anything they might want to buy online.
  • 80. Which organization?To be earth’s most customer centric company; tobuild a place where people can come to find anddiscover anything they might want to buy online.
  • 81. Which organization?To organize the world’s information and make ituniversally accessible and useful.
  • 82. Which organisation?To organize the world’s information and make ituniversally accessible and useful.
  • 83. Which organization?To develop content that commits to making theworld a better place, adds value and significanceto people’s lives, and provokes conversationsthrough story telling.
  • 84. Which organization?To develop content that commits to making theworld a better place, adds value and significanceto people’s lives, and provokes conversationsthrough story telling.Adapted
  • 85. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesWhat you want to achieve
  • 86. Be specificTo ensure our digital communication channelsaddress the primary concerns of our keyaudiences
  • 87. GoalsStart with what you want to measureCritical success factors / key performanceindicators
  • 88. Be specificTo ensure our digital communication channelsaddress the primary concerns of our keyaudiences
  • 89. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesStrategyHow you will meet your goals
  • 90. http://printmediacentr.com
  • 91. Response‘It would be an inspiring goal if there was aserious strategy.‘But there isn’t. Even with the best will in theworld, it is not going to happen.’Guardian newspaper
  • 92. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesStrategyTacticsYour detailed action plan
  • 93. Strategy v tactics‘I do not believe that there is value in spending Stephen Berrytime debating the nuances of the differences Strategies of thebetween strategies and tactics. Serengeti‘One person’s strategy could be anotherperson’s tactic depending on their level and rolewithin a business.’
  • 94. STRATEGYROBUST, LONGER TERMTACTICSCHANGE RAPIDLY
  • 95. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesStrategyTacticsActivitiesDay to day, schedule
  • 96. Template for a basic strategyPurpose / vision. What’s it for?Aims / goals. What do you want to achieve?Strategy. How will you do this?Tactics. What is your action plan?Activities. Day to day. Who, when, where?
  • 97. Template for a basic strategyPurpose / vision. What’s it for?Aims / goals. What do you want to achieve?Strategy. How will you do this?Tactics. What is your action plan?Activities. Day to day. Who, when, where?BudgetMeasurementROI
  • 98. www.communicationmonitor.eu
  • 99. www.communicationmonitor.eu
  • 100. www.communicationmonitor.eu
  • 101. What does a communications strategylook like?
  • 102. What should a communicationsstrategy include? Principles
  • 103. Where does content strategy start? Principles
  • 104. What does a communications strategylook like? Build in other strategies Provide brief / template
  • 105. INTEGRATED STRATEGIEShttp://masdenglish.tripod.com
  • 106. INTEGRATED COMMUNICATION MANAGEMENT
  • 107. © DRCC 2012
  • 108. A central team of content strategists Taxonomy/ Coordinate between Advise on content creation, metadata teams delivery and governance Audit Recommend best Monitor channels channels for tasks Standards BrandKeep track of what‟s Messaging tone of showing Refine strategies voice Globalisation, and action plans Adaptive localisation User-generated content content Share advanced techniques MEASURABLE RESULTS DIGITAL EXCELLENCE
  • 109. Photo: amanderson2
  • 110. Photo: dmitri_66
  • 111. Wikimedia commons
  • 112. THANK YOUdiana.railton@drcc.co.ukwww.twitter.com/dianarailtonwww.drcc.co.uk© DRCC 2012All rights reserved