Four Trends in Leadership Communications June 2013

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Four trends that should shape your leadership communications. This presentation is for business leaders and communication professionals.

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  • Starting point:Odd sport and endeavour – does not have a built in audienceWhy would people care?Coming in very lateA horse that can count to 10 is a remarkable horse but not a mathematicianDon’t want that caveat on meWhat do you think you can accomplish in a year?I will be doing this for 4 or 5 yearsDidn’t appreciate how good Canada came fromWe are deep in Canada – I am now 49thNow he is competing on oval team.I decided early on to embrace my story, not going to wait until I am on the national teamI think this is interesting and the training is crazy, I will blog and video and picturesI film and put it on Youtube channelCreate this audience that brings sponsors and chase dreamSocial media is a game changer for amateur athletesThe value chainYou turn fans and views 1000 - to followers – 100 at to then you get 30 then sponsors you get one you are in good shape
  • Seek reassurance outside of speed skating. Wow you have done well. In the world of speed skating they don’t care. Approval comes from hard work. Last year I was the last cut, this year I was second.First race: 45.5 500mThis spring: 37.75 500m The first time he started to earn respect of speed skatersThis is a sport where Olympian, you are nobody unless you have a medalThat never changes, you earn respect differently within and withoutThe social media support has supported the motivationGoal was not to be a member, I want to be the leaderPlatform to talk about speed skating – I was not playing for the CanucksI decided early on to embrace my story, not going to wait until I am on the national teamI think this is interesting and the training is crazy, I will blog and video and picturesI film and put it on Youtube channelCreate this audience that brings sponsors and chase his dreamAs he has seen social media is a game changer for amateur athletesThe value chainYou turn fans and views 1000 - to followers – 100 at to then you get 30 then sponsors you get one you are in good shapeKept the strategy to not get distracted, I don’t need to get likes. Some athletes post so sketchy stuff. I have reasons to post all of what I post. Some gold medalist think they are too good for a blog, then development athletes don’t think they have enough to share. Many may be better in their sport sport than he was.I don’t see blogs as a nice to have. It is a need to have. BUTSpeaking and sponsors all come from face to face meetings Coffee and a runRemember: Don’t pitch funding. No one owes you money? Answer the questions “Why would anyone care?”
  • Every blog post something happens. Hill sprints – open up and people started coming, to beer, to supporting funding to full fledge sponsorThen one person comes out is an executive!Athletes focus:Don’t drop people out the back, don’t lose focus, if they unsubscribe focus on the 10000 in front of youAll the tools are easy but nothing is easy.Responding to people and talking with people. They are hesitant to talk about defeats. The most read posts are the losses or struggles.People’s lives are not amazing. I won and I won is hard to relate.The more you share, the more people identify their own breaking pointEveryone writes about up days!I was on national news through twitterConnected with Apollo OnoPlatform to talk about speed skating – I was not playing for the CanucksKept the strategy to not get distracted, I don’t need to get likes. Some athletes post so sketchy stuff. I have reasons to post all of what I post. Some gold medalist think they are too good for a blog, then development athletes don’t think they have enough to share. You are all better than I am in your sport than I am.I don’t see blogs as a nice to have. It is a need to have. Speaking and sponsors all come from face to face meetings Coffee and a runDon’t pitch funding. No one owes you money? Answer the questions “Why would anyone care?”
  • Interviews with 22 Senior Leaders and CEOs
  • PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $60 billion in revenue, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. The company was aware, based on well-reported statistics, that the majority of its employees were likely to be engaging in social media, whether it was on Facebook, MySpace, Twitter, YouTube, Wikipedia, or any of the hundreds of other social channels currently available. Three issues arose as a result of this consideration:The Employee Communications department concluded that a training program would be the appropriate means for ensuring employees are up to speed on policies, identifying engaged employees who would be willing to advocate on behalf of the company, and helping those employees participate effectively.
  • Understanding how they relate themselves to what they do and who they work for
  • External websites and applications for employees
  • Announced strategy in high level terms
  • Implementation went out after staff were notified.
  • By January 13 this post had 280 comments covering communications about the change, the aspects of the changes and continued discussion on what should be done, shared and how it should be done.
  • Personal jurney, time in introspection. Why did I go down some dark paths. Recognizing the opportunity to not have others go down that road. Single parent and greed. Worship status, money and looks. Help kids overcome culture. Business that is rooted in this process. Lead to an MBA program. Refined idea, shared the story and the vision. Attracted the team, three different times on the brink of bankruptcy. The vision and belief in the purpose of what we are doing.
  • Media is the single largest influence. 7.5 hours a day. Let us meet kids in the spaces they frequent. Let us empower them. Challenge kids with purpose, choices they make and apply real world experiences. Niche market is fatherless kids. 1 out of 3 kids grows up without the father influence. Media messaging plus lack of influence. Let us meet them were they are and enrich their lives. Make it fun and have a healthy sense of identity.
  • Hire people – not a tone of money, want to be part of the processMore people want work with purposeMore people want to find societal benefit and financialWe have a communication protocol to have co-presence. We can have synchronous communication. When you don’t have that things can be lost.People communicate differently and you have to be willing to adapt. You have to have multiple approaches. Shift your style based on how you operate. If you don’t let them know that you care about them. If you do that people feel valued. You need to create a connected workforce when you are dispersed.Skype, feedback sheets, constant feedback.
  • Counter Story OnlineKids are asked to be the counter story. Author the story where you are counter to media messaging. A world controlled through media. Through force and choice. How do we wipe the lens form the eyes. They are awoken and the purpose is to help others see. Kids get to create a new reality.The belief, we desire community and purpose.
  • Example: How many times in a math class with how do I use this.
  • When you are trying to do something new you have constant opposing winds. If I didn’t have a personal supportive group. I needed the support of my wife. I have to be rooted in my church, community, God, and wife. This has always been bigger than myself. Needed to give over the power of my life to someone who is more powerful than me.
  • Four Trends in Leadership Communications June 2013

    1. 1. Amazing Conversations – Strategic Leadership – Extraordinary Results Relationships don’t change but the complexity of managing them has Ryan Williams, ABC, M.A. in Leadership Twitter: @willy26
    2. 2. Agenda Technology has changed but people have not Long track long shot – Kevin Jagger Giving others power PepsiCo Follower to follower communication International Association of Business Communicators (IABC) Integration Word Tribe Media
    3. 3. We are already there – Social organizations WorkSafeBC – Policy summary • WorkSafeBC employees are expected to use these tools to inform, share, collaborate, and learn within the context of their jobs and professional activities.
    4. 4. The vision, the journey and gaining followers Kevin Jagger Long shot long track What if you were an investment banker and you decided it was time for a change?
    5. 5. Passion, progress and authenticity
    6. 6. Thoughts? Leadership & Communication • What is the same today? • What has changed in the last 10 years?
    7. 7. “Trying harder will not get you there! Hear the sound of your blades and know clapping is not a good sound, and if you try to hammer it you will slow down, you need to disassociate these thoughts and let your glutes and hamstrings do the work. It is a long race.” Kevin Jagger
    8. 8. CEO Study – View From the Top 2012 (Prepared by Shugoll Research) What CEOs expect? 1. Support their leadership style 2. Understand the industry, the company, their audiences and emerging issues 3. Take initiative, anticipate and respond They are challenged with:  The need to grow in uncertain economic times  Helping others adapt to change  The ability to attract and retain employees  Providing clear and effective communications
    9. 9. Employee communication expectations What they ask for: • Candid • Transparent • Timely • Accessible • About them What they are seeking: • Security • Affinity (Belonging) • Identity • Affirmation
    10. 10. Sonnet 94 They that have power to hurt, and will do none William Shakespeare
    11. 11. PepsiCo preparing employees for social media
    12. 12. Control or Influence
    13. 13. After 4 months: 5000 voluntarily took the training They are scored as more engaged Why do you think that is the case?
    14. 14. Mobile Access
    15. 15. Follower to Follower Source: Edelman 2012 Trust Barometer
    16. 16. Who is IABC? – Founded in 1970 – Approx. 15 000 members – In 80 countries • Largest proportionate membership is from Canada • Professional development, networking, publications, accreditation (certification) and professional standards
    17. 17. What is required? • How should it be communicated? • What should be said? • Who should say it? • When should they communicate?
    18. 18. The announcement
    19. 19. The reaction
    20. 20. What they were trying to do? • Single voice • Single place for criticism • Focus on the long term • Communicate details as they emerge
    21. 21. Follower to Follower
    22. 22. Leader communications? • Given the changing access to each other and information • What one or two principles should guide communications during change?
    23. 23. Integration: How to be the communication
    24. 24. The World Tribe Media Story • Lead self • Lead team • Lead organization
    25. 25. CEO of World Tribe Media Brady’s Story Why?  Why did I go down a dark path  What can be done to help kids make better choices  Where is the opportunity to connect with them What?  Refined the idea in grad school  Understand industry and the market  Shared the vision with everyone  Many detractors  Recruited a team (four years out)  Close to bankruptcy three times  Belief in purpose, sharing the story and resilience in what looked like insurmountable challenges
    26. 26. Amazing Conversations – Strategic Leadership – Extraordinary Results
    27. 27. Three core beliefs: 1. Give the team a sense of purpose, believe in at the core 2. Sense of autonomy, grant you power 3. Give them an opportunity to grow their skill set
    28. 28. New Tools: Gamification Immersive learning – Engage people so the move beyond a message to something internally absorbed – You have to be interesting and attention oriented Result: • Share messages from our perspective – We engage through game play • Take theory into practice – They play it Transformation.
    29. 29. How 1. Value in community – Nothing happens by yourself, no personal advancement without others 2. Personal space – Have a mix of personal with community 3. Space of aspiration – Passion to be an artist, support from community and personal expression
    30. 30. The Leadership Challenge • How do you sustain and persevere? – Personal support – Brady relies on his wife and his church Result Today, they are pitching for $50 million to be the trans-media company they envisioned.
    31. 31. Amazing Conversations – Strategic Leadership – Extraordinary Results Discussion 1. New reach but people have the same needs 2. Give others power 3. Follower to follower influence 4. Integrating – be the communication True listening builds strength in other people. Robert K. Greenleaf rwilliams@tekara.com Twitter: @willy26

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