Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Creating and Managing a Digital Workforce

1,567 views

Published on

As we move forward in the digital age new questions arise for us to solve. For starters how do we create and manage a digital workforce?

Published in: Internet
  • Be the first to comment

  • Be the first to like this

Creating and Managing a Digital Workforce

  1. 1. Creating & Managing a Digital WorkforceMarc Johnson Director, digital strategy
  2. 2. Understanding the expectations that come with a new reality
  3. 3. Digital ubiquity has made your job and your colleagues’ jobs much harder External Stakeholders expect speed and high touch from brands
  4. 4. Internal Stakeholders expect accuracy and safe speech from brands This creates tension in the workforce HOW DO WE MANAGE THIS?
  5. 5. What resources do we have at our disposal? Communications Teams (Corporate & Brand) Senior Management Spokespeople Agency Relationships EMPLOYEES
  6. 6. With all these tools, why is communications in a digital world so difficult? When a communications strategy does not originate in-house, authenticity, accuracy and responsibility are extremely hard to manage
  7. 7. Building strong digital communications teams THINGS TO CONSIDER when building an internal digital communications team
  8. 8. Identify the skills that drive digital strategy 1
  9. 9. Don’t be fooled. Communications trumps technology • DON’T LOOK FOR PEOPLE WHO LEAD WITH EXPERIENCE IN THE TECHNOLOGY • DON’T AUTOMATICALLY THINK THAT YOUNGER EMPLOYEES AND CANDIDATES ARE AUTOMATICALLY PRE-QUALIFIED TO DRIVE YOUR DIGITAL STRATEGY AND EXECUTION • DO LOOK FOR PEOPLE WHO UNDERSTAND STAKEHOLDER NUANCES • DO COVET GREAT WRITERS AND STORYTELLERS • DO INVEST IN PEOPLE WHO CAN TELL STORIES IN CREATIVE FORMATS (DESIGN AND VIDEO)
  10. 10. Other soft skills to look for • PEOPLE WHO ARE INSTINCTUAL • PEOPLE WHO AREN’T MOTIVATED BY FEAR • PEOPLE WHO “OWN” AND SELF-START • PEOPLE WHO ARE METRIC FOCUSED
  11. 11. Harnessing the skills of a new digital communication team • THE HARDEST THING YOU WILL HAVE TO DO IS TRUST THIS GROUP WITH YOUR BRAND • THEY MUST HAVE THE AUTHORITY TO MAKE DECISIONS ABOUT BRAND VOICE AND MESSAGING AT A MOMENT'S NOTICE • YOU WILL NEED A STRONG LEADER TO GAIN THE CONFIDENCE OF SENIOR MANAGEMENT
  12. 12. RecruitinG a leader who exudes trust • THE LEADER MUST BE ABLE TO INTEGRATE DIGITAL INTO THE OVERALL STAKEHOLDER COMMUNICATIONS STRATEGY • THE LEADER MUST BE PRESENTED AS A PEER OF SENIOR MANAGERS • THE LEADER MUST BE A GREAT INTERNAL COMMUNICATOR • THE LEADER MUST BE ABLE TO MEASURE THE EFFECTIVENESS OF DIGITAL COMMUNICATIONS OUTPUT
  13. 13. Building a newsroom in your organization 2
  14. 14. Why A NEWSROOM? NEWSROOMS MATCH THE CADENCE OF MESSAGING NEEDED TO DRIVE BRAND REPUTATION IN A DIGITAL WORLD People Reached PeopleReached MEDIA HITS, TRADITIONAL ADVERTISING, MAJOR ANNOUNCEMENTS DAILY CADENCE OF DIGITAL MESSAGES UNDERSCORING AND EXTENDING NEWS AND ADVERTISING EVENTS
  15. 15. Cadence is king • YOU NEED A LOT OF CONTENT TO MATCH THE CONVERSATION SPEED OF THE WEB. • EVERY 5-10 MINUTES THE NEWS CYCLE TURNS. BE PREPARED! • DON’T START FROM SCRATCH. DIGITIZE YOUR INSTITUTIONAL KNOWLEDGE. • INTEGRATE KEY EMPLOYEES AS CENTERS OF THOUGHT LEADERSHIP AND DIGITAL SPOKESPEOPLE
  16. 16. MASTERING FORMATS ROLE: EDITOR MATCH THOUGHT LEADERSHIP WITHIN ORGANIZATION WITH OPPORTUNITIES TO PUBLISH ON OWNED AND EARNED CHANNELS ROLE: COMMUNITY MANAGER USE EXTERNAL DIGITAL CHANNELS AND PROFILES TO CONNECT THE NEWS STORIES TO ACTIVE STAKEHOLDER COMMUNITIES ONLINE ROLE: VIDEOGRAPHER CREATE VISUAL ASSETS THAT BRING EMOTION AND DEPTH TO BRAND NARRATIVES ROLE: DESIGNER SIMPLIFY DATA THAT SUPPORTS THE BRAND NARRATIVE AND PRESENT IT IN CREATIVE, DYNAMIC WAYS LONG FORM WRITTEN SHORT FORM WRITTEN VIDEO DATA VISUALIZATION
  17. 17. Mastering Channels FIRST PERSON BRAND VOICE SECONDARY BRAND ENGAGEMENT AND SUPPORT PRIMARY BRAND ENGAGEMENT
  18. 18. Using digital analytics to shape communications strategy 3
  19. 19. The role of analytics in digital communications • IT IS IMPORTANT THAT YOU USE ANALYTICS AND METRICS TO KEEP TRACK OF WHERE CONVERSATIONS REGARDING YOUR BUSINESS ARE HEADED. • WITH MILLIONS OF ACTIVE VOICES CHURNING 24/7, HOW DO YOU ANTICIPATE THE NEEDS OF YOUR DIGITAL STAKEHOLDERS?
  20. 20. Analytics as Business Intelligence UNDERSTANDING HOW BUSINESS INTERSECTS WITH COMMUNICATIONS WILL BRING SENIOR BUSINESS MANAGERS INTO THE FOLD. TOP CLUSTERS CSR AWARDS AND LISTS13% SOCIAL IMPACT FEATURES13% ACCESS TO MEDICINE9.6% SUSTAINABLE DEVELOPMENT GOALS7.9% CSR AWARDS IN THE MIDDLE EAST6.1% PNEUMO VACCINE ACCESS5.4% ACCESS TO THERAPEUTIC SOLUTIONS3.4% GLOBAL DRUG DELIVERY (ACCESS)6% GAPS IN CARE IN DEVELOPING COUNTRIES 12% VACCINE PARTNERSHIP WITH GATES FOUNDATION 4.8% PFIZER AND GSK ARE HEADLINERS IN PNEUMO VACCINE ACCESS NOVARTIS DOMINATES THE ACCESS TO MEDICINES COVERAGE GSK OCCUPIES “THE BRIDGE” THAT LINKS ACCESS TO MEDICINE COVERAGE TO SOCIAL IMPACT J&J, SANOFI, PFIZER, & GSK THAT LINKS ACCESS TO MEDICINE COVERAGE TO SOCIAL IMPACT
  21. 21. Analytics driving audience strategy UNDERSTANDING THE AUDIENCES WHO ARE CURRENTLY ENGAGING WILL GIVE YOU MORE PRECISE DIAGNOSES OF PROBLEMS. 84.10% TWEETING USERS 15.90% LURKERS
  22. 22. Metrics for communications optimization MONITORING ONGOING CONVERSATIONS, MENTIONS OF YOU BRAND, AND HOW YOU ARE PENETRATING CONVERSATIONS OF INTEREST WILL HELP YOU ANTICIPATE FUTURE COMMUNICATIONS NEEDS.
  23. 23. Finding the right analyst • YOUR ANALYST SHOULD BE A STORYTELLER • YOUR ANALYST SHOULD USE DATA TO CREATE CONTEXT • YOUR ANALYST SHOULD NOT BE WED TO TOOLS OVER DATA • YOUR ANALYST SHOULD BE ABLE TO PRODUCE REPORTS FOR INTERNAL AND EXTERNAL CLIENTS
  24. 24. Building better relationships with stakeholders active in social 4
  25. 25. Finding active digital stakeholders • ANALYSTS SHOULD MONITOR INFLUENCERS RELATED TO YOUR CORE BUSINESS AND ADJACENT ISSUES • ANALYSTS SHOULD MONITOR HOW YOUR COMPETITORS ENGAGE WITH INFLUENCERS • FIND CENTERS OF EXCELLENCE (CONFERENCES, INDUSTRY EVENTS, ETC.)
  26. 26. • BE A CONVENER - BRING INFLUENCERS TOGETHER FOR A CAUSE, ISSUE, OR INDUSTRY EVENT GREATER THAN YOURSELF • ACCESS IS KEY - INFLUENCERS WANT ACCESS TO YOUR DECISION MAKERS - THEY WANT TO UNDERSTAND THEM MORE • ALIGN YOURSELF WITH INFLUENCERS AT MAJOR INDUSTRY EVENTS AS MUCH AS YOU CAN Brand as convener
  27. 27. Communications Team in a Digital Workforce DIGITAL COMMUNICATIONS LEADER VIDEOGRAPHER DESIGNER ANALYST COMMUNITY MANAGER EDITOR
  28. 28. SUMMARY • DIGITAL HAS CHANGED THE PACE AND CADENCE OF COMMUNICATIONS • THERE IS A SPECIFIC SKILL SET WE SHOULD PURSUE WHEN BUILDING DIGITAL COMMUNICATIONS TEAMS • IN A DIGITAL WORLD, YOUR COMMUNICATIONS TEAM SHOULD FUNCTION LIKE A NEWSROOM • ANALYTICS CONNECT ALL PARTS OF THE BUSINESS TO COMMUNICATIONS - FIND A GREAT ANALYST
  29. 29. QUESTIONS?

×