Uploaded byAurelie Couvreur
How to communicate efficiently in a fast changing world ?
The document discusses the impact of digital transformation on communication, highlighting changes in society, workplace dynamics, and consumer behavior. It emphasizes the need for communication professionals to adapt to new tools, channels, and expectations, as traditional methods become outdated. The conclusions stress that evolving with digital trends is crucial for success and that reskilling should be prioritized to navigate these changes.
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How to communicate efficiently in a fast changing world ?
- 1. DISCOVER MORE digitaly.be Aurélie Couvreur COMMUNICATIONIN A CHANGING WORLD aurelie@digitaly.be
- 2. THE WORLD ISCHANGING
- 3. “Ce n'est pasune crise, c'est un changement de monde” Michel Serres, Philosopher
- 4. The 1st mediain the world does not produce any content
- 5. The largest hotel group doesnot own any hotel
- 6. The largest publictransportation system is private
- 7. The largest cabcompany does not own any*
- 8. The world leaderin electric cars did not exist 15 years ago
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- 11. The most “peopleintensive “sector is robotised
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- 13. CHANGE IN SOCIETY 5GENERATIONS AT THE WORKPLACE
- 14. CHANGE IN SOCIETY RE-DEFINITIONOF THE FAMILY
- 15. Use Internet regularly 89% Use SocialNetworks regularly Have a mobile subscription 65% 108% Use social networks on their mobile regularly 55% Sources: We are social - January 2018 DIGITAL USE IN BELGIUM DIGITAL IS EVERYONE - EVERYWHERE
- 16. Consumers’ associations 55% Friends & familyExperts 51% Sources: We are social - January 2018 TRUST IS THE 21ST CENTURY MONEY TRUST IS NOW DIGITAL 51%
- 17. Consumers’ associations 55% Friends & familyExperts 51% Collaborative economy 61% Sources: We are social - January 2018 TRUST IS THE 21ST CENTURY MONEY TRUST IS NOW DIGITAL 51%
- 18. Consumers’ associations 55% Friends & familyExperts 51% Collaborative economy 61% Sources: We are social - January 2018 TRUST IS THE 21ST CENTURY MONEY TRUST IS NOW DIGITAL 51% Google search 50%
- 20. Worried about his professionalfuture More connected than ever Tablets and Smartphones taking the lead over PC’s More nomade than ever Declining attention span Looking for instant problem solving Informed sharing meaning Looking for purpose Relationship more important than transaction CHANGE IN SOCIETY EMPLOYEE PROFILE 2018
- 21. Social networks Local communities Co-construction, co-creation Satisfaction surveys & ratings World is 1-clic away 24/7 availability On-demand services Rent, share, exchange Recent smartphone, tablet CHANGE IN SOCIETY PRIVATE LIFE
- 22. CHANGE IN SOCIETY PROFESSIONALLIFE GEN Y Job stability - security disappearing Do not know what company is expecting from him/her Overload of information Fading of Prof/private life barrier Reachable 24/7 Brown-out et Burn-out Digital Transformation Outdated tools Channels multiplication
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- 25. TECHNOLOGY IMPACT 6 ICONSREDEFINED COMMUNICATION
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- 27. #WithHappiness • have atendency to communicate less • neglect internal com’ • to communicate 1 way, 1 format for all COMMUNICATION IN REAL LIFE Companies “Everyone knows that..” “We have always done like that..” “We will communicate later, when…” “Social networks are for private things & teenagers”
- 28. NEWSWORTHY VISUAL INFO SNIPETS Trust ACCESSIBLE Listened to VIDEOS Transparency MULTICHANNELS FAST, EFFICIENT INTERNAL COMMUNICATION WHAT EMPLOYEES EXPECT FROM THEIR EMPLOYER
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- 39. YOUR JOB ISCHANGING
- 41. #WithHappiness SHIFT COMMUNICATION PROFESSIONALS STRUGGLE •Difficult to follow the evolution, “up-to-date” : 89% • Outdated tools • No budget for communication training • No time for continued education • No clear vision from the management • Just wondering: “How to…” What Communication professionals say:
- 42. #WithHappiness SHIFT MANAGEMENT EXPETATIONS GROWING •Difficult to follow the evolution, “up-to-date” • Outdated tools • No budget for communication training • No time for continued education • No clear vision from the management What Communication professionals say: What Management say: • 78% complain about the lack of capacity to generate attention, convince, contribute to sales objectives • 72% consider communication budgets are not justified • Information • Develop new skills • Alignement • ROI
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- 44. “IT IS NOTSTRONGEST OF THE SPECIES THAT SURVIVE BUT THE MOST RESPONSIVE TO CHANGE” Charles Darwin
- 45. “IT IS NOTSTRONGEST OF THE SPECIES THAT SURVIVE BUT THE MOST RESPONSIVE TO CHANGE” Charles Darwin DIGITAL DARWINISM
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- 47. • Digital Transformationis impacting every sector, every company and every profession • In traditional companies, Marketing and communication are one of the most impacted jobs • M & C professionals have to deal with the multiplication of channels, devices, supports and stakeholders • The exponential adoption pace of technology is and will dramatically change the way we communicate • Change resistance is not an option • It is about digital darwinism • It offers a world of opportunities for people and companies to re-define who they are, how they interact and where they want to go • Developing skills must be a priority for communication professionals COMMUNICATING IN A CHANGING WORLD CONCLUSIONS
- 48. Digitaly Rue Jules Cockx,8-10 Boite 2 - Omega Court - Building B 1160 Bruxelles - hello@digitaly.be - www.digitaly.be mers and happiness THANKS Digitaly Digitaly_Agency