Speaker: Robert Hanke (GF crosscom) Der neue Bank Austria Newsroom zeigt, wie hunderte Kommunikations-Themen von einem kleinen Team mit Hilfe von Dashboards gesteuert und die Contents in bis zu 80 Channels dirigiert werden. Robert Hanke skizziert in seinem Vortrag die Herausforderungen in einem solchen Organisationsentwicklungsprojekt, vergleicht die Theorie mit den Erfahrungen in der praktischen Umsetzung und beschreibt die symbolische Kraft von sichtbar gewordener IT via Dashboards auf internen Screens und mobilen Endgeräten. Haben Sie dazu Fragen oder möchten Sie die Folien haben, dann kontaktieren Sie uns bitte unter office@usecon.com

1. How to bring a newsroom into
a bank…
RoX Conference 2015
Robert Hanke, crosscom
robert.hanke@crosscom.cc
+43 (699) 1234 20 44

2. How it all began…
The client: “Develop Digital Signage for our new
branches…”
Answer: “OK”

3. Result:

6. Done!

7. How?
• Process

9. Banks love processes!

10. Do we need processes in our daily work?
• No.
• But they are ladders.

11. What to do with ladders?
• Throw them away, aUer established.
(Ludwig WiWgenstein, Tractatus Logico-Philosophicus)

12. Next step:
• The client: “Develop processes for all the other
media we have…”
• That means: Transfer the learnings & processes
we made when establishing Digital Signage to all
the other media:
– Internet
– Intranet
– Social Media
– Print Publishing
– and so on.

13. How?

14. 3 possible ways:
a) Evaluate the internal processes, make sugges_ons
how to op_mize and create synergies
b) Do a) and in addi_on establish a small team of pilots,
working interdisciplinary across classic
communica_on disciplines (print, online, marke_ng,
mul_ channel management, PR, communica_ons,…)
c) Establish a newsroom (like in the big media houses…)
This last op_on was meant to be the drop result.
Why?
It simply wouldn´t fit to a bank.

15. • The client: “Your mission is to establish a
newsroom…” (…in one of the biggest banks in
Austria).
• The answer: “No way.”

16. • Client: “You just tell me what you need for the
project, and you´ll get it!”
• The answer: “Well,…”
• “Let´s do it!”

17. Recipe for a newsroom:
• Organiza_onal development
• Enough _me (at least one and a half year)
• Power to reorganize established processes
• Open minded CEO
• Social first
• An innova_ve working environment
• And a strong brotherhood with IT (that meant to
do most of the concep_onal development by
yourself, strong external partners and tolera_on
of the internal IT)

18. • Mix it all together with a plan,
• ready!

19. What is important?
• Doors are open (symbolic power)
• A key to the system for the users (licenses & smart
terminals, MS Surface for example)
• Trainings for the employees
• Know how your internal target groups are ac_ng
• Let the experimental character
• If possible no interference with other organiza_onal
development projects (like moving the whole
department into a new working area)
• Design, Design, Design (Usecon, to work on usability)
• Communicate, communicate, communicate!

20. How does it work in real life?

22. What´s next?
• The newsroom as a base for a new era of
communica_on

23. That means:
• Establishing new func_ons of CRM (targe_ng,
retarge_ng, segmenta_on, big data,..)
– Obstacles are not technical but security, compliance issues
• New methods of content distribu_on
– “storytelling” & content hub
• New Media
– New website
– New online customer magazine (“no more print
publishing”)
– New newsleWer system
• That leads to new online processes and to
• New products. Some_me.

24. We never give up!
• Thanks for listening!
• Team
– Margit BiWner
– Hermann Rauschmayer
– Reinhard Tötschinger
– Wolfgang Rehberger
– Mario Simandl
– Peter Hössl
– Robert Hanke
T TSCHINGER
T R A N S F O R M A T I O N
Dr. Reinhard Tötschinger
1010 Wien
Spiegelgasse 23/7A
0043 1 5854976
0043 (0)664 1623409
reinhard@toetschinger.com
www.toetschinger.com
Contact: Robert Hanke, crosscom
robert.hanke@crosscom.cc
+43 (699) 1234 20 44