The future of the profession – change is on the horizon<br />Ryan Williams, MAL <br />President, TWI Surveys Inc.<br />Mon...
Agenda<br /><ul><li>What need do we serve?
Your audiences’ needs
What is changing?
Measurement will change</li></ul>Illustrate how communication planning will prepare us for the changing role of communicat...
The Plan<br />Expectations of communications<br />Keon and Mya<br />Understanding who we are?<br />What do we aspire to be...
Life can only be understood backwards, but must be lived forward.<br />Soren Kierkegaard<br />
Who is on my team?<br /><ul><li>Our values
Skills
Experience</li></ul>Who do we work for?<br /><ul><li>Stated values
The mission
Leadership paradigm</li></ul>What externally impacts us?<br /><ul><li>Cultural values
Technology
Customers/ stakeholders
Economic/ political</li></ul>Who am I?<br /><ul><li>My values
Skills
Experience</li></li></ul><li>Who are we?<br />Communicators?<br />Technologist<br />Teacher<br />Strategist<br />Editor<br...
Our leadership strengths TWI Surveys – IABC Communicators Study 2008<br />8<br />WE:<br />
Our leadership opportunitiesTWI Surveys – IABC Communicators Study 2008<br />9<br />WE:<br />
What do we aspire to be?<br />Visionary<br />Strategic<br />Detailed<br />Relational<br />
The World Today<br />91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users<br...
The World Today<br />Malcolm Gladwell<br />Is post modernism dead?<br /><ul><li>Postmodern philosophy emphasizes the elusi...
Where do we want to go?<br />“Would you tell me, please, which way I ought to go from here?”<br />“That depends a good dea...
The IABC Communication Planning Model<br /><ul><li>Integrate budget and measurement
Change measurement to evaluation</li></li></ul><li>Case studyBranding AIDS Vancouver<br />Arthur Yee<br /><ul><li>Simon Fr...
Won Student Communicator of the Year IABC/BC</li></li></ul><li>Case studyBranding AIDS Vancouver<br />The need<br />AIDS V...
Case studyBranding AIDS Vancouver<br />Audiences<br />Primary audience:<br />Front-line employees and volunteers (200+ peo...
Case studyBranding AIDS Vancouver<br />Goal: <br />To rebrand AIDS Vancouver in a way that represents and emotionally enga...
Case studyBranding AIDS Vancouver<br />Objective 2<br />Create a portfolio of materials that clearly illustrates the princ...
Case studyBranding AIDS Vancouver<br />Objective 3<br />Engage employees in the communication process<br />Measurement:<br...
Measurement Integrate listening, dialogue, and evaluation!<br />
Case studySalt Spring Coffee<br />Melissa Chungfat<br /><ul><li>Simon Fraser University communications graduate
Won Student Communicator of the Year IABC/BC</li></ul>NEED <br />Salt Spring Coffee Company integrates social and environm...
Case studySalt Spring Coffee<br />Goal: <br />To encourage at least 60% of customers to use travel mugs produced in an env...
Case studySalt Spring Coffee<br />Objectives <br />Influence 60% of customers to bring reusable travel mugs to coffee shop...
Align what we say with what we do!<br />
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Ryan williams hot topic (m8) session on monday, 7 june at 1115 a.m. to 1230 pm

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Presentation from IABC World Conference 2010 in Toronto.

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  • Situation analysis
  • What do you currently do?Does your job description cover what you do?Is it or has it changed?
  • Which of these is the CEO/President in your organization? Why do you think that?How does that change your communication strategies?Which of these are you or in what combination?
  • Note sustained leadership requires – a greater purpose than the level of sacrifice so we must respond to larger ends if we expect to create demonstrable changeWe are in a world of too much information and that creates confusion and the inability to act. We must limit our frame to move forward and evaluate to refine our frame.Structure to organize complexityBenefits – Simple, comprehensive, adaptableLimitation – measurement and budget are separated out of the processMeasurement and planning are both about creating context and simplifying what we see into actionable informationWe create meaning so we can move forward
  • 1200 clients living with HIV AIDsInform the Vancouver area about HIV and prevention
  • Thee principles that want to highlight about the increased importance and why this is a tangible example:Articulator of Vision, Mission and values as a means of creating unityEngage – listen and design process based on audience needsCo creation – the audience would be the communicators so they need to own the messageTeacher – working in dialogue to build competency and supportThe design and materials became a natural extension of the planning processAudience was included in the material
  • Need was informed by valid research – survey of 450 qualified respondents65 stores – customers were described by gender, age, values and behaviours
  • The survey, observation and barista interviews provided information for the benchmarksPre and post measurements were in place – each shop had a log and incentives for keeping the logThe measurement encouraged the behaviourSales were increased while living the values
  • Transcript of "Ryan williams hot topic (m8) session on monday, 7 june at 1115 a.m. to 1230 pm"

    1. 1. The future of the profession – change is on the horizon<br />Ryan Williams, MAL <br />President, TWI Surveys Inc.<br />Monday June 7, 2010<br />Time: 11:15 am – 12:30 p.m.<br />Track: Communication leadership (M8)<br />
    2. 2. Agenda<br /><ul><li>What need do we serve?
    3. 3. Your audiences’ needs
    4. 4. What is changing?
    5. 5. Measurement will change</li></ul>Illustrate how communication planning will prepare us for the changing role of communicators<br />
    6. 6. The Plan<br />Expectations of communications<br />Keon and Mya<br />Understanding who we are?<br />What do we aspire to be?<br />Response to fragmentation - Planning<br />Benefits and limitations<br />Need for measurement <br /> The fundamentals and the future<br />Your organization changes what you can do<br />What skills will we need?<br />
    7. 7.
    8. 8. Life can only be understood backwards, but must be lived forward.<br />Soren Kierkegaard<br />
    9. 9. Who is on my team?<br /><ul><li>Our values
    10. 10. Skills
    11. 11. Experience</li></ul>Who do we work for?<br /><ul><li>Stated values
    12. 12. The mission
    13. 13. Leadership paradigm</li></ul>What externally impacts us?<br /><ul><li>Cultural values
    14. 14. Technology
    15. 15. Customers/ stakeholders
    16. 16. Economic/ political</li></ul>Who am I?<br /><ul><li>My values
    17. 17. Skills
    18. 18. Experience</li></li></ul><li>Who are we?<br />Communicators?<br />Technologist<br />Teacher<br />Strategist<br />Editor<br />Analyst<br />Manager<br />Story teller<br />Leader<br />Artist<br />Facilitator<br />
    19. 19. Our leadership strengths TWI Surveys – IABC Communicators Study 2008<br />8<br />WE:<br />
    20. 20. Our leadership opportunitiesTWI Surveys – IABC Communicators Study 2008<br />9<br />WE:<br />
    21. 21. What do we aspire to be?<br />Visionary<br />Strategic<br />Detailed<br />Relational<br />
    22. 22. The World Today<br />91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users<br />Ruder Finn<br />YouTube – 2 billion views a day<br />viralblog.com<br />Videos about news and politics get the highest average number of comments (561), followed by sports (490) and entertainment clips (436)<br />Sysomos<br />Twitter now has 105,779,710 registered users<br />600 tweets per second<br />82% of users have less than 100 followers<br />81% of users are following less than 100 people<br />HubSpot Jan 2010<br />
    23. 23. The World Today<br />Malcolm Gladwell<br />Is post modernism dead?<br /><ul><li>Postmodern philosophy emphasizes the elusiveness of meaning and knowledge</li></ul>“In pseudo-modernism one phones, clicks, presses, surfs, chooses, moves, downloads. “<br />Dr Alan Kirby<br />Brian Solis FutureWorks PR 2.0<br />
    24. 24. Where do we want to go?<br />“Would you tell me, please, which way I ought to go from here?”<br />“That depends a good deal on where you want to get to.” said the Cat.<br />“I don’t much care where.” said Alice.<br />“Then it doesn’t matter which way you go.” said the Cat.<br />“So long as I get somewhere.” Alice added as an explanation.<br />“Oh, you’re sure to do that.” said the Cat, “if you only walk long enough.”<br />Lewis Carroll, Alice in Wonderland<br />
    25. 25. The IABC Communication Planning Model<br /><ul><li>Integrate budget and measurement
    26. 26. Change measurement to evaluation</li></li></ul><li>Case studyBranding AIDS Vancouver<br />Arthur Yee<br /><ul><li>Simon Fraser University communications graduate
    27. 27. Won Student Communicator of the Year IABC/BC</li></li></ul><li>Case studyBranding AIDS Vancouver<br />The need<br />AIDS Vancouver:<br />Lacked a consistent look and feel in its branded materials<br />Had poor internal communication channels<br />No centralized internal communication coordination<br />Geographically segregated between three physical sites<br />
    28. 28. Case studyBranding AIDS Vancouver<br />Audiences<br />Primary audience:<br />Front-line employees and volunteers (200+ people)<br />Secondary audience:<br />Administrative and executive team (9 people)<br />
    29. 29. Case studyBranding AIDS Vancouver<br />Goal: <br />To rebrand AIDS Vancouver in a way that represents and emotionally engages its people<br />Objective 1<br />80% of employees better educated about the importance of branding <br />Create infrastructure that allows them to use the AIDS Vancouver brand<br />Measurement:<br />Brand standards package is consulted<br />Result: *100% of content producers (60% of total respondents) consult the brand standards guide<br />Assess change in awareness about branding and its importance to AIDS Vancouver<br />Result: *100% of respondents report - knowledgeable about branding<br />
    30. 30. Case studyBranding AIDS Vancouver<br />Objective 2<br />Create a portfolio of materials that clearly illustrates the principles of the new brand and employees can easily use as templates<br />Measurement:<br />Assess support for consistency of the look and feel of AIDS Vancouver’s branded materials<br />Result: *100% of respondents report that materials are more consistent<br />Track reuse of content from the report<br />Result: Annual report was reprinted for use in staff training and public events. <br />
    31. 31. Case studyBranding AIDS Vancouver<br />Objective 3<br />Engage employees in the communication process<br />Measurement:<br />Evaluate employees content contributions<br />Result: Employees penned over 20 pages of content in the annual report and contributed/edited content for all other materials<br />Track the use of unique client stories/quotes<br />Result: Over 17 unique client and volunteers were represented in the report in the form of success stories or interviews<br />
    32. 32. Measurement Integrate listening, dialogue, and evaluation!<br />
    33. 33. Case studySalt Spring Coffee<br />Melissa Chungfat<br /><ul><li>Simon Fraser University communications graduate
    34. 34. Won Student Communicator of the Year IABC/BC</li></ul>NEED <br />Salt Spring Coffee Company integrates social and environmental responsibility in their company values and business practices<br />Salt Spring Coffee wanted to take steps to encourage their customers to reduce waste by bringing travel mugs instead of using disposable cups<br />
    35. 35. Case studySalt Spring Coffee<br />Goal: <br />To encourage at least 60% of customers to use travel mugs produced in an environmentally-friendly manner and purchased in coffee shops that sell Salt Spring<br />
    36. 36. Case studySalt Spring Coffee<br />Objectives <br />Influence 60% of customers to bring reusable travel mugs to coffee shops<br />Influence 25% of customers to switch to reusable corn mugs<br />Strategy <br />Mug loyalty card and customer education campaign<br />Promote corn mugs as environmentally sustainable<br />Results measured: <br />After eight months - more than 60% of customers bringing own travel mugs<br />More than 25% are using reusable corn mugs<br />
    37. 37. Align what we say with what we do!<br />
    38. 38. Measurement<br /><ul><li>Result is highly involved and engaged audience
    39. 39. Positioned for resilience and effective action</li></li></ul><li>Types of measures<br />What is your theory of business?<br />
    40. 40. Context for measurement<br />
    41. 41. Who is your organization?<br />Most associates have a strong sense of the Core Values of THDC and of their contribution to the success of THDC<br />
    42. 42. Who is your organization?<br />Johns Hopkins Medicine<br /><ul><li>First true teaching hospital
    43. 43. Innovation is at the core of JHM
    44. 44. From heart surgeries,
    45. 45. AIDS treatments,
    46. 46. Best practices in the use of medical technology.
    47. 47. Sharing with the world</li></ul>Who they are is a big part of what they can do!<br />
    48. 48. Who is your organization?<br />Engaged in mission<br />High expectations<br />Who they are is a big part of what they can do!<br />
    49. 49. Who will we need to be?<br />Our history – <br />crafting the story<br />
    50. 50. Who will we need to be?<br />Our future - <br />influencing with the story<br />
    51. 51. Who will we need to be?<br />Our mandate - <br />managing influence<br />
    52. 52. Who will we need to be?<br />Our data collection will: <br /><ul><li>Inform
    53. 53. Engage
    54. 54. Facilitate relationships</li></li></ul><li>Discussion<br />I need a better plan!<br /><ul><li>What did I miss?
    55. 55. What should have been included?
    56. 56. What questions did this leave you with?</li></li></ul><li>Questions?<br />Ryan Williams, MAL<br />President – TWI Surveys Inc.<br />www.twisurveys.com<br />Blog: http://listentolead.wordpress.com<br />On twitter @willy26<br />604-838-3351<br />

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