Contenu connexe Similaire à 7 breakthrough ideas for creating engaging channels | Davis & Company (20) 7 breakthrough ideas for creating engaging channels | Davis & Company1. © Davis & Company •
7 breakthrough ideas for
creating engaging channels
Prepared by Davis & Company
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The great divide
27 breakthrough ideas for creating engaging channels
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There’s a disconnect
3
The great divide
7 breakthrough ideas for creating engaging channels
Internal communication
experience
Employee
expectations
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Employees have state-of-the-art expectations
4
The great divide
7 breakthrough ideas for creating engaging channels
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Look for curated content
5
Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels
But thisNot this
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Demand a social component
6
Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels
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Rely on mobile
7
Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels
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But get retro communications
8
Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels
Intranets still
operating like digital
newspapers
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Leaders lecture, rather than converse
9
But get retro communications
7 breakthrough ideas for creating engaging channels
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Content explains what, not how
10
But get retro communications
7 breakthrough ideas for creating engaging channels
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How can we bridge the gap?
11
The great divide
7 breakthrough ideas for creating engaging channels
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7 breakthrough ideas
127 breakthrough ideas for creating engaging channels
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7 breakthrough ideas
20
Everyone into the pool
Communication in motion
From “news” to “at your service”
Bring the fun
Apply the Goldilocks principle
The rise of leaders and managers
Algorithms rule (and rock)
7 breakthrough ideas for creating engaging channels
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1. Everyone into the pool
21
7 breakthrough ideas
Today Future
Employee as audience We all participate
7 breakthrough ideas for creating engaging channels
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1. Everyone into the pool
22
Today
• Democratic content
creation
• Reddit-style crowd
voting
• Social networking
(really)
Future That means
Employee as audience We all participate
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
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2. Communication in motion
24
Today Future
Read (and sometimes
notice) the screen
On the go
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
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2. Communication in motion
25
Today
• Mobile
(device-flexible)
• Wearable
• Workplace next wave
• Sound and visual
Future That means
Read (and sometimes
notice) the screen
On the go
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
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3. From “news” to “at your service”
27
Today Future
Old-fashioned
“news” bureau
Unique, useful content
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
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3. From “news” to “at your service”
28
Today
• Service-oriented how-to
• Arresting, surprising
information
• Instant accessibility
(through search,
customization,
personalization)
Future That means
Old-fashioned
“news” bureau
Unique, useful content
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
20. © Davis & Company •
4. Bring the fun
30
7 breakthrough ideas
Today Future
Heavy on the facts,
token graphics
Interactivity that informs,
entertains and engages
7 breakthrough ideas for creating engaging channels
21. © Davis & Company •
4. Bring the fun
31
Today
• Humor, creative
wordplay, cartoons
• Viral videos, selfies,
group shots, photo
bombs
• Gamification, intranet
leader boards,
recognition badges
Future That means
Heavy on the facts,
token graphics
Interactivity that informs,
entertains and engages
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
22. © Davis & Company •
5. Apply the Goldilocks principle
33
Today Future
“One size fits all”
communication
Just enough content,
“just right” context
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
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5. Apply the Goldilocks principle
34
• Bite/snack/meal
approach
• Filters, choose-your-
own feeds
(social and news)
• Communities of purpose
That means
7 breakthrough ideas
Today Future
“One size fits all”
communication
Just enough content,
“just right” context
7 breakthrough ideas for creating engaging channels
24. © Davis & Company •
6. The rise of leaders and managers
36
Today Future
Leaders report and share
direction; managers
attempt
to interpret
Integrated, inspirational
leadership
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
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6. The rise of leaders and managers
37
Today
• New expectations
• Strong alignment
between
leaders/managers
• Skills/content
development
Future That means
Leaders report and share
direction; managers
attempt
to interpret
Integrated, inspirational
leadership
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
26. © Davis & Company •
7. Algorithms rule (and rock)
39
Today Future
“Send all” and large,
dumb lists
All about me: customized
and individual
segmentation
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
27. © Davis & Company •
7. Algorithms rule (and rock)
40
Today
• Technology, technology,
technology
• Content must be
compelling
Future That means
“Send all” and large,
dumb lists
All about me: customized
and individual
segmentation
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
28. © Davis & Company •
Implications for communicators (starting today)
42
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
Today
• Client account
manager
• Channel wrangler
• Aggregator
Role will change
Future
• Facilitator
• Knowledge
manager
• “Experience”
director
• Curator
New skills will be needed
Today
• Writing/editing
• Customer service
• Packaging
Future
• Producing: visual,
video, gaming
• Coaching,
consulting,
facilitating
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7 breakthrough ideas for creating engaging channels