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Public Relations and the "S" Curve: adoption, innovation and moving forward

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Recently I had the pleasure of joining the good folks at Spinsucks to talk about innovation, disruption, adoption, and the dreaded S curve as it relates to PR and Communications.
The added bonus was that I got to join the talented, strategic, insightful, bright business leader, Gini Dietrich -- who is also just a lot of fun to be with. I was so excited...I was standing on my head. Youll see. Oh, and the approach to the slides was also a little fun and different. You can see the different approach to slides at my channel on youtube, https://www.youtube.com/channel/UCFFcvm_Sn7DxAQGIlodYTLA

Hope you enjoy it

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Public Relations and the "S" Curve: adoption, innovation and moving forward

  1. 1. Binhammer Social Business Social Business & Communications Consulting Communications: Innovation Adoption Disruption & the Dreaded “S” Curve Spin Sucks Webinar, July 7, 2014
  2. 2. 2Binhammer Social Business Social Business & Communications Consulting Business Stakeholders = Legitimacy Employees Customers & Potential ones (shared with marketing) Investors/Owners shared with IR Communities of Interest to the business - By physical location - Regulators - Special interest groups - Philanthropy - You name lots
  3. 3. Binhammer Social Business Social Business & Communications Consulting Traditional Public Relations and Communications Strategies
  4. 4. 4Binhammer Social Business Social Business & Communications Consulting Broad Adoption
  5. 5. 5Binhammer Social Business Social Business & Communications Consulting The “S” Curve of Technology Adoption 5 We are here today… will we make it over the curve and really adopt to new things?
  6. 6. 6Binhammer Social Business Social Business & Communications Consulting Four Factors Forcing More
  7. 7. 10Binhammer Social Business Social Business & Communications Consulting Why Skills Matter? Behind every social strategy & use of social platforms by business The need for professionals with increasingly deeper and sophisticated skills
  8. 8. Binhammer Social Business Social Business & Communications Consulting Rapid Change & Adoption: Pressure Points On Skills, Impacting Business and Success • 74% of business executives say their company has a digital strategy, but only 15% believe that their company has the skills and capabilities to execute on that strategy. • 68% of business-unit leaders believe the functional teams in their companies act as barriers to effective coordination. “The need to think of your company as part of a dynamic ecosystem of value that connects digital resources inside and outside the company” Forrester, Future of Business as Digital, March 2014 • 66% of marketers feel digital is critical to their company’s success and yet less than half feel highly proficient in digital marketing. Most digital marketers don’t have formal training; 82% learn on the job. Adobe, Digital Distress Study, Sept 2013 • Executives cite overall organization shortcomings, including: new approach to managing talent by applying flexible team structures, engaging outside collaborations…and building and acquiring the skills necessary to carry out a digital business agenda….companies need to be resourceful in developing homegrown skills. McKinsey 2012, Digital and Executive Challenges • The top 3 executive concerns related to social adoption: 1) IT security 2) skills 3) compliance Hootsuite IDG white paper, March 2014 • CEOs indicate concerns about finding and keeping the talent their companies need to realize their digital goals. McKinsey August 2013, Bullish On Digital • 65% percent of social media staffers juggle other responsibilities, while only 27 percent focus exclusively on the emerging platform. Ragan Survey, December 2012 • By 2018 the US is predicted to lack around 1.5 million managers and analysts with sufficient technical and digital know-how to make effective decisions. • Over 90% of the companies stated that they did not have necessary skills in the areas of social media, mobile, internal social networks, process automation and performance monitoring and analysis • Despite the skills shortage, only 46% of companies are investing in developing digital skills. Only 4% of companies interviewed are aligning their training efforts with their digital strategy. Cap Gemini, The Digital Talent Gap, 2013 • 64% of marketers expect their role to change in the next year and 81% believe their role will change in the next three years. • The path to reinvention remains a challenge. Respondents cited lack of training in new marketing skills (30%) and organizational inability to adapt (30%) among the top obstacles to becoming the marketers they aspire to be. Adobe, Digital Roadblocks, March 2014 11
  9. 9. 12Binhammer Social Business Social Business & Communications Consulting The Framework Talent Assessment Across Organization Mapped to Strategy Requirements Content Production Project Management Skills particular to Social Media Social Specific Skills Social Media Center of Excellence Leadership Skills 30+ competencies. Basic, Intermediate & Strategic Levels Processes, Internal & External Tools, Governance Resources The Social Strategy for Business
  10. 10. 13Binhammer Social Business Social Business & Communications Consulting How it Works Focused on social skills across business departments Integration of social skills into various business functions 1. Identify ideal skills inventory to deliver the Social Strategy. Do you have them? Alter Strategy/Expectations Professional skills development Hire staff with required Skills Utilize agency resources Redefine Business-Agency Mix 2. Identify skills inventory in place. Determine how to proceed with the Social Strategy.
  11. 11. 14Binhammer Social Business Social Business & Communications Consulting Traditional media itself is being disrupted
  12. 12. 15Binhammer Social Business Social Business & Communications Consulting Media Paid Owned Earned Spray and pray
  13. 13. 16Binhammer Social Business Social Business & Communications Consulting Easy: Visual Counts
  14. 14. 18Binhammer Social Business Social Business & Communications Consulting 1) Visual + text or as supportive to text 2) Visual = language of its own
  15. 15. 19Binhammer Social Business Social Business & Communications Consulting Issues of Visual Literacy & Visual Communication
  16. 16. Website & Blog: http://richardbinhammer.com Twitter: https://twitter.com/RBinhammer Linkedin: http://www.linkedin.com/in/richardbinhammer Facebook: https://www.facebook.com/richardbinhammer Google+: https://plus.google.com/u/0/+RichardBinhammer/posts Flickr: http://www.flickr.com/photos/richardbin/ Email: Rbinhammer@gmail.com Thank You Binhammer Social Business Social Business & Communications Consulting

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