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24 organisations 60/30/10 public/private/charity split Average 10 people per organisation UK, France, Italy, Germany, Malaysia, USA Global energy and pharma through to front-line public sector services
Changing way we use the web: - messenger apps surpass social networks for activity and users Increase in ad blocking Continued growth in online communities Platforms rewarding authored quality content
In June last year, UK residents struggled to find anyone outside of their social media filter bubbles who was happy about the resultIt’s helped corporate comms realise – finally – that simply publishing something online doesn’t mean everyone will see it, and that what we see in our feeds is curated by platforms and our own decisions.
Therefore, we need to work harder at social media if it’s to be effective in reaching people, shaping conversations
Search: filter bubble Steinberg, if you’re interested in more
So, we have a changing online landscape where we’re doing more in private messenger groups, more aware that not all is what it seems to be.
What isn’t changing quick enough is how organisations understand, adapt and work with these changes
This starts with where digital communications lives in an organisation
What is corporate comms?
Not marketing, fundraising…dealing with difficult stories, complaints and reactions
Sometimes clients will tell us they simply need to recruit specialists to do social media for them Replace ‘on social media’ with ‘on planet earth’: this example That’s how daft some news reporting now sounds – and why it’s time to move on from treating mainstream and social coverage differently
Accountable to senior teams who are still thinking about mainstream media
Media are way ahead, because they’ve had to be.For example, producing films quickly and easily with basic technology, settling for lower production values and faster publishing.
Also: using data in more interesting ways, verifying content more quickly
Customer service falls between the cracks
We expect everything to be seamless online. The days of clicking around are gone. Average time spent online looking for something: 8 seconds, according to Microsoft
Refer back to AAIB work earlier, where graphic appeared on the BBC and aviation blogs Reach figures mislead us in to thinking we’ve reached the whole population. Engagement figures are key
Melbourne university may 2017
Is social media really the new normal,
in corporate communications?
Director, Helpful Technology
Head of digital,
UK Department of Health
Head of digital,
UK Department for Business
What we’re covering today
What should good online
corporate communications look
The challenge faced by teams
Characteristics of good digital
Making the case for better digital
Why should you be interested in this?
Our insight from projects with 24
different organisations around
Public, private and third sector
The changing way we use the
Air Accident Branch clarifying facts
What should online
The team who tell
people ‘why’ an
something, not just
‘how’ talk to people
Explaining and countering
In the case of the public sector
and charities, because we
Save money on calls and
The precedent has been set by
Then it’s often
Caveat: none of the
above is a substitute
for fixing broken
How are we evaluating the effectiveness of
Re-use of their digital content in
the places that matter online
Outcomes rather than outtakes
– evidence that people have
understood their message
For example: comments,
responses, participation in
Think about how organisations use social media
Search for them on social media –
are the experts there too?
How easy is is to find information
on social about why a company
does what it does?
Who is advertising to you, and who
is actually involved in the
conversations you’re seeing
Be curious. Turn off ad-blocking,
follow some different brands,
companies on Facebook