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Iabc Seattle Comms Mgmt2010s Jim Desler Microsoft

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IABCSeattle's Communications Management in the 2010s seminar - Jim Desler, Microsoft

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Iabc Seattle Comms Mgmt2010s Jim Desler Microsoft

  1. 1. Jim Desler<br />Director, WW Field Operations<br />Microsoft Corporation<br />Communications Management in the 2010s<br />
  2. 2. The Evolution of Communications <br />The old<br />The new<br />Vs.<br />
  3. 3. Road ahead/Social media<br />
  4. 4. How to Navigate the Changing Landscape<br />Internal Communications<br />External Communications<br />Communications Competencies<br />Measurement: Charting Success and Progress<br />
  5. 5. The Media Landscape is Changing<br />Where the Audiences Are<br />The future of media = rich, engaging, conversational<br />80% U.S. adults participate in social media <br />14% of U.S. adults are on Twitter<br />73% of bloggers are on Twitter<br />Ranks #2 in Search<br />2.6 billion video searches<br />Audiences are migrating to social media<br />Mainstream media are refining mobile sites to appeal to a younger demographic<br />92%of print journalists use the web for article research and81% findideas on the web<br />Mainstream media is tapping into social networking sites to build community engagement<br />1500% increase in video uploads by newspapers in 2008<br /> Media Evolution= Multidimensional channels & formats<br />Survivors are integrating<br />old with new<br />The New York Times revenue<br />- 14.4%<br />-6% Clear Channel staff layoff<br />-6% Time Inc. staff layoff<br />Magazine revenue<br />- 7.8%<br />McClatchy revenue<br />- 19%<br />-10% Los Angeles Times staff layoff<br />Gannett revenue<br />- 17.6%<br />Broadcast news ratings<br />- 34%<br />“Traditional” media in decline.<br />“Traditional” media = one-dimensional<br />5<br />
  6. 6. Internal Communications: Internal sites and & Social Media<br />Evolve MSW as the central hub of employee information, news and channel for two-way employee dialogue<br />Developing a Broad and Credible Employee Portal <br />Share News and Information<br />Refresh MSW<br />Showcase our products – SharePoint <br />Embrace Social Media to foster community, connection<br />Continue to grow Exec communications sites<br />Closer integration with Microsoft News Center <br />6<br />
  7. 7. External Communications: Adapting to the Changing Landscape<br />RAPID RESPONSE MORE IMPORTANT<br />c<br />Building/Improving brand perception<br />Traditional PR<br />Social<br />Marketing<br />NEWS CENTER: <br />TAKING MESSAGE DIRECT <br />Innovative ways to tell our story<br />
  8. 8. 8<br />
  9. 9. 9<br />
  10. 10. How Do Changes Impact Communications Competencies<br />Marketing Alignment<br />Providing Comms Insights<br />Business Alignment<br />Manage Negative News<br />Story Telling<br />Understanding Social Media<br />
  11. 11. Measurement in the Communications Framework <br />Measurement<br />Execution<br />Planning<br />
  12. 12. Communications in the “New” Digital Decade<br />Global<br />Align with Business<br />Consistency in Messaging<br />
  13. 13. In conclusion<br />Understand and master the changing landscape<br />Tailor tactics to fit your audience and objective <br />Remember the fundamentals of good communications <br />Use measurement to increase accountability and improve quality of Communications <br />All approaches and communications are global<br />
  14. 14. Q and A<br />

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