It's Not You, It's You: Aligning in the Digital Age
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Talk from the Indiana University Communications and Marketing Conference. The effective use of digital technologies for both internal and external communications requires alignment between three key things: Purpose, Tools and People. Case studies from our research and tips for applying this in your organization.
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It's Not You, It's You: Aligning in the Digital Age
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- 13. • Strategy: Global collaboration Structure: Global organization w/ cross-functional teams • • Smart, social, collaborative, low Phone and innovation fluency Email
- 14. • Strategy: Not terribly clear Structure: Global organization w/ cross-functional teams • • Young, smart. Mistaking tech-savvy for digital Sharepoint fluency. Leadership low Portals strategic fluency w/ digital media
- 15. • Strategy: National community development Structure: Centralized national • brand • Digitally fluent locations and customers promoting the brand, Digital tools lack of strategic fluency by misunderstood leadership, trying to “get brand and avoided under control”
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- 17. Are the tools we are using really supporting our strategic goals? Do we have specific enough strategic goals to answer this question? What strategies and structures does our organization have today? How has the way we’ve structured our organization affected the Are we a distributed organization? relationships between people in our organization? How much are we co-creating value with external stakeholders? How does our use of communication tools affect the relationships of What is our overall strategy? people within our organization? What digital tools are we using or trying to use? How are we using them? What tools are our external stakeholders using? How digitally fluent are our employees? Our leaders? Our Would adding a new social network to our organization audiences and other external change things? What if it included external stakeholders? What sorts of stakeholders? relationships do all of these people maintain? Would an influx of digitally fluent employees or external stakeholders change our strategy? Would an influx of participatory GenY employees? If our communications strategy shifted from controlling messages to curating them and building community around our organization, what skills would we need to develop or hire for and what sorts of tools would we Talk to us afterwards about how we can help your organization to improve need to use? alignment!