This document discusses content strategy, communications strategy, and digital excellence. It provides an overview of how organizations are structuring their communications teams to better coordinate digital communications, content creation, and social media. A central team of content strategists is proposed to coordinate efforts between departments and advise on content strategy, governance, and measurement of results. Integrating communications, content strategy, and digital efforts into a unified strategy is presented as an effective new model for communication management.
29. PRSA definition, 2012
A strategic communication process that builds mutually
beneficial relationships between organizations and their
publics
30. Corporate communications
A system which enables organizations to strategically
orchestrate and manage all types of communication
Adapted from Wikipedia
35. Digital = web enabled / electronic
Face to face Phone Paper Broadcast Electronic Web
Meet Landline Letters TV Email Websites
Radio Intranets
Visual aids Mobile Print Billboards E-readers Social
media
Video
Audio Tablets
40. „... the opportunities and complexities of
content are forcing divisions together in
efforts to avoid duplication, neglect, and
conflict.‟
Julia Hood, PR Week US, April 2012
41. „So much of the digital land-grab has focused
on execution. In the case of content,
communications has an opportunity,
virtually a mandate, to be its true strategic
leader.‟
Julia Hood, PR Week US, April 2012
48. Business Leaders in
Communications Study 2012
‘The most comprehensive overview of the
function, structure and role of corporate
communications today and in the future’
95 comms directors, FTSE companies
www.blcs2012.com
67. Marketing and
communications
teams
Digital / content teams
in other departments
68. Five ways companies organise for social media
Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010
www.altimetergroup.com
69. Centre of
excellence
Five ways companies organise for social media
Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010
www.altimetergroup.com
70.
71. 20% 42% 35%
Digital Marketing, Organisational Structures and Resourcing
Econsultancy, 2011
http://econsultancy.com/uk/reports
72. 20% 42% 35%
Centre of
excellence
Digital Marketing, Organisational Structures and Resourcing
Econsultancy, 2011
http://econsultancy.com/uk/reports
85. Strategic management
Carrying out the strategic
plan
Measurable results
NUMBERS
http://farm6.static.flickr.com
86.
87. Communications strategy
‘The only purpose for communications
strategy is to achieve measurable
results that help the organization reach
its vision / mission’
Les Potter
Focus on results, not activity
91. „People who claim to be content strategists
couldn‟t strategize themselves out of a box‟
From responses to Content Strategy Recruitment Trends survey, 2012
Firehead
www.firehead.net/the-problem-with-hiring-a-content-strategist-is
104. Which organization?
To be earth’s most customer centric company; to
build a place where people can come to find and
discover anything they might want to buy online.
105. Which organization?
To be earth’s most customer centric company; to
build a place where people can come to find and
discover anything they might want to buy online.
108. Which organization?
To develop content that commits to making the
world a better place, adds value and significance
to people’s lives, and provokes conversations
through story telling.
109. Which organization?
To develop content that commits to making the
world a better place, adds value and significance
to people’s lives, and provokes conversations
through story telling.
Adapted
110. What do strategies look like?
PASTA
Purpose / Vision / Mission
Aims / Goals / Objectives
What you want to achieve
111. Be specific
To ensure our digital communication channels
address the primary concerns of our key
audiences
112. Goals
Start with what you want to measure
Critical success factors / key performance
indicators
113. Be specific
To ensure our digital communication channels
address the primary concerns of our key
audiences
114. What do strategies look like?
PASTA
Purpose / Vision / Mission
Aims / Goals / Objectives
Strategy
How you will meet your goals
117. Response
‘It would be an inspiring goal if there was a
serious strategy.
‘But there isn’t. Even with the best will in the
world, it is not going to happen.’
Guardian newspaper
118. What do strategies look like?
PASTA
Purpose / Vision / Mission
Aims / Goals / Objectives
Strategy
Tactics
Your detailed action plan
119.
120. Strategy v tactics
‘I do not believe that there is value in spending
Stephen Berry
time debating the nuances of the differences
Strategies of the
between strategies and tactics. Serengeti
‘One person’s strategy could be another
person’s tactic depending on their level and role
within a business.’
122. What do strategies look like?
PASTA
Purpose / Vision / Mission
Aims / Goals / Objectives
Strategy
Tactics
Activities
Day to day, schedule
123. Template for a basic strategy
Purpose / 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?
124. Template for a basic strategy
Purpose / 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?
Budget
Measurement
ROI
139. 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
Brand
Keep 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