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How to communicate efficiently in a fast changing world ?

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- exponential number of communication channels
- 4 to 5 generations collaborate on the workplace.
- But most companies communicate as they've always done and do not invest in trainings.
Here is the big picture of all trends and technologies impacting communication

Published in: Marketing
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How to communicate efficiently in a fast changing world ?

  1. 1. DISCOVER MORE digitaly.be Aurélie Couvreur COMMUNICATION IN A CHANGING WORLD aurelie@digitaly.be
  2. 2. THE WORLD IS CHANGING
  3. 3. “Ce n'est pas une crise, c'est un changement de monde” Michel Serres, Philosopher
  4. 4. The 1st media in the world does not produce any content
  5. 5. The largest hotel group does not own any hotel
  6. 6. The largest public transportation system is private
  7. 7. The largest cab company does not own any*
  8. 8. The world leader in electric cars did not exist 15 years ago
  9. 9. CONSTRUCTION
  10. 10. The most “people intensive “sector is robotised
  11. 11. PEOPLE ARE CHANGING
  12. 12. CHANGE IN SOCIETY 5 GENERATIONS AT THE WORKPLACE
  13. 13. CHANGE IN SOCIETY RE-DEFINITION OF THE FAMILY
  14. 14. Use Internet regularly 89% Use Social Networks regularly Have a mobile subscription 65% 108% Use social networks on their mobile regularly 55% Sources: We are social - January 2018 DIGITAL USE IN BELGIUM DIGITAL IS EVERYONE - EVERYWHERE
  15. 15. Consumers’ associations 55% Friends & family Experts 51% Sources: We are social - January 2018 TRUST IS THE 21ST CENTURY MONEY TRUST IS NOW DIGITAL 51%
  16. 16. Consumers’ associations 55% Friends & family Experts 51% Collaborative economy 61% Sources: We are social - January 2018 TRUST IS THE 21ST CENTURY MONEY TRUST IS NOW DIGITAL 51%
  17. 17. Consumers’ associations 55% Friends & family Experts 51% Collaborative economy 61% Sources: We are social - January 2018 TRUST IS THE 21ST CENTURY MONEY TRUST IS NOW DIGITAL 51% Google search 50%
  18. 18. Worried about his professional future More connected than ever Tablets and Smartphones taking the lead over PC’s More nomade than ever Declining attention span Looking for instant problem solving Informed sharing meaning Looking for purpose Relationship more important than transaction CHANGE IN SOCIETY EMPLOYEE PROFILE 2018
  19. 19. Social networks Local communities Co-construction , co-creation Satisfaction surveys & ratings World is 1-clic away 24/7 availability On-demand services Rent, share, exchange Recent smartphone, tablet CHANGE IN SOCIETY PRIVATE LIFE
  20. 20. CHANGE IN SOCIETY PROFESSIONAL LIFE GEN Y Job stability - security disappearing Do not know what company is expecting from him/her Overload of information Fading of Prof/private life barrier Reachable 24/7 Brown-out et Burn-out Digital Transformation Outdated tools Channels multiplication
  21. 21. PRIVATE LIFE PROFESSIONAL LIFE
  22. 22. COMMUNICATION IS CHANGING
  23. 23. TECHNOLOGY IMPACT 6 ICONS REDEFINED COMMUNICATION
  24. 24. COMMUNICATION CHALLENGES
  25. 25. #WithHappiness • have a tendency to communicate less • neglect internal com’ • to communicate 1 way, 1 format for all COMMUNICATION IN REAL LIFE Companies “Everyone knows that..” “We have always done like that..” “We will communicate later, when…” “Social networks are for private things & teenagers”
  26. 26. NEWSWORTHY VISUAL INFO SNIPETS Trust ACCESSIBLE Listened to VIDEOS Transparency MULTI CHANNELS FAST, EFFICIENT INTERNAL COMMUNICATION WHAT EMPLOYEES EXPECT FROM THEIR EMPLOYER
  27. 27. COMMUNICATION TRENDS
  28. 28. #WithHappiness TREND #1 SOCIAL
  29. 29. #WithHappiness
  30. 30. #WithHappiness TREND #1 SOCIAL INTRANETS
  31. 31. #WithHappiness TREND #2 SEAMLESS
  32. 32. #WithHappiness TREND #3 VISUAL
  33. 33. #WithHappiness TREND #4 PERSONNALISATION
  34. 34. #WithHappiness TREND #5 NEW REALITIES
  35. 35. #WithHappiness TREND #5 REAL TIME
  36. 36. #WithHappiness TREND #6 DATA PRIVACY, GDPR
  37. 37. YOUR JOB IS CHANGING
  38. 38. #WithHappiness SHIFT COMMUNICATION PROFESSIONALS STRUGGLE • Difficult to follow the evolution, “up-to-date” : 89% • Outdated tools • No budget for communication training • No time for continued education • No clear vision from the management • Just wondering: “How to…” What Communication professionals say:
  39. 39. #WithHappiness SHIFT MANAGEMENT EXPETATIONS GROWING • Difficult to follow the evolution, “up-to-date” • Outdated tools • No budget for communication training • No time for continued education • No clear vision from the management What Communication professionals say: What Management say: • 78% complain about the lack of capacity to generate attention, convince, contribute to sales objectives • 72% consider communication budgets are not justified • Information • Develop new skills • Alignement • ROI
  40. 40. WORLD OF OPPORTUNITIES
  41. 41. “IT IS NOT STRONGEST OF THE SPECIES THAT SURVIVE BUT THE MOST RESPONSIVE TO CHANGE” Charles Darwin
  42. 42. “IT IS NOT STRONGEST OF THE SPECIES THAT SURVIVE BUT THE MOST RESPONSIVE TO CHANGE” Charles Darwin DIGITAL DARWINISM
  43. 43. CONCLUSIONS
  44. 44. • Digital Transformation is impacting every sector, every company and every profession • In traditional companies, Marketing and communication are one of the most impacted jobs • M & C professionals have to deal with the multiplication of channels, devices, supports and stakeholders • The exponential adoption pace of technology is and will dramatically change the way we communicate • Change resistance is not an option • It is about digital darwinism • It offers a world of opportunities for people and companies to re-define who they are, how they interact and where they want to go • Developing skills must be a priority for communication professionals COMMUNICATING IN A CHANGING WORLD CONCLUSIONS
  45. 45. Digitaly Rue Jules Cockx, 8-10 Boite 2 - Omega Court - Building B 1160 Bruxelles - hello@digitaly.be - www.digitaly.be mers and happiness THANKS Digitaly Digitaly_Agency

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