Content strategy, communications strategy and digital excellence

5,709 views

Published on

While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and help shape business strategy. In a further drive for integration, some organizations have set up multidisciplinary centres of digital excellence.

So where in an organization does a content strategy team fit best? To show its full potential, content strategy needs to work alongside communications strategy in supporting business strategy. Diana shows how content strategy and communications strategy are complementary, providing a practical and inspiring framework for everyone to keep to.

Published in: Business, Technology
0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,709
On SlideShare
0
From Embeds
0
Number of Embeds
1,728
Actions
Shares
0
Downloads
144
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide

Content strategy, communications strategy and digital excellence

  1. 1. Content Strategy,Communications Strategyand Digital ExcellenceDiana RailtonConfab 2012
  2. 2. CreativeComms
  3. 3. Wikimedia Commons Matthew Hoelscher
  4. 4. CreativeComms
  5. 5. Credit Darrell Gulin copyright 2007
  6. 6. © Bobby Haas
  7. 7. Key pointsDIGITAL EXCELLENCETEAM WORKCOMMUNICATION MANAGEMENT
  8. 8. Key pointsCOMMUNICATIONS STRATEGY+ CONTENT STRATEGY
  9. 9. Key pointsCONTENT STRATEGY
  10. 10. THE COMMUNICATIONS PROFESSION
  11. 11. Photo: billjacobus
  12. 12. Photo: timpeartrice
  13. 13. 68,000 members
  14. 14. „The Never-EndingTurf War betweenPR and Marketing‟
  15. 15. Call for integrated communications‘If we persist in this argument, we will never beable to set in place a sound communicationsstrategy’
  16. 16. Call for integrated communications‘United we stand, divided we fall’
  17. 17. INTEGRATEDCOMMUNICATION MANAGEMENT Unified content strategy
  18. 18. www.communicationmonitor.eu
  19. 19. www.communicationmonitor.eu
  20. 20. www.communicationmonitor.eu
  21. 21. IABC Australia & Ogilvy PR, 2011 www.ogilvypr.com.au/category/peripheral-vision-study
  22. 22. PRSA definition, 1982Public relations helps an organization and its publicsadapt mutually to each other
  23. 23. /http://prdefinition.prsa.org/index.php/2011/12/02/snapshot-of-the-public-relations-defined-initaitve-submission-day12
  24. 24. PRSA definition, 2012A strategic communication process that builds mutuallybeneficial relationships between organizations and theirpublics
  25. 25. Corporate communicationsA system which enables organizations to strategicallyorchestrate and manage all types of communicationAdapted from Wikipedia
  26. 26. en.wikipedia.org
  27. 27. Corporate communication functionsMarketing communications?Brand managementAdvertisingReputation managementMedia relationsInvestor relationsGovernment relationsPublic affairsInternal communicationsChannel managementEvents and publicationsCorporate social responsibilityChange management communicationsCrisis communicationsDigital communications ++++
  28. 28. DIGITAL COMMUNICATIONS
  29. 29. Communications channel matrixFace to face Phone Paper Broadcast Electronic Web
  30. 30. Digital = web enabled / electronicFace to face Phone Paper Broadcast Electronic WebMeet Landline Letters TV Email Websites Radio IntranetsVisual aids Mobile Print Billboards E-readers Social media Video Audio Tablets
  31. 31. DIGITAL COMMUNICATIONSMANAGER
  32. 32. WHO OWNSWHAT CHANNELS?
  33. 33. www.wired.com
  34. 34. „... the opportunities and complexities ofcontent are forcing divisions together inefforts to avoid duplication, neglect, andconflict.‟Julia Hood, PR Week US, April 2012
  35. 35. „So much of the digital land-grab has focusedon execution. In the case of content,communications has an opportunity,virtually a mandate, to be its true strategicleader.‟Julia Hood, PR Week US, April 2012
  36. 36. COMMUNICATIONS DIRECTOR
  37. 37. WikimediaCommons
  38. 38. www.communicationmonitor.eu
  39. 39. www.communicationmonitor.eu
  40. 40. www.communicationmonitor.eu
  41. 41. www.blcs2012.com
  42. 42. Business Leaders inCommunications Study 2012‘The most comprehensive overview of thefunction, structure and role of corporatecommunications today and in the future’95 comms directors, FTSE companies www.blcs2012.com
  43. 43. Business Leaders in Communications Study 2012VMA Group
  44. 44. 1 in 10 failed to see the relevance of social media Wikimedia Commons
  45. 45. Number of professionals who judge socialmedia important2011: 40.5%European Communication Monitor 2011
  46. 46. „Six out of 10 “do not believe” in social media‟but controlled online activities are relevant to mostEuropean Communication Monitor 2011
  47. 47. WikipediaCommons
  48. 48. NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
  49. 49. http://community-roundtable.com/2009/06/the-community-maturity-model/
  50. 50. WikimediaCommons PD-USGOV-NASA
  51. 51. Wikimedia Commons
  52. 52. Socialintranets www.ibforum.com
  53. 53. www.digital-workplace-trends.com
  54. 54. www.digital-workplace-trends.com
  55. 55. Strategic decision-making, leadership, coordination The digital board Internal and external communication channels www.digitalworkplacetrends.com
  56. 56. The digitalcentre of excellence
  57. 57. Marketing and communications teamsDigital / content teams in other departments
  58. 58. Five ways companies organise for social mediaJeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  59. 59. Centre of excellenceFive ways companies organise for social mediaJeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  60. 60. 20% 42% 35%Digital Marketing, Organisational Structures and ResourcingEconsultancy, 2011 http://econsultancy.com/uk/reports
  61. 61. 20% 42% 35% Centre of excellenceDigital Marketing, Organisational Structures and ResourcingEconsultancy, 2011 http://econsultancy.com/uk/reports
  62. 62. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy2011http://econsultancy.com/uk/reports
  63. 63. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy 2011 http://econsultancy.com/uk/reports
  64. 64. Digital MarketingOrganisational Structuresand Resourcing,Econsultancy, 2011http://econsultancy.com/uk/reports
  65. 65. A central team of content strategists
  66. 66. Wikimedia Commons
  67. 67. THE STRATEGY DEPARTMENT? Alan Sugar
  68. 68. Business strategyCommunications strategyContent strategy ??
  69. 69. PROVE THE VALUE OFCONTENT STRATEGY
  70. 70. The mind-set of senior managers
  71. 71. Strategic management Carrying out the strategic plan Measurable results NUMBERShttp://farm6.static.flickr.com
  72. 72. Communications strategy‘The only purpose for communicationsstrategy is to achieve measurableresults that help the organization reachits vision / mission’Les PotterFocus on results, not activity
  73. 73. CONTENT STRATEGYRESULTS + ACTIVITY
  74. 74. „People who claim to be content strategistscouldn‟t strategize themselves out of a box‟From responses to Content Strategy Recruitment Trends survey, 2012Firehead www.firehead.net/the-problem-with-hiring-a-content-strategist-is
  75. 75. Strategy essentialsSimple to explain and carry out
  76. 76. What do strategies look like?PASTA
  77. 77. What do strategies look like?PASTAPurpose / Vision / MissionWhere you want to get to
  78. 78. Dream the dreaminspire communicate demonstrate
  79. 79. Which organization?To be earth’s most customer centric company; tobuild a place where people can come to find anddiscover anything they might want to buy online.
  80. 80. Which organization?To be earth’s most customer centric company; tobuild a place where people can come to find anddiscover anything they might want to buy online.
  81. 81. Which organization?To organize the world’s information and make ituniversally accessible and useful.
  82. 82. Which organisation?To organize the world’s information and make ituniversally accessible and useful.
  83. 83. Which organization?To develop content that commits to making theworld a better place, adds value and significanceto people’s lives, and provokes conversationsthrough story telling.
  84. 84. Which organization?To develop content that commits to making theworld a better place, adds value and significanceto people’s lives, and provokes conversationsthrough story telling.Adapted
  85. 85. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesWhat you want to achieve
  86. 86. Be specificTo ensure our digital communication channelsaddress the primary concerns of our keyaudiences
  87. 87. GoalsStart with what you want to measureCritical success factors / key performanceindicators
  88. 88. Be specificTo ensure our digital communication channelsaddress the primary concerns of our keyaudiences
  89. 89. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesStrategyHow you will meet your goals
  90. 90. http://printmediacentr.com
  91. 91. Response‘It would be an inspiring goal if there was aserious strategy.‘But there isn’t. Even with the best will in theworld, it is not going to happen.’Guardian newspaper
  92. 92. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesStrategyTacticsYour detailed action plan
  93. 93. Strategy v tactics‘I do not believe that there is value in spending Stephen Berrytime debating the nuances of the differences Strategies of thebetween strategies and tactics. Serengeti‘One person’s strategy could be anotherperson’s tactic depending on their level and rolewithin a business.’
  94. 94. STRATEGYROBUST, LONGER TERMTACTICSCHANGE RAPIDLY
  95. 95. What do strategies look like?PASTAPurpose / Vision / MissionAims / Goals / ObjectivesStrategyTacticsActivitiesDay to day, schedule
  96. 96. Template for a basic strategyPurpose / vision. What’s it for?Aims / goals. What do you want to achieve?Strategy. How will you do this?Tactics. What is your action plan?Activities. Day to day. Who, when, where?
  97. 97. Template for a basic strategyPurpose / vision. What’s it for?Aims / goals. What do you want to achieve?Strategy. How will you do this?Tactics. What is your action plan?Activities. Day to day. Who, when, where?BudgetMeasurementROI
  98. 98. www.communicationmonitor.eu
  99. 99. www.communicationmonitor.eu
  100. 100. www.communicationmonitor.eu
  101. 101. What does a communications strategylook like?
  102. 102. What should a communicationsstrategy include? Principles
  103. 103. Where does content strategy start? Principles
  104. 104. What does a communications strategylook like? Build in other strategies Provide brief / template
  105. 105. INTEGRATED STRATEGIEShttp://masdenglish.tripod.com
  106. 106. INTEGRATED COMMUNICATION MANAGEMENT
  107. 107. © DRCC 2012
  108. 108. A central team of content strategists Taxonomy/ Coordinate between Advise on content creation, metadata teams delivery and governance Audit Recommend best Monitor channels channels for tasks Standards BrandKeep track of what‟s Messaging tone of showing Refine strategies voice Globalisation, and action plans Adaptive localisation User-generated content content Share advanced techniques MEASURABLE RESULTS DIGITAL EXCELLENCE
  109. 109. Photo: amanderson2
  110. 110. Photo: dmitri_66
  111. 111. Wikimedia commons
  112. 112. THANK YOUdiana.railton@drcc.co.ukwww.twitter.com/dianarailtonwww.drcc.co.uk© DRCC 2012All rights reserved

×