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Communications for a changing world July 2015
- 1. Abu Dhabi Beijing Berlin Brussels Dallas Dubai Frankfurt Hong Kong Johannesburg London Milan Mumbai Munich New York Paris Rome San Francisco Sao Paulo Shanghai Singapore Stockholm Vienna Washington, D.C. Communications for a changing world July 2015
- 2. © BRUNSWICK | 2015 | 1 The World Turned Upside Down
- 3. © BRUNSWICK | 2015 | 2 A new environment
- 4. © BRUNSWICK | 2015 | 3 A profound loss of trust
- 5. © BRUNSWICK | 2015 | 4 Whose side are you on?
- 6. © BRUNSWICK | 2015 | 5 Are you with the 1%?
- 7. © BRUNSWICK | 2015 | 6 ...or the 99%
- 8. © BRUNSWICK | 2015 | 7 The new normal
- 9. © BRUNSWICK | 2015 | 8 90% 2.1 billion 57% 39% of the world’s data has been created in the last two years active social media accounts of consumer traffic by 2015 of B2B buyers identified that they share info graphics on social media frequently
- 10. © BRUNSWICK | 2015 | 9 44% of global internet users spend over one hour per day on social platforms (Source: Global WebIndex, January 2014)
- 11. © BRUNSWICK | 2015 | 10
- 12. © BRUNSWICK | 2015 | 11 3.38m 1.8m 2005 2015
- 13. © BRUNSWICK | 2015 | 12 The “new normal”Shareofdevicetrafficonatypicalworkday Late night (12am-7am) Early morning (7am-10am) Daytime (10am-5pm) Early evening (5pm-8pm) Prime (8pm-12am) Mobiles brighten the commute PCs dominate working hours Tablets popular at night
- 14. © BRUNSWICK | 2015 | 13
- 15. © BRUNSWICK | 2015 | 14 “In the US, 22% of readers accessed their news last week via Huffpost compared with 12% via the New York Times.” Reuters Institute for the Study of Journalism June 16, 2015
- 16. © BRUNSWICK | 2015 | 15 Appealing to the lowest common denominator? “I was a journalist at the Financial Times. Whenever you work at a newspaper, particularly a newspaper with high standards, you're struck by the gap between the story that appears in the paper the next day and what the journalist who wrote that story will tell you about it after deadline. The version they tell over a drink is much more interesting—legally riskier, sometimes more trivial, and sometimes it fits less neatly into the institution's narrative. Usually it's a lot truer. The very fact that a journalist will ask another journalist who has a story in the paper, "So what really happened?"—now, just think about that question. It's a powerful question. It's the essence of all meaningful gossip.” Nick Denton
- 17. © BRUNSWICK | 2015 | 16 From the Oxford English Dictionary LISTICLE Syllabification: lis·ti·cle Pronunciation: /ˈlistək(ə)l/ Definition of listicle in English: noun An article on the Internet presented in the form of a numbered or bullet-pointed list: a recent BuzzFeed listicle called “21 Pictures That Will Restore Your Faith in Humanity” has attracted more than 13 million views
- 18. © BRUNSWICK | 2015 | 17 Rise of “citizen journalism”
- 19. © BRUNSWICK | 2015 | 18 Or are their grounds for hope? “The standard unit of production in traditional journalism is an 800 word article… it turns out what people want online is shorter stuff that is focused and creative and meant for social… and the longer stuff…2-3000 words: these are the things people read.” Kevin Delaney Editor in Chief Quartz
- 20. © BRUNSWICK | 2015 | 19 Traditional media must either adapt … Janine Gibson, former editor-in-chief of The Guardian’s website, soon to be UK editor Buzzfeed: “For someone with a print background, you’re accustomed to the fact that if it… gets into the paper you’re going to find an audience…It’s entirely the other way around as a digital journalist. The realization that [the audience is] not going to just come and read it has been transformative.”
- 21. © BRUNSWICK | 2015 | 20 News outlet brands are migrating to web
- 22. © BRUNSWICK | 2015 | 21 Newspaper ad revenue is less than half of what it was a decade ago… …and despite the erection of pay walls by some publications, barely 10% of consumers are currently paying for their news BUT…. 2005 2015
- 23. © BRUNSWICK | 2015 | 22 For some it is already too late…
- 24. © BRUNSWICK | 2015 | 23 According to the US Department of Labor, over the next ten years the number of journalists is set to decline by 13% against an overall average growth in most professions of 11%
- 25. © BRUNSWICK | 2015 | 24 The challenge for communicators
- 26. © BRUNSWICK | 2015 | 25 What comms directors most worry about 50% 12% 10% 7% 7% 6% 5% 4% Rise of social, digital and mobile communications Increased pace of communications Integration of communications Doing more with fewer resources More strategic use of communications to manage reputation Engaging with a broader range of stakeholders Greater complexity of work (e.g. managing multiple channels) Measuring & demonstrating comms' business impact & value Q. What do you think is the biggest change in the past couple of years in how your communications department does its job?
- 27. © BRUNSWICK | 2015 | 26 Digital and social media “noise” only compounds the problem % who say they are concerned about each 45% 47% 48% 60% Changing stakeholder landscape – size and… Increased government regulation With social media, how to separate what matters… Information overload in general Q. Thinking about your department and the work you do, how relaxed or concerned are you about each of the following? “[I am concerned about the] communication of complex ideas in a world that seems to want 140 character all-in solutions.” (Industry association, Switzerland)
- 28. © BRUNSWICK | 2015 | 27 Communications continue to shift to digital Q. How important are each of the following communications channels for your organization now / and how important do you expect them to be in five years’ time?
- 29. © BRUNSWICK | 2015 | 28 The new corporate communications world
- 30. © BRUNSWICK | 2015 | 29
- 31. © BRUNSWICK | 2015 | 30 New tools to measure reputation
- 32. © BRUNSWICK | 2015 | 31 Data can inform PR decisions
- 33. © BRUNSWICK | 2015 | 32 “With the saturation of channels, the ability to stand out is our biggest challenge. Graphics can look slick for anyone, so it's important for reputation, experience and personality to stand out.” (Listed company, UK)
- 34. © BRUNSWICK | 2015 | 33 Four things we know Average time spent on sites = 125 seconds Video on home pages increases engagement by 86% Posts with visuals = 94% more page visits Infographic s grow traffic by 12%
- 35. © BRUNSWICK | 2015 | 34 Time it takes from our brains to process visual cues: ¼ second Visuals are processed 60,000 x faster in the brain than text
- 36. © BRUNSWICK | 2015 | 35 Nokia / Alcatel-Lucent Deal site 6k 13k 3.5k 6k Number of downloads Video Infographics Press release Presentation
- 37. © BRUNSWICK | 2015 | 36 Let pictures tell the story
- 38. © BRUNSWICK | 2015 | 37 Telling your own story your way
- 39. © BRUNSWICK | 2015 | 38 “Our distribution channels range from email – 17,000 subscribers get an email from us every day – to Twitter to Gizmodo. Our strategy is to write stories that are so compelling that people want to share and comment on social media, and media outlets want to run with them because they know they will interest their readership. As far as our strategy for fueling that social pickup, we do spend a lot of time constructing enticing gateways to the story – the headline, the opening paragraph, an infographic or the GIF – a short animated film. We’ll take a 10-minute video that someone shot for GE years ago and find a five-second segment that’s really GIF-able and put that out on our channels with a link to the full text.” Tomas Kellner
- 40. © BRUNSWICK | 2015 | 39
- 41. © BRUNSWICK | 2015 | 40 “I think the debate about that has disappeared a bit. When we first launched BlueNotes, a number of people from the traditional media had very strong views about it, but now there is a recognition that there will be many forms of journalism. There is an appetite online for a smorgasbord of content – people aren’t subscribing and dedicating themselves to only one outlet. Even if they tried, they would still be inundated with links on their social networks and in their inboxes. The online user has become source agnostic.” Paul Edwards Head of Communications, ANZ
- 42. © BRUNSWICK | 2015 | 41
- 43. © BRUNSWICK | 2015 | 42 The elites – or managers in companies – no longer control the conversation. This isn’t just about Arab spring. This is about corporate spring. Marc Benioff, CEO of Salesforce.com
- 44. © BRUNSWICK | 2015 | 43
- 45. © BRUNSWICK | 2015 | 44 What does it all mean for us?
Editor's Notes
- You’ve asked us to introduce Brunswick. We’re a communications firm – focused on business critical communications.
- We all know that digital has fundamentally changed the rules of the game
- But it is the combination of digital and the anger post crisis which has transformed the balance of power between the governing and the governed with profound implications for those of us who represent traditional centres of economic as well as political power
- The gap between the haves and have nots has been widened at least that is the perception. Business is no longer seen as a force for good – and the media even the top end media, politicians and regulators have sensed the shift in mood and are terrified of being caught on the wrong side of the argument
- They are all conscious that they are being asked to take sides…
- For us one of the key developments has been the revolution in the world of communications
- These numbers tell their own story Technology is increasingly disrupting this landscape and we have chosen to embrace this new “normal”. 90% of the world’s data has been created in the last two years We are all finding more dynamic way of consuming it Social media is having a profound impact on the reputational landscape with 2.1 billion having active social media accounts The rising power of video: CISCO expect video to account for 57% of consumer traffic by 2015 A greater emphasis on visual content: In 2014, 39% of B2B buyers identified that they share info graphics on social media frequently (Demand Gen Report’s 2014 Content Preferences Survey) The environmental, reputational and communication challenges our clients face are becoming more complex. And the language we use in this new “normal” is increasingly important.
- We all know how important the internet is now but we still only have 24 hours in the day and we have to sleep for some of them or at least most of us do. The time on the internet is clearly coming at the expense of something else
- For much of my career the print media has been the main source of news for most people, particularly professional or business people who need to stay informed to be taking seriously . But that is no longer the case
- The Sun newspaper, still the biggest selling daily in Europe, once was seen so important politically that Tony Blair travelled to Australia to emet Rupert Murcodch the proprietor at this home to end more than a decade of hostility between the paper and the Labour Party. Yet it is questionable now if any paper has that clout. Between 2005 and 2015 the circulation of the Sun newspaper, Britain’s biggest selling tabloid fell by 46.5% from 3.38m to 1.8m
- Where once people consumed a wholesome diet of news through their daily paper and evening news broadcasts now they snack eating bite sized chunks of news during the day
- Huffington Post The internet has made it easier to create new news media all of them seeking to address the new consumption habits of the rising social media generation To add Gawker To add Buzzfeed To add Quartz To add Mediapart To add Mashable To add
- Some of them have already succeeded in overtaking traditional newspapers
- Are we seeking though a race to the bottom in journalistic standards? Denton a former journalist on the Financial Times supposedly the high table of journalism is an unshamed believer that what the public wants the public should get. Manti Te'o had a fake girlfriend. Rob Ford smoked crack. Brett Favre texted photos of his junk to a young woman. That these and countless other onetime secrets are now public knowledge is thanks to Nick Denton, the founder and owner of a network of news-and-gossip websites called Gawker Media.
- The new media have spawned a plethora of new forms and a new vocabulary
- It has also lowered the barrier for entry to journalism. With a smartphone anyone can be a journalist.
- Not everyone believes that people just want trivia. One of the newcomers is Quartz a business publication that believes that the people do want to read thoughtful well researched journalism and have been hoovering up reporters from quality publications. Their originality stems from a belief in using big data and analytics to identify the themes and trends that are going to resonate with their readership
- But for established media, the search for a viable business model goes on: The Guardian is one of the best read publications on the web and its enthusiastic embrace of the web has enabled it to expand its readership massively in North America where its progressive perspective is not often heard in a Conservative American media world but it has yet to find a way to make money ut Guardian and Observer narrow losses. The hard lesson which many journalists are learning to their cost is most of what newspapers have traditionally regarded as newsworthy is a turn off to most readers, and they are havingt to learn fast that in this new world the consumer is king and no longer wants to pay good money to have someone elses idea of what is good for them rammed down their throat. Guardian News & Media reports loss of £30.6m in year to end of March, with print income stable and digital revenues up 24%.
- It is true that media brands do have a strength and while print is dying out readership is migrating to the web
- But the economics are dire. The web has killed classified ads, the staple of local and regional media particularly, and rates for online advertising are a fraction of what advertisers used to pay for print or TV adversiting. For the past five years, newspaper ad revenue has maintained a consistent trajectory: Print ads have produced less revenue (down 5%), while digital ads have produced more revenue (up 3%) – but not enough to make up for the fall in print revenue. Overall ad revenue fell 4%, to just $19.9 billion.
- Users dictate content One integrated print/digital newsroom. Two shifts a day, one from 6am and one ending at midnight. Three speeds to work at, from fast for breaking news to slower for a feature. Four key skills for each journalist: social, video, analytics and search engine optimisation. Five deliverable ideas required from each desk each day: including one video, one shareable and one interactive. The main daily news conference has been moved 8am, with the first 15 minutes led by Gregg Stewart, director of audience development. “It is mashing digital natives and journalists,” said one source.
- The rise of social, digital and mobile communications is the standout change that communications departments have had to deal with in the past two years, cited by 50% of corporate communicators
- Online channels such as apps, social networks, video, and blogs are expected to increase in importance in five years’ time, while traditional media, email and brochures are expected to be less important
- The old model where you put out a press release and everyone listens is dead
- Used technology to build predictive model for last four episodes of show Delivered a pre-broadcast strategy memo based on the model
- Information overload is cited most frequently as a source of concern Cutting through and getting audiences’ attention Managing incoming information Identifying and prioritising key issues
- So against this backdrop there are three principles worth building into the language we employ in this new “normal”. It’s the inevitable paradox: the more the world goes global, the more we prize the local and authentic. Most of the innovative and breakthrough brands are defined by their authenticity (often tied to provenance), simplicity and charm. The language they use is informal (just check our MailChimp / Groupon). It’s a reflection on one of society’s most significant current moods, the rejection of excess (too much sugar, too much consumerism and too much pretence) and the desire to have more not less personal contact. So what does all this mean for how we as individuals and as a firm use verbal and visual language to best effect?
- Tomas Kellner, Managing Editor of GE Reports, a seven-year-old site dedicated to news about the company
- Tomas Kellner, Managing Editor of GE Reports, a seven-year-old site dedicated to news about the company